这年头，"年轻"和"中产"俩金字招牌，都不够香了？ 连曾经挤破头也要混进年轻人鞋柜的斯凯奇，最近也铆足了劲儿，直奔广场舞C位——银发赛道，去抢"爹妈粉"了。 来源：36氪 没哄动年轻人的斯凯奇， 一脚蹬进老年赛道。 文｜阿瑞 编辑｜安菲尔德 来源｜惊蛰青年（ID：wakinglism） 封面来源｜企业官方 业绩承压，增长乏力，拓客不易，人艰不拆。 2025年上半年，斯凯奇在全球狂揽48.5亿美元，销售额同比增长10%，亚太市场更是涨势喜人（同比增长15.8%），可一向最具潜力的中国市场却落后 了：继2024年四季度销售额下滑11.5%后，2025年上半年销售额同比再次下滑12.1%。与其他区域的增长相比，中国市场竟成了"拖油瓶"。 耐人寻味的是，今年8月，斯凯奇官宣影帝梁朝伟担任亚太区品牌代言人，还上新了以"舒适"为主题的宣传片。然而叛逆网友的观后感却截然不同。有人 说："或许品牌想要一种松弛感，但不知道的还以为是足力健广告。"更有人锐评："（片子）有种淡淡的老登味。" 款"。（图/斯凯奇广告截图） 最近，许多爸妈穿上了"梁朝伟同 多年来，由于消费者根深蒂固的"中穿不中看"刻板印象，斯凯奇本就被戏称为"老人鞋 ...

Core Viewpoint - The rise of elderly content creators on social media platforms like Xiaohongshu and Douyin showcases a significant shift in the digital landscape, where seniors aged 60 and above are not just passive consumers but active producers of content, gaining popularity among younger audiences [1][2][13] Group 1: Demographics and Engagement - As of December 2024, the number of internet users aged 60 and above in China is projected to reach 156 million, with an internet penetration rate exceeding 52.5% [1] - Topics related to elderly users have gained substantial traction, with discussions around "grandparents" reaching 690 million on Xiaohongshu and 10.53 billion on Douyin [1] - The number of elderly creators on Douyin has produced over 600 million videos, accumulating 40 billion likes by April 2021 [2] Group 2: Content Creation and Popularity - By June 2025, there are at least 77 elderly creators on Douyin with over 1 million followers, showcasing their ability to attract significant attention [2] - Notable elderly influencers include @潘姥姥 and @我是田姥姥, with follower counts of 34.28 million and 34.54 million respectively [4] - Elderly creators are redefining their image through vibrant daily life content, contrasting traditional perceptions of aging [4][5] Group 3: Commercialization Strategies - Elderly influencers primarily target younger audiences for monetization, with @周大爷不服老's followers aged 18-30 making up approximately 36.49% on Douyin [5] - The commercial partnerships of these creators often focus on food, beverages, and electronics, with @周大爷 collaborating on 9 occasions in the last 180 days [5] - Some elderly creators are leveraging their professional expertise to share knowledge, such as @郑奶奶科学育儿, who has generated significant revenue through live streaming [9] Group 4: Challenges and Innovations - Despite their popularity, elderly creators face challenges in high-intensity live streaming due to physical limitations, leading to alternative strategies like family involvement in content creation [8][10] - The emergence of IP-based models, such as the @时尚奶奶团, illustrates a shift towards structured commercialization, moving beyond individual creators to collective branding [10][11] - The commercial journey of brands like @老饭骨 demonstrates the potential for elderly influencers to evolve into new consumer brands, expanding their market reach [12] Group 5: Future Outlook - The growth of elderly content creators signifies a redefinition of age, challenging traditional notions of aging and showcasing the potential for continued engagement in digital spaces [13] - Balancing authenticity in content creation with commercial demands remains a critical consideration for the industry moving forward [13]