Baozun Group (09991) announces a share repurchase program of up to US$10 million, demonstrating confidence in profitable growth and long-term value.

Baozun Group (09991; BZUN.US) announced that its board of directors has authorized management to establish and implement a new share repurchase program, under which the company will repurchase up to US$10 million in aggregate of American Depositary Shares (ADSs) and/or Class A ordinary shares using company funds within the next 12 months. This follows the upward revision of its 2028 profit target in this year's second-quarter earnings report, as the company further expresses confidence in its development prospects and long-term value through capital allocation arrangements. The improvement in operating performance provides support for this confidence. In the second quarter of 2026, Baozun Group's net revenue increased 7% year-over-year to RMB 2.7 billion, while non-GAAP operating profit rose from RMB 6 million in the same period last year to RMB 74 million. Among this, the e-commerce business achieved non-GAAP operating profit of RMB 107 million, a second-quarter high since 2022; brand management business revenue grew 22% year-over-year. In its second-quarter earnings report, Baozun raised its 2028 non-GAAP operating profit target by 27% to RMB 700 million. From raising its mid-term profit target to launching a share repurchase program, Baozun has further conveyed management's confidence in continued profitability improvement and its emphasis on long-term shareholder returns.