Baozun Reports Q2 Earnings Growth and Raises Long-Term Profit Target
Baozun Inc. reported a 7% year-over-year revenue increase in the second quarter of 2026, reaching RMB2.7 billion. The growth was driven by its e-commerce services segment (up 10%) and brand management division (up 22%), which saw strong performance from Gap's operations. Non-GAAP operating income surged to RMB74 million compared to just RMB6 million in the same period last year, reflecting improved profitability. The company raised its non-GAAP operating profit target for 2028 to RMB700 million from RMB550 million, citing confidence in AI and automation initiatives as well as brand management momentum. Baozun is also planning over 50 new Gap store openings in 2026 and expects BBM revenue growth of 20-25% for the full year. Baozun's e-commerce services segment, BEC, reported RMB2.3 billion in revenue with a significant increase in service income despite lower product sales due to strategic reductions in low-margin categories.
Tickers: $BZUN
Topics: ai_and_automation brand_management non_gaap_profitability revenue_growth