More significantly, Ms Yu says she has long believed that Amazon itself will one day enter the Chinese market.

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"I don't care how other people see us, or what protestors feel, " says Yu Hai.

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Sales, which reached a modest 35m yuan in 2002, are doubling annually according to Ms Yu, who says that with gross margins of 25%, close to Amazon's 28%, Dangdang will break even this year.

ECONOMIST: Selling books in China

"Before, it was Mou Qizhong, today there's Wong Kwong Yu, " Wang says.

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"This is an opportunity that only comes around once every hundred years, " says 19-year-old Yu Tingting.

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"In a worst-case scenario, you could eject from a fighter jet, " says senior CAL flight instructor Chou Yu-sen, who once trained F-104 and T33 combat pilots.

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