Xiaodu: Content Strategy for a Fitness Mirror

The brief

The smart fitness-mirror category on Douyin was shrinking. Competitors were addressing specific consumer needs with more effective content, while Xiaodu was losing the attention of key audiences.

The project needed a more precise way to identify opportunities, improve creative and connect incoming viewers with the livestream sales experience. Zhou Longqing designed the content analysis and execution framework as part of the award case submission.

A three-step content method

The original framework uses three actions: uncover, segment and analyze.

1. Uncover needs: Study market segments, audience preferences and historical creative to identify promising situations and motivations.
2. Segment situations: Separate audience needs and pain points, then define a relevant communication angle for each.
3. Analyze effective creative: Examine successful brand and category content to identify useful openings, formats and repeatable structures.

The work distinguished three home-fitness audiences: people focused on appearance and fitness, busy workers seeking easier routines, and homemakers interested in family wellbeing. Each required different motivations and content choices.

From analysis to execution

The execution framework connected four parts of the customer journey:

• Respond to needs: Retain dependable content, test promising ideas and use relevant topical moments.
• Use repeatable structures: Combine a problem, product demonstration, explanation and call to action; adapt creator compilations to the audience.
• Improve media efficiency: Refine targeting and assess creative at successive stages of its lifespan.
• Support conversion: Coordinate host roles and product explanations, connecting functional value with emotional relevance and a clear next step.

Reported results

The source case reports livestream GMV growth above 38%, market-share growth above 70%, and a 71% market share in August. Creative-level purchase ROI increased from 0.9 to 5.3, while click-through rate rose by 15%.

Product click-to-purchase conversion increased from 14.45% to 19.97%, and livestream traffic rose by 76%. These are historical figures reported in the original project material.