I'm not the one who said that the automobile industry has been "rolled" to the point where it can't be stopped.

The advertisements of Wong Kar-wai's style you have seen before?

For me, as a loyal viewer of Wong Kar-wai's movies, my favorite way to relax in my spare time is to watch a movie of the "King of Sunglasses". Recently, I revisited "Chongqing Forest".

The movie consists of two love stories interpreted by "Brigitte Lin + Takeshi Kaneshiro" and "Faye Wong + Tony Leung", and the stories are independent of each other, but they are not divided into two distinct parts, and were once known as the classics in the world of literature and art.

During the movie, the familiar narrative structure reminded me of a commercial I saw earlier this year.

Familiar recipe, familiar flavor. It's also made up of separate short stories, the same shadowy images from frame extraction, the same vintage color palette, and even the same director. This ad is the short film for the 2021 Mercedes-Benz campaign directed by Wong Kar-wai in February this year.

"The three words of Wong Kar-wai attracted me to click in, and it's a very good-looking commercial." "It's got an internal flavor, and it's pretty well shot."

"Pretentious fake literature, it's supposed to be a commercial there's no need to rate it." "Although it's just an advertisement I guess, but ...... for the first time it feels like six minutes is as long as six hours."

Brands using famous directors is nothing more than borrowing the name of the director to enhance their own reputation, as we all know, the director is not like the actor said cartwheels on cartwheels. If you add creativity, the marketing effect will come out. It's a great way to see the heart of Mercedes-Benz.

I found that not only Mercedes-Benz, but also other automotive brands have begun to advertise the "involution".

BMW put online this year by Xin Shuang director of the "wedding" 14 minutes and 36 seconds long, got up to 63.8 million times viewed, before 2020 by Ning Hao director of the micro-film "Bayer's Spring Festival" 22 minutes and 02 seconds long, got up to 68.29 million times viewed . Baylor's Spring Festival, directed by Ning Hao, was 22 minutes and 02 seconds long and received 68.29 million views. Mini China's "Give Your Imagination a Little More Space" spot, which ran for 5 minutes and 55 seconds, was viewed 14.12 million times this past Spring.

In addition, Dongfeng Nissan is also working hard this year to "roll up". Flow, co-produced with Jia Zhangke in June, and Qijun, co-produced with Lu Chuan in July, Dongfeng Nissan launched two advertisements microfilms one after another in two months.

Or because 2021 coincides with the 18th birthday of Dongfeng Nissan, Jia Zhangke, in his down-to-earth and not-so-enthusiastic style, tells the story of a couple who have been living together for 18 years in ****. Using the car as a carrier, it incorporates the changes of Dongfeng Nissan products during the 18 years.

Lu Chuan, on the other hand, shot a special-effects blockbuster with a fantastical approach, and through the matter of a father sending his child to catch up with a summer camp, he linked his father's love with the car, which ultimately led to the product introduction.

So far, these two microfilms seem to have been well received. The microblogging topic #Jia Zhangke "flow" # has 60,601,000 readers and 168,000 discussions. The microblogging topic #Lu Chuan made a microfilm # currently has 320 million readers, 63,000 discussion volume. Network opinion is also generally in favor of the positive, "caused **** Ming, shot very well." "This is actually co-produced, love it."

Automotive brands have been changing their advertising style to "in-reel", which has made the Oscars judges look at them and call them "in-reel".

The automotive industry advertisements are "in-revolutionary", but in-revolutionary" is much more than just advertisements.

Nowadays, joint venture brands are eating into each other's market share, independent brands are catching up with each other, new energy car brands are advancing, and cross-border enterprises have entered the market, so the competition in the domestic auto market can be said to be not bad.

One side of the domestic passenger car market production and sales exceeded 25 million units, the other side of the production and sales year-on-year, but a continuous decline; on the one hand, there are Azure, Peng, Ideal, and other new car-making forces, the other side of the Changan Suzuki, the Dongfeng Renault and other traditional car makers become history. When competition shifted from the incremental market to the inventory market, car companies were forced to get involved in an exhausting and protracted battle.

So, the "involution" has already been strong, and no one has been spared. For example, the nature of overdrive electrification is also an involution.

At present, the major traditional car brands have been involved in electrification. Some analysts say that this is more or less related to the strong momentum of new energy automobile companies, and the first of these is undoubtedly Tesla.

Despite all the negative news this year, Tesla China sold 33,155 units in June, and its cumulative sales in the first half of the year totaled 161,743 units, accounting for 41.9% of the global market. Among them, Model Y sales in China were 16,515 units in June and 46,180 units in the first half of the year. The single-month sales of one Tesla model are almost double the single-month sales of Azera's entire vehicle fleet (Azera delivered 8,083 units in June). Cumulative sales of the Tesla Model 3 for the first half of the year, on the other hand, were 85,191 units.

With such a trend, even BBA can not sit still. In the past two years, BBA began to compete to launch electrified models. Into this year, also each released a rather radical electrification strategy.

Just recently, Mercedes-Benz upgraded its previously announced "electric first" to "full electric". BMW has also said it expects half of its sales to come from all-electric models by 2030. Audi also announced this year that it will launch the last new fuel-efficient Audi Q8 in 2026, along with the Audi Q8 e-tron, and that thereafter there won't be any new combustion-engined models, and that all the new cars will be powered by pure electric drivetrains. It's clear that the BBA is determined to make a big splash in the electrification "in-roll".

In the second camp of luxury, brands like Lexus and Volvo are not reducing the degree of electrification, but rather making it more intense.

It is reported that Lexus launched its electrified models as early as 2005, and last year, Lexus' electrified model sales accounted for 33% of its total global sales. By the end of April this year, the cumulative sales of its electrified models had exceeded 2 million. Lexus is a pioneer of electrification in the second tier of luxury brands.