Baozun Inc.
BZUN · Price history
Price at last available close
$3.29
+$0.20 (+6.47%) 1M
2026-10-28
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Company & revenue
About Baozun Inc.
Primary reporting period: 2025-12-31 · Research updated Oct 12, 2026. A research update is not a new financial filing.
Who they are
Baozun Inc., operating through its network of subsidiaries, provides a comprehensive suite of digital commerce services to brand partners across the People's Republic of China. The company's extensive offerings include establishing and integrating IT infrastructure, designing and launching online retail platforms, managing daily store operations, executing visual merchandising and promotional campaigns, providing dedicated customer support, and overseeing logistics such as warehousing and order fulfillment. Baozun caters to brands in a wide array of sectors, including apparel and accessories, household appliances, consumer electronics, home goods and furnishings, food and health products, beauty and cosmetics, fast-moving consumer goods (FMCG), mother and baby products, and the automotive industry.
How they make money
Baozun operates as a brand e-commerce solutions provider and brand management company. It generates revenue through service fees for e-commerce operations, digital marketing, IT services, and customer service, as well as through the direct sale of products and brand management activities where it assumes inventory risk or manages brand operations.
Products & services
Baozun provides end-to-end e-commerce solutions including IT infrastructure, store operations, digital marketing, customer service, and warehousing and logistics. It also manages brands through its Baozun Brand Management (BBM) segment.
Brands & revenue mix
No separate brand or brand-level revenue disclosure was confirmed in the reviewed sources. This does not mean the company has no brands.
Product / operating segments
Geographic revenue
Period ended 2025-12-31Source
Calculated from reported segment revenue. Check the source period and revenue basis before comparing shares. Categories can overlap and may not add to 100%.
Customer types
- Global and domestic brand partnersSource
Customer concentration
The company relies on a limited number of brand partners for a significant portion of its revenue, with the loss of any major brand partner potentially impacting financial results as of 2025-12-31.
Suppliers, materials & equipment
- Logistics and warehousing service providers — Various third-party logistics providers that support the company's warehousing and fulfillment operations.Source
- Cloud computing and IT infrastructure providers — Providers of cloud hosting and server infrastructure necessary for the company's e-commerce platforms.Source
Strengths
Wall Street Score
Overall investment score · Quality, value, risk and opportunity
36
Poor
View category scores →
Company Quality
How good is the actual business—regardless of today’s stock price?
50
Fair
Financial Strength
70
Business Quality / Moat
73
Management
23
Growth Quality
31
Risk / Durability
17
Uses financial strength, moat, management, growth quality and durability. It excludes share price, P/E, market cap, intrinsic value and margin of safety.
Opportunity
Opportunity Score · How does the current price compare with estimated value?
44
Avoid
Based on current valuation, company quality, recent trends, and available market signals.
View score details →
Model Outlook
12-month model · What does the model think happens next?
54/100
Building Historical Record
Model Score 54/100 — estimates relative performance potential, distinct from the overall Wall Street Score and the separate Company Quality score.
Probability unavailable — the model has not produced a calibrated probability yet.
Click for full breakdown →
WSS View
The quick read
The overall Wall Street Score is low across its combined quality, valuation and risk inputs. This can reflect an expensive share price, business weaknesses, or both; check Company Quality and the category breakdown before drawing a conclusion.
At today’s price, the WSS valuation framework currently reads as less attractive based on the available valuation and market data.
The model outlook is currently moderate.
- •Balance-sheet / debt profile scores strongly
- •Insider activity signal is favorable
- •Recent buyback activity is present
- •Debt service risk
- •Repurchase headline · Sep 24, 2026
- •M&A headline · Sep 21, 2026
- •Valuation is a weaker part of the current profile
- •Revenue fundamentals are weak
Company-specific research
Questions worth answering for BZUN
These questions are generated from this company's current financial and score data so the page adds context instead of treating the headline score as a stand-alone conclusion.
- •Can BZUN maintain its current revenue growth rate and improve the amount of that revenue that turns into earnings and cash?
- •Is BZUN's positive free cash flow repeatable, or is the current level being helped by temporary working-capital or spending changes?
- •Does BZUN's balance between cash and debt leave enough flexibility if business conditions weaken?
- •What specifically needs to improve for BZUN to reach sustainable profitability?
- •What future growth or profitability would be needed to justify BZUN's current valuation?
Essential Investment Snapshot
Wall Street Score
36
Opportunity Score
44
Market Cap
$190.8M
P/E Ratio
-8.7
EPS
$-0.35
52-Week High
$4.25
52-Week Low
$2.07
Beta
0.51
Analyst Target
$3.80
Shares Outstanding
57.8M
Total Revenue
$1.56B
Total Debt
$316.0M
Dividend
No current dividend
Liquidation Value / Share
$14.20
Momentum & Volatility Signals
Two different market-behavior signals. Momentum measures direction and trend strength. Volatility measures how large and unstable the price moves are, regardless of direction.
Neutral / mixed momentum
Elevated movement
A high momentum score means price has been trending upward with confirming short- and medium-term strength. A low score means downward or weakening momentum.
A high volatility score means larger, less stable price swings. It can happen while a stock is rising or falling, so high volatility is not automatically bullish or bearish.
Important: the volatility score above is based on realized price volatility. Implied volatility (IV) comes from options prices and represents the market's expected future movement. Wall Street Score will keep IV separate and will only display it when a verified options-chain feed is available.
Notices for BZUN
Detected from reported data — verify before acting.Historical repurchase activity
Reported cash flows or share-count measures indicate past repurchase activity. This does not verify an active buyback authorization or future purchases.
Debt service risk
Interest coverage is low (~1.7x). Earnings may be strained to cover interest expense.
Repurchase headline · Sep 24, 2026
Baozun Announces US$10 million Share Repurchase Program — This is a provider-linked headline, not an independently confirmed event. Check the article and company filings for the subject, proposed/completed status, and subsequent updates.
PRNewsWireM&A headline · Sep 21, 2026
Insider Buying: Baozun (NASDAQ:BZUN) CEO Acquires $20,002.00 in Stock — This is a provider-linked headline, not an independently confirmed event. Check the article and company filings for the subject, proposed/completed status, and subsequent updates.
Defense WorldM&A headline · Sep 21, 2026
Insider Buying: Baozun (NASDAQ:BZUN) CEO Acquires $20,164.00 in Stock — This is a provider-linked headline, not an independently confirmed event. Check the article and company filings for the subject, proposed/completed status, and subsequent updates.
Defense WorldCommunity Sentiment
0 active · 0 total callsNo personal call yet on BZUN.
Potential upside factors
- +Growth opportunities may come from revenue expansion, margin improvement, new products, market-share gains, and stronger cash flow.
- +Deep integration with major e-commerce platforms in China.
- +Comprehensive end-to-end e-commerce service capabilities.
- +Positive free cash flow may provide capacity to invest in growth.
Potential downside factors
- −Key risks may include competition, margin pressure, debt levels, valuation risk, and changes in demand within the Specialty Retail industry.
- −Dependence on a limited number of brand partners.
- −Intense competition in the e-commerce services industry.
- −Regulatory risks in the Chinese e-commerce and data privacy sectors.
These research factors come from saved company research and financial data, not community votes. They are starting points to verify against filings, not buy or sell recommendations.
Create a free account to make a call.
Scores
Click any score for full breakdownWas this stock page easy to understand?
One click helps us improve the research experience. This is not tied to an investment decision.
Score Changes
5 historical score records availablePrevious Score
36
Sep 9, 2026
Change
Unchanged
Current Score
36
Oct 1, 2026
Category Changes
BZUN score was unchanged.
Projected Score
Projected Score
34
Projected Change
-1.4 points
Preliminary comparable-period financial changes suggest decline of approximately 1.4 points. This is a projected estimate, not the official WallStreetScore.
Price vs. Value
Valuation unavailableCurrent Price
$3.29
Model Intrinsic Value
—
Difference
—
Margin of Safety
—
Intrinsic value is not currently available for this stock, so valuation can't be calculated.
Financial Charts
Revenue
Additional Metrics
Operating Cash Flow
Total Debt
Total Assets
Net Margin %
Free includes 3 annual periods plus available TTM; Premium includes up to 10 annual periods. History depends on available company filings. Swipe the table horizontally to see older periods. A dash means unavailable, not zero.
| Line Item | TTM | 2025 | 2024 | 2023 | 2022 | 2021 | 2020 | 2019 | 2018 | 2017 | 2016 |
|---|---|---|---|---|---|---|---|---|---|---|---|
| Revenue | $1.56B | $1.48B | $1.40B | $1.31B | ···· | ···· | ···· | ···· | ···· | ···· | ···· |
| Cost of Revenue | $654.8M | $727.4M | $734.8M | $732.0M | ···· | ···· | ···· | ···· | ···· | ···· | ···· |
| Gross Profit | $900.2M | $753.3M | $668.0M | $580.0M | ···· | ···· | ···· | ···· | ···· | ···· | ···· |
| Research & Development | $16.9M | $0.00 | $0.00 | $75.2M | ···· | ···· | ···· | ···· | ···· | ···· | ···· |
| SG&A Expenses | $725.9M | $684.7M | $610.4M | $548.6M | ···· | ···· | ···· | ···· | ···· | ···· | ···· |
| Operating Expenses | $868.5M | $742.1M | $685.1M | $610.7M | ···· | ···· | ···· | ···· | ···· | ···· | ···· |
| EBITDA | -$3.7M | $9.8M | $28.4M | $11.3M | ···· | ···· | ···· | ···· | ···· | ···· | ···· |
| Operating Income | $31.7M | $11.2M | -$17.1M | -$30.7M | ···· | ···· | ···· | ···· | ···· | ···· | ···· |
| Interest Expense | $5.7M | $6.6M | $5.8M | $6.2M | ···· | ···· | ···· | ···· | ···· | ···· | ···· |
| Income Before Tax | -$4.0M | -$28.2M | -$17.5M | -$31.4M | ···· | ···· | ···· | ···· | ···· | ···· | ···· |
| Income Tax Expense | $5.7M | $1.5M | $3.1M | $1.8M | ···· | ···· | ···· | ···· | ···· | ···· | ···· |
| Net Income | -$20.2M | -$36.0M | -$27.6M | -$41.5M | ···· | ···· | ···· | ···· | ···· | ···· | ···· |
| Basic EPS | $-0.35 | $-0.60 | $-0.46 | $-0.70 | ···· | ···· | ···· | ···· | ···· | ···· | ···· |
| Basic Shares | 58.13M | 57.83M | 59.83M | 59.43M | ···· | ···· | ···· | ···· | ···· | ···· | ···· |
| Diluted Shares | 58.93M | 57.83M | 59.83M | 59.46M | ···· | ···· | ···· | ···· | ···· | ···· | ···· |
Earnings Summary
Revenue
$407.2M
Estimate unavailable.
Revenue Beat/Miss
Not available (no estimate stored)
EPS
$0.04
Estimate unavailable.
EPS Beat/Miss
Not available (no estimate stored)
Debt Change
-10.5%
Cash Change
+8.0%
Margin Change
+2.0 pp
Debt and cash show percentage changes versus the comparison period; margin shows the change in percentage points (pp). These are company-wide changes, not per-share amounts.
Financial Changes Since Prior Period
What Improved
- Margins expanded
- Cash position grew
- Debt reduced
Potential Score Impact
Positive indicators included revenue growth, cash levels, debt levels, net income margin. Pressure indicators included EPS growth. These factors may support or pressure the Revenue, Management, Financial, and Debt categories; this summary does not claim that the stored scores changed.
Stored Earnings Analysis
Revenue increased 7.2%. EPS declined 148.3%. Cash increased 8.0%. Total debt declined 10.5%. Net income margin improved by 2.0 percentage points.
Earnings-Call Transcript
Earnings-call transcript analysis is not currently available.
These results may influence future scores when the next evaluation is completed.
Insider Activity
Guru / Smart Money
Guru Score
Smart Money
Number of Gurus
Total Guru Value
Avg Portfolio Weight
Largest Holder
Largest Holder %
New Positions
Increased Positions
Reduced Positions
Exited Positions
Net Guru Sentiment
Short Interest
Dividend History
Dividend data is not available yet. Missing data does not mean this company pays no dividend.
Conservative Projected Values
3 Years
$———.——
5 Years
$———.——
10 Years
$———.——
Conservative Projection Rate
——%
Conservative Projected Values — price projections derived from actual 10-year adjusted historical returns, conservatively adjusted and capped at 8% annually. These are distinct from the Outperformance Model Score and WallStreetScore.
Conservative Projected Values
Premium unlocks the 3-year, 5-year, and 10-year conservative projected values with full calculation breakdowns based on actual historical returns.
Start 7-Day Free TrialHistorical Outperformance Record
Premium includes stored forecasts and any available evaluated results. Completed results, win rates and calibrated probabilities are shown only when supported records exist; access does not create historical outcomes.
Start 7-Day Free TrialHistorical Trends
5 historical recordsHistorical Score Chart
3 of 5 records shownWall Street Score
Debt Score
Revenue Score
Asset Score
Capital Score
Management Score
Moat Score
Valuation Score
Buffett Score
Intrinsic Value
Value Reference
Margin of Safety %
Related Companies
Specialty RetailNews
Baozun Announces US$10 million Share Repurchase Program
Wenbin Qiu Buys 6,900 Shares of Baozun (NASDAQ:BZUN) Stock
Wenbin Qiu Purchases 7,000 Shares of Baozun (NASDAQ:BZUN) Stock
Insider Buying: Baozun (NASDAQ:BZUN) CEO Acquires $20,002.00 in Stock
Rumor Mill · BZUN
Corporate developments & opportunities
No reviewed developments match this filter.
Evidence credibility is not a forecast of stock performance. Rumor Mill is separate from the WSS score.
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