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Baozun posts RMB2.74 billion revenue as operations grow
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Baozun posts RMB2.74 billion revenue as operations grow

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  • Baozun reported Q2 2026 revenue of RMB2.74 billion, up 7.5% year over year.
  • Operating income reached RMB63.4 million, compared with an operating loss in the prior-year period.
  • The company raised its 2028 non-GAAP operating income target to at least RMB700 million.

Baozun (NASDAQ:BZUN) reported second quarter 2026 net revenues of RMB2,743 million, up 7.5% year over year, supported by growth in services revenue and Brand Management operations.

The results compared with the prior-year period as services revenue increased 10.2% to RMB1,717.4 million, while total product sales rose 3.2% to RMB1,025.6 million and E-Commerce revenue increased 4.6%.

The company reported income from operations of RMB63.4 million compared with an operating loss in the previous year, while net income attributable to ordinary shareholders reached RMB17 million compared with a RMB34 million loss.

Baozun also reported blended gross margin for product sales expanded by 499 basis points, inventory days improved to 112 from 134, and adjusted E-Commerce operating profit increased to RMB107.1 million.

Elsewhere, the company’s Brand Management revenue increased 21.9% to RMB485.6 million, while adjusted operating loss in the segment narrowed to RMB33 million and Baozun raised its 2028 non-GAAP operating income target to at least RMB700 million.

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