Dangdang is a well-known comprehensive online shopping mall, which is jointly invested by Cowen Company, Tiger Fund, IDG Group, Cambridge Group and Asian Venture Capital Fund (formerly Softbank China Venture Capital Fund). Since it was officially opened in June 1999 1 1, Dangdang [1]? From the early online sales of books to online sales of various department stores, including books, audio and video, beauty cosmetics, home, maternal and child, clothing, 3C digital and other dozens of categories, millions of goods. In terms of logistics, Dangdang achieved "11all-day delivery" in 600 cities across the country, and achieved next-day delivery in more than 1200 districts and counties, covering 2700 districts and counties in terms of COD. Dangdang was officially listed on the new york Stock Exchange on 20 10, US time, becoming the first B2C online mall in China that was completely based on online business and listed in the United States.