Baozun delivered a 4.8% increase in revenue and improved its adjusted operating income across both E-Commerce and Brand Management. Despite a net loss, the company showed signs of financial discipline and strategic progress.

Baozun delivered $356.3M in revenue with a net loss of $4.7M in Q2 2025. While E-Commerce showed improving operational efficiency, Brand Management saw strong topline growth driven by the GAP brand.

In Q1 2025, Baozun grew revenue to $284.5 million, up 4.3% year-over-year. Despite gains in Brand Management, the company posted a $8.7 million net loss and a negative 4.1% operating margin. E-Commerce shifted from profit to loss, while Brand Management narrowed losses.

Baozun delivered a solid performance in Q4 2024 with $410.2 million in revenue, a 7.7% increase compared to last year. Net income turned positive with $20,000, and non-GAAP net income rose to $6.3 million. Operating income reached $10 million, while non-GAAP operating income was $14.2 million, reflecting improved efficiency and cost optimization measures.