The firm has faced several unprecedented headwinds in recent years as Beijing imposed tighter restrictions on the domestic tech sector.

The appointment comes weeks after the billionaire made a rare public appearance in China following his fall from grace during a government crackdown on the tech industry over two years ago.

Alibaba says it planned to split into six units and explore fundraisings or listings for most of them, in the biggest restructuring of the technology conglomerate in its 24-year history.

Authorities are wary about once-freewheeling 'platform economy' companies crowding out smaller rivals and the risks they pose, though there are signs now that the clampdown is being gradually eased.

The results come as overall consumption in China slows, and cap a relatively muted version of a sales festival that Alibaba once aggressively promoted.

E-commerce platforms are keeping their heads down due to the government scrutiny, which targets alleged abuse of user data and monopolistic business practices.

Ma has kept a low profile ever since mainland officials spiked what would have been a world record US$37 billion initial public for Alibaba's financial group Ant last November.

The Chinese billionaire has been keeping a low profile since delivering a speech in October last year in Shanghai criticising China's financial regulators.

Alibaba meanwhile says it has a zero-tolerance policy for sexual misconduct.

Chinese authorities have enforced a sweeping regulatory crackdown on the nation's tech sector after years of runaway growth.

In recent months, Beijing has been clamping down on the country's internet giants for wielding too much power.

Ma has been noticeably absent after falling foul of China’s regulators last year.