Investor Presentation November 2013

2

The following presentation has been prepared by E-Commerce China Dangdang Inc. (the “Company”) solely for informational purposes and is not an offer to buy or sell or a solicitation of an offer to buy or sell any security or instrument or to participate in any trading strategy, nor shall it or any part of it forms the basis or be relied on in connection with any contract, commitment or investment decision in relation thereto. The information included herein was obtained from various sources, including certain third parties, and has not been independently verified. No representation or warranty, express or implied, is made and no reliance should be placed on the accuracy, fairness or completeness of the information or sources presented or contained in these materials. By viewing or accessing the information contained in these materials, you hereby acknowledge and agree that neither the Company, nor any of its directors, officers, employees, agents, affiliates, advisors or representatives accepts any responsibility for or makes any representation or warranty, express or implied, with respect to the truth, accuracy, fairness, completeness or reasonableness of the information contained, and omissions from, these materials and that neither the Company nor any of its directors, officers, employees, agents, affiliates, advisers or representatives accepts any liability whatsoever for any loss howsoever arising from any information presented or contained in these materials. The information presented or contained in these materials is subject to change without notice and its accuracy is not guaranteed.

NOTHING HEREIN CONSTITUTES AN OFFER TO SELL OR THE SOLICITATION OF AN OFFER TO BUY THESE SECURITIES IN ANY STATE OR JURISDICTION

These materials are highly confidential, are being given solely for your information and may not be copied, reproduced, redistributed or passed on, directly or indirectly, to any other person in any manner. By viewing or accessing the information contained in these materials, you hereby acknowledge this fact and agree to keep the contents of these materials confidential. No part of these materials may be retained following this presentation.

This presentation may contain forward-looking statements made under the “safe harbor” provisions of the U.S. Private Securities Litigation Reform Act of 1995. Statements that are not historical facts, including statements about the Company’s future financial or business performance, strategies or expectations, are forward-looking statements. These forward-looking statements can be identified by terminology such as “will,” “expects,” “anticipates,” “future,” “intends,” “plans,” “believes,” “estimates,” “confident” and similar statements. These forward-looking statements are made only as of the date of this presentation and are based on estimates and information available to the Company at the time of this presentation. The Company cautions that forward-looking statements are not guarantees of future performance and are subject to numerous assumptions, risks and uncertainties, which change over time and may be beyond the Company’s control, whether as a result of new information, future events or otherwise. A number of factors could cause actual results to differ materially from those contained in any forward-looking statement, including but not limited to the following: The Company’s growth strategies; its future business development, results of operations and financial condition; its ability to attract and retain new customers and to increase revenues generated from repeat customers; its expectations regarding demand for and market acceptance of our products and services; trends and competition in China’s business-to-consumer e-commerce market; changes in its revenues and certain cost or expense items; the expected growth of the Chinese business-to-consumer e-commerce market; Chinese governmental policies relating to the Company’s industry and general economic conditions in China. The Company assumes no duty to and does not undertake to publicly update or revise any forward-looking statements except as required by applicable law.

Disclaimer

83%

60% 51% 53%

43%

17%

40% 49% 47%

57%

0%

20%

40%

60%

80%

100%

2010 2011 2012 3Q'12 3Q'13

Book & Media Overall General Merchandise

3

Dangdang At a Glance Overview

Note: 1. Data as of 3Q13 2. GMV of third-party marketplace

Relentless Focus on Balanced Growth Healthy Revenue Mix Leading B2C e-commerce brand in China

Integrated online shopping platform offering a broad selection of products: — Continued dominance in media B2C:

~930k SKUs for books and media — Significant sales from general merchandise

~1,130k SKUs for general merchandise — Rapidly expanding third-party marketplace

RMB 970MM GMV in 3Q13

Key categories Books & media Fashion & Apparel Baby, Children and Maternity Home & Life style Beauty & personal care Home Appliances

(7.6%) (7.4%) (5.3%) (4.1%) (1.6%)

15.0%

13.0%

17.0%

17.0%

17.6%

-10%

-5%

0%

5%

10%

15%

20%

3Q'12 4Q'12 1Q'13 2Q'13 3Q'13

Improving Financial Performance

Gross Margin Non-GAAP Net Margin

Dangdang’s Integrated e-Commerce Platform

4

8.4MM active customers (1)

2.9MM new customers(1)

15.7MM orders(1)

Over 2MM SKUs(1) (2) RMB970MM of GMV for Marketplace(1)

Notes: 1. As of 3Q’13;

2. Including SKUs in Media, self-procurement general merchandise and marketplace

Third-party merchants Dangdang self-procurement

Strong Supply Chain

Nationwide Logistic Centers

Best-in-class Fulfillment

Service

Various Payment Solution

Unified Customer Service

Tailor-made Storefront

92% 86%

75% 70%

65% 59%

54%

8% 14%

25%

30%

35%

41%

46%

263 461

785

1,303

1,850

2,450

2.0%

2.9%

4.3%

6.2%

7.7%

9.0%

10.0%

0%

2%

4%

6%

8%

10%

0

500

1,000

1,500

2,000

2,500

3,000

3,500

2009 2010 2011 2012 2013E 2014E 2015E

5

Tremendous Opportunities Online Chinese Internet Population MM Internet Users

384 457 513 564 610 645 675

29% 34%

38% 42% 45% 48% 50%

0%

15%

30%

45%

60%

0

300

600

900

1,200

2009 2010 2011 2012 2013E 2014E 2015E

Source CNNIC, 2013, for actual numbers; Euromonitor, 2012, for estimated numbers.

Internet User As a % of Total Population

Notes: 1. Online buyers refers to total unique internet users who have made at least one purchase online in the related period

43%

68% 71% 74% 76%

0%

20%

40%

60%

80%

100%

China Canada U.S. Germany U.K.

Source CNNIC for China data (as of 2013); IDC for other countries (as of 2H2012)

Online Buyers as % of Internet Population(1)

Substantial Growth Potential(2)

RMB Bn

Source iResearch, August 2013

C2C B2C Online Retail GMV As % of Total Retail Trade in China

Unique Opportunity in China’s E-Commerce Market

Chinese Online Retail Market Size

+

Investment Highlights

Robust Integrated Platform with Rapid Growth

A Solid Customer Base

Best-In-Class Fulfillment Management Expertise

Advanced Technologies

Seasoned Management Team

7

Investment Highlights

1

2

3

4

5

60% 51%

53% 43%

27%

28%

25% 17%

13%

21%

22% 40%

4.1

6.4

1.6

2.4

0

2

4

6

8

2011 2012 3Q12 3Q13

General Merchandise Third-Party Marketplace

Robust Integrated Platform with Rapid and Growth

8

1

0.5

1.4

0.3

1.0

0.0

0.4

0.8

1.2

1.6

2011 2012 3Q'12 3Q'13

GMV from Third-Party Marketplace

Third-party Marketplace (RMB Bn)

Note: 1. Including self-procurement revenue and third-party marketplace GMV

GMV Breakdown by Categories

Gross Revenue(1) (RMB Bn)

Exceeded Media

Media

From media-focused to multi-category Opening our platform to third parties

9

A Solid Customer Base

79% 70% 72% 74% 75%

0%

25%

50%

75%

100%

4Q'10 4Q'11 4Q'12 3Q'12 3Q'13

1.3 1.9

3.1 2.6

3.5

0

1

2

3

4

2010 2011 2012 3Q'12 3Q'13

(MM)

4.7

6.6

8.6

2.4 2.9

0

2

4

6

8

10

2010 2011 2012 3Q'12 3Q'13

8.6

12.2

15.7

7.0 8.4

0

5

10

15

20

2010 2011 2012 3Q'12 3Q'13

Notes: 1. 2012 and onward active customers and new customers include both self-procurement business and third-party marketplace; 2010 – 2011 data only includes the self-procurement business 2. Repeat customers refers to any customers who have purchased from Dangdang at least once prior to the respective quarter

New Customers(1)

Active Customers(1) Average Daily Unique Visitors

% Sales to Repeat Customers(2)

(MM) (MM)

2

2

10

29.4 40.7

54.2

13.9 15.7

0

15

30

45

60

2010 2011 2012 3Q'12 3Q'13

(MM)

Number of Orders(1)

262 332

408

227 289

100

200

300

400

500

2010 2011 2012 3Q'12 3Q'13

Contribution Per Customer(2)(3)

(RMB)

Order Size(2)(3)

(RMB)

Note: 1. 2012 and onward orders includes both self-procurement business and third-party marketplace; 2010 – 2011 data only include the self-procurement business 2. 2010 contribution per customer and order size data only includes Dangdang’s self-procurement business (calculated as revenue from self-procurement business divided by number of active customers (or orders) of self procurement business) 3. 2011 and 2012 and onward data includes both self-procurement business and third-party marketplace (calculated as revenue from self-procurement business plus GMV of third-party marketplace divided by total number of active customers (or orders)

A Solid Customer Base

In-Pocket Customer Service，Real-time Status Check, Accurate Product Recommendation better serve our middle to high end customers

Mid-to-high-end customer base: mostly female, well educated customer group with higher disposable income – appealing to third party merchants

Highly sticky user base / superior repeat ratio

Rich destination categories to target at our customer base

77 100

118 114

0306090

120150

2010 2011 2012 3Q'12 3Q'13

155

SHENYANG

WUXI

TIANJIN

FUJIAN

JINAN

11

Best-In-Class Fulfillment Management Expertise

Nationwide fulfillment network

― 19 logistic centers in 10 cities across China

― 400,000 m2 of warehousing area

Solid cash-on-delivery network in more than

1,600 cities and towns in China

Nationwide delivery network consisting of

approximately 100 inter-city transportation and

local courier companies

Same-day delivery in 21 cities, and next-day

delivery in 158 cities

Door-to-door return and exchange service in

578 cities

Recent investment in 100,000 m2 warehouse

in Tianjin.

Distribution Center Headquarters

3

Nationwide Fulfillment Centers

Warehouse Snapshot

12

Advanced Technologies 4

Personal recommendation system

Mobile apps

In pocket customer service

E-readers and E-reader apps

High click-through rate

High conversion ratio

Efficient fulfillment

Tailor-made Storefront

For Dangdang and Merchants For Users

Big data analytics

Promotion and advertisement push

Technological integration with third party logistics providers

13

Seasoned Management Team 5

Guoqing Li Co-Founder, Director and CEO Reputable figure in China Internet space

Extensive experience in China publishing and e-commerce businesses

Peggy Yu Yu Co-Founder, Executive Chairwoman Extensive experience in China publishing

sector and corporate finance activities Previously held key positions at Beijing

Science & Culture Publishing, UPS, Garrick, Babcock & Wilcox in US and China

MBA from New York University

Jun Zou CFO 10+ years of experience in finance functions

in China, US and Sweden Previously CFO of Xunlei, China BAK Battery

(Nasdaq: CBAK) and GCL Silicon Previous managerial positions at Huawei and

Ericsson

Danqian Yao SVP 20 years of experience in supply chain

management and publishing Previously held key positions at Beijing Kewen

Cambridge Book and Beijing Huaqing Automation

Yue Wang VP 16 years of experience in China publishing

business

Justin Changqing Xiong Head of Technology Veteran in China’s Internet sector Previously COO at Et-China, CEO of

Yoee.com, CTO of Joyo.com EMBA from China Europe International

Business School

Financial Overview

Strong Execution Evidenced by Sustained Growth

Improving Margin Structure

Effective Working Capital Management

15

Financial Highlights

16

Strong Execution Evidenced by Sustained Growth

1,863 2,457

3,253

850 1,046

392

1,094

1,768

397 422

26

67

173

40 58

2,282

3,619

5,194

1,288 1,526

0

1,500

3,000

4,500

6,000

2010 2011 2012 3Q'12 3Q'13

(RMB MM)

Media General Merchandise Third-party Marketplace and Advertising

2013 Y/Y % Growth Media: 23% General Merchandise: 6% 3rd party Marketplace & Ad 44%

Net Revenue by Segment

481 773

1,202

298 309

21% 22% 24% 23% 20%

2010 2011 2012 3Q'12 3Q'13

506 501

724

196 268

22%

14% 14% 15%

18%

2010 2011 2012 3Q'12 3Q'13

(RMB MM) (RMB MM)

Gross Profit Operating Expenses (Non-GAAP)(1)

Gross Profit % Margin

Note: 1. Excludes share-based compensation 2. 2010-2011 cost per order in fulfillment and new customer acquisition cost only includes Dangdang’s self-procurement business and 2012 and onward data includes both self-procurement business and third-party marketplace (calculated as fulfillment expenses divided by number of orders and marketing expenses divided by number of new customers)

Improving Margin Structure

17

41

(217)

(433)

(97)

(25) 2%

(6%) (8%) (8%)

(2%)

2010 2011 2012 3Q'12 3Q'13

(RMB MM)

Net Income (Non-GAAP)(1)

Net Income % Margin

Cost per Order in Fulfillment(2)

10 12 14 13 11

2010 2011 2012 3Q'12 3Q'13

(RMB)

1.1% (7.5%) (9.2%) (7.9%) (2.7%)

Opex % Revenue Non-GAAP OP Margin

Operating Expenses as % of Revenue

481

773

1,202

298 309

2010 2011 2012 3Q'12 3Q'13

Fulfillment MarketingTechnology and content General and administrativeGovernment grants

(0.2%)

12.5% 3.3% 2.8% 2.6%

13.1%

(0.4%) (0.2%) (0.4%) (0.4%)

4.1% 2.4% 2.1%

14.1%

3.8% 2.9% 2.5%

14.4% 3.6% 3.2% 2.4%

3.8% 2.9% 2.2%

11.7%

18

Effective Working Capital Management

Inventory Days

Accounts Receivable Days

Accounts Payable Days

135

101

0

50

100

150

200

3Q'12 3Q'13

5 4

0

2

4

6

8

10

3Q'12 3Q'13

157 145

0

50

100

150

200

3Q'12 3Q'13

Cash Flow from Operations

(106)

158

(200)

(100)

0

100

200

300

3Q'12 3Q'13

(RMB MM)

19

Key Financial Summary

2010 2011 2012 3Q’12 3Q’13

Total Net Revenue 2,281.7 3,619.0 5,193.8 1,287.6 1,525.9

Growth %(1) 56.5% 58.6% 43.5% 41.7% 18.5%

Gross Profit 505.8 500.6 724.4 196.2 268.4

Margin % 22.2% 13.8% 13.9% 15.2% 17.6%

Non-GAAP Operating Income(2) 25.2 (272.9) (478.1) (101.8) (40.6)

Margin % 1.1% (7.5%) (9.2%) (7.9%) (2.6%)

GAAP Operating Income 14.9 (284.3) (489.3) (104.6) (43.3)

Margin % 0.7% (7.9%) (9.4%) (8.1%) (2.8%)

Non-GAAP Net Income(2) 41.1 (217.0) (432.7) (97.3) (25.2)

Margin % 1.8% (6.0%) (8.3%) (7.6%) (1.6%)

GAAP Net Income 30.8 (228.5) (443.9) (100.1) (27.9)

Margin % 1.3% (6.3%) (8.5%) (7.8%) (1.8%)

Selected Income Statement Items

Note: 1. Compares to the same period in previous year 2. Exclude share-based compensation

(RMB MM)

20

Balance Sheet

2011 2012 3Q’13 Assets Current Assets

Cash and Cash Equivalents(1) 1,392 1,635 1,433 Inventories 1,583 1,486 1,404 Accounts Receivable 67 56 76 Other Current Assets 143 203 257

Total Current Assets 3,185 3,380 3,170 Total Assets 3,286 3,583 3,466 Liabilities and Shareholders' Equity Liabilities

Accounts Payable 1,486 1,564 2,100 Short-term Bank Loan 150 600 -

Total Liabilities 2,128 2,844 2,909 Shareholders' Equity 1,158 739 557 Total Liabilities and Shareholders' Equity 3,286 3,583 3,466

Inventory Days 143 124 101 Accounts Receivable Days 4 4 4 Accounts Payable Days 136 123 145

Note: 1. Includes term deposits, held-to-maturity investments and restricted cash

Selected Balance Sheet Items (RMB MM)

21

2013 Mission and Focus

Undertake More Business Initiatives to Drive Growth of Marketplace

Ensure Customers with Rich Selections, Competitive Pricing and Seamless Shopping Experience

Improve Financial Performance while Maintaining Strong Market Positions in Target Categories and Marketplace

22

4Q 2013 Guidance

4Q’13 Total Net Revenue 4Q’13 Marketplace GMV

Total net revenue are expected to be around RMB1,937.8 million, around 20% of year-over-year growth

GMV from marketplace are expected to grow at a rate of 150% year-over-year

1,614.8

1,937.8

0

500

1,000

1,500

2,000

2,500

4Q12 4Q13E

(RMB MM) (RMB MM)

548.3

1,370.8

0

200

400

600

800

1,000

1,200

1,400

1,600

4Q12 4Q13E

Thank you ir@dangdang.com ir.dangdang.com