March 5 (Reuters) - China's JD.com ( JD ) missed market estimates for quarterly revenue on Thursday, in a sign that stiff competition and waning benefits from government subsidies were eating into demand at the e-commerce giant.

Consumer demand in China has taken a hit in the past several years, with a lingering property sector crisis, concerns over employment and geopolitical tensions hammering growth in the world's second-largest economy.

That has hurt retailers like JD.com ( JD ), which is the largest seller of home appliances in China, as shoppers cut back on discretionary purchases.

While JD.com ( JD ) has benefited over a few quarters from government subsidy measures, the incremental benefit is tapering off as year-over-year comparisons become tougher.

JD.com ( JD ) is also facing mounting competition, with e-commerce rivals such as Alibaba and PDD Holdings ramping up discounts on their China-focused platforms.

The company reported revenue of 352.3 billion yuan ($51.12 billion) in the fourth quarter ended December, compared with analysts' average estimate of 353.86 billion yuan, according to data compiled by LSEG.

Net loss attributable to JD.com's ( JD ) ordinary shareholders was 2.7 billion yuan for the quarter, compared with a profit of 9.9 billion yuan a year earlier.

U.S.-listed shares of the company were up marginally in premarket trading.

($1 = 6.8918 Chinese yuan renminbi)