Baozun (BZUN) AI Stock Analysis

• Market Cap: $274.78M
• Dividend Yield: N/A
• Average Volume (3M): 534.11K
• Price to Earnings (P/E): ―
• Beta (1Y): 0.66
• Revenue Growth: 7.91%
• EPS Growth: 30.18%
• Country: US
• Employees: 7,650
• Sector: Consumer Cyclical
• Sector Strength: 84
• Industry: Specialty Retail
• EPS (TTM): -0.08
• Shares Outstanding: 57,835,484
• 10 Day Avg. Volume: 791,974
• 30 Day Avg. Volume: 534,107
• PEG Ratio: N/A
• Price to Book (P/B): N/A
• Price to Sales (P/S): N/A
• P/FCF Ratio: N/A
• Enterprise Value/Market Cap: 1.31
• Enterprise Value/Revenue: 0.04
• Enterprise Value/Gross Profit: 0.08
• Enterprise Value/Ebitda: -5.57
• 1Y Price Target: $4.01
• Price Target Upside: -8.86% Downside
• Rating Consensus: Moderate Buy
• Number of Analyst Covering: 2

• Rating: 63 Neutral
• Price Target: $4.50 ▲(2.27% Upside)

Baozun's stock score is driven by strong technical momentum, despite financial challenges and valuation concerns. The earnings call provided a positive outlook with revenue growth and strategic advancements, but profitability issues remain a significant risk.

Positive Factors

Revenue Growth

Consistent revenue growth indicates Baozun's resilience and ability to expand its market presence, crucial for long-term success in the competitive e-commerce sector.

Technological Advancements

Investments in technology enhance Baozun's competitive edge by improving market insights and decision-making, driving sustainable growth and operational efficiency.

Brand Management Performance

Strong brand management performance, particularly with major brands, boosts Baozun's market position and revenue potential, ensuring long-term client retention and growth.

Negative Factors

Profitability Challenges

Persistent profitability issues, as indicated by negative margins, pose a risk to Baozun's financial health, potentially limiting reinvestment and growth opportunities.

Cash Flow Issues

Negative free cash flow suggests liquidity constraints, which can hinder Baozun's ability to invest in growth initiatives and manage financial obligations effectively.

Increased Operating Expenses

Rising operating expenses, particularly in sales and marketing, can pressure margins and reduce profitability, challenging Baozun's cost management strategies.

Baozun Business Overview & Revenue Model

Company Description

Baozun Inc., through its subsidiaries, provides e-commerce solutions to brand partners in the People's Republic of China. The company offers IT infrastructure setup and integration, online store design and setup, online store operations, visual merchandising and marketing campaigns, customer services, and warehousing and order fulfilment. It serves brand partners in various categories, including apparel and accessories; appliances; electronics; home and furnishings; food and health products; beauty and cosmetics; fast moving consumer goods, and mother and baby products; and automobiles. The company was formerly known as Baozun Cayman Inc. and changed its name to Baozun Inc. in March 2015. Baozun Inc. was founded in 2007 and is headquartered in Shanghai, the People's Republic of China.

How the Company Makes Money

Baozun generates revenue through a multi-faceted revenue model that includes service fees and commission-based earnings. The primary revenue streams consist of providing end-to-end e-commerce solutions to brands, which involve setup fees for online stores, transaction-based commissions on sales made through these stores, and ongoing service fees for digital marketing and operational support. Additionally, Baozun earns income from logistics services and value-added services such as data analytics and customer engagement solutions. Significant partnerships with major brands and platforms, including Alibaba and Tencent, bolster its market position and contribute to its earnings by expanding its client base and enhancing service offerings.

Baozun Financial Statement Overview

Summary

Baozun is experiencing revenue growth but faces challenges in profitability and cash flow. The balance sheet is stable, 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	9.51B	9.42B	8.81B	8.40B	9.40B	8.85B
Gross Profit	4.53B	4.49B	3.90B	3.42B	3.46B	3.27B
EBITDA	-64.74M	190.85M	75.95M	-326.85M	109.78M	600.05M
Net Income	-181.64M	-185.20M	-278.42M	-606.79M	-209.26M	425.99M
Balance Sheet
Total Assets	9.72B	10.21B	10.47B	10.12B	12.32B	10.47B
Cash, Cash Equivalents and Short-Term Investments	2.22B	2.56B	2.87B	3.04B	4.61B	5.03B
Total Debt	2.42B	2.52B	2.75B	2.41B	3.98B	2.80B
Total Liabilities	4.02B	4.43B	4.62B	4.45B	5.84B	4.34B
Stockholders Equity	3.84B	3.91B	4.10B	4.08B	5.94B	6.11B
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: Positive
• Last Price: 4.40
• 50DMA: Positive
• 100DMA: Positive
• 200DMA: Positive
• MACD: Negative
• RSI: Neutral
• STOCH: Neutral

Evaluating momentum and price trends is crucial in stock analysis to make informed investment decisions. For BZUN, the sentiment is Positive. The current price of 4.4 is above the 20-day moving average (MA) of 3.78, above the 50-day MA of 3.18, and above the 200-day MA of 3.00, indicating a bullish trend. The MACD of 0.44 indicates Negative momentum. The RSI at 65.41 is Neutral, neither overbought nor oversold. The STOCH value of 72.46 is Neutral, not indicating any strong overbought or oversold conditions. Overall, these indicators collectively point to a Positive sentiment for BZUN.

Baozun Peers Comparison

Name	Overall Rating	Market Cap	P/E Ratio	ROE	Dividend Yield	Revenue Growth	EPS Growth
VIPS	79 Outperform	9.31B	10.26	19.36%	2.56%	-5.24%	-12.89%
BABA	79 Outperform	396.30B	18.79	12.88%	1.22%	5.48%	128.65%
MNSO	77 Outperform	7.69B	23.69	25.38%	2.49%	10.93%	-10.83%
BWMX	76 Outperform	503.40M	17.16	61.13%	9.02%	-8.56%	-57.78%
JD	74 Outperform	56.23B	9.95	17.28%	2.77%	14.61%	32.78%
BZUN	63 Neutral	$274.78M	―	-4.73%	―	7.91%	30.18%
Sector *	61 Neutral	$18.38B	12.79	-2.54%	3.03%	1.52%	-15.83%

Baozun Corporate Events

Baozun Reports August 2025 Share Movements

Baozun Inc. submitted a monthly return form to The Stock Exchange of Hong Kong Limited on September 3, 2025, detailing movements in its authorized share capital and issued shares for August 2025. The report highlighted a decrease in issued shares, with 2,340,033 fewer shares at the end of August compared to the previous month. This movement in shares could impact the company’s market positioning and shareholder value.

Baozun Inc. Announces Share Issuance and Repurchase on August 20, 2025

On August 20, 2025, Baozun Inc. announced changes in its issued shares, including the issuance of new shares under its share incentive plans and the repurchase and cancellation of shares. These changes reflect the company’s ongoing efforts to manage its equity structure and incentivize key personnel. The repurchase of over 2.5 million shares, which were cancelled, indicates a strategic move to consolidate shares and potentially enhance shareholder value. This announcement is likely to impact Baozun’s market positioning by optimizing its capital structure and aligning with its strategic goals.

Baozun Reports Stable Share Capital for July 2025

Baozun Inc. submitted a monthly return form to The Stock Exchange of Hong Kong Limited on August 4, 2025, detailing the movements in its authorized share capital and issued shares for July 2025. The report indicates that there were no changes in the number of authorized or issued shares during the month. This submission is part of Baozun’s regulatory compliance and transparency efforts, reflecting its stable share capital structure, which may reassure investors and stakeholders about the company’s financial stability and governance.

Baozun Reports June 2025 Share Capital Movements

Baozun Inc. submitted a monthly return form to The Stock Exchange of Hong Kong Limited on July 4, 2025, detailing movements in its authorized share capital and issued shares for June 2025. The report highlights that there were no changes in the authorized share capital, which remained at 500,000 USD, while the issued shares saw a slight increase. This update is significant for stakeholders as it reflects the company’s current financial positioning and operational stability in the market.