Baozun reported Q2 2026 results on Aug. 27 and lifted its 2028 non-GAAP operating profit target to 700 mln yuan from 550 mln yuan, an increase of about 27%. The company said its multi-year strategic transformation has validated the business model’s resilience and scalability; accelerating AI deployment and deeper synergy between its two business units should improve operating efficiency and support the higher 2028 profit goal.

2026-08-27

Baozun reported Q2 2026 results on Aug. 27 and lifted its 2028 non-GAAP operating profit target to 700 mln yuan from 550 mln yuan, an increase of about 27%. The company said its multi-year strategic transformation has validated the business model’s resilience and scalability; accelerating AI deployment and deeper synergy between its two business units should improve operating efficiency and support the higher 2028 profit goal.