Baozun, Inc. · NASDAQ:BZUN

Baozun — Q3 2024 Earnings Presentation

15 slides from Baozun's earnings presentation, Nov 21, 2024

  1. Slide 1: 3Q 2024 Earnings Presentation

    3Q 2024 Earnings Presentation November 21, 2024

  2. Slide 2: Disclaimer

    Disclaimer This presentation does not constitute an offer to sell or issue or solicitation of an offer to buy or acquire securities of Baozun Inc. (the “Company”) in any jurisdiction or an inducement to enter into investment activity, nor may it or any part of it form the basis of or be relied on in

  3. Slide 3: 3Q24 Financial Highlights

    3Q24 Financial Highlights Non-GAAP Non-GAAP YTD Share Revenue Operating Income (1) Net Income (2) repurchase RMB 2.1 bn RMB (85) mn RMB (70) mn US$9.9 mn YoY +13% YoY +6% YoY +10% (1) Non-GAAP income (loss) from operations is a non-GAAP financial measure, which is defined as income from operations e

  4. Slide 4: Net Revenues Breakdown

    Net Revenues Breakdown Total E-Commerce Brand Management Net Revenues Net Revenues Net Revenues (1) RMB 2.1 bn YoY +13% RMB 1.8 bn YoY +14% RMB 331 mn YoY +10% Product Sales Services Product Sales – Product Sales – Services – Services – Services - Digital Marketing & BBM Revenue Brand Management E-C

  5. Slide 5: Gross Profit Margin of Product Sales

    Gross Profit Margin of Product Sales Gross Profit Margin of Baozun Group Product Sales Gross Profit Margin of E-Commerce Product Sales RMB mn RMB mn 350 40% 17% 13% 20% 140 10% 31% 120 10% 300 28% 30% 100 82 0% 80 60 52 46 -10% 40 250 17% 20% -20% 20 217 220 0 -30% 3Q2022 3Q2023 3Q2024 200 10% E-Com

  6. Slide 6: Non-GAAP Operating Profit Breakdown

    Non-GAAP Operating Profit Breakdown Baozun Group E-Commerce Brand Management Non-GAAP Operating Profit for Baozun Group (1) Adjusted Operating Profit for E-Commerce Adjusted Operating Profit for Brand Management RMB mn RMB mn RMB mn 16.9 16.9 3Q2023 3Q2024 -50.1 -55.3 -29.8 -85.1 -90.4 -40.3 3Q2022

  7. Slide 7: E-Commerce Service Revenue and Key Drivers

    E-Commerce Service Revenue and Key Drivers Key Categories Performance E-Commerce Service Revenue (1) Breakdown YoY Growth 20.0% Luxury Sportswear Other Apparel 15% Net Revenues YoY-1% Net Revenues YoY+45% 15.0% Net Revenues YoY+1% 10% Outperforming Marketplaces and Emerging Channels 10.0% 5% 5.0% 0.

  8. Slide 8: E-Commerce Product Sales Revenue and Key Drivers

    E-Commerce Product Sales Revenue and Key Drivers E-Commerce Product Sales Revenue (1) Breakdown YoY Growth Key Categories Performance 10% 10.0% 0.0% Appliances Beauty and Cosmetics Others Net Revenues YoY-1% Net Revenues YoY+18% Net Revenues YoY+20% -4% -10.0% -13% Outperforming Categories -20.0% -1

  9. Slide 9: Brand Management Key Achievements

    Brand Management Key Achievements Net Net Revenues Product Sales Total Store Revenues YoY Growth Rate Gross Profit Margin Numbers 3Q24 331MM 10.3% 52.8% 146 24 New GAP Stores Co-Branding & Global Campaigns Hunter Business Expansion Accelerating Offline Expansion Gap X TIMS & Get Loose First Pop-Up S

  10. Slide 10: Q&A

    Q&A 9

  11. Slide 11: Appendix

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  12. Slide 12: Selected Consolidated Statements of Income

    Selected Consolidated Statements of Income For the year ended For the three months ended December 31, September 30, in RMB '000 2021 2022 2023 2023 2024 Product sales 3,873,589 2,644,214 3,357,202 707,855 783,132 Services 5,522,667 5,756,417 5,454,811 1,115,787 1,273,888 Total net revenues 9,396,256

  13. Slide 13: Reconciliations of GAAP and non-GAAP Financial Measures

    Reconciliations of GAAP and non-GAAP Financial Measures For the year ended For the three months December 31, ended September 30, In RMB ’000 2021 2022 2023 2023 2024 Income (loss) from operations 7,021 33,287 (206,380) (135,712) (114,482) Add: Share-based compensation expenses 196,547 142,381 103,44

  14. Slide 14: Selected Consolidated Balance Sheet Data

    Selected Consolidated Balance Sheet Data For the year ended For the three months December 31, ended September 30, in RMB '000 2021 2022 2023 2023 2024 ASSETS Cash and cash equivalents 4,606,545 2,144,020 2,149,531 2,157,961 1,066,670 Restricted cash 93,219 101,704 202,764 54,068 325,603 Short-term i

  15. Slide 15: Thank You

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