Digital-savvy heirs: China’s ‘Changerdai’ shift to social media to boost business in family factories amid economic pressures

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Digital-savvy heirs: China’s ‘Changerdai’ shift to social media to boost business in family factories amid economic pressures
Heirs,Second Generation,Social Media

NANTONG (China), Oct 28 — Dressed in a pristine white knit top, Robyn Qiu cut an incongruous figure in her parents’ dusty, hangar-like metal hardware factory in eastern China...

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Qiu said she grew up with “the noise of machines running day and night”, but working in manufacturing was not always her first choice. Qiu has set up a marketing business that directly connects factories with foreign audiences, through videos posted on Instagram and TikTok, which in China can only be accessed using a VPN.

The Qius lost major customers in the 2010s after refusing an offer to move their production to Cambodia. Qiu said she sees the supply chain as a pyramid, with international brands at the top and raw material suppliers at the bottom.Rose Law, the daughter of a cosmetics factory owner in southern Guangdong province, echoed many of Qiu’s thoughts, telling AFP her personal goals include “being able to have a more positive impact on the industry”.

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