On August 27, Baozun released its Q2 2026 financial report and announced an increase in its 2028 non-GAAP operating profit target from 550 million yuan to 700 million yuan, a rise of over 27%. This adjustment sends a clear signal of the ongoing effectiveness of its strategic transformation and the continued improvement of its profitability. Baozun stated that the strategic transformation over recent years has demonstrated the resilience, scalability, and profit potential of its business model.

```htmlOn August 27, Baozun released its financial report for the second quarter of 2026 and announced an upward revision of its 2028 non-GAAP operating profit target from the previous 550 million yuan to 700 million yuan, an increase of over 27%. This adjustment sends a clear signal that the strategic transformation is continuing to be effective and profitability is further improving. Baozun stated that the strategic transformation in recent years has validated the resilience, scalability, and profit potential of its business model. With the accelerated implementation of AI empowerment and deepening synergy between the two main business segments, operating efficiency and synergistic value are expected to be further released, providing a solid foundation for the higher profit target in 2028.```