Group 1 - The core transformation in content consumption for 2026 is the rise of "ordinary people," moving away from grand narratives, as the value judgment shifts from elites and institutions to relatable individuals [1][6][10] - In the entertainment and content industry, stories of ordinary people's struggles and triumphs are becoming mainstream, with a focus on small character narratives in film and television [23][24][26] - Short dramas are emerging as emotional "quick fixes," while healing variety shows provide low-conflict environments for audiences [31][39] Group 2 - In the commercial retail sector, brands are moving away from elitism and are encouraged to connect with ordinary consumers, emphasizing authentic communication and emotional connections [2][12][29] - The marketing approach is shifting towards "micro-touchpoint" creativity, where everyday items become vehicles for emotional engagement [2][12] - Young consumers are redefining value through "aesthetic simplicity" and "wisdom in imperfection," challenging traditional brand pricing strategies [2][12] Group 3 - In the realm of travel and lifestyle, there is a trend towards local experiences and self-exploration, with "county travel" and local markets gaining popularity [2][10] - The democratization of technology and the internet is empowering ordinary individuals, making AI tools accessible for practical needs and creative expression [2][10] - Health and wellness are becoming integral to daily life, with a focus on cost-effective, situational care, and grassroots sports gaining traction [2][10] Group 4 - The brand marketing landscape is undergoing a "people's revolution," shifting from "hero-making" narratives to genuine dialogue with consumers [2][12] - Emotional compensation is becoming a key value in advertising, with brands needing to engage in two-way interactions rather than one-sided promotions [2][12] - The ultimate goal for brands is to authentically document the everyday lives of consumers, reflecting their stories and struggles [29][30]

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]