Baozun acquires eFashion China to expand its reach by

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BEIJING, China, June 28, 2021 (GLOBE NEWSWIRE) – Baozun Inc. (NASDAQ: BZUN and HKEX: 9991) (“Baozun” or the “Company”), the leading branded e-commerce services partner that helps brands to execute their e-commerce strategies in China, today announced that it has signed a definitive agreement to acquire a 100% stake in Shanghai Yi Shang Network Information Co Ltd (“eFashion China”), one of the leading solutions providers e-commerce platform for fashion brands in China, in an all-cash transaction. The acquisition is subject to the satisfaction of customary closing conditions and is expected to be finalized in the third quarter of 2021.

Founded in 2008 and headquartered in Shanghai, eFashion China is an e-commerce solutions provider that focuses on bringing international fashion brands to China. It provides brands with one-stop e-commerce solutions, including brand counseling, store operations, digital marketing, IT solutions and customer service. It has established itself as one of the major players in the branded clothing e-commerce space in China. It currently serves many well-known international brands including international high-end fashion, sportswear and luxury brands.

This acquisition is a further step in the execution of Baozun’s medium-term three to five year strategic plan to drive future growth. It strongly positions Baozun to further penetrate the clothing category and strengthen its leadership. After the acquisition, eFashion China will serve as a sub-brand of Baozun and the companies will combine their full advantages to seize the growth potential of promising brands.

Mr. Vincent Qiu, Chairman and CEO of Baozun said, “We are delighted to welcome the eFashion China team to the Baozun family. We are delighted with this acquisition as Baozun and eFashion China share the ambition and commitment to bring global fashion brands into the growing e-commerce market in China. eFashion China brings a strong understanding of clothing brands, an efficient cost structure, and an impressive track record of high service quality. We believe that our combined strengths will bring unique added value to our partner brands at various stages of growth and sizes. “

Mr. Johnson Zhang, co-founder and CEO of eFashion China, added, “We have made the strategic decision to join Baozun to tap into its vast network and substantial resources to better serve our customers by providing them with a range of broader services. option. Baozun is known for its cutting edge technology, integrated ecosystem, omnichannel capabilities and innovative solutions. Baozun’s in-depth expertise in these areas will significantly strengthen our service capabilities. We believe this combination of highly complementary capabilities will make Baozun-eFashion China an even stronger partner of choice for established and emerging global fashion brands.

About Baozun Inc.

Baozun Inc. is the leader and pioneer of the branded e-commerce services industry in China. Baozun enables a wide range of brands to grow and succeed by leveraging its end-to-end e-commerce service capabilities, omnichannel coverage and technology solutions. Its integrated one-stop-shop solutions cover all essential aspects of e-commerce operations, including IT solutions, online store operations, digital marketing, customer service, warehousing and fulfillment. For more information, please visit http://ir.baozun.com.

About Shanghai Yi Shang Network Information Co Ltd

Based in Shanghai with over 400 employees, eFashion China has grown into one of the leading e-commerce service providers trusted by international fashion brands. eFashion China focuses on the field of global fashion and lifestyle and provides brands with one-stop e-commerce solutions, including brand consulting, store operations, digital marketing, IT solutions, customer service, etc. For more information, please visit https: / /www.efashionchina.com.

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For investor and media inquiries, please contact:

Baozun Inc .:
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Email: [email protected]

Christensen
In China
Mr. René Vanguestaine
Phone: + 852-6686-1376
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