Baozun Unveils 2025 Chairman Letter, Outlining Strategic Goals and Achievements

Baozun's 2025 Chairman Letter: A Vision for the Future

On April 23, 2026, Baozun Inc., a leader in brand e-commerce services, published a comprehensive letter from its Chairman and CEO, Vincent Wenbin Qiu, articulating the company's remarkable achievements in 2025 and outlining an ambitious growth strategy for the upcoming years. This letter stands out as a testament to Baozun's commitment to human connection in business, even as the company integrates advanced technology and artificial intelligence (AI) into its operations.

The letter begins with a personal touch, where Chairman Qiu emphasizes that despite the increasing role of AI in everyday processes, his communication is entirely human-crafted. He expresses gratitude to shareholders for their trust over the years, a sentiment that sets a positive tone for the updates that follow.

Reflecting on 2025: A Year of Transformation

Qiu reflects on the significant transformation that commenced with Baozun's acquisition of GAP China three years ago. The company's shift from a brand e-commerce strategy to a broader brand management approach has proven fruitful. Over the past year, Baozun has recorded a 6% increase in revenue, bringing total earnings to RMB 9.9 billion. This success is bolstered by a notable rise in non-GAAP operating income, which surged from RMB 11 million to RMB 126 million, alongside a remarkable tripling of annual operating cash flow.

Key to this success has been a concerted effort to enhance management practices within the company, demonstrating how strategic development can lead to business growth. The commitment to optimizing their brand e-commerce segment (BEC) has stabilized sales profitability and cash flow, shifting the firm's focus from merely expanding scale to enhancing profitability through effective margin management and improved operational alignment.

Brand Management Boom

The letter highlights the continued growth of Baozun Brand Management (BBM), which experienced a robust 25% year-over-year revenue increase to RMB 1.8 billion. Particularly exciting for the company was GAP China's achievement of its first quarterly breakeven point in the last quarter of 2025, a milestone that reinforces Baozun's core strategy and execution capabilities.

Transformative Timeframe: 2026-2028

Looking ahead, Qiu outlines an acceleration phase set for 2026 through 2028, where Baozun aims to maintain profit margin expansion and scale development. The goal is to increase non-GAAP operating profit to RMB 550 million by 2028, focusing on quality, efficiency, and customer-centric approaches. The integration of advanced technologies, especially AI, aims to enhance operational effectiveness across various business segments.

Harnessing Technology for Success

Qiu emphasizes the crucial role of technology in achieving future success, reiterating the company's vision: "Technology Empowers Future Success." The extensive software and data infrastructure developed over the past two decades positions Baozun to leverage new AI tools effectively. Initiatives such as demand forecasting and marketing automation are intended to modernize operations, providing a competitive edge in a rapidly evolving industry.

Commitment to Sustainability

Beyond profit margins and technological integration, Baozun remains dedicated to sustainable practices. Qiu proudly shares that in 2025, the company reduced its carbon emissions by 36% in compliance with sustainability standards while maintaining an eye toward achieving a 50% reduction goal by 2030. The company's approach highlights the importance of combining business success with social responsibility.

A Grateful Conclusion

In closing, Chairman Qiu acknowledges the pivotal roles that employees, partners, and shareholders play in the company's success, emphasizing collaboration and continuous improvement. This heartfelt communication serves not only as an update but as a rallying cry for support as Baozun looks forward to the challenges and opportunities ahead.

For investors and the media, more information regarding Baozun's progress and strategic direction can be found on their official website. As Baozun continues to evolve, it aims to remain at the forefront of brand e-commerce service, secured by a firm commitment to leveraging technology, establishing sustainable practices, and fostering strong partnerships.