EXHIBIT 12.1



CERTIFICATION



I, Vincent Wenbin Qiu, certify that:



1.  I have reviewed this annual
report on Form 20-F/A of Baozun Inc.;



2.  Based on my knowledge, this
report does not contain any untrue statement of a material fact or omit to state a material fact necessary to make the statements
made, in light of the circumstances under which such statements were made, not misleading with respect to the period covered by
this report;



3.  Based on my knowledge, the
financial statements, and other financial information included in this report, fairly present in all material respects the financial
condition, results of operations and cash flows of the company as of, and for, the periods presented in this report;



4.  The company’s other
certifying officer and I are responsible for establishing and maintaining disclosure controls and procedures (as defined in Exchange
Act Rules 13a-15(e) and 15d-15(e)) for the company and have:



| | (a) | Designed such disclosure controls
                                         and procedures, or caused such disclosure controls and procedures to be designed under
                                         our supervision, to ensure that material information relating to the company, including
                                         its consolidated subsidiaries, is made known to us by others within those entities, particularly
                                         during the period in which this report is being prepared;
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| | (b) | [intentionally omitted];
| | --- | ------------------------



| | (c) | Evaluated the effectiveness of the
                                         company’s disclosure controls and procedures and presented in this report our conclusions
                                         about the effectiveness of the disclosure controls and procedures, as of the end of the
                                         period covered by this report based on such evaluation; and
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| | (d) | Disclosed in this report any change
                                         in the company’s internal control over financial reporting that occurred during
                                         the period covered by the annual report that has materially affected, or is reasonably
                                         likely to materially affect, the company’s internal control over financial reporting;
                                         and
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5.  The company’s other
certifying officer and I have disclosed, based on our most recent evaluation of internal control over financial reporting, to
the company’s auditors and the audit committee of the company’s board of directors (or persons performing the equivalent
functions):



| | (a) | All significant deficiencies and
                                         material weaknesses in the design or operation of internal control over financial reporting
                                         which are reasonably likely to adversely affect the company’s ability to record,
                                         process, summarize and report financial information; and
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| | (b) | Any fraud, whether or not material,
                                         that involves management or other employees who have a significant role in the company’s
                                         internal control over financial reporting.
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|Date:
    June 1, 2016 | By:    | /s/
    Vincent Wenbin Qiu 
|---------------------- | ------ | ---------------------------
|                       | Name:  | Vincent
    Wenbin Qiu     
|                       | Title: | Chief
    Executive Officer