Zibuyu's 2025 Financial Report: Net Profit Soars 78.6%, Premium Brand RQ Revenue Nears 100 Million Yuan

[Ebrun Original] Cross-border e-commerce company Zibuyu recently released its 2025 annual report.

The report shows that Zibuyu achieved total operating revenue of 4.66 billion yuan in 2025, a year-on-year increase of 40.15%. Net profit attributable to shareholders reached 269 million yuan, surging 78.55% year-on-year. Both revenue and profit hit record highs. Meanwhile, the company's gross profit margin increased from 74.3% to 74.8%, up 0.5 percentage points.

In its financial report, Zibuyu described 2025 as a 'milestone year for brand building.' Brand premium became a key driver for Zibuyu's significant revenue and profit growth.

During the year, Zibuyu established its first brand book, defined user personas, and completed a visual identity upgrade. Concurrently, the company built an integrated online and offline marketing system. Online, leveraging overseas social platforms like Instagram and TikTok, it collaborated with top KOLs for brand promotion, gradually building overseas communities. Offline, it participated in New York and Paris Fashion Weeks, partnered with leading global fashion magazines, and officially established its New York studio within the year to advance local brand operations.

Specifically regarding brands, the strategic premium brand RQ performed exceptionally well, with revenue increasing nearly 1.9 times year-on-year to nearly 100 million yuan. Management believes this validates Zibuyu's pricing power in the mid-to-high-end fashion market.

In terms of sales channels and primary markets, Amazon and North America remain Zibuyu's core business foundation, but growth rates on other platforms and in other regions are also noteworthy.

In 2025, Zibuyu's revenue from third-party e-commerce platforms was 4.513 billion yuan, up 38.50% year-on-year, accounting for 96.85% of total revenue. Within this, Amazon revenue reached 4.264 billion yuan, a 37.86% increase year-on-year, representing 91.50% of total revenue. Revenue from its own websites was 81 million yuan, a substantial increase of 189.29% year-on-year, accounting for 1.74%. Revenue from the TikTok platform was 124 million yuan, up 77.14% year-on-year, representing 2.66% of total revenue.

Geographically, Zibuyu's revenue in North America was 4.540 billion yuan, a 40.34% increase year-on-year, accounting for 97.42% of total revenue. Revenue in Asia was 85 million yuan, up 25.00% year-on-year, representing 1.82%. Revenue in Europe was 16 million yuan, a 45.45% increase year-on-year, accounting for 0.34%.

Regarding expenses, selling and distribution expenses increased from 2.226 billion yuan to 3.086 billion yuan, a rise of 38.6%. The financial report attributed this mainly to increased freight and insurance costs due to higher sales volume, as well as increased marketing and advertising expenses. General and administrative expenses rose from 110 million yuan to 131 million yuan, an 18.69% increase, but their proportion of revenue decreased from 3.31% to 2.80%. The primary reason for the increase was higher share-based compensation expenses.

Looking ahead, Zibuyu outlined three strategic focuses: deep investment in AI development to empower various business segments; improving its global supply chain layout to steadily increase international production capacity contributions; and deepening its brand matrix and localization efforts to build differentiated global brands.

In 2025, Zibuyu delivered impressive results with high growth. However, sustainability will depend on whether this brand momentum can genuinely translate into recognition and loyalty from global consumers.