Alibaba Group announced Tuesday a strategic partnership (in Chinese) with its nearly half-owned film unit Alibaba Pictures, in a move widely seen as an attempt by the e-commerce giant to integrate its cultural and entertainment resources.

Alibaba Group, aggressive in seeking new growth engines amid the country’s economic slowdown, has been ramping up efforts to make inroads into the country’s entertainment industry in recent years.

The e-commerce giant consolidated some of its businesses and established a new cultural and entertainment group last year, with former UCWeb CEO Yu Yongfu at the helm. The new group is composed of Alibaba Pictures, Youku-Tudou, web browser UCWeb, Alibaba music, as well as the group’s literature, sports, gaming and the digital and music business units.

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Sheila Yu

Sheila Yu is a Shanghai-based technology writer. She brings readers the biggest news from Chinese language tech media. Reach her at sheila@technode.com.