Chinese online retail giant JD.com today launched an equity crowdfunding site, its second effort in crowdfunding. Eight months ago, it rolled out a Kickstarter-like site for its smart hardware initiative.

Alibaba Group and Suning, the leading retailers of home appliances and consumer electronics, reportedly are also about to launch equity crowdfunding sites.

On JD’s platform, every round of funding will be led by a professional investor, with qualified users able to join him or her, according to the company. There are or have been two dozen equity crowdfunding sites in China as of the end of 2014, many using the same methods.

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Tracey Xiang

Tracey Xiang is Beijing, China-based tech writer. Reach her at traceyxiang@gmail.com