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Baozun Announces Third Quarter 2021 Unaudited Financial Results SHANGHAI , China , Nov. 30 , 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 third quarter ended September 30 , 2021 . Third Quarter 2021 Financial Highlights Total net revenues were RMB1,898.8 million ( US $ ¹294.7 million ) , an increase of 3.8 % year - over - year , of which , service revenues were RMB1,199.1 million ( US $ 186.1 million ) , an increase of 16.9 % year - over - year . Loss from operations was RMB156.5 million ( US $ 24.3 million ) , compared with income from operations of RMB84.6 million in the same quarter of last year . Operating margin was negative 8.2 % , compared with 4.6 % in the same quarter of last year . Non - GAAP loss from operations² was RMB84.3 million ( US $ 13.1 million ) , compared with non - GAAP income from operations of RMB111.7 million in the same quarter of last year . Non - GAAP operating margin was negative 4.4 % , compared with 6.1 % in the same quarter of last year . Net loss attributable to ordinary shareholders of Baozun Inc. was RMB292.5 million ( US $ 45.4 million ) , compared with net income attributable to ordinary shareholders of Baozun Inc. of RMB64.6 million in the same quarter of last year . Non - GAAP net loss attributable to ordinary shareholders of Baozun Inc.³ was RMB88.1 million ( US $ 13.7 million ) , compared with non - GAAP net income attributable to ordinary shareholders of Baozun Inc. of RMB91.5 million in the same quarter of last year . Basic and diluted net loss attributable to ordinary shareholders of Baozun Inc. per American Depositary Share ( " ADS4 " ) were both RMB4.00 ( US $ 0.62 ) , compared with basic and diluted net income attributable to ordinary shareholders of Baozun Inc. per ADS of RMB1.09 and RMB1.07 , respectively , for the same period of 2020 . Basic and diluted non - GAAP net loss attributable to ordinary shareholders of Baozun Inc. per ADS5 were both RMB1.21 ( US $ 0.19 ) , compared with basic and diluted non - GAAP net income attributable to ordinary shareholders of Baozun Inc. per ADS of RMB1.55 and ¹ This announcement contains translations of certain Renminbi ( RMB ) amounts into U.S. dollars ( US $ ) at a specified rate solely for the convenience of the reader . Unless otherwise noted , the translation of RMB into US $ has been made at RMB6.4434 to US $ 1.00 , the noon buying rate in effect on September 30 , 2021 as set forth in the H.10 Statistical Release of the Federal Reserve Board . 2 Non - GAAP income ( loss ) from operations is a non - GAAP financial measure , which is defined as income ( loss ) from operations excluding share - based compensation expenses and amortization of intangible assets resulting from business acquisition . 3 Non - GAAP net income ( loss ) attributable to ordinary shareholders of Baozun Inc. is a non - GAAP financial measure , which is defined as net income ( loss ) attributable to ordinary shareholders of Baozun Inc. excluding share - based compensation expenses , amortization of intangible assets resulting from business acquisition and unrealized investment loss . 4 Each ADS represents three Class A ordinary shares . 5 Basic and diluted non - GAAP net income ( loss ) attributable to ordinary shareholders of Baozun Inc. per ADS are non - GAAP financial measures , which are defined as non - GAAP net income ( loss ) attributable to ordinary shareholders of Baozun Inc. divided by weighted average number of shares used in calculating basic and diluted net income ( loss ) per ordinary share multiplied by three , respectively .