Document:

exv10w2

Exhibit 10.2

E-COMMERCE CHINA DANGDANG INC.

2010 SHARE INCENTIVE PLAN

ARTICLE 1

PURPOSE

          The purpose of the E-Commerce China Dangdang Inc. 2010 Share Incentive Plan (the
“Plan”) is to promote the success and enhance the value of E-Commerce China Dangdang Inc.,
a company formed under the laws of the Cayman Islands (the “Company”), by linking the
personal interests of the members of the Board, Employees, and Consultants to those of the
Company’s shareholders and by providing such individuals with an incentive for outstanding
performance to generate superior returns to the Company’s shareholders. The Plan is further
intended to provide flexibility to the Company in its ability to motivate, attract, and retain the
services of members of the Board, Employees, and Consultants upon whose judgment, interest, and
special effort the successful conduct of the Company’s operation is largely dependent.

ARTICLE 2

DEFINITIONS AND CONSTRUCTION

          Wherever the following terms are used in the Plan they shall have the meanings specified
below, unless the context clearly indicates otherwise. The singular pronoun shall include the
plural where the context so indicates.

          2.1 “Applicable Laws” means the legal requirements relating to the Plan and the
Awards under applicable provisions of the corporate, securities, tax and other laws, rules,
regulations and government orders, and the rules of any applicable stock exchange or national
market system, of any jurisdiction applicable to Awards granted to residents therein.

          2.2 “Award” means an Option, Restricted Share or Restricted Share Unit award granted
to a Participant pursuant to the Plan.

          2.3 “Award Agreement” means any written agreement, contract, or other instrument or
document evidencing an Award, including through electronic medium.

          2.4 “Board” means the Board of Directors of the Company.

 

 

          2.5 “Cause” with respect to a Participant means (unless otherwise expressly provided
in the applicable Award Agreement, or another applicable contract with the Participant that
defines such term for purposes of determining the effect that a “for cause” termination has on
the Participant’s Awards) a termination of employment or service based upon a finding by the
Service Recipient, acting in good faith and based on its reasonable belief at the time, that the
Participant:

                    (a) has been negligent in the discharge of his or her duties to the Service Recipient, has
refused to perform stated or assigned duties or is incompetent in or (other than by reason of a
disability or analogous condition) incapable of performing those duties;

                    (b) has been dishonest or committed or engaged in an act of theft, embezzlement or fraud, a
breach of confidentiality, an unauthorized disclosure or use of inside information, customer lists,
trade secrets or other confidential information;

                    (c) has breached a fiduciary duty, or willfully and materially violated any other duty, law,
rule, regulation or policy of the Service Recipient; or has been convicted of, or plead guilty or
nolo contendere to, a felony or misdemeanor (other than minor traffic violations or similar
offenses);

                    (d) has materially breached any of the provisions of any agreement with the Service Recipient;

                    (e) has engaged in unfair competition with, or otherwise acted intentionally in a manner
injurious to the reputation, business or assets of, the Service Recipient; or

                    (f) has improperly induced a vendor or customer to break or terminate any contract with the
Service Recipient or induced a principal for whom the Service Recipient acts as agent to terminate
such agency relationship.

          A termination for Cause shall be deemed to occur (subject to reinstatement upon a contrary
final determination by the Committee) on the date on which the Service Recipient first delivers
written notice to the Participant of a finding of termination for Cause.

          2.6 “Code” means the Internal Revenue Code of 1986 of the United States, as amended.

          2.7 “Committee” means the Board or a committee of the Board described in Article 10.

          2.8 “Consultant” means any consultant or adviser if: (a) the consultant or adviser
renders bona fide services to a Service Recipient; (b) the services rendered by the consultant or
adviser are not in connection with the offer or sale of securities in a capital-raising
transaction and do not directly or indirectly promote or maintain a market for the Company’s
securities; and (c) the consultant or adviser is a natural person who has contracted directly
with the Service Recipient to render such services.

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          2.9 “Corporate Transaction”, unless otherwise defined in an Award Agreement, means
any of the following transactions, provided, however, that the Committee shall determine under
(d) and (e) whether multiple transactions are related, and its determination shall be final,
binding and conclusive:

                    (a) an amalgamation, arrangement or consolidation or scheme of arrangement (i) in which the
Company is not the surviving entity, except for a transaction the principal purpose of which is to
change the jurisdiction in which the Company is incorporated or (ii) following which the holders of
the voting securities of the Company do not continue to hold more than 50% of the combined voting
power of the voting securities of the surviving entity;

                    (b) the sale, transfer or other disposition of all or substantially all of the assets of the
Company;

                    (c) the complete liquidation or dissolution of the Company;

                    (d) any reverse takeover or series of related transactions culminating in a reverse takeover
(including, but not limited to, a tender offer followed by a reverse takeover) in which the Company
is the surviving entity but (A) the Company’s equity securities outstanding immediately prior to
such takeover are converted or exchanged by virtue of the takeover into other property, whether in
the form of securities, cash or otherwise, or (B) in which securities possessing more than fifty
percent (50%) of the total combined voting power of the Company’s outstanding securities are
transferred to a person or persons different from those who held such securities immediately prior
to such takeover or the initial transaction culminating in such takeover, but excluding any such
transaction or series of related transactions that the Committee determines shall not be a
Corporate Transaction; or

                    (e) acquisition in a single or series of related transactions by any person or related group
of persons (other than the Company or by a Company-sponsored employee benefit plan) of beneficial
ownership (within the meaning of Rule 13d-3 of the Exchange Act) of securities possessing more than
fifty percent (50%) of the total combined voting power of the Company’s outstanding securities but
excluding any such transaction or series of related transactions that the Committee determines
shall not be a Corporate Transaction.

          2.10 “Disability”, unless otherwise defined in an Award Agreement, means that the
Participant qualifies to receive long-term disability payments under the Service Recipient’s
long-term disability insurance program, as it may be amended from time to time, to which the
Participant provides services regardless of whether the Participant is covered by such policy.
If the Service Recipient to which the Participant provides service does not have a long-term
disability plan in place, “Disability” means that a Participant is unable to carry out the
responsibilities and functions of the position held by the Participant by reason of any medically
determinable physical or mental impairment for a period of not less than ninety (90) consecutive
days. A Participant will not be considered to have incurred a Disability unless he or she
furnishes proof of such impairment sufficient to satisfy the Committee in its discretion.

          2.11 “Effective Date” shall have the meaning set forth in Section 11.1.

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          2.12 “Employee” means any person, including an officer or a member of the Board of
the Company or any Parent or Subsidiary of the Company, who is in the employment of a Service
Recipient, subject to the control and direction of the Service Recipient as to both the work to
be performed and the manner and method of performance. The payment of a director’s fee by a
Service Recipient shall not be sufficient to constitute “employment” by the Service Recipient.

          2.13 “Exchange Act” means the Securities Exchange Act of 1934 of the United States,
as amended.

          2.14 “Fair Market Value” means, as of any date, the value of Shares determined as
follows:

                    (a) If the Shares are listed on one or more established stock exchanges or national market
systems, including without limitation, The New York Stock Exchange and The Nasdaq Stock Market, its
Fair Market Value shall be the closing sales price for such shares (or the closing bid, if no sales
were reported) as quoted on the principal exchange or system on which the Shares are listed (as
determined by the Committee) on the date of determination (or, if no closing sales price or closing
bid was reported on that date, as applicable, on the last trading date such closing sales price or
closing bid was reported), as reported in The Wall Street Journal or such other source as the
Committee deems reliable;

                    (b) If the Shares are regularly quoted on an automated quotation system (including the OTC
Bulletin Board) or by a recognized securities dealer, its Fair Market Value shall be the closing
sales price for such shares as quoted on such system or by such securities dealer on the date of
determination, but if selling prices are not reported, the Fair Market Value of a Share shall be
the mean between the high bid and low asked prices for the Shares on the date of determination (or,
if no such prices were reported on that date, on the last date such prices were reported), as
reported in The Wall Street Journal or such other source as the Committee deems reliable; or

                    (c) In the absence of an established market for the Shares of the type described in (a) and
(b), above, the Fair Market Value thereof shall be determined by the Committee in good faith and in
its discretion by reference to (i) the placing price of the latest private placement of the Shares
and the development of the Company’s business operations and the general economic and market
conditions since such latest private placement, (ii) other third party transactions involving the
Shares and the development of the Company’s business operation and the general economic and market
conditions since such sale, (iii) an independent valuation of the Shares, or (iv) such other
methodologies or information as the Committee determines to be indicative of Fair Market Value and
relevant.

          2.15 “Incentive Share Option” means an Option that is intended to meet the
requirements of Section 422 of the Code or any successor provision thereto.

          2.16 “Independent Director” means (i) before the Shares or other securities
representing the Shares are listed on a stock exchange, a member of the Board who is a
Non-Employee Director; and (ii) after the Shares or other securities representing the Shares

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are listed on a stock exchange, a member of the Board who meets the independence standards
under the applicable corporate governance rules of the stock exchange.

          2.17 “Non-Employee Director” means a member of the Board who qualifies as a
“Non-Employee Director” as defined in Rule 16b-3(b)(3) of the Exchange Act, or any successor
definition adopted by the Board.

          2.18 “Non-Qualified Share Option” means an Option that is not intended to be an
Incentive Share Option.

          2.19 “Option” means a right granted to a Participant pursuant to Article 5 of the
Plan to purchase a specified number of Shares at a specified price during specified time periods.
An Option may be either an Incentive Share Option or a Non-Qualified Share Option.

          2.20 “Participant” means a person who, as a member of the Board, Consultant or
Employee, has been granted an Award pursuant to the Plan.

          2.21 “Parent” means a parent corporation under Section 424(e) of the Code.

          2.22 “Plan” means this E-Commerce China Dangdang Inc. 2010 Share Incentive Plan, as
it may be amended from time to time.

          2.23 “Related Entity” means any business, corporation, partnership, limited
liability company or other entity in which the Company, a Parent or Subsidiary of the Company
holds a substantial ownership interest, directly or indirectly, but which is not a Subsidiary and
which the Board designates as a Related Entity for purposes of the Plan.

          2.24 “Restricted Share” means a Share awarded to a Participant pursuant to Article 6
that is subject to certain restrictions and may be subject to risk of forfeiture.

          2.25 “Restricted Share Unit” means the right granted to a Participant pursuant to
Article 7 to receive a Share at a future date.

          2.26 “Securities Act” means the Securities Act of 1933 of the United States, as
amended.

          2.27 “Service Recipient” means the Company, any Parent or Subsidiary of the Company
and any Related Entity to which a Participant provides services as an Employee, a Consultant or a
Director.

          2.28 “Share” means Class A Common Shares of the Company, and such other securities
of the Company that may be substituted for Shares pursuant to Article 9.

          2.29 “Subsidiary” means any corporation or other entity of which a majority of the
outstanding voting shares or voting power is beneficially owned directly or indirectly by the
Company.

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          2.30 “Trading Date” means the closing of the first sale to the general public of the
Shares pursuant to a registration statement filed with and declared effective by the U.S.
Securities and Exchange Commission under the Securities Act.

ARTICLE 3

SHARES SUBJECT TO THE PLAN

          3.1 Number of Shares.

                    (a) Subject to the provisions of Article 9 and Section 3.1(b), the maximum aggregate number of
Shares which may be issued pursuant to all Awards (including Incentive Share Options) shall be
10,362,270.

                    (b) To the extent that an Award terminates, expires, or lapses for any reason, any Shares
subject to the Award shall again be available for the grant of an Award pursuant to the Plan. To
the extent permitted by Applicable Laws, Shares issued in assumption of, or in substitution for,
any outstanding awards of any entity acquired in any form or combination by the Company or any
Parent or Subsidiary of the Company shall not be counted against Shares available for grant
pursuant to the Plan. Shares delivered by the Participant or withheld by the Company upon the
exercise of any Award under the Plan, in payment of the exercise price thereof or tax withholding
thereon, may again be optioned, granted or awarded hereunder, subject to the limitations of Section
3.1(a). If any Restricted Shares are forfeited by the Participant or repurchased by the Company,
such Shares may again be optioned, granted or awarded hereunder, subject to the limitations of
Section 3.1(a). Notwithstanding the provisions of this Section 3.1(b), no Shares may again be
optioned, granted or awarded if such action would cause an Incentive Share Option to fail to
qualify as an incentive Share option under Section 422 of the Code.

          3.2 Shares Distributed. Any Shares distributed pursuant to an Award may consist, in
whole or in part, of authorized and unissued Shares, treasury shares (subject to Applicable Laws)
or Shares purchased on the open market. Additionally, in the discretion of the Committee,
American Depository Shares in an amount equal to the number of Shares which otherwise would be
distributed pursuant to an Award may be distributed in lieu of Shares in settlement of any Award.
If the number of Shares represented by an American Depository Share is other than on a
one-to-one basis, the limitations of Section 3.1 shall be adjusted to reflect the distribution of
American Depository Shares in lieu of Shares.

ARTICLE 4

ELIGIBILITY AND PARTICIPATION

          4.1 Eligibility. Persons eligible to participate in this Plan include Employees,
Consultants, and all members of the Board, as determined by the Committee.

          4.2 Participation. Subject to the provisions of the Plan, the Committee may, from
time to time, select from among all eligible individuals, those to whom Awards shall be

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granted and shall determine the nature and amount of each Award. No individual shall have
any right to be granted an Award pursuant to this Plan.

          4.3 Jurisdictions. In order to assure the viability of Awards granted to
Participants employed in various jurisdictions, the Committee may provide for such special terms
as it may consider necessary or appropriate to accommodate differences in local law, tax policy,
or custom applicable in the jurisdiction in which the Participant resides or is employed.
Moreover, the Committee may approve such supplements to, or amendments, restatements, or
alternative versions of, the Plan as it may consider necessary or appropriate for such purposes
without thereby affecting the terms of the Plan as in effect for any other purpose; provided,
however, that no such supplements, amendments, restatements, or alternative versions shall
increase the share limitations contained in Section 3.1 of the Plan. Notwithstanding the
foregoing, the Committee may not take any actions hereunder, and no Awards shall be granted, that
would violate any Applicable Laws.

ARTICLE 5

OPTIONS

          5.1 General. The Committee is authorized to grant Options to Participants on the
following terms and conditions:

                    (a) Exercise Price. The exercise price per Share subject to an Option shall be
determined by the Committee and set forth in the Award Agreement which may be a fixed or variable
price related to the Fair Market Value of the Shares. The exercise price per Share subject to an
Option may be amended or adjusted in the absolute discretion of the Committee, the determination of
which shall be final, binding and conclusive. For the avoidance of doubt, to the extent not
prohibited by Applicable Laws or any exchange rule, a downward adjustment of the exercise prices of
Options mentioned in the preceding sentence shall be effective without the approval of the
Company’s shareholders or the approval of the affected Participants.

                    (b) Time and Conditions of Exercise. The Committee shall determine the time or times
at which an Option may be exercised in whole or in part, including exercise prior to vesting;
provided that the term of any Option granted under the Plan shall not exceed ten years, except as
provided in Section 12.1. The Committee shall also determine any conditions, if any, that must be
satisfied before all or part of an Option may be exercised.

                    (c) Payment. The Committee shall determine the methods by which the exercise price of
an Option may be paid, the form of payment, including, without limitation (i) cash or check
denominated in U.S. Dollars, (ii) to the extent permissible under the Applicable Laws, cash or
check in Chinese Renminbi, (iii) cash or check denominated in any other local currency as approved
by the Committee, (iv) Shares held for such period of time as may be required by the Committee in
order to avoid adverse financial accounting consequences and having a Fair Market Value on the date
of delivery equal to the aggregate exercise price of the Option or exercised portion thereof, (v)
after the Trading Date the delivery of a notice that the Participant has placed a market sell order
with a broker with respect to Shares then issuable upon exercise of the Option, and that the broker
has been directed to pay a sufficient portion of the net

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proceeds of the sale to the Company in satisfaction of the Option exercise price; provided
that payment of such proceeds is then made to the Company upon settlement of such sale, (vi) other
property acceptable to the Committee with a Fair Market Value equal to the exercise price, or (vii)
any combination of the foregoing. Notwithstanding any other provision of the Plan to the contrary,
no Participant who is a member of the Board or an “executive officer” of the Company within the
meaning of Section 13(k) of the Exchange Act shall be permitted to pay the exercise price of an
Option in any method which would violate Section 13(k) of the Exchange Act.

                    (d) Evidence of Grant. All Options shall be evidenced by an Award Agreement between
the Company and the Participant. The Award Agreement shall include such additional provisions as
may be specified by the Committee.

                    (e) Effects of Termination of Employment or Service on Options. Termination of
employment or service shall have the following effects on Options granted to the Participants:

                         (i) Dismissal for Cause. Unless otherwise provided in the Award Agreement, if a
Participant’s employment by or service to the Service Recipient is terminated by the Service
Recipient for Cause, the Participant’s Options will terminate upon such termination, whether or not
the Option is then vested and/or exercisable;

                         (ii) Death or Disability. Unless otherwise provided in the Award Agreement, if a
Participant’s employment by or service to the Service Recipient terminates as a result of the
Participant’s death or Disability:

	 	(a)	 	the Participant (or his or her legal
representative or beneficiary, in the case of the Participant’s
Disability or death, respectively), will have until the date that is 12
months after the Participant’s termination of Employment or service to
exercise the Participant’s Options (or portion thereof) to the extent
that such Options were vested and exercisable on the date of the
Participant’s termination of Employment or service on account of death
or Disability;
	 
	 	(b)	 	the Options, to the extent not vested and
exercisable on the date of the Participant’s termination of Employment
or service, shall terminate upon the Participant’s termination of
Employment or service on account of death or Disability; and
	 
	 	(c)	 	the Options, to the extent exercisable for the
12-month period following the Participant’s termination of Employment
or service and not exercised during such period, shall terminate at the
close of business on the last day of the 12-month period.

                         (iii) Other Terminations of Employment or Service. Unless otherwise provided in the
Award Agreement, if a Participant’s employment by or service to the Service Recipient terminates
for any reason other than a termination by the Service Recipient for Cause or because of the
Participant’s death or Disability:

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	 	(a)	 	the Participant will have until the date that
is 90 days after the Participant’s termination of Employment or service
to exercise his or her Options (or portion thereof) to the extent that
such Options were vested and exercisable on the date of the
Participant’s termination of Employment or service;
	 
	 	(b)	 	the Options, to the extent not vested and
exercisable on the date of the Participant’s termination of Employment
or service, shall terminate upon the Participant’s termination of
Employment or service; and
	 
	 	(c)	 	the Options, to the extent exercisable for the
90-day period following the Participant’s termination of Employment or
service and not exercised during such period, shall terminate at the
close of business on the last day of the 90-day period.

          5.2 Incentive Share Options. Incentive Share Options may be granted to Employees of
the Company, a Parent or Subsidiary of the Company. Incentive Share Options may not be granted to
Employees of a Related Entity or to Independent Directors or Consultants. The terms of any
Incentive Share Options granted pursuant to the Plan, in addition to the requirements of Section
5.1, must comply with the following additional provisions of this Section 5.2:

                    (a) Individual Dollar Limitation. The aggregate Fair Market Value (determined as of
the time the Option is granted) of all Shares with respect to which Incentive Share Options are
first exercisable by a Participant in any calendar year may not exceed $100,000 or such other
limitation as imposed by Section 422(d) of the Code, or any successor provision. To the extent
that Incentive Share Options are first exercisable by a Participant in excess of such limitation,
the excess shall be considered Non-Qualified Share Options.

                    (b) Exercise Price. The exercise price of an Incentive Share Option shall be equal to
the Fair Market Value on the date of grant. However, the exercise price of any Incentive Share
Option granted to any individual who, at the date of grant, owns Shares possessing more than ten
percent of the total combined voting power of all classes of shares of the Company may not be less
than 110% of Fair Market Value on the date of grant and such Option may not be exercisable for more
than five years from the date of grant.

                    (c) Transfer Restriction. The Participant shall give the Company prompt notice of any
disposition of Shares acquired by exercise of an Incentive Share Option within (i) two years from
the date of grant of such Incentive Share Option or (ii) one year after the transfer of such Shares
to the Participant.

                    (d) Expiration of Incentive Share Options. No Award of an Incentive Share Option may
be made pursuant to this Plan after the tenth anniversary of the Effective Date.

                    (e) Right to Exercise. During a Participant’s lifetime, an Incentive Share Option may
be exercised only by the Participant.

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ARTICLE 6

RESTRICTED SHARES

          6.1 Grant of Restricted Shares. The Committee, at any time and from time to time,
may grant Restricted Shares to Participants as the Committee, in its sole discretion, shall
determine. The Committee, in its sole discretion, shall determine the number of Restricted
Shares to be granted to each Participant.

          6.2 Restricted Shares Award Agreement. Each Award of Restricted Shares shall be
evidenced by an Award Agreement that shall specify the period of restriction, the number of
Restricted Shares granted, and such other terms and conditions as the Committee, in its sole
discretion, shall determine. Unless the Committee determines otherwise, Restricted Shares shall
be held by the Company as escrow agent until the restrictions on such Restricted Shares have
lapsed.

          6.3 Issuance and Restrictions. Restricted Shares shall be subject to such
restrictions on transferability and other restrictions as the Committee may impose (including,
without limitation, limitations on the right to vote Restricted Shares or the right to receive
dividends on the Restricted Share). These restrictions may lapse separately or in combination at
such times, pursuant to such circumstances, in such installments, or otherwise, as the Committee
determines at the time of the grant of the Award or thereafter.

          6.4 Forfeiture/Repurchase. Except as otherwise determined by the Committee at the
time of the grant of the Award or thereafter, upon termination of employment or service during
the applicable restriction period, Restricted Shares that are at that time subject to
restrictions shall be forfeited or repurchased in accordance with the Award Agreement; provided,
however, the Committee may (a) provide in any Restricted Share Award Agreement that restrictions
or forfeiture and repurchase conditions relating to Restricted Shares will be waived in whole or
in part in the event of terminations resulting from specified causes, and (b) in other cases
waive in whole or in part restrictions or forfeiture and repurchase conditions relating to
Restricted Shares.

          6.5 Certificates for Restricted Shares. Restricted Shares granted pursuant to the
Plan may be evidenced in such manner as the Committee shall determine. If certificates
representing Restricted Shares are registered in the name of the Participant, certificates must
bear an appropriate legend referring to the terms, conditions, and restrictions applicable to
such Restricted Shares, and the Company may, at its discretion, retain physical possession of the
certificate until such time as all applicable restrictions lapse.

          6.6 Removal of Restrictions. Except as otherwise provided in this Article 6,
Restricted Shares granted under the Plan shall be released from escrow as soon as practicable
after the last day of the period of restriction. The Committee, in its discretion, may
accelerate the time at which any restrictions shall lapse or be removed. After the restrictions
have lapsed, the Participant shall be entitled to have any legend or legends under Section 6.5
removed from his or her Share certificate, and the Shares shall be freely transferable by the
Participant, subject to applicable legal restrictions. The Committee (in its discretion) may

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establish procedures regarding the release of Shares from escrow and the removal of legends,
as necessary or appropriate to minimize administrative burdens on the Company.

ARTICLE 7

RESTRICTED SHARE UNITS

          7.1 Grant of Restricted Share Units. The Committee, at any time and from time to
time, may grant Restricted Share Units to Participants as the Committee, in its sole discretion,
shall determine. The Committee, in its sole discretion, shall determine the number of Restricted
Share Units to be granted to each Participant.

          7.2 Restricted Share Units Award Agreement. Each Award of Restricted Share Units
shall be evidenced by an Award Agreement that shall specify any vesting conditions, the number of
Restricted Share Units granted, and such other terms and conditions as the Committee, in its sole
discretion, shall determine.

          7.3 Performance Objectives and Other Terms. The Committee, in its discretion, may
set performance objectives or other vesting criteria which, depending on the extent to which they
are met, will determine the number or value of Restricted Share Units that will be paid out to
the Participants.

          7.4 Form and Timing of Payment of Restricted Share Units. At the time of grant, the
Committee shall specify the date or dates on which the Restricted Share Units shall become fully
vested and nonforfeitable. Upon vesting, the Committee, in its sole discretion, may pay
Restricted Share Units in the form of cash, in Shares or in a combination thereof.

          7.5 Forfeiture/Repurchase. Except as otherwise determined by the Committee at the
time of the grant of the Award or thereafter, upon termination of employment or service during
the applicable restriction period, Restricted Share Units that are at that time unvested shall be
forfeited or repurchased in accordance with the Award Agreement; provided, however, the Committee
may (a) provide in any Restricted Share Unit Award Agreement that restrictions or forfeiture and
repurchase conditions relating to Restricted Share Units will be waived in whole or in part in
the event of terminations resulting from specified causes, and (b) in other cases waive in whole
or in part restrictions or forfeiture and repurchase conditions relating to Restricted Share
Units.

ARTICLE 8

PROVISIONS APPLICABLE TO AWARDS

          8.1 Award Agreement. Awards under the Plan shall be evidenced by Award Agreements
that set forth the terms, conditions and limitations for each Award which may include the term of
an Award, the provisions applicable in the event the Participant’s employment or service
terminates, and the Company’s authority to unilaterally or bilaterally amend, modify, suspend,
cancel or rescind an Award.

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          8.2 No Transferability; Limited Exception to Transfer Restrictions.

                    8.2.1 Limits on Transfer. Unless otherwise expressly provided in (or pursuant to) this Section
8.2, by applicable law and by the Award Agreement, as the same may be amended:

	 	(a)	 	all Awards are non-transferable and will not be
subject in any manner to sale, transfer, anticipation, alienation,
assignment, pledge, encumbrance or charge;
	 
	 	(b)	 	Awards will be exercised only by the
Participant; and
	 
	 	(c)	 	amounts payable or shares issuable pursuant to
an Award will be delivered only to (or for the account of), and, in the
case of Shares, registered in the name of, the Participant.

	 	 	 	In addition, the shares shall be subject to the restrictions set forth in
the applicable Award Agreement.

               8.2.2 Further Exceptions to Limits on Transfer. The exercise and transfer restrictions
in Section 8.2.1 will not apply to:

	 	(a)	 	transfers to the Company or a Subsidiary;
	 
	 	(b)	 	transfers by gift to “immediate family” as that
term is defined in SEC Rule 16a-1(e) promulgated under the Exchange
Act;
	 
	 	(c)	 	the designation of a beneficiary to receive
benefits if the Participant dies or, if the Participant has died,
transfers to or exercises by the Participant’s beneficiary, or, in the
absence of a validly designated beneficiary, transfers by will or the
laws of descent and distribution; or
	 
	 	(d)	 	if the Participant has suffered a disability,
permitted transfers or exercises on behalf of the Participant by the
Participant’s duly authorized legal representative; or
	 
	 	(e)	 	subject to the prior approval of the Committee
or an executive officer or director of the Company authorized by the
Committee, transfer to one or more natural persons who are the
Participant’s family members or entities owned and controlled by the
Participant and/or the Participant’s family members, including but not
limited to trusts or other entities whose beneficiaries or beneficial
owners are the Participant and/or the Participant’s family members, or
to such other persons or entities as may be expressly approved by the
Committee, pursuant to such conditions and procedures as the Committee
or may establish. Any permitted transfer shall be

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	 	 	 	subject to the condition that the Committee receives evidence
satisfactory to it that the transfer is being made for estate and/or
tax planning purposes and on a basis consistent with the Company’s
lawful issue of securities.

	 	 	 	Notwithstanding anything else in this Section 8.2.2 to the contrary, but
subject to compliance with all applicable laws, Incentive Share Options,
Restricted Shares and Restricted Share Units will be subject to any and all
transfer restrictions under the Code applicable to such Awards or necessary
to maintain the intended tax consequences of such Awards. Notwithstanding
clause (b) above but subject to compliance with all applicable laws, any
contemplated transfer by gift to “immediate family” as referenced in clause
(b) above is subject to the condition precedent that the transfer be
approved by the Administrator in order for it to be effective.

          8.3 Beneficiaries. Notwithstanding Section 8.2, a Participant may, in the manner
determined by the Committee, designate a beneficiary to exercise the rights of the Participant
and to receive any distribution with respect to any Award upon the Participant’s death. A
beneficiary, legal guardian, legal representative, or other person claiming any rights pursuant
to the Plan is subject to all terms and conditions of the Plan and any Award Agreement applicable
to the Participant, except to the extent the Plan and Award Agreement otherwise provide, and to
any additional restrictions deemed necessary or appropriate by the Committee. If the Participant
is married and resides in a community property state, a designation of a person other than the
Participant’s spouse as his or her beneficiary with respect to more than 50% of the Participant’s
interest in the Award shall not be effective without the prior written consent of the
Participant’s spouse. If no beneficiary has been designated or survives the Participant, payment
shall be made to the person entitled thereto pursuant to the Participant’s will or the laws of
descent and distribution. Subject to the foregoing, a beneficiary designation may be changed or
revoked by a Participant at any time provided the change or revocation is filed with the
Committee.

          8.4 Share Certificates. Notwithstanding anything herein to the contrary, the
Company shall not be required to issue or deliver any certificates evidencing the Shares pursuant
to the exercise of any Award, unless and until the Committee has determined, with advice of
counsel, that the issuance and delivery of such certificates is in compliance with all Applicable
Laws, regulations of governmental authorities and, if applicable, the requirements of any
exchange on which the Shares are listed or traded. All Share certificates delivered pursuant to
the Plan are subject to any stop-transfer orders and other restrictions as the Committee deems
necessary or advisable to comply all Applicable Laws, and the rules of any national securities
exchange or automated quotation system on which the Shares are listed, quoted, or traded. The
Committee may place legends on any Share certificate to reference restrictions applicable to the
Shares. In addition to the terms and conditions provided herein, the Committee may require that
a Participant make such reasonable covenants, agreements, and representations as the Committee,
in its discretion, deems advisable in order to comply with any such laws, regulations, or
requirements. The Committee shall have the right to

13

 

require any Participant to comply with any timing or other restrictions with respect to the
settlement or exercise of any Award, including a window-period limitation, as may be imposed in
the discretion of the Committee.

          8.5 Paperless Administration. Subject to Applicable Laws, the Committee may make
Awards, provide applicable disclosure and procedures for exercise of Awards by an internet
website or interactive voice response system for the paperless administration of Awards.

          8.6 Foreign Currency. A Participant may be required to provide evidence that any
currency used to pay the exercise price of any Award were acquired and taken out of the
jurisdiction in which the Participant resides in accordance with Applicable Laws, including
foreign exchange control laws and regulations. In the event the exercise price for an Award is
paid in Chinese Renminbi or other foreign currency, as permitted by the Committee, the amount
payable will be determined by conversion from U.S. dollars at the official rate promulgated by
the People’s Bank of China for Chinese Renminbi, or for jurisdictions other than the Peoples
Republic of China, the exchange rate as selected by the Committee on the date of exercise.

ARTICLE 9

CHANGES IN CAPITAL STRUCTURE

          9.1 Adjustments. In the event of any dividend, share split, combination or exchange
of Shares, amalgamation, arrangement or consolidation, spin-off, recapitalization or other
distribution (other than normal cash dividends) of Company assets to its shareholders, or any
other change affecting the shares of Shares or the share price of a Share, the Committee shall
make such proportionate adjustments, if any, as the Committee in its discretion may deem
appropriate to reflect such change with respect to (a) the aggregate number and type of shares
that may be issued under the Plan (including, but not limited to, adjustments of the limitations
in Section 3.1); (b) the terms and conditions of any outstanding Awards (including, without
limitation, any applicable performance targets or criteria with respect thereto); and (c) the
grant or exercise price per share for any outstanding Awards under the Plan.

          9.2 Corporate Transactions. Except as may otherwise be provided in any Award
Agreement or any other written agreement entered into by and between the Company and a
Participant, if the Committee anticipates the occurrence, or upon the occurrence, of a Corporate
Transaction, the Committee may, in its sole discretion, provide for (i) any and all Awards
outstanding hereunder to terminate at a specific time in the future and shall give each
Participant the right to exercise the vested portion of such Awards during a period of time as
the Committee shall determine, or (ii) the purchase of any Award for an amount of cash equal to
the amount that could have been attained upon the exercise of such Award (and, for the avoidance
of doubt, if as of such date the Committee determines in good faith that no amount would have
been attained upon the exercise of such Award, then such Award may be terminated by the Company
without payment), or (iii) the replacement of such Award with other rights or property selected
by the Committee in its sole discretion or the assumption of or substitution of such Award by the
successor or surviving corporation, or a Parent or

14

 

Subsidiary thereof, with appropriate adjustments as to the number and kind of Shares and
prices, or (iv) payment of Award in cash based on the value of Shares on the date of the
Corporate Transaction plus reasonable interest on the Award through the date when such Award
would otherwise be vested or have been paid in accordance with its original terms, if necessary
to comply with Section 409A of the Code.

          9.3 Outstanding Awards — Other Changes. In the event of any other change in the
capitalization of the Company or corporate change other than those specifically referred to in
this Article 9, the Committee may, in its absolute discretion, make such adjustments in the
number and class of shares subject to Awards outstanding on the date on which such change occurs
and in the per share grant or exercise price of each Award as the Committee may consider
appropriate to prevent dilution or enlargement of rights.

          9.4 No Other Rights. Except as expressly provided in the Plan, no Participant shall
have any rights by reason of any subdivision or consolidation of Shares of any class, the payment
of any dividend, any increase or decrease in the number of shares of any class or any
dissolution, liquidation, merger, or consolidation of the Company or any other corporation.
Except as expressly provided in the Plan or pursuant to action of the Committee under the Plan,
no issuance by the Company of shares of any class, or securities convertible into shares of any
class, shall affect, and no adjustment by reason thereof shall be made with respect to, the
number of shares subject to an Award or the grant or exercise price of any Award.

ARTICLE 10

ADMINISTRATION

          10.1 Committee. The Plan shall be administered by the Board or a committee of one
or more members of the Board to whom the Board shall delegate the authority to grant or amend
Awards to Participants other than any of the Committee members. Any grant or amendment of Awards
to any Committee member shall then require an affirmative vote of a majority of the Board members
who are not on the Committee.

          10.2 Action by the Committee. A majority of the Committee shall constitute a
quorum. The acts of a majority of the members present at any meeting at which a quorum is
present, and acts approved in writing by a majority of the Committee in lieu of a meeting, shall
be deemed the acts of the Committee. Each member of the Committee is entitled to, in good faith,
rely or act upon any report or other information furnished to that member by any officer or other
employee of the Company or any Subsidiary, the Company’s independent certified public
accountants, or any executive compensation consultant or other professional retained by the
Company to assist in the administration of the Plan.

          10.3 Authority of the Committee. Subject to any specific designation in the Plan,
the Committee has the exclusive power, authority and discretion to:

                    (a) designate Participants to receive Awards;

                    (b) determine the type or types of Awards to be granted to each Participant;

15

 

                    (c) determine the number of Awards to be granted and the number of Shares to which an Award
will relate;

                    (d) determine the terms and conditions of any Award granted pursuant to the Plan,
including, but not limited to, the exercise price, grant price, or purchase price, any
restrictions or limitations on the Award, any schedule for lapse of forfeiture restrictions or
restrictions on the exercisability of an Award, and accelerations or waivers thereof, any
provisions related to non-competition and recapture of gain on an Award, based in each case on
such considerations as the Committee in its sole discretion determines;

                    (e) determine whether, to what extent, and pursuant to what circumstances an Award may be
settled in, or the exercise price of an Award may be paid in, cash, Shares, other Awards, or
other property, or an Award may be canceled, forfeited, or surrendered;

                    (f) prescribe the form of each Award Agreement, which need not be identical for each
Participant;

                    (g) decide all other matters that must be determined in connection with an Award;

                    (h) establish, adopt, or revise any rules and regulations as it may deem necessary or
advisable to administer the Plan;

                    (i) interpret the terms of, and any matter arising pursuant to, the Plan or any Award
Agreement; and

                    (j) make all other decisions and determinations that may be required pursuant to the Plan
or as the Committee deems necessary or advisable to administer the Plan.

          10.4 Decisions Binding. The Committee’s interpretation of the Plan, any Awards
granted pursuant to the Plan, any Award Agreement and all decisions and determinations by the
Committee with respect to the Plan are final, binding, and conclusive on all parties.

ARTICLE 11

EFFECTIVE AND EXPIRATION DATE

          11.1 Effective Date. The Plan is effective as of the date the Plan is adopted and
approved by the shareholders of the Company (the “Effective Date”). The Plan will be
deemed to be approved by the shareholders if it receives the affirmative vote of the holders of a
majority of the share capital of the Company present or represented and entitled to vote at a
meeting duly held in accordance with the applicable provisions of the Company’s Memorandum of
Association and Articles of Association.

          11.2 Expiration Date. The Plan will expire on, and no Award may be granted pursuant
to the Plan after, the tenth anniversary of the Effective Date. Any Awards that are

16

 

outstanding on the tenth anniversary of the Effective Date shall remain in force according
to the terms of the Plan and the applicable Award Agreement.

ARTICLE 12

AMENDMENT, MODIFICATION, AND TERMINATION

          12.1 Amendment, Modification, And Termination. With the approval of the Board, at
any time and from time to time, the Committee may terminate, amend or modify the Plan; provided,
however, that (a) to the extent necessary and desirable to comply with Applicable Laws, the
Company shall obtain shareholder approval of any Plan amendment in such a manner and to such a
degree as required, unless the Company decides to follow home country practice, and (b) unless
the Company decides to follow home country practice, shareholder approval is required for any
amendment to the Plan that (i) increases the number of Shares available under the Plan (other
than any adjustment as provided by Article 9), (ii) permits the Committee to extend the term of
the Plan or the exercise period for an Option beyond ten years from the date of grant, or (iii)
results in a material increase in benefits or a change in eligibility requirements.

          12.2 Awards Previously Granted. Except with respect to amendments made pursuant to
Section 12.1, no termination, amendment, or modification of the Plan shall adversely affect in
any material way any Award previously granted pursuant to the Plan without the prior written
consent of the Participant.

ARTICLE 13

GENERAL PROVISIONS

          13.1 No Rights to Awards. No Participant, employee, or other person shall have any
claim to be granted any Award pursuant to the Plan, and neither the Company nor the Committee is
obligated to treat Participants, employees, and other persons uniformly.

          13.2 No Shareholders Rights. No Award gives the Participant any of the rights of a
Shareholder of the Company unless and until Shares are in fact issued to such person in
connection with such Award.

          13.3 Taxes. No Shares shall be delivered under the Plan to any Participant until
such Participant has made arrangements acceptable to the Committee for the satisfaction of any
income and employment tax withholding obligations under Applicable Laws. The Company or any
Subsidiary shall have the authority and the right to deduct or withhold, or require a Participant
to remit to the Company, an amount sufficient to satisfy all applicable taxes (including the
Participant’s payroll tax obligations) required or permitted by Applicable Laws to be withheld
with respect to any taxable event concerning a Participant arising as a result of this Plan. The
Committee may in its discretion and in satisfaction of the foregoing requirement allow a
Participant to elect to have the Company withhold Shares otherwise

17

 

issuable under an Award (or allow the return of Shares) having a Fair Market Value equal to
the sums required to be withheld. Notwithstanding any other provision of the Plan, the number of
Shares which may be withheld with respect to the issuance, vesting, exercise or payment of any
Award (or which may be repurchased from the Participant of such Award after such Shares were
acquired by the Participant from the Company) in order to satisfy any income and payroll tax
liabilities applicable to the Participant with respect to the issuance, vesting, exercise or
payment of the Award shall, unless specifically approved by the Committee, be limited to the
number of Shares which have a Fair Market Value on the date of withholding or repurchase equal to
the aggregate amount of such liabilities based on the minimum statutory withholding rates for the
applicable income and payroll tax purposes that are applicable to such supplemental taxable
income.

          13.4 No Right to Employment or Services. Nothing in the Plan or any Award Agreement
shall interfere with or limit in any way the right of the Service Recipient to terminate any
Participant’s employment or services at any time, nor confer upon any Participant any right to
continue in the employment or services of any Service Recipient.

          13.5 Unfunded Status of Awards. The Plan is intended to be an “unfunded” plan for
incentive compensation. With respect to any payments not yet made to a Participant pursuant to
an Award, nothing contained in the Plan or any Award Agreement shall give the Participant any
rights that are greater than those of a general creditor of the Company or any Subsidiary.

          13.6 Indemnification. To the extent allowable pursuant to Applicable Laws, each
member of the Committee or of the Board shall be indemnified and held harmless by the Company
from any loss, cost, liability, or expense that may be imposed upon or reasonably incurred by
such member in connection with or resulting from any claim, action, suit, or proceeding to which
he or she may be a party or in which he or she may be involved by reason of any action or failure
to act pursuant to the Plan and against and from any and all amounts paid by him or her in
satisfaction of judgment in such action, suit, or proceeding against him or her; provided he or
she gives the Company an opportunity, at its own expense, to handle and defend the same before he
or she undertakes to handle and defend it on his or her own behalf. The foregoing right of
indemnification shall not be exclusive of any other rights of indemnification to which such
persons may be entitled pursuant to the Company’s Memorandum of Association and Articles of
Association, as a matter of law, or otherwise, or any power that the Company may have to
indemnify them or hold them harmless.

          13.7 Relationship to other Benefits. No payment pursuant to the Plan shall be taken
into account in determining any benefits pursuant to any pension, retirement, savings, profit
sharing, group insurance, welfare or other benefit plan of the Company or any Subsidiary except
to the extent otherwise expressly provided in writing in such other plan or an agreement
thereunder.

          13.8 Expenses. The expenses of administering the Plan shall be borne by the Company
and its Subsidiaries.

          13.9 Titles and Headings. The titles and headings of the Sections in the Plan are
for

18

 

convenience of reference only and, in the event of any conflict, the text of the Plan,
rather than such titles or headings, shall control.

          13.10 Fractional Shares. No fractional Shares shall be issued and the Committee
shall determine, in its discretion, whether cash shall be given in lieu of fractional Shares or
whether such fractional Shares shall be eliminated by rounding up or down as appropriate.

          13.11 Limitations Applicable to Section 16 Persons. Notwithstanding any other
provision of the Plan, the Plan, and any Award granted or awarded to any Participant who is then
subject to Section 16 of the Exchange Act, shall be subject to any additional limitations set
forth in any applicable exemptive rule under Section 16 of the Exchange Act (including any
amendment to Rule 16b-3 of the Exchange Act) that are requirements for the application of such
exemptive rule. To the extent permitted by the Applicable Laws, the Plan and Awards granted or
awarded hereunder shall be deemed amended to the extent necessary to conform to such applicable
exemptive rule.

          13.12 Government and Other Regulations. The obligation of the Company to make
payment of awards in Shares or otherwise shall be subject to all Applicable Laws, and to such
approvals by government agencies as may be required. The Company shall be under no obligation to
register any of the Shares paid pursuant to the Plan under the Securities Act or any other
similar law in any applicable jurisdiction. If the Shares paid pursuant to the Plan may in
certain circumstances be exempt from registration pursuant to the Securities Act or other
Applicable Laws, the Company may restrict the transfer of such Shares in such manner as it deems
advisable to ensure the availability of any such exemption.

          13.13 Governing Law. The Plan and all Award Agreements shall be construed in
accordance with and governed by the laws of the State of New York.

          13.14 Section 409A. To the extent that the Committee determines that any Award
granted under the Plan is or may become subject to Section 409A of the Code, the Award Agreement
evidencing such Award shall incorporate the terms and conditions required by Section 409A of the
Code. To the extent applicable, the Plan and the Award Agreements shall be interpreted in
accordance with Section 409A of the Code and the U.S. Department of Treasury regulations and
other interpretative guidance issued thereunder, including without limitation any such regulation
or other guidance that may be issued after the Effective Date. Notwithstanding any provision of
the Plan to the contrary, in the event that following the Effective Date the Committee determines
that any Award may be subject to Section 409A of the Code and related Department of Treasury
guidance (including such Department of Treasury guidance as may be issued after the Effective
Date), the Committee may adopt such amendments to the Plan and the applicable Award agreement or
adopt other policies and procedures (including amendments, policies and procedures with
retroactive effect), or take any other actions, that the Committee determines are necessary or
appropriate to (a) exempt the Award from Section 409A of the Code and/or preserve the intended
tax treatment of the benefits provided with respect to the Award, or (b) comply with the
requirements of Section 409A of the Code and related U.S. Department of Treasury guidance.

          13.15 Appendices. The Committee may approve such supplements, amendments

19

 

or appendices to the Plan as it may consider necessary or appropriate for purposes of
compliance with Applicable Laws or otherwise and such supplements, amendments or appendices shall
be considered a part of the Plan; provided, however, that no such supplements shall increase the
share limitation contained in Section 3.1 of the Plan without the approval of the Board.

20exv10w3

EXHIBIT 10.3

FORM INDEMNIFICATION AGREEMENT FOR DIRECTORS AND OFFICERS

     THIS INDEMNIFICATION AGREEMENT (this “Agreement”) is made as of ____________, 2010, by
and between E-Commerce China Dangdang Inc., an exempted company duly incorporated and validly
existing under the law of the Cayman Islands (the “Company”), and __________ (the
“Indemnitee”), a director/an executive officer of the Company.

     WHEREAS, the Indemnitee has agreed to serve as a director/an executive officer of the Company
and in such capacity will render valuable services to the Company; and

     WHEREAS, in order to induce and encourage highly experienced and capable persons such as the
Indemnitee to serve as directors/executive officers of the Company, the board of directors of the
Company (the “Board of Directors”) has determined that this Agreement is not only
reasonable and prudent, but necessary to promote and ensure the best interests of the Company and
its shareholders;

     NOW, THEREFORE, in consideration of the premises and mutual agreements hereinafter set forth,
and other good and valuable consideration, including, without limitation, the service of the
Indemnitee, the receipt of which hereby is acknowledged, and in order to induce the Indemnitee to
serve as a director/an executive officer of the Company, the Company and the Indemnitee hereby
agree as follows:

     1. Definitions. As used in this Agreement:

          (a) “Change in Control” shall mean a change in control of the Company of a nature that
would be required to be reported in response to Item 6(e) of Schedule 14A of Regulation 14A (or in
response to any similar item on any similar or successor schedule or form) promulgated under the
United States Securities Exchange Act of 1934, as amended, and the rules and regulations
promulgated thereunder (collectively, the “Act”), whether or not the Company is then
subject to such reporting requirement; provided, however, that, without limitation, such a Change
in Control shall be deemed to have occurred (irrespective of the applicability of the initial
clause of this definition) if (i) any “person” (as such term is used in Sections 13(d) and 14(d) of
the Act, but excluding any trustee or other fiduciary holding securities pursuant to an employee
benefit or welfare plan or employee share plan of the Company or any subsidiary of the Company, or
any entity organized, appointed, established or holding securities of the Company with voting power
for or pursuant to the terms of any such plan) becomes the “beneficial owner” (as defined in Rule
13d-3 under the Act), directly or indirectly, of securities of the Company representing 30% or more
of the combined voting power of the Company’s then outstanding securities without the prior
approval of at least two-thirds of the Continuing Directors (as defined below) in office
immediately prior to such person’s attaining such interest; (ii) the Company is a party to a
merger, consolidation, scheme of arrangement, sale of assets or other reorganization, or a proxy
contest, as a consequence of which Continuing Directors in office immediately prior to such
transaction or event constitute less than a majority of the Board of Directors of the Company (or
any successor entity) thereafter; or (iii) during any period of two

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(2) consecutive years, individuals who at the beginning of such period constituted the Board
of Directors of the Company (including for this purpose any new director whose election or
nomination for election by the Company’s shareholders was approved by a vote of at least two-thirds
of the directors then still in office who were directors at the beginning of such period) (such
directors being referred to herein as “Continuing Directors”) cease for any reason to
constitute at least a majority of the Board of Directors of the Company.

          (b) “Disinterested Director” with respect to any request by the Indemnitee for
indemnification or advancement of expenses hereunder shall mean a director of the Company who
neither is nor was a party to the Proceeding (as defined below) in respect of which indemnification
or advancement is being sought by the Indemnitee.

          (c) The term “Expenses” shall mean, without limitation, expenses of Proceedings,
including attorneys’ fees, disbursements and retainers, accounting and witness fees, expenses
related to preparation for service as a witness and to service as a witness, travel and deposition
costs, expenses of investigations, judicial or administrative proceedings and appeals, amounts paid
in settlement of a Proceeding by or on behalf of the Indemnitee, costs of attachment or similar
bonds, any expenses of attempting to establish or establishing a right to indemnification or
advancement of expenses, under this Agreement, the Company’s Memorandum of Association and Articles
of Association as currently in effect (the “Articles”), applicable law or otherwise, and
reasonable compensation for time spent by the Indemnitee in connection with the investigation,
defense or appeal of a Proceeding or action for indemnification for which the Indemnitee is not
otherwise compensated by the Company or any third party. The term “Expenses” shall not include the
amount of judgments, fines, interest or penalties, or excise taxes assessed with respect to any
employee benefit or welfare plan, which are actually levied against or sustained by the Indemnitee
to the extent sustained after final adjudication.

          (d) The term “Independent Legal Counsel” shall mean any firm of attorneys reasonably
selected by the Board of Directors of the Company, so long as such firm has not represented the
Company, the Company’s subsidiaries or affiliates, the Indemnitee, any entity controlled by the
Indemnitee, or any party adverse to the Company, within the preceding five (5) years.
Notwithstanding the foregoing, the term “Independent Legal Counsel” shall not include any person
who, under applicable standards of professional conduct then prevailing, would have a conflict of
interest in representing either the Company or the Indemnitee in an action to determine the
Indemnitee’s right to indemnification or advancement of expenses under this Agreement, the
Company’s Articles, applicable law or otherwise.

          (e) The term “Proceeding” shall mean any threatened, pending or completed action,
suit, arbitration, alternate dispute resolution mechanism, or other proceeding (including, without
limitation, an appeal therefrom), formal or informal, whether brought in the name of the Company or
otherwise, whether of a civil, criminal, administrative or investigative nature, and whether by, in
or involving a court or an administrative, other governmental or private entity or body (including,
without limitation, an investigation by the Company or its Board of Directors), by reason of (i)
the fact that the Indemnitee is or was a director/an executive officer of the Company, or is or was
serving at the request of the Company as an agent of another enterprise,

-2-

 

whether or not the Indemnitee is serving in such capacity at the time any liability or expense
is incurred for which indemnification or reimbursement is to be provided under this Agreement, (ii)
any actual or alleged act or omission or neglect or breach of duty, including, without limitation,
any actual or alleged error or misstatement or misleading statement, which the Indemnitee commits
or suffers while acting in any such capacity, or (iii) the Indemnitee attempting to establish or
establishing a right to indemnification or advancement of expenses pursuant to this Agreement, the
Company’s Articles, applicable law or otherwise.

          (f) The phrase “serving at the request of the Company as an agent of another
enterprise” or any similar terminology shall mean, unless the context otherwise requires,
serving at the request of the Company as a director, officer, employee or agent of another
corporation, partnership, joint venture, limited liability company, trust, employee benefit or
welfare plan or other enterprise, foreign or domestic. The phrase “serving at the request of the
Company” shall include, without limitation, any service as a director/an executive officer of the
Company which imposes duties on, or involves services by, such director/executive officer with
respect to the Company or any of the Company’s subsidiaries, affiliates, employee benefit or
welfare plans, such plan’s participants or beneficiaries or any other enterprise, foreign or
domestic. In the event that the Indemnitee shall be a director, officer, employee or agent of
another corporation, partnership, joint venture, limited liability company, trust, employee benefit
or welfare plan or other enterprise, foreign or domestic, 50% or more of the ordinary shares,
combined voting power or total equity interest of which is owned by the Company or any subsidiary
or affiliate thereof, then it shall be presumed conclusively that the Indemnitee is so acting at
the request of the Company.

     2. Services by the Indemnitee. [For a director: The Indemnitee agrees to serve as a
director of the Company under the terms of the Indemnitee’s agreement with the Company for so long
as the Indemnitee is duly elected or appointed or until such time as the Indemnitee tenders a
resignation in writing or is removed as a director; provided, however, that the Indemnitee may at
any time and for any reason resign from such position (subject to any other contractual obligation
or other obligation imposed by operation of law).][For an executive officer: The Indemnitee agrees
to serve as an executive officer of the Company under the terms of the Indemnitee’s agreement with
the Company until such time as the Indemnitee’s employment is terminated for any reason.]

     3. Proceedings By or In the Right of the Company. The Company shall indemnify the
Indemnitee if the Indemnitee is a party to or threatened to be made a party to or is otherwise
involved in any Proceeding by or in the right of the Company to procure a judgment in its favor by
reason of the fact that the Indemnitee is or was a director/an executive officer of the Company, or
is or was serving at the request of the Company as an agent of another enterprise, against all
Expenses, judgments, fines, interest or penalties, and excise taxes assessed with respect to any
employee benefit or welfare plan, which are actually and reasonably incurred by the Indemnitee in
connection with the defense or settlement of such a Proceeding, to the fullest extent permitted by
applicable law.

     4. Proceeding Other Than a Proceeding By or In the Right of the Company. The Company
shall indemnify the Indemnitee if the Indemnitee is a party to or threatened to be made

-3-

 

a party to or is otherwise involved in any Proceeding (other than a Proceeding by or in the
right of the Company), by reason of the fact that the Indemnitee is or was a director/an executive
officer of the Company, or is or was serving at the request of the Company as an agent of another
enterprise, against all Expenses, judgments, fines, interest or penalties, and excise taxes
assessed with respect to any employee benefit or welfare plan, which are actually and reasonably
incurred by the Indemnitee in connection with such a Proceeding, to the fullest extent permitted by
applicable law; provided, however, that any settlement of a Proceeding must be approved in advance
in writing by the Company (which approval shall not be unreasonably withheld).

     5. Indemnification for Costs, Charges and Expenses of Witness or Successful Party.
Notwithstanding any other provision of this Agreement (except as set forth in subparagraph 9(a)
hereof), and without a requirement for determination as required by Paragraph 8 hereof, to the
extent that the Indemnitee (a) has prepared to serve or has served as a witness in any Proceeding
in any way relating to (i) the Company or any of the Company’s subsidiaries, affiliates, employee
benefit or welfare plans or such plan’s participants or beneficiaries or (ii) anything done or not
done by the Indemnitee as a director/an executive officer of the Company or in connection with
serving at the request of the Company as an agent of another enterprise, or (b) has been successful
in defense of any Proceeding or in defense of any claim, issue or matter therein, on the merits or
otherwise, including the dismissal of a Proceeding without prejudice or the settlement of a
Proceeding without an admission of liability, the Indemnitee shall be indemnified against all
Expenses actually and reasonably incurred by the Indemnitee in connection therewith to the fullest
extent permitted by applicable law.

     6. Partial Indemnification. If the Indemnitee is entitled under any provision of this
Agreement to indemnification by the Company for a portion of the Expenses, judgments, fines,
interest or penalties, or excise taxes assessed with respect to any employee benefit or welfare
plan, which are actually and reasonably incurred by the Indemnitee in the investigation, defense,
appeal or settlement of any Proceeding, but not, however, for the total amount of the Indemnitee’s
Expenses, judgments, fines, interest or penalties, or excise taxes assessed with respect to any
employee benefit or welfare plan, then the Company shall nevertheless indemnify the Indemnitee for
the portion of such Expenses, judgments, fines, interest penalties or excise taxes to which the
Indemnitee is entitled.

     7. Advancement of Expenses. The Expenses incurred by the Indemnitee in any Proceeding
shall be paid promptly by the Company in advance of the final disposition of the Proceeding at the
written request of the Indemnitee to the fullest extent permitted by applicable law; provided,
however, that the Indemnitee shall set forth in such request reasonable evidence that such Expenses
have been incurred by the Indemnitee in connection with such Proceeding, a statement that such
Expenses do not relate to any matter described in subparagraph 9(a) of this Agreement, and an
undertaking in writing to repay any advances if it is ultimately determined as provided in
subparagraph 8(b) of this Agreement that the Indemnitee is not entitled to indemnification under
this Agreement.

     8. Indemnification Procedure; Determination of Right to Indemnification.

          (a) Promptly after receipt by the Indemnitee of notice of the commencement of any Proceeding,
the Indemnitee shall, if a claim for indemnification or advancement of

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Expenses in respect thereof is to be made against the Company under this Agreement, notify the
Company of the commencement thereof in writing. The omission to so notify the Company will not
relieve the Company from any liability which the Company may have to the Indemnitee under this
Agreement unless the Company shall have lost significant substantive or procedural rights with
respect to the defense of any Proceeding as a result of such omission to so notify.

          (b) The Indemnitee shall be conclusively presumed to have met the relevant standards of
conduct, if any, as defined by applicable law, for indemnification pursuant to this Agreement and
shall be absolutely entitled to such indemnification, unless a determination is made that the
Indemnitee has not met such standards by (i) the Board of Directors by a majority vote of a quorum
thereof consisting of Disinterested Directors, (ii) the shareholders of the Company by majority
vote of a quorum thereof consisting of shareholders who are not parties to the Proceeding due to
which a claim for indemnification is made under this Agreement, (iii) Independent Legal Counsel as
set forth in a written opinion (it being understood that such Independent Legal Counsel shall make
such determination only if the quorum of Disinterested Directors referred to in clause (i) of this
subparagraph 8(b) is not obtainable or if the Board of Directors of the Company by a majority vote
of a quorum thereof consisting of Disinterested Directors so directs), or (iv) a court of competent
jurisdiction; provided, however, that if a Change of Control shall have occurred and the Indemnitee
so requests in writing, such determination shall be made only by a court of competent jurisdiction.

          (c) If a claim for indemnification or advancement of Expenses under this Agreement is not paid
by the Company within thirty (30) days after receipt by the Company of written notice thereof, the
rights provided by this Agreement shall be enforceable by the Indemnitee in any court of competent
jurisdiction. Such judicial proceeding shall be made de novo. The burden of proving that
indemnification or advances are not appropriate shall be on the Company. Neither the failure of the
directors or shareholders of the Company or Independent Legal Counsel to have made a determination
prior to the commencement of such action that indemnification or advancement of Expenses is proper
in the circumstances because the Indemnitee has met the applicable standard of conduct, if any, nor
an actual determination by the directors or shareholders of the Company or Independent Legal
Counsel that the Indemnitee has not met the applicable standard of conduct shall be a defense to an
action by the Indemnitee or create a presumption for the purpose of such an action that the
Indemnitee has not met the applicable standard of conduct. The termination of any Proceeding by
judgment, order, settlement or conviction, or upon a plea of nolo contendere or its equivalent,
shall not, of itself (i) create a presumption that the Indemnitee did not act in good faith and in
a manner which he reasonably believed to be in the best interests of the Company and/or its
shareholders, and, with respect to any criminal Proceeding, that the Indemnitee had reasonable
cause to believe that his conduct was unlawful or (ii) otherwise adversely affect the rights of the
Indemnitee to indemnification or advancement of Expenses under this Agreement, except as may be
provided herein.

          (d) If a court of competent jurisdiction shall determine that the Indemnitee is entitled to
any indemnification or advancement of Expenses hereunder, the Company shall pay all Expenses
actually and reasonably incurred by the Indemnitee in connection with such adjudication (including,
but not limited to, any appellate proceedings).

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          (e) With respect to any Proceeding for which indemnification or advancement of Expenses is
requested, the Company will be entitled to participate therein at its own expense and, except as
otherwise provided below, to the extent that it may wish, the Company may assume the defense
thereof, with counsel reasonably satisfactory to the Indemnitee. After notice from the Company to
the Indemnitee of its election to assume the defense of a Proceeding, the Company will not be
liable to the Indemnitee under this Agreement for any Expenses subsequently incurred by the
Indemnitee in connection with the defense thereof, other than as provided below. The Company shall
not settle any Proceeding in any manner which would impose any penalty or limitation on the
Indemnitee without the Indemnitee’s written consent. The Indemnitee shall have the right to employ
his own counsel in any Proceeding, but the fees and expenses of such counsel incurred after notice
from the Company of its assumption of the defense of the Proceeding shall be at the expense of the
Indemnitee, unless (i) the employment of counsel by the Indemnitee has been authorized by the
Company, (ii) the Indemnitee shall have reasonably concluded that there may be a conflict of
interest between the Company and the Indemnitee in the conduct of the defense of a Proceeding, or
(iii) the Company shall not in fact have employed counsel to assume the defense of a proceeding, in
each of which cases the fees and expenses of the Indemnitee’s counsel shall be advanced by the
Company. The Company shall not be entitled to assume the defense of any Proceeding brought by or on
behalf of the Company or as to which the Indemnitee has reasonably concluded that there may be a
conflict of interest between the Company and the Indemnitee.

     9. Limitations on Indemnification. No payments pursuant to this Agreement shall be
made by the Company:

          (a) To indemnify or advance funds to the Indemnitee for Expenses with respect to (i)
Proceedings initiated or brought voluntarily by the Indemnitee and not by way of defense, except
with respect to Proceedings brought to establish or enforce a right to indemnification under this
Agreement or any other statute or law or otherwise as required under applicable law or (ii)
Expenses incurred by the Indemnitee in connection with preparing to serve or serving, prior to a
Change in Control, as a witness in cooperation with any party or entity who or which has threatened
or commenced any action or proceeding against the Company, or any director, officer, employee,
trustee, agent, representative, subsidiary, parent corporation or affiliate of the Company, but
such indemnification or advancement of Expenses in each such case may be provided by the Company if
the Board of Directors finds it to be appropriate;

          (b) To indemnify the Indemnitee for any Expenses, judgments, fines, interest or penalties, or
excise taxes assessed with respect to any employee benefit or welfare plan, and sustained in any
Proceeding for which payment is actually made to the Indemnitee under a valid and collectible
insurance policy, except in respect of any excess beyond the amount of payment under such
insurance;

          (c) To indemnify the Indemnitee for any Expenses, judgments, fines, expenses or penalties
sustained in any Proceeding for an accounting of profits made from the purchase or sale by the
Indemnitee of securities of the Company pursuant to the provisions of Section 16(b) of the Act or
similar provisions of any foreign or United States federal, state or local statute or regulation;

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          (d) To indemnify the Indemnitee for any Expenses, judgments, fines, interest or penalties, or
excise taxes assessed with respect to any employee benefit or welfare plan, for which the
Indemnitee is indemnified by the Company otherwise than pursuant to this Agreement;

          (e) To indemnify the Indemnitee for any Expenses (including without limitation any Expenses
relating to a Proceeding attempting to enforce this Agreement), judgments, fines, interest or
penalties, or excise taxes assessed with respect to any employee benefit or welfare plan, on
account of the Indemnitee’s conduct if such conduct shall be finally adjudged to have been
knowingly fraudulent, deliberately dishonest or willful misconduct, including, without limitation,
breach of the duty of loyalty; or

          (f) If a court of competent jurisdiction finally determines that any indemnification hereunder
is unlawful.

     10. Continuation of Indemnification. All agreements and obligations of the Company
contained herein shall continue during the period that the Indemnitee is a director/an executive
officer of the Company (or is or was serving at the request of the Company as an agent of another
enterprise, foreign or domestic) and shall continue thereafter so long as the Indemnitee shall be
subject to any possible Proceeding by reason of the fact that the Indemnitee was a director/an
executive officer of the Company or serving in any other capacity referred to in this Paragraph 10.

     11. Indemnification Hereunder Not Exclusive. The indemnification provided by this
Agreement shall not be deemed to be exclusive of any other rights to which the Indemnitee may be
entitled under the Company’s Articles, any agreement, vote of shareholders or vote of Disinterested
Directors, provisions of applicable law, or otherwise, both as to action or omission in the
Indemnitee’s official capacity and as to action or omission in another capacity on behalf of the
Company while holding such office.

     12. Successors and Assigns.

          (a) This Agreement shall be binding upon the Indemnitee, and shall inure to the benefit of,
the Indemnitee and the Indemnitee’s heirs, executors, administrators and assigns, whether or not
the Indemnitee has ceased to be a director/an executive officer, and the Company and its successors
and assigns. Upon the sale of all or substantially all of the business, assets or share capital of
the Company to, or upon the merger of the Company into or with, any corporation, partnership, joint
venture, trust or other person, this Agreement shall inure to the benefit of and be binding upon
both the Indemnitee and such purchaser or successor person. Subject to the foregoing, this
Agreement may not be assigned by either party without the prior written consent of the other party
hereto.

          (b) If the Indemnitee is deceased and is entitled to indemnification under any provision of
this Agreement, the Company shall indemnify the Indemnitee’s estate and the Indemnitee’s spouse,
heirs, executors, administrators and assigns against, and the Company shall, and does hereby agree
to assume, any and all Expenses actually and reasonably incurred by or for the Indemnitee or the
Indemnitee’s estate, in connection with the investigation, defense,

-7-

 

appeal or settlement of any Proceeding. Further, when requested in writing by the spouse of
the Indemnitee, and/or the Indemnitee’s heirs, executors, administrators and assigns, the Company
shall provide appropriate evidence of the Company’s agreement set out herein to indemnify the
Indemnitee against and to itself assume such Expenses.

     13. Subrogation. In the event of payment under this Agreement, the Company shall be
subrogated to the extent of such payment to all of the rights of recovery of the Indemnitee, who
shall execute all documents required and shall do all acts that may be necessary to secure such
rights and to enable the Company effectively to bring suit to enforce such rights.

     14. Severability. Each and every paragraph, sentence, term and provision of this
Agreement is separate and distinct so that if any paragraph, sentence, term or provision thereof
shall be held to be invalid, unlawful or unenforceable for any reason, such invalidity,
unlawfulness or unenforceability shall not affect the validity, unlawfulness or enforceability of
any other paragraph, sentence, term or provision hereof. To the extent required, any paragraph,
sentence, term or provision of this Agreement may be modified by a court of competent jurisdiction
to preserve its validity and to provide the Indemnitee with the broadest possible indemnification
permitted under applicable law. The Company’s inability, pursuant to a court order or decision, to
perform its obligations under this Agreement shall not constitute a breach of this Agreement.

     15. Savings Clause. If this Agreement or any paragraph, sentence, term or provision
hereof is invalidated on any ground by any court of competent jurisdiction, the Company shall
nevertheless indemnify the Indemnitee as to any Expenses, judgments, fines, interest or penalties,
or excise taxes assessed with respect to any employee benefit or welfare plan, which are incurred
with respect to any Proceeding to the fullest extent permitted by any (a) applicable paragraph,
sentence, term or provision of this Agreement that has not been invalidated or (b) applicable law.

     16. Interpretation; Governing Law. This Agreement shall be construed as a whole and
in accordance with its fair meaning and any ambiguities shall not be construed for or against
either party. Headings are for convenience only and shall not be used in construing meaning. This
Agreement shall be governed and interpreted in accordance with the laws of the State of New York
without regard to the conflict of laws principles thereof.

     17. Amendments. No amendment, waiver, modification, termination or cancellation of
this Agreement shall be effective unless in writing signed by the party against whom enforcement is
sought. The indemnification rights afforded to the Indemnitee hereby are contract rights and may
not be diminished, eliminated or otherwise affected by amendments to the Company’s Articles, or by
other agreements, including directors’ and officers’ liability insurance policies, of the Company.

     18. Counterparts. This Agreement may be executed in one or more counterparts, all of
which shall be considered one and the same agreement and shall become effective when one or more
counterparts have been signed by each party and delivered to the other.

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     19. Notices. Any notice required to be given under this Agreement shall be directed
to Ms. Peggy Yu Yu of the Company at 4/F, Tower C, The 5th Square, No. 7, Chaoyangmen
North Avenue, Dongcheng District, Beijing 100010, People’s Republic of China, and to the Indemnitee
at ______________________ or to such other address as either shall designate to the other in
writing.

[The remainder of this page is intentionally left blank.]

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     IN WITNESS WHEREOF, the parties have executed this Indemnification Agreement as of the date
first written above.

	 	 	 	 	 
	INDEMNITEE

 	 	 
	 	 	 
	Name: 	 	 
	 	 	 
	 
	E-COMMERCE CHINA DANGDANG INC.

 	 	 
	By:  	 	 	 
	 	Name:  	 	 	 
	 	Title:

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