Baozun Q2 FY26 net income turns to RMB 17 million; revenue rises 7.5% to RMB 2.74 billion
BZUN•Management highlights and outlook
Management cited stronger BEC efficiency, continued Gap momentum and early AI automation pilots.
The company raised its 2028 non-GAAP operating income target to at least RMB 700 million.
Q2 revenue and profitability improve
Baozun posted Q2 revenue of RMB 2.74 billion, up 7.5% year over year.
Operating income swung to RMB 63.4 million from an operating loss, with margin improving to 2.3% from -0.4%.
Net income attributable to ordinary shareholders turned to RMB 17 million, and earnings per ADS swung to RMB 0.29.
E-commerce and brand management growth
E-Commerce revenue rose to RMB 2.3 billion, while Brand Management climbed to RMB 485.6 million, up 21.9%.
