Baozun Q1 2026 Earnings Report

Baozun EPS Results

• Actual EPS: $0.00
• Consensus EPS: N/A
• Beat/Miss: N/A
• One Year Ago EPS: N/A

Baozun Revenue Results

• Actual Revenue: $345.35 million
• Expected Revenue: N/A
• Beat/Miss: N/A
• YoY Revenue Growth: N/A

Baozun Announcement Details

• Quarter: Q1 2026
• Date: 5/15/2026
• Time: Before Market Opens
• Conference Call Date: Wednesday, May 20, 2026
• Conference Call Time: 7:30AM ET

Baozun (NASDAQ:BZUN) is a leading pure-play e-commerce solutions provider based in Shanghai, China. The company specializes in helping global and domestic brands establish and manage their online stores across major Chinese platforms, including Tmall, JD.com, and WeChat. By offering a one-stop service model, Baozun enables brand owners to outsource the complexities of digital retail operations and focus on product development and customer engagement.

The company’s suite of services encompasses store design and setup, digital marketing and promotion, technology integration, order fulfillment, warehousing and logistics, customer care, and data analytics. Baozun’s proprietary IT infrastructure and in-house operations teams work to optimize online merchandising, enhance user experience, and drive sales conversions. Through its end-to-end approach, Baozun helps partners navigate the dynamic e-commerce landscape and adhere to evolving regulatory requirements.

Founded in 2007, Baozun has grown alongside the rapid expansion of China’s online retail market. The firm went public on the Nasdaq Global Select Market in 2015, marking a milestone in its international development. Over the years, Baozun has served clients across consumer electronics, beauty and personal care, apparel and footwear, and other fast-moving consumer goods categories. Its brand roster has included well-known names such as Nike, Sony, L’Oréal and Microsoft, among others.

Baozun is led by a management team with extensive experience in digital commerce, brand management and supply chain operations. By combining local market expertise with global best practices, the company aims to support brand partners in achieving scalable growth and sustained competitive advantage within China’s vast e-commerce ecosystem.

Baozun Q1 2026 Earnings Call Transcript

Key Takeaways

• Positive Sentiment: Q1 2026 results were strong across the board, with group revenue up 15% year over year to RMB 2.4 billion and non-GAAP operating income turning positive at RMB 8 million versus a RMB 67 million loss a year ago.
• Positive Sentiment: BEC returned to sustainable growth and profitability, as revenue rose 10% and non-GAAP operating income improved to RMB 13 million from a RMB 46 million loss last year. Management emphasized better revenue quality, higher margins, and improved inventory efficiency.
• Positive Sentiment: BBM accelerated sharply, with revenue up 39% year over year and its second consecutive break-even quarter on a GAAP basis. Management said growth was driven by Gap, stronger traffic and conversion, and better inventory control.
• Positive Sentiment: Working capital efficiency improved materially, with working capital turnover days falling to 109 from 193 a year ago and inventory turnover shortening to 113 days from 185 days. Cash and short-term investments remained solid at RMB 2.9 billion.
• Neutral Sentiment: Management expects continued momentum into coming quarters, citing a strong 618 campaign setup, ongoing AI-driven efficiency gains, and a more cautious but selective approach to new brand acquisitions. They said the company is targeting over 20% growth for BBM in 2026 and sees further margin improvement from BEC/BBM synergies.

Presentation

[Operator]

Good morning, ladies and gentlemen, and thank you for standing by for Baozun's first quarter 2026 earnings conference call. At this time, all participants are in listen only mode. After management's prepared remarks, there will be a question and answer session. As a reminder, today's conference call is being recorded. I would now like to turn the call over to your host for today's call, Ms. Wendy Sun, Senior Director of Corporate Development and Investor Relations of Baozun. Please proceed, Wendy.

[Wendy Sun, Senior Director of Corporate Development and Investor Relations at Baozun]

Thank you, operator. Hello, everyone, and thank you for joining us today. Our first quarter 2026 earnings release was distributed earlier before this call, and is available on our IR website at ir.baozun.com, as well as on PR Newswire services. We have also posted a PowerPoint presentation that accompanies our comments to the same IR website, where they are available for download. On the call today from Baozun, we have Mr. Vincent Qiu, Chairman and Chief Executive Officer, Ms. Catherine Zhu, Chief Financial Officer, Mr. Junhua Wu, Director and Chief Strategy Officer of Baozun Group, and Mr. Ken Huang, Chief Financial Officer of Baozun Brand Management. Ms. Qiu will share first stage about our business strategy and company highlights. Ms. Zhu will then discuss our financials, followed by Mr. Wu and Mr. Huang, who will share more regarding our e-commerce and brand management segment respectively.

[Wendy Sun, Senior Director of Corporate Development and Investor Relations at Baozun]

They will all be available to answer your questions during the Q&A session that follows. Before we begin, I would like to remind you that this conference call contains forward-looking statements within the meaning of the U.S. Securities Act of 1933 as amended, the U.S. Securities Exchange Act of 1934 as amended, and the U.S. Private Securities Litigation Reform Act of 1995. These forward-looking statements are based upon management current expectations and current market and operating conditions, and relates to events that involve known or unknown risk, uncertainties, and other factors, all of which are difficult to predict and many of which are beyond the company's control, which may cause the company's actual results to differ materially from those in the forward-looking statements.

[Wendy Sun, Senior Director of Corporate Development and Investor Relations at Baozun]

Further information regarding these and other risks, uncertainties or factors is included in the company's filings with the U.S. Securities and Exchange Commission, and its announcement, notice, or other documents published on the website of The Stock Exchange of Hong Kong Limited. All information provided in this call is as of the date hereof, and is based upon assumptions that the company believes to be reasonable as of this date. The company does not undertake any obligation to update any forward-looking statements except as required under applicable law. Finally, please note that unless otherwise stated, all figures mentioned during this conference call are in RMB. You may now turn to slide two for the executive highlights for the quarter. It is now a pleasure to introduce my Chairman and Chief Executive Officer, Mr. Vincent Qiu. Vincent, please go ahead.

[Vincent Qiu, Chairman and CEO at Baozun]

Thank you, Wendy. Hello, everyone, and thank you for joining us. Q1 2026 was solid throughout. We achieved growth across every key metric, revenue, profitability, and working capital tenure efficiency. For the quarter, group revenue grew 15% year-over-year to RMB 2.4 billion. Non-GAAP operating income turned profitable at RMB 8 million, a significant improvement compared to a loss of RMB 67 million a year ago. Both business lines delivered solid growth in top line and bottom line. Importantly, these are not just financial improvements. They reflect notable progress in sales quality, profitability, and cash generation across both engines. BEC resumed the sustainable top line growth this quarter with a 10% year-over-year revenue increase. Compared with scale, what is even more critical is actually the quality of this growth.

[Vincent Qiu, Chairman and CEO at Baozun]

We will continue to prioritize our revenue streams towards enhancing business quality, refining service satisfaction, and ultimately improving overall profitability. With growing synergies with BBM and integration of this brand management mindset, we aim to engage more deeply with our clients, understand their businesses at a gradual level, and collaborate closely to drive sustainable growth. BBM delivered acceleration this quarter with revenue up 39% year-over-year and continued improvement in profitability. GAAP reached operating break-even for the second consecutive quarter. This is especially impressive given the relatively smaller seasonal cycle in the first quarter. We believe this performance is a testament to our methodologies in MMC, merchandising, marketing and channel. We will continue to leverage this proven approach to nurture smaller niche brands within our portfolio to expand our addressable market.

[Vincent Qiu, Chairman and CEO at Baozun]

The strong Q1 results bolster our confidence in the full year outlook, and more importantly, in our ability to excel during the acceleration phase of our business transformation over the next three years. Our two engines are each playing distinct yet reinforcing roles. BEC is not simply resuming growth, it is becoming a higher quality and a value-driven business. Meanwhile, BBM is accelerating with GAAP on a clear path towards 2026 annual operating break-even. Both engines are performing in sync and operating synergy is beginning to emerge, opening up broader development opportunities and unlocking new growth potential for our company. Now I'll hand over the call to the team for a deeper dive in our financials and business performance.

[Catherine Zhu, CFO at Baozun]

Thanks, Vincent, and hello, everyone. Let me provide a more detailed overview of financial results for the first quarter of 2026. Please turn to slide number three. Baozun Group's total net revenues for the first quarter of 2026 increased by 15% year-over-year to RMB 2.4 billion. Of this total, e-commerce revenue grew by 10% to RMB 1.9 billion, while brand management revenue grew by 39% to RMB 538 million. Breaking down e-commerce revenue by business model. Services revenue increased 7% year-over-year to RMB 1.4 billion, while BEC product sales revenue increased by 21% year-over-year to RMB 510 million. Please turn to slide number four.

[Catherine Zhu, CFO at Baozun]

From a profitability perspective, gross profits for product sales increased by 33.6% year-over-year to RMB 350 million for the quarter. Our group level blended gross margin for product sales was 33.5%, representing an expansion of 110 basis points year-over-year. Within this, gross margin for e-commerce product sales expanded to 15.9%, reflecting a 98 basis point improvement from 15% a year ago. Gross margin for BBM was 50% for the quarter, compared with 51.6% in the same period of last year. Now please turn to slide number five for a walkthrough of our OPEX. Sales and marketing expenses increased by RMB 93 million to RMB 893 million.

[Catherine Zhu, CFO at Baozun]

This included an increase of RMB 43 million for BEC, which was mainly due to higher spending on creative content and market initiatives on Douyin and VANOAD, consistent with growth in digital marketing revenue. BBM sales and marketing expenses increased by RMB 56 million, mainly driven by the expansion of offline stores and marketing activities in the quarter. Fulfillment costs for the quarter decreased slightly by 1% to RMB 590 million, reflecting our ongoing efforts in cost optimization. Technology and content expenses increased by 7% to RMB 125 million, primarily due to more revenue contribution from technology monetization. G&A expenses decreased by 4% to RMB 164 million, reflecting our continued focus on cost control and operational efficiency. Turning to bottom line items, please refer to slide number six.

[Catherine Zhu, CFO at Baozun]

During the quarter, our non-GAAP income from operations was RMB 8 million, compared to a non-GAAP loss from operations of RMB 67 million in the same period of last year. BEC's adjusted non-GAAP income from operations was RMB 13 million, significantly improved from loss of RMB 46 million a year ago. BBM reported a non-GAAP operating loss of RMB 4.9 million, compared with a loss of RMB 21.1 million a year ago. Lastly, with the growing significance of our distribution business across both operating segments, we would like to share key metrics related to capital turnover efficiency and inventory turnover days, first enhancing our transparency and accountability. For the first quarter of 2026, our working capital turnover improved to 109 days, compared with 193 days a year ago.

[Catherine Zhu, CFO at Baozun]

Within this, inventory turnover shortened to 113 days from 185 days a year ago. This improvement was driven by both BEC and the BBM segments. As of March 31, 2026, our cash equivalents, restricted cash and short-term investments totaled RMB 2.9 billion. Let me now pass the call over to Junhua to update you on BEC, our e-commerce business.

[Junhua Wu, Director and Chief Strategy Officer at Baozun Group]

Thanks, Catherine, and hello, everyone. BEC delivered a solid first quarter, with revenue growing 10% year-over-year and non-GAAP operating income of RMB 13 million, a meaningful turnaround from a non-GAAP operating loss of RMB 46 million in the same period last year. This performance reflects both a return to sustainable growth and a meaningful progress on a broader priority of improving revenue quality and expanding margins. Please turn to slide number seven. Our product sales revenue grew 21% year-over-year, with broad-based growth across all key categories, benefiting from both deeper and relationships that improves execution on major platforms. It is encouraging to see apparel product sales deliver high double-digit growth as our efforts expanding to non-standard categories begin to scale. We continue to deepen our engagement with brand partners in refining go-to-market strategies through channel diversification and merchandising segmentation.

[Junhua Wu, Director and Chief Strategy Officer at Baozun Group]

We are pleased to have achieved not only healthy top line growth and product sales, but also improvements in gross margin and inventory efficiency. Please turn to slide number eight. Services revenue from the quarter grew 7% year-over-year, led by digital marketing and IT solutions, as well as online store operations. We continue to gain market share in key categories like luxury, sports, and outdoor, reflecting the depth and trust of brand partnerships in these high-value segments. In the recently disclosed 2025 annual rating rewards, we were recognized across major marketplaces as top-tier service provider, achieving a grand slam of awards across all platforms. These recognitions including Tmall 6-star service provider, JD.com Excellence Partner, Douyin Diamond Service Provider, Tencent Qianyu certified excellent partner and Weimob e-commerce operation partner, reflecting our expanding ability to activate brands across an increasingly complex multi-channel landscape.

[Junhua Wu, Director and Chief Strategy Officer at Baozun Group]

Returning to growth is only part of the story. We are equally focused on the quality of that growth. We have begun conducting comprehensive profitability and productivity analysis across service layers, business models, and margin continuous by revenue stream. With the explicit goal of concentrating on higher value work while reducing exposure to lower ROI services, gross margin improvement is an active priority across both our product sales and service business. We continue to focus on strengthening our bottom line. To support this, we are rolling out enterprise-wide lean initiatives to drive operational agility and cost optimization while scaling the adoption of AI tools across functions to unlock higher productivity. The improvement in quality non-GAAP operating income from a loss of RMB 46 million to a profit of RMB 13 million is an early and tangible signal of this progress.

[Junhua Wu, Director and Chief Strategy Officer at Baozun Group]

Multiple AI power tools have already been deployed across daily operations. We are expected to drive meaningful and efficiency gains. We also have several initiatives aimed at restructuring and re-engineering our end-to-end operational process, creating even greater opportunities to capitalize on fast-moving AI advancements. We are encouraged by BEC's first quarter results. Looking ahead, our focus remaining on deepening client relationships, driving service innovation, and continuously improving operational excellence and the margin quality within this business. I'll pass to Ken for an update on Baozun Brand Management.

[Ken Huang, CFO of Baozun Brand Management at Baozun Brand Management]

Thank you, Junhua, and hello, everyone. Please turn to slide number nine for BBM's performance in the first quarter of 2026. BBM carried its strong momentum into the first quarter, with revenue growing 39% year-over-year. We also achieved a significant improvement in the bottom line, with GAAP delivering its second consecutive break-even quarter in non-GAAP operating profits. More encouragingly, the solid growth was driven by gains across key operating metrics, including traffic, conversion, and the average transaction value. Leveraging our omni-channel capabilities and the agile integration, Gap achieved record same-store sales growth in the 20s in first quarter. Gross margin remained healthy at 50% with optimized commercial strategy during the Spring Festival to maximize traffic and conversion during the peak window.

[Ken Huang, CFO of Baozun Brand Management at Baozun Brand Management]

Inventory management also improved significantly with BBM inventory turnover reduced to 114 days from 157 days a year ago. Now let me share our key initiatives around merchandising, marketing and the channel for Gap during the quarter. Merchandising, our ability to blend the Gap's American casual aesthetic with locally appealing features is connecting strongly with our target consumers. Our online segmentation strategy also moved beyond price-driven initiatives toward a more fashion-forward and tailored assortment, an increasingly important driver of our online growth. Underpinning both is improved internal alignment. Our merchandising design and product development teams have operated in close coordination for several quarters, translating to tighter supply chain execution, stronger vendor relationships, and more consistent cost management. Marketing. Our Q1 campaign strategy reflected a display in the seasonal sequencing.

[Ken Huang, CFO of Baozun Brand Management at Baozun Brand Management]

During Chinese New Year, we activated our Peking Opera collaboration, a new tradition of classical opera, reinterpreting traditional aesthetics through modern design. This marked our second consecutive CNY anchored by a major culture IP following the Forbidden City collaboration in first quarter of 2025. In mid-March, we launched our spring women's campaign, Flow in the GAP, in collaboration with dance artist Xie Xin. Through expressive movement and storytelling, the campaign explores themes of self-expression and personal growth among modern women. In fact, the women's division was the standout performer during the quarter. Channels. Following the successful launch of new stores featuring enhanced visual merchandising and upgraded store image in the fourth quarter, we remodeled and upgraded two additional stores in Beijing Florentia Village and the Shine Hills in Q1.

[Ken Huang, CFO of Baozun Brand Management at Baozun Brand Management]

We also combined the charm of traditional Chinese aesthetics with contemporary culture in our newly launched flagship store at the Taikoo Li Sanlitun, creating a unique and engaging shopping experience. The grand opening not only drove strong foot traffic, but also generated a significant social buzz. We remain on track to deliver our full year target of 50 new Gap stores openings, including about 10 new stores planned in Q2. Looking beyond the quarter, our April brand ambassador campaign with Cheng Yi, Moving Forward in Gap, continued to outperform. This gives us strong confidence in the momentum and reaffirms the power of well-executed China for China storytelling. Our partnership with Gap Inc. continues to strengthen, including the Victoria Beckham collaboration launched recently and additional IP collaborations planned for the second half of this year.

[Ken Huang, CFO of Baozun Brand Management at Baozun Brand Management]

With double-digit top-line growth on track, a second consecutive break-even quarter delivered, we are well-positioned to achieve our full year target. That concludes our prepared remarks. Thank you. Operator, we are now ready to begin the Q&A session.

[Operator]

Yes. Thank you. We will now begin the question-and-answer session. To ask a question, you may press star then one on your telephone keypad. If you are using a speakerphone, please pick up your handset before pressing the keys. Any time your question has been addressed and you would like to withdraw it, please press star then two. Now we will pause momentarily to assemble the roster. The first question comes from Frank Tao with CMBI.

[Frank Tao, Analyst at CMBI]

Yeah, thank you. Hi, management. Congrats on the solid set of results. Actually help us unpack the drivers behind the strong revenue growth of your BBM business, and how should we think about growth trajectory in the coming quarters? Thank you.

[Ken Huang, CFO of Baozun Brand Management at Baozun Brand Management]

The major driver for BBM growth in first quarter is from Gap. Also I think from the consumption's environment in Q1 because of the effect of winter sale of the Spring Festival and also the climate change, it helps drive more traffic as we expected. The overall increase objective for us in 2026 is over 20%. In the first quarter, we achieved 39%. In the coming quarters, we are confident to deliver the twenties increase continuously.

[Frank Tao, Analyst at CMBI]

Thank you.

[Operator]

Thank you. The next question comes from Vicky Wei with Citi.

[Vicky Wei, Analyst at Citi]

Thanks management for taking my question. My question is mostly related to consumption sentiment and the 618. Would management share your observation on the current consumption sentiment and the 618 preparation of brands? What is your expectations for that? Lastly, would you please share some latest update about Gap performance and margin trend? Thank you.

[Junhua Wu, Director and Chief Strategy Officer at Baozun Group]

Okay, this is Junhua. Let me answer your first two questions. First one is regarding the consumer sentiment. We had a strong Q1 that was due to we had a late CNY, and we had a longer period of the Queen's Day. For the Q1, we had a very strong finish on the first quarter, and we foreseen the consumer sentiment is growing faster. For the 618 preparation, actually we are in the progress of the 618 right now. Tonight is the night for the second big wave of second campaign. We are looking forward to also foreseeing a strong finish of 618 this time. Thank you.

[Ken Huang, CFO of Baozun Brand Management at Baozun Brand Management]

For Gap's margin, for Gap it's our objective is still to keep a relatively stable gross margin during the year. Try to increase the scale effect through both online and offline channels, as well as the BBM headquarters. By this scale effect, the result is trying to keep improving the store level contribution margin and also in the end of the overall operating margin. Our current performance is on track and also our current expansion plan is also on track. Thank you.

[Vincent Qiu, Chairman and CEO at Baozun]

This is Vincent. Some more words on this on the margin trend. Actually, in general, the business is contributed by two parts, BEC and BBM. You can see that BBM with a higher margin right now is contributing more growth to the total business. We can expect the whole business, the margin trend will be improved in the coming quarters. That is what we are expected. Along with the synergy in between BEC and BBM, this give us more opportunities working with our existing brands in BEC portfolio, which can give us more, you know, potentials to generate more margin. That is also a good thing for, you know, general margin trend. Thank you.

[Operator]

Thank you. The next question comes from Jiawei Yin of CITIC.

[Jiawei Yin, Analyst at CITIC]

Good evening, management. Thank you for taking my questions. Congratulations on this quarter's strong performance. I have two questions. The first is regarding BEC. As growth rates across different e-commerce platforms converge, what new trends are emerging in brands marketing budget allocation across different channels? What impact does this have on the company's service pricing and the bargaining power? My second question is regarding BBM. In the chairman's letter to shareholders, the company mentioned that it will be very cautious about new brand acquisitions. Could you elaborate on the specific screening criteria such as category positioning, business scale, profitability level, and/or deal structure? Thank you.

[Junhua Wu, Director and Chief Strategy Officer at Baozun Group]

Okay, this is Junhua. Let me answer your first question. In terms of the platform allocation between different platform in terms of the marketing budget. Both platforms and the brands are maintain a relatively the same CMRTR rate. We don't have see any significant kind of shipment or movement about the budget allocation. In terms of the spending, the most of brand are switching a little bit from the traditional performance marketing to the content-driven platform, like RedNote, like seeding platform, like creating a lot of creative content, you know, facilitated by the AI and powered by Baozun. We realized that this kind of new allocation tends to moving from a traditional performance traffic driving to transaction, to setting up an emotion linkage before making transactions based on the content-driven.

[Junhua Wu, Director and Chief Strategy Officer at Baozun Group]

This is the overall kind of the trend we're foreseeing for leading brands in different categories. For those kind of the impacts does our company, as a service provider, which has the bargaining power, is we can provide an end-to-end solutions for all those brands in terms of content creating and the performance marketing. If the brands are dedicated everything to Baozun, we are able to help them to allocate from the oversight to see how do you allocate the overall budget from performance marketing, to content-driven, to RedNote, to RedNote, and then to back to the CPS, et cetera. We can leverage from the omni-channel perspective to use their money wisely. Thank you.

[Vincent Qiu, Chairman and CEO at Baozun]

Vincent here. Let me talk about the brand acquisition sub-processes. I, the letter is written by me, not AI, so I can clearly remember this sentence. In the past three years, I think we have already forged a model, a new model of the development of Baozun. Right now, the model, we are going to next phase, which is the acceleration phase. Talking about the standards when we talk about the new brands to work with, I think the scale is quite important 'cause we want to accelerate. We want to harvest what they have, what we have built in the past. You know, talking about the scale, we want the bigger scale opportunities.

[Vincent Qiu, Chairman and CEO at Baozun]

Category wise, we of course, we focus on fashion apparel, which we can utilize the experiences we get from the Gap operation process. That is a category. Also, we want the new opportunities to bring us profit immediately 'cause we think we right now a lot of opportunities, you know, emerges in the market. We are in a very good position in talking with this kind of potential opportunities. 'Cause Baozun's model today is very unique and very valuable. No one today, or maybe just very, very few ones who can do MMC from our industry. 'Cause in the past, you know, talking about the e-commerce service sector, we only operate the online channel for brands.

[Vincent Qiu, Chairman and CEO at Baozun]

Right now, channel, we can do both online and offline, and the channel is only one, you know, factor in the MMC methodology. Right now, we know how to do merchandising, how to do marketing, how to do the channel business together. In this position, where we will be very unique and valuable to all the potential, you know, brands within the BEC portfolio and outside brands. Our position is so good, so we can have good opportunities. Our standard will be very high. Yeah. At least what we say, you know, we will be very cautious. Thank you.

[Jiawei Yin, Analyst at CITIC]

Thank you.

[Operator]

Thank you. Once again, please press star then one if you would like to ask a question. The next question comes from Chris Cao with Huatai Securities.

[Chris Cao, Analyst at Huatai Securities]

Hi management. Thank you for taking my question. I have two questions. The first one is regarding the AI technology. With the advancement of AI technology, are there any ongoing changes to our service systems and mechanisms for merchants during major promotion events or in our daily operations? In the long run, how do we view the impact of AI on the key competitive factors in the e-commerce industry? How will the company seize the opportunities and tackle the challenges presented by this shift? The second question is about the trend in the recent sale. We see that the growth rate of overall online retail sales saw a month-on-month decline in April, with the growth of social retail sales data for apparel also narrowing sequentially.

[Chris Cao, Analyst at Huatai Securities]

How will our e-commerce business and the brand management business respectively leverage our strength to sustain our far growth momentum that outperforms the whole market? Thank you.

[Junhua Wu, Director and Chief Strategy Officer at Baozun Group]

Okay. Let me ask your first question and first half of the second question. In terms of the AI, we're leveraging AI mostly focused on our bottom line efficiency. We know that we have a lot of AI agent which can do automatically a lot of job in terms of saving human powers. Right now we have a dedicated team in Baozun E-Commerce services segment to really just leverage a lot of AI technology like large scale mode and AI agent to increasing our efficiency like digital asset management, like customer service, and like a lot of kind of the automation work we used to use a lot of intense labor.

[Junhua Wu, Director and Chief Strategy Officer at Baozun Group]

In terms of the top line, we haven't realized that the current public service of AI can really help us to do a creative job because they are learning business mode. We leveraging those large scale mode on a top line, more focused on to facilitate our operation team to make decisions. Like collecting a lot of competitors' data, digital analytics, and forming a lot of data formats and giving us a lot of kind of the suggestions based on their learning and their data. That's more focused on the facilitate our top line growing. In the long run that we will closely work with the large platform like Tmall and the other platform, Alibaba and the other platform, to leveraging their public services, even if they can provide a closed loop like a GEO kind of services within their ecosystem.

[Junhua Wu, Director and Chief Strategy Officer at Baozun Group]

We also will keep maintenance about our in-house system, upgrading our backbone systems based on our AI. Hopefully we can share you more the end of next year. Thank you. The second half of the second question is, in terms of the full overall business, for online business we haven't seen a big drop of our online business. The April business are still maintained the same within our budget. Because this is also the beginning of a pre-warm stage before the 618 period. We can realize that a lot of our brands, they are saving their budgeting, and they are saving their assortment allocation for the 618. The 618 kind of campaign has a longer period than last year.

[Junhua Wu, Director and Chief Strategy Officer at Baozun Group]

We can realize that within that kind of saving until right now, I mean, the beginning of May, we really just see a big growth compared to the last year in this, in the beginning of the 618 campaign. Today is also the first wave of the 618 campaign. We're forward to see the strong finish will be happening this year for 618. That's from the online perspective.

[Ken Huang, CFO of Baozun Brand Management at Baozun Brand Management]

For BBM, I think we have proved in Q1 that our alpha grow momentum with a very high growth rates. Even in April, we still continue to keep the growing trend. Not only from online, but also from offline, through our well-planned marketing activities and our merchandise plan. For BBM, because we first we have Gap target mass market with attractive price range. We also have Hunter, Sweaty Betty, which target different market segments. I think the BBM, our strength is not to use up any brand value, but try to increase the brand value in the same time of increasing the scale.

[Ken Huang, CFO of Baozun Brand Management at Baozun Brand Management]

We have, after three years, we have already deep understanding of online/offline channels. Our faster reaction to the market changes. We also build up strong supply chain of anywhere woven and denim. We also have approved ability in MMC model. All of these will help us try to meet the consumers needs. I think in the end it's better understand brands, better understand the consumers, and then you gain your alpha growth momentum. Thank you.

[Operator]

Thank you. The next question comes from Thomas Chong with Jefferies. Go ahead, Thomas, your line is live. Jefferies?

[Thomas Chong, Analyst at Jefferies]

Hello, can you hear me? Thanks Management for taking my question. I have two questions. The first one is, can Management share some color about the recent amount sales performance? My second question is for different categories, can Management share some outlook for different categories like luxury apparel, FMCG, consumer electronics, and appliance? Thanks.

[Junhua Wu, Director and Chief Strategy Officer at Baozun Group]

Okay. Let me give you the outlook of the category segmentation. The premium and luxury is follow up with sports outdoor. FMCG maintain the similar kind of the growth rate compared to last year. Consider about the, we just after the Queen's Day. FMCG, especially the cosmetic category, they already just digested too much of the campaign, so they need to just wait a little bit for several months, maybe one or two quarters until the Double Eleven coming this year. The consumer electronics, especially for home appliance and electronic devices.

[Junhua Wu, Director and Chief Strategy Officer at Baozun Group]

We have a strong growth rate for the first part of this 618 campaign. We're looking forward to see a strong finish for consumer electronics category also. Overall, the apparel, fashion apparel category is still taking the lead follow up with FMCG and consumer electronics. Thank you. For recently the month's sales performance, Catherine, do you wanna share some kind of?

[Catherine Zhu, CFO at Baozun]

Okay. Thank you for your question. I think, as you see that we have done quite good for the first quarter of 2026. We are now quite optimistic with the several this month's sales performance regarding our top line and also bottom line. The management still hold very high confidence for our whole group's performance, including both e-commerce part and also our BBM part. That's all for the question.

[Operator]

Thank you. As there are no questions at the present time, I would like to return the floor to management for any closing comments.

[Wendy Sun, Senior Director of Corporate Development and Investor Relations at Baozun]

Thank you, operator. On behalf of Baozun management team, we'd like to thank you again for your participation in today's call. If you require any further information, feel free to reach out to us. Thank you for joining us today. This concludes the call.

[Operator]

Thank you. As mentioned, that concludes today's presentation. Thank you for attending today's event. You may now disconnect your lines.

Participants

Executives

• Catherine Zhu, CFO
• Junhua Wu, Director and Chief Strategy Officer
• Ken Huang, CFO of Baozun Brand Management
• Vincent Qiu, Chairman and CEO
• Wendy Sun, Senior Director of Corporate Development and Investor Relations

Analysts

• Chris Cao, Analyst at Huatai Securities
• Frank Tao, Analyst at CMBI
• Jiawei Yin, Analyst at CITIC
• Thomas Chong, Analyst at Jefferies
• Vicky Wei, Analyst at Citi