Baozun reported second-quarter 2026 revenue of RMB 2.7 billion, up 7% year-over-year, and raised its 2028 non-GAAP operating profit target from RMB 550 million to RMB 700 million. During the quarter, non-GAAP income from operations was RMB 74 million, compared to RMB 6 million in the same period last year, or RMB 59 million on a rebased basis excluding one-time write-off costs. The e-commerce segment grew 5% to RMB 2.3 billion, while brand management revenue rose 22% to RMB 486 million, driven by Gap's strong performance. The company also highlighted AI initiatives that have improved productivity and expressed confidence in achieving its revised long-term target.
Baozun IncBaozun raised its 2028 profit target and reported strong Q2 revenue growth.
The Gap, Inc.Gap's strong performance drives Baozun's brand management revenue growth.
