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Baozun Inc(BZUN)
Advisory History & Simulated Performance *
*as per simulation (see disclosures)- ALL
- 1Y
- 1M
- 1W
- BUY Advisory
- SELL Advisory (Profit)
- SELL Advisory (Loss)
- Profit
- Loss
- PASS (Skip)
Stock price based on last close Advisory Performance History (Simulated)
Upturn Advisory & Investor View for BZUN
11/12/2026: BZUN (2-star) has a low Upturn Star Rating. Not recommended to BUY.
Baozun Inc is a major player in the e-commerce services sector, providing integrated operations and marketing solutions for global brands in China and beyond. The company is currently transitioning from an asset-light service provider to a model that includes brand ownership, which aims to capture higher long-term margins. While this shift offers a significant growth opportunity by diversifying revenue streams, it also introduces higher operational and execution risks. Investors must monitor the recovery of Chinese consumer spending, the integration success of brands like Gap, and the growth of international segments. The stock may appeal to value-oriented investors seeking exposure to the digital commerce ecosystem.
How to Read the Upturn Advisory
The Upturn Star Rating and the current BUY, SELL, or PASS advisory are generated by Upturn’s AI advisory engine based on proprietary signal analysis, price behavior, advisory history, and historical signal performance.
Company fundamentals, valuation, risks, and news provide supporting context about the business.
Investor Fit
| Investor style | Fit | Why |
|---|---|---|
| Growth investor | Mixed fit | While Baozun operates in the expanding e-commerce space, its growth is currently moderated by business model transformation risks. |
| Momentum investor | Weak fit | The stock has faced sustained downward pressure, lacking the positive price momentum typically required by this style. |
| Value investor | Strong fit | Baozun's current valuation may appear attractive to contrarian value investors betting on a successful business model pivot. |
| Dividend investor | Weak fit | The company does not pay a dividend and focuses on reinvesting cash into growth and acquisitions. |
| Low-risk investor | Weak fit | Exposure to Chinese regulatory risks and business model uncertainty makes this an unsuitable choice for low-risk portfolios. |
Risk Profile
| Risk factor | Level | Why it matters |
|---|---|---|
| Price volatility | High | The stock is subject to significant swings based on Chinese market sentiment and sector-specific news. |
| Valuation risk | Medium | While trading at lower multiples, uncertainty in future earnings projections complicates valuation assessments. |
| Competition risk (platform-centric competition) | High | Major platforms like Alibaba are continuously evolving their own service offerings, directly competing with Baozun. |
| Business quality | Medium | Baozun provides essential services, but its move toward brand ownership increases operational complexity. |
| Dividend income | Low / none | There is no income component to the investment thesis. |
| Execution risk | High | Successful integration of owned brands remains the biggest hurdle to long-term value creation. |
Key Highlights
Company Size Small-Cap Stock | Market Capitalization 208.88M USD | Price to earnings Ratio 25.75 | 1Y Target Price 4.52 |
Price to earnings Ratio 25.75 | 1Y Target Price 4.52 | ||
Volume (30-day avg) 312.3K shares | Beta 0.36 | 52 Weeks Range 2.07 - 3.92 | Updated Date 11/12/2026 |
52 Weeks Range 2.07 - 3.92 | Updated Date 11/12/2026 | ||
Dividends yield (FY) - | Basic EPS (TTM) 0.14 |
Sector & Industry Intelligence
Sector
Consumer Cyclical
Constructive- Sentiment
- Strong Bullish
- Momentum
- BUY Breadth Improving
- BUY participation
- 67.4%
- Active BUY / eligible
- 31 / 46
- 30-Day BUY Count Change
- +23
- Market state
- Strong Bullish
More qualifying stocks are receiving or maintaining BUY advisories, indicating improving market participation.
Industry
Internet Retail
- BUY participation
- 25.0%
- Active BUY / eligible
- 1 / 4
- 30-Day BUY Count Change
- 0
Eligible universe: 4 stocks.
Sector signal summarizes BUY breadth conditions for the sector. It does not override this stock’s BUY, SELL, or PASS advisory.
Price Behavior
Hockey-Stick Growth
The stock demonstrates a Hockey-Stick Growth price path pattern.
Choppy
The stock has experienced frequent reversals and pronounced short-term price swings.
Analysis of Past Performance
Type Stock | Historic Profit -25.97% | Avg. Invested days 22 | Today’s Advisory Consider higher Upturn Star rating |
Upturn Advisory Rating  | Upturn Advisory Performance  3.0 | Stock Returns Performance  1.0 |
| Profits based on simulation | Last Close 11/12/2026 |
Upturn Scorecard
Upturn Star Rating 
Company Fundamentals
Financial Health Rating
Growth Momentum Score
Ownership
Top 5 Institutional Investors
Unit Economics (Per $1K Revenue)
Economic Dimensions
Quantitative Style Profile
Style Classification
Quality Focused
How Company Makes Money
| Business area | What it includes | Retail investor read |
|---|---|---|
| E-commerce Service Fees | Commission and service fees from operating digital stores for third-party brands. | Baozun earns stable service fees by helping brands sell on China's major online marketplaces. |
| Brand Sales | Revenue from sales of apparel and lifestyle products under acquired brand licenses. | Baozun acts as a retailer itself, taking on inventory risk in hopes of earning higher profits. |
| Geography (China) | Primary market operations including Tmall, JD, and private channels. | The company is heavily tied to the health and performance of the Chinese consumer market. |
Analyzing Revenue: Products, Geography and Growth
Revenue by Products
Product revenue - Year on Year
Revenue by Geography
Geography revenue - Year on Year
Valuation
Trailing PE 25.75 | Forward PE 26.32 | Enterprise Value 90.41M | Price to Sales(TTM) 0.02 |
Enterprise Value 90.41M | Price to Sales(TTM) 0.02 | ||
Enterprise Value to Revenue 0.06 | Enterprise Value to EBITDA 2.86 | Shares Outstanding 53.51M | Shares Floating 41.52M |
Shares Outstanding 53.51M | Shares Floating 41.52M | ||
Percent Insiders 0.12 | Percent Institutions 24.75 |
Financial Metrics
🧭 Investment Snapshot
Total Revenue (Scale)
Total money earned from selling products or services before any costs. It is needed to understand the scale of the business and its ability to generate income.
Net Income (Profit)
Final profit after all expenses, interest, and taxes are deducted. It is needed to determine the overall profitability available to shareholders.
Free Cash Flow (Cash Strength)
Cash remaining after operating activities and capital expenditures, showing cash available for growth. It is needed to evaluate the company’s ability to invest, pay dividends, or reduce debt.
📈 Growth & Strength
Operating Income (Core Profit)
Profit from core operations after deducting all operating expenses. It is needed to measure how efficiently the company runs its primary business activities.
EBITDA (Cash Earnings)
Earnings before interest, taxes, depreciation, and amortization, indicating operating cash potential. It is needed to compare operating performance across companies without accounting or financing differences.
Gross Profit (Unit Profitability)
Revenue minus cost of revenue, showing profit after direct production costs. It is needed to evaluate core business profitability before overhead expenses.
🛡️ Financial Safety
Cash (Liquidity Buffer)
Total cash and cash equivalents on hand. It is needed to evaluate immediate liquidity and financial flexibility.
Total Debt (Leverage Risk)
Total debt including both short-term and long-term components. It is needed to assess the company’s leverage and financial risk.
Net Working Capital (Short-Term Health)
Current assets minus current liabilities, indicating short-term liquidity strength. It is needed to assess whether the company can meet its short-term obligations.
🧱 Balance Sheet Strength
Stockholder Equity (Net Worth)
Total equity value held by shareholders. It is needed to understand the net worth of the company from the owners’ perspective.
Total Assets (Asset Base)
The full value of everything the company owns, including cash, inventory, equipment, and investments. It is needed to understand the resource base used to generate revenue.
Income Before Tax (Pre-Tax Earnings)
Income before provision for income taxes. It is needed to analyze profitability independent of tax structures.
⚙️ Cost & Drag Factors
Cost of Revenue (Production Cost)
Direct costs required to produce and deliver the products or services sold. It is needed to assess efficiency in production and service delivery.
Total Operating Expenses (Operating Cost)
Indirect costs of running the business such as salaries, marketing, and administration. It is needed to understand how much it costs to sustain ongoing business operations.
Income Tax Expense (Tax Drag)
Amount of taxes paid or payable to the government. It is needed to evaluate the impact of taxation on overall profitability.
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