Baozun (BZUN) CEO boosts stake with 20,000 ADS open-market purchases

Filing Impact

(Neutral)

Filing Sentiment

(Positive)

Form Type

Rhea-AI Filing Summary

Baozun Inc. Chief Executive Officer Wenbin Qiu, through JESFUND (SINGAPORE) PTE. LTD., made open-market purchases totaling 20,000 American Depositary Shares over two days. On June 17, 2026, JESFUND bought 10,000 ADS at a weighted-average price of $2.83 per share, in multiple trades between $2.83 and $2.84. On June 18, 2026, it bought another 10,000 ADS at a weighted-average price of $2.77, in trades between $2.77 and $2.79. Following these transactions, JESFUND holds 1,613,872 ADS on behalf of the CEO.

Insights

Baozun’s CEO increased indirect ADS holdings with a modest net open-market purchase.

The filing shows CEO Wenbin Qiu, via wholly owned entity JESFUND (SINGAPORE) PTE. LTD., executed two open-market purchases totaling 20,000 American Depositary Shares at weighted-average prices near $2.80. These are classic discretionary buys rather than option exercises or compensation grants.

After the trades, JESFUND holds 1,613,872 ADS, so the new purchases represent a small increase in an already sizable position. As a result, the transactions look routine in scale, though they do reflect a net-buy stance from the company’s chief executive based on this filing alone.

Insider Trade Summary

Net Buyer: 20,000 shares ($56,000)

Net Buy 2 txns

Insider Qiu Wenbin

Role Chief Executive Officer

Bought 20,000 shs ($56K)

Type	Security	Shares	Price	Value
Purchase	American Depositary Shares	10,000	$2.77	$28K
Purchase	American Depositary Shares	10,000	$2.83	$28K

Holdings After Transaction: American Depositary Shares — 1,613,872 shares (Indirect, Held by JESFUND (SINGAPORE) PTE. LTD., a Singapore company wholly owned by the reporting person)

Footnotes (1)

Represents a weighted-average purchase price. These shares were purchased in multiple transactions at prices ranging from $2.83 to $2.84, inclusive. For all transactions reported in this Form 4 utilizing a weighted-average price, the reporting person will provide to the issuer, any security holder of the issuer, or the SEC staff, upon request, information regarding the number of shares purchased at each price within the range. Represents a weighted-average purchase price. These shares were purchased in multiple transactions at prices ranging from $2.77 to $2.79, inclusive. For all transactions reported in this Form 4 utilizing a weighted-average price, the reporting person will provide to the issuer, any security holder of the issuer, or the SEC staff, upon request, information regarding the number of shares purchased at each price within the range. Represents all American Depositary Shares held by JESFUND (SINGAPORE) PTE. LTD., a Singapore company wholly owned by the reporting person following the transaction(s) reported under this Form 4.

Key Figures

ADS purchased June 17, 2026: 10,000 shares at $2.83 ADS purchased June 18, 2026: 10,000 shares at $2.77 Total ADS purchased: 20,000 shares +4 more

7 metrics

ADS purchased June 17, 2026 10,000 shares at $2.83 Open-market purchase of American Depositary Shares

ADS purchased June 18, 2026 10,000 shares at $2.77 Open-market purchase of American Depositary Shares

Total ADS purchased 20,000 shares Net-buy across two open-market transactions

Holding after June 17 purchase 1,603,872 ADS Total ADS held by JESFUND after June 17, 2026 trade

Holding after June 18 purchase 1,613,872 ADS Total ADS held by JESFUND after June 18, 2026 trade

Price range June 17, 2026 $2.83–$2.84 per ADS Weighted-average purchase price range

Price range June 18, 2026 $2.77–$2.79 per ADS Weighted-average purchase price range

Key Terms

American Depositary Shares, open-market purchase, weighted-average purchase price, indirect ownership, +1 more

5 terms

American Depositary Shares financial

"20,000 American Depositary Shares over two days."

American depositary shares (ADSs) are a way for investors in the United States to buy shares of foreign companies without dealing with international markets directly. They represent ownership in a foreign company's stock and are traded on U.S. stock exchanges, making it easier for American investors to buy, sell, and own parts of companies from around the world.

open-market purchase financial

"made open-market purchases totaling 20,000 American Depositary Shares"

An open-market purchase is when an investor or a company buys shares on a public stock exchange at the going market price, rather than through a private deal. It matters to investors because these purchases change how many shares are available, can push the stock price up or signal confidence from large buyers, and often affect per-share metrics like earnings—think of it like someone buying lots of apples off a grocery shelf, reducing supply and potentially raising the price.

weighted-average purchase price financial

"at a weighted-average purchase price, in multiple transactions within a price range"

indirect ownership financial

"shares are held as indirect ownership through JESFUND (SINGAPORE) PTE. LTD."

Form 4 regulatory

"all transactions reported in this Form 4 utilizing a weighted-average price"

Form 4 is a official document that company insiders, such as executives or major shareholders, file with regulators whenever they buy or sell company shares. It provides transparency about how those with inside knowledge are trading, helping investors see if insiders are confident in the company's prospects or may be selling for personal reasons. This information can influence investor decisions by revealing insiders' perspectives on the company's value.

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Form 4 Insider Transactions: What Each Field Means →

Available on EDGAR 06/22/2026 - 06:33 AM Accepted by SEC EDGAR 06/22/2026 - 06:33 AM

SEC Form 4

FORM 4

UNITED STATES SECURITIES AND EXCHANGE COMMISSION
Washington, D.C. 20549

STATEMENT OF CHANGES IN BENEFICIAL OWNERSHIP

Filed pursuant to Section 16(a) of the Securities Exchange Act of 1934
or Section 30(h) of the Investment Company Act of 1940

OMB APPROVAL

OMB Number:			3235-0287
Estimated average burden
hours per response:			0.5

Check this box if no longer subject to Section 16. Form 4 or Form 5 obligations may continue. See Instruction 1(b).

Check this box to indicate that a transaction was made pursuant to a contract, instruction or written plan for the purchase or sale of equity securities of the issuer that is intended to satisfy the affirmative defense conditions of Rule 10b5-1(c). See Instruction 10.

1. Name and Address of Reporting Person^*

Qiu Wenbin

(Last)

(First)

(Middle)

NO. 1-9, LANE 510, WEST JIANGCHANG ROAD

(Street)

SHANGHAI

200346

(City)

(State)

(Zip)

CHINA

(Country)

2. Issuer Name and Ticker or Trading Symbol
Baozun Inc. [ BZUN ]

5. Relationship of Reporting Person(s) to Issuer
(Check all applicable)

X	Director	10% Owner
X	Officer (give title below)	Other (specify below)
	Chief Executive Officer

2a. Foreign Trading Symbol

3. Date of Earliest Transaction (Month/Day/Year)
06/17/2026

6. Individual or Joint/Group Filing (Check Applicable Line)

X	Form filed by One Reporting Person
	Form filed by More than One Reporting Person

4. If Amendment, Date of Original Filed (Month/Day/Year)

Table I - Non-Derivative Securities Acquired, Disposed of, or Beneficially Owned
1. Title of Security (Instr. 3)	2. Transaction Date (Month/Day/Year)	2A. Deemed Execution Date, if any (Month/Day/Year)	3. Transaction Code (Instr. 8)		4. Securities Acquired (A) or Disposed Of (D) (Instr. 3, 4 and 5)			5. Amount of Securities Beneficially Owned Following Reported Transaction(s) (Instr. 3 and 4)	6. Ownership Form: Direct (D) or Indirect (I) (Instr. 4)	7. Nature of Indirect Beneficial Ownership (Instr. 4)
1. Title of Security (Instr. 3)	2. Transaction Date (Month/Day/Year)	2A. Deemed Execution Date, if any (Month/Day/Year)	Code	V	Amount	(A) or (D)	Price		6. Ownership Form: Direct (D) or Indirect (I) (Instr. 4)	7. Nature of Indirect Beneficial Ownership (Instr. 4)
American Depositary Shares	06/17/2026		P		10,000	A	$2.83⁽¹⁾	1,603,872⁽³⁾	I	Held by JESFUND (SINGAPORE) PTE. LTD., a Singapore company wholly owned by the reporting person
American Depositary Shares	06/18/2026		P		10,000	A	$2.77⁽²⁾	1,613,872⁽³⁾	I	Held by JESFUND (SINGAPORE) PTE. LTD., a Singapore company wholly owned by the reporting person

Table II - Derivative Securities Acquired, Disposed of, or Beneficially Owned (e.g., puts, calls, warrants, options, convertible securities)
1. Title of Derivative Security (Instr. 3)	2. Conversion or Exercise Price of Derivative Security	3. Transaction Date (Month/Day/Year)	3A. Deemed Execution Date, if any (Month/Day/Year)	4. Transaction Code (Instr. 8)		5. Number of Derivative Securities Acquired (A) or Disposed of (D) (Instr. 3, 4 and 5)		6. Date Exercisable and Expiration Date (Month/Day/Year)		7. Title and Amount of Securities Underlying Derivative Security (Instr. 3 and 4)		8. Price of Derivative Security (Instr. 5)	9. Number of derivative Securities Beneficially Owned Following Reported Transaction(s) (Instr. 4)	10. Ownership Form: Direct (D) or Indirect (I) (Instr. 4)	11. Nature of Indirect Beneficial Ownership (Instr. 4)
1. Title of Derivative Security (Instr. 3)	2. Conversion or Exercise Price of Derivative Security	3. Transaction Date (Month/Day/Year)	3A. Deemed Execution Date, if any (Month/Day/Year)	Code	V	(A)	(D)	Date Exercisable	Expiration Date	Title	Amount or Number of Shares	8. Price of Derivative Security (Instr. 5)		10. Ownership Form: Direct (D) or Indirect (I) (Instr. 4)	11. Nature of Indirect Beneficial Ownership (Instr. 4)

Explanation of Responses:

1. Represents a weighted-average purchase price. These shares were purchased in multiple transactions at prices ranging from $2.83 to $2.84, inclusive. For all transactions reported in this Form 4 utilizing a weighted-average price, the reporting person will provide to the issuer, any security holder of the issuer, or the SEC staff, upon request, information regarding the number of shares purchased at each price within the range.

2. Represents a weighted-average purchase price. These shares were purchased in multiple transactions at prices ranging from $2.77 to $2.79, inclusive. For all transactions reported in this Form 4 utilizing a weighted-average price, the reporting person will provide to the issuer, any security holder of the issuer, or the SEC staff, upon request, information regarding the number of shares purchased at each price within the range.

3. Represents all American Depositary Shares held by JESFUND (SINGAPORE) PTE. LTD., a Singapore company wholly owned by the reporting person following the transaction(s) reported under this Form 4.

	/s/ Vincent Wenbin Qiu	06/22/2026
	** Signature of Reporting Person	Date
Reminder: Report on a separate line for each class of securities beneficially owned directly or indirectly.
* If the form is filed by more than one reporting person, see Instruction 4 (b)(v).
** Intentional misstatements or omissions of facts constitute Federal Criminal Violations See 18 U.S.C. 1001 and 15 U.S.C. 78ff(a).
Note: File three copies of this Form, one of which must be manually signed. If space is insufficient, see Instruction 6 for procedure.
Persons who respond to the collection of information contained in this form are not required to respond unless the form displays a currently valid OMB Number.
* Form 4: SEC 1474 (03-26)

Source: View Original Filing on SEC EDGAR

FAQ

What insider transactions did Baozun (BZUN) CEO Wenbin Qiu report?

Baozun CEO Wenbin Qiu reported two open-market purchases totaling 20,000 American Depositary Shares. The trades were executed on June 17 and June 18, 2026, through his wholly owned entity JESFUND (SINGAPORE) PTE. LTD., increasing its indirect ADS holdings.

At what prices did the Baozun (BZUN) CEO’s entity buy American Depositary Shares?

JESFUND bought 10,000 ADS at a weighted-average price of $2.83, in trades between $2.83 and $2.84, and another 10,000 ADS at a weighted-average price of $2.77, in trades between $2.77 and $2.79, according to the Form 4 footnotes.

How many Baozun (BZUN) ADS does JESFUND hold after these transactions?

Following the reported purchases, JESFUND (SINGAPORE) PTE. LTD. holds 1,613,872 American Depositary Shares. The footnotes state this figure represents all ADS held by JESFUND after the June 2026 transactions disclosed in the Form 4 filing.

Are the Baozun (BZUN) CEO’s Form 4 transactions direct or indirect holdings?

The reported Baozun transactions involve indirect holdings. All purchased American Depositary Shares are held by JESFUND (SINGAPORE) PTE. LTD., which is described in the filing as a Singapore company wholly owned by CEO Wenbin Qiu, rather than directly in his personal name.

How many open-market purchases and sales did Baozun (BZUN) report in this Form 4?

The Form 4 shows two open-market purchase transactions and no sales. In total, 20,000 American Depositary Shares were bought, and the transaction summary records a net-buy direction with 20,000 net shares acquired and zero shares sold in this filing.