Baozun

Baozun reported Q2 2026 EPS of $0.42, significantly missing the consensus estimate, while revenue of 2.74 billion yuan slightly missed estimates but grew 7% year‑on‑year. Non‑GAAP operating profit rose 25% to 74 million yuan, supported by cost discipline and better earnings quality; the BBM segment recorded strong growth. Management raised the non‑GAAP operating profit target for 2028 from 550 million to 700 million yuan and expects BBM revenue growth of 20–25% in 2026. The stock reacted positively premarket as investors valued the stronger margins and the raised long‑term target. » More on de.investing.com

Baozun posted Q4 revenue of RMB 3.2 billion, a 6% increase, and non-GAAP operating profit rose 91% to RMB 198 million while full-year operating cash flow more than tripled to RMB 420 million. Group blended gross margin on product sales expanded 640 basis points to 36.5%, with e-commerce product margin improving to 18.4% and BBM gross margin to 52.1%; BBM delivered its first break-even quarter (non-GAAP operating income RMB 1.8 million) led by strong Gap performance. Management said the company is shifting from rebuilding to scaling, prioritizing AI-driven efficiency, targeting RMB 550 million in group non-GAAP operating profit by 2028, expecting 2026 non-GAAP profits to be about double 2025, and planning ~50 BBM store openings in 2026. » More on finance.yahoo.com