GlobeNewswire Inc | Nov 11, 2021 08:14PM EST

November 12, 2021

SHANGHAI, China, Nov. 11, 2021 (GLOBE NEWSWIRE) -- Baozun Inc.(Nasdaq: BZUN and HKEX:9991) (Baozun or the Company), the leading brand e-commerce service partner that helps brands execute their e-commerce strategies inChina, today announced a record high in order value for the 2021 11.11 Shopping Festival occurred during the 11-day period from November 1 to 11 (11.11 Festival). Total order value settled through payment gateways on all of the Companys e-commerce channels was RMB 19.18 billion for the 2021 11.11 Festival, an increase of 16.3% compared to the 2020 11.11 Festival.

In advance of the 2021 11.11 Festival, Baozun completed a series of strategic upgrades and initiatives to manage the anticipated surge in user engagement and orders. It optimized omni-channel integration across multiple platforms, improved data privacy protections, and deployed a visualized customer service monitoring system. It also deployed intelligent automatic sorting robots and expanded the geographical footprint of its pre-dispatch and instant delivery service to enhance warehouse management efficiency. The Company has continually focused on expanding the lifetime value of its brand partners through superior customer experience and user journey, and the upgrades to its comprehensive e-commerce infrastructure and IT systems reinforced the competitive strengths of its business model.

Despite persistent market headwinds impacting consumption, I am especially proud that Baozun accomplished another record high order value of RMB 19.18 billion. Mr. Vincent Qiu, Chairman and Chief Executive Officer of Baozun, commented, This extraordinary performance demonstrates the robustness of our platform and our teams ability to adapt to the swift pace of an ever-changing market. During this biggest shopping event of the year in China, we took a strategic approach, enabling our brand partners to market their products across multiple channels simultaneously, by upgrading the integration capabilities of our intelligent omni-channel platform. The exceptional results reflect our mission and energize our brand partners. I am confident that our cutting-edge technology and infrastructure have reinforced our position as the leading e-commerce service partner in China.

AboutBaozun Inc.

Baozun Inc.is the leader and a pioneer in the brand e-commerce service industry inChina.Baozunempowers a broad and diverse range of brands to grow and succeed by leveraging its end-to-end e-commerce service capabilities, omni-channel coverage and technology-driven solutions. Its integrated one-stop solutions address all core aspects of the e-commerce operations covering IT solutions, online store operations, digital marketing, customer services, and warehousing and fulfilment. For more information, please visit http://ir.baozun.com.

Safe Harbor Statements

This press release contains forward-looking statements. These statements are made under the safe harbor provisions of theU.S.Private Securities Litigation Reform Act of 1995. These forward-looking statements can be identified by terminology such as will, expects, anticipates, future, intends, plans, believes, estimates, potential, continue, ongoing, targets, guidance, going forward, outlook and similar statements. Statements that are not historical facts, including quotes from management in this announcement and statements about the Companys strategies and goals, are or contain forward-looking statements. Forward-looking statements involve inherent risks and uncertainties. A number of factors could cause actual results to differ materially from those contained in any forward-looking statement, including but not limited to the following: the Companys operations and business prospects; the Companys business and operating strategies and its ability to implement such strategies; the Companys ability to develop and manage its operations and business; competition for, among other things, capital, technology and skilled personnel; the Companys ability to control costs; the Companys dividend policy; changes to regulatory and operating conditions in the industry and geographical markets in which the Company operates; and other risks and uncertainties. Further information regarding these and other risks, uncertainties or factors is included in the Companys filings with theU.S. Securities and Exchange Commissionand the Companys announcements, notice or other documents published on the website ofThe Stock Exchange of Hong Kong Limited. All information provided in this press release is as of the date of this press release and is based on assumptions that the Company believes to be reasonable as of this date, and the Company does not undertake any obligation to update any forward-looking statement, except as required under the applicable law.

For investor and media inquiries, please contact:

Baozun Inc.:Ms.Wendy SunEmail:ir@baozun.com

ChristensenInChinaMr.Rene VanguestainePhone: +852-6686-1376E-mail:rvanguestaine@christensenir.com

InU.S.Ms.Linda BergkampPhone: +1-480-614-3004Email:lbergkamp@ChristensenIR.com