BEIJING/SHANGHAI (Reuters) – China’s No. 2 e-commerce firm JD.com Inc (JD.O) is launching a Chinese consumer credit data system as a joint venture with U.S. credit-scoring technology company ZestFinance, taking on a rival service linked to the larger Alibaba Group Holding Ltd (BABA.N). JD-ZestFinance Gaia, as the joint venture will be known, will use the U.S. firm’s machine learning technology to analyze JD.com’s online shoppers’ data and churn out a credit risk score, according to a joint press release on Friday.