Auto Marketing Shifts to User Lifestyle Scenes: Xiaohongshu Expert Outlines New Trends at 2026 China Auto Forum

At the China Auto Forum themed “Breaking Through in the New Era of Joint Ventures,” held on July 22, 2026, Li Ang, Head of Commercial Mobility Industry Platform at Xiaohongshu (Little Red Book), delivered a speech highlighting that as China’s auto market shifts from growth-driven to stock-driven dynamics, automakers’ competitive focus has moved beyond product specifications toward understanding users’ lifestyle scenarios and emotional value. Li noted that consumers’ priorities have evolved from asking “Is it available?” and “Is it sufficient?” to “Is it good?” and “Does it understand me?” Accordingly, search keywords in the automotive sector have shifted from traditional terms like “specifications” to scenario-based phrases. Today’s users care more about whether a vehicle can genuinely enhance their quality of life and sense of well-being. He categorized user demands into two main types: first, needs arising from everyday life scenarios—such as child safety, alleviating commuting fatigue, and pet-friendly travel; and second, interest-driven needs tied to hobbies like outdoor adventures, anime culture, and trend-focused aesthetics. Additionally, through community interactions on Xiaohongshu, three emerging implicit needs have been identified: “Life Hub” (seamless integration between car and home), “Trust Through Transparency” (users seeking insight into manufacturing processes to build trust), and “Elderly-Friendly Design” (ensuring smart features remain accessible to older generations). As an example, Li cited a 50-second video note showing “washing a dog in the trunk,” which garnered over 70,000 interactions. Its success stemmed not from direct product promotion but from authentically demonstrating vehicle features—such as a washable trunk, pet mode, and 16-minute fast charging—within a relatable real-life context. In conclusion, Li emphasized that amid an industry-wide focus on computing power, intelligent driving, and price competition, the key to winning over users lies in brands’ deep understanding of user needs, precise responses, and genuine companionship.