Xiaohongshu's Li Ang: Automotive Marketing's Next Battleground Is User Life Scenarios

At the 2026 China Auto Forum, Li Ang, head of Xiaohongshu's automotive vertical, argued that as China's auto market shifts from growth to saturation, brand competition has moved beyond product specs to a deep understanding of user life scenarios and emotional value. Search terms are migrating from traditional specifications to scenario-based keywords, with users caring more about whether a car can genuinely improve their lives. This trend carries important implications for how Chinese brands building emotional connections with overseas consumers.

2631 day ago