Fashion grandmas: How they are making it big on social media with their social messages-filled videos

 These grandmothers are giving a new ray of hope to the aging population as well as the new generation. They are the fashion grandmas of China and they are taking the mass media and Internet by storm. These are the elderly influencers and are posting video clips on social media of their catwalks on Beijing streets. They are elegant and experienced. Thus they form a great part of the online culture as well as economy of China. 

Facts of China 

China is a great power and highly developed nation. It has less of younger population due to its curbs on child bearing to control it's population. Added on its elderly generation is quite sturdy. Hence it has a large aging population and concerned on how to provide for its elderly people and retirees. 

But some of these are financially stable and also have access to modern technology easily. And they are harnessing it. 

The fashion grandmas 

The group called Fashion Grandmas has 23xactive members and many contributors from across the Oriental nation who are aged mostly between 50 to 70 years. They are in their golden age but enjoying it. 

They post videos of their elegant catwalks on the streets of the capital of China. And the money they make us through the online ads on their videos and live-streaming sessions. There are product sales as well that fetch them money. Their agent He Daling reveals:

"They can sell 200 units of a product within a minute of starting a stream," 

Fashion grandmas of China (Source: SCMP)

Additionally, they inspire the young with lovely messages such as:

"beauty is not only for the young,"

"even the elderly can live a wonderful life!"

They also use this media for serious messages such as making aware and warnings on domestic violence. In one of the video, a man is about to hit his girlfriend in a store. And immediately an elderly woman of Fashion Grandmas group comes forward and holds his hand. She signals to the security guards to drive the man out of the store. The message says:

"Domestic violence is illegal"

"It us shameful to hit a woman."

More videos and messages 

In another video, they show a husband threatening his pregnant wife. A grandmother signals her bodyguards to act and they pin the man to the chair. The granny then hugs the pregnant lady. Sang Xiuzhu, 76 one of the granny tells:

"Our young fans say they are not afraid of ageing after seeing grannies like us living fashionable and happy lives," 

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She told AFP :

"The elderly should live how they want and be optimistic," 

"Age is just a number. "

All these ladies are born in 1960s and thus were first to get higher education after the Mao-era Cultural Revolution. Bian Changyong, chief executive of the Beijing Dama Technology Company helps the fashion grandmas run the social media. Bian says:

"They are richer and highly educated,"

"That improves the 'cashability' and quality of China's elderly internet industry."

Bian feels that this elderly age group has remained untapped for online selling and purchasing. His company has begun online teaching in singing, dancing or kung fu through livestreaming channels:

"China's mobile internet industry has earned money from every group... men, women, youngsters, parents, but not the elderly,"

Another granny Ruan Yaqing, 58 says:

"Young people assume the elderly know nothing. Actually we know everything."