I watched all the 2015 hit product rankings. Any questions?

Happy New Year... or is it too late to say that? But since this is the first post of 2016, let me formally wish you all the best for the year ahead!

Now, regarding the long-running "Tried It to the Max!" series. Since I've grown a bit tired of it, I'll switch things up with a lighter topic here. The theme is "Thoughts on 'Summary Content' like the 'Hit Product Rankings' released late last year, and essential background knowledge you should know." Let's dive in with energy this year too!

Summary topics are seasonal staples. You want to ride that wave well.

As the year wraps up, we get all sorts of year-in-review summaries: "Kanji of the Year," "New Words and Buzzwords Awards," "Hit Rankings for the Year," and so on. You've probably seen the Kiyomizu Temple priest select a single kanji character to represent the year's social climate. In 2015, it was "安" (an, meaning "safety"). This reflected public focus on the Abe administration's passage of security legislation, as well as people's "anxious feelings" about terrorism, extreme weather, and corporate data falsification.

Actually, this event is organized by the Japan Kanji Aptitude Testing Foundation. It started in 1995 with the aim of getting more people interested in kanji, and it's been going strong for over 20 years now. That's pretty impressive. The kanji is decided by public vote, with the most frequently submitted character winning. But of course, the kanji that comes to mind for each person when summarizing their year will vary. You might resonate with the chosen character, or perhaps compare it to your own choice and ponder the gap between society's perspective and your own. Though it's just a single kanji, I feel it holds significant influence as a piece of information that sparks thought and conversation.

Incidentally, the selection method for the "New Words and Buzzwords Awards" differs slightly; it doesn't seem to be determined by simple tallying. Words nominated in the first round are discussed and selected by a judging committee composed of writers, journalists, and others. In any case, the extent to which the general public can relate to the results undoubtedly influences how widely it spreads by word of mouth. The same principle applies to award events like "Celebrities Who Suit XX Best." If the result makes many people think, "Seriously, that's a stretch," then the information design might have been off. Understanding these nuances should greatly influence the qualities of a PR professional.

"Hit rankings" reflect consumer sentiment, not just numbers

Incidentally, the "hit rankings" selected independently by various media outlets aren't simply ranked by sales figures. Newspapers, trend magazines, research institutes like XX Research Institute, and other media/labs each strive to create rankings that resonate with their readers from their unique perspectives. Looking at several 2015 rankings side-by-side, you'll find some items appearing across multiple lists, while others appear in only one. This is likely where their unique approach comes in. What stood out overall was the increase in entries related not to "things" themselves, but to the "experiences" (phenomena) arising from them – like the Rugby World Cup, Halloween, or the Hokuriku Shinkansen. In other words, it seems "experience consumption" – experiences shared and enjoyed with family or friends – is increasingly on the rise.

Regarding the ranking of "things," while it's understandable that certain products or services were popular or sold well, it's also common to feel that their buzz has faded before you know it. After all, when focusing solely on "things," the conversation tends to stop within the small core group of its main target audience. Even if people think "This is cool!" or "I'm glad I bought it!", information sharing often remains one-off. Consequently, information doesn't spread as widely as it could, and sustained momentum is often hard to achieve. The trend is toward "experience consumption." How to transform "things" into "experiences" and communicate that effectively to consumers seems like it will be key going forward.

For those of you who want your product on the "hit rankings"

Many PR professionals passionately hope their company's products will somehow be selected for "that year's hit product rankings," but of course, it's not that simple. First and foremost, the product must actually be selling well.

But don't just throw your hands up and say, "An unprecedented hit? That's impossible!" Looking at actual rankings, I think the definition of a hit isn't just about sales figures. Media outlets are watching and eager to support manufacturers' efforts – like how well they've tapped into new consumer demographics, or how they've carved out a unique identity in a market flooded with undifferentiated commodity products. Why? Because these companies' innovations invigorate the consumer market. This spurs further creativity among related businesses, ultimately delivering better products to consumers. Oh, this is purely my personal observation and analysis, mind you...!

So, instead of just watching with bated breath hoping to make the rankings, I think PR folks at each company should be more proactive in providing the media with information like, "Our product was a hit this year! Here's why..." Hits early in the year might get forgotten, and even if sales were modest, if there's a compelling contribution to the market or a fresh proposal for consumers, I think it can spark interest. It's just like sending a press release, so please try proactively sharing information.

By the way, as basic knowledge, year-end "hit rankings" are generally announced between mid-November and early December. That means, you know, the selection meetings likely start gathering information and holding discussions over a month before that. Some might even begin their review meetings as early as early October. Hey you there, if you're thinking, "Well, it's already mid-December, maybe I'll go meet with the media while factoring in the final month's sales projections," you're already out of the running for the rankings! (Angry) You have to be proactive with your information sharing! Of course, you can provide any missing details later. The crucial thing is to properly explain the context that positions your product as a potential hit. Here are a few additional tips:

① If you can't make your own product stand out alone, promote the entire market category, including competitors' products.
When it's difficult to focus solely on a single company's product, you might be able to secure significant coverage for your own product while communicating the hit status of the category itself. Approach this with a sense of balance, avoiding heavy-handed tactics.

② Approach mid-year rankings as a test run for the annual rankings.
Products released in the first half often face less competition and have a higher chance of ranking. However, annual rankings tend to favor products with a more recent hit factor. Even if you succeed with a first-half approach, continuously providing updated information is crucial.

③ Even if a product misses the annual rankings, it can still make an impression as a "product to watch for next year and beyond."
Products released in the second half of the year, even if achieving solid early results, may be viewed with skepticism as potentially short-lived hits. However, if the hit is objectively recognized as deserved, media outlets will develop an awareness to keep a close eye on it going forward. It's wise not to give up immediately but to consider it as a strategic move for future opportunities.

And so on. I'm a big fan of rankings myself and handle a lot of publicity using data, but data and content that resonate and make sense are really important, right? On the other hand, by being creative in how you interpret data, you can also generate new interest. Man, it's deep. Well then, I guess I'll have a drink today while looking at the latest survey's GT table. Just relaxing while looking at numbers is the best, you know? See you later.