Online sales channels are becoming more and more important for Chinese publishers.  But at the same time, the increasing dependence on online book sellers makes Chinese publisher more vulnerable. As a result, they have to accept the conditions from big online book sellers, e.g, Dangdang and Amazon/Joyo which squeeze their profits. One of China’s bestselling book The Ming dynasty that Matters has sold one million copies, with 30% of the book are sold through Dangdang. Dangdang and Joyo asked Mo Tie, the publisher of The Ming dynasty that Matters, to give them 50% discount. For other publishers, like Beijing Publishing Group, they have to give even 59% discount for all the books. Publishers think the price competition between Dangdang and Joyo has placed them into a very dangerous situation. They think it’s time to explore other new channel, such as Streaming media, otherwise it will be impossible for them to gain advantages in future book marketing battle.