当当招股说明书(英文版)(7)

当当在美国上市的招股说明书,可详细了解当当的有关信息。

Our Strategies

Our goal is to become the dominant online retailer in China. We plan to achieve our goal through the following key strategies:

strengthen our leading position in the online book retailing market; selectively broaden our general merchandise product offerings; continue to enhance the customer experience; invest in long-term growth; and

pursue strategic alliance and acquisition opportunities.

Our Challenges

Our ability to achieve our goal and execute our strategies is subject to risks and uncertainties, including the following:

Our business depends heavily on the market recognition and reputation of our brand, and any harm to our brand

or failure to maintain and enhance our brand recognition may materially and adversely affect our business, financial condition and results of operations.

We depend heavily on the continued success of our core business of selling books and other media products online, and any

event that adversely affects our sales of books and other media products could harm our business and results of operations. We had a history of net losses prior to 2009 and may experience earnings declines or losses in the future.

If we are unable to manage our growth or execute our strategies effectively, our business and prospects may be materially and

adversely affected. Our success depends on our ability to identify and respond to constantly changing consumer preferences.

We face intense competition, and if we do not compete successfully against existing and new competitors, we may lose market

share and customers. Our further expansion in the general merchandise business and third-party marketplace business may lower our profit margins.

In addition, given the relatively short history of these new businesses, it may be difficult for you to evaluate our business and prospects.

Please see "Risk Factors" for a more detailed discussion of these and other risks and uncertainties we face.

Corporate History and Structure

Ms. Peggy Yu Yu and Mr. Guoqing Li, our co-founders, established our holding company in the Cayman Islands in preparation for overseas fund raising in January 2000. We changed the name of our Cayman holding company to E-Commerce China Dangdang Inc. in June 2010. We refer to this entity in this prospectus as Dangdang Holding. In April 2000, Dangdang Holding obtained control of Beijing Dangdang Information Technology Co., Ltd., or Dangdang Information, a PRC company.

Foreign ownership of internet-based businesses is subject to significant restrictions under current PRC laws and regulations. The PRC government regulates internet access, the distribution of online information and the conduct of online commerce through strict business

licensing requirements and other government regulations. We are a Cayman Islands company and our PRC subsidiary, Dangdang Information, is considered a foreign invested enterprise. As a wholly foreign-owned enterprise, Dangdang Information is restricted from holding the licenses that are necessary for our business operation in China, such as licenses for operating our website and for sales of audio and video products in China. We approved a corporate structure plan and instructed Ms. Peggy

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