Financial Data and Key Metrics Changes - Baozun Group achieved a total net revenue of RMB2.1 billion for Q1 2025, representing a 4.3% year-over-year increase [13] - E-commerce revenue grew slightly by 1.4% to RMB1.7 billion, while brand management revenue rose by 23% to RMB387 million [13] - The blended gross margin for product sales at the group level was 32.4%, with gross profit increasing by 18.9% year-over-year [15] Business Line Data and Key Metrics Changes - E-commerce product sales revenue increased by 7.3% year-over-year to RMB423 million, driven by strong performance in new categories [14] - Gross margin for e-commerce product sales expanded to 15%, a 130 basis point improvement compared to 13.7% a year ago [15] - Brand management (BBM) achieved 23% year-on-year sales growth, with a gross margin of 51.6% [25][31] Market Data and Key Metrics Changes - The home appliance and consumer electronics categories are performing well, supported by government subsidies [38] - Luxury and fashion apparel categories are also gaining traction, with strong performance noted during promotional campaigns [60] Company Strategy and Development Direction - The company is focused on enhancing its omni-channel capabilities and leveraging technology and AI applications for operational efficiency [9][19] - Baozun plans to open three new stores in major cities to capitalize on growth momentum [11] - The company aims to balance scale expansion with profitability, targeting the opening of 50 new stores in 2025 [46] Management's Comments on Operating Environment and Future Outlook - Management expressed confidence in the ongoing transformation and strategic initiatives, emphasizing a focus on long-term value creation [11] - The company is cautiously optimistic about onboarding new brands due to the current macroeconomic situation [55] Other Important Information - Baozun published its 2024 sustainability report, achieving a 36% reduction in Scope 1-2 carbon emissions compared to the base year 2021 [17] - The company received multiple awards for its content creation efforts at the Alibaba Ecosystem Conference [22] 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 strong early results and improved conversion rates compared to last year [35][37] Question: Updates on BBM strategy and potential acquisitions - The strategy for Gap includes enhancing product marketing and balancing local assortments with global products, with plans to open new stores [43][46] - The company is cautious about acquiring new brands but sees potential synergies between existing brands [55] Question: Key drivers behind strong performance in apparel and sports categories - The apparel and sportswear categories are benefiting from targeted marketing and consumer segmentation strategies [60][62] Question: Integration opportunities between BBM and BEC during the 6.18 campaign - The integration allows for better resource management and responsiveness to platform needs, enhancing overall performance [63]