(ECNS) -- The Chinese version of International Women's Day has been rebranded by many online shopping sites, which are using more eye-catching names to boost consumption without offending female shoppers.
For some time, March 8 has been translated as "Fu Nv Jie," with the first two characters "fu nv" meaning women and "jie" meaning holiday or festival.
However, "fu nv" in the Chinese language also carries connotations of being aged or mature, and also lacking in charm.
Like other holidays in China, Women's Day is seen as a money spinner. Online and offline stores see it as a chance to attract female buyers.
E-commerce giant Alibaba, which successfully transformed China's unofficial Singles Day on November 11 into a "Double 11" shopping spree, has renamed International Women's Day "Niang Niang Jie," which literally means "Empress Day."
Meanwhile, E-commerce site Suning.com named it "Gui Mi Jie" or "Girlfriends Day" in English, while JD.com, China's second biggest e-commerce company behind Alibaba, used "Hu Die Jie" or "Butterfly Day." Other online shopping and service sites opted for "Nv Shen Jie" or "Goddess Day," in an effort to fuel consumption.
Marketing experts say the careful wording shows that e-commerce site are using emotional pull to sway purchases in their favor.
A previous survey shows that the number of Chinese female consumers is 480 million, and in 75 percent of families woman have the final say in shopping decisions.
