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Baozun Announces Pricing of Initial Public Offering

SHANGHAI, China, May 21, 2015 (GLOBE NEWSWIRE) -- Baozun Inc. (Nasdaq:BZUN) ("Baozun" or the "Company"), the leading brand e-commerce solutions provider in China, today announced that it has priced its initial public offering of 11,000,000 American depositary shares ("ADSs") at US$10.00 per ADS for a total offering size of US$110 million, assuming the underwriters do not exercise their option to purchase additional ADSs. Each ADS represents three Class A ordinary shares of the Company. The ADSs will begin trading on the NASDAQ Global Select Market today under the ticker symbol "BZUN."

The Company has granted the underwriters an option, exercisable within 30 days from the date of the final prospectus, to purchase up to 1,650,000 additional ADSs.

Morgan Stanley & Co.International plc, Credit Suisse Securities (USA) LLC and BofA Merrill Lynch are acting as joint bookrunners for the offering.

Baozun's registration statement relating to the offering has been filed with, and declared effective by, the United States Securities and Exchange Commission. This press release does not constitute an offer to sell or a solicitation of an offer to buy the securities described herein, nor shall there be any sale of these securities in any state or jurisdiction in which such an offer, solicitation or sale would be unlawful prior to registration or qualification under the securities laws of any such state or jurisdiction.

The offering of the securities is made only by means of a prospectus forming a part of the effective registration statement. A copy of the prospectus relating to the offering may be obtained by contacting Morgan Stanley & Co.International plc, Prospectus Department, 180 Varick Street, 2nd Floor, New York, NY, 10014, United States of America, or by calling 1-866-718-1649, or by email at prospectus@morganstanley.com; or Credit Suisse Securities (USA) LLC, Attention: Prospectus Department, Eleven Madison Avenue, 1B, New York, NY 10010, telephone: 1-800-221-1037 or email: newyork.prospectus@credit-suisse.com; or Merrill Lynch, Pierce, Fenner & Smith Incorporated, 222 Broadway, 11th floor, New York, NY 10038, Attention: Prospectus Department or by calling 1-800-294-1322 or email dg.prospectus_requests@baml.com.

About Baozun Inc.

Baozun is the leading brand e-commerce solutions provider in China that helps brand partners execute their e-commerce strategies. The Company's integrated capabilities encompass all aspects of the e-commerce value chain, covering IT solutions, store operations, digital marketing, customer services, warehousing and fulfillment. With e-commerce in China growing rapidly in both scale and complexity, brands look to Baozun as a trusted partner and rely on its local knowledge and industry expertise to execute their e-commerce strategies.

For more information, please visit http://ir.baozun.com

CONTACT: For investor and media inquiries, please contact:

         Baozun Inc.ir@baozun.com

         Christensen

         In China
         Mr. Christian Arnell
         Phone: +86-10-5900-1548
         E-mail: carnell@christensenir.com

         In US
         Ms. Linda Bergkamp
         Phone: +1-480-614-3004
         Email: lbergkamp@ChristensenIR.com
Baozun Inc.