Deng Qi used to oversee e-commerce giant Alibaba Group's operations in the western area of Guangdong province from its Jiangmen office, but he moved his family to Zhanjiang last year to start a new office to tap the local market.

His move was part of Alibaba's restructuring efforts to break into the markets of more third and fourth-tier cities.

"When Alibaba offered the position (of general manager, Alibaba Zhanjiang Service Center), I felt it was worth it. I felt the great potential here," Deng said.