Internet giant Tencent Holdings Ltd launched its second internet charity day and is expected to donate the money it raised from Wednesday to Friday of up to around 200 million yuan ($30 million).

Starting from Wednesday to Friday - Sept 9, the "9.9 charity day", initiated by the Shenzhen-headquartered company and dozens of well-known companies, public welfare organizations and celebrities, was established with an aim to call on the masses of Chinese netizens to donate to the needy.

Last year 2.05 million netizens donated 127.9 million yuan.