China’s biggest e-commerce company Alibaba Group Holding Ltd will invest $486 million for a stake in a domestic big-data firm focused on retail and hotels, as a major aspect of a push to deepen its offline presence.

The firm will purchase a 38.0% stake in Shiji Retail Information Technology Co by means of its subsidiary Alibaba Investment Ltd, the data firm’s listed parent said in a documenting to the Shenzhen stock exchange on Thursday.

The deal is a piece of a “new retail” strategic cooperation, Beijing Shiji Information Technology Co Ltd stated, referring to a move by Alibaba and rivals to leverage big-data to shake up China’s huge yet slowing down retail market.

Alibaba has been beefing up its retail presence with more than $10 billion of investments into brick and mortar outlets in the midst of rising competition in the space from rival Tencent Holdings Ltd.

Alibaba did not immediately respond to a request for comment on the announcement by Beijing Shiji Information.

Beijing Shiji Information says it provides software and data systems to hotel firms, for example, InterContinental Hotels Group, retailers, for example, Starbucks Corp, and entertainment companies.

The latest deal comes after another Alibaba subsidiary, Taobao (China) Software Co Ltd, agreed to take an about 15.0% stake in Beijing Shiji Information in 2014 for 2.81 billion yuan to help bolster its online travel business.