Alibaba Pictures Group Ltd is to expand its online movie-ticketing business into a wider marketing platform, as the Hong Kong-listed company continues its ambitious foray into the entertainment sector.

Officials at the film offshoot of e-commerce giant Alibaba Group said on Monday it was rebranding the unit into "Tao Piaopiao", and that it would now handle ticketing for concerts, sports events and other entertainment events it organizes, as well as provide promotional and distribution services.

Tao Piaopiao, previously known as Taobao Dianying and launched at the end of 2014, already claims a 20 percent share of China's online movie-ticketing market.