The wrestling match for market share between Alibaba Group Holding Ltd and rival Tencent Holdings Ltd never seems to end.

After launching similar mobile chatting apps and moving into the mobile gaming industry one after another, the two Chinese Internet giants started off the new year sparring over the taxi-booking sector.

In early January, the Tencent-backed Didi Dache launched a campaign under which it will invest 200 million yuan ($33 million) to promote itself. Anyone who books a taxi through Didi Dache will get 10 yuan off the fare. The driver will get 10 yuan, too. Up to 10,000 passengers a day will get a free ride.