Baozun, Inc. · NASDAQ:BZUN

Baozun — Q1 2025 Earnings Presentation

16 slides from Baozun's earnings presentation, May 21, 2025

  1. Slide 1: 1Q 2025 Earnings Presentation

    1Q 2025 Earnings Presentation May 21, 2025

  2. Slide 2: Disclaimer

    Disclaimer This presentation does not constitute an offer to sell or issue or solicitation of an offer to buy or acquire securities of Baozun Inc. (the “Company”) in any jurisdiction or an inducement to enter into investment activity, nor may it or any part of it form the basis of or be relied on in

  3. Slide 3: 1Q25 Financial Highlights

    1Q25 Financial Highlights Non-GAAP Net Net income/(Loss) Non-GAAP Operating Income/(Loss) Attributable attributable to ordinary Revenue Income/(Loss) (1) to Shareholders (2) shareholders RMB 2.1 bn RMB (67) mn RMB (57) mn RMB (63) mn (1) Non-GAAP income (loss) from operations is a non-GAAP financial

  4. Slide 4: 1Q25 Net Revenue Breakdown

    1Q25 Net Revenue Breakdown Total Net Revenue RMB 2.1 bn YoY +4% BBM BBMNet NetRevenue Revenue E-Commerce Net Revenue RMB 387 RMB 536 Mn mn YoY YoY +23% +17% RMB 1.7 bn YoY +1% Product Sales – Product Sales – Services – Services – Services - Digital Marketing & BBM Revenue Brand Management E-Commerce

  5. Slide 5: Gross Profit Margin of Product Sales

    Gross Profit Margin of Product Sales Gross Profit Margin of Baozun Group Product Sales Gross Profit Margin of E-Commerce Product Sales RMB mn RMB mn 500 40.0% 180 13.7% 15.0% 20.0% 11.5% 32.4% 160 450 31.2% 140 10.0% 30.0% 120 0.0% 24.2% 100 400 80 63 55 54 -10.0% 60 20.0% 40 -20.0% 350 20 0 -30.0%

  6. Slide 6: Non-GAAP Operating Profit Breakdown

    Non-GAAP Operating Profit Breakdown Baozun Group E-Commerce Brand Management Non-GAAP Operating Profit for Baozun Group (1) Adjusted Operating Profit for E-Commerce Adjusted Operating Profit for Brand Management RMB mn RMB mn RMB mn 25 12 -10 -18 -46 -21 -67 -29 -35 1Q2023 1Q2024 1Q2025 1Q2023 1Q202

  7. Slide 7: Continuous Commitment in Sustainability

    Continuous Commitment in Sustainability Key highlights in the Company’s 2024 Sustainability Report Shared Social Value Responsive Innovation Corporate Governance Carbon Reduction 35.5% Carbon Emission Reduction S&P Global ESG Score Improved Compared with 2021 Baseline by 11 Points to 42 out of 100 A

  8. Slide 8: E-Commerce High-Quality Product Strategy Delivers Results

    E-Commerce High-Quality Product Strategy Delivers Results 25% Product Sales Revenue (1) YoY Growth Key Categories Performance Highlights 15% 10% 7% 5% Home & Furniture Alcohol Health & Nutrition -5% -4% -4% Product Sales Gross Margin Continue to Expand -15% 16.0% 15.0% -13% 13.7% 14.0% 11.5% -17% -1

  9. Slide 9: E-Commerce Omni-Channel Achievements

    E-Commerce Omni-Channel Achievements Key Categories Performance of Online Store Operations Strong Growth in Non-Tmall Channels Sportswear Luxury Other Apparel Net Revenues Net Revenues Net Revenues YoY+2% YoY+8% YoY+58% Recognition Across Platforms Alimama Future Commerce Award Consecutive Recogniti

  10. Slide 10: Brand Management Key Achievements

    Brand Management Key Achievements Net Net Revenues Gross Profit Total Store Revenues YoY Growth Rate Margin Numbers 1Q25 387MM 23% 51.7% 152 「Feels Like Gap.」 Brannan Bear Hunter Business Expansion Marketing Campaign Global ICON Campaign 3 Stores Opening in May Beijing GAP × The Forbidden City New O

  11. Slide 11: Q&A

    Q&A 10

  12. Slide 12: Appendix

    Appendix 11

  13. Slide 13: Selected Consolidated Statements of Income

    Selected Consolidated Statements of Income For the year ended For the three months ended December 31, March 31, in RMB '000 2022 2023 2024 2024 2025 Product sales 3,357,202 3,357,202 3,466,928 707,524 809,295 Services 5,756,417 5,454,811 5,955,301 1,272,246 1,255,065 Total net revenues 8,400,631 8,8

  14. Slide 14: Reconciliations of GAAP and non-GAAP Financial Measures

    Reconciliations of GAAP and non-GAAP Financial Measures For the year ended For the three months December 31, ended March 31, In RMB ’000 2022 2023 2024 2024 2025 Income (loss) from operations 33,287 (206,380) (114,825) (54,780) (83,990) Add: Share-based compensation expenses 142,381 103,449 81,601 2

  15. Slide 15: Selected Consolidated Balance Sheet Data

    Selected Consolidated Balance Sheet Data For the year ended For the three months December 31, ended March 31, in RMB '000 2022 2023 2024 2024 2025 ASSETS Cash and cash equivalents 2,144,020 2,149,531 1,289,323 1,946,648 1,115,967 Restricted cash 101,704 202,764 354,991 352,777 300,272 Short-term inv

  16. Slide 16: Thank You!

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