GOING VIRAL IN RED HUNTER FIRST POP-UP STORE OPENS IN CHINA

The century-old fashion brand HUNTER has recently launched its first offline store in Zhangyuan, a cultural and historic landmark in Shanghai, for a limited time, unlocking the trend of innovative offline retail ecology. Paying homage to the culture and history of Zhangyuan, HUNTER designed the space to fit the district’s characteristic style. Inspired by the iconic red classic Wellington rain boots - HUNTER Little Red Boots, the store uses the brand's iconic red extensively to create a playful and fresh visual presentation for its stunning debut as a landmark. The store also employs a thoughtfully curated layout to showcase personalised pairings of footwear, apparel, and accessories, effectively highlighting its line of diversified and innovative products. **During the opening ceremony, Vincent Qiu, Founder, Chairman & CEO, Baozun Inc., shared, “In addition to generating sales, offline stores carry a very important function, that is to communicate closely with consumers and better convey the brand’s culture and philosophy. Baozun is confident in helping HUNTER further expand its online and offline channels to realise omni-channel development.”** Partnering with Baozun since 2019, HUNTER has built its online operations across major social and e-commerce platforms, winning over a large group of brand users and enthusiasts. Post-pandemic, the outdoor sports sector has shown consistent growth in China. To ride on the wave, Baozun Brand Management team is actively planning HUNTER’s expansion in the Chinese market. Currently, HUNTER's main consumers are females aged 25-40, who have a knack for fashion and quality of life. Through its fashionable iconic products, HUNTER partners with local fashion bloggers to showcase the diversified lifestyle. HUNTER aims to lead consumers outdoors to enjoy nature in style. This June, HUNTER successfully launched its first store in Singapore, with much acclaim from the market. Moving forward, the Baozun Brand Management plans to further expand HUNTER's product offerings to strengthen its revenue growth while catering to the seasonal demands of local consumers. ABOUT CLASSIC WELLINGTON BOOTS ——HUNTER LITTLE RED BOOTS The classic Wellington rain boots were first launched in 1956 and have been HUNTER’s core product. Popular worldwide, these rain boots are made from natural rubber and 28 independently hand-assembled parts. HUNTER's little red boots feature original pattern design and craftsmanship in comfortable lining, and are 100% water-repellent. They are the perfect fusion between functionality and fashion. ABOUT HUNTER Founded in Scotland in 1856, HUNTER has always adhered to its mission to create products that help people grasp every moment and live to their fullest. No matter the weather, people can enjoy the vast world and abundant nature around. Today, HUNTER's products not only carry the spirit of exploration, but also integrate the elements of tenacity and freedom into contemporary fashion, aiming to produce products with superior performance, fashionable style, and durability in an environmentally responsible manner. As a classic brand with a century of history, HUNTER is not only the ideal companion for outdoor activities, but also a fashion status in urban life. HUNTER is committed to the dual pursuit of functionality and aesthetic - providing consumers with a diversified range of products.

Baozun Announces Second Quarter 2024 Unaudited Financial Results

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618 Pulse Report 2024

Baozun Announces First Quarter 2024 Unaudited Financial Results

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Baozun Releases 2023 Sustainability Report

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Baozun Announces Fourth Quarter and Fiscal Year 2023 Unaudited Financial Results

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Recognised as a Representative Vendor in Gartner's respected 2024 Market Guide for Distributed Order Management Systems

We're excited to announce that Baozun has been recognised as a Representative Vendor in Gartner's respected 2024 Market Guide for Distributed Order Management Systems. As a result of the leadership team’s strategic initiatives and investment efforts, Baozun has solidified its status as a pioneer and leader in China’s eCommerce industry. The recognition proves as a testament to Baozun’s professionalism and expertise. This year, Baozun will continue to focus on making omnichannel digitalization realized for brands by enhancing its technology capabilities and enriching product portfolios, thus delivering richer and elevated experiences for consumers. **About Gartner** Gartner is a global research and advisory firm providing information, advice, and tools for businesses in IT, finance, HR, customer service and support, legal and compliance, marketing, sales, and supply chain functions. They help leaders across all major functions in every industry and enterprise size with the objective insights they need to make the right decisions to help clients succeed in their mission-critical priorities. "We are delighted to be included in this Gartner report. These days brands focus more on upgrading their omni-channel retail business with end-to-end solutions to achieve sustainable business growth and maximize long-term brand value. Seamless and elevated customer experience is turning to be the core for retail business of many brands. To seek unified management of order, inventory and product information, retailers need to move away from siloed omni channels towards a cohesive Unified Commerce and build brand-new integrated retail operation platform (ROP). Meanwhile, as One Data becomes essential for brands, ROP can enable retailers to achieve efficient inventory utilization, order fulfillment optimization and financial management enhancement given trends of channel decentralization and diversified retail business models. All of these triggered our decision to further upgrade the OMS into ROP. In 2024, Baozun will stay committed to making omnichannel digitalization realized for brands by enhancing our technology capabilities and enriching product portfolios. The next-generation retail platforms will empower our brand partners to sustain their competitive edge amid the constant-changing market trends and technological revolutions." Lucy Feng Vice-President of Baozun Inc. General Manager of Technology and Innovation Center

Baozun Announces Third Quarter 2023 Unaudited Financial Results

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Baozun D11 report released, to tap the new increment in the era of rational consumption with the brand

Baozun D11 report released, to tap the new increment in the era of rational consumption with the brand

Baozun and WWD China launch the Path to Growth: 2023 Trends and Insights into China's Fashion Apparel Industry Whitepaper

Amid the fervor of global fashion weeks, the WWD CEO Summit in Shanghai spotlighted apparel—the broader fashion industry’s crown jewel. At this event, WWD CHINA and Baozun Inc. introduced their co-authored white paper: “The Path to Growth: Trends and Insights into China’s Fashion Apparel Industry.” This collaborative piece, rich with insights for online apparel ventures, saw Arthur Yu, President of Baozun E-Commerce, delineating the future trajectory of the apparel domain. Following Paris and Milan Fashion Weeks, Shanghai’s Spring/Summer 2024 Fashion Week, themed “Interlinking Vitality”, commenced on October 8. With nearly 100 product debuts from top global brands, it provided a pivotal glimpse into China’s dynamic apparel scene. In the evolving digital economy, consumer preferences lean towards personalization and diversity. Over the next decade, China’s apparel sector anticipates “mild growth with elevated quality”, spotlighting specialized niches and a thriving mid-to-high-end market. As a digital economy pioneer, China witnessed technology amplifying online and offline retail harmony. Emphasizing environmental conservation and women’s empowerment reshapes fashion narratives. This presents not only a clear roadmap for China’s apparel world but also charts a course for global brands in China, promoting tech integration for seamless operations and sustainable, quality growth. WWD CHINA’s inaugural CEO Summit, coinciding with major global fashion weeks, took place in Shanghai on September 27. At the summit, e-commerce trailblazer Baozun and WWD CHINA co-released “The Path to Growth: Trends and Insights into China’s Fashion Apparel Industry”. This comprehensive guide highlighted around thirty standout brand cases, diving deep into the apparel industry’s leading five trends which will help guidebrands toward future growth. **Digital Age Opportunities: Navigating Apparel Industry Trends** A vanguard in brand e-commerce, Baozun has long guided brands through digital transformation. With a holistic e-commerce solution powered by data and tech-driven consumer insights and product development, Baozun boasts a clientele of over 400 esteemed global and local brands. In 2023, Baozun, in collaboration with WWD CHINA, introduced this white paper, offering sharp insights and strategies to fortify brands’ digital age competitiveness. This white paper delves into the apparel industry’s landscape, addressing challenges and opportunities presented by macroeconomic factors, consumer market shifts, and the convergence of online and offline realms. Drawing from a rich array of brand case studies, it illuminates the industry’s pulse—highlighting aspects like consumer demographics, pricing strategies, and evolving marketing channels. Five pivotal trends are spotlighted: “Full-Price Strategy”, “Online/Offline Integration”, “Omnichannel Fine-Grained Operations”, “Creative Livestreaming” and “The New People-Product-Place Operation Model”. Amidst a fluid market, the paper prescribes strategies for the apparel sector’s forward march, spotlighting 17 industry hurdles—from brand marketing to supply chain intricacies—and offering a suite of practical solutions. The white paper spotlights the successes of 2023, highlighting brands like Nike, GAP, HOKA, UGG, ANINE BING, COMME MOI, lululemon, UNIQLO,CRUSH Collection, ALLSAINTS, ARKET, and others. It provides a panoramic view of China’s apparel industry’s current pulse and the nuances of target consumer groups. Examples include ARC’TERYX’s emphasis on premium experiences, Nike’s adeptness in engaging the youth, and ANINE BING’s strategies driving its positive brand evolution. Through collaboration, the document illustrates how brands carve their niches and foster deep consumer relationships in shifting markets. In the last decade, China’s burgeoning e-commerce landscape welcomed a succession of international brands. But as the dividends of this era wane, where should brands pivot for sustained growth? With its global lens, this white paper melds visionary trend analysis with hands-on operational insights. It stands as a beacon for local and global brands crafting strategies for the Chinese market. **President of Baozun E-Commerce Dissects Future Hurdles & Growth Avenues in Apparel** With the white paper’s impactful launch in China’s apparel sphere, Lena Yang, WWD China’s co-founder and vice chairman, initiated a conversation with Arthur Yu, President of Baozun E-Commerce. They delved into the complex challenges confronting China's apparel sector through the lens of consumer behaviors, emerging trends, and sustainability. Their discourse further pivoted to pinpointing strategies, enabling brands to harness upcoming growth opportunities. Arthur Yu of Baozun E-Commerce remarked, “Post-pandemic 2023 witnessed China’s apparel sector grow by 11%, becoming a rare industry boasting double-digitgrowth. This swift growth brought heightened challenges, stemming from a shifting industry landscape and channels.” Arthur highlighted the multifaceted challenges ahead: Gen Z’s ascendancy as the apparel sector’s primary growth driver, a shift in consumer leanings toward emotional and experiential engagements, and supply chain complexities. He emphasized that brands would need to harness the potential of the mid-to-high-end market, employing data-centric methods and fortifying operational strategies. This significant shift, he posited, isn’t arbitrary but driven by deep market forces. Arthur pinpointed two leading trends: “Consumers are transitioning from purely functional to a more personalized shopping mindset. Moreover, Gen Z has emerged as the vital catalyst propelling the apparel industry’s expansion.” As the apparel sector gravitates toward a blended online/offline model and the rise of e-commerce 3.0, Arthur suggests brands intensify their DTC tactics and hone omni-channeloperation to achieve seamless customer experience and maximize ROI. . In his view, today’s retail scenario underscores two primary transformations: the homogenization and integration of online and offline platforms. In response to these challenges, Arthur outlined two pivotal strategies. He emphasized intertwining omnichannel methodologies with online-offline integration. Furthermore, he noted the growing consumer inclination towards consistent experiences, asserting that customers seek uniformity in experience and treatment whether they shop online or offline. Anticipating 2024, the Chinese apparel market is poised for novel opportunities. These arise from post-millennial needs, shifting consumption trends—especially among women in premium cities—and the promise of nascent niche brands. The adeptness in leveraging these elements will determine a brand’s ability to seize forthcoming growth. Nearing 2024, Arthur highlighted Baozun’s focus areas: “In the upcoming year, we’re zeroing in on three central themes. One is the evolving demographics, trailed by emerging scenarios. Platforms like Douyin and Xiaohongshu have notably surged this year and have shown great potential following the success of platforms like Tmall, JD.com and Tencent.. We’re attentive to the next major platforms poised to rise. Additionally, new brands. Which of our existing brands can excel? Which new brands can emerge in this vast Chinese market? These are all directions that we are paying close attention to. Advanced technology empowers brands to fluidly meld online and offline channels, optimizing coordination among people, products, and locations. This synergy boosts efficiency and quality in facets like customer service, visuals, product range, and operations—catalyzing digital brand evolution. For Arthur, technology isn’t just an instrument. He asserts, “Technology isn’t merely an asset; it’s pivotal to a brand’s transformative journey.” Set against technology’s “hard power”, the “soft power” derived from embracing a green ecosystem, unwavering social responsibility, and meticulous corporate governance ensure enduring industry prominence. Arthur views this not as a momentary shift but a visionary move to secure lasting stability. On sustainability, Arthur emphasized, “Our dedication to sustainable growth is steadfast. We initiated our ESG journey three years ago, aspiring for notable advancements in the sector.” The fashion sector’s consensus is unmistakable: China remains a fertile ground for global fashion in the upcoming decade. Against a recovering macroeconomic backdrop, apparel leaders must grasp current opportunities, discern digital and consumer shifts, champion innovations, and craft varied strategies to ensure a competitive edge. Beyond the white paper's joint release by digital pioneer Baozun and WWD CHINA, both entities hint at deeper collaborations, shaping a novel "China Model" guiding the apparel industry toward high-end evolution. For Original Article Please [Click Here](https://wwd.com/business-news/business-features/chinas-apparel-evolution-1235874995/) ::: hljs-center :::

Baozun Announces Second Quarter 2023 Unaudited Financial Results

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Baozun Creates Partnership with Authentic Brands Group on Hunter Brand

SHANGHAI, China, [August 28], 2023 (GLOBE NEWSWIRE) -- Today, Baozun Inc. (Nasdaq: BZUN and HKEX: 9991) (“Baozun” or the “Company”), a leading brand e-commerce solution provider and digital commerce enabler in China, announced that it has entered into an exclusive partnership with Authentic Brands Group (“Authentic”) to operate Hunter’s business in Asia. Baozun has also agreed to form a joint venture with Authentic to acquire 51% of the intellectual property of Hunter in Greater China and Southeast Asia. Hunter, is an iconic British heritage brand of original footwear and outerwear. In early June, Authentic Brands Group acquired Hunter’s global intellectual property. Over the course of its 160-year history, the Hunter brand has evolved from its core rubber boot to a full lifestyle brand, offering an expansive footwear collection, outerwear, bags and accessories designed for outdoor performance in both rural and urban environments. Since 2019, Hunter has built its online presence in Mainland China across major social and e-commerce platforms. Over the past two years, Baozun has been engaged as Hunter’s e-commerce partner in China, successfully helping drive its online growth and profitability. “We are excited to share our recent partnership with Authentic Brands Group, a leading global brand management company that owns a large portfolio of more than 50 brands, including many iconic and world-renowned lifestyle brands,” said **Vincent Qiu, Chairman and Chief Executive Officer of Baozun**. “This marks another milestone in our transformation where all three business lines will cooperate together to deliver an extraordinary suite of services to leading global brand companies in China and other Asian markets. We are full of confidence in this strategic cooperation and look forward to continuing to develop and expand cooperation with ABG Group in Greater China and Southeast Asia and create more business opportunities for more brands. ” **Ms. Sandrine Zerbib, President of Baozun Brand Management**, commented, “We are thrilled to add Hunter, an iconic and rich heritage brand, to the BBM portfolio. Post-COVID, outdoor is a growing trend, and we see excellent growth potential in Greater China, where Hunter has a good reputation as a premium outdoor lifestyle brand. As Baozun has already run Hunter’s e-commerce business in China, we are confident to expand Hunter through additional online and offline channels. We will also expand Hunter into additional product categories to achieve more revenues and rebalance seasonality. We believe the combination of BBM’s China-for-China strategy and our technology and data-driven approach in product and consumer operations will position Hunter for sustainable future growth.” Authentic Brands group is a global brand development, marketing and entertainment platform which owns a portfolio of iconic and world-renowned lifestyle, entertainment and media brands. Its brands generate approximately $29 billion in global annual retail sales and have an expansive retail footprint in more than 150 countries, including 11,700-plus freestanding stores and shop-in-shops, and 390,000 points of sale. “We are excited to partner with Baozun to further our vision for Hunter in China and Southeast Asia,” said **Jamie Salter, Founder, Chairman and CEO of Authentic**. “Their breadth of expertise in marketing, innovation and technology, along with their experience with Hunter in this important market, makes this a significant partnership within the global brand strategy. We are confident that Baozun will help accelerate the expansion of Hunter in China and other Asian markets, and that the partnership lays the groundwork for future opportunities. **About Baozun Inc.** Founded in 2007, Baozun Inc. is a leader in brand e-commerce service, brand management, and digital commerce service. It serves more than 400 brands from various industries and sectors around the world, including East and Southeast Asia, Europe and North America. Baozun Inc. comprises three major business lines -- Baozun e-Commerce (BEC), Baozun Brand Management (BBM) and Baozun International (BZI) and is committed to accelerating high-quality and sustainable growth. Driven by the principle that “Technology Empowers the Future Success”, Baozun’s business lines are devoted to empowering their clients’ business and navigating their new phase of development. For more information, please visit http://ir.baozun.com. **About Authentic Brands Group** Authentic Brands Group (Authentic) is a global brand development, marketing and entertainment platform, which owns a portfolio of more than 50 iconic and world-renowned Lifestyle, Entertainment and Media brands. Headquartered in New York City, with offices around the world, Authentic connects strong brands with best-in-class partners and a global network of operators, distributors and retailers to build long-term value in the marketplace. Its brands generate more than $29 billion in global annual retail sales and have an expansive retail footprint in 150 countries, including 11,700-plus freestanding stores and shop-in-shops and 390,000 points of sale.* Authentic is committed to transforming brands by delivering powerful storytelling, compelling content, innovative business models and immersive experiences. It creates and activates original marketing strategies to drive the success of its brands across all consumer touchpoints, platforms and emerging media. Authentic’s brand portfolio includes Marilyn Monroe®, Elvis Presley®, Muhammad Ali®, Shaquille O’Neal®, David Beckham®, Dr. J®, Greg Norman®, Neil Lane®, Thalia®, Sports Illustrated®, Reebok®, Brooks Brothers®, Barneys New York®, Judith Leiber®, Ted Baker®, Hunter®, Vince®, Hervé Léger®, Hickey Freeman®, Frye®, Nautica®, Juicy Couture®, Vince Camuto®, Lucky Brand®, Aéropostale®, Forever 21®, Nine West®, Rockport®, Eddie Bauer®, Boardriders®, Quiksilver®, Billabong®, Roxy®, DC®, RVCA®, Element®, Von Zipper®, Spyder®, Volcom®, Shark®, Tretorn®, Prince®, Airwalk®, Izod®, Jones New York®, Van Heusen®, Hart Schaffner Marx®, Arrow® and Thomasville®. For more information, visit corporate.authentic.com. Follow Authentic on LinkedIn, Instagram and Twitter. *Pending acquisition in Q3 2023 **About Hunter** With a 160-plus-year heritage, the Hunter brand has evolved from a rubber boot to a lifestyle brand, offering an expansive footwear collection, outerwear, bags and accessories designed for outdoor performance in both rural and urban environments. With seasonal introductions of fresh new styles and colorways inspired by the brand’s strong DNA, Hunter has cemented its position as the "welly of choice" among outdoor enthusiasts, celebrities and fashion trendsetters alike. For more information, please visit https://hunterboots.com For investor and media inquiries, please contact: