Cainiao, Alibaba Group Holding Ltd's logistics offshoot, is investing 1 billion yuan ($153.6 million) in an upgraded type of service, which it claims will offer China's growing army of online shoppers better, faster deliveries.

Zhejiang Cainiao Supply Chain Management Co, to give its full name, is creating the Cainiao Alliance, a new e-commerce logistics organization, which officials said will be dedicated to offering higher-quality delivery services.

Couriers signing up to the alliance will be offered access to Cainiao's full infrastructure resources, its supply chain and big-data facilities, and have access to its customer service team, which the operator claims will provide a higher level of service.