Elderly Influencers in China - 11th June 2021

Many may think that social media is the domain of the young. However, a group of retired women known as the Fashion Grandmas are showing that it's not just the younger generation shaping online culture as they mix elegance with pocket wisdom on marriage, love affairs and vitality for their millions of followers across China.

China’s ageing population and shrinking workforce is due to the country’s previous one-child policy. There are currently 17.8 retired people per 100 workers. However, this is set to jump to 46.7 per 100 workers by 2050. So, China’s seniors represent a huge economic opportunity with their growing demand for entertainment services and e-commerce platforms.

Sang Xiuzhu, member of the Fashion Grandma group, firmly believes age should be no barrier to a fulfilled life.

Sang Xiuzhu: "I think the elderly should also live the way they want and be optimistic. Don’t keep thinking about how old you are. Our ‘Fashion Grandma’ group has a slogan: Age is just a number."

As influencers, Fashion Grandmas can also boost their own pensions. They earn handsomely from pop-up ads in their videos and via livestream product sales. Their agent takes care of the business side and there is no shortage of demand. They sometimes retail in excess of 200 products a minute during livestreams.

With the grey-haired economy estimated to reach a startling US$900 billion this year according to iiMedia Research, these elderly influencers may well find themselves in demand for quite some time.

Ruan Yaging, host of Beijing Dama video channel, is confident about what the elderly have to offer.

Ruan Yaqing: "The elderly nowadays are different. We are exposed to everything and will learn everything. We are not like what young people assume, that we know nothing. It’s wrong – actually the elderly know everything, and can accept everything. Everyone says that I’m an influencer now."