(Yicai Global) Aug. 15 -- China's biggest online retailer JD.Com and tech and internet firm Xiaomi have teamed up to develop a targeted marketing platform that enhances user experience by offering more suitable ads.

The two Beijing-based firms announced the deal yesterday to mark the 11th such agreement for JD, which has already penned similar partnerships with the likes of Tencent, Baidu and Beijing Bytedance Technology, online news portal Sina reported.

The new platform aims to get a more accurate understanding of users' needs and interests, including shoppers on JD and Xiaomi fans. By doing so, it will look to focus on customer-centered advertising, rather than just pushing company-selected products.

Xiaomi has an abundance of advertising space and can select the most appropriate forms to ensure high conversion rates based on user behaviors, it said.

Though many see the firm as a smartphone and consumer goods manufacturer, Xiaomi rakes in a large portion of its profit from internet services, selling its handsets at low margins to encourage sales. Those smartphones come installed with Xiaomi's Android-based firmware, MIUI -- an operating system which had more than 190 million users as of the end of July, whose data it tracks to plug Xiaomi or third-party apps and services.

Editor: James Boynton