Japanese e-commerce giant Rakuten has announced it will attempt to counteract stiff competition in the Japanese market by setting up an online store in China, on the JD.com Inc network.

As limited growth prospects and a saturated market limit development in the Japanese market, the company will begin with an initial focus on cosmetics, snacks and health-food products – all products that are said to be highly sought after by Chinese consumers.

By selling on the JD.com the company is already ramping up competition in the market, in particular between JD and Alibaba – the country’s largest e-commerce site.

The move into the Japanese online sales market is the latest development for Rakuten, which is run by billionaire Hiroshi Mikitani. Meanwhile the move also provides further opportunities for JD, which will open up new avenues for its consumers to purchase popular Japanese goods.