E-commerce giant Alibaba, known for helping online vendors to attract as many shoppers as possible, is branching out in a new direction by enabling Chinese sperm banks to find potential donors.

The company, based in Hangzhou, Zhejiang province, ran a promotion on its Juhuasuan group buying site from July 15 to 17 on behalf of seven sperm centers.

Men who sign up to donate sperm and complete the procedure will receive subsidies ranging from 3,000 yuan ($483) to 5,000 yuan from the sperm banks.