宝尊电商发布2026年二季度业绩：收入4.043亿美元低于预期，经营利润扭亏，上调2028年利润目标

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6-K
1
tm2624188d1_6k.htm
FORM 6-K
UNITED STATES
SECURITIES AND EXCHANGE COMMISSION
WASHINGTON, D.C. 20549
FORM 6-K
REPORT OF FOREIGN PRIVATE ISSUER
PURSUANT TO RULE 13a-16 OR 15d-16
UNDER THE SECURITIES EXCHANGE ACT OF 1934
For the month of August 2026
Commission File Number: 001-37385
Baozun Inc.
No. 1-9, Lane 510, West Jiangchang Road
Shanghai 200436
The People’s Republic of China
(Address of principal executive office)
Indicate by check mark whether the registrant files or will file annual
reports under cover of Form 20-F or Form 40-F.
Form 20-F
x
Form 40-F
¨
SIGNATURES
Pursuant to the requirements
of the Securities Exchange Act of 1934, the registrant has duly caused this report to be signed on its behalf by the undersigned, thereunto
duly authorized.
Baozun Inc.
By:
/s/ Vincent Wenbin Qiu
Name:
Vincent Wenbin Qiu
Title:
Chief Executive Officer
Date: August 27, 2026
Exhibit Index
Exhibit 99.1 — Press Release — Baozun Announces Second Quarter 2026 Unaudited Financial Results
Exhibit 99.2 — Announcement with The Stock Exchange of Hong
Kong Limited – Interim Results Announcement for the Six Months Ended June 30, 2026
Safe Harbor Statement
This announcement contains forward-looking statements. These statements
are made under the “safe harbor” provisions of the U.S. Private Securities Litigation Reform Act of 1995. These forward-looking
statements can be identified by terminology such as “will,” “expects,” “anticipates,” “future,”
“intends,” “plans,” “believes,” “estimates,” “confident,” “potential,”
“continues,” “ongoing,” “targets,” “guidance,” “going forward,” “looking
forward,” “outlook” or other similar expressions. Statements that are not historical facts, including but not limited
to statements about Baozun’s beliefs and expectations, business trends, growth strategies, operating efficiencies, margin expansion,
store openings, brand performance, technology and automation initiatives, and outlook for future periods are forward-looking statements.
Forward-looking statements involve inherent risks and uncertainties and are based on current expectations, assumptions, estimates and
projections about Baozun and the industries in which it operates. A number of factors could cause actual results to differ materially
from those contained in any forward-looking statement, including but not limited to risks and uncertainties relating to macroeconomic
and consumer spending conditions, Baozun’s ability to grow and manage its e-commerce and brand management businesses, demand for
its brand partners’ and managed brands’ products, competition, its ability to improve operating efficiency and profitability,
its ability to manage inventory and working capital, the pace and effectiveness of its technology and automation initiatives, store expansion
and offline retail execution, relationships with brand partners and other third parties, as well as Baozun’s filings with the United
States Securities and Exchange Commission and its announcements, notices or other documents published on the website of The Stock Exchange
of Hong Kong Limited. All information provided in this announcement is as of the date hereof and is based on assumptions that Baozun believes
to be reasonable as of this date, and Baozun undertakes no obligation to update such information, except as required under applicable
law. Investors are cautioned not to place undue reliance on any forward-looking statements, which speak only as of the date they are made.