Welcome to our dedicated page for Baozun SEC filings (Ticker: BZUN), a comprehensive resource for investors and traders seeking official regulatory documents including 10-K annual reports, 10-Q quarterly earnings, 8-K material events, and insider trading forms.
Baozun Inc. (BZUN) is a foreign private issuer that reports to the U.S. Securities and Exchange Commission primarily through annual reports on Form 20-F and current reports on Form 6-K. As a company also listed on The Stock Exchange of Hong Kong, Baozun uses its SEC filings to furnish key documents such as press releases on financial results, interim and annual reports prepared for Hong Kong, monthly returns on share capital movements and other corporate announcements.
For investors analyzing Baozun’s brand e-commerce and digital commerce business, these filings provide segment information for its E-Commerce and Brand Management operations, including adjusted operating profits or losses, and revenue breakdowns by product sales and services. The company’s 6-K submissions often attach detailed earnings releases that discuss categories like appliances, beauty and cosmetics, home and furnishing, health and nutrition, apparel and accessories, luxury and sportswear, as well as services such as online store operations, warehousing and fulfillment, and digital marketing and IT solutions.
This page centralizes Baozun’s SEC disclosures, including Form 20-F annual reports, interim results announcements, Hong Kong interim reports furnished on Form 6-K, and other current reports such as notices of board meetings, director changes, grants of restricted share unit awards and monthly returns on share capital. Real-time updates from EDGAR ensure that new filings appear promptly.
Stock Titan’s platform adds AI-powered summaries to Baozun’s filings, helping readers interpret complex sections, segment data and non-GAAP reconciliations more quickly. Users can review historical filings to track Baozun’s strategic transformation, segment performance and capital structure developments over time, and use the structured access to understand how management presents its brand e-commerce, brand management and international initiatives in official regulatory documents.
Baozun Inc. director and Chief Strategy Officer Wu Junhua reported an open-market purchase of American Depositary Shares. On March 31, 2026, Wu bought 14,000 ADS at $2.3998 per ADS, bringing direct ownership to 61,428 ADS, as reflected in the filing footnote.
Zhu Yanjie reported acquisition or exercise transactions in this Form 4 filing.
Baozun Inc. reported that its Chief Financial Officer, Zhu Yanjie, received a grant of 300,000 Restricted Stock Units (RSUs) tied to Class A ordinary shares. Following this award, Zhu holds 433,353 shares-related interests directly. Each RSU represents the right to receive one Class A ordinary share.
According to the vesting schedule, 75% of the RSUs will vest on January 1, 2029, and the remaining 25% will vest on January 1, 2030, aligning the CFO’s compensation with longer-term company performance.
Baozun Inc. reported 2025 revenue of RMB9,945.5 million, up 5.6% from 2024, driven by an 11.0% increase in product sales and modest 2.4% growth in services. Brand Management revenue rose 25.2% to RMB1,845.4 million, while E-Commerce service revenue grew 2.4%.
The company generated income from operations of RMB56.6 million versus a loss in 2024, but recorded a larger net loss of RMB199.6 million due mainly to a RMB231.8 million impairment on investments. Non-GAAP income from operations improved sharply to RMB126.2 million, and non-GAAP net income reached RMB99.1 million, with non-GAAP profit attributable to shareholders at RMB44.2 million.
Operating cash flow more than tripled to RMB420.4 million. Short-term loans were RMB1,207.8 million and the gearing ratio improved from 1.08 to 0.77. Baozun ended the year with RMB907.3 million in cash and cash equivalents, RMB141.0 million in restricted cash, and RMB1,747.0 million in short-term investments. No final dividend was declared, but the company continued share repurchases.
Baozun Inc. reported unaudited fourth quarter and full-year 2025 results showing modest revenue growth but a clear profitability turnaround on a non-GAAP basis. Fourth quarter net revenues reached RMB3,172.2 million, up 5.9% year over year, with non-GAAP income from operations rising 91.4% to RMB197.7 million and non-GAAP net income attributable to shareholders climbing to RMB159.6 million, up 249.1%.
For full-year 2025, net revenues grew 5.6% to RMB9,945.5 million. Income from operations improved from a loss of RMB114.8 million in 2024 to a profit of RMB56.6 million, while non-GAAP income from operations increased to RMB126.2 million. Non-GAAP net income attributable to shareholders swung to a profit of RMB44.2 million from a loss of RMB40.4 million, even though GAAP net loss widened to RMB242.1 million due largely to RMB213.4 million of investment impairments and a RMB36.3 million loss on subsidiary disposals.
BEC services revenue grew, supported by a 19.0% increase in digital marketing and IT solutions, while BBM revenue rose 24.0% in the fourth quarter to RMB663.8 million. Management highlighted annual operating cash flow more than tripling to RMB420.4 million and set a 2028 target for at least RMB550 million in annual non-GAAP operating profit, driven by margin expansion in e-commerce and scale in brand management.
Baozun Inc. director Wang Jun (John) has filed an initial ownership report showing control of 26,469,422 Class A Ordinary Shares. These shares are held indirectly through Champion Kerry Inc., a BVI company that is ultimately wholly owned by him. The filing does not report any new purchases or sales, only existing holdings.
Baozun Inc. director Yu Bin Helen has filed an initial ownership report showing her current equity interests in the company. She directly holds 16,809 Restricted Stock Units (RSUs), which were granted under the 2015 Share Incentive Plan in August 2021 and are now fully vested. Each RSU represents the right to receive one Class A ordinary share. She also directly holds 11,666 American Depositary Shares, providing additional exposure to Baozun’s equity. This filing reflects ownership positions rather than new share purchases or sales.
Baozun Inc. director Chan Yiu Pong filed an initial ownership report showing holdings of 16,809 restricted stock units. These RSUs were granted under the 2015 Share Incentive Plan in August 2021 and are fully vested. Each RSU represents the right to receive one Class A ordinary share.
Baozun Inc. director and Chief Strategy Officer Wu Junhua filed an initial ownership report showing existing equity holdings. Wu directly holds restricted stock units representing 46,347 Class A ordinary shares and directly holds 47,428 American Depositary Shares (ADSs).
Indirectly, through Casvendino Holdings Limited, a BVI company wholly owned by Wu, there are 921,569 ADSs and 3,890,369 Class B ordinary shares reported. Footnotes state that 37,500 and 8,847 of the RSUs were granted under the 2015 Share Incentive Plan and are fully vested, and each RSU gives the right to receive one Class A ordinary share.
Baozun Inc. director Ye Changqing filed an initial ownership report showing holdings of restricted stock units (RSUs) tied to the company’s Class A ordinary shares. The filing lists RSUs covering 51,809 underlying shares, representing fully vested grants of 35,000 RSUs from May 2016 and 16,809 RSUs from August 2021 under the 2015 Share Incentive Plan. Each RSU corresponds to the right to receive one Class A ordinary share.