Chapter 2. Black Technology Grandma - AMORE STORIES - ENGLISH
#Gillian Feng
2017.06.02
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Chapter 2. Black Technology Grandma

Columns written by member of Amorepacific Group

ColumnistGillian Feng
APC MC Team


 What kind of person comes to mind when you hear the term "opinion leader?" An Internet celebrity with big eyes and a V-line? A doctor clad in a white robe?

 I don't think many would think of an elderly person with gray hair. However, this year's AWE, China's Appliance & Electronics World Expo, saw the appearance of a black technology grandma who follows trends more typically associated with young people. Not only did she show interest in products created with the latest technology, such as drones and VR devices, but the woman — who referred to herself as an "older-sister" fan of Chinese entertainer Yang Yang's — also recommended the products he advertises.
 Yang Yang's fans and Chinese hoover company Puppy showed interest in the "black technology grandma" video via their official social media outlets, and the video was shared by a variety of media sources, netizens, and provincial governments. It recorded 2 million views in 8 hours of its release, garnering 5 million views in a single day.

 According to the United Nations, by the middle of the 21st century, the number of elderly people aged 60 or older in China is expected to reach 500 million, a figure that exceeds the total population of the US. Also, according to data from China's National Bureau of Statistics, as of the end of 2014, the number of elderly people aged 60 and older in China was 212 million, which accounts for 15.5% of China's total population. In addition, by 2050, the number of elderly people in the world is expected to reach 2 billion and 20 million, of which Chinese elderly people account for 480 million, comprising one-fourth of the world's elderly population.

 * Commonly, when a country's population aged 60 or older accounts for 10% of its total population, or when its population aged 65 or older accounts for 7% of its total population, the country is deemed an aging society.
 So far, it has been commonly thought that elderly people are not good at using electronic devices and the Internet and have difficulty adapting to the information age; because of the false information prevalent on social media, elderly people have been thought to be behind the times and powerless. However, the "black technology grandma" said to us, "What young people like, people of all ages can also like. We are keeping up with the times, like a sun that never sets." The products and brands she mentioned in the video have gained popularity among young people on the internet, and a young netizen made a remark about the products she praised, saying, "I can trust these products because they have been handpicked by the grandma after in-depth research that cost her own time and energy." Moreover, upon finding out that she is a fan of Yang Yang's, his fans expressed their surprise, saying that her passion is admirable and that they feel recognized. Do you still think that old people are a dull and unfashionable generation? Absolutely not. Like those in their youth, elderly people can also be aware of the trends of the times, drive consumption, and lead trends.

 Imagine us being elderly people in 2050; "black technology grandmas" won't make the news in 2050. I believe we will age into a generation who will accept new things the same as those younger than us, boasting the highest spending power thanks to being equipped with the necessary time and wealth.

 Recent years have seen an increase in the consuming power of middle-aged people, we need to develop products that will attract the elderly in future society. We must not neglect research on the elderly, who not only occupy a large proportion of the world's total population, but also is equipped with strong purchasing power.

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