Core Insights - The report highlights a shift from grand narratives to the rise of ordinary people's voices, indicating a democratization of storytelling in various industries, particularly in entertainment and content consumption [1][4][7] Group 1: Entertainment and Content Industry - The film industry is witnessing a narrative shift where stories focus on ordinary individuals rather than heroic figures, exemplified by films like "Nanjing Photo Studio" and "Nezha 2" [16][20] - Short dramas and variety shows are becoming emotional "quick fixes" for audiences, with short dramas evolving into significant investments, as seen with "Zhuque Hall" [25][33] - Music and podcasts are experiencing a bifurcation, with a demand for both instant gratification through catchy tunes and deeper, meaningful content through long-form discussions [37][39] Group 2: Business, Retail, and Consumption - Consumers are increasingly rejecting brands that maintain a "grand" image, favoring those that engage in genuine interactions, as seen with innovative marketing strategies like using receipts for storytelling [49][50] - The trend of "micro-touch" marketing is emerging, where brands create unique consumer experiences through everyday interactions, such as personalized receipts and relatable narratives [52][53] - The consumption trend reflects a preference for "humble aesthetics" and "practical wisdom," indicating a shift towards authenticity and relatability in brand representation [48][49] Group 3: Technology and Internet - AI tools are empowering ordinary individuals to create and share content, making it easier for their voices to be heard in the digital landscape [8][10] - The integration of technology into daily life is shifting focus towards health and companionship, emphasizing the importance of personal experiences over grand technological achievements [8][10] Group 4: Social and Political Context - Public discourse is increasingly centered around empathy and personal experiences, with ordinary people's lives becoming a benchmark for evaluating broader societal issues [8][10] - The narrative power is shifting from elite institutions to everyday individuals, reflecting a growing desire for relatable and authentic stories in public discussions [7][10] Group 5: Health and Sports - The health and wellness sector is moving towards systematic optimization and cost-effective care, while grassroots sports events are gaining recognition, emphasizing local identity [8][10] - The focus on ordinary people's experiences in sports is reshaping the narrative around athleticism, moving away from elite-centric views [8][10] Group 6: Brand Marketing Revolution - The marketing landscape is undergoing a "people's revolution," transitioning from top-down communication to a more empathetic, two-way interaction with consumers [1][10] - Brands are encouraged to abandon the notion of leading and instead focus on companionship and understanding consumer emotions [10][11]