(Yicai Global) Sept. 22 -- Chinese e-commerce firm JD.com Inc. [NASDAQ:JD] and internet giant Tencent Holdings Ltd. [HKG:0700] will jointly expand an ecosphere of derivative products related to Tencent's popular instant messaging platform QQ.

The expansion is focused on intellectual property related to Tencent's penguin logo, as well as apparel, games, novels, and comic books.

Both parties will work together with 100 fashion brands to establish a JD.com fashion industry alliance and team up with industry media to release content on fashion trends for men's and women's clothes for autumn and winter.

Tencent's social media platform will support the industry alliance, while JD.com will provide solutions for retail infrastructure construction, brand coverage and product development.

"Brand owners can leverage their influence and marketing and supply systems to provide great online-to-offline experiences for intellectual property cooperation," said Li La, general manager of the copyright business department at Tencent Interactive Entertainment.

Tencent will also work with JD.com to develop products related to a range of games including QQ Family, Arena of Valor (known as King of Glory in China), Cross Fire, QQ Speed, MapleStory2, and Fight the Landlord, which is based on a popular Chinese card game.