Build an Inve Case for BZUN → Read the full call →
Baozun (BZUN) earnings
Baozun earnings: last reported Thu, 27 Aug 2026, for the quarter ended Jun 2026.
Baozun earnings callsBaozun earnings calls (BZUN)
Latest concall · Q2 2026 · call held call held 27 Aug 2026
Baozun Q2 FY26 — Raised 2028 Profit Target and Strong BBM Performance
What went well
- Group revenue grew 7% to RMB 2.7 billion.
- Non-GAAP operating income reached RMB 74 million, a year-over-year improvement of 25%.
- BBM sustained strong brand momentum, delivering 22% year-over-year top line growth.
What to watch
- BEC product sales revenue decreased by 10% year-over-year to RMB 541 million as the company prioritized business quality.
- Strategic decision to scale back participation in certain product sales categories due to intense price competition and lower margins.
Performance −24.3% 1Y
1Y: $4.04 on 29 Sept 2025 → $3.06. High $4.14 (1 Oct 2025), low $2.1 (27 Mar 2026).
Balance sheet
| Year ending | Dec 2020 | Dec 2021 | Dec 2022 | Dec 2023 | Dec 2024 | Dec 2025 |
|---|---|---|---|---|---|---|
| Reserves | $145.90M | $66.71M | -$33.08M | -$71.35M | -$94.78M | -$133.55M |
| Total liabilities | $663.92M | $916.05M | $644.63M | $651.10M | $606.42M | $600.53M |
| Fixed assets | $65.91M | $102.45M | $100.69M | $119.88M | $112.64M | $108.49M |
| Investments | $222.04M | — | $129.82M | $101.48M | $174.21M | $249.82M |
| Total assets | $1.61B | $1.93B | $1.47B | $1.48B | $1.40B | $1.39B |
How to read this
As filed on each reporting date, including interim balance sheets. A line the company does not report — deposits for a non-lender, for instance — is left out rather than shown as a row of dashes.
Insider filings
49 filings between Mar 31, 2026 and Sep 21, 2026.
Open market
decisions to buy or sellPurchases
$1.56M
47 purchases by 2 insiders
Sales
None
No insider sold shares.
Compensation
not trading decisions- 2
- Option exercise — converted options into shares
Who traded
open market only| Insider | Bought | Sold | Last filing |
|---|---|---|---|
| Qiu Wenbin | $940.8K | — | Sep 21, 2026 |
| Wu Junhua | $616.0K | — | Sep 15, 2026 |
Latest filings (49)
| Date | Insider | What | Shares | Value |
|---|---|---|---|---|
| Sep 21, 2026 | Qiu Wenbin Chief Executive Officer | Purchase | 6,900 | $19.7K |
| Sep 18, 2026 | Qiu Wenbin Chief Executive Officer | Purchase | 7,000 | $20.2K |
| Sep 17, 2026 | Qiu Wenbin Chief Executive Officer | Purchase | 7,100 | $20.2K |
| Sep 16, 2026 | Qiu Wenbin Chief Executive Officer | Purchase | 7,300 | $20.0K |
| Sep 15, 2026 | Wu Junhua Chief Strategy Officer | Purchase | 13,900 | $37.9K |
| Sep 15, 2026 | Qiu Wenbin Chief Executive Officer | Purchase | 7,300 | $19.9K |
| Sep 14, 2026 | Qiu Wenbin Chief Executive Officer | Purchase | 7,300 | $20.0K |
| Sep 2, 2026 | Wu Junhua Chief Strategy Officer | Purchase | 13,500 | $38.5K |
| Aug 28, 2026 | Yu Bin Helen Director | Option exercise | 5,603 | $0 |
| Jun 30, 2026 | Ye Changqing Director | Option exercise | 17,269 | $0 |
| Jun 24, 2026 | Wu Junhua Chief Strategy Officer | Purchase | 29,000 | $82.7K |
| Jun 22, 2026 | Qiu Wenbin Chief Executive Officer | Purchase | 10,000 | $28.1K |
| Jun 18, 2026 | Qiu Wenbin Chief Executive Officer | Purchase | 10,000 | $27.7K |
| Jun 17, 2026 | Wu Junhua Chief Strategy Officer | Purchase | 18,500 | $52.5K |
| Jun 17, 2026 | Qiu Wenbin Chief Executive Officer | Purchase | 10,000 | $28.3K |
| Jun 16, 2026 | Qiu Wenbin Chief Executive Officer | Purchase | 10,000 | $27.2K |
| Jun 15, 2026 | Qiu Wenbin Chief Executive Officer | Purchase | 10,000 | $27.9K |
| Jun 12, 2026 | Qiu Wenbin Chief Executive Officer | Purchase | 10,000 | $27.2K |
| Jun 11, 2026 | Wu Junhua Chief Strategy Officer | Purchase | 18,000 | $48.4K |
| Jun 11, 2026 | Qiu Wenbin Chief Executive Officer | Purchase | 10,000 | $26.7K |
| Jun 10, 2026 | Qiu Wenbin Chief Executive Officer | Purchase | 10,000 | $26.4K |
| Jun 9, 2026 | Qiu Wenbin Chief Executive Officer | Purchase | 10,000 | $27.2K |
| Jun 8, 2026 | Qiu Wenbin Chief Executive Officer | Purchase | 10,000 | $27.7K |
| Jun 5, 2026 | Qiu Wenbin Chief Executive Officer | Purchase | 10,000 | $26.5K |
| Jun 4, 2026 | Qiu Wenbin Chief Executive Officer | Purchase | 10,000 | $26.7K |
| Jun 3, 2026 | Qiu Wenbin Chief Executive Officer | Purchase | 10,000 | $26.3K |
| Jun 2, 2026 | Qiu Wenbin Chief Executive Officer | Purchase | 10,000 | $26.9K |
| Jun 1, 2026 | Qiu Wenbin Chief Executive Officer | Purchase | 10,000 | $27.3K |
| Jun 1, 2026 | Wu Junhua Chief Strategy Officer | Purchase | 20,000 | $54.0K |
| May 29, 2026 | Qiu Wenbin Chief Executive Officer | Purchase | 10,000 | $25.7K |
| May 28, 2026 | Qiu Wenbin Chief Executive Officer | Purchase | 10,000 | $25.6K |
| May 28, 2026 | Wu Junhua Chief Strategy Officer | Purchase | 19,500 | $49.9K |
| May 27, 2026 | Qiu Wenbin Chief Executive Officer | Purchase | 10,000 | $25.8K |
| May 26, 2026 | Wu Junhua Chief Strategy Officer | Purchase | 10,000 | $25.5K |
| May 26, 2026 | Qiu Wenbin Chief Executive Officer | Purchase | 10,000 | $25.5K |
| Apr 17, 2026 | Qiu Wenbin Chief Executive Officer | Purchase | 16,000 | $50.2K |
| Apr 16, 2026 | Qiu Wenbin Chief Executive Officer | Purchase | 17,500 | $49.7K |
| Apr 15, 2026 | Qiu Wenbin Chief Executive Officer | Purchase | 11,000 | $29.8K |
| Apr 14, 2026 | Qiu Wenbin Chief Executive Officer | Purchase | 11,500 | $30.2K |
| Apr 13, 2026 | Qiu Wenbin Chief Executive Officer | Purchase | 12,100 | $30.0K |
| Apr 13, 2026 | Wu Junhua Chief Strategy Officer | Purchase | 11,084 | $27.6K |
| Apr 10, 2026 | Wu Junhua Chief Strategy Officer | Purchase | 5,372 | $12.9K |
| Apr 10, 2026 | Qiu Wenbin Chief Executive Officer | Purchase | 12,400 | $30.1K |
| Apr 9, 2026 | Qiu Wenbin Chief Executive Officer | Purchase | 11,650 | $30.1K |
| Apr 8, 2026 | Wu Junhua Chief Strategy Officer | Purchase | 30,886 | $78.5K |
| Apr 8, 2026 | Qiu Wenbin Chief Executive Officer | Purchase | 11,600 | $29.9K |
| Apr 7, 2026 | Qiu Wenbin Chief Executive Officer | Purchase | 12,000 | $30.1K |
| Apr 2, 2026 | Wu Junhua Chief Strategy Officer | Purchase | 30,000 | $74.0K |
| Mar 31, 2026 | Wu Junhua Chief Strategy Officer | Purchase | 14,000 | $33.6K |
Source: SEC Form 4 filings. Form 4 reports transactions, not the cap table — absence of filings says nothing about how much an insider owns, and a quiet window is not a signal.