Gasgoo Munich- At the 2026 China Auto Forum, during a session on "Brand Breakthroughs in the New Joint Venture Era," Li Ang, head of the automotive vertical at Xiaohongshu’s business division, delivered a speech titled "Embracing Users: Building a Long-term Operational Base." He argued that as the market shifts from growth to saturation, the real battleground for automakers has moved beyond product specs to a deep understanding of users' life scenarios and emotional value.Image source: 2026 China Auto ForumAs the sole representative from social media at the forum, Li Ang noted that user attention has shifted from "do I have it?" to "is it good?" and from "is it functional?" to "do you get me?" Search terms in the auto sector are pivoting from traditional specs to scenario-based keywords. What users really care about is whether the car they spend years saving for can actually make their lives a little better and happier.Li Ang categorized user needs into two types: those born from life scenarios—such as child safety, the exhaustion of the daily commute, or traveling with pets—and those born from interests, like the outdoors, anime culture, and aesthetic trends. He emphasized that while product capability matters, what truly resonates is how these features enhance daily life.Through high-frequency community interaction, Xiaohongshu has identified three latent needs emerging in the market: "Life Hub" (seamless integration between car and home), "Trust Sourcing" (users seeking insight into the manufacturing process to build trust), and "Aging-Friendly" (ensuring smart features don't leave the silver generation behind).Citing a case study from an automaker, Li Ang highlighted a 50-second video showing a dog being washed in the trunk, which garnered over 70,000 interactions. The post didn't push a hard sell; instead, it used scenario resonance to offer solutions: a washable trunk liner, pet mode, and 16-minute fast charging. "Not a single line in this post was a hard sell, yet every line spoke directly to the solutions dog owners need."Li Ang concluded that in an era defined by fierce competition over computing power, autonomous driving, and price, "the brands that truly win will be those with a deeper understanding of their users, more precise responses, and more sincere companionship."
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