CMB International Securities analyst Saiyi He maintained a Buy rating on Baozun on August 29 and set a price target of $3.52.
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Saiyi He has given his Buy rating due to a combination of factors that highlight Baozun’s improving financial performance and strategic growth initiatives. The company reported a notable increase in total revenue for the second quarter of 2025, surpassing both internal and market expectations. This growth was driven by strong performances in both the Baozun E-commerce (BEC) and Baozun Brand Management (BBM) segments, with the latter showing impressive gains from the Gap and Hunter brands.
Furthermore, Saiyi He noted the company’s efforts in enhancing operating efficiency, which is expected to result in significant profitability improvements. The forecast for non-GAAP operating profit growth in the BEC segment was revised upwards, reflecting better-than-anticipated operational enhancements. Additionally, the BBM segment is projected to continue its revenue growth trajectory, supported by strategic marketing investments and optimized merchandising plans. These factors, combined with a slight adjustment in the target price, underpin the maintained Buy rating.
He covers the Communication Services sector, focusing on stocks such as Bilibili, Iqiyi, and Baidu. According to TipRanks, He has an average return of 18.4% and a 65.99% success rate on recommended stocks.