Baozun Inc. and any of its controlled subsidiary, variable interest entity or its subsidiary (collectively, “Baozun,” “we,” “us,” and “our”) are committed to the protection of our users’ privacy and personal information. We sincerely understand the importance of personal information to you. Therefore, we endeavor to take appropriate protective measures to protect the security of your information consistent with applicable laws, regulations and policies. We have provided this Baozun Privacy Policy to help you understand how we process your personal information in the course of our business, as collected from our websites, mobile applications, and related online and offline offerings (collectively, the “Services”).

    Acceptance of the Privacy Policy

    Please read all the contents of this Privacy Policy in detail, and make sure that you fully understand and agree to all the contents of this Privacy Policy. By continuing to use the Services, you understand and agree to this Privacy Policy. If you don’t agree to this Privacy Policy, do not use the Services.

    This Policy applies to all products and Services offered by us.

    If you have any enquiries about this Policy or need any help, please contact us using the information found in Article 10 of this Policy.

    I. Personal Information We Collect

    When you use the Services, we may collect the following categories of information from you:

    1.1 Information that you provide when you use our products and/or Services.

    1.1.1 Information you fill out when you register your account.

    For example, the name, nickname, mobile number, email address, and other personal information that you filled out when you registered your account.

    1.1.2 Information that you upload when you use the products and/or Services.

    For example, when you use the Services, you may upload your head portrait or share your photos.

    1.1.3 Information you provide when you make a purchase.

    For example, your billing and shipping address, payment information, and details about your order.

    1.1.4 Information you provide to our customer service representatives.

    For example, your name, email address, and the details around your inquiry.

    1.1.5 Information you submit when you participate in events that we hold.

    For example, you may submit your name, phone number, home address, etc. on the event page when you participate in our online events.

    1.1.6 Sensitive personal information.

    Some of our Services may require you to provide sensitive personal information to implement specific functions. If you choose not to provide this type of information, you may not be able to use certain functions in the Services, but we will make reasonable efforts not to affect the other functions in the Services. By providing sensitive personal information to Baozun, you consent to the processing of such information in accordance with this Privacy Policy.

    1.2 Information we obtain when you use products and/or services.

    1.2.1 Log information. When you use our Services, we may automatically collect and store certain information. This may include but is not limited to:

    (1) Equipment information. For example, device model, operating system version, unique device and/or advertising identifier, user settings, battery, signal strength, etc.

    (2) Software information. For example, the version number of the software and the browser type. To ensure the security of the operating environment or to provide Services, we collect information about the mobile apps and other software you use on your device.

    (3) IP address. We collect your Internet Protocol (IP) address.

    (4) Usage information. We collect information about your use of our Services, including but not limited to what you search for when using our Services, the types of content you interact with, the frequency and duration of your activities, and other information about how you use the Services.

    1.2.2 Location information. When you use location-related services, we may record the location of your device.

    (1) In addition, when you use the Services, we may infer or obtain your geographic location information based off of IP address, GPS, WiFi or base station.

    (2) The information provided by you or other users when using the Services may include information about your location, such as the information about your location and the geo-tagging metadata contained in photos shared by you or others.

    1.2.3 Other relevant information. To help you make better use of our products and/or Services, we collect relevant information. For example, we collect friend lists, group list information, and voiceprint feature value information. To ensure that you can use our Services to contact your friends, if you choose to share your mobile contact list, we may encrypt your contacts’ names and phone numbers and collect only the encrypted information.

    1.3 Information shared by other users containing your information

    For example, photos posted or videos shared by other users may contain your information.

    1.4 Information obtained from third parties

    If you access or use our Services through a third-party application, we may obtain information from that third party that you share or is otherwise made available. For example, when you use WeChat to log in to our Services, we may obtain information about your WeChat account, such as your WeChat nickname or profile.

    II. How We Use Your Information

    We will use the information we collect for the following purposes.

    For example, when you register to use our products and/or Services, you need to provide us with name, an account number, password, your own mobile phone number, and e-mail address. We may use the mobile phone number and/or email address provided to send you a verification code to formally verify that the identity information you have provided is valid. You can modify and supplement your account information, such as nickname, gender, birthday, and hobbies. Your supplemented account information will help us provide you with personalized recommendations and experiences.

    For example, language settings, location settings, personalized help services, and a more usable product experience.

    For example, when our system breaks down, we record and analyze the information generated by the system malfunction to optimize our Services.

    We may use your information for security purposes such as authentication identification, anti-fraud monitoring, archive backup, customer security services, etc. For example, security software that you download or install can detect malware, viruses and identify fraudulent information. We may determine your account risk by monitoring your browsing information, your commonly used software information, device information, etc., and may record information that we believe are risk factors. We will also collect your information to analyze problems, data flow and troubleshoot. In addition, we may collect information to help us better understand the operation of the products and/or Services we provide, and we may record information such as the frequency of your use of our products and/or Services, fault information, performance data or other similar information.

    We may use personal information to tailor and provide you with content and advertisements. We may provide you with these materials as permitted by applicable law. We may also use information we collect to assess and improve the effectiveness of our advertising and other promotions, or invite you to participate in surveys about our products and/or Services. Specifically, we may collect your order information, browsing information, and your hobbies (which you can submit in your account personal information) for data analysis to develop a user profile to display information about the products or services you are interested in; or show you what you might want to find when you search.

    We may use personal information and other information about you to create de-identified and/or aggregated information, such as de-identified demographic information, de-identified location information, de-identified or aggregated trends, reports, or statistics, or other analyses we create. De-identified and aggregated information is not personal information, and we may use and disclose such information in a number of ways, including research, internal analysis, analytics, and any other legally permissible purposes.

    Baozun may use personal information for other purposes that are clearly disclosed to you at the time you provide personal information or with your consent.

    2.8 In addition, you understand that in the following cases, we may use your personal information (without your consent):

    2.8.1 Uses related to national security and national defense security;

    2.8.2 Uses related to public safety, public health, and any other major public interests;

    2.8.3 Uses related to criminal investigations, prosecution, trial and execution of judgments;

    2.8.4 For the protection of the personal rights and interests of the subject of personal information or other individuals;

    2.8.5 If the personal information collected is disclosed by oneself to the public;

    2.8.6 Information about your personal information collected from lawful, public sources, such as legitimate news reports, government information disclosure, etc.;

    2.8.7 To maintain a safe and stable operation of the products and/or Services provided, such as for the purpose of detecting and solving malfunctions of products and/or Services;

    2.8.8 For legitimate news reporting;

    2.8.9 For academic research institutions conducting statistical or academic research based on public interest and provide academic research or description results. The relevant institutes will de-identify the personal information contained in the results.

    2.8.10 Other circumstances as stipulated by laws and regulations.

    III. How We Use Cookies and Other Similar Techniques

    We, as well as third parties that provide content, advertising, or other functionality on the Services, may use cookies, web beacons, local storage, and other technologies to automatically collect information through the Services.

    Cookies are small text files placed on users’ device browsers that allows a web server to store data on or from client side (e.g., a web browser). Cookies primarily store information about a user's visit to a website and related preferences.

    In addition, you can also delete all cookies stored in the software. However, if you do this, you may need to change the user settings yourself each time you access the Services, and the information you recorded previously will be deleted which may have an impact on the security of the Services you use. Please note that if you stop using cookies, you may not be able to enjoy the best service experience and some Services may not work properly.

    In addition to cookies, we may also use other similar technologies such as web beacons on the Services. A beacon is an electronic image file or other technology embedded in a website or email that can be used to count the number of visitors, to record whether and when you are viewing an email or website, or to use certain cookies. Our web pages often contain some electronic images.

    IV. How We Share, Transfer, and Publicly Disclose Your Information

    4.1 Share

    4.1.1 We may share your personal information as set forth in this Privacy Policy.

    4.1.2 We may share your personal information with our affiliates. However, we only share the necessary personal information and we endeavor to take steps to ensure that our affiliates are bound by the purposes stated in this Privacy Policy. If our affiliates want to change the purpose of processing personal information, we will endeavor to ask for your authorization.

    4.1.3 We may share your order information, account information, equipment information, location information, and other information with third parties such as partners to ensure the completion of the Services provided to you. However, we will only share your personal information for legitimate, necessary, specific purposes, and will only share the personal information necessary to provide the Service. Our partners include the following:

    (1) A supplier of goods or technical services. We may share your personal information with third party service providers who support our functions and provision of the Services. This support includes the provision of infrastructure technology services, payment services, data processing, etc. The purpose of sharing this information is to enable us to implement the core functionality of our products and/or Services.

    (2) Third-party merchants. We must share your order information and any other necessary information about the transaction with third-party merchants to fulfill the need to purchase goods or services from them and to enable them to complete after-sales services.

    (3) Our Partners which we entrust to carry out advertising activities. Sometimes we also represent other businesses to provide promotional services to a group of our users who use our products and/or services, but we do not share personal information that can be used to identify you in the real world with them. In these cases, we can tell the business how many people have seen their promotion information or purchased the business’s goods after seeing the information, or provide them with non-identifiable statistical information.

    4.2 Transfer

    We will not transfer your personal information to any company, organization or individual for their independent use unless:

    4.2.1 You provide your authorization to such transfer or such transfer is necessary for us to provide the Services you have requested;

    4.2.2 Such transfer is required, appropriate or otherwise advisable pursuant to applicable laws and regulations; legal procedures and process; mandatory administrative or judicial requirements; the protection of your, our or others’ rights, property, or safety; the collection of amounts owed to us; and/or the investigation or prosecution of suspected or actual illegal activity;

    4.2.3 Such transfer is related to a merger, acquisition, asset transfer or similar transactions. If your personal information is transferred as a result of such transactions, we will endeavor to require the new companies and organizations that hold your personal information to process it in accordance with this Privacy Policy.

    4.3 Publicly disclose

    We may publicly disclose your personal information in the following circumstances:

    4.3.1 According to your request, we will disclose the personal information you specify in a manner that you agree to or request;

    4.3.2 In the event that your personal information must be provided in accordance with the requirements of laws, regulations, mandatory administrative enforcement or judicial requirements, we may publicly disclose your personal information in accordance with the type of personal information requested and the manner in which it is disclosed. Subject to laws and regulations, when we receive the above request for disclosure, we will require legal documents, such as subpoenas or investigation letters. We firmly believe that the information we ask for should be as transparent as possible to the extent permitted by law. All requests are carefully reviewed to ensure they are legally supported and we only provide limited to data that law enforcement has legally requested for specific investigation purposes. Subject to applicable laws and regulations, the documents we disclose may be protected by encryption keys.

    V. How We Protect and Store Your Personal Information

    We have implemented a reasonable information security management system. We have taken reasonable and practicable security measures designed to protect your information and prevent unauthorized access, public disclosure, use, modification, damage or loss of personal information.

    5.2 Please note that the Internet cannot be guaranteed to be 100% secure, and we cannot ensure or warrant the security of any information you provide to us. We recommend that you use complex passwords when using such tools and take care to protect your personal information.

    5.3 We take reasonable steps to ensure the security of our equipment. However, in the event that our physical, technical, or administrative safeguards are damaged, destroyed, or fail when we take reasonable protective steps, resulting in unauthorized access, public disclosure, alteration, loss or destruction of the information causing damage to you, the event is considered force majeure, and you agree to waive our legal responsibility.

    VI. How You Can Manage Your Personal Information

    You can access and manage your personal information as set forth below:

    6.1 Check your information

    We will provide you with the ability to access your personal information at any time except as required by laws and regulations. If you cannot access your personal information properly, please contact us using the information in Article 10 of this Policy.

    6.2 Correct or supplement your information

    When you find that we have processed an error about your information, you may ask us to make corrections or supplement. Certain Baozun applications may allow you to modify your information in accordance with the operation instructions found in the information correction module.

    6.3 Delete your information

    We may allow you to delete your personal information as set forth below:

    6.3.1 If we process your personal information in violation of laws and regulations;

    6.3.2 If the way we deal with personal information is a serious violation of your agreement;

    6.3.3 If you no longer use our products or services, or you voluntarily cancel your account;

    6.3.4 If we no longer provide you with products or services.

    If we decide to fulfill your request for deletion, we will also endeavor to notify the entities which have obtained your personal information from us and request that it be deleted in a timely manner (unless otherwise required by laws and regulations, or if these entities have obtained your authorization independently).

    Please note that we may not be able to immediately delete the information from the backup system due to restrictions related to our legal and security technology.

    6.4 Cancel your account

    You can submit your account cancellation request on the relevant page.

    VII. Third-Party Websites and Applications

    The Services may contain links to other websites/applications and other websites/applications may reference or link to our Services. These third-party services are not controlled by us. We encourage our users to read the privacy policies of each website and application with which they interact. We do not endorse, screen or approve, and are not responsible for the privacy practices or content of such other websites or applications. Visiting these other websites or applications is at your own risk.

    VIII. Personal Information of Minors

    8.1 The Services are not directed to minors that do not have an appropriate civil capacity and we do not knowingly collect personal information from such minors. If you learn that a minor has provided us with personal information without appropriate parental or guardian consent, please contact us as set forth below. If we learn that we have collected any minor’s personal information in violation of applicable law, we will promptly take steps to delete such information or otherwise address such information as permitted by applicable law.

    IX. Revision to this Privacy Policy

    We may revise this Privacy Policy from time to time, including when it is necessary to address changes in relevant laws and regulations or other needs. If there are any material changes to this Privacy Policy,

    X. Contact Us

    If you have any enquiries, comments or suggestions about this Privacy Policy or your personal information, please contact us by visiting the online customer service system or sending e-mail to

    We will review and try to resolve the issues you are facing as soon as possible.