ATV is a bit more specialized and upmarket. But it needs to expand its offerings, including jewelry. And most of all, it needs to move from a COD mode of business to Credit Card payment. The Chinese are moving to credit card payment.
And lastly, it needs to build alliances, particularly with QVC which has recently started its move into China.
This stock is a gamble, and that's how I am approaching it. One Google ATV msgboard basher says he intends to buy in at 5 bucks. Time and the next Q will tell.