3 ways to do year-end inventory

At the end of each year, brands and companies launch annual reviews to summarize users' important moments and impressions of the past year. This article will analyze the skills and ideas of Xianyu, Meituan and bilibili in creating year-end reviews. Whether through content planning, visual presentation or storytelling, it helps to create a memorable review. Let's explore it together!

No matter whether the year was good or bad, we are used to putting an end to it. So every time this time comes, you can see various brands' year-end reviews. So, how to create a memorable review? Here are a few ideas for reference.

Xianyu extends the year-end report into an offline event, achieving a two-way rush from offline to online.

Meituan’s 2023 inventory cleverly used the term "turning point" to make us suddenly enlightened and hopeful.

There is also a light-hearted and humorous short video on Bilibili, which uses just one "Ah?" to describe my mental state for the entire year.

01

Presumably, young people have dreamed of such a scene, with gold coins falling from the sky continuously.

Unexpectedly, this scene appeared before my eyes.

Some giant gold coins, giant gold mountains, giant ingots and other devices were airdropped in places such as the Bund, Zhang Garden, and Huangpu Bridge in Shanghai in the form of "virtual reality", giving people a dreamlike and magical feeling.

These huge wealth pillows attracted a large number of passers-by and also aroused my curiosity. What is this operation?

Looking further down, it turns out that Xianyu was playing with a new brand expression.

Different from traditional reports, Xianyu uses offline events as a starting point and uses a relaxed and playful attitude to let us see a different side of Xianyu’s wealth.

After seeing so many year-end reviews, Xianyu is definitely the most attentive one. It does not just release a report, but creates an eye-catching event to naturally divert the public's attention and finally return to the brand theme of "Xianyu New Year's Eve".

From my Xianyu Benfu financial report, you can check your wealth status in the past year, and it can also reflect the economic consumption status of young people in 2023.

Just as written in Xianyu’s top ten keywords of the year, money-saving special forces, group buying partners…nowadays young people are increasingly returning to rational consumption and how to save money in a careful and cost-effective manner.

Although people complain that the environment is not so good this year, they are still working hard to make money. Although they are not favored by the God of Wealth, as this short film expresses, everyone who is busy making money is his own God of Wealth.

At the end of each year, brands will send out some good wishes, usually with words of joy and happiness. But why does Xianyu talk about such a grand topic as "Xianyu New Year's Eve Fortune"?

In fact, this is not a big and empty theme, but a real and practical brand goal.

Xianyu has realized that today’s young people do not desire to become rich and powerful, but generally have the mentality that it is ok to make a small amount of money and become a small rich.

The Penfolds here refers to the inner desire of young people to make a small fortune.

Moreover, it is not a slogan, but specifically points to the consumption scenarios of Xianyu products.

On Xianyu, you can make money by selling your idle items and save money by buying them. In this way, young people can achieve two-way wealth through the circulation of idle items.

Especially at the end of the year, whether it is clearing out idle items across the New Year or reselling annual meeting prizes, such Penfolds actions and emotions are particularly noticeable.

In addition, people's expectations for good luck and getting rich quickly have never stopped. For this reason, Xianyu and 6 festive brands jointly launched 6 wallpapers.

In order to continue to strive for prosperity, Xianyu has also teamed up with Cao Cao Travel to launch the campaign "Strive for prosperity all the way to 2024".

Overall, Xianyu’s year-end communication, on the one hand, uses a specific symbol to interpret and convey the user value of Xianyu.

On the other hand, it also outlines the way of life of contemporary young people, who either work hard or buy and sell idle items to gain satisfaction and happiness.

Finally, this campaign gave me a clear feeling.

Xianyu has become a barometer of the economy and consumption in 2023, and current life trends can be gained from its user groups.

It can be seen that Xianyu’s year-end theme this time may be the main theme of the coming year. In 2024, let’s run for riches together.

02

Meituan’s annual report is quite interesting. If we have to use one word to summarize 2023, Meituan would say “the end”.

"The end" is not an adjective, but it can well represent the mental state of young people. People no longer just look at things themselves, but pay more and more attention to the essence of life.

What will happen at the end of 2023? This question may not be easy to answer.

When it is implemented in the specific things in 2023, there will be a clear answer. The end of the postgraduate entrance examination is metaphysics.

The end of the special forces trip is to relax and travel in the hotel.

At the end of the ride is a barbecue stall.

These real events connect our story of 2023. You will find that every straightforward day is filled with a series of "turns".

When you think you have reached the end of the road, there will be a corner that will make us suddenly enlightened and give us hope again.

In my opinion, this turning point is actually a change in mentality. Young people are no longer stubborn, but more open-minded and indifferent.

Meituan's playful and teasing copywriting well restores the relaxed attitude of young people towards life. And the poster design also shows its care and ingenuity.

The corners of the wall are used to vividly show the various "turns" in life. At the end of the road, there is a new chapter.

Perhaps, life may not have an end. Turn a corner and keep going forward. No matter which end you go to, there is always a new beginning.

03

Bilibili’s 2023 annual barrage: Ah?

Instead of trying hard to dig into the emotions behind it, the author uses several light-hearted painting styles and scenes to discuss the issue of "Ah?" from different perspectives.

After watching it, it was as if I hadn't watched anything. All I could think of was "Huh?", but the annual commentary of Station B was already engraved in my mind.

Sometimes, things are so simple. It's just that we artificially complicate it, and telling it in an easy way is a good option.

There is no need to dissect the social emotions behind "Ah?", nor is there any need to label "Ah?" as a group resonance. It is simply an instant expression of young people.

Sometimes, things are so simple. It's just that we artificially complicate it. Telling it in an easy way is a good option. As long as the message can be conveyed in an interesting way, and the readers will smile and remember you after listening, it is a good advertisement.

Finally, I have a small feeling - ah? This year is over! At the end of 2023, let's run for the rich together.

Author: Black Little Finger; WeChat public account: Shock Copywriter (id: SHOCKCW)