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BZUN 
Baozun Inc (BZUN)
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Upturn Advisory Summary
11/13/2025: BZUN (1-star) is currently NOT-A-BUY. Pass it for now.
Upturn Star Rating
Not Recommended Performance
These Stocks/ETFs, based on Upturn Advisory, consistently fall short of market performance, signaling caution before investing.
Number of Analysts
7 Analysts rated it
Limited analyst coverage, niche firm, research info may be scarce.
1 Year Target Price $4.56
1 Year Target Price $4.56
| 5 | Strong Buy |
| 0 | Buy |
| 2 | Hold |
| 0 | Sell |
| 0 | Strong Sell |
Analysis of Past Performance
Type Stock | Historic Profit -52.32% | Avg. Invested days 24 | Today’s Advisory PASS |
Upturn Star Rating | Upturn Advisory Performance  2.0 | Stock Returns Performance  1.0 |
| Profits based on simulation | Last Close 11/13/2025 |
Key Highlights
Company Size Small-Cap Stock | Market Capitalization 180.75M USD | Price to earnings Ratio - | 1Y Target Price 4.56 |
Price to earnings Ratio - | 1Y Target Price 4.56 | ||
Volume (30-day avg) 7 | Beta 0.3 | 52 Weeks Range 2.12 - 4.88 | Updated Date 11/13/2025 |
52 Weeks Range 2.12 - 4.88 | Updated Date 11/13/2025 | ||
Dividends yield (FY) - | Basic EPS (TTM) -0.46 |
Analyzing Revenue: Products, Geography and Growth
Revenue by Products
Product revenue - Year on Year
Revenue by Geography
Geography revenue - Year on Year
Earnings Date
Report Date 2025-11-20 | When Before Market | Estimate 0.17 | Actual - |
Profitability
Profit Margin -1.91% | Operating Margin (TTM) -0.37% |
Management Effectiveness
Return on Assets (TTM) -1.22% | Return on Equity (TTM) -2.49% |
Valuation
Trailing PE - | Forward PE 20.28 | Enterprise Value 154144587 | Price to Sales(TTM) 0.02 |
Enterprise Value 154144587 | Price to Sales(TTM) 0.02 | ||
Enterprise Value to Revenue 0.11 | Enterprise Value to EBITDA 6.44 | Shares Outstanding 53422809 | Shares Floating 128848919 |
Shares Outstanding 53422809 | Shares Floating 128848919 | ||
Percent Insiders - | Percent Institutions 21.96 |
Upturn AI SWOT
Baozun Inc
Company Overview
History and Background
Baozun Inc. was founded in 2007, initially focusing on providing e-commerce solutions for brands entering the Chinese market. It has evolved into a leading brand e-commerce service partner in China, offering a range of services from IT solutions to marketing and logistics.
Core Business Areas
- E-Commerce Operations: Manages online stores and digital marketing campaigns for brands across various platforms like Tmall, JD.com, and WeChat.
- Technology Solutions: Provides IT infrastructure, software, and data analytics to support e-commerce operations.
- Logistics and Fulfillment: Offers warehousing, order fulfillment, and delivery services.
- Customer Service: Provides comprehensive customer service solutions to support brand sales.
Leadership and Structure
Junhua (Vincent) Qiu is the Chairman and CEO. The company operates with a structured management team overseeing different business units, including technology, operations, and marketing.
Top Products and Market Share
Key Offerings
- E-Commerce Store Operations: Baozun helps brands manage their official online stores on major Chinese e-commerce platforms. Competitors include companies like iClick Interactive Asia Group Limited and other independent solution providers. Baozun's revenue in this area is significant, but specific market share data is difficult to pinpoint precisely. The number of brand partners is in the hundreds.
- Digital Marketing Solutions: Provides marketing strategy and execution services to drive traffic and sales for brands. Key competitors are advertising agencies and specialized marketing technology providers. Revenue generated from digital marketing forms a considerable portion of the total revenue.
- Technology Platform Solutions: Baozun's technology solutions include its proprietary OMS (Order Management System) and other software platforms. Competitors include SAP, Oracle, and other enterprise software vendors. This area drives substantial revenue through long-term contracts.
Market Dynamics
Industry Overview
The brand e-commerce service industry in China is growing rapidly due to the increasing importance of online retail. It is competitive and fragmented.
Positioning
Baozun is a leading player in China's brand e-commerce service market, known for its comprehensive service offerings and strong technology capabilities. Its competitive advantage lies in its deep understanding of the Chinese e-commerce landscape and its established relationships with major platforms.
Total Addressable Market (TAM)
The TAM for e-commerce enabling services in China is estimated to be in the tens of billions of dollars annually. Baozun is well-positioned to capture a significant portion of this TAM due to its established market presence and comprehensive service offerings.
Upturn SWOT Analysis
Strengths
- Comprehensive service offerings
- Strong technology platform
- Established relationships with major e-commerce platforms
- Extensive experience in the Chinese market
Weaknesses
- Reliance on key clients
- Exposure to regulatory changes in China
- Intense competition
- Geographic concentration
Opportunities
- Expanding into new product categories
- Leveraging technology to improve efficiency
- Growing cross-border e-commerce business
- Partnerships with emerging brands
Threats
- Increased competition from local players
- Changes in consumer preferences
- Economic slowdown in China
- Geopolitical risks
Competitors and Market Share
Key Competitors
- iClick Interactive Asia Group Limited (ICLK)
- Shopify (SHOP)
- Salesforce (CRM)
Competitive Landscape
Baozun faces competition from other e-commerce service providers, advertising agencies, and technology companies. Baozun's advantage lies in its focus on the Chinese market and its integrated service offerings.
Major Acquisitions
Full Jet
- Year: 2023
- Acquisition Price (USD millions): 15.2
- Strategic Rationale: Expanded offerings and gained key client relationships, solidifying Baozun's position in luxury brand services.
Growth Trajectory and Initiatives
Historical Growth: Baozun has experienced significant growth in revenue and gross merchandise volume (GMV) in recent years, driven by the growth of e-commerce in China.
Future Projections: Future growth projections require analyst estimates and depend on factors like the Chinese economy and e-commerce trends.
Recent Initiatives: Recent strategic initiatives include expanding its service offerings to include more digital marketing solutions, developing its technology platform, and expanding its presence in Southeast Asia.
Summary
Baozun is a key player in China's e-commerce service market, leveraging its strong technology and comprehensive services. The company is well-positioned to capture further growth, however, it faces risks related to increased competition and regulatory changes in China. Strategic initiatives such as geographic expansion and service diversification are vital for future success. Baozun needs to focus on managing its reliance on key clients and navigating the changing economic landscape.
Similar Stocks
Sources and Disclaimers
Data Sources:
- Company Filings
- Industry Reports
- Analyst Estimates
- Press Releases
Disclaimers:
The data provided is for informational purposes only and should not be considered investment advice. Market share data is based on estimates and may vary.
AI Summarization is directionally correct and might not be accurate.
Summarized information shown could be a few years old and not current.
Fundamental Rating based on AI could be based on old data.
AI-generated summaries may have inaccuracies (hallucinations). Please verify the information before taking action.
About Baozun Inc
Exchange NASDAQ | Headquaters - | ||
IPO Launch date 2015-05-21 | Co-Founder, Chairman of the Board & CEO Mr. Wenbin Qiu | ||
Sector Consumer Cyclical | Industry Internet Retail | Full time employees 6887 | Website https://www.baozun.com |
Full time employees 6887 | Website https://www.baozun.com | ||
Baozun Inc., through its subsidiaries, engages in the provision of end-to-end e-commerce solutions in the People's Republic of China. It operates in two segments, E-Commerce and Brand Management. The company offers end-to-end e-commerce solutions, including sales of apparel, and home and electronic products; online store design and setup; visual merchandising and marketing; online store operations; customer services; warehousing; and order fulfillment services. It also provides brand management services, such as strategy and tactic positioning; branding and marketing; retail and e-commerce operations; supply chain and logistics; and technology empowerment services. The company 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; 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.
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