Baozun Inc-W (HK: 09991) has released its interim results for the six months ended June 30, 2026, reporting a turnaround to profitability as the company's strategic initiatives began to bear fruit. The group recorded total net revenue of RMB 5.124 billion, up 10.98% year-over-year. Net profit attributable to ordinary shareholders of Baozun Inc reached RMB 9.561 million, a stark contrast to the loss recorded in the same period last year, with earnings per share coming in at RMB 0.05.
The revenue growth was primarily driven by the group's two core business lines, according to the company's announcement. For the first half of 2026, non-GAAP operating profit expanded to RMB 82.4 million, compared with a non-GAAP operating loss of RMB 60.8 million in the corresponding period of 2025. Management attributed this improvement to enhanced business quality and operational efficiency gains across the organization.
During the initial six-month period, total revenue from the brand management business (BBM) surged 30.3% year-over-year to RMB 1.023 billion. As of the end of June 2026, the group managed 184 offline stores, comprising 167 GAP outlets and 17 stores under other emerging brands managed by the group. The group's key strategic pillars for 2026 focus on Gap's merchandise sales, channel expansion, and marketing initiatives, all designed to establish healthy revenue momentum while continuously enhancing profitability.
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