Home 
Today's Top Picks 
Top Performers 
Watchlist 
My Robo Portfolios 
ETF Zone 
How It Works 
News - Chart
- Upturn Summary
- Highlights
- Revenue
- Valuation
Upturn AI Summary - About
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
10/13/2026: BZUN (2-star) has a low Upturn Star Rating. Not recommended to BUY.
Baozun Inc is a specialized e-commerce services company and brand operator that helps global retailers navigate the complex Chinese market. Its core strengths include deep technical integration with major platforms and a transition toward a higher-margin brand management model. While this shift offers significant long-term growth opportunities, the company faces execution risks, intense competition from platform-native solutions, and macro-economic headwinds in China. Investors should monitor the profitability of its brand management segment and the retention of its key global partners. Baozun may suit growth-oriented investors with a high risk tolerance who are comfortable with the inherent volatility of the Chinese consumer retail sector.
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 | The company offers exposure to the growth of the Chinese consumer market, though growth has slowed significantly. |
| Momentum investor | Weak fit | The stock has faced sustained downward pressure, lacking the positive price trend momentum requires. |
| Value investor | Mixed fit | While the stock appears inexpensive relative to historical highs, the business model is still undergoing a complex transition. |
| Dividend investor | Weak fit | Baozun does not pay a dividend and has historically reinvested all capital. |
| Low-risk investor | Weak fit | High volatility and sensitivity to geopolitical and regulatory risks make it unsuitable for conservative portfolios. |
Risk Profile
| Risk factor | Level | Why it matters |
|---|---|---|
| Price volatility | High | The stock is susceptible to sharp swings based on Chinese retail data and geopolitical sentiment. |
| Valuation risk | Medium | While trading at lower multiples, valuation is tied to the successful execution of the new brand management model. |
| Competition risk (E-commerce service providers) | High | Intense competition from platform-native solutions threatens Baozun's core service margins. |
| Business quality | Medium | The ongoing transition to brand management creates uncertainty regarding long-term margin profiles. |
| Dividend income | Low / none | There is no dividend income for investors. |
| Execution risk | High | Managing retail brands like GAP requires a different skillset than providing back-end tech support. |
Price Behavior
Strong Uptrend
The stock has maintained a strong upward price trend across the last three quarters.
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 20 | 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 10/13/2026 |
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
Key Highlights
Company Size Small-Cap Stock | Market Capitalization 196.83M USD | Price to earnings Ratio 24.21 | 1Y Target Price 4.59 |
Price to earnings Ratio 24.21 | 1Y Target Price 4.59 | ||
Volume (30-day avg) 230.1K shares | Beta 0.39 | 52 Weeks Range 2.07 - 3.82 | Updated Date 10/13/2026 |
52 Weeks Range 2.07 - 3.82 | Updated Date 10/13/2026 | ||
Dividends yield (FY) - | Basic EPS (TTM) 0.14 |
How Company Makes Money
| Business area | What it includes | Retail investor read |
|---|---|---|
| E-commerce Service | Operations, IT, and marketing services for brand partners. | Baozun earns fees for helping global brands sell online in China. |
| Brand Management | Direct ownership/operation of retail brands like GAP China. | Baozun acts as a retailer, keeping the profit (and risk) of selling products directly. |
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 24.21 | Forward PE 16.37 | Enterprise Value 68.57M | Price to Sales(TTM) 0.02 |
Enterprise Value 68.57M | Price to Sales(TTM) 0.02 | ||
Enterprise Value to Revenue 0.04 | Enterprise Value to EBITDA 2.18 | Shares Outstanding 53.63M | Shares Floating 41.55M |
Shares Outstanding 53.63M | Shares Floating 41.55M | ||
Percent Insiders 0.09 | Percent Institutions 24.2 |
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.
Note: This website is maintained by Upturn Corporation, which is an investment adviser registered with the U.S. Securities and Exchange Commission. Such registration does not imply a certain level of skill or training. Investing in securities has risks. Past performance is no guarantee of future returns. No assurance is provided as to any particular investment return, and you may lose money using our services. You are strongly advised to consult appropriate counsel before making any investments in companies you learn about through our services. You should obtain appropriate legal, tax, investment, accounting, and other advice that takes into account your investment portfolio and overall financial situation. You are solely responsible for conducting due diligence on a potential investment. We do not affect trades for you. You will select your own broker through which to transact. Investments are not FDIC insured, they are not guaranteed, and they may lose value. Please see the Privacy Policy, Terms of Use, and Disclosure for more information.
All company names, trademarks, logos, and brands are the property of their respective owners and are used for identification and informational purposes only. Use of these names, trademarks, and logos does not imply endorsement by their respective owners.