China's major e-commerce platform Pinduoduo said on Wednesday that it will invest 100 billion yuan ($13.9 billion) over the next three years to build a new self-operated brand initiative, as part of a broader push to upgrade China's supply chains and expand globally.

The company announced during its latest earnings call that it has established a new in-house brand, "Xinpinmu", with an initial cash injection of 15 billion yuan. The initiative will integrate supply chain resources from both Pinduoduo and its overseas platform Temu. 

According to Zhao Jiazhen, co-chairman and co-CEO of Pinduoduo, the group will "concentrate its resources" to advance the high-quality development of Xinpinmu over the next three years, with setting up a dedicated entity in Shanghai. 

Under the plan, Xinpinmu will adopt a self-operated model targeting global markets, aiming to incubate and develop brands across different categories while promoting higher manufacturing standards, Zhao said.

Pinduoduo also said it will roll out a series of measures to support the initiative, including customized manufacturing solutions for industrial clusters, integrated services covering product development, technology and marketing, and comprehensive support for global expansion such as logistics, intellectual property protection and compliance services.

The strategy builds on Temu's rapid international expansion. Temu has entered more than 90 countries in the past three years and grown into a major global e-commerce platform, the company said.

"China's industrial clusters are entering a new stage where brand development is becoming a key growth driver," Zhao said.

"Through Xinpinmu, we will continue to invest heavily in the supply chain and support more Chinese brands in reaching global markets."