At the 2026 China Auto Forum, Zhu Shunjie, head of commercial mobility at Xiaohongshu, pointed out that auto marketing is shifting from "spec competition" to "lifestyle resonance." Consumer decision-making has evolved from "Do I have it?" to "Does it understand me?", with scenario-based content becoming the new path for brand breakthrough.

Auto Marketing Enters the "Individual Era"

On July 24, at the 2026 China Auto Forum, Zhu Shunjie delivered a speech titled "Individuals Are Auto Marketing's Next Focus." He argued that the era of 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.

A "Life Economy" report by Xiaohongshu and Peking University shows that 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: Will spending years of savings on a car improve my life?

Search Behavior Reveals Changing Consumer Mindset

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 to scenario-based content 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, rush-hour gridlock, and logistics of traveling with pets. Specific features can address these issues, while interests like outdoor activities and customization can be met through personalized design.

Case Study: 50-Second Video Sells 100 Cars

Zhu shared a case study: a 50-second video of a "cat nest seat" received millions of views on Xiaohongshu, directly driving a surge in inquiries for the related model. This proves that when content resonates with users' real-life scenarios, its impact far exceeds traditional spec comparisons.