The earnings call reflected a solid quarter with notable revenue growth and profitability improvements in both e-commerce and brand management segments. However, there were challenges with one-off write-offs and increased operating expenses impacting the overall financial performance. Despite these challenges, the company's positive momentum in brand management and technological advancements indicate a robust strategy for future growth.

Company Guidance

During Baozun's Second Quarter 2025 earnings call, key metrics highlighted include a 7% increase in total revenue, with adjusted operating income reaching CNY 59 million, a significant rise from CNY 10 million in the same period last year. BEC's revenue grew by 3%, with adjusted operating profits increasing by 56% year-over-year to CNY 94 million, marking the highest second quarter level in four years. BBM's revenue surged by 35% year-over-year, up from 23% in the previous quarter, driven by initiatives in merchandising, channel expansion, and marketing, notably for the Gap brand. The blended gross margin for product sales at the group level expanded by 310 basis points to 28.4%, while gross profit rose by 28.1% to CNY 283 million. Additionally, Baozun's cash and cash equivalents totaled CNY 2.7 billion as of June 30, 2025. The company has focused on leveraging technology for deeper market insights, enhancing inventory efficiency, and optimizing decision-making to drive sustainable long-term value creation.

Overall Revenue Growth

Baozun's total revenue grew by 7% year-over-year, demonstrating resilience and profitability expansion.

Significant Improvement in Adjusted Operating Income

Adjusted operating income expanded to CNY 59 million, up from CNY 10 million in the same period last year.

Strong Performance in Brand Management

BBM revenue grew by 35% year-over-year, driven by strong performance of the Gap brand and new store openings.

Profitability Expansion in E-commerce Segment

BEC adjusted operating profits rose 56% year-over-year to CNY 94 million, marking the highest second quarter level since the pandemic.

Technological Advancements

Significant strides in technology empowerment, enhancing market and consumer demand insights to optimize decision-making.

Baozun (BZUN) Earnings, Revenues Date & History

The upcoming earnings date is based on a company’s previous reporting, and may be updated when the actual date is announced

Daily Earnings Calendar >

BZUN Earnings History

Report Date	Fiscal Quarter	Forecast / EPS	Last Year's EPS	EPS YoY Change	Slides	Play Transcript
Dec 02, 2025	2025 (Q3)	- / -	-0.069	―	―	―
Aug 28, 2025	2025 (Q2)	- / -0.08	-0.024	-247.06% (-0.06)
May 21, 2025	2025 (Q1)	- / -0.15	-0.052	-194.59% (-0.10)
Mar 20, 2025	2024 (Q4)	- / -0.29	-0.038	-666.67% (-0.25)
Nov 21, 2024	2024 (Q3)	- / -0.07	-0.18	61.72% (+0.11)
Aug 28, 2024	2024 (Q2)	0.03 / -0.02	-0.015	-54.55% (>-0.01)
May 28, 2024	2024 (Q1)	>-0.01 / -0.05	-0.066	21.28% (+0.01)
Mar 21, 2024	2023 (Q4)	0.12 / -0.04	-0.226	83.23% (+0.19)
Nov 22, 2023	2023 (Q3)	-0.80 / -0.18	-0.135	-33.33% (-0.04)
Aug 28, 2023	2023 (Q2)	-0.09 / -0.02	-0.059	73.81% (+0.04)

The table shows recent earnings report dates and whether the forecast was beat or missed. See the change in forecast and EPS from the previous year.

Beat

Missed

BZUN Earnings-Related Price Changes

Report Date	Price 1 Day Before	Price 1 Day After	Percentage Change
Aug 28, 2025	$2.83	$3.19	+12.72%
May 21, 2025	$3.22	$3.08	-4.35%
Mar 20, 2025	$3.50	$3.06	-12.57%
Nov 21, 2024	$2.59	$2.38	-8.11%

Earnings announcements can affect a stock’s price. This table shows the stock's price the day before and the day after recent earnings reports, including the percentage change.

FAQ

When does Baozun Inc (BZUN) report earnings?

Baozun Inc (BZUN) is schdueled to report earning on Dec 02, 2025, Before Open (Confirmed).

What is Baozun Inc (BZUN) earnings time?

Baozun Inc (BZUN) earnings time is at Dec 02, 2025, Before Open (Confirmed).

Where can I see when companies are reporting earnings?

You can see which companies are reporting today on our designated earnings calendar.

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What is BZUN EPS forecast?

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