Choice anxiety in the era of “relevant push”

In the movie "The Truman Show", Truman went through various experiences and finally discovered the secret that he had been in a huge studio. And why aren’t we living in the present wrapped in a fictitious “information cocoon”?

Living among algorithms

I believe everyone has this experience: no matter Which e-commerce platform you choose from, as long as you leave traces of search and browsing, a large number of related products will follow; on news websites or social networks, once your interest preferences are locked, relevant content including advertisements will continue to bombard you. ...The big data algorithm includes every user and always reminds you to pay for your interests and hobbies.

Vivian, a beauty practitioner, shared her personal experience with us: This cross-border drugstore chain, cosmetics brand, escape room, beauty APP, and Internet celebrity e-commerce incubator A serial entrepreneur in the field, his mobile phone is equipped with commonly used O.A. office systems, news clients, ready-to-use airport, wine, business and travel APPs and chat software, etc. "Almost all apps will push all kinds of useless information from time to time based on my search traces, which makes people anxious about information-intensive use. It makes people spend a lot of time on their phones, making it difficult to be focused and efficient," Vivian said.

She was once attacked by pop-ups advertising adult products because she searched for "adult education"; there were also times when she bought adult products because she believed in the convenience of "related push notifications". When it comes to fake facial masks and cosmetics; during holidays, travel software recommends cheap air tickets and hotels. If they are not overbooked, they will jump directly... In fact, there are many "victims" like her, but they don't know how to complain, and many people don't even know. The mystery has been kept in the dark.

In the past, people were worried about how to filter massive amounts of information.

Now, people are confused by the anxiety paradox caused by big data algorithms

< p> Individual stories take place against this general background: China has the largest number of Internet users in the world, and ranks first in online retail transaction volume. Giants such as Tencent, Alibaba, and Baidu all have hundreds of millions of users, and they enjoy a high degree of information. oriented life. But these big facts can no longer hide the increasingly tense feeling of confusion: Why does it seem like there is freedom of choice, but from time to time the anxiety of being dominated arises? If you unconsciously accept the arrangements of the algorithm and do not use your own hands and brain to select, is it equivalent to living in The Truman World or the panopticon described by the British philosopher Bentham?

In the field of large-ticket consumer goods, the anxiety caused by "related recommendations" is more serious and requires stronger independent will. The most typical one is car selection - now China's auto market has entered the "post-wave" era, and many "new power" models have sprung up. If you search for the question "the most cost-effective new energy model", you will find it on various platforms. There are all kinds of answers, and big data will also push advertisements based on keywords for a long time. Consumers who are truly driven will escape the constraints of algorithms and make smart choices.

Regarding this issue, we also interviewed three car owners. Their stories contain rational and emotional trade-offs. No matter what the outcome of their choice, they have won the autonomy. , in the process of freedom.

01

"Appearance is justice, family members must also consider it"

Xiao Yao, a single female white-collar worker, works as a key account manager in the daily consumer goods industry. Out of her understanding of the industry, she disdains traditional sales routines. Whether buying clothes, cosmetics, or household appliances, she has a set. My own judgment standards - although I occasionally make mistakes, in most cases, Xiao Yao's probability of stepping on a bad example is still very low. Sometimes I mistakenly believe in the "good products" recommended by the Internet or popular anchors, but this cost myself. If you can bear it, "throw it away if the worst happens". However, after her last fuel car was retired, she fell into a deep dilemma, because for every family, such a big item as a car is no longer a matter of "throwing it away if you are not satisfied."

People are particularly cautious about the choice of family cars

After a week of continuous search, Xiao Yao was a little bit spoiled for choice, and the "related push" made Xiao Yao An unprecedented fear of choice. Among the options given by a certain search engine based on bidding rankings, Xiao Yao tried to test drive them one by one. However, the actual situation was not satisfactory. Several options either lacked space or had insufficient cruising range. For Xiao Yao, she also has an urgent need for her parents, who are not very agile, to have a safe transportation tool that meets their own aesthetic requirements.

In her words, choosing a boyfriend has never been so difficult. The constantly updated models of "related push" not only failed to solve Xiao Yao's actual difficulties, but were wasted. A lot of time: "For example, if I search for 'electric vehicles with pioneering design space', whoever has invested money will be at the front, and the first thing you can see must be the electric vehicle. Because of the registration account, the next day Immediately, there will be electric bicycle sales people calling to inquire about my needs, just like if I like Leslie Cheung, there will be a lot of Chen Zhipeng. "In addition, there will be some obvious ordinary but so confident alternatives, just like the singles who have been idle for a long time. "Meat" swarmed in like that.

Therefore, Xiao Yao simply decided to give up online recommendations. At last year's Beijing Auto Show, Xiao Yao decided to take a look in person because his needs were very clear. A Tianji ME7 car quickly attracted his attention. The through-type light source on the front face made the whole car look very energetic. It's bright and stylish, and the screen-off taillights are also very stylish. It feels like a "face control" meets Daniel Wu. More importantly, this is an SUV that can accommodate parents' wheelchairs. Then she saw the suede leather decoration and high-quality seats in the interior. It can be said that she was very impressed from the outside to the inside.

The Tianji ME7 can meet both aesthetic and family needs

For Xiao Yao, this car is not only a good choice for the ten-kilometer journey from home to work It makes commuting smooth but also brings aesthetic pleasure, comfort and relaxation. The spacious interior also makes parents feel comfortable, and the safety features are also very good. After buying it for nearly half a year, Xiao Yao is very satisfied with this new companion. The 1:2 ratio between the car windows and the car body makes Xiao Yao feel that she has a wide field of vision. When driving at night, the car is full of soft light, and she also feels the romantic atmosphere. It has a special tone.

02

"Not only have to take care of the children, but also have to meet the customers"

Lao Tang is over 40 years old and lives in Shanghai. He is engaged in sales of medical equipment. Some are old and some are young. He is usually under a lot of pressure at work. For him, the car is not just a commuting tool. More often, the car is more like a space for him to spend time alone, or a family member. On weekends, Lao Tang has to send his children to cram schools. His old car has now become the preferred model for the majority of online ride-hailing drivers. Its appearance, performance, and space are no longer suitable for the new family situation, so he plans to replace it in the near future.

Because of his work, Lao Tang is usually very busy, so he can only leave the task of buying a car to his wife. This actually made my wife, who usually had little say in the family, very excited. After Lao Tang told her a series of needs, she agreed wholeheartedly and asked her mahjong player to give her some advice. The three eldest sisters together are nearly 150 years old. , usually good at forwarding health care articles, this sudden power made the three of them very happy. The three mobile phones took turns to go to battle. After some searching, the information pushed made all three of them nod.

In the electric vehicle market in recent years, brands have emerged one after another. Many short-lived brands have made them unable to make up their minds, so they decided to divide their forces into three groups and go see it in person. The three of them I chose three brands of electric vehicles, one foreign brand and two domestic brands. Lao Tang’s wife likes the foreign brands’ reasonable designs and mature atmosphere, while the other two think that the extended-range engine is safer, and the other thinks that it is the domestically produced one with the highest sales volume. Yes, three people have three opinions, whose opinion do you listen to?

Lao Tang is a person with mature consumption ideas. He will give priority to rationally consider immediate needs and then compare them: for example, in terms of occasions, it is both convenient for home use and suitable for meeting customers, and it is highly intelligent in terms of performance. It should be safe and the space should be suitable for a family of three - the most important point touches the softest part of his heart, which is his ten-year-old daughter. He hopes that the child can have space to stretch out in the car, and can also learn and gain something. hapiness.

Lao Tang told his wife these needs, and several aunts narrowed the scope to a certain foreign brand Model 3 and three domestic brands, in terms of price, performance, space and other aspects. For comparison: the performance seems to be similar, but for an eight-year-old child, a certain foreign brand's model obviously lacks space and the interior is slightly rough; the extended-range engine is said to require eight oils per 100 kilometers, and the Tianji ME7 does not The appearance, space and price are all more reasonable. More importantly, the five screens on the car can also take into account the learning needs of children.

Skyline ME7’s five-screen design

This car has brought a lot of joy to Lao Tang’s family. The five screens in the car completely attracted The children's attention and the noise of children in other people's cars can't be heard at all in Lao Tang's car. All they have is stethoscope-level noise reduction and high-quality speakers, allowing the family to hum "Be Different" and move forward towards a new life. .

When meeting customers, many people expressed envy and curiosity about Lao Tang's intelligent car, which once made Lao Tang secretly happy and full of face.

03

"Taking into consideration both face and lizi"

Engaged in In the white-collar life of business development, face is mostly used to serve Lizi. A lot of consumption that is used to decorate one's face will be in line with peers, so it is a bit homogeneous. But I also want to have some unique little highlights, so when facing endless related recommendations when shopping online, I will have more anxiety. What Mr. Luo hates the most is homogeneity. He is fed up with the so-called "Lujiazui elites" who are all the same. He even has to carefully select his shirt buttons and pocket squares every day.

So, when Mr. Luo decided to buy a car, a deep anxiety lingered in his heart. Which one can make me different? Can I take into account my quality of life at the same time? Mr. Luo just turned on his mobile phone and fell into the trap of relevant push notifications. There were more than a dozen brands of cars, which was a disaster for a Libra with difficulty in choosing. Often after checking for a while, he would throw the phone away in disgust. On the sofa.

On this day, Mr. Luo took his wife to Jing'an Temple for afternoon tea, and his heartbeat happened naturally: a car passed quietly in front of him, and the glass of the high-rise building A wonderful light and shadow is drawn in front of the curtain wall. The appearance is outstanding!

Stylish and elegant appearance designed by former Porsche designer Haken Saracoglu

Mr. Luo I followed the car to the Tianji Automobile experience store and was once again amazed by the exterior design of Pioneer. I was also very satisfied with the quality details of this car: I carefully felt the handling, interior texture, silence, and technological content. I placed the deposit without hesitation. Facts have proved that this car did not disappoint him, because he has a variety of travel scenarios, including business meetings, family trips, or short-distance adventures, and the Skyline ME7 can handle them all with ease. It takes care of his two dimensions: face and lizi, and also meets his expectations for cost-effectiveness, that is, living the best quality of life within his ability.

Reconstructing the foundation of life

Big data algorithm What is raised is the issue of the boundaries between intelligence and ethics, and the extent to which human life embodies free will. There will be more real-life stories, as well as film and television works ranging from the "Matrix" series to the American TV series "Westworld", reminding us that in the intelligent age, we need to reflect on data control and reconstruct a life of true free choice. Here are three more Two foundations are very important: aesthetics, true intelligence and quality experience.

Returning to the consumer society, as e-commerce algorithms become increasingly precise, people are increasingly eager to return to these three foundations. There are also innovative brands that are constantly working hard for this. For example, the ENOVATE brand of China Automobile has responded to the call of urban people in the new era. It uses pioneering designs to reconstruct aesthetics, continues to explore smart technology and provides the ultimate quality experience, and launches new models. Tianji ME7 leads the travel wave in the new era. The designers truly start from the driver's needs and future lifestyle, return the design to its roots, and strive to polish the quality.

The first batch of Skyline ME7 was delivered at Shanghai Skyline Center

The design of Skyline ME7 was led by former Porsche designer Haakon Sarakoglu, who presided over The design of classic models such as the 918 spyder and 911 GT2 RS brings classic elements and innovative avant-garde visual effects to this car. Pioneer's reconstruction of aesthetics is first reflected in the forward-looking "profile-quantity-energy design" approach, which creates smooth styling lines and brings perfect light and shadow effects to the car body.

Intelligent inspiration is the Tianji ME7 designer’s understanding of smart life, and it is also the spiritual connotation of Tianji ME7’s cross-border integration: breaking the convention of SUV design, with an avant-garde sports coupe attitude Depicting the vitality of the future city, the interior is a starry sky connected luxury cockpit, surrounded by starry sky ambient lighting, and the front row conjoined three-screen instrument panel can be interactively displayed, forming a 1.46-meter-long cinema-level immersive visual space. There are two screens on the rear seats, forming a five-screen real-time interconnection scene, reproducing the beauty of intelligence full of humanistic colors. As for the ultimate quality experience, it is all reflected in the real journey. Its interior texture, excellent noise reduction effect and musical design aesthetics are all amazing. Since December 2018, this car has embarked on an extraordinary journey from Shanghai to conquer multiple terrains such as Jiangsu, Chongqing, Hainan and even the Turpan Basin in Xinjiang, which has also confirmed this.

Swipe left and right to view more Tianji ME7 product pictures

It can be said that this car does not need to be pushed in this era, but relies on its own Basic skills are used to conquer the hearts of drivers, allowing different groups to start from their own aesthetics and needs, not only find calmness and comfort in daily life, but also feel the poetry of distant places in multiple scenes, and find an excellent balance between rationality and sensibility. point.

If owning a brand new car will, to some extent, make you look brand new and become another person - then in this process, the Tianji ME7 can contribute Energy is not just about getting rid of the anxiety caused by redundant information, or the simple interaction between people and cars, but about feeling the delicate emotional power in a new Internet environment - and this is exactly what we should have in the era of smart travel A warm picture.