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Lightinthebox Holding Co Ltd-ADR (LITB), Vipshop Holdings Ltd – ADR (VIPS): Can E Commerce China Dangdang Inc (ADR) (DANG) Bounce Back?

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The past few weeks have been rough for E Commerce China Dangdang Inc (ADR) (NYSE:DANG) shareholders.

Shares of the Chinese online retailer have shed nearly a quarter of their value since posting quarterly results last month.

It wasn’t a bad report. Revenue climbed a better-than-expected 24% and the e-tailer’s loss of $0.13 a share was narrower than the deficit Wall Street was modeling. E Commerce China Dangdang Inc (ADR) (NYSE:DANG)’s top-line guidance for the current quarter was also ahead of where analysts were perched.

E Commerce China Dangdang Inc (ADR) (NYSE:DANG)

However, that didn’t stop investors from bailing on the stock. That also didn’t sway JPMorgan Chase away from downgrading E Commerce China Dangdang Inc (ADR) (NYSE:DANG) last week. The analysts are concerned about the competitive nature of China’s evolving online retail market, fearing that margins will be kept in check through at least the next year or two. That’s bad news for Dangdang as it’s still struggling to become a profitable company.

There are a few publicly traded e-tailers in China making money, but they don’t follow E Commerce China Dangdang Inc (ADR) (NYSE:DANG)’s model. Lightinthebox Holding Co Ltd-ADR (NYSE:LITB) may be based in China, where it sources most of its wares, but more than 80% of its sales are taking place outside of Asia.

Vipshop Holdings Ltd – ADR (NYSE:VIPS) is also growing profitably, but it’s a daily deals leader. As a flash sale website operator, Vipshop’s margins will naturally be healthier than E Commerce China Dangdang Inc (ADR) (NYSE:DANG) as it stocks up on closeouts and other deals that it can unload at higher markups. Vipshop Holdings Ltd – ADR (NYSE:VIPS)’s gross margins of 23.5% in its most recent quarter are comfortably ahead of Dangdang’s 17.1% showing.

In fact, while JPMorgan was downgrading Dangdang, it was actually issuing a bullish note on Vipshop Holdings Ltd – ADR (NYSE:VIPS). The analysts feel that the climate of Vipshop’s niche — and its leadership within the flash sales market — make it a compelling buy.

JPMorgan may be right about the difficult path that Dangdang has on the way to profitability, but margins are improving. It’s also important not to read too much into the stock’s recent slide. If we go back to when the shares bottomed out at $3.70 in April, Dangdang’s stock has gone on to more than double.

Dangdang may need more than narrowing deficits to win back investors. If it can’t get sales growth to accelerate — and Vipshop Holdings Ltd – ADR (NYSE:VIPS) and Lightinthebox Holding Co Ltd-ADR (NYSE:LITB) are growing a lot faster than Dangdang — an actual push into profitability could do the trick.

We’ll have to wait more than two months for the next Dangdang update, but keep an eye on the stock. A big reason for the sell-off over the past two weeks is that the shares had more than doubled since its previous report. Blowout results were baked into the appreciating shares. If Dangdang’s stock is still in the single digits by the time it reports again in mid-November, it wouldn’t be a surprise to see the shares move higher on decent results.

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