(Yicai Global) Feb. 21 -- Chinese e-commerce titan JD.Com plans to debut a new shopping channel called 10 Billion Yuan that will offer subsidies in a move to better compete with Pinduoduo, a group-buying platform famed for its discounted prices.

The JD.Com channel has entered the final stages before selecting goods and completing the pricing system, news outlet 36Kr reported today.

Initiated by Pinduoduo, the method of launching channels relying on subsidies has been adopted by several e-commerce platforms, including Taobao. But they usually target only certain segments of products. 

The JD.Com subsidies will cover all categories and are not limited to the platform's top segments of computers, communication devices, and consumer goods, the same source reported, citing an insider at the Beijing-based company. Both self-operated stores and third-party merchants will be involved. 

Moreover, JD.Com will set up a backend system to compare prices of corresponding items across the entire internet, the insider said. Sales and procurement staff will follow real-time price trends and if they discover that JD.Com's price is higher than the market price, a double discount will be added to items in certain segments.

Discounts are not new to the major rival of Alibaba Group Holding but the latest move shows the tactic is here to stay. JD.Com piloted a CNY10 billion (USD1.5 billion) subsidy campaign during last year's Double-11 shopping festival and another campaign during this year’s Chinese New Year holiday. 

Editor: Emmi Laine, Xiao Yi