Summary

  • Baozun is the famous brand E-commerce business partner, and a leading digital technology and solution company in China.
  • Baozun was listed on NASDAQ in May, 2015.
  • Company had rapid growth in its brand partners to 281 brand partners as of March 31, 2021.
  • Baozun acquires eFashion China to extend its reach in branded fashion sector.

Overview

Baozun is the leading brand E-commerce solutions provider in China, its integrated capabilities encompass all aspects of the E-commerce value chain covering IT solutions, store operations, digital marketing, customer services, warehousing and fulfillment. The company help brand execute their E-commerce strategies in China by selling their goods directly to customers online or by providing services to assist with their E-commerce operations. The company's business ranges from China’s well-known online shopping platforms – Tmall and JD.com, as well as social mobile shopping malls, to brands’ official stores and off-line smart stores. Rooted in the evolving digital business, driven by technology, the company dig into each area of supply chains, make customized solutions for brands, and build a communication bridge with customers. 1

Technology is the essence of future retail, and is, its DNA. By integrating cloud computing, big data, and AI technology, the company continuously invest to build a leading e-commerce technology platform.

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Baozun was founded at Shanghai, China in year 2007. Over the past ten years, Baozun has branches spread all over Hangzhou, Beijing, Hongkong and Taiwan, with overseas offices located in Japan, Korea and the USA.

Baozun was listed on NASDAQ in May, 2015 and completes the secondary listing on HKEX in September, 2021. Baozun’s competitive advantages have enabled the Company to achieve rapid growth in the number of its brand partners to 281 brand partners as of March 31, 2021, including 15 out of the top 50 most valuable global brands according to BrandZ Top 100 Most Valuable Global Brands.

Baozun has delivered huge success with brands to localize their digital strategy in China market. With a leading global vision and the localized.

Business Overview

Baozun is the leader and a pioneer in the brand e-commerce service industry in China, with a 7.9% market share as measured by GMV in 2019, according to iResearch. China’s brand e-commerce service industry represents the third-party service industry in which e-commerce service providers provide e-commerce services to brands, including IT solutions, online store operation, marketing, customer services, and warehousing and fulfillment. The company empower a broad and diverse range of brands to grow and succeed by leveraging its end-to-end e-commerce service capabilities, omni-channel coverage and technology-driven solutions. The company help brands execute their e-commerce strategies in China.2

The company's competitive advantages have enabled it to achieve rapid growth in the number of its brand partners to 266 brand partners as of December 31, 2020. The company serve global leaders in their respective verticals such as Philips, Nike and Microsoft. The company's ability to help brand partners navigate through the challenges imposed by COVID-19 leveraging its efficient e-commerce operational capabilities and effective omni-channel solutions demonstrates the value of its services. With its excellent performance, the company managed to acquire a net of 35 new brand partners in 2020 and grow its brand partner portfolio to a total of 266 as of December 31, 2020.

The company's GMV was RMB29,426.0 million, RMB44,410.3 million and RMB55,687.4 million (US$8,534.5 million) in 2018, 2019 and 2020, respectively. In 2018, 2019 and 2020, its total net revenues were RMB5,393.0 million, RMB7,278.2 million and RMB8,851.6 million (US$1,356.6 million), respectively. For the same periods, net revenues from product sales accounted for 46.7%, 47.0% and 44.1%, respectively, of its total net revenues. The company recorded net income of RMB269.8 million, RMB281.9 million and RMB426.5 million (US$65.4 million) in 2018, 2019 and 2020, respectively. The company had non-GAAP net income of RMB346.8 million, RMB358.2 million and RMB536.1 million (US$82.2 million) in 2018, 2019 and 2020, respectively.

Business Models and Solutions

Through its integrated brand e-commerce capabilities, the company provide end-to-end brand e-commerce solutions that are tailored to meet its brand partners’ unique needs. The company's e-commerce capabilities encompass every aspect of the e-commerce value chain, including:

  • IT solutions;
  • online store operation;
  • digital marketing;
  • customer service; and/or
  • warehousing and fulfillment.

Depending on each brand partner’s specific needs and characteristics of its industry category, its brand partners utilize one or a combination of its solutions under one of or a combination of its business models:

  • distribution model;
  • consignment model; and
  • service fee model.

The company derive revenues under its business models as follows:

  • Product sales revenues. The company derive product sales revenues when the company sell products to consumers under the distribution model.
  • Services revenues. The company derive services revenues under the service fee model and consignment model.

In 2018, 2019 and 2020, net revenues from product sales accounted for 46.7%, 47.0% and 44.1%, respectively, of its net revenues, and net revenues from service accounted for 53.3%, 53.0% and 55.9%, respectively, of its net revenues. Over time, the company work with its brand partners under different combinations of business models to meet their evolving needs and sales objectives. Accordingly, its revenue mix may vary over time. 

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Business Models

The company believe its brand partners value it for its integrated e-commerce capabilities, dependable services, deep category expertise, market insight and ability to innovate and adapt to the fast-changing e-commerce market. Depending on each brand partner’s specific needs and characteristics of its product category, the company provide solutions to its brand partners under one or a combination of its three business models: distribution model, consignment model and service fee model.

Distribution Model

Under the distribution model, the company select and purchase goods from its brand partners and/or their authorized distributors and sell goods directly to consumers through official brand stores or official marketplace stores operated by it. In order to generate product sales, the company utilize every aspect of its e-commerce capabilities. Specifically, the company utilize its IT and store operation capabilities to set up and operate online stores, including brand stores and marketplace stores. The company utilize its warehousing and fulfillment capabilities to store and deliver goods to its consumers. The company utilize its customer service capability to facilitate sales and ensure its consumers are satisfied. In order to increase its product sales, the company utilize its digital marketing capabilities to boost site traffic and transaction volume. When the company operate stores under the distribution model, the sites will typically indicate that Baozun is the seller of the products and, when the company deliver goods to its consumers, the invoices and tax receipts will typically bear its name instead of those of its brand partners.

Service Fee Model

Under the service fee model, the company provide one or more of the following services in exchange for service fees:

  • IT solutions;
  • online store operation;
  • digital marketing; and/or
  • customer service.

Consignment Model

Under the consignment model, in addition to the above services the company may offer under the service fee model, the company also provide warehousing and fulfillment services, whereby its brand partners stock goods in its warehouses for future sales and Baozun is responsible for delivering goods to customers. In contrast with the distribution model, however, the company do not take title to the products, do not have any latitude in establishing prices and selecting merchandise, have no discretion in selecting suppliers and generally are not involved in determining product specifications. The company may also facilitate its brand partners’ online sales of goods as an agent and charge its brand partners commission fees based on a pre-determined formula.

Brand E-commerce and Maikefeng

End-to-end Brand E-commerce Capabilities for Brand Partners

The company's integrated brand e-commerce capabilities enable it to provide end-to-end solutions that encompass every aspect of the e-commerce value chain, including IT infrastructure setup and integration, online store design and setup, store operations, visual merchandizing and marketing campaigns, customer services, warehousing and order fulfillment. The company utilize its capabilities and tailor its solutions to fulfill the specific needs of each brand partner. For each brand partner, the company first hold consultations to determine its e-commerce needs and development plans. Each brand partner may then elect to use its full e-commerce capabilities or select specific elements of its capabilities that best fit their needs. Depending on these specific arrangements with brand partners, the company generate revenues under different business models.

The flowchart below illustrates its capabilities and the solutions the company offer for each aspect of its brand e-commerce operations:

https://www.sec.gov/Archives/edgar/data/1625414/000114420417020069/pg39img1_20f.jpg

IT Solutions

With its expertise in technology infrastructure and system, web design and its intimate understanding of Chinese consumers’ online shopping habits, the company help its brand partners set up effective e-commerce sites that both enhance their brands and cater specifically to local consumers. The company provide proprietary e-commerce technology which can be customized to and integrated with its brand partners’ existing operation back-end systems in a convenient and cost-effective manner.

Where necessary, the company also help its brand partners set up or improve the suitability of their own IT infrastructure for e-commerce operations. The company's proprietary e-commerce IT platform supports a wide range of localized features, including payment and live chat, as well as mobile and new consumer touch points. The company's IT services enable its brand partners to quickly adapt to the local e-commerce market and effectively service online shoppers in China without the costs associated with establishing and maintaining local infrastructure and capabilities on their own. For more information about its technology infrastructure and capabilities, please see “—Technology Infrastructure and Capabilities.”

In addition to establishing the infrastructure for system integration, its web designers help its brand partners design online stores that enhance their brand image and online presence. The company's web developers also incorporate features and functions familiar to Chinese consumers to facilitate conversion of site visitors into paying consumers.

The company also offer brand partners with the official brand WeChat store platform service, which enables brand partner to quickly expand their presence on WeChat without the heavy costs associated with creating a new online store. The company's new official brand WeChat store platform includes a number of customizable options to make it easier for customers to interact directly with the brands and accommodate promotional campaigns.

Store Operations

The company believe efficient store operations are crucial to its brand partners’ e-commerce business. The company staff dedicated operations teams for stores operated by it. The company's operations teams closely monitor and are responsible for all activities and the daily upkeep of online stores. The functions of the operations teams broadly fall into two categories: merchandising and site content management.

Merchandising: Each operations team has merchandising staff in charge of maintaining an appropriate level of inventory for online stores by procuring products to be sold on its brand partners’ online stores and forecasting quantities to purchase based on expected demand.

The company's operations teams also assist its brand partners in processing sales orders in online stores. The company manage sales orders through its proprietary order management system that integrates with its other technology platforms to ensure smooth online transactions.

The company's merchandising staff monitors store sales through periodic sales reports.

Site Content Management: In addition to providing design services during the initial store setup, the company also periodically update the content on stores operated by it in order to maintain the appeal of the stores. Baozun has a design services team that helps ensure that brands’ online stores are artfully presented, and refreshed in keeping up-to-date with its brand partners’ latest advertising campaigns. The company's design services team regularly works with its brand partners in producing the most updated digital content, including product photography, site banners and other promotional content. For more information about its design services team, see “—Digital Marketing—Creative Contents.”

Digital Marketing

The company believe performance digital marketing is key in boosting visitor traffic to stores operated by it and increasing conversion and overall transaction volume.

The company's digital marketing capabilities cover both official marketplace stores and official brand stores. In particular, Baozun has developed an expertise in digital marketing on Tmall. The company's digital marketing capabilities include information media services; (ii) word-of-mouth marketing; (iii) creative content; and (iv) consumer data.

  • Media Services: The company plan advertising media for its brand partners. In planning its brand partners’ online advertising media, the company first determine with its brand partners their most likely and desired customers. Based on that determination, the company then identify with its brand partners which media platforms its brand partners’ intended audience is most likely to visit, and the company design advertising campaigns crafted to have the most impact on the targeted audience. The company's media planning capabilities enable its brand partners to strategically target the reach of their online advertising campaigns and minimize wastage and hence increase their return on investment, or ROI.
  • The company engage in search engine optimization and marketing for its brand partners. In particular, the company aim for stores operated by it to rank earlier or higher on the search results pages of a search engine so that they will receive more visitors from search engine’s users. Based on its understanding of the methodologies and mechanisms adopted by search engines, the company customize the content of the stores operated by it to achieve high rankings. Where appropriate, the company also help its brand partners negotiate arrangements with search engines to favorably list the stores operated by it on search results pages.
  • Word-of-Mouth Marketing: Based on its experience, Chinese e-commerce consumers are heavily influenced by word-of-mouth, or WOM, which is information from non-commercial communicators about products, services or brands. The company believe Baozun is able to provide tremendous value to its brand partners by helping them formulate WOM strategies and campaigns that encourage consumers’ engagement with their brands and drive consumers’ desire to purchase their products.
  • One of the most important WOM channels is social media platforms. The company identify the preferred social media platforms of its brand partners’ target consumers, which are generally WeChat and Weibo. The company then open and operate accounts on these platforms for its brand partners. The company create and publish contents on its brand partners’ accounts, and the company engage in dialogues with consumers who post on its brand partners’ accounts. The company track visitors’ activities and analyze the impact of its WOM outreach.
  • In addition, the company monitor and respond to online comments about its brand partners on internet forums and product review websites. The company help identify key opinion leaders on these platforms and work with them in responding to comments about its brand partners. The company believe that providing meaningful feedback addressing potential customers’ concerns greatly facilitate their purchase decisions.
  • Creative Contents: The company provide its brand partners with the infrastructure and expertise for producing digital content to be used on their online stores. The company operate an in-house, professional photography studio in Shanghai to create digital product images for product features, promotions and advertising campaigns. The company's production services range from pre-production work such as casting, art direction and styling to post-production editing and retouching.
  • The company also employ a team of copywriting staff who produces product descriptions and related content, such as buyers’ guides, sizing charts, product tours and comparison shopping tools.
  • Consumer Data: The company use data the company collect from its data warehouse and reporting system to understand consumers’ online shopping habits and apply these insights to create impactful marketing campaign for its brand partners. For more information about its data warehouse and reporting system, please see “—Technology Infrastructure and Capabilities—Data Warehouse and Reporting System.”

Customer Service

Providing satisfactory pre-sale and post-sale customer services is one of its top priorities. The company believe in the importance of real-time customer assistance. Customers can contact it through real-time online chat, phone calls or emails. Pre-sale questions relating to product details comprise most of the questions the company receive from customers, and the company believe that a great pre-sale customer service experience could encourage customers’ purchases. Customers can access its online representatives and service hotlines 9 a.m. to 10 p.m. daily (except three days per year during the Chinese New Year holiday).

The company assign its brand partners dedicated brand customer service teams who have undergone full basic customer service training, initial and periodic examinations and targeted coaching sessions.

Warehousing and Fulfillment

Baozun has established along the e-commerce value chain a robust logistics network and warehousing capacity to help ensure a smooth and positive shopping experience for consumers of online stores. The company adopt a flexible logistics model supported by its robust and advanced warehouse management system. The company partner with leading nationwide and quality logistics services providers to ensure reliable and timely delivery to over 500 cities across China through their network. The following flowchart illustrates its warehousing and fulfillment process:

https://www.sec.gov/Archives/edgar/data/1625414/000114420417020069/pg41img1_20f.jpg

As of December 31, 2020, the company directly operated 18 warehouses with an aggregate gross floor area of approximately 640,000 square meters in nine cities, including Suzhou, Shenzhen, Tianjin, Guangzhou, Langfang, Chengdu, Wuxi, Jiaxing and Hong Kong, serving end consumers from mainland China, Hong Kong, Macau and Taiwan. The company's directly-operated warehouses fulfilled approximately 41.7 million, 50.4 million and 68.3 million outbound orders to consumers in 2018, 2019 and 2020, respectively. The company's warehouses cater to different product categories. In addition, the company also collaborate with four third-party warehousing service providers and store goods in warehouses operated by them as of December 31, 2020, to better utilize warehouse resources and better serve brand partners’ needs.

Maikefeng

To extend its product and service offerings to cover the entire product cycle, the company began operation of Maikefeng, its retail online platform, in March 2014, which has grown significantly since then. The company offer authentic, quality products at steeply discounted prices to consumers on its Maikefeng mobile application.

The company's strong merchandizing expertise enables it to select the brand composition and product mix of its sales on Maikefeng that appeal to its consumers. The company carefully select prospective brands for its Maikefeng platform, and target to work with those that are well-known and offer high quality or premium products that are popular among consumers in China, and those are willing to provide competitive prices and favorable payment credit and product return terms. The company believe that its Maikefeng platform helps its brand partners sell out-of-season inventory, generate more sales and acquire additional traffic, which will help it attract new brands and build stronger ties with its existing brand partners. In addition, its warehousing services help attract brands to its Maikefeng platform as they allow existing users of these services to adopt its Maikefeng platform and solve excess inventory issues without the need to physically move inventory.

Major product categories on Maikefeng include sports, clothing and footwear, beauty and cosmetics. Baozun has adopted stringent quality assurance and control procedures for products sold on the Maikefeng platform and delivered through its logistics network. The company source its products on Maikefeng directly from brands or through procurement agents. The company carefully inspect all products delivered to its warehouses, rejecting or returning products that do not meet its quality standards or the purchase order specifications. The company also inspect all products before shipment from its logistics centers to the consumers. The company believe that its strict brand selection process and quality control procedures enable it to ensure the high quality level of products sold on its Maikefeng mobile application and increase customer satisfaction. The company price products on Maikefeng at significant discounts, typically 70% off the original retail price. The company's attractive pricing is made possible by lower purchase price, in particular for off-season or slower-moving inventory or slightly damaged goods, and the absence of physical retail space and related overhead costs.

The company opened up its Maikefeng platform to third-party sellers to diversify its product offerings and improve operational efficiency in May 2015. Third-party sellers sell products to the consumers through its mobile applications and these sellers may also use its other value-added services, and the company charge such third-party sellers service fees for its other value-added services the company provide upon their request. Upon successful sales at Maikefeng, the company charge commissions from such third-party sellers at a fixed fee rate based on the sales volume. The company monitor third-party sellers’ performance and activities on its Maikefeng platform closely to ensure that they meet its requirements for authentic products and high-quality customer service. In this business model, since Maikefeng is operated as an intermediary platform that facilitates transactions between merchants and consumers, the company generally are not the primary obligor, do not bear the inventory risk, do not have the ability to establish the price or control the related shipping services utilized by third-party sellers.

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Brand Partners & Brand Partner Development and Services

Brand Partners

As of December 31, 2020, the company provided e-commerce solutions to 266 brand partners primarily under service contracts with a term typically ranging from 12 months to 36 months. The company's brand partners cover diverse product categories, including: apparel and accessories; appliances; electronics; home and furnishings; food and health products; beauty and cosmetics; fast moving consumer goods and mother and baby products; and automobiles. Some of its existing brand partners have had years of cooperation with it and the company generated a significant portion of its net revenue through information the sale of products in the stores of these brands the company operate under the distribution model and (ii) provision of its services to these brand partners primarily under the consignment model and service fee model. The company's brand partners and/or their authorized distributors are deemed as its suppliers under the distribution model and its customers under the service fee model and consignment model.

Brand Partner Development and Services

Brand Partner Screening and Acquisition

Baozun has implemented a strict and methodical brand selection process. Based on its screening guidelines, the company carefully select prospective brand partners, choosing to work only with those that are established in profitable industries and with long-term potential. In addition, the company screen potential brand partners based on criteria such as projected annual GMV and service fees, projected profitability and proposed duration of cooperation. The company also conduct due diligence reviews on its prospective brand partners’ qualifications, including whether they hold the proper business operation licenses and safety, sanitary and quality certifications, and trademark registration certificates and license agreements in relation to the branded products.

The company intend to grow its business by adding new brand partners into its brand partner portfolio. The company seek to attract new brand partners by providing solutions that enable them to grow their e-commerce business more rapidly and cost-effectively than they could on their own. Baozun has been able to use the capabilities Baozun has developed for its existing brand partners to attract new brand partners.

Brand Partner Services Team

The company typically assign each brand partner a dedicated brand partner service team to offer individually tailored services and solutions. All stores across a brand partner’s different channels share the same service team to ensure seamless services to its brand partners.

The company aim to continue to work closely with the brand on reaching its future goals in China by improving its e-commerce services and expanding its e-commerce presence to other markets.

Channels

The company currently work with major marketplaces such as Tmall and JD.com and major social media platform such as WeChat and Weibo, in China. The company also operate official brand stores. The company also provide services to its brand partners through O2O strategies. The company leverage all of these platforms to deliver omni-channel solutions that combine the strengths of diverse platforms to achieve optimal branding effect and sales results responsive to brands’ individual e-commerce objectives.

Official Marketplace Stores

The company maintain close working relationships with the major marketplaces in China, such as Tmall and JD.com. The company's brand e-commerce solutions benefit third-party marketplaces by helping them attract new brand retailers. As such, marketplaces are often motivated to work closely with it to facilitate its ability to connect its brand partners to their systems.

The company enter into annual platform service agreements with online marketplaces to set up and maintain online stores on these channels. Pursuant to these agreements, the company typically pay online marketplaces based on a pre-determined percentage of GMV for transactions settled that varies by product category, and typically ranges from 0.5% to 5.0%. The company also pay an annual upfront service fees to marketplaces, up to 100% of which may be refunded depending on its sales volume. The company also pay security deposit for potential disputes under these agreements.

Official Brand Stores

The company also offer to work with its brand partners in setting up and operating their official brand stores. Based on its experience, consumers expect a total brand immersion on an official brand store that is different from the presentation of the brand’s stores in online marketplaces, which blend the brand’s image with the particular marketplace’s interface. The company utilize its in-house design team in crafting online and mobile sites for official brand stores and mobile sites that deliver impactful online presence for its brand partners. As of December 31, 2014, 2015 and 2016, the company operated 16, 19 and 26 official brand stores, respectively. As of December 31, 2016, the company operated mobile sites for 21 of its brand partners.

Social Media Platforms

The company work with its brand partners to enhance awareness of their brands on social media platforms and within the broader online community. The company helped its brand partners set up accounts and design their homepage on social media platforms, such as WeChat and Weibo, and regularly update their accounts with stories relating to their products, activities and brands. The company also monitor comments on its brand partners accounts and work with its brand partners in responding to these comments. In addition, the company help brand partners directly integrates WeChat public account with their back-end systems across all marketplace platforms to enable flash sale or routine sale of branded products on social media platforms.

O2O Solutions

The company also help its brand partners devise and execute O2O strategies by integrating and utilizing their online/offline retail space and customer data to optimize sales opportunities and encourage a more connected consumer experience. The company's omni-channel capabilities help its brand partners achieve optimal branding effect and sales results that are responsive to its brand partners’ individual e-commerce objectives. Examples of its O2O capabilities include:

  • allowing consumers to place purchase orders and make payments online, pick up or return and exchange goods offline;
  • aligning consumers’ online and offline loyalty programs;
  • syncing online and offline QR codes; and
  • providing brand partners with an effective channel to interact with offline consumers and providing offline consumers with a convenient and reliable channel to online shopping via interactive screens equipped in offline retail stores.

Payment Service Providers

Third-party marketplaces, its brand partners’ official brand stores and its Maikefeng platform provide customers with the flexibility to choose from a number of payment options. These payment options include online payments with credit cards and debit cards issued by major banks in China, and payment through third-party online payment platforms, such as Alipay and Tenpay.

In addition, official brand stores typically offer the “payment on delivery” payment option. The company's logistics partners deliver products to customers’ designated addresses and collect payment on site. In addition to accepting cash, delivery personnel carry mobile POS machines for processing debit cards and credit cards.

Logistics Partners

The company deliver orders placed on stores operated by it to all areas in China through reputable third-party couriers with nationwide coverage, such as SF Express, STO Express, YTO Express and EMS as well as other quality logistics services providers. Baozun is a partner of Cainiao, a leading logistics data platform operator affiliated with Alibaba Group, which enabled it to provide best-in-class services to a wider variety of merchants through Cainiao’s logistics data platform.

The company leverage its large-scale operations and reputation to obtain favorable contractual terms from third-party couriers. The company typically negotiate and enter into annual logistics agreements with its logistics partners, under which the company agree to pay delivery fees based on the amount and the weight of the goods to be delivered, as well as the destination of the delivery.

Technology Infrastructure and Capabilities

Baozun has made significant investments and will continue to invest in developing its proprietary technology platform to deliver solutions that aim to address e-commerce needs for its brand partners. The company's technology systems cover the whole e-commerce value chain, ranging from online store platforms to warehouse management and to data collection and reporting.

The principal components of its proprietary technology infrastructure cover both official brand store systems and back-end operations systems, including:

  • Order Management System: The company process sales orders on online stores through its order management systems, or OMS. OMS controls the whole order cycle, including order data fetching and transfer and fulfillment. OMS connects with both internal and external warehousing systems and is capable of tracking order statuses. OMS also manages all post-sales services such as order canceling, product returns and refunds. OMS is the central node of its e-commerce platform and currently supports all channels including marketplaces and official brand stores.
  • Warehouse Management System: The company's warehouse management system, or WMS, assists it and its brand partners in inventory management, cross-docking, pick-and-pack, packaging, labeling and sorting functions to efficiently manage warehouse workflow.
  • Baozun platform “NEBULA 5.0”: The company set up and operate its brand partners’ official brand stores through its “NEBULA 5.0” platform. With this platform the company can quickly set up and customize official brand stores to provide rich features that enhance consumers’ online shopping experience. These features encompass all major aspects of online shopping, such as in-site search, checkout and rating, and provide flexibility for data, content and promotion/campaign management. NEBULA 5.0 supports multiple languages and is easily customized and deployed. The company's ‘‘NEBULA+’’ platform enables it to efficiently set up and operate its brand partners’ official brand stores and WeChat stores and achieve centralized store management.
  • Mobile Store System: The company's mobile store system is an online web store system for mobile devices based on HTML5 technology. It shares the same back-end system with NEBULA 5.0. The company's mobile store system is capable of identifying the type of device from which visitors are accessing the store and can make adjustments for optimized display accordingly.
  • Data Warehouse and Reporting System: The company's data warehouse collects and organizes all kinds of data, such as product information, transaction information, consumers’ geographic location and purchase history. From data the company collect, its data reporting system generates reports that are useful for both its brand partners and it, such as daily sales reports and inventory reports.
  • Logistics Management System: The company's logistics management system coordinates the flow of goods between its warehouses and the final address for each package in each order. The company's logistics management system is deeply integrated with the system of third-party couriers to provide multiple levels of services, such as same-day delivery and real-time tracking.
  • Data Exchange Platform: The company's data exchange platform manages all data integration requirements from external parties. It supports flexible synchronization of information with any system. It also acts as a buffer to help avoid overloading of its core systems, such as OMS & WMS.
  • ShopDog O2O Merchant Tool: The company's ShopDog O2O merchant tool allows brand partners to tightly integrate their inventories across offline and online channels, and to sell inventory in offline stores through online stores.

Intellectual Property

The company use its brand partners’ names, URLs, logos and other marks in connection with the operation and promotion of their e-commerce businesses. The company's agreements with its brand partners generally provide it with licenses to use their intellectual property in connection with the operation of their e-commerce businesses. These licenses are typically coterminous with the respective agreements.

The company also rely on technologies that the company license from third parties. These licenses may not continue to be available to it on commercially reasonable terms in the future. As a result, the company may be required to obtain substitute technology.

The company regard its trademarks, software copyrights, service marks, domain names, trade secrets, proprietary technologies and similar intellectual property as critical to its success. To protect its proprietary rights in services and technology, the company rely on trademark, copyright and trade secret protection laws in the PRC. As of March 31, 2021, we owned 171 registered trademarks, copyrights to 130 software programs developed by us relating to various aspects of our operations, and 83 registered domain names.

In addition, the company rely on contractual restrictions, such as confidentiality and non-disclosure agreements with its brand partners and employees.

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Financial Highlights

Baozun First Quarter 2021 Unaudited Financial Results

May 18, 2021;  Baozun Inc. announced its unaudited financial results for the first quarter ended March 31, 2021.3

First Quarter 2021 Financial Highlights

  • Total net revenues were RMB2,020.5 million (US$1308.4 million), an increase of 32.6% year-over-year.
  • Income from operations was RMB52.9 million (US$8.1 million), an increase of 313.4% year-over-year. Operating margin was 2.6%, compared with 0.8% in the same quarter of last year.
  • Non-GAAP income from operations2 was RMB75.8 million (US$11.6 million), an increase of 105.9% year-over-year. Non-GAAP operating margin was 3.7%, compared with 2.4% in the same quarter of last year.
  • Net income attributable to ordinary shareholders of Baozun Inc. was RMB1.3 million (US$0.2 million), compared with RMB2.2 million in the same quarter of last year.
  • Non-GAAP net income attributable to ordinary shareholders of Baozun Inc.3 was RMB61.2 million (US$9.3 million), an increase of 135.5% year-over-year. Non-GAAP net margin was 3.0%, compared with 1.7% in the same quarter of last year.
  • Basic and diluted net income attributable to ordinary shareholders of Baozun Inc. per American Depository Share (“ADS4”) were RMB0.02 (US$0.00) and RMB0.02 (US$0.00), respectively, compared with RMB0.04 and RMB0.04, respectively, for the same quarter of last year.
  • Basic and diluted non-GAAP net income attributable to ordinary shareholders of Baozun Inc. per ADS5 were RMB0.83 (US$0.13) and RMB0.82 (US$0.13), respectively, compared with RMB0.44 and RMB0.44, respectively, for the same period of 2020.

First Quarter 2021 Operational Highlights

  • Total Gross Merchandise Volume (“GMV”)6 was RMB13,241.0 million, an increase of 43.8% year-over-year.
  • Distribution GMV7 was RMB1,074.2 million, an increase of 37.2% year-over-year.
  • Non-distribution GMV8 was RMB12,166.8 million, an increase of 44.4% year-over-year.
  • Number of brand partners increased to 281 as of March 31, 2021, from 239 as of March 31, 2020.
  • Number of GMV brand partners increased to 272 as of March 31, 2021, from 228 as of March 31, 2020.

Mr. Vincent Qiu, Chairman and Chief Executive Officer of Baozun, commented, “Baozun is pleased to announce a solid quarter of high-quality growth as the company kick off its medium-term strategic plan. In this new era of e-commerce, where store operations and store management increasingly rely on digital operating platforms and ecosystems, its belief that ‘technology empowers future success’ and its comprehensive infrastructure have consistently enabled it to extend its competitive advantage. Baozun is thrilled that Baozun has made faster-than-expected progress, especially in executing its omni-channel strategy and deepening its penetration into the luxury sector.”

“During the quarter, the company refined its strategic priorities around sustainability and established a sustainability committee that reports directly to its board of directors. As the leader and a pioneer in the brand e-commerce service industry in China, the company recognize and embrace its unique and pioneering role, and the company will continue to work on building a sustainable and innovative ecosystem while striving to set new benchmarks for its industry. Meanwhile, the company deepened its investments in talent and look forward to enabling its people to exceed their potential. The company believe Baozun is well on its way to achieving sustainable and profitable long-term growth as a result of the accelerated progress Baozun has made so far this year,” Mr. Qiu concluded.

Mr. Arthur Yu, Chief Financial Officer of Baozun, commented, “With the acceleration of its omni-channel strategy, together with strong business diversification and efficiency improvements, the company demonstrated the great resilience of its business model. The company delivered a 33% year-over-year rise in total net revenues to RMB2 billion and a more than doubling in non-GAAP income from operations to RMB76 million. More importantly, the company achieved outstanding improvement in operating efficiency, driven by greater fulfillment efficiency, highly effective digital marketing services and the implementation of the latest proprietary technology resulting from its continuous focus on innovation. Meanwhile, during the quarter, the company entered into a few strategic alliances to reinforce and sharpen its value proposition and expand its addressable market. Going forward, the company will continue to innovate to drive organic growth, and selectively explore strategic acquisitions when opportunities arise.”

First Quarter 2021 Financial Results

Total net revenues were RMB2,020.5 million (US$308.4 million), an increase of 32.6% from RMB1,523.6 million in the same quarter of last year.

Product sales revenue was RMB971.8 million (US$148.3 million), an increase of 38.6% from RMB701.1 million in the same quarter of last year. The increase was primarily attributable to the acquisition of new brand partners and the increased popularity of the Company’s brand partners’ products, and was partially offset by slower growth in personal-care products in the appliances category.

Services revenue was RMB1,048.7 million (US$160.1 million), an increase of 27.5% from RMB822.5 million in the same quarter of last year. The increase was primarily attributable to the rapid growth of the Company’s consignment model and service fee model.

Total operating expenses were RMB1,967.6 million (US$300.3 million), compared with RMB1,510.8 million in the same quarter of last year.

  • Cost of products was RMB822.3 million (US$125.5 million), compared with RMB590.1 million in the same quarter of last year. The increase was primarily due to higher costs associated with the increase in product sales revenue.
  • Fulfillment expenses were RMB508.0 million (US$77.5 million), compared with RMB413.0 million in the same quarter of last year. The increase was primarily due to an increase in GMV contribution from the Company’s distribution and consignment model, an increase in warehouse rental expenses associated with expanded warehouse capacity to address additional growth opportunities, and an increase in customer service expenses as the Company establishes its remote service centers, all of which were partially offset by efficiency improvements.
  • Sales and marketing expenses were RMB470.6 million (US$71.8 million), compared with RMB366.2 million in the same quarter of last year. The increase was in line with GMV growth and the increase in digital marketing services revenue, both of which were partially offset by efficiency improvements.
  • Technology and content expenses were RMB93.0 million (US$14.2 million) compared with RMB95.9 million in the same quarter of last year. The decline was mainly attributable to the Company’s cost control initiatives, efficiency improvements and better prioritization of the Company’s system development pipeline.
  • General and administrative expenses were RMB79.6 million (US$12.2 million), an increase of 59.5% compared with RMB49.9 million in the same quarter of last year. The increase was primarily due to a rise in staff costs for the Company’s investment in talent recruitment, especially for its growing omni-channel services, and the modification of compensation packages to retain and attract the best talents in the industry, an increase in professional fees related to the Company’s recent M&A activities, and an increase in rental expenses for the Company’s new headquarters, all of which were partially offset by cost control initiatives.

Income from operations was RMB52.9 million (US$8.1 million), an increase of 313.4% compared with RMB12.8 million in the same quarter of last year. Operating margin was 2.6%, compared with 0.8% in the same quarter of last year.

Non-GAAP income from operations was RMB75.8 million (US$11.6 million), an increase of 105.9% compared with RMB36.8 million in the same quarter of last year. Non-GAAP operating margin was 3.7%, compared with 2.4% in the same quarter of last year.

Net income attributable to ordinary shareholders of Baozun Inc. was RMB1.3 million (US$0.2 million), compared with RMB2.2 million in the same quarter of last year. The Company recorded an unrealized investment loss of RMB37.4 million related to the stock price fluctuation of iClick Interactive Asia Group Limited, on the Company’s minority investment during the first quarter of 2021. Basic and diluted net income attributable to ordinary shareholders of Baozun Inc. per ADS were RMB0.02 (US$0.00) and RMB0.02 (US$0.00), respectively, compared with RMB0.04 and RMB0.04, respectively, in the same quarter of last year.

Non-GAAP net income attributable to ordinary shareholders of Baozun Inc. was RMB61.2 million (US$9.3 million), an increase of 135.5% compared with RMB26.0 million in the same quarter of last year. Basic and diluted non-GAAP net income attributable to ordinary shareholders of Baozun Inc. per ADS were RMB0.83 (US$0.13) and RMB0.82 (US$0.13), respectively, compared with RMB0.44 and RMB0.44, respectively, in the same quarter of last year.

As of March 31, 2021, the Company had RMB4,461.3 million (US$680.9 million) in cash, cash equivalents and short-term investments, compared with RMB5,028.5 million as of December 31, 2020.

Recent developments

Baozun Acquires eFashion China to Extend its Reach in Branded Fashion Sector 4

June 28, 2021; Baozun Inc.  the leading brand e-commerce service partner that helps brands execute their e-commerce strategies in China, announced today that it has signed a definitive agreement to acquire 100% equity interest in Shanghai Yi Shang Network Information Co Ltd (“eFashion China”), a leading provider of e-commerce solutions for fashion brands in China, in an all-cash transaction. The acquisition is subject to the satisfaction of customary closing conditions and is expected to be completed in the third quarter of 2021.

Founded in 2008 and headquartered in Shanghai, eFashion China is an e-commerce solution provider that is focused on bringing international fashion brands to China. It provides brands with one-stop e-commerce solutions, including brand consulting, store operation, digital marketing, IT solutions and customer service. It has established itself as one of the key players in China’s branded apparel e-commerce space. It currently serves many well-known international brands, including international premium fashion, sportswear, and luxury brands.

This acquisition is an additional step in the execution of Baozun’s three-to-five-year medium-term strategic plan to drive future growth. It positions Baozun strongly to further penetrate the apparel category and reinforce its leadership. After the acquisition, eFashion China will serve as a sub-brand of Baozun and the companies will combine their comprehensive advantages to capture the growth potential of promising brands.

Mr. Vincent Qiu, Chairman and Chief Executive Officer of Baozun commented, “Baozun is pleased to welcome eFashion China’s team into the Baozun family. Baozun is excited about this acquisition as both Baozun and eFashion China share an ambition and commitment to bring global fashion brands to the fast-growing China e-commerce market. eFashion China brings a strong understanding of apparel brands, efficient cost structure, and impressive track record of high service quality. The company believe its combined strengths will deliver unique added value to its brand partners of various stages of growth and sizes.”

Mr. Johnson Zhang, Co-Founder and Chief Executive Officer of eFashion China, added, “The company made a strategic decision to join Baozun to tap into its broad network and substantial resources to best serve its clients by providing them with a broader range of service options. Baozun is known for its leading technology, integrated ecosystem, omni-channel capabilities, and innovative solutions. Baozun’s deep expertise in these fields will significantly empower its service capabilities. The company believe this combination of highly complementary capabilities will make Baozun-eFashion China an even stronger partner of choice for established and emerging global fashion brands.”

References

  1. ^ https://www.baozun.com/about.html
  2. ^ https://ir.baozun.com/static-files/34d184e7-685e-46e3-b01d-5e69dfcdc4be
  3. ^ https://ir.baozun.com/news-releases/news-release-details/baozun-announces-first-quarter-2021-unaudited-financial-results
  4. ^ https://ir.baozun.com/news-releases/news-release-details/baozun-acquires-efashion-china-extend-its-reach-branded-fashion
Tags: US:BZUN
Created by Asif Farooqui on 2019/09/30 14:14
     

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