银发主播“C位出道”：直播间里的事业“第二春”

Core Insights - The article highlights the emergence of "silver-haired" live streamers in the e-commerce space, particularly focusing on their appeal to the aging population and the potential of the silver economy [1][5][6] Group 1: Silver Economy and Market Trends - The silver economy is gaining traction as the elderly population in China is projected to reach 310 million by the end of 2024, accounting for 22% of the total population, and is expected to exceed 400 million by 2035, surpassing 30% [5] - The rise of silver-haired live streamers reflects a growing trend where older individuals leverage their life experiences and unique skills to engage with consumers, creating a new market segment [2][4][5] Group 2: Notable Silver Streamers - Notable figures include 84-year-old Wang Nai Nai, who has over 10 million followers on Douyin, and 77-year-old Tian Lao Lao, who has 30 million followers and recently achieved sales exceeding 100,000 yuan in a single live stream [2] - "Dujun Grandma," a 60-year-old English teacher, integrates her language skills into her live streams, showcasing her flower cultivation business and reaching audiences both domestically and internationally [3] Group 3: Challenges and Concerns - Despite the positive aspects, there are concerns regarding the exploitation of elderly streamers, with many working under unfavorable conditions and receiving only a small percentage of the profits from their sales [6] - The article notes that some elderly streamers are often seen in poor conditions, raising ethical questions about the commercialization of their stories and the products they promote [6][7] Group 4: Regulatory and Support Measures - In response to concerns about exploitation, platforms like Douyin are implementing stricter regulations against misleading practices and are focusing on creating a safer shopping environment for elderly consumers [7] - Experts suggest enhancing platform usability for older users, providing support for silver streamers, and establishing dedicated supply chains to ensure product quality [7]