Baozun Inc.

Baozun Inc. is a leading pioneer in the brand e-commerce service industry and a digital commerce enabler in China. The company empowers brands to grow by providing end-to-end e-commerce service capabilities, omni-channel expertise, and technology-driven solutions. Its advanced technology and operating platforms support an expanded range of services and markets. In 2023, Baozun expanded its businesses into three business lines: Baozun E-commerce (BEC), Baozun Brand Management (BBM), and Baozun International (BZI). Baozun E-commerce includes the company's China e-commerce businesses, such as brands' store operations, customer services, and value-added services in logistics and supply chain management, IT, and digital marketing. Baozun Brand Management engages in holistic brand management, covering strategy and tactic positioning, branding and marketing, retail and e-commerce operations, supply chain and logistics, and technology empowerment. Baozun International is focused on empowering brands with local market insights and e-commerce infrastructure, serving local consumers with a wide product selection and differentiated customer experience. The expansion into these three business lines aims to create an ecosystem where each division adds value to the others. The company has 18 years of expertise and technological advancements in the e-commerce industry. Since 2023, Baozun has initiated a strategic transformation, leading to segment reporting changes starting from the first quarter of 2023.