Baozun's adjusted operating profit for the second quarter of 2025 reached 59 million, a year-on-year increase of 489%

On August 28, 2025, Beijing time, Baozun (09991) announced its unaudited financial report for the second quarter ended June 30, 2025. The report showed that Baozun's net revenue for the second quarter of 2025 was 2.6 billion, a year-on-year increase of 7%; of which, the e-commerce segment's net revenue was 2.2 billion, a year-on-year increase of 3%; the brand management segment's net revenue was 400 million, a year-on-year increase of 35%; the gross profit from comprehensive product sales was 280 million, a year-on-year increase of 28%; and the adjusted operating profit of the group was 59 million, a year-on-year increase of 489%. In the second quarter, the e-commerce segment's product sales revenue was 600 million, a year-on-year increase of 3%; online store operation revenue was 480 million, a year-on-year increase of 8%; and digital marketing and technology service revenue was 580 million, a year-on-year increase of 12%. In the second quarter, Baozun's high-quality distribution strategy in the e-commerce segment continued to advance, with gross revenue continuing to improve, contributions from new categories increasing, while service capabilities were continuously strengthened, and digital marketing and technology services achieved double-digit growth