---
title: "From the Evolution of Entertainment Programs to the Development Trends of the FMCG Industry"
description: "The advent of the Internet era has transformed the slow pace of societal development over millennia into a rapidly changing landscape, sweeping the globe and bringing about rapid economic growth and productivity gains. It has also changed people's daily lives at an astonishing speed, with all sectors inevitably experiencing the whirlwind of Internetization. In this context, we need to explore the development paths and directions of various industries with an Internet mindset. The evolution of entertainment programs and information dissemination channels indicates that the traditional FMCG market will inevitably undergo a shift from absolute centralization to fragmentation, with consumers playing an increasingly important role in shaping brands and channels."
author: "庄建忠"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2016-06-09"
language: "en"
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# From the Evolution of Entertainment Programs to the Development Trends of the FMCG Industry

> The advent of the Internet era has transformed the slow pace of societal development over millennia into a rapidly changing landscape, sweeping the globe and bringing about rapid economic growth and productivity gains. It has also changed people's daily lives at an astonishing speed, with all sectors inevitably experiencing the whirlwind of Internetization. In this context, we need to explore the development paths and directions of various industries with an Internet mindset. The evolution of entertainment programs and information dissemination channels indicates that the traditional FMCG market will inevitably undergo a shift from absolute centralization to fragmentation, with consumers playing an increasingly important role in shaping brands and channels.

The advent of the Internet era has transformed the slow pace of societal development over millennia into a rapidly changing landscape, sweeping the globe and bringing about rapid economic growth and productivity gains. It has also changed people's daily lives at an astonishing speed, with all sectors inevitably experiencing the whirlwind of Internetization. In this context, we need to explore the development paths and directions of various industries with an Internet mindset.

**The Internet Upgrades and Changes the Form of Entertainment Programs**

In the 1990s, CCTV's "CCTV Young Singer Television Competition" became a nationwide sensation, propelling countless music stars to fame and serving as an important avenue for introducing new talents and works in the vocal music scene at the time. Wei Wei, Mao Amin, Lin Yilun, Mao Ning, and other pillars of the 1990s music scene all emerged from this stage. On the stage of the Youth Singer Competition, the fate of contestants depended on the judgments of on-site judges, who, as opinion leaders, played an absolutely pivotal role in the program.

Fast forward to 2003, Hunan Satellite TV's "Super Girl" program made its debut on the historical stage. This program catapulted several female singers who are now at the height of their careers to fame, and together with the wave of talent shows that sprang up like mushrooms after rain, it became the most important "entertainment event" of the summer for the post-80s and post-90s generations. At this time, the fate of contestants was determined not only by the judges' choices but also by audience SMS voting, which even evolved in subsequent seasons into a format involving judges, media jury, and public judges, driving the program's development.

In recent years, reality shows have become even more prevalent. Programs like "The Voice of China" and "I Am a Singer" have received unanimous praise from both online and offline audiences for their high production quality. On the finals stage of "The Voice," audience voting became the sole determinant of rankings. Starting this year, live streaming has entered people's field of vision. Recently, news has frequently surfaced about internet celebrities on various live streaming platforms earning seven-figure annual incomes. Live streaming platforms have allowed more ordinary people to enter the entertainment sphere, gaining attention and even money.

From the Youth Singer Competition in the 1990s to today's live streaming, the factors driving program development have undergone earth-shaking changes. From the absolute centrality of on-site judges to the self-awakening of public opinion, the Internet has played a significant role in this transformation, moving from being a spectator to an active participant. The rise of the Internet era has allowed the masses to "take charge," and the relatively free environment for speech has led to a trend in entertainment program development from absolute centralization to fragmentation.

**The Rise of "Grassroots" in the Field of Information Dissemination**

In the field of journalism, this trend is even more evident. The former "uncrowned kings"—journalists—now have to compete for discourse power with grassroots netizens. Over the past 30 years, the channels for information dissemination have shifted from the absolute centrality of newspapers, radio, and television, to the rise of online media and portals, and now to the prevalence of self-media platforms like Weibo and WeChat, experiencing a significant "+Internet" transformation.

With economic development and technological progress, the impact of the Internet on various industries is almost irreversible. On self-media, original media professionals are no longer the sole voices; public opinion is more often shaped collectively by the masses. The emergence of self-media has created more grassroots opinion leaders, leading the public to follow. This also presents a trend from absolute centralization to fragmentation.

**The Decline of Absolute Major Brands and the Rise of Regional Brands**

From the changes in entertainment programs and the transformation of information dissemination channels, we find that since its inception, the Internet has increasingly deeply influenced our lives. It has not only brought tremendous changes to people's daily lives but also profoundly affected the development of various industries. The development of any industry must follow the operational rules of the Internet. Therefore, the evolution of entertainment programs and the changes in information dissemination channels also indicate that the impact of the Internet on the traditional FMCG market is inevitable.

If we liken the contestants in entertainment programs to FMCG brands, and the stage itself to the channel through which brands enter the market, then according to the conclusions above, consumers will increasingly participate in the channel, influencing brand development, and even co-creating a brand.

In the earliest days, an FMCG brand's success in entering the market depended on the distributor's selection of goods. Today, manufacturers invest heavily in advertising, product packaging becomes increasingly sophisticated, and channels such as Taobao, Yihaodian, and various offline channels are introduced. Although the pace of change is not fast, it is already quietly happening.

In the 1990s, an entertainment program could dominate viewership for over a decade. Now, various types of programs fill the screen at the same time slot, and live streaming programs number in the tens of thousands. Similarly, the FMCG industry has shifted from a brand being popular for a century to the need to create new brands in a very short time. Coca-Cola has been popular for a hundred years and remains enduring. Nowadays, "Xiaoming Tongxue," which was popular not long ago, already has new substitutes, within less than six months. The trend of de-centralization across the industry has become apparent.

**We can boldly predict:** New brands and new channels will continue to emerge in the FMCG industry. Consumers will play an increasingly important role in shaping channels and brands, determining the survival of a brand, and even creating new star brands. Absolute centrality will no longer exist, and the trend will move toward fragmentation. Consumer opinion leaders will rise during this process of increasingly fragmented decision-making, forming a new stable state of sub-centralization. Within a decade, the absolute major brands in the FMCG industry will gradually diminish or even exit, and more distinctive brands will rise, forming a rich and diverse FMCG market.

**About the Author:**

Zhuang Jianzhong
Director of Yin Consulting Group
Co-founder of Kairui Management Consulting Company
Founder & CEO of Yunbao Shangmeng
MBA from National University of Singapore
Dual bachelor's degrees in Statistics and Journalism & Communication from Xiamen University
Long-term provision of management consulting services to the Chinese tobacco industry, serving over 50 enterprises including China National Tobacco Corporation, Zhejiang Tobacco, Gansu Tobacco, Hainan Tobacco, Xiamen Tobacco, Nanjing Tobacco, Shijiazhuang Tobacco, and Guiyang Tobacco
Led or participated in large-scale management consulting projects for dozens of enterprises, including China Southern Power Grid, Green Home, Longyu Food (Hong Kong listed company), Hansheng Yacht, Huayuan Real Estate, Zhejiang Xiaoshan Airport, and China Construction Bank
Founded and successfully operated multiple Internet industry websites
Founded a management software enterprise, becoming an authorized service provider for large companies such as IBM, Alibaba, and Digital China
Independent startup coach, successfully guiding multiple startups onto a fast development track
Singapore Food Industry, Singapore PSB Management Consultant
Former TV program producer and senior financial journalist

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