As spring unfolds and ushers in a season of renewal, we are pleased to share the key updates and achievements of Baozun Group for March 2026. Throughout the month, we continued to make steady progress across our core priorities, including brand marketing, omnichannel operations, product storytelling, and sustainable development. Through close collaboration with our brand partners, we delivered impactful campaigns and strengthened platform performance, further reinforcing our service capabilities and industry leadership. At the same time, we advanced our commitment to long-term value creation through operational excellence and continued progress in sustainability.

Sincerely,

Baozun Group Investor Relations

Baozun Insight partnered with Coca-Cola and global brand ambassador Yang Yang to launch the “Happiness Recharge” campaign through an in-office livestream event at JD.com headquarter. The activation combined celebrity engagement, online-to-offline integration, and interactive content formats inspired by light entertainment programming.

The campaign generated strong social engagement while effectively translating brand awareness into measurable sales conversion, demonstrating the power of integrated digital marketing and content-commerce execution.

During the Spring Festival travel season, Baozun KIX (Baozun mini-program arm) continued to support cultural tourism partners in strengthening their presence across online travel platforms, where digital channels remain the primary battleground for traffic acquisition.

Through its long-term partnership with a globally recognized international theme park, Baozun KIX implemented a strategy combining public-domain traffic acquisition with private-domain customer engagement. This integrated approach has enabled the partner brand to achieve sustained growth and stronger platform visibility on Fliggy.

Gap introduced its 2026 spring women’s campaign, Leave Space for Her (Flow in the GAP), in collaboration with contemporary dance artist Xie Xin and the Xie Xin Dance Theatre. Through expressive movement and minimalist visual storytelling, the campaign explores themes of self-expression and personal growth among modern women.

The initiative highlights Gap’s TENCEL™ Lyocell denim and khaki collections, blending functional comfort with contemporary aesthetics while reinforcing the brand’s cultural relevance.

HUNTER continued to generate styling momentum as several well-known Chinese artists showcased the brand’s footwear and apparel through personalized looks.

  ♦ Zhou Ye paired the iconic Original Tall Wellington Boots with a sleek, modern silhouette.

  ♦ Song Jia styled the Puffer Lace-Up Mid-Calf Snow Boots, combining warmth with elevated fashion appeal.

  ♦ Wang Yuwen wore the Play Lace-Up Short Rain Boots, delivering a light and effortless aesthetic.

  ♦ Liu Yuxin appeared in a brushed cropped hooded jacket, highlighting the brand’s minimalist yet premium design language.

These appearances reinforced HUNTER’s growing presence across fashion and lifestyle contexts.

HUNTER also launched its 2026 Boat Party ready-to-wear collection, drawing inspiration from British coastal heritage and maritime exploration. The collection combines practical design features with contemporary styling, creating versatile pieces suited for both coastal leisure and urban environments.

By blending functional design with fashion-forward aesthetics, the collection continues to expand HUNTER’s positioning as a modern lifestyle brand.

Baozun Chairman and CEO Vincent Qiu joined Bloomberg TV’s The China Show for a live interview following the completion of Baozun’s three-year strategic transformation. During the discussion, Vincent shared the company’s “Yuenyeung” philosophy—blending global brand DNA with local consumer insights to create sustainable growth. He highlighted Baozun’s integrated MMC capabilities across merchandise, marketing, and channel, supported by a strong team that is accelerating the company’s next phase of development. He also introduced his framework of “one generates two, two generates three, three generates everything,” illustrating Baozun’s approach to building a scalable growth ecosystem while outlining the company’s strategy for future expansion and its evolving role as a long-term digital commerce partner for global brands in China.

Baozun won the 2026 Tmall Ecosystem certification recognizing its capabilities across both Digital Intelligence and Service Experience, along with specialized certifications in five industries: Apparel, Sports & Outdoor, Home & Lifestyle, 3C Digital Appliances, and Automotive. This recognition highlights Baozun’s comprehensive omni-channel service capabilities and further strengthens its leadership position within the digital commerce services ecosystem.

Baotong E-Logistic Intelligent Technology (Suzhou) Co., Ltd., a subsidiary of Baozun Group, successfully obtained ISO14001:2015 Environmental Management System certification across three core logistics parks: Wujiang South Park, Wujiang Yishang Park, and Wujiang Tuopu Park. The certification marks an important milestone in Baotong’s efforts to advance green warehousing practices and strengthen environmentally responsible logistics operations.

This newsletter contains general business updates for informational purposes only. It does not include or imply any financial performance data, earnings guidance, or material non-public information. Certain statements herein may be forward-looking and are subject to risks and uncertainties described in Baozun’s filings with the U.S. Securities and Exchange Commission.