Gasgoo Munich- Zhu Shunjie, head of commercial mobility and travel at Xiaohongshu, spoke at the 2026 China Auto Forum. He argued that winning over buyers with spec sheets is fading. Amid the digital surge, the industry's next opportunity lies in the "specific person" behind the wheel. It is not about the vehicle itself.
Image Credit: 2026 China Auto Forum
Zhu cited a "Life Economy" report by Xiaohongshu and Peking University. Consumer priorities have shifted from "Do I have it?" to "Does it understand me?" Buyers once focused simply on getting from Point A to Point B. Now they ask a deeper question. Will spending years of savings on a car improve my life?
This shift is visible in search behavior. Top search terms have moved away from specs like "model configuration and price." Users now search for "best car for commuting" or "vehicles for outdoor adventures." User preference has pivoted from head-to-head comparisons. Content now focuses on usage scenarios and lifestyle sharing.
Zhu argued that brands must reverse-engineer demand based on "life scenarios" and "user interests." Real-world pain points include driving with children and rush-hour gridlock. Logistics of traveling with pets are also key. Specific features can address these issues. Meanwhile, interests like outdoor activities and customization can be met through styling. Personalized design allows users to express their individuality.
Zhu pointed to a case study: a 50-second video of a dog in an SUV trunk. It garnered over 60,000 likes and 70,000 interactions. Commenters asked where to buy the car. The takeaway is clear: users are not moved by spec sheets. They are won over by emotional resonance.
Zhu noted that "seeding" on Xiaohongshu has evolved into a broader user management strategy. It helps brands identify opportunities during new launches. It finds breakthroughs for aging models. The strategy clears up doubts during campaigns. In an era of battles over computing power and price, Zhu concluded on the differentiator. Brands must understand users, respond with precision, and offer sincere companionship.
