Baozun, Inc. · NASDAQ:BZUN
Baozun — Q4 2024 Earnings Presentation
15 slides from Baozun's earnings presentation, Mar 20, 2025
Slide 1: 4Q 2024 Earnings Presentation
4Q 2024 Earnings Presentation March 20, 2025
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
Slide 3: 4Q24 Financial Highlights
4Q24 Financial Highlights Non-GAAP Non-GAAP Net Income Total Share Revenue Operating Income (1) Attributable to Shareholders (2) Repurchased (3) RMB 3.0 bn RMB 103 mn RMB 46 mn US$ 15mn YoY +8% YoY +37% YoY +59% Completed the repurchase program In January 2025. (1) Non-GAAP income (loss) from operat
Slide 4: 4Q24 Net Revenue Breakdown
4Q24 Net Revenue Breakdown Total Net Revenue RMB 3.0 bn YoY +8% BBM BBMNet NetRevenue Revenue E-Commerce Net Revenue RMB 535 RMB 536 Mn mn YoY YoY +17% +17% RMB 2.5 bn YoY +6% Product Sales – Product Sales – Services – Services – Services - Digital Marketing & BBM Revenue Brand Management E-Commerce
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% 180 16.7% 12.4% 20% 160 10.8% 140 129 10% 450 29.9% 30.0% 30% 120 0% 100 400 74 80 62 -10% 60 20% 40 -20% 350 16.7% 332 20 315 0 -30% 300 4Q202
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 183 183 137 118 103 76 4Q2023 4Q2024 -34 -43 4Q2022 4Q2023 4Q2024 4
Slide 7: Customer-Centric Strategy Resumed E-Commerce Growth
Customer-Centric Strategy Resumed E-Commerce Growth 35.00% E-Commerce Revenue (1) YoY Growth Higher Satisfaction, Renewal, Number of Brand Partners 25.00% Annual e-Commerce topline resumed growth, rising 6% after two years of contraction. 15.00% Nielson NPS KA Renewal Rate Brand Partners 6% 6% 5.00%
Slide 8: E-Commerce Omni-Channel Achievements
E-Commerce Omni-Channel Achievements Strong Growth in Emerging Channels Store Operation Multi-channel Expansion 60.00% 55.00% 48.8% 50.00% Recognition Across Platforms 45.00% 40.00% Six-Star Service Provider JD Excellence Annual Outstanding TP Diamond Tmall Ecosystem Certification (7 Awards) Jing Zh
Slide 9: Brand Management Key Achievements
Brand Management Key Achievements Net Net Revenues Product Sales Total Store Revenues YoY Growth Rate Gross Profit Margin Numbers 4Q24 536MM 17% 50.4% 156 16 New GAP Stores Global ICON Campaigns Hunter Business Expansion Accelerating Offline Expansion Brannan Bear: A Wonderland of Joy for Families L
Slide 10: Q&A
Q&A 9
Slide 11: Appendix
Appendix 10
Slide 12: Selected Consolidated Statements of Income
Selected Consolidated Statements of Income For the year ended For the three months ended December 31, December 31, in RMB '000 2022 2023 2024 2023 2024 Product sales 3,357,202 3,357,202 3,466,928 1,053,022 1,105,971 Services 5,756,417 5,454,811 5,955,301 1,727,392 1,888,474 Total net revenues 8,400,
Slide 13: 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 December 31, In RMB ’000 2022 2023 2024 2023 2024 Income (loss) from operations 33,287 (206,380) (114,825) 6,398 73,210 Add: Share-based compensation expenses 142,381 103,449 81,601 24,
Slide 14: Selected Consolidated Balance Sheet Data
Selected Consolidated Balance Sheet Data As of December 31, in RMB '000 2022 2023 2024 ASSETS Cash and cash equivalents 2,144,020 2,149,531 1,289,323 Restricted cash 101,704 202,764 354,991 Short-term investments 895,425 720,522 1,271,618 Accounts receivable, net(1) 2,292,678 2,184,729 2,033,778 Inv
Slide 15: Thank You
3 > x Cc © & ke Zz 2 N ie} < [ss