As a loyal audience of Wong Kar-wai movies, my favorite way to relax in my spare time is to watch a movie "The King of Sunglasses". I recently revisited Chongqing Forest.
The film consists of two love stories: "Brigitte Lin+Takeshi Kaneshiro" and "Faye Wong+Tony Leung Chiu Wai". Although the stories are independent of each other, there is no obvious separation, and they were once called classics by the public in the literary and film circles.
The familiar narrative structure reminds me of an advertisement I saw earlier this year.
Familiar formula, familiar taste. It is also composed of independent stories, and it is also a dim picture brought by the frame, and it is also full of retro colors. Even the director. This advertisement is the 202 1 Mercedes-Benz promotional short film "The Direction of the Heart" directed by Wong Kar-wai in February this year.
"The word Wong Kar-wai attracted me to click in, which is a very good-looking commercial advertisement." "There is an inner taste, which is quite good."
"Pretending to be fake literature and art is originally an advertisement, and there is no need to score." "This is just an advertisement, but ... it feels like six hours for the first time."
Brands use famous directors to enhance their popularity in the name of directors. As we all know, the director will not turn over as the actor said. If you add creativity, the marketing effect will come out This shows the intention of Mercedes-Benz.
I found that not only Mercedes-Benz, but also other automobile brands began to "involute" advertisements.
This year, the online release time of "Wedding" directed by BMW director Xin Shuang was 14 minutes and 36 seconds, and it received as many as 63.8 million views. Previously, in 2020, the micro-film "Spring Festival in Bayer" directed by Ning Hao lasted for 22 minutes and 02 seconds, and received as many as 68.29 million views. The advertisement "Give More Space for Imagination" put on MINI China Online during the Spring Festival this year lasted for 5 minutes and 55 seconds, and was viewed by14120,000 times.
In addition, in order to "roll up", Dongfeng Nissan is also fighting this year. In June, he co-produced "Flow" with Jia, and in July, he co-produced "Qi Jun" with Lu Chuan. Within two months, Dongfeng Nissan successively launched two advertising microfilms.
Or because 202 1 coincided with the birthday of Dongfeng Nissan 18, Jia told the story of a couple living together 18 years with his plain and enthusiastic style. Taking the car as the carrier, it integrates the changes of Dongfeng Nissan products during 18.
Lu Chuan shot a special effects blockbuster in a fantastic way, and through the fact that his father sent his children to catch up with the summer camp, he connected the father's love with the car in series, thus finally popularizing the product.
At present, it seems that the response of these two microfilms is acceptable. Weibo's topic # Jia Zhiliu # has been read by 6060 1 10,000 and discussed by 1.68 million. Weibo Topic # Lu Chuan filmed a Shenma microfilm # At present, it has been read by 320 million people and discussed by 63,000 people. Online public opinion is also generally positive. "It resonated and shot very well." "This is actually a co-production, love."
Wait, the "involution" of automobile brand advertisements has changed, making Oscar judges call themselves experts.
Advertising in the automobile industry is involuted, but it is far more than advertising.
Nowadays, the market share of joint venture brands is eroding each other, independent brands are pursuing victory, new energy automobile brands are advancing by leaps and bounds, cross-border enterprises are entering one after another, and the competition in the domestic automobile market is fierce.
On the one hand, the production and sales volume of domestic passenger car market continuously exceeded 25 million, on the other hand, the production and sales volume continued to decline year-on-year; On the one hand, new car-making forces such as Weilai, Tucki and Ideality have risen, while on the other hand, traditional car companies such as Changan Suzuki and Dongfeng Renault have become history. When the competition changes from incremental market to stock market, car companies are forced to get involved in a tired and protracted war.
Therefore, "involution" has long been huge, and no one is spared. For example, the essence of overspeed electrification is also a kind of "involution".
At present, major traditional automobile brands are involved in electrification. Some analysts said that this is related to the strong momentum of new energy automobile companies, and Tesla is undoubtedly the first to bear the brunt.
The data shows that despite the constant negative news this year, Tesla China sold 33 155 vehicles in June and 16 1743 vehicles in the first half of the year, accounting for 4 1.9% of the global market. Among them, the sales volume of Model Y in China in June was 65,438+06,565,438+05, and the sales volume in the first half of the year was 46,654,38+080. The monthly sales of a Tesla model is almost twice that of Weilai's entire car company (Weilai delivered 8083 vehicles in June). The cumulative sales volume of Tesla Model 3 in the first half of the year was 85, 19 1 vehicle.
Under this trend, even BBA can't sit still. In the past two years, BBA began to compete to launch electric vehicles. Since the beginning of this year, they have also released a rather radical electrification strategy.
Just recently, Mercedes-Benz upgraded the previously released "Electric First" to "All Electric". BMW also said that by 2030, half of its sales will come from pure electric vehicles. Audi also announced this year that it will launch the last brand-new fuel vehicle-Audi Q8 in 2026. At the same time, the Audi Q8 e-tron will be launched. After that, it will not introduce any new models of internal combustion engines, and all new cars will be equipped with pure electric drive systems. Obviously, BBA is determined to set off a big storm in the electrical involution.
In the second camp of luxury, the electrification "involution" of brands such as Lexus and Volvo has not weakened at all, but has become more intense.
It is reported that as early as 2005, Lexus introduced electric vehicles. Last year, the sales of Lexus electric vehicles accounted for 33% of its total global sales. By the end of April this year, its cumulative sales of electric vehicles had exceeded 2 million. It can be regarded as the electrification "deep charging" of the second echelon of luxury brands at present.
Volvo is also accelerating its layout. In 20 19, Volvo launched the first pure electric vehicle-XC40 pure electric version, and last year launched two light hybrid models XC90 and XC60. It is reported that next year it will launch its best-selling model, pure electric version-XC60.
In addition to luxury brands, joint ventures and independent brands are also "rolling" electrification.
Geely has released a brand-new pure electric vehicle architecture-vast architecture and Lectra ZERO concept car. It is reported that the car will be launched in the second half of this year. In June, 5438+this year 10, BYD released the DM-i super hybrid technology, and launched three hybrid models, namely Qin Jia DM-i, Song Jia DM-i and Tang DM-i ... Chery also released a new technology in electrification at this year's Shanghai Auto Show-the global 4.0 power architecture, and then rolled off the production line in May with a full-function DHT hybrid special gearbox.
At the same time, the joint venture brand is also a "lever" to expand the production capacity of new energy vehicles.
In April this year, Volkswagen officially announced that its Volkswagen Anhui MEB factory in Hefei officially started construction. It is reported that the plant is expected to be completed in mid-2022, and the first model will be put into production in the second half of 2023. It is estimated that by 2025, Audi AG (China) will deliver about 6.5438+0.5 million new energy vehicles every year.
Gac Toyota does not show weakness. On July 25th, the first phase of GAC Toyota's new energy vehicle capacity expansion project was officially put into production in Nansha District, Guangzhou, with an estimated annual production capacity of 200,000 vehicles.
In terms of brand rejuvenation, the same "volume" is in full swing.
In addition, traditional automobile brands such as "North-South" Volkswagen, Dongfeng and Guangqi Honda have also launched so-called younger models.
It seems that pleasing young people has become a coup for major car companies to "go out of the circle". Everyone is talking about rejuvenation, but in fact not everyone can say yes. After all, not everyone can really achieve young marketing like Colin, and the products are bought by consumers, and the sales volume has always maintained a considerable state.
Such as GAC Mitsubishi. After a series of operations, we played well, but the sales volume didn't improve at all.
The data shows that GAC Mitsubishi sold 34,679 vehicles from June to July 2020, down 53.2 1% year-on-year. In 2020, the cumulative sales volume was 750 1 vehicle, down 43.62% year-on-year. In June this year, the sales volume was 4,800 vehicles, down 7.69% from the previous month and 17.75% from the same period last year.
The reason is that some analysts believe that marketing is too superficial and the competitiveness of products is insufficient. Moreover, the pace of launching new cars is too slow to keep up with the development of the times.
There are still many areas of involution.
For example, endless marketing quirks, scrambling to provide localization tips and so on.
In marketing, car companies try their best to attract consumers. SAIC Volkswagen broke the dimensional wall, invited Poké mon to "speak", and Beijing Auto cooperated with the Arctic Ocean across the border, and so on. Even if it doesn't matter, it must be made into "IP" to attract attention.
In addition, a number of joint venture brands have also accelerated the localization process of models. This year's global models famous for their localization include Toyota Senna, Toyota Harrier and Kia Jiahua. Although it was highly anticipated, it was criticized too late.
"The future China automobile market is undoubtedly an era of brand segmentation. With the inevitable disappearance of some traditional brands, brands will face increasing pressure. Involution' will become more and more serious. " Professionals said.
The game between independent brands, the pursuit between luxury brands and the "war" between joint venture brands. It can be said that the "involution" of the automobile industry has reached a white-hot stage, and it is really impossible to stop in the short term.