Social media-savvy ‘Changerdai’ reshape China’s manufacturing industry

Second-generation Chinese factory owners are using social media to revitalise the manufacturing industry.
Chinese influencers, manufacturing, factory workers

In China, a new generation of young factory owners is reshaping the country’s manufacturing industry, turning to social media to connect directly with international buyers. Robyn Qiu, a Yale graduate and the daughter of factory owners, is part of this wave, using platforms like Instagram and TikTok to showcase her family’s metal hardware factory in eastern China. Through these videos, which often highlight China’s manufacturing hubs and daily life, Qiu has drawn significant interest from foreign buyers, securing over 500 business inquiries since May.

Second-generation owners like Qiu are tapping into digital marketing to address challenges facing China’s manufacturing sector, including rising labour costs and geopolitical pressures pushing clients to alternative production sites. Qiu’s approach contrasts sharply with her parents’ generation, who relied on middlemen and established buyers, and reflects a desire to elevate China’s standing within the global supply chain. Her strategy includes reducing dependency on middlemen by directly marketing high-tech products like laser levels, positioning her family’s factory as a brand rather than a supplier.

Qiu’s success echoes broader efforts by the “Changerdai” generation — young factory heirs who, unlike the more extravagant “Fuerdai,” focus on advancing their family businesses. Examples of Changerdai’s social media success abound, with viral content such as Qiu’s factory tours or short video dramas from towel makers drawing millions of followers. Guangzhou’s LC Sign factory, for instance, has gained a massive following with humorous videos featuring its LED signage.

By prioritising visibility and brand loyalty, these young entrepreneurs are ensuring their products stand out in a competitive market. In an era of manufacturing oversupply, standing out on social media has become crucial to maintain stable, profitable orders, with the Changerdai leading this new frontier in China‘s manufacturing sector.