---
title: "Baozun (BZUN) Q1 2026 Earnings Call Transcript"
type: "News"
locale: "en"
url: "https://longbridge.com/en/news/287811327.md"
description: "Baozun (BZUN) reported Q1 2026 earnings with total net revenue of CNY 2.4 billion, a 15% year-over-year increase. BEC revenue rose 10% to CNY 1.9 billion, while BBM revenue surged 39% to CNY 538 million. The group achieved a non-GAAP operating income of CNY 8 million, reversing last year's loss. Management emphasized a dual-engine growth strategy, focusing on brand acquisition and AI implementation for operational efficiency. The company aims for over 20% revenue growth in 2026, supported by strategic marketing and merchandising initiatives."
datetime: "2026-05-27T19:20:43.000Z"
locales:
  - [zh-CN](https://longbridge.com/zh-CN/news/287811327.md)
  - [en](https://longbridge.com/en/news/287811327.md)
  - [zh-HK](https://longbridge.com/zh-HK/news/287811327.md)
---

# Baozun (BZUN) Q1 2026 Earnings Call Transcript

The views and opinions expressed herein are the views and opinions of the author and do not necessarily reflect those of Nasdaq, Inc.

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