Browsing: Baozun

Baozun delivered a significant profitability inflection during the second quarter of 2026, swinging from an operating loss to operating income as its E-Commerce business generated substantially higher profit and its Brand Management operation continued expanding around Gap in Greater China.

Revenue and profitability improved: Baozun’s Q2 2026 revenue rose 7% to RMB2.7 billion, while non-GAAP operating income increased to RMB74 million from RMB6 million a year earlier. Management raised its 2028 non-GAAP operating profit target to RMB700 million from RMB550 million.