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JD.Com Inc. announced Oct. 18 that it is launching a retail marketing initiative with Tencent Holdings Ltd. that will see the Chinese companies share data in order to more accurately target consumers.

The e-commerce giant said it will combine its online and offline shopping data with user information from Tencent's social media platforms, which include the messaging app WeChat. That will be used to create a shopping database to offer brands insight into consumer behavior in China and allow them to fine-tune marketing efforts.

In addition, consumers will be able to use sales promotions and discounts while shopping online and in brick-and-mortar stores, while JD's resources will be integrated into mini-programs on WeChat.

"Supplementing JD and Tencent's big data with offline store information helps us paint a complete user profile, closing the loop across a fragmented Chinese retail landscape," JD's chief marketing officer, Lei Xu, said in the announcement, adding that about a quarter of the shopping site's first-time users in recent years have come via Tencent platforms.

JD noted that the new effort expands on a mobile marketing initiative launched with Tencent in late 2015. Most recently, the two companies teamed up on a line of merchandise based on popular Tencent mobile games.

Meanwhile, JD also announced at a press event that it will expand its ongoing strategic alliance with Wal-Mart Stores Inc. in the areas of shopping memberships and order fulfillment, The Nikkei reported Oct. 18.

JD and Wal-Mart reportedly plan to integrate their membership systems in China, which would allow shoppers to take advantage of benefits such as discounts with both retailers.

They will also deploy a new joint inventory system that can use Wal-Mart product stocks in China to fill orders placed on The Chinese company previously said the system would be piloted in the cities of Beijing, Shanghai, Guangzhou, Shenzhen, Chengdu and Wuhan.