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BAO ZUN Baozun Announces Second Quarter 2021 Unaudited Financial Results August 19 , 2021 SHANGHAI , China , Aug. 19 , 2021 ( GLOBE NEWSWIRE ) Baozun Inc. ( Nasdaq : BZUN and HKEX : 9991 ) ( " Baozun " or the " Company " ) , the leading brand e - commerce service partner that helps brands execute their e - commerce strategies in China , today announced its unaudited financial results for the second quarter ended June 30 , 2021 . Second Quarter 2021 Financial Highlights -- • Total net revenues were RMB2,304.1 million ( US $ ¹356.9 million ) , an increase of 7.1 % year - over - year . • Income from operations was RMB106.6 million ( US $ 16.5 million ) , compared with RMB160.6 million in the same quarter of last year . Operating margin was 4.6 % , compared with 7.5 % in the same quarter of last year . • Non - GAAP income from operations2 was RMB161.6 million ( US $ 25.0 million ) , compared with RMB187.1 million in the same quarter of last year . Non - GAAP operating margin was 7.0 % , compared with 8.7 % in the same quarter of last year . • Net income attributable to ordinary shareholders of Baozun Inc. was RMB 79.8 million ( US $ 12.4 million ) , a decrease of 33.4 % year - over - year . • Non - GAAP net income attributable to ordinary shareholders of Baozun Inc.³ was RMB150.8 million ( US $ 23.4 million ) , an increase of 3.3 % year - over - year . • Basic and diluted net income attributable to ordinary shareholders of Baozun Inc. per American Depositary Share ( " ADS 4 ) were RMB1.08 ( US $ 0.17 ) and RMB1.06 ( US $ 0.16 ) , respectively , compared with RMB2.04 and RMB2.00 , respectively , for the same period of 2020 . • Basic and diluted non - GAAP net income attributable to ordinary shareholders of Baozun Inc. per ADS5 were RMB2.04 ( US $ 0.32 ) and RMB2.01 ( US $ 0.31 ) , respectively , compared with RMB2.48 and RMB2.43 , respectively , for the same period of 2020 . Second Quarter 2021 Operational Highlights • Total Gross Merchandise Volume ( " GMV " ) 6 was RMB15,727.2 million , an increase of 23.3 % year - over - year . • Distribution GMV7 was RMB1,094.1 million , an increase of 5.4 % year - over - year . • Non - distribution GMV8 was RMB14,633.1 million , an increase of 24.9 % year - over - year . • GMV generated from non - TMALL marketplaces and channels accounted for approximately 31.7 % of total GMV during the quarter , compared with 24.7 % for the same period of 2020 . Mr. Vincent Qiu , Chairman and Chief Executive Officer of Baozun , commented , " Whilst the impact of the Better Cotton Initiative continues to sweep through the industry , especially affecting our international brand partners in apparel , we have continued to execute on our strategic medium - term plan to deliver sustainable growth . In particular , backed by our comprehensive infrastructure and service offerings , we have made significant inroads in innovating and executing our omni - channel strategy and further penetrating into the luxury sector . In addition , as part of the transformation of our business , we started to build a technology - powered middle - office , which we believe will improve our service quality and reduce operational cost meaningfully in the long run . While we anticipate ongoing headwinds from the Better Cotton Initiative in the second half of this year , online shopping increasingly pervades people's daily life , therefore we believe the comprehensive suite of e - commerce solutions that we deploy for our brand partners will improve the shopping experience for consumers . " Mr. Arthur Yu , Chief Financial Officer of Baozun commented , " Despite the headwinds of the Better Cotton Initiative , we still managed to deliver a solid year - on - year GMV growth of 23.3 % and net revenue growth of 7.1 % year - over - year . We also achieved positive operating cash flow with non - GAAP income from operations of RMB161.6 million , a clear indication of our sound financial status and strong cash flow management . Meanwhile , we made substantial progress in extracting value from the various acquisitions and strategic alliances this year . Going forward , we intend to continue to deploy our capital to facilitate our strategic medium - term plan to boost our long - term sustainable and profitable growth . We believe the progress we have made and our groundwork thus far , has positioned us to further enhance our value proposition . " Second Quarter 2021 Financial Results Total net revenues were RMB2,304.1 million ( US $ 356.9 million ) , an increase of 7.1 % from RMB 2,152.1 million in the same quarter of last year .