• 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; margin improved to 2.3% from -0.4%.
• Net income attributable to ordinary shareholders turned to RMB 17 million; earnings per ADS swung to RMB 0.29.
• E-Commerce revenue rose to RMB 2.3 billion, while Brand Management climbed to RMB 485.6 million, up 21.9%.
• Management cited stronger BEC efficiency, continued Gap momentum, early AI automation pilots; 2028 non-GAAP operating income target raised to at least RMB 700 million.

Disclaimer: This news brief was created by Public Technologies (PUBT) using generative artificial intelligence. While PUBT strives to provide accurate and timely information, this AI-generated content is for informational purposes only and should not be interpreted as financial, investment, or legal advice. Baozun Inc. published the original content used to generate this news brief via PR Newswire (Ref. ID: 202608270631PR_NEWS_USPR_____CN34948) on August 27, 2026, and is solely responsible for the information contained therein.