Baozun Reports Q2 2026 Earnings with Revenue Growth and Improved Profitability
Baozun (NASDAQ: BZUN) reported second-quarter results for fiscal year 2026, showing total net revenues of RMB 2.743 billion, a 7.5% increase from the prior year driven by growth in both e-commerce and brand management segments. Non-GAAP income from operations rose significantly to RMB 74.3 million compared to RMB 6.1 million last year due to improved profitability in its core business. The Baozun E-Commerce segment generated revenue of RMB 2.3 billion, up 4.6% year-over-year, while the brand management division saw a strong rebound with 21.9% growth driven by localized strategies for brands like Gap. The company also raised its non-GAAP operating income target for 2028 to RMB 700 million from RMB 550 million due to AI-driven efficiency gains. Baozun's gross margins improved across both segments, with the e-commerce division achieving a blended margin of 33% and brand management reaching 56.1%. The company also reduced inventory turnover days by over 20%, reflecting better operational discipline.
Tickers: $BZUN