Baozun (BZUN) AI Stock Analysis

• Market Cap: $166.96M
• Dividend Yield: N/A
• Average Volume (3M): 181.06K
• Price to Earnings (P/E): ―
• Beta (1Y): 0.65
• Revenue Growth: 5.62%
• EPS Growth: 10.10%
• Country: US
• Employees: 7,650
• Sector: Consumer Cyclical
• Sector Strength: 84
• Industry: Specialty Retail
• EPS (TTM): -0.26
• Shares Outstanding: 57,845,684
• 10 Day Avg. Volume: 195,565
• 30 Day Avg. Volume: 181,055
• PEG Ratio: 0.19
• Price to Book (P/B): 0.30
• Price to Sales (P/S): 0.13
• P/FCF Ratio: -11.10
• Enterprise Value/Market Cap: 2.72
• Enterprise Value/Revenue: 0.05
• Enterprise Value/Gross Profit: 0.09
• Enterprise Value/Ebitda: 16.86
• 1Y Price Target: N/A
• Price Target Upside: N/A
• Rating Consensus: Moderate Buy
• Number of Analyst Covering: 1
• EPS Forecast (FY): N/A
• Revenue Forecast (FY): N/A

• Rating: 45 Neutral
• Price Target: $3.00 ▲(8.30% Upside)

Baozun's overall stock score is primarily influenced by its financial performance and technical analysis. While the company shows revenue growth, profitability and cash flow issues are significant concerns. Technical indicators suggest bearish momentum, further impacting the score. Valuation challenges, including a negative P/E ratio, also weigh on the overall assessment.

Positive Factors

Revenue Growth

Consistent revenue growth indicates strong market demand and effective business strategies, supporting long-term expansion.

Improved Profitability

Improved profitability through margin expansion enhances financial stability and supports sustainable growth.

Cash Position

A strong cash position provides financial flexibility for strategic investments and resilience against economic fluctuations.

Negative Factors

Profitability Challenges

Persistent profitability issues indicate challenges in cost management, potentially hindering long-term financial health.

Cash Flow Issues

Negative free cash flow suggests potential liquidity constraints, which could limit growth opportunities and operational flexibility.

Increased Expenses

Rising expenses without proportional revenue growth can pressure margins and affect long-term profitability.

Baozun Business Overview & Revenue Model

Company Description

Baozun Inc. is a leading e-commerce solutions provider in China, specializing in helping brands establish and optimize their online presence. The company operates primarily in the technology and e-commerce sectors, offering a comprehensive suite of services that include online store setup, digital marketing, warehousing, and logistics. Baozun partners with various international and domestic brands to manage their e-commerce operations across multiple platforms, ensuring a seamless and efficient shopping experience for consumers.

How the Company Makes Money

Baozun generates revenue through a variety of streams, primarily by charging brands for its e-commerce solutions and services. These include setup fees for online stores, ongoing service fees for managing operations, performance-based commissions from sales generated through the platforms it manages, and revenue from logistics and warehousing services. Additionally, Baozun benefits from strategic partnerships with major e-commerce platforms like Tmall and JD.com, which enhance its market reach and operational capabilities. The company's ability to provide a full-service e-commerce solution allows it to capture a significant share of the revenue generated by the brands it supports.

Baozun Financial Statement Overview

Summary

Baozun is experiencing revenue growth but struggles with profitability and cash flow stability. The balance sheet is stable with manageable leverage, but negative returns and cash flow issues highlight the need for strategic adjustments.

Income Statement

Baozun's revenue has shown moderate growth over the years, with a 6.9% increase from 2023 to 2024. However, the company has been struggling with profitability, as indicated by negative EBIT and net income margins in recent years. The gross profit margin remains healthy at around 47.6% for 2024, but the persistent negative net profit margin highlights ongoing challenges in managing costs and achieving profitability.

Balance Sheet

The balance sheet indicates a stable equity position, with a debt-to-equity ratio of 0.64 in 2024, suggesting manageable leverage. However, the equity ratio has decreased slightly, reflecting a potential risk in asset financing. The return on equity remains negative due to net losses, which is a concern for long-term sustainability.

Cash Flow

Baozun's cash flow situation is mixed. The operating cash flow has decreased significantly from 2023 to 2024, and free cash flow has turned negative, indicating potential liquidity issues. The operating cash flow to net income ratio is positive, suggesting that the company is generating cash despite net losses, but the negative free cash flow to net income ratio is a concern.

Breakdown	TTM	Dec 2024	Dec 2023	Dec 2022	Dec 2021	Dec 2020
Income Statement
Total Revenue	9.77B	9.42B	8.81B	8.40B	9.40B	8.85B
Gross Profit	4.81B	4.49B	3.90B	3.42B	3.46B	3.27B
EBITDA	26.90M	190.85M	75.95M	-326.85M	109.78M	669.29M
Net Income	-204.01M	-185.20M	-278.42M	-653.29M	-219.83M	425.99M
Balance Sheet
Total Assets	9.79B	10.21B	10.46B	9.98B	12.30B	10.45B
Cash, Cash Equivalents and Short-Term Investments	2.53B	2.92B	3.07B	3.10B	4.69B	5.17B
Total Debt	2.40B	2.52B	2.75B	2.38B	3.98B	2.79B
Total Liabilities	4.27B	4.43B	4.62B	4.38B	5.83B	4.32B
Stockholders Equity	3.70B	3.91B	4.09B	4.03B	4.89B	6.10B
Cash Flow
Free Cash Flow	0.00	-106.99M	283.25M	175.65M	-381.69M	198.96M
Operating Cash Flow	0.00	101.28M	448.25M	382.61M	-96.11M	310.01M
Investing Cash Flow	0.00	-817.61M	-340.37M	-1.31B	375.82M	-616.37M
Financing Cash Flow	0.00	-19.74M	-8.03M	-1.65B	749.95M	2.67B

Baozun Technical Analysis

• Technical Analysis Sentiment: Negative
• Last Price: 2.77
• 50DMA: Negative
• 100DMA: Negative
• 200DMA: Negative
• MACD: Negative
• RSI: Neutral
• STOCH: Positive

Evaluating momentum and price trends is crucial in stock analysis to make informed investment decisions. For BZUN, the sentiment is Negative. The current price of 2.77 is below the 20-day moving average (MA) of 2.87, below the 50-day MA of 3.21, and below the 200-day MA of 3.09, indicating a bearish trend. The MACD of -0.10 indicates Negative momentum. The RSI at 38.08 is Neutral, neither overbought nor oversold. The STOCH value of 19.19 is Positive, not indicating any strong overbought or oversold conditions. Overall, these indicators collectively point to a Negative sentiment for BZUN.

Baozun Peers Comparison

Name	Overall Rating	Market Cap	P/E Ratio	ROE	Dividend Yield	Revenue Growth	EPS Growth
VIPS	81 Outperform	$9.91B	10.55	17.83%	2.39%	-2.43%	-8.11%
BABA	73 Outperform	$375.73B	21.18	12.39%	1.27%	5.14%	50.76%
JD	70 Outperform	$42.66B	9.98	13.68%	3.33%	15.27%	-4.99%
Sector *	61 Neutral	$18.38B	12.79	-2.54%	3.03%	1.52%	-15.83%
CPNG	60 Neutral	$47.24B	121.30	8.73%	―	16.63%	-62.54%
ETSY	57 Neutral	$5.28B	37.65	―	―	1.98%	-20.98%
BZUN	45 Neutral	$166.96M	―	-9.49%	―	5.62%	10.10%

Baozun Corporate Events

Baozun Reports November 2025 Share Capital Movements

On December 3, 2025, Baozun Inc. submitted a monthly return form to The Stock Exchange of Hong Kong Limited, detailing movements in its authorized share capital and issued shares for November 2025. The report highlighted that there were no changes in the authorized share capital, maintaining a balance of 470 million WVR ordinary shares A and 30 million WVR ordinary shares B. The issued shares saw a slight increase, with 11,700 new shares issued, bringing the total to 173,548,753 shares. This update reflects Baozun’s ongoing adjustments in its share structure, which may impact its market positioning and shareholder value.

Baozun Inc. Schedules Board Meeting to Approve Q3 2025 Financial Results

Baozun Inc. announced that its board of directors will hold a meeting on November 25, 2025, to approve the company’s unaudited financial results for the third quarter ended September 30, 2025. The results will be published on the same day, with an earnings conference call scheduled for later that evening. This announcement is significant as it reflects Baozun’s ongoing commitment to transparency and regulatory compliance, potentially impacting investor confidence and market positioning.

Baozun Reports October 2025 Share Capital Movements

Baozun Inc. announced a submission to The Stock Exchange of Hong Kong Limited detailing movements in its authorized share capital and issued shares for October 2025. The report, submitted on November 6, 2025, highlights that there was no change in the number of authorized shares, which remained at 470 million for Class A and 30 million for Class B shares. The number of issued shares increased slightly due to the issuance of new shares under the 2022 Share Incentive Plan. This update reflects Baozun’s ongoing efforts to manage its capital structure effectively, which is crucial for maintaining its competitive position in the e-commerce sector.

Baozun Reports September Share Capital Movements

On October 8, 2025, Baozun Inc. submitted a monthly return form to The Stock Exchange of Hong Kong Limited, detailing the movements in its authorized share capital and issued shares for September 2025. The report highlighted that there were no significant changes in the authorized share capital, which remained at 50,000 USD, and a slight increase in the issued shares due to the exercise of share options. This update reflects Baozun’s ongoing compliance with regulatory requirements and provides transparency to its stakeholders regarding its capital structure.

Baozun Releases 2025 Interim Report Highlighting First Half Performance

Baozun Inc. has released its interim report for the first half of the fiscal year ending December 31, 2025, as required by the Hong Kong Stock Exchange. This report, dated September 18, 2025, provides insights into the company’s financial performance and strategic direction during the reporting period from January 1, 2025, to June 30, 2025. The release of this report is expected to impact stakeholders by providing transparency and updates on Baozun’s operational progress and market positioning.