The platform saw sales decline among men aged 20–30, but sales numbers alone could not reveal whether a competitor was winning them or the brand’s communication was failing. Existing short videos used broad fashion-oriented content, with no evidence of whether it matched men’s real interests or what the content team should change first.
Every step reproducible
- 01ezTest
Isolate the declining audience
Men aged 20–30 became the focal segment for the brand-health view, so aggregate averages could not hide the movement of a specific audience.
- 02ezData
Locate competitive loss
Brand and competitor performance were compared within the segment, establishing that young-male loss was linked to competitor attraction rather than being attributed vaguely to market demand.
- 03
Explain why the content did not stick
The study compared recall and content cues in each side’s short videos: competitor communication aligned more closely with male-interest contexts, while existing content included weaker-relevance cues.
- 04
Convert the insight into a content change
BHT findings became a short-form video adjustment: moving from generic fashion narratives toward communication more relevant to target men’s interests and the category.
- 20–30岁men identified as the priority recovery audience
- 竞品流失a sales decline converted into a verifiable competitive issue
- 内容记忆identified why short-form video communication lacked relevance
- 可执行prompted a more male-relevant content direction