E-commerce giant Alibaba Group Holding Ltd has launched a new charity alliance program in Beijing, which will link online stores, customers, foundations and a third-party inspection agency.

Jin Jianhang, Alibaba's president, said the program's aim is to "affect people's philanthropic behavior, not only by encouraging them to donate more money, but also to become more involved in charity work".

"But even when they donate a few cents, it means something," said Jin.