customer service

As distinct from such traditional concepts as customer care, after-sales service and call centers, Baozun Customer Service is a new-generation integrated customer service capabilities for brand e-commerce business. In addition to satisfying customer consultation, after-sales service requirements and complaints processing in the general sense, today’s customer service is fully integrated into the entire consumer journey and engagement.These features empower brands for direct consumer facing from customer service perspective.

Service scope & Management mechanism


Baozun set up dedicated customer service team for each brand to serve brands’ official website malls and platform online stores (such as Tmall,, WeChat). Exclusive service ensures that the service team has professionalism in each brand attribute, product characteristics and related process; safeguards the consumer experience; conveys brand message; protects and promote brand image.

  • Shopping communication guide
  • Timely information consultation
  • Collaborative order tracking
  • One-stop after-sale support


Baozun exercises centralized management over the customer service team. The measures such as unified management system, systematic performance management, standardized training, service quality tracking and monitoring and customer complaints management mechanism make customer service management more simple, fair and effective, thus optimizing the overall online operation.

  • Systematic performance management
  • Standardized and professional training
  • Service quality tracking and monitoring
  • Upgraded customer complaints management

Core competitiveness

As we continue to invest in technology, customer service also incorporates more and more scientific and technological elements.By leveraging its data and experience amassed over the years, coupled with technology and innovation, Baozun will consistently give new content to our customer service and improve the customer service quality and experience.

Featured tools

With constant improvement of ERP system and rapid development of AI technology, Baozun has significantly improved the level of automation, communication efficiency and inquiry-to-sales conversion rate through customized professional training supported by tools and data..

Excellent Cases

Baozun customer service team has very professional managing and operating experience In both brand satisfaction and sales performance increasing.

Unified management case of Philips

Successfully increased brand preference and sales performance


  • Philips has one Tmall flagship store and over 20 distributors.


  • With plenty of distributors, Philips needed an unified management system to improve the service competitiveness of their customer service team.


  • Establish trinity services of humanization (communicate by standing in customers’ position), professionalism (give professional advice through systematic training), and tools (use intelligent tools to achieve timely responses).

Final results

  • We helped Philips official flagship store win the title of “King Shop” of the year 2017 in Double 11;
  • The customer service conversion rate in 2017 increased 30% over last year;
  • The proportion of their customer service sales was 50% higher than last year;
  • We more than helped brand gain the satisfaction and also a remarkable sales growth .

The case of dedicated customer service for NIKE

Help the brand with all-round improvement of sales and customer satisfaction


  • Nike Tmall official flagship store, as the fastest-growing online store of Nike in the world, has been greatly beloved by our consumers.


  • The transaction volume reached its peak of the year, Working staff and services faced large pressure.
  • The coordination of teamwork is more demanding.


  • With the Smart Robot covering 73% workload, we completed 2.1 million online consultations in total;
  • With precise onsite management, contingency plans and special group establishment for after-sales service in warehouses, we improved the efficiency of processing difficult parcels.

Final results

  • Baozun operation system with high integration and collaboration increased sales and customer satisfaction for Nike in all-round way.
  • Through complete and precise process design and customer service team management, the flagship store achieved leading after-sales processing efficiency in the industry. (Received the letter of acknowledgement issued by the chief customer experience officer of Alibaba; and won the award of Ultimate Experience Store of the year 2017).NIKE flagship store became the first clothing-category store in Tmall hitting a sales record of breaking 1 billion RMB in one day in Double 11, 2017.