It is difficult for Dangdang to become the Chinese counterpart of Amazon within a very short time. Currently, Dangdang is facing threat from challengers from different segmented sectors. China’s B2C (business-to-customer) E-commerce company E Commerce China Dangdang Inc. (Dangdang) DANG suffered operating loss of USD 7.7 million and net loss of USD 4.4 million in the second quarter of 2011, up 226.6% and 60%, respectively, revealed by the company report.