A 72-year-old man modeling women's clothes for his granddaughter's online store has become a web celebrity and sales have surged.

Liu Qianping came to visit his granddaughter Lu Ting in Guangzhou, Guangdong province, this month. Lu, 23, runs a women's clothing store at Taobao Mall, a major online shopping service provider.

Lu said business was not good, and she worried about an upcoming big promotion day. When she put a coat on her grandfather, she thought it looked wonderful. He then helped by modeling women's clothes, wearing a long wig.

The photos of Liu in dresses or coats have drawn widespread attention since he made his modeling debut on Nov 9 and spurred sales. On Nov 11, a big promotion day for online shops, sales were five times higher than normal .