Before we dive into the marketing campaigns now live across various channels and platforms, it’s important to understand the context of International Women’s Day in China!

International Women’s Day has been recognized in China since 1949. But the day’s significance has moved away from female empowerment for the country’s e-commerce retailers over recent years – who brand the day as ‘Queen’s Day’ or ‘Goddess Day’. Check this carousel to understand more 

Goddess Day 女王节 or Queen’s Day?

Every year, China celebrates International Women’s Day on March 8, but it has devolved into a prime time for online sales campaigns and advertising rather than a moment to celebrate the achievements of women.

In fact, 妇女节 (fùnǚjié) has become one of the most attractive national shopping holidays, also known as Goddess Day 女王节 or Queens Day

A pleasant excuse to 买买买 (buy)!

How eCommerce platforms react to this online shopping event?

Every major e-commerce platform and brand holds sales promotions to commemorate the occasion.

Why is it so important? Women’s Day kicks off the post-ChineseNew Year season and acts as a good barometer for consumer spending

Interesting to watch how Chinese marketplaces are supporting international brands in reaching Chinese consumers’ attention.
Digital red envelopes and live streaming format are a not-to-be-missed opportunity, one of the most popular forms of social commerce and consumer-facing digital innovations. 

Most of them put a strong effort into exclusive membership plans to build platform loyalty and give their members even more benefits. It is the case of @Secoo, which offers the opportunity to receive a cashback of 300 yuan after total spending of 2000yuan

Eager shopping consumers have also the chance to join thousands of live streaming sessions hosted all around the globe and purchase their most wanted items.

It all started with pre-sale activities!
On the Tmall pre-sale activities were officially rolled out on March 2nd