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Baozun NasdaqGS:BZUN Stock Report

Last Price


Market Cap







26 Jun, 2022


Company Financials +
BZUN fundamental analysis
Snowflake Score
Future Growth4/6
Past Performance0/6
Financial Health3/6

BZUN Stock Overview

Baozun Inc., through its subsidiaries, provides e-commerce solutions to brand partners in the People’s Republic of China.

Baozun Competitors

Price History & Performance

Summary of all time highs, changes and price drops for Baozun
Historical stock prices
Current Share PriceUS$11.24
52 Week HighUS$37.34
52 Week LowUS$5.41
1 Month Change21.25%
3 Month Change34.13%
1 Year Change-68.99%
3 Year Change-77.46%
5 Year Change-49.30%
Change since IPO7.66%

Recent News & Updates

May 17
At US$7.82, Is It Time To Put Baozun Inc. (NASDAQ:BZUN) On Your Watch List?

At US$7.82, Is It Time To Put Baozun Inc. (NASDAQ:BZUN) On Your Watch List?

Baozun Inc. ( NASDAQ:BZUN ), might not be a large cap stock, but it saw a significant share price rise of over 20% in...

Apr 05

Here's Why I Prefer Baozun Over Alibaba Among Chinese E-Commerce Plays

Baozun is special in the Chinese e-commerce industry in that its success partially rides on Alibaba but without the strict regulatory pressures that Alibaba is currently facing. Management sentiment predicts a stock price rebound into the double-digits. I suggest a bullish position on BZUN with an option strategy that gives you zero exposure to potential downside risks (but loses if BZUN trends sideways).

Shareholder Returns

BZUNUS Online RetailUS Market

Return vs Industry: BZUN underperformed the US Online Retail industry which returned -39.5% over the past year.

Return vs Market: BZUN underperformed the US Market which returned -18.4% over the past year.

Price Volatility

Is BZUN's price volatile compared to industry and market?
BZUN volatility
BZUN Average Weekly Movement14.3%
Online Retail Industry Average Movement13.0%
Market Average Movement8.1%
10% most volatile stocks in US Market16.6%
10% least volatile stocks in US Market3.2%

Stable Share Price: BZUN is more volatile than 75% of US stocks over the past 3 months, typically moving +/- 14% a week.

Volatility Over Time: BZUN's weekly volatility (14%) has been stable over the past year, but is still higher than 75% of US stocks.

About the Company

20078,821Vincent Qiu

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.

Baozun Fundamentals Summary

How do Baozun's earnings and revenue compare to its market cap?
BZUN fundamental statistics
Market CapCN¥5.08b
Earnings (TTM)-CN¥343.49m
Revenue (TTM)CN¥9.36b


P/S Ratio


P/E Ratio

Earnings & Revenue

Key profitability statistics from the latest earnings report
BZUN income statement (TTM)
Cost of RevenueCN¥5.83b
Gross ProfitCN¥3.53b
Other ExpensesCN¥3.87b

Last Reported Earnings

Mar 31, 2022

Next Earnings Date


Earnings per share (EPS)-5.08
Gross Margin37.69%
Net Profit Margin-3.67%
Debt/Equity Ratio27.0%

How did BZUN perform over the long term?

See historical performance and comparison
We’ve recently updated our valuation analysis.


Is BZUN undervalued compared to its fair value, analyst forecasts and its price relative to the market?

Valuation Score


Valuation Score 5/6

  • Price-To-Sales vs Peers

  • Price-To-Sales vs Industry

  • Price-To-Sales vs Fair Ratio

  • Below Fair Value

  • Significantly Below Fair Value

  • PEG Ratio

Key Valuation Metric

Which metric is best to use when looking at relative valuation for BZUN?

Other financial metrics that can be useful for relative valuation.

BZUN key valuation metrics and ratios. From Price to Earnings, Price to Sales and Price to Book to Price to Earnings Growth Ratio, Enterprise Value and EBITDA.
Key Statistics
Enterprise Value/Revenue0.7x
Enterprise Value/EBITDA67.5x
PEG Ration/a

Price to Sales Ratio vs Peers

How does BZUN's PS Ratio compare to its peers?

BZUN PS Ratio vs Peers
The above table shows the PS ratio for BZUN vs its peers. Here we also display the market cap and forecasted growth for additional consideration.
CompanyPSEstimated GrowthMarket Cap
Peer Average1.2x
SFIX Stitch Fix
JMIA Jumia Technologies
BZUN Baozun

Price-To-Sales vs Peers: BZUN is good value based on its Price-To-Sales Ratio (0.5x) compared to the peer average (1.2x).

Price to Earnings Ratio vs Industry

How does BZUN's PE Ratio compare vs other companies in the US Online Retail Industry?

Price-To-Sales vs Industry: BZUN is good value based on its Price-To-Sales Ratio (0.5x) compared to the US Online Retail industry average (1x)

Price to Sales Ratio vs Fair Ratio

What is BZUN's PS Ratio compared to its Fair PS Ratio? This is the expected PS Ratio taking into account the company's forecast earnings growth, profit margins and other risk factors.

BZUN PS Ratio vs Fair Ratio.
Fair Ratio
Current PS Ratio0.5x
Fair PS Ratio0.6x

Price-To-Sales vs Fair Ratio: BZUN is good value based on its Price-To-Sales Ratio (0.5x) compared to the estimated Fair Price-To-Sales Ratio (0.6x).

Share Price vs Fair Value

What is the Fair Price of BZUN when looking at its future cash flows? For this estimate we use a Discounted Cash Flow model.

Below Fair Value: BZUN ($11.24) is trading below our estimate of fair value ($18.45)

Significantly Below Fair Value: BZUN is trading below fair value by more than 20%.

Price to Earnings Growth Ratio

PEG Ratio: Insufficient data to calculate BZUN's PEG Ratio to determine if it is good value.

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Future Growth

How is Baozun forecast to perform in the next 1 to 3 years based on estimates from 11 analysts?

Future Growth Score


Future Growth Score 4/6

  • Earnings vs Savings Rate

  • Earnings vs Market

  • High Growth Earnings

  • Revenue vs Market

  • High Growth Revenue

  • Future ROE


Forecasted annual earnings growth

Earnings and Revenue Growth Forecasts

Analyst Future Growth Forecasts

Earnings vs Savings Rate: BZUN is forecast to become profitable over the next 3 years, which is considered faster growth than the savings rate (1.9%).

Earnings vs Market: BZUN is forecast to become profitable over the next 3 years, which is considered above average market growth.

High Growth Earnings: BZUN is expected to become profitable in the next 3 years.

Revenue vs Market: BZUN's revenue (10.9% per year) is forecast to grow faster than the US market (8.4% per year).

High Growth Revenue: BZUN's revenue (10.9% per year) is forecast to grow slower than 20% per year.

Earnings per Share Growth Forecasts

Future Return on Equity

Future ROE: BZUN's Return on Equity is forecast to be low in 3 years time (7.5%).

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Past Performance

How has Baozun performed over the past 5 years?

Past Performance Score


Past Performance Score 0/6

  • Quality Earnings

  • Growing Profit Margin

  • Earnings Trend

  • Accelerating Growth

  • Earnings vs Industry

  • High ROE


Historical annual earnings growth

Earnings and Revenue History

Quality Earnings: BZUN is currently unprofitable.

Growing Profit Margin: BZUN is currently unprofitable.

Past Earnings Growth Analysis

Earnings Trend: BZUN is unprofitable, and losses have increased over the past 5 years at a rate of 8.7% per year.

Accelerating Growth: Unable to compare BZUN's earnings growth over the past year to its 5-year average as it is currently unprofitable

Earnings vs Industry: BZUN is unprofitable, making it difficult to compare its past year earnings growth to the Online Retail industry (-12.8%).

Return on Equity

High ROE: BZUN has a negative Return on Equity (-5.34%), as it is currently unprofitable.

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Financial Health

How is Baozun's financial position?

Financial Health Score


Financial Health Score 3/6

  • Short Term Liabilities

  • Long Term Liabilities

  • Debt Level

  • Reducing Debt

  • Debt Coverage

  • Interest Coverage

Financial Position Analysis

Short Term Liabilities: BZUN's short term assets (CN¥7.4B) exceed its short term liabilities (CN¥3.1B).

Long Term Liabilities: BZUN's short term assets (CN¥7.4B) exceed its long term liabilities (CN¥1.0B).

Debt to Equity History and Analysis

Debt Level: BZUN has more cash than its total debt.

Reducing Debt: Insufficient data to determine if BZUN's debt to equity ratio has reduced over the past 5 years.

Debt Coverage: BZUN's operating cash flow is negative, therefore debt is not well covered.

Interest Coverage: Insufficient data to determine if BZUN's interest payments on its debt are well covered by EBIT.

Balance Sheet

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What is Baozun current dividend yield, its reliability and sustainability?

Dividend Score


Dividend Score 0/6

  • Notable Dividend

  • High Dividend

  • Stable Dividend

  • Growing Dividend

  • Earnings Coverage

  • Future Dividend Coverage

Dividend Yield vs Market

Notable Dividend: Unable to evaluate BZUN's dividend yield against the bottom 25% of dividend payers, as the company has not reported any recent payouts.

High Dividend: Unable to evaluate BZUN's dividend yield against the top 25% of dividend payers, as the company has not reported any recent payouts.

Stability and Growth of Payments

Stable Dividend: Insufficient data to determine if BZUN's dividends per share have been stable in the past.

Growing Dividend: Insufficient data to determine if BZUN's dividend payments have been increasing.

Earnings Payout to Shareholders

Earnings Coverage: Insufficient data to calculate payout ratio to determine if its dividend payments are covered by earnings.

Cash Payout to Shareholders

Cash Flow Coverage: Unable to calculate sustainability of dividends as BZUN has not reported any payouts.

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How experienced are the management team and are they aligned to shareholders interests?


Average board tenure


Vincent Qiu (53 yo)



Mr. Wenbin Qiu, also known as Vincent, Co-founded Baozun Inc. in 2007 and has been the Chairman & Chief Executive Officer since 2007. Prior to founding Baozun Company, Mr. Qiu founded Shanghai Erry Network...

Board Members

Experienced Board: BZUN's board of directors are considered experienced (7.1 years average tenure).


Who are the major shareholders and have insiders been buying or selling?

Insider Trading Volume

Insider Buying: Insufficient data to determine if insiders have bought more shares than they have sold in the past 3 months.

Ownership Breakdown

Dilution of Shares: Shareholders have not been meaningfully diluted in the past year.

Top Shareholders

Company Information

Baozun Inc.'s employee growth, exchange listings and data sources

Key Information

  • Name: Baozun Inc.
  • Ticker: BZUN
  • Exchange: NasdaqGS
  • Founded: 2007
  • Industry: Internet and Direct Marketing Retail
  • Sector: Retail
  • Implied Market Cap: US$759.890m
  • Shares outstanding: 67.61m
  • Website:

Number of Employees


  • Baozun Inc.
  • No. 1-9, West Jiangchang Road
  • Lane 510
  • Shanghai
  • 200436
  • China


Company Analysis and Financial Data Status

All financial data provided by Standard & Poor's Capital IQ.
DataLast Updated (UTC time)
Company Analysis2022/06/26 00:00
End of Day Share Price2022/06/24 00:00
Annual Earnings2021/12/31

Unless specified all financial data is based on a yearly period but updated quarterly. This is known as Trailing Twelve Month (TTM) or Last Twelve Month (LTM) Data. Learn more here.