Baozun, Inc. · NASDAQ:BZUN

Baozun — Q2 2024 Earnings Presentation

14 slides from Baozun's earnings presentation, Aug 28, 2024

  1. Slide 1: 2Q 2024 Earnings Presentation

    2Q 2024 Earnings Presentation August 28, 2024

  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: 2Q24 Financial Highlights

    2Q24 Financial Highlights Non-GAAP Non-GAAP YTD Share Revenue Operating Income (1) Net Income (2) repurchase RMB 2.4 bn RMB 10 mn RMB 7 mn US$4.9 mn YoY +3% YoY + RMB 9 mn YoY +42% (1) Non-GAAP income (loss) from operations is a non-GAAP financial measure, which is defined as income from operations

  4. Slide 4: Net Revenues Breakdown

    Net Revenues Breakdown Total E-Commerce Brand Management Net Revenues Net Revenues Net Revenues RMB 2.4 bn YoY +3% RMB 2.1 bn YoY +6% RMB 294 mn YoY -9% Product Sales Services Product Sales – Product Sales – Services – Services – Services - Digital Marketing & BBM Revenue Brand Management E-Commerce

  5. Slide 5: Gross Profit and Gross Profit Margin of Product Sales

    Gross Profit and Gross Profit Margin of Product Sales Gross Profit and Gross Profit Margin of Baozun Group Product Sales Gross Profit Margin of E-Commerce Product Sales RMB mn RMB mn 350 27% 30% 13% 14% 12% 20% 25% 140 120 10% 100 92 87 300 0% 20% 80 68 60 -10% 13% 255 40 250 -20% 20 221 10% 0 -30%

  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 60.8 60.2 47.3 47.3 2Q2023 2Q2024 10.0 0.7 2Q2022 2Q2023 2Q2024 2Q2

  7. Slide 7: E-Commerce Strategic Plan and Quarterly Highlights

    E-Commerce Strategic Plan and Quarterly Highlights E-Commerce Revenue (1) YoY Growth 30% E-Commerce Revenue (1) Breakdown YoY Growth 20% 5% Product Sales Services 10% 6% 10% 5% -2% -1% -6% 0% 0% -9% -1% -4% -5% -10% -5% -20% -13% -10% -8% -17% -17% -30% -23% -11% -15% -30% -14% -40% -20% -50% 1Q23 2

  8. Slide 8: Brand Management Key Achievements

    Brand Management Key Achievements Net Product Sales Non-GAAP Total Store Revenues Gross Profit Margin Operating Loss Numbers 2Q24 294MM 52.3% 50MM 126 Opened 9 New Stores Integrated Marketing Summer Functional Product 7

  9. Slide 9: Q&A

    Q&A 8

  10. Slide 10: Appendix

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  11. Slide 11: Selected Consolidated Statements of Income

    Selected Consolidated Statements of Income For the year ended For the three months ended December 31, June 30, in RMB '000 2021 2022 2023 2023 2024 Product sales 3,873,589 2,644,214 3,357,202 930,256 870,301 Services 5,522,667 5,756,417 5,454,811 1,389,905 1,520,693 Total net revenues 9,396,256 8,40

  12. Slide 12: 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 June 30, In RMB ’000 2021 2022 2023 2023 2024 Income (loss) from operations 7,021 33,287 (206,380) (36,437) (18,773) Add: Share-based compensation expenses 196,547 142,381 103,449 29,26

  13. Slide 13: Selected Consolidated Balance Sheet Data

    Selected Consolidated Balance Sheet Data For the year ended For the three months December 31, ended June 30, in RMB '000 2021 2022 2023 2023 2024 ASSETS Cash and cash equivalents 4,606,545 2,144,020 2,149,531 1,689,337 1,454,517 Restricted cash 93,219 101,704 202,764 59,374 242,679 Short-term invest

  14. Slide 14: Thank You

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