I made a mobile phone holder because navigation is not good, what is wrong with Yu Chengdong?

On April 11, Yu Chengdong, executive director of Huawei, CEO of terminal BG, and chairman of intelligent car solution BU, said that he didn't understand why some cars still use mobile phone holders, and it turned out that the navigation performance of their cars was not good, so many people wanted to use mobile phone holders to navigate, but Huawei did not need a mobile phone holder to navigate, and there was no need to use a mobile phone to navigate.

This remark caused a lot of controversy, and judging from the current user reviews, most users did not agree with Yu Chengdong's views.

The comment of the netizen with the highest likes was: "There is one thing to say, the phone holder is not just for navigation. "I can do without, but you have to have it, I use it occasionally", "One changes for you, and one wants you to change." ”

From the perspective of consumer demand and user experience, what is the use of a mobile phone holder? In what scenarios can we use a mobile phone holder? In fact, if we think about it, there will be many scenarios that need to be used.

First of all, it is a matter of user habits, mobile phones are more convenient and can be set up in advance. For example, many car owners say that either the car is not easy to use, or they are used to using mobile phones, because they have navigated where to go before using mobile phones to get into the car, and they can go directly to the car without having to operate on the car machine. And sometimes real-time road conditions, such as road repairs, traffic jams, and car navigation updates are not timely.

Many people don't like their privacy to be seen by others, and they don't like to reply to WeChat messages on the car machine, and mobile phones can better protect privacy.

Third, mobile phone payment. In the process of driving, whether it is a high-speed toll station, a parking lot entrance and exit toll station, etc., it will be much more convenient to pay with your mobile phone directly on the stand.

Fourth: I want to easily check the playlist of the APP on my mobile phone.

Fifth, shoot videos, in fact, more and more people like to share their driving experience and self-driving experience, to shoot the dynamics in the car during driving, a mobile phone holder is essential. For example, many video bloggers or car bloggers now mainly test cars or share their driving experiences, and share these experiences on the Internet short video platform.

Sixth, we also need to consider the needs of ride-hailing drivers. They need to follow the route planned by the platform, and they have to stay on that platform page, and we see that many ride-hailing drivers even have two mobile phone holders.

"The car machine is for everyone in the car, and the mobile phone is for your own use, which is the meaning of the mobile phone holder. "In the case of a car machine, navigation is the last function that does not require a mobile phone. Some users said so.

For example, many people have also observed that Yu Chengdong once drove and asked the world, and there was also a mobile phone holder in the car, so this remark was actually a slap in the face. His starting point is to sell cars, and forcibly equate the mobile phone holder with the uniqueness of navigation needs.

From Xiaomi's point of view, the Xiaomi mobile phone holder is actually more of an on-demand option for users under a full set of solutions. You can use this thing or not, it's up to you. If you have a need, you can use it, and the experience is good. If you don't have this need, the big screws are not obtrusive at all, and they are very mechanical, which is a visual design.

Therefore, from this point of view, Xiaomi's consideration of consumer needs is relatively detailed, which actually shows that Yu Chengdong has a lack of understanding of the needs of ordinary consumers.

The competition in the new energy vehicle industry is a big competition involving comprehensive aspects such as product performance, experience, quality and technology, but from the perspective of products, it will ultimately come down to whether the user experience can impress consumers. After all, the competition scene of the car is not only about intelligent driving, but more often it is about having a deep insight into the needs of consumers, which Xiaomi is good at, and it may also be Yu Chengdong's shortcoming.

In the early years, the benchmarking and war of words between Huawei and Xiaomi in the industry was to the point of blood and mercilessness, and later Huawei's mobile phones stood firm and high-end, and changed their playing style to only benchmark Apple and Samsung, and no longer mentioned Xiaomi. But now the situation in the new energy vehicle market has changed, and the popularity of Xiaomi cars has not diminished at all during this time, and the delivery of SU7 has been scheduled for more than 20 weeks, and the sales are booming. No less than the Wenjie series, Yu Chengdong felt the pressure, or therefore adjusted his marketing strategy and re-benchmarked Xiaomi.

This is a good thing, because from the perspective of user experience and user thinking, Huawei actually needs to learn from Xiaomi.

In fact, for Huawei, everyone knows that Huawei is a technology flow manufacturer, but what technology flow manufacturers are most afraid of is not understanding the needs of ordinary users, and the lack of product experience thinking means that the future potential of the product is also worrying.

Some users said: "I'm not saying that I am driving and playing with my mobile phone, but when I drive, I don't necessarily go to Bluetooth to connect, there is a bracket or even the original standard bracket is definitely safer, come to the message and glance at who is coming and then decide whether to pull over to reply to the message?

This actually reflects the real thoughts and needs of many ordinary consumers.

Yu Chengdong's idea actually represents the habitual thinking of many new energy manufacturers who take the initiative to make decisions for users, and many of our new energy vehicle manufacturers, in the past product design, are more inclined to make decisions for users, deprive some users of their preferences, and use the product design concept of self-congratulatory products to reverse the daily use habits of users.

This is reflected in the hidden door handles, special-shaped steering wheels, push rods, mouse-type window buttons, electronic rearview mirrors and more and more convenient and practical buttons into the large screen of the car machine, etc., these product designs are attributed by many industry insiders and consumers to the unique anti-human design of new energy vehicles, which is actually due to the deprivation of the user's right to choose, the lack of user thinking and the controversy and limitations.

And Xiaomi's gameplay is actually user thinking. You like physical buttons, I'll give you the original factory extension. If you don't like physical buttons, you don't have to buy that extension. If you don't like to use the car machine, you like the mobile phone, then I will provide you with the original mobile phone holder, which looks better and is more practical. In addition, Xiaomi has also canceled the hidden door handle, but adopts a semi-hidden type, which can open the car door outside, and there is no situation where the door cannot be opened in an emergency, but it does not affect the simplicity and beauty brought by the hidden appearance. In fact, this reflects the thinking of some user needs, and some scenarios give the right to choose.

This is what many car manufacturers are missing,XiaomiSU7The industry heat,In fact, to a large extent, it stems from the user thinking in Xiaomi is more than many manufacturers。

Therefore, from the perspective of current consumers, Yu Chengdong's views on mobile phone holders are not enough to think from the perspective of user experience and user choice, and think about product problems from the perspective of ordinary users, which may also be a course that many traditional automobile manufacturers urgently need to make up.

Author: Wang Xinxi, Senior Reviewer of TMT This article is not reproduced without permission