On January 27, the awards ceremony for the annual auto election on the 2025 Weibo was successfully completed in Beijing. Behind the grand banquet of the automobile industry is a summary of the automobile industry market in 2025, which is also the most important review of the microblog social opinion venue in 2025.

In 2025, the production and sales of the automobile industry will exceed 34 million units respectively, and the sales proportion of new energy vehicles will exceed 50% of the critical point and become the market leading force. At the same time, L3 automatic driving has been approved as a pilot, and the urban NOA has been implemented in a large scale, and the automobile market has been transformed from price war to technical war. Realizing the market with a technology-oriented approach is becoming common consensus. This is not a sudden change in the market, but is inextricably linked to the change in the consumption concept of the new generation of young users. In 2025, many phenomenal-level auto hotspots will be posted on Weibo. Auto social hotspots will continue to help auto enterprises increase their brand value, while changes in young users' consumption concepts and demands will constantly redefine the emotional propositions of product function points. The annual auto election of Weibo is also based on this. With the change of user consumption trend as the core, it took three months for millions of Weibo netizens to interact, 100 auto KOL and cross-domain media accounts to recommend, and auto agencies and core judges of production, school and research to evaluate. See what the user sees and select what the user selects. Multi-dimensional assessment machine is the most authoritative assessment result. Behind this is the true attitude behind the consumption trend reflected in the "micro-sensing" of young people's car purchase.

Self-leading rationality and practicability - Weibo young user consumption trend

On Weibo, you can use one sentence to describe the obvious changes in the consumption concept and the trend of car purchase of young people: you can buy expensive cars, but you can't buy expensive cars. This change is not a decrease in purchasing power, but an unprecedented strong need for awareness of the correlation between "price" and "value", which profoundly reflects the transformation from "functional satisfaction" to "value recognition", from "passive choice" to "active dominance". The consumer's "equal power demand" for the brand has been greatly increased. The shift of this mentality is not without money, but becomes more prudent and prudent, requiring more detailed, transparent and granular information to evaluate whether the value matches the price.g. For example, Wu Mo, vice president of Weibo marketing, said in his speech: "Under the current consumption background, many consumers have an increasingly strong desire for information transparency of brands, including products. It is this pursuit of information equality that enables them to discuss and participate in Weibo and promotes the popularization and understanding of technology and industry knowledge of many manufacturers."

Wu Mo, Vice President of Weibo Marketing

At the scene, Shi Chenhao, chief operator of Sina Auto Weibo, further explained Wu Mo's views in his live speech. In his speech, the dual aesthetic of self-leading design and demand is the first important trend for a new generation of young consumers to buy a car. They pursue personality, love small people, and strive to be the most special one.g. When selecting a car, they "snap" in appearance and avoid black and white car colors. The awareness of car purchase directly promoted the change of car enterprises in product level. For example, Xiaomi YU7 did not configure black body option in the new car purchase page, and Xiaopeng P7 simply canceled the two traditional colors of black and white. 

Shi Chenhao, Leader of Sina Auto Weibo Operation

Apart from the dual aesthetic awareness of design and demand, the young generation is no longer satisfied with the superficial marketing jargon, but more concerned with the technical details, technological innovation and cultural connotation behind the product.g. Moreover, the emotional value brought by the high sensing technology function point is easier to be accepted by the current young people. What are high sensing function points? In 2025, Weibo once had a topic # Ideal i8 solving the problem of high-speed mosquito collision #, which is the pain point of traditional cars all the time. What is actually involved is the aerodynamic design of the car. The problem of high-speed mosquito dead body blocking the sight and cleaning is solved through the wind resistance advantage. While the ideal i8 combines aerodynamic design with the high frequency scenario of collision with mosquitoes at high speeds, the technology is impressive. In addition, Landu Dreamer's car owner is not hurt after the cliff accident, making the originally cold 2000 MPa parameter become full of safety. Super range extension technology realizes a pure electric endurance of over 400 km for a week, making users have a clear perception of this number. These technologies are no longer exclusive to luxury cars, and "breaking the dual boundary of energy and price" is also becoming a trend. On the one hand, users focus on specific pain point solutions, and on the other hand, technical parity allows ordinary users to enjoy high-end configurations. In 2025, there will be 473 popular technical topics on Weibo, accounting for 7.94% of auto searches, and the topics are still growing, confirming users' attention to technology popularization. In the past year, many phenomenal car hotspots have been posted on Weibo. Weibo has deeply observed the car purchase trend of the current generation of young people, constantly helped the value growth of auto brands through social attributes of Weibo, and helped brands redefine the emotional propositions of product function points.g. As Shi Chenhao, the chief operator of Sina Auto Weibo, expressed in his speech, every car will be redefined by countless young people on Weibo. Only in Weibo, we can find out the trend of young people's car purchase through the scene of users' insight. Based on this, on the basis of the change trend of current user demands, according to the content of smart car, cockpit, design, performance and other aspects mentioned by Weibo netizens, combined with Weibo big V recommendation, netizen voting weight, core judges scoring weight, comprehensive evaluation, the annual automobile election of Weibo selects the intelligent auxiliary driver model of 2025, cockpit model of 2025, design model of 2025, etc. In addition, Audi E5 Sportback is awarded as the model of 2025 Weibo based on multi-dimensional volume performance of comprehensive models in hot spots of Weibo platform, discussion on user function points, professional quality price ratio, social communication and interaction, breakthrough performance of comprehensive sales and final evaluation of comprehensive recommendation by industry experts and judges.

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How vertical content conveys "living feeling"

In the content ecology of Weibo, except for the change of car purchase trend with young users as the main group, the executive ecology is the hot spot of Weibo alone. Executives and brand Weibo are "present" and rush forward in both directions, jointly building the reputation value of the brand on the platform.g. In this process, how do executives and brands communicate with users to maximize value? The secret is "living". Shi Chenghao, chief operator of Sina Auto Weibo, mentioned in his speech that hard core technology and high perception scenes are the core considerations for young users to choose cars. On this basis, the "sense of living" in the communication between the brand and users is especially important. Remove the filter, truthfully express, pay more attention to the true word-of-mouth, and provide warm service, which is more effective than all the splendid marketing and advertising words. At the press conference site, two special guests @ Ultimate Xiaoteng and @ Hanlu also expressed their opinions on how to make "living feeling" for the hardcore content. For @ Ultimate Xiaoteng, the pursuit of a sense of living is not a common belief. Sometimes, it is more necessary to change a perspective to express what the audience is interested in. Direct pain point, more vivid figuration and more realistic presentation. Every car company's boss is an excellent brand endorsement of the company. "

Special Guest @ Ultimate Xiaoteng

Special Guest @ Hanlu also believes that "living feeling" on Weibo is an important link to gain the attention of netizens, regardless of executives or auto Weibo owners. He said that daily activities that can increase "sense of living" should be put into Weibo, and cross-domain opportunities of Weibo should be used to gain more attention. For the micro-blog operation of auto enterprise executives, this is more important. The "living feeling" of executives can help the brand to spread the enterprise concept more easily and obtain better user access than the main force of the blog.

Special Guest @ Han Lu

Based on the multi-dimensional comprehensive assessment of the activity, volume contribution, user interaction, hot spot linkage and other aspects of Weibo executives' account, the annual car election on Weibo was awarded with the Social Impact Person Award. The Chairman and CEO of Volkswagen Group (China), Ralf BrandstBrandt, Xiaopeng Automobile Chairman He Xiaopeng and Chairman of Great Wall Motor Wei Jianjun won the awards. The annual auto election on Weibo has now entered the 23rd year, and more and more auto brands and products are actively embracing social media and talking with users in good faith. The annual auto election of Weibo is also changing with the change of users and times. Through more than a decade of precipitation, the annual auto election of Weibo in 2023 has been microblog comprehensively. In the past three years, the annual auto election of Weibo has seen the demands of social users, the mental changes behind the functional demands, and the consumer trend changes of young users in 2025. The awards have been set from a single model to products, brands, events and other dimensions. Behind this is the in-depth insight of Weibo on users and ecology, which is the most specific performance selected by users.