Baozun Group (09991) announced a stock repurchase plan of up to $10 million, demonstrating confidence in profit growth and long-term value

Zhitong Finance App learned that Baozun Group (09991; BZUN.US) announced that the board of directors has authorized management to establish and implement a new share repurchase plan to use the company's capital to repurchase no more than 10 million US dollars of American Depositary Shares (ADS) within the next 12 months ) and/or Class A common stock. Following the increase in the profit target for 2028 in the second quarter of this year, the company further expressed confidence in development prospects and long-term value through capital allocation arrangements.

This confidence was supported by improved operating performance. In the second quarter of 2026, Baozun Group's net revenue increased 7% year over year to RMB 2.7 billion, and non-GAAP operating profit increased from RMB 6 million to RMB 74 million in the same period last year. Among them, the e-commerce business's non-GAAP operating profit reached RMB 107 million, a record high in the second quarter since 2022; revenue from the brand management business increased 22% year on year.

In its second quarter earnings report, Baozun raised its 2028 non-GAAP operating profit target by 27% to RMB 700 million. From raising the mid-term profit target to introducing a stock repurchase plan, Baozun further conveyed management's confidence in continued improvement in profitability and the importance attached to long-term shareholder returns.