Baozun Inc. (NASDAQ:BZUN) Q3 2022 Earnings Conference Call November 29, 2022 6:30 AM ET Company Participants Wendy Sun - Senior Director, Corporate Development and Investor Relations Vincent Qiu - Chairman and Chief Executive Officer Arthur Yu - Chief Financial Officer Tracy Li - Vice President, Strategic Business Development Conference Call Participants Alicia Yap - Citi Charlie Chen - China Renaissance Thomas Chong - Jefferies Wang Zhihao - CICC Operator Good morning, ladies and gentlemen and thank you fo ...

Financial Performance - Total net revenues for Q3 2022 were RMB1,741.3 million (US$244.8 million), a decrease of 8.3% year-over-year[2] - Service revenues increased by 3.8% year-over-year to RMB1,244.2 million (US$174.9 million)[2] - Loss from operations improved to RMB26.3 million (US$3.7 million) from RMB156.5 million in the same quarter of 2021, with an operating margin of negative 1.5%[2][15] - Basic and diluted net loss per American Depositary Share (ADS) improved to RMB2.88 (US$0.40) from RMB4.00 in the same period of 2021[3][17] - The Company reported a non-GAAP net loss attributable to ordinary shareholders of RMB13.1 million (US$1.8 million), an improvement from RMB88.1 million in the same quarter of 2021[3][17] - Net loss attributable to ordinary shareholders of Baozun Inc. was RMB 168,858 for Q3 2022, compared to a net loss of RMB 292,506 in Q3 2021[38] - Non-GAAP net income for Q3 2022 was RMB 490, a significant improvement from a non-GAAP net loss of RMB 87,386 in Q3 2021[38] - Basic net loss per share attributable to ordinary shareholders was RMB (0.96) for Q3 2022, compared to RMB (1.33) for Q3 2021[38] Revenue Breakdown - Total Gross Merchandise Volume (GMV) was RMB18,632.1 million, an increase of 15.9% year-over-year[6] - Non-distribution GMV increased by 18.2% year-over-year to RMB18,073.1 million, driven by a 34.9% increase in service fee model GMV[6] - Product sales decreased by 29.0% to RMB 497,098 in Q3 2022 from RMB 699,645 in Q3 2021[33] - Services revenue increased by 3.8% to RMB 1,244,174 in Q3 2022 compared to RMB 1,199,120 in Q3 2021[33] Expenses and Liabilities - Total operating expenses rose to RMB 1,767,528 in Q3 2022, up 8.3% from RMB 2,055,290 in Q3 2021[33] - Share-based compensation expenses decreased to RMB 33,829 in Q3 2022 from RMB 66,421 in Q3 2021[35] - Total liabilities decreased to RMB 3,443,666 (approximately US$484,104) as of September 30, 2022, down from RMB 5,837,631 as of December 31, 2021[30] Assets and Equity - Cash, cash equivalents, restricted cash, and short-term investments totaled RMB2,899.3 million (US$407.6 million) as of September 30, 2022[5][18] - As of September 30, 2022, total current assets were RMB 6,634,877 (approximately US$932,716), a decrease from RMB 9,203,980 as of December 31, 2021[29] - Cash and cash equivalents decreased to RMB 2,292,079 (approximately US$322,215) from RMB 4,606,545 as of December 31, 2021[29] - The Company reported total assets of RMB 9,381,793 (approximately US$1,318,871) as of September 30, 2022, compared to RMB 12,318,980 as of December 31, 2021[30] - The Company’s total equity as of September 30, 2022, was RMB 4,524,209 (approximately US$636,002)[31] Shareholder Information - The Company completed a dual primary listing on November 1, 2022, enhancing flexibility for shareholders[7] - The Company has a total of 161,583,506 Class A ordinary shares issued and outstanding as of September 30, 2022[30] - The Company repurchased approximately 0.7 million ADSs for approximately US$6.1 million during Q3 2022 under its share repurchase program[19] Financial Reporting and Future Outlook - Non-GAAP net income (loss) attributable to ordinary shareholders of Baozun Inc. is used to evaluate financial performance, excluding certain expenses and gains[22] - The Company emphasizes the importance of non-GAAP financial measures for understanding ongoing business operations and future prospects[24] - The Company will host a conference call to discuss earnings on November 29, 2022, at 6:30 a.m. Eastern Time[20]

Baozun Inc. (NASDAQ:BZUN) Q2 2022 Earnings Conference Call August 23, 2022 8:00 AM ET Company Participants Wendy Sun – Senior Director of Corporate Development and Investor Relations Vincent Qiu – Chairman and Chief Executive Officer Arthur Yu – Chief Financial Officer Tracy Li – Vice President-Strategic Business Development Conference Call Participants Alicia Yap – Citi Thomas Chong – Jefferies Joyce Ju – Bank of America Charlie Chen – China Renaissance Leo You – CLSA Operator Good morning, ladies and gent ...

Baozun Inc. (NASDAQ:BZUN) Q1 2022 Earnings Conference Call May 26, 2022 8:00 AM ET Company Participants Wendy Sun - Investor Relations Director of Baozun Vincent Qiu - Chairman and Chief Executive Officer Arthur Yu - Chief Financial Officer Tracy Li - Vice President of Strategic Business Development Conference Call Participants Thomas Chong - Jefferies Vicki Wei - Citi Joyce Ju - Bank of America Sophia Tan - Credit Suisse Charlie Chen - China Renaissance Operator Good morning, ladies and gentlemen, and than ...

Table of Contents UNITED STATES SECURITIES AND EXCHANGE COMMISSION WASHINGTON, D.C. 20549 FORM 20-F ☐ REGISTRATION STATEMENT PURSUANT TO SECTION 12(b) OR (g) OF THE SECURITIES EXCHANGE ACT OF 1934 OR ☒ ANNUAL REPORT PURSUANT TO SECTION 13 OR 15(d) OF THE SECURITIES EXCHANGE ACT OF 1934 For the fiscal year ended December 31, 2021 OR ☐ TRANSITION REPORT PURSUANT TO SECTION 13 OR 15(d) OF THE SECURITIES EXCHANGE ACT OF 1934 OR ☐ SHELL COMPANY REPORT PURSUANT TO SECTION 13 OR 15(d) OF THE SECURITIES EXCHANGE AC ...