In recent years, with the rapid rise of short-video platforms, a growing number of ‘second-generation factory heirs’—the children of traditional manufacturing business owners—have begun using short videos to showcase their family factories. Rather than following conventional succession paths, they leverage new media tools to present production lines, manufacturing processes, and even management philosophies in engaging and relatable ways. Some have reportedly gained over 300,000 followers on platforms like Douyin (TikTok) and Kuaishou within just one month, quickly building substantial private-domain traffic.Their content resonates because it challenges outdated stereotypes of factories as dirty or chaotic, instead highlighting the automation, intelligence, and efficiency of modern Chinese manufacturing. Many of these young heirs are well-educated and digitally savvy, enabling them to craft compelling narratives that humanize and dramatize the stories behind ‘Made in China.’ Moreover, their short videos often serve dual purposes: boosting brand visibility while directly connecting with B2B clients or end consumers for sales conversion.This trend reflects a broader integration of traditional industry with the digital era, injecting fresh energy into family-run enterprises. In the future, more ‘factory heirs’ may harness short-video platforms not only to redefine the image of Chinese manufacturing but also to carve out unique paths of succession and entrepreneurship.
近年来，随着短视频平台的迅猛发展，越来越多‘厂二代’（即家族制造业企业的第二代接班人）开始尝试通过短视频展示自家工厂的真实面貌。他们不再局限于传统接班路径，而是借助新媒体工具，将生产线、产品制造过程甚至企业管理理念以轻松有趣的方式呈现给大众。有报道称，部分‘厂二代’仅用一个月时间就在抖音、快手等平台上涨粉超过30万，迅速积累起可观的私域流量。这些内容之所以吸引人，一方面是因为打破了大众对工厂‘脏乱差’的刻板印象，展示了现代制造业的自动化、智能化与整洁高效；另一方面，‘厂二代’们往往具备良好的教育背景和互联网思维，能精准把握用户兴趣点，用故事化、人格化的方式讲述‘中国制造’背后的努力与创新。此外，通过短视频引流，他们还能直接对接B端客户或C端消费者，实现品牌曝光与销售转化的双重目标。这种现象不仅体现了传统制造业与数字时代的融合趋势，也为家族企业注入了新的活力与可能性。未来，或许会有更多‘厂二代’借助短视频平台，重塑中国制造的形象，并探索出一条属于自己的接班与创业之路。
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