Home > entertainment > In the past, there were sweet pet dramas featuring middle-aged and elderly tyrants, and later there were male celebrity anchors targeting the "middle-aged women" market. Recently, the personal short video accounts of many middle-aged male celebrities have attracted many "sister"

In the past, there were sweet pet dramas featuring middle-aged and elderly tyrants, and later there were male celebrity anchors targeting the "middle-aged women" market. Recently, the personal short video accounts of many middle-aged male celebrities have attracted many "sister"

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In the past, there were sweet pet dramas about middle-aged and elderly bosses, and later there were male celebrity anchors targeting the "middle-aged women" market. Recently, the personal short video accounts of many middle-aged male celebrities have attracted many "sister" fans and "aunty" fans by publishing short video works about life insights. More than 80% of their fans are women. They then started live streaming, selling women's clothing and skin care products...

Upstream news reporters found that most of these male stars were born in the 70s and 80s, and many of them had popular film and television masterpieces, such as Zhu Yongteng's starring role After "Eighteen Years Old Sky", he played Qingqing in "Four Famous Catchers"; He Shengming played the fourth elder brother in "Palace Lock Heart Jade" and "Palace Lock Bead Curtain"... Although few of their works appear on the screen nowadays on, but still has a good audience. Industry insiders told upstream news reporters that mothers, middle-aged and elderly female users aged 30-50 or even older constitute the core customer base of these male celebrities’ live broadcast e-commerce.

"Tender Boss" persona: Talking about emotions with "sister"

On September 6, an upstream news reporter saw on Douyin that actor Zhu Yongteng's Douyin account was introduced as: actor, beauty expert; starred in "Gege" Get Married", "Agarwood Like Chips", "Three Lives Three Worlds" and more than 60 film and television dramas. The text specifically states "individual, no institution".

Zhu Yongteng, who runs live broadcasts with the persona of "Tender Boss", mostly shoots short videos based on the persona of a successful man talking about his views on women, showing strong resonance with female users.

In the past, there were sweet pet dramas featuring middle-aged and elderly tyrants, and later there were male celebrity anchors targeting the 'middle-aged women' market. Recently, the personal short video accounts of many middle-aged male celebrities have attracted many 'sister' - Lujuba

Zhu Yongteng’s Douyin account has many works that talk about female independence and emotions. /Tik Tok screenshot

As of 3 pm on the 6th, its number of Douyin fans was 5.94 million and it received 16.87 million likes. Its first video was released on December 31, 2019. The content was Zhu Yongteng’s announcement to join Douyin. So far, a total of 830 videos have been released. Recent video works include "Beautiful Woman", "No Forgiveness, No Owe", "Did You Love the Wrong Him", etc. Click on these videos. In the videos, Zhu Yongteng is handsomely dressed, holding a cup of coffee very elegantly. The first sentence he speaks is without exception, "Sister..."

In these videos, Zhu Yongteng said affectionately, "Sister , you have to be beautiful first before you can be better. We need to manage our young mentality with care." "Sister, you should never forgive someone who ignores your emotions. Why should you show up when he needs you? I don’t need your time, I can just leave you alone.” “Sister, if the man you love now doesn’t make you a better person, then I’m sorry, you may be in love with the wrong person.”…

Mother Cicada. Data shows that 84% of Zhu Yongteng’s video viewers are women, and about 36% are users over 50 years old.

In the past, there were sweet pet dramas featuring middle-aged and elderly tyrants, and later there were male celebrity anchors targeting the 'middle-aged women' market. Recently, the personal short video accounts of many middle-aged male celebrities have attracted many 'sister' - Lujuba

There are many flowers and applause in the fans’ comments on Zhu Yongteng’s Douyin video. /TikTok screenshot

Most of the comments under Zhu Yongteng’s video are female avatars, mostly middle-aged women, and most of them directly call Zhu Yongteng “younger brother.” Some of the fans' messages were: "Hello, dear brother, thank you for your support and help." "Dear brother, I just love myself..." "Hello, brother, thank you for your advice. I understand, thank you. My advice will be remembered and engraved in my heart."

Upstream news reporters saw that during a beauty live broadcast in mid-August, Zhu Yongteng brought his 76-year-old mother into the live broadcast room. After his mother shared her experience using a product, Zhu Yongteng announced: "I have only one guarantee. After using it, you will not want to use other products."

In the past, there were sweet pet dramas featuring middle-aged and elderly tyrants, and later there were male celebrity anchors targeting the 'middle-aged women' market. Recently, the personal short video accounts of many middle-aged male celebrities have attracted many 'sister' - Lujuba

data shows that 83% of He Shengming's video viewers are women . Tiktok screenshot

He Shengming's character is similar to Zhu Yongteng. He played the fourth grade brother in the TV series "Gong Lock Heart Jade" more than ten years ago and gained great popularity. On September 6, an upstream news reporter noticed that He Shengming's Douyin account was also marked as "actor, singer". He currently has 4.66 million Douyin fans and received 55.23 million points. The first video was released on May 4, 2020, and a total of 288 video works were released.Many of his video works are about life insights. For example, in "The Favorite Person", He Shengming holds a folding fan in his hand and says handsomely: "The person you love most in this life is the person who loved you most in the previous life. Everything is a debt, and you have to pay it back."

There are many messages from fans like this: "Yuanqi, I saw you on Douyin; Yuanmi, I saw you disappearing from the crowd; Fourth Brother, the origin and fate are all you." "The temperament in He Shengming's bones is really incomparable. People can compare."

Cicada’s mother data shows that 83% of He Shengming’s video viewers are women, and 42.34% are users aged 31-40.

"Affordable Man" character: pragmatic, friendly and down-to-earth

A staff member of a statistical agency told an upstream news reporter that among male celebrities, in addition to "overlord" characters such as Zhu Yongteng, the "Affordable Man" character has heavy responsibilities as an actor. Equally popular.

Upstream reporters saw that unlike Zhu Yongteng, who mainly sells beauty products, skin care, food and beverages, clothing and underwear, Ren Zhong’s live broadcast room focuses on selling household and daily products. He always appears in home scenes wearing a black T-shirt and a peaked cap, introducing products while grilling meat. Previously, the sales volume of the luggage in his live broadcast room was close to 3 million yuan.

also has different responsibilities from Zhu Yongteng during the live broadcast. Through a pragmatic, reliable and family-friendly style, he strives to get closer to fans and introduces products with a sense of life. For example, when selling shrimp slippers, he said: "For 99 yuan, you get two kilograms and four taels of shrimp slippers. You can make hot pot, make dumplings, make shrimp slipper cakes and stuff them into bread." When selling backpacks, he emphasized that they are for children. Schooling is facilitated.

In the past, there were sweet pet dramas featuring middle-aged and elderly tyrants, and later there were male celebrity anchors targeting the 'middle-aged women' market. Recently, the personal short video accounts of many middle-aged male celebrities have attracted many 'sister' - Lujuba

has more than 2 million fans on Douyin. /TikTok screenshot

A staff member of a statistical agency told an upstream news reporter that unlike Li Jiaqi’s address of “all girls,” middle-aged male celebrities address fans in videos and live broadcasts in a highly consistent manner, calling them “sisters.” These people are actors themselves, and their camera sense, body expression, lines and other expressive skills are better than ordinary people. Middle-aged and elderly female users aged 30-50 or even older form the core customer group of these male celebrity live broadcast e-commerce.

There are 8 live broadcasts a day, with monthly sales exceeding 2.5 million.

Upstream news reporters noticed that Zhu Yongteng and He Shengming’s Douyin accounts both have product display windows to facilitate fans to purchase products. Both of them have recently been live streaming to promote products. .

In "Zhu Yongteng's Showcase", there are 231 good items displayed, the number of items sold is 14.3 million, and the number of follow-up buyers is 6.16 million. Its product delivery reputation score is 4.5 (out of 5 points), which is only higher than 43% of its peers. In the past 30 days of live broadcast announcements, it was shown that there were a total of 7 live broadcasts.

Upstream journalists logged into Xin Dou and Feigua data platforms and learned that Zhu Yongteng’s sales in the past 30 days were in the range of 2.5 million to 5 million yuan, higher than 70% of experts at the same level.

"He Shengming's Showcase" shows that 3.15 million products have been sold, with 1.84 million followers. Its product reputation score is 4.7, surpassing 87% of its peers, and its content reputation and service reputation are both 5 points. In the past 30 days of live broadcast announcements, it was shown that there were a total of 15 deliveries, including a total of 8 deliveries on August 7. From about 3 pm to the last one at 11 pm that night, the work was full.

Feigua data platform shows that in the past 30 days, He Shengming has broadcast live 15 times, with an average of 275,000 viewers per game and sales ranging from 2.5 million to 5 million yuan. The

In the past, there were sweet pet dramas featuring middle-aged and elderly tyrants, and later there were male celebrity anchors targeting the 'middle-aged women' market. Recently, the personal short video accounts of many middle-aged male celebrities have attracted many 'sister' - Lujuba

data platform shows that Zhu Yongteng’s live broadcast sales in the past month were in the range of 2.5 million to 5 million. / Feigua data screenshot

On September 6, upstream news reporters contacted He Shengming, Zhu Yongteng, Ren Zhong’s team and their mcn organization, but received no response.

How should these middle-aged male celebrities seize this wave of "middle-aged women" customer market in the future? According to e-commerce insiders, compared with ordinary experts, the aura of celebrity artists is a bonus, but without continuous operation over time, the effect of bringing goods may not be as good as that of ordinary experts.

Take He Shengming, who officially joined the video account this year, as an example. Before joining the video account, He Shengming had successively deployed Taobao live broadcast, Douyin live broadcast and other platforms, and launched multiple live broadcasts on the two platforms in 2021. Currently, Douyin fans There are 4.66 million.

Relevant data shows that the average customer price of Douyin and Kuaishou's live broadcasts are 130 yuan and 88 yuan respectively. In this year's WeChat open class, WeChat officials announced that the average customer price of video accounts' live broadcasts exceeds 200 yuan. Video accounts The relevant person in charge once said that female consumers of video accounts account for 78%, and consumers in first-tier, new first-tier and second-tier cities account for more than 60%. People aged 30-50 contribute 40% of the increase in video accounts.

E-commerce insiders suggest that because this group of people is highly consistent with the main audience of middle-aged male celebrities, many male celebrities who have tried live streaming on other platforms and are good at managing people can quickly recreate their past on their video accounts. The live broadcast delivery path seizes the development node of the video account, builds a live broadcast room on the video account, and quickly starts the delivery of goods. With the help of the previous supply chain, it can quickly increase the reach rate of content and products in the target circle.

Middle-aged and elderly people are increasingly fond of "ordering with passion"

According to the "China Aging Industry Development Report", from 2014 to 2050, the consumption potential of China's elderly population will increase from about 4 trillion yuan to about 106 trillion yuan. Yuan, its share in GDP will increase from 8% to approximately 33%. Although the middle-aged and elderly users will not shake the main force of young people in short videos and live broadcasts, the activity of middle-aged and elderly users in the live broadcast rooms continues to rise, and they are increasingly fond of "passionate orders".

China Broadcasting Television Sofurui Media Research (csm) conducted the sixth annual short video user survey from September to October 2023. Judging from the survey results, short videos have a balanced penetration among users of all ages. Among them, the highest proportion is 30-39 years old, accounting for 21.8%; the combined proportion of users in the age group of 40-49 and 50-59 is 34.7%, and the proportion of users in the age group of 20-29 is only 15.5% .

According to the "Silver-haired People Insight Report" released by the industry research organization, from a time perspective, the phenomenon of middle-aged and elderly people being addicted to the Internet is becoming more and more prominent. On average, they use the Internet for at least 4 hours a day, and there will be an upward trend in the future. From the perspective of consumption, in September 2023, the proportion of online consumption among silver-haired people in the range of 1,000-1,999 yuan was 32.5%, a year-on-year increase of 0.6%; the proportion of online consumption in the range of 2,000-2,999 yuan was 8.4%, a year-on-year increase of 0.6%. An increase of 0.8%.

The male celebrity’s persona and merchandise are easily reminiscent of the anchor “Xiucai” who was once very popular on Douyin and has many “aunties” fans with tens of millions of fans. He was banned from the platform due to illegal activities, which made some fans worried about the behavior of these celebrity anchors.

Senior psychological counselor and writer Zhang Wei told upstream reporters that one of his clients has a middle-aged and elderly woman who is usually very frugal, but spends a lot of money on giving tips to anchors and buying health care products online. In fact, she knew rationally that those things were useless, but she still couldn't control it.

“The midlife crisis does not only exist among men. After many middle-aged women retire, their roles in the workplace and life begin to weaken, and they easily become empty inside. With financial autonomy, they are easily captured by traffic and algorithms. "Zhang Wei said, "In fact, there are a few male celebrities, Internet celebrity anchors, etc., who may be like the previous 'xiucai', who use this 'routine' to comfort women and provide emotional value."

Zhang Wei suggested. : "Many middle-aged and elderly women still have a girlish heart and still long for the unfulfilled dreams and emotions of their youth. This is a fact. As a psychological counselor, my suggestion is: sort your needs. For example, health needs, dignity needs, and safety needs should be ranked first. You must find the right way to comfort yourself, make yourself strong, and give yourself enough care from your loved ones. , don't be 'cut off the leek' easily.

In the past, there were sweet pet dramas about middle-aged and elderly bosses, and later there were male celebrity anchors targeting the "middle-aged women" market. Recently, the personal short video accounts of many middle-aged male celebrities have attracted many "sister" fans and "aunty" fans by publishing short video works about life insights. More than 80% of their fans are women. They then started live streaming, selling women's clothing and skin care products...

Upstream news reporters found that most of these male stars were born in the 70s and 80s, and many of them had popular film and television masterpieces, such as Zhu Yongteng's starring role After "Eighteen Years Old Sky", he played Qingqing in "Four Famous Catchers"; He Shengming played the fourth elder brother in "Palace Lock Heart Jade" and "Palace Lock Bead Curtain"... Although few of their works appear on the screen nowadays on, but still has a good audience. Industry insiders told upstream news reporters that mothers, middle-aged and elderly female users aged 30-50 or even older constitute the core customer base of these male celebrities’ live broadcast e-commerce.

"Tender Boss" persona: Talking about emotions with "sister"

On September 6, an upstream news reporter saw on Douyin that actor Zhu Yongteng's Douyin account was introduced as: actor, beauty expert; starred in "Gege" Get Married", "Agarwood Like Chips", "Three Lives Three Worlds" and more than 60 film and television dramas. The text specifically states "individual, no institution".

Zhu Yongteng, who runs live broadcasts with the persona of "Tender Boss", mostly shoots short videos based on the persona of a successful man talking about his views on women, showing strong resonance with female users.

In the past, there were sweet pet dramas featuring middle-aged and elderly tyrants, and later there were male celebrity anchors targeting the 'middle-aged women' market. Recently, the personal short video accounts of many middle-aged male celebrities have attracted many 'sister' - Lujuba

Zhu Yongteng’s Douyin account has many works that talk about female independence and emotions. /Tik Tok screenshot

As of 3 pm on the 6th, its number of Douyin fans was 5.94 million and it received 16.87 million likes. Its first video was released on December 31, 2019. The content was Zhu Yongteng’s announcement to join Douyin. So far, a total of 830 videos have been released. Recent video works include "Beautiful Woman", "No Forgiveness, No Owe", "Did You Love the Wrong Him", etc. Click on these videos. In the videos, Zhu Yongteng is handsomely dressed, holding a cup of coffee very elegantly. The first sentence he speaks is without exception, "Sister..."

In these videos, Zhu Yongteng said affectionately, "Sister , you have to be beautiful first before you can be better. We need to manage our young mentality with care." "Sister, you should never forgive someone who ignores your emotions. Why should you show up when he needs you? I don’t need your time, I can just leave you alone.” “Sister, if the man you love now doesn’t make you a better person, then I’m sorry, you may be in love with the wrong person.”…

Mother Cicada. Data shows that 84% of Zhu Yongteng’s video viewers are women, and about 36% are users over 50 years old.

In the past, there were sweet pet dramas featuring middle-aged and elderly tyrants, and later there were male celebrity anchors targeting the 'middle-aged women' market. Recently, the personal short video accounts of many middle-aged male celebrities have attracted many 'sister' - Lujuba

There are many flowers and applause in the fans’ comments on Zhu Yongteng’s Douyin video. /TikTok screenshot

Most of the comments under Zhu Yongteng’s video are female avatars, mostly middle-aged women, and most of them directly call Zhu Yongteng “younger brother.” Some of the fans' messages were: "Hello, dear brother, thank you for your support and help." "Dear brother, I just love myself..." "Hello, brother, thank you for your advice. I understand, thank you. My advice will be remembered and engraved in my heart."

Upstream news reporters saw that during a beauty live broadcast in mid-August, Zhu Yongteng brought his 76-year-old mother into the live broadcast room. After his mother shared her experience using a product, Zhu Yongteng announced: "I have only one guarantee. After using it, you will not want to use other products."

In the past, there were sweet pet dramas featuring middle-aged and elderly tyrants, and later there were male celebrity anchors targeting the 'middle-aged women' market. Recently, the personal short video accounts of many middle-aged male celebrities have attracted many 'sister' - Lujuba

data shows that 83% of He Shengming's video viewers are women . Tiktok screenshot

He Shengming's character is similar to Zhu Yongteng. He played the fourth grade brother in the TV series "Gong Lock Heart Jade" more than ten years ago and gained great popularity. On September 6, an upstream news reporter noticed that He Shengming's Douyin account was also marked as "actor, singer". He currently has 4.66 million Douyin fans and received 55.23 million points. The first video was released on May 4, 2020, and a total of 288 video works were released.Many of his video works are about life insights. For example, in "The Favorite Person", He Shengming holds a folding fan in his hand and says handsomely: "The person you love most in this life is the person who loved you most in the previous life. Everything is a debt, and you have to pay it back."

There are many messages from fans like this: "Yuanqi, I saw you on Douyin; Yuanmi, I saw you disappearing from the crowd; Fourth Brother, the origin and fate are all you." "The temperament in He Shengming's bones is really incomparable. People can compare."

Cicada’s mother data shows that 83% of He Shengming’s video viewers are women, and 42.34% are users aged 31-40.

"Affordable Man" character: pragmatic, friendly and down-to-earth

A staff member of a statistical agency told an upstream news reporter that among male celebrities, in addition to "overlord" characters such as Zhu Yongteng, the "Affordable Man" character has heavy responsibilities as an actor. Equally popular.

Upstream reporters saw that unlike Zhu Yongteng, who mainly sells beauty products, skin care, food and beverages, clothing and underwear, Ren Zhong’s live broadcast room focuses on selling household and daily products. He always appears in home scenes wearing a black T-shirt and a peaked cap, introducing products while grilling meat. Previously, the sales volume of the luggage in his live broadcast room was close to 3 million yuan.

also has different responsibilities from Zhu Yongteng during the live broadcast. Through a pragmatic, reliable and family-friendly style, he strives to get closer to fans and introduces products with a sense of life. For example, when selling shrimp slippers, he said: "For 99 yuan, you get two kilograms and four taels of shrimp slippers. You can make hot pot, make dumplings, make shrimp slipper cakes and stuff them into bread." When selling backpacks, he emphasized that they are for children. Schooling is facilitated.

In the past, there were sweet pet dramas featuring middle-aged and elderly tyrants, and later there were male celebrity anchors targeting the 'middle-aged women' market. Recently, the personal short video accounts of many middle-aged male celebrities have attracted many 'sister' - Lujuba

has more than 2 million fans on Douyin. /TikTok screenshot

A staff member of a statistical agency told an upstream news reporter that unlike Li Jiaqi’s address of “all girls,” middle-aged male celebrities address fans in videos and live broadcasts in a highly consistent manner, calling them “sisters.” These people are actors themselves, and their camera sense, body expression, lines and other expressive skills are better than ordinary people. Middle-aged and elderly female users aged 30-50 or even older form the core customer group of these male celebrity live broadcast e-commerce.

There are 8 live broadcasts a day, with monthly sales exceeding 2.5 million.

Upstream news reporters noticed that Zhu Yongteng and He Shengming’s Douyin accounts both have product display windows to facilitate fans to purchase products. Both of them have recently been live streaming to promote products. .

In "Zhu Yongteng's Showcase", there are 231 good items displayed, the number of items sold is 14.3 million, and the number of follow-up buyers is 6.16 million. Its product delivery reputation score is 4.5 (out of 5 points), which is only higher than 43% of its peers. In the past 30 days of live broadcast announcements, it was shown that there were a total of 7 live broadcasts.

Upstream journalists logged into Xin Dou and Feigua data platforms and learned that Zhu Yongteng’s sales in the past 30 days were in the range of 2.5 million to 5 million yuan, higher than 70% of experts at the same level.

"He Shengming's Showcase" shows that 3.15 million products have been sold, with 1.84 million followers. Its product reputation score is 4.7, surpassing 87% of its peers, and its content reputation and service reputation are both 5 points. In the past 30 days of live broadcast announcements, it was shown that there were a total of 15 deliveries, including a total of 8 deliveries on August 7. From about 3 pm to the last one at 11 pm that night, the work was full.

Feigua data platform shows that in the past 30 days, He Shengming has broadcast live 15 times, with an average of 275,000 viewers per game and sales ranging from 2.5 million to 5 million yuan. The

In the past, there were sweet pet dramas featuring middle-aged and elderly tyrants, and later there were male celebrity anchors targeting the 'middle-aged women' market. Recently, the personal short video accounts of many middle-aged male celebrities have attracted many 'sister' - Lujuba

data platform shows that Zhu Yongteng’s live broadcast sales in the past month were in the range of 2.5 million to 5 million. / Feigua data screenshot

On September 6, upstream news reporters contacted He Shengming, Zhu Yongteng, Ren Zhong’s team and their mcn organization, but received no response.

How should these middle-aged male celebrities seize this wave of "middle-aged women" customer market in the future? According to e-commerce insiders, compared with ordinary experts, the aura of celebrity artists is a bonus, but without continuous operation over time, the effect of bringing goods may not be as good as that of ordinary experts.

Take He Shengming, who officially joined the video account this year, as an example. Before joining the video account, He Shengming had successively deployed Taobao live broadcast, Douyin live broadcast and other platforms, and launched multiple live broadcasts on the two platforms in 2021. Currently, Douyin fans There are 4.66 million.

Relevant data shows that the average customer price of Douyin and Kuaishou's live broadcasts are 130 yuan and 88 yuan respectively. In this year's WeChat open class, WeChat officials announced that the average customer price of video accounts' live broadcasts exceeds 200 yuan. Video accounts The relevant person in charge once said that female consumers of video accounts account for 78%, and consumers in first-tier, new first-tier and second-tier cities account for more than 60%. People aged 30-50 contribute 40% of the increase in video accounts.

E-commerce insiders suggest that because this group of people is highly consistent with the main audience of middle-aged male celebrities, many male celebrities who have tried live streaming on other platforms and are good at managing people can quickly recreate their past on their video accounts. The live broadcast delivery path seizes the development node of the video account, builds a live broadcast room on the video account, and quickly starts the delivery of goods. With the help of the previous supply chain, it can quickly increase the reach rate of content and products in the target circle.

Middle-aged and elderly people are increasingly fond of "ordering with passion"

According to the "China Aging Industry Development Report", from 2014 to 2050, the consumption potential of China's elderly population will increase from about 4 trillion yuan to about 106 trillion yuan. Yuan, its share in GDP will increase from 8% to approximately 33%. Although the middle-aged and elderly users will not shake the main force of young people in short videos and live broadcasts, the activity of middle-aged and elderly users in the live broadcast rooms continues to rise, and they are increasingly fond of "passionate orders".

China Broadcasting Television Sofurui Media Research (csm) conducted the sixth annual short video user survey from September to October 2023. Judging from the survey results, short videos have a balanced penetration among users of all ages. Among them, the highest proportion is 30-39 years old, accounting for 21.8%; the combined proportion of users in the age group of 40-49 and 50-59 is 34.7%, and the proportion of users in the age group of 20-29 is only 15.5% .

According to the "Silver-haired People Insight Report" released by the industry research organization, from a time perspective, the phenomenon of middle-aged and elderly people being addicted to the Internet is becoming more and more prominent. On average, they use the Internet for at least 4 hours a day, and there will be an upward trend in the future. From the perspective of consumption, in September 2023, the proportion of online consumption among silver-haired people in the range of 1,000-1,999 yuan was 32.5%, a year-on-year increase of 0.6%; the proportion of online consumption in the range of 2,000-2,999 yuan was 8.4%, a year-on-year increase of 0.6%. An increase of 0.8%.

The male celebrity’s persona and merchandise are easily reminiscent of the anchor “Xiucai” who was once very popular on Douyin and has many “aunties” fans with tens of millions of fans. He was banned from the platform due to illegal activities, which made some fans worried about the behavior of these celebrity anchors.

Senior psychological counselor and writer Zhang Wei told upstream reporters that one of his clients has a middle-aged and elderly woman who is usually very frugal, but spends a lot of money on giving tips to anchors and buying health care products online. In fact, she knew rationally that those things were useless, but she still couldn't control it.

“The midlife crisis does not only exist among men. After many middle-aged women retire, their roles in the workplace and life begin to weaken, and they easily become empty inside. With financial autonomy, they are easily captured by traffic and algorithms. "Zhang Wei said, "In fact, there are a few male celebrities, Internet celebrity anchors, etc., who may be like the previous 'xiucai', who use this 'routine' to comfort women and provide emotional value."

Zhang Wei suggested. : "Many middle-aged and elderly women still have a girlish heart and still long for the unfulfilled dreams and emotions of their youth. This is a fact. As a psychological counselor, my suggestion is: sort your needs. For example, health needs, dignity needs, and safety needs should be ranked first. You must find the right way to comfort yourself, make yourself strong, and give yourself enough care from your loved ones. , don't be 'cut off the leek' easily.”

Source: Upstream News

Tags： entertainment

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