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. filings document foreign-issuer reporting for a Cayman Islands company controlled through weighted voting rights and operating brand e-commerce, brand management, and digital commerce businesses in China. The record includes Form 20-F annual reporting and Form 6-K current reports with U.S. GAAP results announcements, annual and Hong Kong reports, sustainability report exhibits, board-meeting notices, annual general meeting materials, and HKEX monthly returns.
Regulatory disclosures also describe Baozun's Class A and Class B ordinary share structure, voting rights, ADS relationship, HKEX Chapter 19B securities movements, restricted share unit awards under the 2022 share incentive plan, board composition, and governance matters tied to its Nasdaq and Hong Kong listings.
Baozun Inc. Chief Executive Officer Qiu Wenbin, through JESFUND (SINGAPORE) PTE. LTD., made open-market purchases of American Depositary Shares. On April 7, JESFUND bought 12,000 ADS at a weighted-average price of $2.51. On April 8, it bought 11,600 ADS at a weighted-average price of $2.58. Following these transactions, JESFUND holds 1,341,722 ADS on behalf of the CEO.
Baozun Inc. director and Chief Strategy Officer Wu Junhua reported an open-market purchase of 30,000 American Depositary Shares on April 2, 2026 at a weighted-average price of $2.4673 per ADS. The trades were executed in multiple transactions between $2.4460 and $2.5100 per ADS. Following this transaction, Wu directly owns 91,428 American Depositary Shares.
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.