- Baozun (BZUN, Financial) achieved a remarkable 7% year-over-year revenue growth in 2024.
- The company's e-commerce division returned to growth, surpassing previous contractions.
- Baozun Brand Management (BBM) registered a 16% revenue increase while reducing losses by 10%.
In 2024, Baozun Inc. (BZUN) reported substantial progress in its financial and operational performance, marked by a 7% year-over-year revenue increase and the achievement of operating profit breakeven. This milestone indicates significant improvements in operational efficiency, contributing to the company's strategic transformation goals.
The Baozun e-Commerce (BEC) segment experienced a pivotal turnaround, returning to growth after two consecutive years of contraction. The division expanded its brand partnerships to over 490, up from 450 in 2023, and maintained a strong 95% key account renewal rate. These achievements are indicative of Baozun's strengthened market relevance and enhanced customer satisfaction, evidenced by an improved Net Promoter Score (NPS) of 8.53, up from 8.23 in the previous year.
Baozun Brand Management (BBM) emerged as a significant growth driver with a 16% increase in revenue, alongside a 10% reduction in adjusted operating losses. The expansion of the Gap store network in China to 152 locations is complemented by a positive trend in store-level unit economics, showcasing improved efficiency in offline retail operations.
Further supporting its growth trajectory, Baozun International (BZI) expanded its footprint in Southeast Asia by introducing the Hunter brand to Singapore and Malaysia. Although these moves are in the early stages, they lay the groundwork for future growth opportunities beyond the Chinese market.
Technological innovation remains central to Baozun's strategy, as the company continues to enhance its capabilities in distributed order management systems and direct-to-consumer solutions. Baozun's commitment to sustainability is demonstrated by achieving ISO 14064 carbon verification for three warehouse facilities and PAS 2060 carbon-neutral status for two locations, reflecting the company's dedication to reducing its environmental impact.
