Exhibit 99.1 Baozun Announces First Quarter 2023 Unaudited Financial Results SHANGHAI, China, May 25, 2023 - Baozun Inc. (Nasdaq: BZUN and HKEX: 9991) ("Baozun", the "Company" or the "Group"), a leading brand e-commerce solution provider and digital commerce enabler in China, today announced its unaudited financial results for the first quarter ended March 31, 2023. Mr. Vincent Qiu, Chairman and Chief Executive Officer of Baozun, commented, "I am excited about the transformation roadmap we have lined up for ...

Financial Performance - Net revenues for the year ended December 31, 2022, were RMB 8,400,631 thousand, down from RMB 9,396,256 thousand in 2021, indicating a decrease of about 10.6%[34] - The net loss for the year ended December 31, 2022, was RMB 610,374 thousand, compared to a net loss of RMB 205,963 thousand in 2021, reflecting a significant increase in losses[34] - Total assets as of December 31, 2022, amounted to RMB 10,122,470 thousand, a decrease from RMB 12,318,980 thousand in 2021, representing a decline of approximately 17.8%[32] - The company’s total equity as of December 31, 2022, was RMB 5,676,338 thousand, down from RMB 6,481,349 thousand in 2021, reflecting a decrease of approximately 12.4%[32] - The company reported net cash used in operating activities of RMB 96,107 thousand for the year ended December 31, 2022, compared to RMB 2,534,677 thousand in 2021, indicating a significant reduction in cash outflow[39] Revenue Sources and Contributions - Revenues from Shanghai Zunyi contributed 9.8%, 8.6%, and 6.8% of total net revenues in 2020, 2021, and 2022 respectively[14] - Approximately 45.3% of total net revenues in 2022 were derived from the top 10 brand partners, with the top two partners contributing 14.0% and 11.8% respectively[58] - The company's GMV from Tmall accounted for approximately 69.3% of total GMV in 2022, highlighting reliance on this e-commerce channel[64] Operational Challenges - The company anticipates significant increases in operating expenses as it scales operations, which may hinder the ability to return to profitability[61] - The company faces risks related to the e-commerce market growth in China, which could adversely affect demand for its services[52] - The company relies heavily on maintaining relationships with e-commerce channels, as any disruption could significantly impact its operations[62] - The company’s success is closely tied to the performance of its brand partners, and any decline in their sales could adversely affect its results[56] Investments and Acquisitions - The company may pursue strategic acquisitions and partnerships to enhance its technology infrastructure and service offerings, including the acquisition of Gap Greater China in 2022[89] - The company plans to invest in overseas markets to replicate the success of China e-commerce, although these investments may face uncertainties[81] - The company has invested in technology and innovation initiatives, including cloud-based operating platforms and big data analysis tools, to enhance its services[83] Regulatory and Compliance Risks - The PRC government has indicated an intent to exert more oversight over overseas offerings by domestic companies[20] - The PCAOB was unable to inspect or investigate registered public accounting firms in mainland China and Hong Kong, impacting audit report filings[17] - The company is subject to various regulatory requirements from PRC government authorities, which could impact its business operations if not complied with[138] - The company may face material and adverse tax consequences if the PRC tax authorities determine that its contractual arrangements were not entered into on an arm's-length basis[209] Market and Economic Conditions - China's GDP growth rate was 2.3% in 2020, increased to 8.1% in 2021, and slowed to 3.0% in 2022, indicating economic volatility that may impact the company's operations[179] - Economic growth in the PRC has been uneven, and government measures to control growth, such as interest rate increases, may lead to decreased demand for the company's services[212] Inventory and Supply Chain Management - The company faces risks related to inventory management, including potential obsolescence and the need to lower sale prices to reduce inventory levels[109] - The company's inventories were RMB943.0 million (US$136.7 million) as of December 31, 2022, down from RMB1,073.6 million in 2021 and RMB1,026.0 million in 2020, reflecting adjustments to support expanded product sales volumes[108] Labor and Workforce Issues - Labor costs in China have increased significantly, particularly in large cities, which may adversely affect the company's financial condition[151] - The company has experienced an overall tightening of the labor market, leading to potential disruptions in its fulfillment and delivery functions[150] Data Security and Compliance - The company processes a large volume of personal and transaction data, facing risks related to data protection and compliance with applicable laws[154] - Significant resources may be required to protect against information security breaches, which could adversely affect consumer trust and lead to legal claims[155] Legal and Structural Risks - The company relies on contractual arrangements with Shanghai Zunyi for operational control and economic benefits, which may not be as effective as direct ownership[199] - There are substantial uncertainties regarding the interpretation and application of current and future PRC laws that could affect the company's operations[196] - If the PRC government finds the company's legal structure and contractual arrangements in violation of laws, it could materially impact the company's financial condition and results of operations[198]

Financial Performance - Total net revenues for the year were approximately RMB 8,400.6 million (US$ 1,218.0 million), representing a decrease of 10.6% compared to RMB 9,396.3 million in 2021[49]. - Revenue from product sales decreased by 31.7% to RMB 2,644.2 million, while revenue from services increased by 4.2% to RMB 5,756.4 million, indicating a shift towards higher value-added services[49]. - The net loss for the year was approximately RMB 610.4 million (US$ 88.5 million), compared to a net loss of RMB 206.0 million (US$ 32.3 million) in 2021[60]. - The Group's largest customer accounted for 14.0% of total revenue, while the five largest customers accounted for 21.4%[195]. - The Group's largest supplier accounted for 29.7% of total purchases, with the five largest suppliers accounting for 59.0%[195]. Cash Flow and Assets - Baozun achieved a record annual operating cash flow of RMB 383 million in 2022, demonstrating strong business resilience despite challenging market conditions[10]. - The operating cash flow reached a record high, with non-GAAP income from operations totaling RMB 256 million for the fiscal year 2022[40]. - Current assets decreased by 19.6% from RMB 9,204.0 million (US$ 1,444.3 million) in 2021 to RMB 7,397.1 million (US$ 1,072.5 million) in 2022, while the current ratio improved from approximately 1.9 times to 2.0 times[61]. - Cash and cash equivalents decreased from RMB 4,606.5 million (US$ 722.9 million) in 2021 to RMB 2,144.0 million (US$ 310.9 million) in 2022, primarily due to the repurchase of convertible senior notes and share repurchases[66]. - Short-term loans decreased from RMB 2,288.5 million in 2021 to RMB 1,016.1 million (US$ 147.3 million) in 2022, with effective interest rates ranging from 3.1% to 4.1%[67]. Business Strategy and Growth - By the end of 2022, 42% of Baozun's brand partners engaged on an omnichannel basis, with value-added services revenue growing to approximately 50% of total revenue[7]. - The launch of the "Baozun Omni-Channel Digital Operating Platform" (BOCDOP) aims to enhance order fulfillment and provide data intelligence and decision support functionalities for brand partners[9]. - Baozun expanded its business scope into three major lines: Baozun e-Commerce (BEC), Baozun Brand Management (BBM), and Baozun International (BZI), with BBM focusing on long-term growth[10][12]. - The acquisition of Gap Greater China marks a significant milestone for Baozun Brand Management, leveraging technology and data-driven approaches for sustainable growth[12]. - The company aims to focus on growth and profitability through its Baozun Brand Management (BBM) segment, targeting mid-end and premium consumer lifestyle brands over the next three years[43]. Sustainability and Corporate Responsibility - Baozun is committed to sustainability, promoting green low-carbon operations and collaborating with supply chain partners to create a green e-commerce ecosystem[14]. - The company published the "Baozun Carbon Neutrality White Paper," outlining its dual carbon goals and sustainable development practices[40]. - The Company has established a zero-tolerance approach to violations of laws and regulations, implementing anti-corruption policies and whistleblowing channels[155]. Employee Development and Diversity - Baozun's employee development initiatives, including the upgraded "Baozun Campus," have earned recognition as a top employer for seven consecutive years[15]. - As of December 31, 2022, the Company achieved a gender diversity balance in senior management with 84 male (58.3%) and 60 female (41.7%) senior management personnel[144]. - The Company hired 14 employees with disabilities, promoting a barrier-free working environment[145]. - The Board aims to maintain at least the current level of female representation, with a goal of achieving gender parity in the future[140]. Governance and Leadership - The company has a strong board of directors with diverse backgrounds, including expertise in technology, finance, and operations, enhancing strategic decision-making[83][84][85][87][88][89]. - The Audit Committee consists of three independent Directors, with Ms. Bin Yu serving as chairlady, ensuring oversight of financial reporting and internal controls[127]. - The Company has adopted a conflicts of interest policy to manage potential conflicts among Directors[113]. - The Company will continue to review and enhance its corporate governance practices to ensure compliance with the CG Code[102]. Market Risks and Dependencies - The Group's financial condition and results of operations may be adversely affected if the e-commerce market in China does not grow as expected[176]. - The success of the Group is substantially dependent on the success of its brand partners, which poses a risk if any significant decline in their online sales occurs[182]. - The Group's ability to maintain relationships with e-commerce channels is crucial, as these channels have no obligation to continue business with the Group[188].

Baozun Inc. (NASDAQ:BZUN) Q4 2022 Results Conference Call March 22, 2023 8:00 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 Sandrine Zerbib - President of Brand Management Conference Call Participants Alicia Yap - Citi Violet Yi - China Renaissance Andre Chang - J.P. Morgan Sophia Tan - Credit Suisse Operator Good morning, ladies and gentlemen and thank you for standi ...

Exhibit 99.1 Baozun Announces Fourth Quarter and Fiscal Year 2022 Unaudited Financial Results SHANGHAI, China, Mar. 22, 2023 -- Baozun Inc. (Nasdaq: BZUN and HKEX: 9991) ("Baozun", the "Company" or the "Group"), a leading brand e-commerce solution provider and digital commerce enabler in China, today announced its unaudited financial results for the fourth quarter and fiscal year ended December 31, 2022. Fourth Quarter 2022 Financial Highlights l Total net revenues were RMB2,553.2 million (US$ 370.2 million ...

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 ...