Baozun E-Commerce-W (09991) net profit attributable to shareholders in the second quarter was 17.02 million yuan, which turned a year-on-year loss into profit

According to Zhitong Finance App, Baozun E-Commerce - W (09991) announced the results for the second quarter of 2026. The group achieved total net revenue of RMB 2,743 billion (same unit), an increase of 7.46% over the previous year; net profit attributable to common shareholders of Baozun E-Commerce Co., Ltd. was RMB 17.02 million, which turned a loss into a profit from the previous year; profit per share was 0.29 yuan.

Mr. Qiu Wenbin, founder of Baozun e-commerce and chairman and CEO of Baozun Group, said, “In the second quarter of 2026, Baozun once again handed over steady answers. Although overall consumer sentiment is still weak, the Group's total revenue increased 7% year on year, profit quality continued to improve, and operating profit reached a new high in the same period in recent years. The e-commerce business achieved resilient growth while further consolidating operational efficiency and profitability; the brand management business continued its strong momentum, with GAP's continued steady performance as the main driving force. Furthermore, the initial results of the Group's recent technological innovation and AI-enabled automation pilot are also encouraging. We plan to accelerate the promotion of relevant practices, further improve productivity, streamline operations, and free up more space for efficiency improvements. As the two major business segments maintain good performance and the synergy continues to deepen, we are confident that we will build a strong platform to empower each other and grow together, and build a more profitable operating model.”

Ms. Zhu Yanjie, Chief Financial Officer of Baozun Group, said, “In the second quarter, both major business segments of Baozun achieved growth. Among them, e-commerce business revenue increased 5% year on year, and brand management business revenue increased sharply by 22% year on year. As the profitability of the e-commerce business continued to increase and losses in the brand management business narrowed further, the Group's non-GAAP operating profit increased to 74 million yuan. At the same time, the overall gross margin of product distribution increased by 499 basis points over the same period last year, and the number of inventory turnover days improved from 134 days in the same period last year to 112 days, reflecting our effectiveness in inventory circulation management. With the current strong business momentum and a strong and efficient operating foundation, we are confident that we will continue the trend of high-quality and profitable growth.”