BAOZUN(US:BZUN) Sou Hu Cai Jing·2025-07-22 03:01Core Viewpoint - Baosheng E-commerce reported a total revenue of 2.064 billion RMB in Q1 2025, marking a 4.3% year-on-year increase, but the company remains in a loss position with a net loss of 63.1 million RMB, although this loss has narrowed compared to the previous year [1][4]. Revenue Structure - The revenue structure of Baosheng E-commerce is changing, with traditional e-commerce revenue reaching 1.709 billion RMB but experiencing a significant increase in operating losses from 11.8 million RMB in the same period last year to 45.8 million RMB [3][4]. - Brand management revenue grew by 23% to 387.4 million RMB, with operating losses narrowing by 28% [3][4]. Financial Performance - The adjusted operating loss for the e-commerce business was 45.8 million RMB, while the brand management segment reported an adjusted operating loss of 21.1 million RMB [4]. - The company has faced continuous losses since 2021, despite achieving a net profit of 426 million RMB in 2020 [4]. Strategic Initiatives - To facilitate its transformation, Baosheng E-commerce's CEO has implemented two key measures: omnichannel collaboration and technology empowerment, with significant investments in AI technology to enhance operational efficiency [5]. - The company has engaged in multi-channel cooperation, with emerging channels like JD.com and Douyin showing double-digit growth [5]. Market Sentiment - Capital markets appear to lack patience for the company's transformation efforts, with several institutional shareholders, including Alibaba, reducing their holdings since 2024, leading to a 20% decline in the company's stock price from its peak in 2024 [5]. - Analysts express concerns regarding the ability of GAP China to meet its turnaround commitments and whether the decline in traditional e-commerce business can be halted [5].