Sébastien Le Belzic (in Beijing), edited by Gauthier Delomez 06:21, March 28, 2023In China, influencers sometimes have gray hair. On Chinese social networks, there are more and more retired but not inactive broadcasters: like the youngest, they do use the Internet to sell all kinds of products and services.
They begin each of their appearances with a short music video and a few dance steps. The "Fashion nannies" are five grandmother influencers who each claim several hundred thousand followers on the social network XiaoHongShu, the Chinese equivalent of Instagram. Fashionable grannies that illustrate a more global phenomenon in China: on the country's social networks, there are more and more retired broadcasters but not inactive since they use the Internet, like the youngest, to sell all kinds of products and services.
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Twice as many senior influencers in one year
Concretely, the share of influencers over 50 years old has doubled in one year. Among these grey-haired diffusers is Li Rong, who at 66 is currently promoting lipstick. "You ask me why the color is going away? For a lipstick, it is impossible that the color does not leave. Look at that one, is that good?" she tells her followers in one of her videos.
If 18-24 year olds are the most addicted to social networks, seniors are better sellers. They are aimed at the 280 million Chinese pensioners who have a sometimes comfortable purchasing power and a lot of free time. More than half of them spend at least four hours a day on the Internet.