(Yicai Global) Feb. 28 -- Chinese e-commerce giant JD.Com Inc. has opened up an Australasia headquarters in Melbourne to support business development in the South Pacific and meet its broader international profit goals.

New Zealand and Australian brands will be able to reach an audience of 900 million users in China through JD.Com's WeChat and QQ shopping channels, which it runs in partnership with Tencent Holdings Ltd., online news outlet 36KR reported.

The move is all part of a grander plan unveiled in an internal letter by founder Richard Liu on Feb. 14. Under the strategy, the online retailer aims to generate half of its profit from outside China within 10 years, with specific goals of expanding in the Americas, Europe, Southeast Asia and Australia.

JD.Com will look to kick off its United States expansion plan in Los Angeles in the second half of this year, and take on Amazon in Europe as early as next year, with a view to covering the whole continent in the next few years.

Joybuy, the English language version of JD.Com's global e-commerce platform, sells a broad range of products akin to the China site, from cushions and mugs to laptops and smartphones. It opened to Australia in June.

The new headquarters will provide a low-cost commodity circulation solution for small- to medium-sized enterprises in Australasia and allow Chinese brands to enter the South Pacific markets, the report said.