Dangdang estimated total net revenue in the third quarter of RMB 1.52 billion to RMB 1.53 billion

Dangdang said the main reason for the expected change was that the company decided to reduce the sale of certain low-margin products and to focus more on the performance of net profits.

Dangdang estimates that gross margins were 17.5% to 17.7% in the third quarter, up from 15.2% in the same period last year, and above 17.1% in the previous quarter. Dangdang also estimated that the third quarter net loss of 27 million yuan to 29 million yuan, net loss for the same period last year 100.1 million yuan, the last quarter net loss of 63.9 million yuan.

Dangdang executive Chairman Yu said: "Although our third-quarter revenue is expected to be lower than previously expected, but we believe that by focusing on the net profit performance, the company's business has improved." We have added product categories and reduced the low profit margin of daily merchandise, so we can achieve higher gross profit margin. We are optimistic about the future and will continue to transform the company from an online bookstore into a comprehensive online shopping mall, targeting high-end users. ”

Dangdang will release its third-quarter full earnings in November, when the company's management will provide more information on the financial details. Dangdang will publish a statement at a later time announcing the exact date of its third-quarter conference call.