23 May 2025 CMB International Global Markets | Equity Research | Company Update Baozun (BZUN US) Quality revenue growth on track Baozun released 1Q25 results: total revenue was RMB2.1bn, up 4% YoY, 2% better than Bloomberg consensus, mainly driven by the beat in Baozun Brand Management (BBM) revenue; non-GAAP net loss attributable to ordinary shareholders of Baozun came in at RMB57mn, better than consensus of loss of RMB65mn. Baozun E-commerce (BEC) inked revenue growth of 1.4% YoY, and BBM booked 23% YoY g ...

Baozun (BZUN) Q1 2025 Earnings Call May 21, 2025 07:30 AM ET Company Participants Wendy Sun - Senior Director of Corporate Development & Investor RelationsVincent Wenbin Qiu - Chairman, CEO & FounderCatherine Yanjie Zhu - Chief Financial OfficerJunhua Wu - Director, Chief Strategy OfficerKen Huang - CFO Conference Call Participants Alicia Yap - AnalystNone - Analyst Operator Good morning, ladies and gentlemen, and thank you for standing by for Bayozin's First Quarter twenty twenty five Earnings Conference C ...

Financial Data and Key Metrics Changes - Baozun Group's total net revenues for Q1 2025 increased by 4.3% year over year to RMB 2.1 billion [15] - E-commerce revenue grew slightly by 1.4% to RMB 1.7 billion, while brand management revenue rose by 23% to RMB 387 million [15] - Blended gross margin for product sales at the group level was 32.4%, with gross profit increasing by 18.9% year over year [17] - Adjusted loss from operations was RMB 46 million for the e-commerce segment, a decline of RMB 58 million from the same period last year [18] Business Line Data and Key Metrics Changes - E-commerce product sales revenue increased by 7.3% year over year to RMB 423 million, driven by strong performance in new categories [16] - Gross margin for e-commerce product sales expanded to 15%, a 130 basis point improvement compared to 13.7% a year ago [17] - Brand management (BBM) achieved 23% year on year sales growth, with same store sales growth improving to 5% for the quarter [28] Market Data and Key Metrics Changes - The home appliance and consumer electronics categories are ramping up well due to government subsidies, while luxury and fashion categories are also catching up [42] - E-commerce platforms like JD and Tmall are heavily investing in apparel and sportswear categories, leading to increased competition [66] Company Strategy and Development Direction - The company is focused on a strategic transformation towards an innovation-led platform, emphasizing long-term value creation [13] - Plans to open three new stores in Beijing, Shanghai, and Guangzhou to capitalize on current momentum [12] - The company aims to balance scale expansion with profitability, targeting to open 50 new stores this year [50] Management's Comments on Operating Environment and Future Outlook - Management expressed confidence in the ongoing transformation and operational excellence, with a focus on technology and AI applications to enhance efficiency [11] - The company is cautiously optimistic about onboarding new brands due to the current macroeconomic situation, while still seeing synergies between existing brands [61] Other Important Information - The company published its 2024 sustainability report, achieving a 36% reduction in Scope 1-2 carbon emissions compared to the base year 2021 [19] - The company received multiple awards for its content creation efforts at the Alibaba Ecosystem Conference [26] Q&A Session Summary Question: Expectations for the 6.18 campaign and platform performance - Management noted that the 6.18 campaign is the longest yet, with positive early results and strong performance in home appliance and luxury categories [39][42] Question: Updates on BBM strategy and potential acquisitions - Management clarified that the strategy for Gap includes enhancing product marketing and balancing local assortments with global products, while being cautious about acquiring new brands due to the macroeconomic situation [48][61] Question: Key drivers behind the strong performance in apparel and sports categories - Management highlighted that significant investments in marketing and product differentiation are driving growth in these categories, with expectations for continued momentum [66]

1Q 2025 Earnings Presentation May 21, 2025 Disclaimer This presentation does not constitute an offer to sell or issue or solicitation of an offer to buy or acquire securities of Baozun Inc. (the "Company") in any jurisdiction or an inducement to enter into investment activity, nor may it or any part of it form the basis of or be relied on in connection with any contract or commitment whatsoever. This presentation does not contain all relevant information relating to the Company or its securities, particular ...

Exhibit 99.2 Baozun Inc. 寶尊電商有限公司* (A company controlled through weighted voting rights and incorporated in the Cayman Islands with limited liability) Stock Code : 9991 2024 年度報告 ANNUAL REPORT * 僅供識別 *For identification purposes only 2024 Baozun Inc. 寶尊電商有限公司* 202 4 ANNUAL REPORT 年度報告 Baozun Inc. 寶尊電商有限公司 * ( 於開曼群島註冊成立以不同投票權控制的有限責任公司 ) 股份代號 : 9991 Baozun_HAR2024_Cover(HM).indd 所有頁面 22/4/2025 11:30:22 CONTENTS | Chairman's Statement | 2 | | --- | --- | | Definitions | 5 | | Corporate Information | 10 | | Inf ...

SHANGHAI, April 23, 2025 /PRNewswire/ -- Baozun Inc. (Nasdaq: BZUN and HKEX: 9991) ("Baozun", "we" or the "Company"), a leading brand e-commerce solution provider and digital commerce enabler in China, today announced the release of its 2024 Annual Sustainability Report (the "Sustainability Report"), highlighting the Company's achievements in environmental sustainability, social responsibility, and corporate governance. Baozun integrates sustainability into both daily operations and long-term strategic plan ...

SHANGHAI, April 23, 2025 /PRNewswire/ -- Baozun Inc. (Nasdaq: BZUN and HKEX: 9991) ("Baozun," the "Company" or the "Group"), a leading brand e-commerce solution provider and digital commerce enabler in China, today announced that it filed its annual report on Form 20-F for the fiscal year ended December 31, 2024 with the U.S. Securities and Exchange Commission (the "SEC"). The annual report can be accessed on the Company's investor relations website at http://ir.baozun.com as well as the SEC's website at ht ...

Core Insights - Baozun has demonstrated resilience and adaptability in a volatile global market, achieving a 7% year-over-year revenue growth in 2024 and reaching operating profit breakeven, indicating operational efficiency and disciplined execution [3][11][12] Business Performance - Baozun e-Commerce (BEC) returned to topline growth in 2024 after two years of contraction, supporting over 490 brand partners, with a Net Promoter Score (NPS) increase to 8.53 from 8.23, and a strong 95% renewal rate among key accounts [4][5] - Baozun Brand Management (BBM) achieved a 16% revenue growth in 2024 while narrowing adjusted operating losses by 10%, focusing on product innovation and localization efforts, particularly with Gap Inc. [5] - Baozun International (BZI) expanded its regional presence by introducing the Hunter brand to Singapore and Malaysia, enhancing market access and synergies across business lines [6] Technological Advancements - The company emphasizes technology as a catalyst for efficiency and innovation, enhancing capabilities in technology monetization and integrating online and offline experiences [7][8] - Baozun has been recognized as a Representative Vendor in Gartner's 2024 Market Guide for Distributed Order Management Systems and Direct-to-Consumer solutions, showcasing its tailored offerings for the Chinese market [8] Sustainability Initiatives - Baozun is committed to sustainability, achieving ISO 14064 carbon verification for three logistics parks and two attaining PAS 2060 carbon-neutral status, while implementing a green operations strategy to reduce environmental impact [9] Future Outlook - The company anticipates that BEC will enter a phase of quality growth post-transformation, with BBM positioned to capture new opportunities and diversify revenue streams for long-term success [11][12]

Financial Data and Key Metrics Changes - Baozun Group achieved an 8% year-over-year revenue growth in Q4 2024, with total net revenues reaching RMB 3 billion [11][22] - E-commerce revenue grew 6% to RMB 2.5 billion, while brand management revenue increased by 17% to RMB 535 million [22][23] - Adjusted income from operations totaled RMB 103 million, an improvement of 37% year-over-year [27] - Non-GAAP net income attributable to shareholders for the quarter was RMB 46 million, a 59% increase from RMB 29 million in the same period last year [28] Business Line Data and Key Metrics Changes - E-commerce division saw a 16% increase in non-GAAP operating profits, while brand management (BBM) narrowed its losses by 20% [11] - Online store operations revenue increased by 16% year-over-year, and value-added services, including digital marketing and IT solutions, grew by 15% [12][23] - BBM product sales totaled RMB 535 million for the quarter, reflecting a 17% year-over-year growth, driven by strong performance from the Gap brand [24] Market Data and Key Metrics Changes - Douyin maintained triple-digit growth during the quarter, contributing 6% of e-commerce revenue [36] - The company expanded its brand portfolio to over 490, up from approximately 450 a year ago [32] Company Strategy and Development Direction - The company is focused on enhancing creative content capabilities and leveraging technology to help brand partners capitalize on platform interconnectivity and data intelligence [12] - The year 2025 is seen as a pivotal year for strategic transformation and future growth, with a strengthened senior management team [16] - The company aims to optimize its existing team structure and implement a salary structure and incentive program to enhance profitability [60] Management's Comments on Operating Environment and Future Outlook - Management observed positive consumer sentiment and expects higher momentum in consumption in the future, particularly in categories like home appliances and smartphones [56][57] - The company maintains a high expectation for GMV growth, revenue, and operational profit in 2025 [73] Other Important Information - The company successfully completed its share repurchase program, repurchasing approximately 5.3% of ADS for $14.7 million [29] - Cash and cash equivalents totaled RMB 2.9 billion as of December 31, 2024, compared to RMB 3.1 billion a year ago [30] Q&A Session Summary Question: Improvement in consumer consumption sentiment and expectations for 2025 growth - Management observed decent growth in revenue during recent promotional activities and expects higher momentum in consumption sentiment moving forward [56][57] Question: Update on Gap China's same-store sales growth and performance of other brands under BBM - Same-store sales for Gap China showed low single-digit growth in Q4 2024, with Hunter experiencing over 100% same-store growth last year [63][64] Question: Impact of changing competitive landscape in e-commerce - Management noted that GMV growth on Douyin is higher than on other platforms, and they plan to expand services on Douyin while harmonizing traffic with Tmall and JD [69][70] Question: Baozun's strategy regarding JD.com and AI tools - The company plans to help existing clients move their business onto JD.com, especially in the fashion apparel category, and is leveraging AI to drive efficiency and top-line growth [78][82]

4Q 2024 Earnings Presentation March 20, 2025 Disclaimer This presentation does not constitute an offer to sell or issue or solicitation of an offer to buy or acquire securities of Baozun Inc. (the "Company") in any jurisdiction or an inducement to enter into investment activity, nor may it or any part of it form the basis of or be relied on in connection with any contract or commitment whatsoever. This presentation does not contain all relevant information relating to the Company or its securities, particul ...