Jumei International Holding Limited (JMEI)

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Company Description
We are China’s No. 1 online retailer of beauty products as measured by gross
merchandise volume, or GMV, with a market share of 22.1% in 2013, according to
the Frost & Sullivan report. We have grown rapidly and substantially since we
launched our jumei.com website in March 2010 and achieved our

current scale and
profitability with only approximately US$13 million in total funding from our
private equity investors. We achieved US$483.0 million in net revenues and
US$25.0 million in net income in 2013, with approximately 10.5 million active
customers during the same period.

We believe that our internet platform is a trusted destination for consumers to
discover and purchase branded beauty products and fashionable apparel and other
lifestyle products. Leveraging our deep understanding of customer needs and
preferences, as well as our strong merchandizing capabilities, we have adopted
multiple effective sales formats to encourage product purchases on our platform.
Our current sales formats consist of curated sales, online shopping mall and
flash sales.

Our curated sales represents a new online sales format, whereby we recommend a
carefully selected collection of branded beauty products for a limited period of
time at attractive prices. Our curated sales format captures online shoppers’
attention through product recommendations and insightful product descriptions,
which has helped us build a strong customer base. We also sell a wider selection
of branded beauty products through our online shopping mall on a long-term basis
to enhance customer stickiness. To further enhance and complement our customer
experience with more choices, we provide a limited-time offering of fashionable
apparel and other lifestyle products at deep discounts through flash sales.

We have built a large base of highly engaged and loyal customers, as well as a
wide variety of well-selected products, which have been essential for our rapid
growth. Our active customers totaled approximately 1.3 million, 4.8 million and
10.5 million in 2011, 2012 and 2013, respectively. Orders placed by our repeat
customers accounted for approximately 88.9% of our total orders in 2013. Our
suppliers and third-party merchants include brand owners, brand distributors,
resellers and certain exclusive product suppliers. We worked with approximately
1,700 suppliers and third-party merchants in 2013.

We believe consumers will increasingly shop online through mobile internet.
Therefore, we have invested substantial resources to build a mobile platform
dedicated to providing a superior mobile shopping experience. As a result, sales
through our mobile platform have grown significantly since its launch in May
2012. In the first quarter of 2014, approximately 49% of our GMV was generated
through our mobile platform.

Our visionary management team has the foresight to identify and meet evolving
customer needs and market opportunities in the beauty products market. Under our
management’s leadership, we have attracted a large and loyal user base through
our creative and cost-efficient marketing campaigns as well as word-of-mouth
referrals resulting from our well-selected products and superior customer
experience. We further enhance the attractiveness of our product offerings
by entering into arrangements with beauty product suppliers for exclusive
sales and distribution of selected products in China. We implement effective
measures to control costs and operating expenses, which have enabled us to
achieve and increase operating profitability.

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Our principal executive offices are located at 20th Floor, Tower B, Zhonghui
Plaza, 11 Dongzhimen South Road, Dongcheng District, Beijing 100007, the
People’s Republic of China. Our telephone number at this address is
[phone]. Our registered office in the Cayman Islands is located at
the offices of Maples Corporate Services Limited at PO Box 309, Ugland House,
Grand Cayman, KY1-1104, Cayman Islands. Our agent for service of process in
the United States is Law Debenture Corporate Services Inc., located at 400
Madison Avenue, 4th Floor, New York, New York 10017 with telephone number
[phone]. Our main website is www.jumei.com.
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