车展观察丨“链”上用户：从线上到线下，车企为“涨粉”全力以赴

Core Insights - The Shanghai Auto Show serves as a crucial platform for automakers to connect with users, emphasizing the importance of user-centric strategies in the current competitive landscape [1][3] - Automakers are increasingly engaging in user co-creation activities, focusing on product improvements and interactive experiences to enhance brand loyalty [3][6] User-Centric Strategies - SAIC Group's chairman highlighted the company's commitment to understanding and exceeding user expectations, reinforcing a user-first approach [1] - Many brands are launching initiatives that invite user participation, such as the "Titan 3 Trendy Modification Contest" by Fangchengbao, which offers a reward of 1 million yuan for user contributions [3] - LYNK & CO has created interactive spaces at the auto show, allowing users to provide product suggestions and engage directly with company executives [3] Product Upgrades and Innovations - Automakers are upgrading vehicle configurations to enhance perceived value and user satisfaction, with a focus on smart technologies and transparent pricing models [3][6] - The introduction of advanced features in lower-priced models marks a shift in the industry, with brands like Xpeng and Avita showcasing new models with enhanced capabilities at competitive price points [14][16] Engagement through Digital Platforms - Executives from various automakers are leveraging social media and short video platforms to build personal brands and connect with consumers, enhancing direct communication [8][9] - High-profile executives, such as the chairman of Beijing Automotive, are actively participating in live streams and collaborations with influencers to promote their products [9][11] Future Directions - The automotive industry is undergoing significant changes, with a focus on deepening connections with consumers as a key to long-term survival [18] - Companies are investing in technology and user feedback to improve product quality, reflecting a broader trend towards user engagement in the transition from a major automotive market to a strong automotive nation [18]