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Baozun Inc. and any of its controlled subsidiary, variable interest entity or its subsidiary (collectively, “Baozun,” “we,” “us,” and “our”) are committed to the protection of our users’ privacy and personal information. We sincerely understand the importance of personal information to you. Therefore, we endeavor to take appropriate protective measures to protect the security of your information consistent with applicable laws, regulations and policies. We may collect, use, store, and share your personal information when you use our products or services. We have provided this Baozun Privacy Policy to help you understand how we collect and use your personal information, and how you will access, correct, delete, and protect that personal information, so as to help you understand our services and make appropriate choices.

Please read all the contents of this Privacy Policy in detail, and make sure that you fully understand and agree to all the contents of this Privacy Policy. By continuing to use the Services, you understand and agree to this Privacy Policy. If you don’t agree to this Privacy Policy (including any revised versions to this Policy pursuant Article IX hereunder), please immediately cease the use of our products or Services.

This Policy will help you understand:

I. Personal Information We Collect

II. How We Use Your Information

III. How We Use Cookies and Other Similar Techniques

IV. How We Share, Transfer, and Publicly Disclose Your Information

V. How We Protect Your Personal Information

VI.Your Rights and Choices

VII.How We Protect Children’s Information

VIII.How We Store Your Personal Information and transfer it Across Borders

IX.How We Revise and Update this Privacy Policy

X.Contact Us

This Policy applies to all products and Services offered by us. However, if any specific products or Services has set a separate privacy policy or similar agreement regarding the protection of personal information, then such separate privacy agreement or policy shall control.

If you have any inquiries, suggestions about this Policy or need any help, please contact us via the contact information set forth in Article X of this Policy. We are willing to render possible assistance to you.

I. Personal Information We Collect

When you use our products and/or services, we may collect the following categories of information from you, and we will use bold to mark sensitive personal information:

1.1 Information that you provide when you use our products and/or Services.

1.1.1 Information you fill out when you register your account.

For example, the name, nickname, mobile number, email address, and other personal information that you filled out when you registered your account.

1.1.2 Information that you upload when you use the products and/or Services.

For example, when you use the Services, you may upload your head portrait or share your photos.

1.1.3 Information you provide to our customer service representatives or you submit when you participate in events that we hold .

For example, you may submit your name, phone number, etc. on the event page when you participate in our online events.

Some of our Services may require you to provide certain personal information to implement specific functions. If you choose not to provide this type of information, you may not be able to use certain functions in the Services, but we will make reasonable efforts not to affect the other functions in the Services. By providing personal information to Baozun, you consent to our processing of such information in accordance with this Privacy Policy.

1.2 Information we obtain when you use products and/or services.

1.2.1 Log information. When you use our Services, we may automatically collect and store certain information. This may include but is not limited to:

(1) Equipment information. For example, device model, operating system version, unique device and/or advertising identifier, user settings, battery, signal strength, etc.

(2) Software information. For example, the version number of the software and the browser type. To ensure the security of the operating environment or to provide Services, we collect information about the mobile apps and other software you use on your device.

(3) IP address. We collect your Internet Protocol (IP) address.

(4) Usage information. We collect information about your use of our Services, including but not limited to what you search for when using our Services, the types of content you interact with, the frequency and duration of your activities, and other information about how you use the Services.

1.2.2 Location information. When you use location-related services, we may record

(1) In addition, when you use the Services,

The information provided by you or other users when using the Services may include such as the information about your location and the geo-tagging metadata contained in photos shared by you or others.

1.2.3 Other relevant information. To help you make better use of our products and/or Services, we collect relevant information. For example, we collect friend lists and group list information. To ensure that you can use our Services to contact your friends, if you choose to share your mobile contact list, we may encrypt your contacts’ names and phone numbers and collect only the encrypted information.

1.3 Information shared by other users containing your information

For example, photos posted or videos shared by other users may contain your information.

1.4 Information obtained from third parties

If you access or use our Services through a third-party application, we may obtain information from that third party that you share or is otherwise made available. For example, when you use WeChat to log in to our Services, we may obtain information about your WeChat account, such as your WeChat nickname or profile. These third-party applications and/or services are not controlled by us. Please make sure that you have read and understand the terms of use and privacy policy for each third-party application and/or service with which you interact. We are not responsible for the privacy practices or content of such other applications and/or services.

II. How We Use Your Information

To the extent permitted by law and pursuant to the agreement with you, we will use the information we collect for the following purposes:

2.1 Provide products and the Services to you. For example, when you register to use our products and/or Services, you need to provide us with name, an account number, password, your own mobile phone number, and e-mail address. We may use the mobile phone number and/or email address provided to send you a verification code to formally verify that the identity information you have provided is valid. You can modify and supplement your account information, such as nickname, gender, birthday, and hobbies. Your supplemented account information will help us provide you with personalized recommendations and experiences.

2.2 Satisfy your individual needs. For example, language settings, location settings, personalized help services, and a more usable product experience.

2.3 Product and service development and Service optimization. For example, when our system breaks down, we record and analyze the information generated by the system malfunction to optimize our Services.

2.4 For security. We may use your information for security purposes such as authentication identification, anti-fraud monitoring, archive backup, customer security services, etc. For example, security software that you download or install can detect malware, viruses and identify fraudulent information. We may determine your account risk by monitoring your browsing information, your commonly used software information, device information, etc., and may record information that we believe are risk factors. We will also collect your information to analyze problems, data flow and troubleshoot. In addition, we may collect information to help us better understand the operation of the products and/or Services we provide, and we may record information such as the frequency of your use of our products and/or Services, fault information, performance data or other similar information.

2.5 Recommend advertisements, information, and more that may be of interest to you. We may use personal information to tailor and provide you with content and advertisements. We may provide you with these materials as permitted by applicable law. We may also use information we collect to assess and improve the effectiveness of our advertising and other promotions, or invite you to participate in surveys about our products and/or Services. Specifically, we may collect your order information, browsing information, and your hobbies (which you can submit in your account personal information) for data analysis to develop a user profile to display information about the products or services you are interested in; or show you what you might want to find when you search. If you do not wish to receive advertisements that we send to you, you may be able to unsubscribe by using the method specified in the commercial advertisement or by other means provided by us.

2.6 In addition, you understand that in the following cases, we may use your personal information (without your consent):

2.6.1 Uses related to the fulfillment of obligations under laws and regulations;

2.6.2 Uses related to national security and national defense security;

2.6.3 Uses related to public safety, public health, and any other major public interests;

2.6.4 Uses related to criminal investigations, prosecution, trial and execution of judgments;

2.6.5 For the protection of the personal rights and interests of you or other individuals;

2.6.6 If the personal information collected is disclosed by yourself to the public;

2.6.7 Information about your personal information collected from lawful, public sources, such as legitimate news reports, government information disclosure, etc.;

2.6.8 To maintain a safe and stable operation of the products and/or Services provided, such as for the purpose of detecting and solving malfunctions of products and/or Services;

2.6.9 For legitimate news reporting;

2.6.10 For academic research institutions conducting statistical or academic research based on public interest and provide academic research or description results. The relevant institutes will de-identify the personal information contained in the results.

2.6.11 If it is necessary for the conclusion and performance of contracts according to your requirements.

2.6.12 Other circumstances as stipulated by laws and regulations.


2.8 We may transfer your personal information for the purposes of a transition such as a merger, acquisition or asset sale, and we will give you appropriate notice before transferring your personal information and we will endeavor to require the new companies and organizations that hold your personal information to process it in accordance with this Privacy Policy.

III. How We Use Cookies and Other Similar Techniques

3.1 Cookies. Cookies are small text files placed on users’ device browsers that allows a web server to store data on or from client side (e.g., a web browser). Cookies primarily store information about a user's visit to a website and related preferences.

3.2 You can manage or delete cookies according to your preferences as permitted by your web browser. Most web browsers will automatically accept cookies, but in most cases you can modify your browser settings to reject cookies according to your preferences. In addition, you can also delete all cookies stored in the software. However, if you do this, you may need to change the user settings yourself each time you access the Services, and the information you recorded previously will be deleted which may have an impact on the security of the Services you use. Please note that if you stop using cookies, you may not be able to enjoy the best service experience and some Services may not work properly.

3.3 Web Beacons. In addition to cookies, we may also use other similar technologies such as web beacons on the Services. A beacon is an electronic image file or other technology embedded in a website or email that can be used to count the number of visitors, to record whether and when you are viewing an email or website, or to use certain cookies.

IV. How We Share, Transfer, and Publicly Disclose Your Information

4.1 Share

4.1.1 We may share your personal information as set forth in this Privacy Policy.

4.1.2 We may share your personal information with our affiliates. However, we only share the necessary personal information when it is necessary and we endeavor to take steps to ensure that our affiliates are bound by the purposes stated in this Privacy Policy. If our affiliates want to change the purpose of processing personal information, we will endeavor to ask for your authorization.

4.1.3 We may share your order information, account information, equipment information, location information, and other information with third parties such as partners to ensure the completion of the Services provided to you. However, we will only share your personal information for legitimate, necessary, specific purposes, and will only share the personal information necessary to provide the Service. Our partners include the following:

(1) A supplier of goods or technical services. We may share your personal information with third party service providers who support our functions and provision of the Services. This support includes the provision of infrastructure technology services, payment services, data processing, etc. The purpose of sharing this information is to enable us to implement the core functionality of our products and/or Services.

(2) Third-party merchants. We must share your order information and any other necessary information about the transaction with third-party merchants to fulfill the need to purchase goods or services from them and to enable them to complete after-sales services.

(3) Our Partners which we entrust to carry out advertising activities. Sometimes we also represent other businesses to provide promotional services to a group of our users who use our products and/or services, but we do not share personal information that can be used to identify you in the real world with them. In these cases, we can tell the business how many people have seen their promotion information or purchased the business’s goods after seeing the information, or provide them with non-identifiable statistical information.

4.1.4 We may share your personal information with government agencies, regulatory bodies, law enforcement agencies and judicial institutions to comply with our legal obligations.

4.2 Transfer

We will not transfer your personal information to any company, organization or individual for their independent use unless:

4.2.1 You provide your authorization to such transfer or such transfer is necessary for us to provide the Services you have requested;

4.2.2 Such transfer is required, appropriate or otherwise advisable pursuant to applicable laws and regulations; legal procedures and process; mandatory administrative or judicial requirements; the protection of your, our or others’ rights, property, or safety; the collection of amounts owed to us; and/or the investigation or prosecution of suspected or actual illegal activity;

4.2.3 Such transfer complies with the relevant agreement with you (including the agreement signed online and the platform rules) or other legal documents.

4.2.4 Such transfer is related to a merger, acquisition, asset transfer or similar transactions. If your personal information is transferred as a result of such transactions, we will endeavor to require the new companies and organizations that hold your personal information to process it in accordance with this Privacy Policy.

4.3 Publicly disclose

We take the protection of your personal information very seriously and we will not disclose your personal information to any unrelated third party without your consent. We may only publicly disclose your personal information in the following circumstances:

4.3.1 We may disclose your personal information publicly with your explicit consent or based on your voluntary choice.

4.3.2 We may disclose your personal information with your consent when we determine that you have violated a law or regulation or materially breached the rules of our agreement, or to protect the personal and property safety of our and our affiliates' users or the public.

4.3.3 You actively disclose your personal information in public areas such as comment sections, public websites, and public social media.

4.3.4 In the event that your personal information must be provided in accordance with the requirements of laws, regulations, mandatory administrative enforcement or judicial requirements, we may publicly disclose your personal information in accordance with the type of personal information requested and the manner in which it is disclosed. Subject to laws and regulations, when we receive the above request for disclosure, we will require legal documents, such as subpoenas or investigation letters. We firmly believe that the information we ask for should be as transparent as possible to the extent permitted by law. All requests are carefully reviewed to ensure they are legally supported and we only provide limited to data that law enforcement has legally requested for specific investigation purposes. Subject to applicable laws and regulations, the documents we disclose may be protected by encryption keys.

V. How We Protect Your Personal Information

5.1 We have implemented a reasonable information security management system. We have taken reasonable and practicable security measures designed to protect your information and prevent unauthorized access, public disclosure, use, modification, damage or loss of personal information.

5.2 We will take reasonable and feasible measures to avoid collecting irrelevant personal information.

5.3 We will continue to store your personal information for as short a period as necessary for the purposes of providing our products and services in accordance with our business needs, unless you voluntarily revoke your authorization, delete such information, or cancel your account. When the storage period expires, or when you request deletion of information or account cancellation, we will stop using and delete your personal information or anonymize your personal information, except as otherwise provided by law.

Please protect your personal information properly. And please understand that, due to limitations of technology and risk prevention measures, we cannot guarantee 100% security of information, even if we have tried to strengthen security measures. You should be aware that the systems and communication networks you use may experience problems due to circumstances beyond our control.

5.5 We will develop a network security incident reporting and disposal management system, and in the event of a personal information security incident, we will handle it in accordance with the four steps of reporting, response, post-event analysis and rectification, and inform you of the specific situation and communicate with you about remedial measures in a timely manner. At the same time, we will also report the disposition of personal information security events in accordance with the requirements of regulatory authorities.

5.6 The internet environment is not 100% secure. We will try our best to ensure or guarantee the security of any information you send us. We will make every effort to ensure the security of our equipment and safeguards. However, in the event that our physical, technical, or administrative safeguards are damaged, destroyed, or fail when we take reasonable protective steps, resulting in unauthorized access, public disclosure, alteration, loss or destruction of the information causing damage to you, the event is considered force majeure, and you agree to exempt us from legal liability.

VI. Your Rights and Choices

We encourage you to update and correct your information to make it more accurate and valid, and we will endeavour to protect your rights to access, correct, delete and withdraw your personal data. However, you should understand that your decision to correct, delete or withdraw your authorization does not affect the processing of personal information that we have already carried out based on your previous authorization.

You can access and manage your personal information as set forth below:

6.1 Access and correct your personal information

We will provide you with the ability to access and correct your personal information at any time except as required by laws and regulations. If you cannot access or correct your personal information, please contact us using the information in Article 10 of this Policy.

6.2 Delete your personal information

We may allow you to delete your personal information as set forth below:

6.2.1 If we process your personal information in violation of laws and regulations;

6.2.2 If we collect and use your personal information without your explicit consent;

6.2.3 If the way we deal with personal information is a serious violation of your agreement;

6.2.4 If you no longer use our products or services, or you voluntarily cancel your account;

6.2.5 If we no longer provide you with products or services.

If we decide to fulfill your request for deletion, we will also endeavor to notify the entities which have obtained your personal information from us and request that it be deleted in a timely manner (unless otherwise required by laws and regulations, or if these entities have obtained your authorization independently).

Please note that we may not be able to immediately delete the information from the backup system due to restrictions related to our legal and security technology. We will store your personal information securely and isolate it from any further processing until the backup can be erased or anonymity is achieved.

After you have requested deletion, we may still need to retain some of your personal information in order to fulfill our legal or contractual obligations. We may also be permitted by law to retain some of your personal information to meet our business needs.

6.3 Change the scope of your authorized consent or withdraw your authorization

Please note that some basic personal information is necessary for you to use the products and/or services, but the provision of most other personal information is at your discretion. You may change the scope of the personal information you authorize us to collect from you by calling additional features or withdraw your authorization by deleting the information, turning off the device features, etc. When you withdraw your authorization, we will not be able to continue to provide you with the services for which you have withdrawn your authorization and will no longer process your corresponding personal information.

6.4 Cancel your account

You can submit your account cancellation request on the relevant page. After you voluntarily cancel your account, we will stop providing you with products and/or Services and delete your personal information as required by applicable laws.

6.5 Responding to your request

For security purposes, you may be required to provide a written request or otherwise prove your identity or that of your legal representative. We may ask you to verify your own identity before processing your request.

If the request is made by someone other than yourself, the request may be reasonably denied if you do not provide evidence that, or if we cannot verify that, the person is legally making the request on your behalf. Please note that any identifying information provided to us will only be processed in accordance with and to the extent permitted by law.

Generally, we will respond within [15] days. If you are not satisfied, you may also contact us using the contact information listed in Section X of this Policy.

In principle, we do not charge a fee for your reasonable requests, but we will charge a fee for repeated requests that exceed reasonable limits, as appropriate. We may refuse requests that are unreasonably repetitive, require excessive technical means (for example, requiring the development of new systems or fundamental changes to current practices), pose a risk to the legal rights of others, or are highly impractical.

As required by law or regulation, we will not be able to respond to your request in the following circumstances:

6.5.1 Those related to the fulfillment of our obligations under laws and regulations;

6.5.2 Those related to national security, national defense security;

6.5.3 Those related to public safety, public health, significant public interest;

6.5.4 Those related to the investigation and prosecution of crimes, trials and sentence enforcement;

6.5.5 There is sufficient evidence that you have subjective malice or abuse of rights;

6.5.6 Responding to your request will result in serious damage to the legitimate rights and interests of you or other individuals or organizations;

6.5.7 Those involving trade secrets.

VII. How We Protect Children’s Information

We do not actively seek or collect personal information from children under the age of 14 ("Children"). Children should not create their own user accounts or provide their personal information to us without the consent of a parent or other guardian. If we discover that we have inadvertently collected personal information from a child, we will immediately delete that child's personal information from our records .

VIII. How We Store Your Personal Information and transfer it across borders

8.1 We will retain your personal information for as long as reasonably necessary after your account is cancelled, unless your consent is obtained to extend the retention period or unless otherwise required by law or regulation. We will delete or anonymize your personal information when it exceeds our retention period. In accordance with the requirements of the Cybersecurity Law, we will retain log information about your cancellation actions for more than six months.

8.2 If we terminate our services or operations, we will promptly cease the activities of collecting your personal information, and will comply with the relevant legal and regulatory requirements to notify you in advance, and delete or anonymize your personal information after the termination of services or operations.

8.3 In principle, personal information we collected and generated within the territory of the People's Republic of China will be stored in the People's Republic of China. The exceptions are as follows:

8.3.1 which is in compliant with the laws and regulations and has obtained your separate consent.

8.3.2 When you have used a cross-border transaction service that requires the transfer of your personal information outside the country to complete a transaction. In such cases, we will ensure that your personal information is adequately protected in accordance with this Policy and the requirements of national laws and regulations.

IX. How We Revise and Update this Privacy Policy

 We may revise this Privacy Policy from time to time, including when it is necessary to address changes in relevant laws and regulations or other needs. If there are any material changes to this Privacy Policy, we will notify you as required by applicable law, for example by notifying you with a prompt on the webpage or sending you an e-mail before the changes take effect. If you do not agree with the changes, please stop using the products or services provided by us on the effective date of the changes, and the changes will have no effect on you. You understand and agree that you will be deemed to have accepted the updated Privacy Policy if you continue to use the Services after the effective date of such changes.

X. Contact Us

If you have any enquiries, comments or suggestions about this Privacy Policy or your personal information, please contact us by sending e-mail to secteam@baozun.comWe will review and try to resolve the issues you are facing as soon as possible.