On the evening of November 20th, Beijing time, the 2022 Qatar World Cup officially opened. Faced with this four-year sports event, car companies will naturally not let go of this opportunity to "break the circle".
The first to "kick off" is the ideal. At 11 o'clock in the morning of the same day, Li Auto brought fans an "Exclusive Ideal Viewing Box", setting off a wave of "I won't watch the World Cup at home".
Someone here turned "cars and homes" into "cars and balls". Geely next door was not convinced. Brother Shufu hurriedly invited Ding Lei, CEO of Netease, to watch a ball game in Jikrypton 009. Of course, an advertisement was recorded "by the way".
▲ Judging from the whitened screen, this picture is indeed a bit rushed
Think the screen in the car is too small? Get a projector! Where there are white walls, there are greenery.
Such a false demand of "taking off your pants and farting" naturally attracted a burst of cynicism:
Do you have a home and can't go back?
Is your family status so low?
Is it uncomfortable to lie on the sofa and watch the game?
Are you bored watching the big TV at home?
Doesn't the ambience of the bar get any better than this?
But tram owners don't think so:
There are wives and children at home, and they will be disturbed at home.
I am more comfortable watching the game in the car by myself, and I can yell as much as I want.
The massage seats in the car are also very comfortable.
I can watch football games in multiple cameras in the car, can your TV do it?
Do not gather! Don't get together! The prevention and control of the epidemic will not be relaxed!
Thinking about it carefully, it seems that both sides are a little reasonable, so, is "watching football in the car" a false demand?
Relatively speaking, "pseudo demand"
As a car editor, there are naturally many friends around me who ask me for car buying advice. Usually, I will recommend suitable models based on their actual needs.
If you want a large space, you can’t recommend a hatchback; if you value driving fun, you can’t recommend an MPV;
So, for the same 300,000 yuan, the model I recommend to buy is often different from my own choice. To put it bluntly, it is that sentence:
If you buy it, I recommend it, if I buy it, I don’t buy it.
As the saying goes, "every flower enters every eye", the false needs in your eyes may be the white moonlight of others. This is not to say that such things as "false demand" do not exist, but in most cases, what we see is often a relative "false demand".
Take the car stereo as an example. Some people just listen to it, but there are also many people who spend 90,000 yuan to choose the sound of Berlin. This is a typical example of "relative pseudo-demand" generated by differences in consumption levels.
On the other hand, the gap between ideal and reality can also lead to "relative pseudo-demand", such as automatic parking.
Before buying a car: "Wow, this function is great, I will use it every time I park in the future."
After buying a car, some people will find that he can easily park in the parking spaces that can be solved by automatic parking; those parking spaces that he can't handle, can't be solved by automatic parking. At this time, in the eyes of others, he is the "taken advantage".
But it cannot be denied that automatic parking is an extremely useful function for some car owners who have average parking skills or do not like parking. Can you say this is a false demand? cannot.
The same goes for watching football in the car. Closed independent space, high-quality car audio, plus comfortable massage seats.
At this time, no matter how loud you shout, your wife will not care about you.
We need more "pseudo-needs"
Psychologist Abraham Maslow believes that everyone has 5 levels of needs, from low to high: physiological needs, safety needs, social needs, esteem needs, and self-actualization needs.
When the first-level needs are basically met, you will not feel happy if you pursue the needs of that level too much. Only by pursuing higher-level things can you obtain the same happiness.
This is the famous "Maslow's Hierarchy of Needs".
People are always greedy. When you own a car, you may pursue better power, more space, or softer suspension.
Restlessness and dissatisfaction are the first necessities of progress.
This is not what Lu Xun said, but Edison.
According to the research report of Huaxi Securities, 2012 and 2017 are two watershed years for the car cockpit. In these three stages, the car cockpit has gone through three stages: "safety first", "passive intelligence + safety", and "active intelligence and service".
Active intelligence and services, does watching a football game in the car count?
On the other hand, where do the usage scenarios and demands of vehicles come from? Part of it comes from seed users, but most of it comes from the creation and expansion of product managers.
Customers don't know what they want.
This is not what Lu Xun said, it was Jobs.
Customers don't know, product managers need to know. For example, Musk (although he is the CEO) likes to put various games in Tesla.
Yes, he just wants you to play games in the car, and the general casual games are not enjoyable enough, he wants you to play 3A masterpieces such as "The Witcher 3" and "Cyberpunk 2077" in the car.
Sony and Honda on the other side of the ocean have similar ideas. The two companies established a joint venture called Sony Honda Mobility in September this year, planning to build an electric car around music, movies and PlayStation 5.
The person in charge, Izumi Kawanishi, is confident. He believes that when it comes to games, Tesla can’t beat Sony.
You may feel that comparing the quality of games in cars is going in the wrong direction. But they're all right. Once cars can drive themselves, in-car entertainment will be critical.
The problem here is that there is still a long way to go for autonomous driving. In order to differentiate, product managers naturally set their sights on the smart cockpit.
So, don't rush to criticize all kinds of so-called "pseudo-needs". At least for the moment, games and ball games can well pass the long charging time.
But if you want to choose this car for this function, it is better to have a big TV at home.
Zhihu user @嘉名, "What are the false needs in the process of buying a car? Why?" ——: https://www.zhihu.com/question/57035866/answer/369173350
Wang Xiaoyu, Watching the World Cup in the Car, Do You Have No Home? ": https://mp.weixin.qq.com/s/odVwe-W8MY-z0VqFvYpLQA
Wang Xueyu, "Playing games in the car, is it a false demand?" ": https://auto-time.36kr.com/p/1706402969851653
Tom Pritchard, Sorry, Elon Musk—playing Steam games in a Tesla is totally unnecessary : https://www.tomsguide.com/opinion/sorry-elon-musk-playing-steam-games-in-a-tesla-is- totally-unnecessary
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