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Baozun Inc. BZUN

Consumer Cyclical — Internet Retail
Insider Buys (last 12m)
Insider Buys alert about insiders buying in the last 12 month

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Insider Decisions

Total buys
1.48
in millions of $
Nov 25 Feb 26 May 26 Aug 26
Buy — — — — — 1 8 4 12 — — 3
Sell — — — — — — — — — — — —
Insider Ownership
7.62%

Capital & Financial Ratios

Market Cap
149.31
Revenue
1,530.82
Net Income
(28.54)
Free Cash Flow
30.19
Net Debt
(244.77)
Current Ratio
1.90
Debt/Equity
0.23
P/E ratio
0.00
P/S ratio
0.11
P/B ratio
0.21
Past 5Y EPS Growth
—
This Y EPS Growth
124.68%
Next Y EPS Growth
76.40%
Next 5Y EPS Growth
31.00%
in millions of $

Dividends

Payout Ratio
0.00
Annual Dividend Rate
—
Annual Dividend Yield
—
total individual payouts
2025 ‡‡‡
2024 ‡‡‡
2023 ‡‡‡
2022 ‡‡‡
2021 ‡‡‡
predictions in italic, special payouts not included in total or ratios

Assets vs Liabilities

2023 2024 2025 Q'26
Cash 432.80 401.06 400.63 427.37
Receivables 319.92 279.59 311.65 312.06
Inventory 147.20 153.09 125.76 120.36
Other 43.82 55.40 52.43 44.16
1,026.89 988.34 972.84 995.12
2023 2024 2025 Q'26
Payables 79.38 85.03 66.65 66.83
ST’ Debt 157.15 167.27 172.71 182.60
Other — 0.02 — —
529.30 513.41 521.26 523.88
in millions of $

Compound Annual Growth

10y 5y 3y
Sales ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡
Cash Flow ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡
Earnings ‡‡‡ ‡‡‡ ‡‡‡
Book Value ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡

Revenue

Mar Jun Sep Dec Year
’26 345.18 404.26 — —
—
’25 284.48 356.34 302.89 478.49
1,422.19
’24 274.20 329.01 293.12 394.51
1,290.84
’23 274.89 319.97 249.95 396.35
1,241.15
’22 312.99 316.81 244.78 343.39
1,217.98
’21 308.39 356.86 294.68 514.54
1,474.48
’20 215.18 304.61 269.41 567.37
1,356.56
in millions of $

Operating Cash Flow

Mar Jun Sep Dec Year
’26 — — — —
—
’25 — — — 60.12
60.12
’24 — (12.51) — 13.88
13.88
’23 — — — 63.14
63.14
’22 — — — 55.47
55.47
’21 — — — (15.08)
(15.08)
’20 — 60.67 — 47.51
47.51
in millions of $

Free Cash Flow

Mar Jun Sep Dec Year
’26 — — — —
—
’25 — — — 38.12
38.12
’24 — (23.98) — (14.66)
(14.66)
’23 — — — 30.71
30.71
’22 — — — 17.89
17.89
’21 — — — (70.44)
(70.44)
’20 — 52.28 — 23.21
23.21
in millions of $

EPS

Mar Jun Sep Dec Year
’26 (0.02) 0.04 — —
—
’25 (0.15) (0.08) (0.26) (0.09)
(0.60)
’24 (0.15) (0.07) (0.21) 0.00
(0.42)
’23 (0.21) (0.05) (0.29) (0.11)
(0.66)
’22 (0.29) (0.19) (0.40) (0.70)
(1.55)
’21 0.00 0.16 (0.62) (0.02)
(0.48)
’20 0.01 0.28 0.16 0.49
1.03

Target Price Range

High
‡‡‡‡‡
‡‡‡‡‡
Average
‡‡‡‡‡
‡‡‡‡‡
Low
‡‡‡‡‡
‡‡‡‡‡

Recommendation Rating

1.4
1
Buy
2
3
Hold
4
5
Sell
2016 2017 2018 2019 2020 2021 2022 2023 2024 2025 2026 2027 2028
‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡ 3.41 2.62 1.90 2.12 — — —
Low Price
‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡ 14.75 8.62 4.38 4.88 — — —
High Price
‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ 7,588 7,827 7,650 6,762 — — —
Employees
‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ 0.16 0.16 0.17 0.21 — — —
Revenue/Emp
‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ 1,217.98 1,241.15 1,290.84 1,422.19 ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡
Revenue
‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ 73.15% 72.66% 73.74% 74.10% — — —
Gross Margin
‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ (84.14) (30.57) (12.74) (28.71) — — —
EBT
‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ (6.91%) (2.46%) (0.99%) (2.02%) ‡‡‡ ‡‡‡ ‡‡‡
EBT Margin
‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ (88.49) (31.38) (18.96) (28.54) ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡
Net Income
‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ 28.50 35.44 33.54 31.71 — — —
Depreciation
‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ 19.94 20.85 21.55 24.59 ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡
Revenue/Sh
‡‡‡‡ ‡‡‡‡ ‡‡‡‡ ‡‡‡ ‡‡‡‡ ‡‡‡‡‡ (1.55) (0.66) (0.42) (0.60) ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡
Earnings/Sh
‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ 0.91 1.06 0.23 1.04 ‡‡‡‡‡ — —
Cash Flow/Sh
‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ (0.62) (0.54) (0.48) (0.38) ‡‡‡ ‡‡‡ ‡‡‡
Capex/Sh
‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ 0.29 0.52 (0.24) 0.66 — — —
Free CF/Sh
‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ 10.06 10.10 9.40 13.44 ‡‡‡‡‡ — —
Book Value/Sh
‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ 61.09 59.52 59.89 57.83 ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡
Shares
‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡ 0.00 0.00 0.00 0.00 ‡‡‡‡ ‡‡‡‡ ‡‡‡‡
PE Ratio
‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ 0.28 0.13 0.13 0.11 ‡‡‡ ‡‡‡ ‡‡‡
PS Ratio
‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ 0.56 0.26 0.29 0.20 ‡‡‡ ‡‡‡ ‡‡‡
PB Ratio
‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ 0.11 0.00 0.04 (0.05) ‡‡‡‡ ‡‡‡ ‡‡‡‡
EV/Sales
‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ 5.82 (1.41) 4.59 (2.44) — — —
EV/FCF
‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ 55.47 63.14 13.88 60.12 ‡‡‡ ‡‡‡ ‡‡‡
Op' Cash Flow
‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ (37.59) (32.42) (28.53) (22.00) ‡‡‡‡‡ — —
Capex
‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ 17.89 30.71 (14.66) 38.12 ‡‡‡‡‡ — —
FCF
‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ 538.69 497.59 474.92 451.58 — — —
Working Cap'
‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ 244.37 157.15 167.27 172.71 — — —
Total Debt
‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ (211.06) (275.65) (233.79) (227.92) — — —
Net Debt
‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ 614.49 600.98 563.09 777.05 — — —
Sh' Equity
‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ (5.57%) (2.67%) (1.77%) (2.49%) — — —
ROA
‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ 0.75% (5.58%) (2.99%) 0.92% — — —
ROIC
‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ (13.45%) (6.45%) (4.36%) (5.17%) — — —
ROE
predictions in italic, sparklines do not include predictions

Analyst Commentary (Summary)

Baozun Inc. (BZUN), a key player in China’s brand e-commerce services, is trading at rock-bottom levels—near its yearly low with sky-high analyst upside potential of nearly 10x (985% mean target, up to 1,167%). Despite post-pandemic revenue dips and profitability losses from lockdowns and regulations, the company boasts impressive gross margin expansion to 73.7% and a shift to higher-value services, with forecasts eyeing 10% revenue growth in 2025 and a flip to positive EPS by then.

Fundamentals show resilience: debt slashed 66%, cash-rich balance sheet, and steady revenue per employee amid workforce optimization. Stock multiples scream undervaluation—PS at 0.13x and PB at 0.29x versus historical norms—decoupled from 121% revenue-per-share growth since 2016, hammered by COVID, tech crackdowns, and ADR fears.

China’s stimulus-fueled recovery could unleash this coiled spring, with mid-single-digit growth, margin normalization, and positive free cash flow projected through 2027. Risks like regulations linger, but the skewed risk-reward makes BZUN a compelling watch for patient investors chasing China e-commerce rebound—dive into the full analysis for the details.

Read full commentary →

Baozun Inc. (BZUN) Latest News

News by impact score

Fine-tune

31 Aug

3 transcript www.fool.com, 9:21 AM
Baozun Inc. held its Q2 2026 earnings call covering financial results, operations, and outlook. Quarterly earnings calls supply performance data and guidance that can move investor sentiment and stock trajectory.

27 Aug

4 , 6:00 AM
Baozun Inc. (BZUN) announces its unaudited financial results for the second quarter of 2026. Quarterly financial results directly shape valuation, investor sentiment, and company trajectory.

4 Simply Wall St., 6:24 AM
Baozun Inc. is projected to reach profitability within the next year, driven by strategic initiatives and market conditions that favor its growth. The company is focusing on enhancing its operational efficiency and expanding its service offerings, which are expected to contribute positively to its financial performance. Investors are optimistic about the potential turnaround, as the company navigates challenges in the e-commerce landscape. The anticipated shift towards profitability indicates a significant strategic move that could alter investor sentiment and the company's market position.

3 transcript , 3:01 PM
Baozun Inc reported Q2 2026 revenue growth of 7 percent, driven by AI initiatives and brand partnerships. Revenue growth of 7 percent tied to AI and brand efforts points to moderate effects on operations without major trajectory shifts.

3 transcript www.marketbeat.com, 10:04 AM
Baozun Q2 earnings call highlights financial results, operational updates, and forward guidance for the company. Q2 earnings details deliver financial metrics that moderately shape investor views on performance without major strategic shifts.

3 investorshub.advfn.com, 8:12 AM
Baozun shares rose after earnings exceeded forecasts and profitability improved. Earnings beats and profitability gains can lift near-term stock performance and sentiment but rarely reshape long-term trajectory.

3 , 6:00 AM
Baozun Inc. announced its second quarter 2026 unaudited financial results. Quarterly earnings releases update performance metrics that moderately shift short-term market views without altering core trajectory.

27 May

3 transcript www.fool.com, 3:10 PM
Baozun Inc. (BZUN) released its Q1 2026 earnings call transcript covering financial results, revenue figures, profitability metrics, operational updates and management outlook. Quarterly earnings updates supply performance data that can shift near-term investor sentiment and valuation without altering long-term strategy.

20 May

4 GuruFocus.com, 3:01 PM
Baozun Inc posted a sharp revenue increase and returned to profit in Q1 2026. Revenue surge combined with profit turnaround points to improved operations that can lift stock valuation and future outlook.

3 transcript www.marketbeat.com, 9:04 AM
Baozun reported Q1 revenue of RMB 1.9 billion with a net loss, citing logistics expansion and brand partnerships while guiding for continued growth in China's e-commerce services. Quarterly results and guidance provide moderate updates on revenue trends and operations that may influence short-term sentiment without fundamentally shifting long-term trajectory.

3 PR Newswire, 6:00 AM
Baozun Inc. reported unaudited financial results for the first quarter of 2026. Quarterly earnings releases typically reveal performance metrics that moderately influence near-term stock movement and sentiment.

3 , 6:00 AM
Baozun Inc. announced its first quarter 2026 unaudited financial results. Quarterly earnings releases routinely move stock prices and update market views on operations.

11 May

4 Simply Wall St., 7:23 AM
Baozun Inc. (NASDAQ:BZUN) nears breakeven, with improving core metrics and cost efficiencies poised to end losses soon. Nearing breakeven signals a major financial turnaround that could significantly lift BZUN's stock performance and investor confidence.

23 Apr

4 PR Newswire, 6:00 AM
Baozun Inc. (BZUN) released its 2025 Chairman's Letter, outlining the company's strategic vision, operational updates, and forward-looking guidance for the year. The 2025 Chairman's Letter details Baozun's major strategic initiatives and market outlook, poised to significantly shape investor sentiment and company trajectory.

26 Mar

3 GuruFocus.com, 2:39 PM
Gap achieves first quarterly breakeven and plans 50 new stores in China. Gap's China expansion after breakeven boosts its market presence, moderately benefiting BZUN as its e-commerce partner.

25 Mar

4 GuruFocus.com, 3:01 PM
Baozun Inc. (BZUN) reported strong revenue growth and improved profitability in Q4 2025 earnings call highlights. Strong Q4 revenue growth and profitability signal major positive shifts in financial performance and market sentiment.

4 www.marketbeat.com, 9:19 AM
Baozun Inc. (BZUN) released Q4 earnings call highlights detailing financial performance, revenue growth, profitability metrics, and strategic outlook. Q4 earnings highlights disclose financial results and guidance that significantly impact BZUN's valuation and investor confidence.

4 PR Newswire, 6:15 AM
Baozun Inc. (BZUN) announced unaudited financial results for the fourth quarter and full fiscal year 2025. Quarterly and annual financial results directly impact stock price, investor confidence, and future growth projections.

9 Jan

3 Simply Wall St., 1:05 PM
Baozun Inc. (BZUN) is highlighted among promising penny stocks, showcasing its potential for growth in the e-commerce sector. The company has been focusing on enhancing its digital services and expanding its partnerships, which could lead to increased market share. Investors are encouraged to consider BZUN as part of their portfolio due to its strategic initiatives and favorable market conditions. The company's strategic initiatives and market positioning may moderately influence its financial performance and competitive standing.

28 Nov

3 Simply Wall St., 7:52 AM
Baozun Inc. (NASDAQ:BZUN) has seen analysts revise their estimates following the company's third-quarter results. The updates reflect changes in expectations regarding Baozun's financial performance and market positioning based on the latest earnings report. Analyst estimate revisions indicate a moderately noticeable influence on Baozun's financial performance and market sentiment.

25 Nov

4 GuruFocus.com, 2:00 PM
Baozun Inc. (BZUN) reported strong revenue growth in Q3 2025, highlighting its strategic focus on enhancing operational efficiency and expanding its service offerings. The company emphasized its commitment to innovation and adapting to market trends, which positions it favorably for future growth. Management provided insights into ongoing initiatives aimed at improving customer engagement and driving sales across various platforms. Significant strategic moves and a focus on innovation are likely to alter the company's trajectory and investor sentiment.

3 PR Newswire, 5:00 AM
Baozun Inc. (BZUN) reported its unaudited financial results for the third quarter of 2025, highlighting key metrics such as revenue, net income, and operational performance. The company experienced growth in its e-commerce services, driven by increased demand and strategic partnerships. Management provided insights into future initiatives aimed at enhancing customer engagement and expanding market reach. Overall, the results reflect a positive trajectory for the company amidst a competitive landscape. The financial results indicate moderate growth and operational improvements that may influence investor sentiment and market positioning.

19 Nov

3 Simply Wall St., 9:49 AM
Insiders hold 25% of Baozun Inc. (NASDAQ:BZUN) shares, while retail investors control 54% of the company. This distribution indicates a significant influence of retail investors over the company's governance and decision-making processes. The substantial retail investor ownership may influence company decisions and market sentiment, but it is not expected to fundamentally alter the company's trajectory.

25 Sep

3 Simply Wall St.Simply Wall St.Simply Wall St.Simply Wall St.Simply Wall St.Simply Wall St.Simply Wall St.Simply Wall St., 2:57 PM
Baozun Inc. (NASDAQ:BZUN) shareholders have faced an 87% loss over the past five years, reflecting significant challenges in the company's performance and market position. The decline raises concerns about the company's future prospects and investor confidence. The substantial loss indicates a moderately noticeable influence on investor sentiment and potential financial performance.

29 Aug

4 , 3:04 AM
Baozun Inc. (BZUN) reported strong revenue growth in Q2 2025, driven by strategic expansion initiatives. The company highlighted its focus on enhancing e-commerce capabilities and partnerships, which contributed to improved financial performance. Management expressed optimism about future growth prospects and ongoing investments in technology and infrastructure to support its expansion efforts. Significant strategic expansion and revenue growth indicate a likely positive shift in the company's trajectory and investor sentiment.

3 Simply Wall St., 2:04 PM
Baozun Inc. (BZUN) is highlighted as a promising penny stock to watch in August 2025, reflecting potential growth opportunities in the e-commerce sector. The company is noted for its innovative solutions and strategic partnerships that may enhance its market position. Analysts suggest that BZUN's focus on digital transformation and customer engagement could lead to increased revenue streams. Investors are encouraged to monitor the stock closely as market conditions evolve. The company's strategic focus on digital transformation and partnerships may moderately influence its financial performance and market positioning.

28 Aug

3 PR Newswire, 6:00 AM
Baozun Inc. (BZUN) reported its unaudited financial results for the second quarter of 2025, highlighting key metrics such as revenue, net income, and operational performance. The company experienced growth in its e-commerce services, driven by increased demand and strategic partnerships. Management provided insights into future initiatives aimed at enhancing customer engagement and expanding market reach. Overall, the results reflect a positive trajectory for the company amidst a competitive landscape. The financial results indicate moderate growth and strategic initiatives that may influence future performance.

21 Jul

4 , 9:40 AM
Baozun Inc. (BZUN) has shown strong performance this year, outpacing many of its peers in the computer and technology sector. The company's strategic initiatives and market positioning have contributed to its growth, attracting investor interest. Analysts are optimistic about Baozun's ability to maintain this momentum, particularly as it navigates the evolving landscape of e-commerce and technology. Comparisons with competitors highlight Baozun's advantages, suggesting a favorable outlook for its stock performance moving forward. Strong performance and strategic initiatives indicate significant potential for future growth and market influence.

17 Jul

3 , 10:31 AM
Asian equities traded in the US saw a rise in American Depositary Receipts (ADRs) during Thursday trading, with Baozun Inc. (BZUN) among the companies experiencing gains. The overall market sentiment was positive, reflecting broader trends in Asian markets and investor confidence. This uptick in ADRs indicates a favorable outlook for companies like Baozun, which operates in the e-commerce sector, as they continue to attract investor interest amidst fluctuating global economic conditions. The rise in ADRs suggests a moderately noticeable influence on Baozun's market performance and investor sentiment.

18 Jun

3 , 6:00 AM
Baozun Inc. held its Annual General Meeting of Shareholders, where shareholders approved various proposals, including the re-election of directors and the appointment of auditors. The meeting also addressed the company's strategic direction and future initiatives, emphasizing its commitment to enhancing shareholder value. Shareholder approvals and strategic discussions may influence the company's operational focus and market sentiment, but the overall impact is expected to be limited.
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