Female content creators rule in China right now and it’s getting more obvious in the highly competitive automotive segment.
This notable trend, particularly on lifestyle-focused platforms like Xiaohongshu and Douyin where women’s user-generated content seems to have a significant impact on consumer decisions. But Why?
They are not sharing anything more than what the automotive brochure states!
Meanwhile, female creators have indeed cultivated massive followings and substantial influence within China’s digital landscape, dominating niches like:
Beauty and Fashion: Content on platforms like Xiaohongshu (often referred to as “Little Red Book”) heavily influences purchasing decisions for Gen Z women in China.
Lifestyle: Topics such as home organization, cooking, and daily life often feature prominent female voices, exemplified by global sensations like Li Ziqi, who showcased traditional rural life.
E-commerce: Influencers, many of whom are women, play a crucial role in live-stream sales events on platforms such as Douyin (China’s version of TikTok), often driving significant revenue for brands.
However, the entire influencer landscape is subject to strict governmental oversight and evolving regulations. A recent law implemented in late 2025 now requires influencers to possess verified academic or professional credentials (like degrees or licenses) before discussing sensitive topics such as medicine, law, education, or finance.
This regulation, intended to combat misinformation, could potentially impact a wide range of creators, both male and female, by limiting who can speak on specific, professional subjects without formal qualifications.
While women have achieved immense success and influence, their ability to “rule” is ultimately constrained by these national regulations and platform policies that govern online expression and content creation.
Here are some notable female auto content creators in China:
Chequan Xiaoqiao (@小乔来了): One of the most prominent female auto influencers, with a large global following across platforms like Instagram and YouTube. Her content focuses on demystifying car ownership through practical maintenance tips, repair hacks, and hidden features of vehicles, delivered with an engaging, bubbly personality.
The Car Expert Lady (@懂车一姐): Known for her confident on-camera presence and enthusiastic, easy-to-understand car reviews. She covers a wide variety of vehicles and has established herself as one of China’s most recognizable female car influencers.
Tiger Teeth Girl Talking Cars (@虎牙妹说车): Utilizing her height as a creative advantage, she focuses on compact and small-size cars, exploring design, comfort, and practicality for taller female drivers. Her videos blend a “girly” aesthetic with genuine automotive expertise.
Car Goddess (@玩车女神): A self-proclaimed enthusiast who focuses on the fun, futuristic, and lifestyle aspects of the car world. Her vlogs explore cutting-edge self-driving models and creative concept cars with an upbeat and curious approach.
Becky Li: A top general lifestyle KOL who successfully generated significant car sales through her articles. In one instance, she reportedly sold 100 cars online in just four minutes, demonstrating the immense influence lifestyle creators can have in the auto sector in China
