Baozun (BZUN) Stock Price, News & Analysis

Company Overview

Baozun Inc. (NASDAQ: BZUN) is a China-based e-commerce service and brand management company. Founded in 2006 and headquartered in Shanghai, the company helps brands establish, operate and grow their online businesses, primarily in China and other selected international markets.

Baozun provides a range of services across the e-commerce value chain, including online store design and operation, digital marketing, customer service, information technology, warehousing and logistics. Its technology and service offerings support sales through major third-party marketplaces, social-commerce platforms and brands’ own online channels.

The company works with domestic and international consumer brands in categories such as apparel, beauty, consumer electronics and food and beverage. In addition to its e-commerce services business, Baozun has expanded into brand management, through which it operates or manages selected brands in certain markets. Baozun completed its initial public offering on the Nasdaq in 2015.

Key Stats

• Today's Range: $3.38 to $3.59
• 50-Day Range: $2.72 to $3.55
• 52-Week Range: $2.07 to $3.85
• Volume: 503,543 shs
• Average Volume: 226,119 shs
• Market Capitalization: $206.29 million
• P/E Ratio: N/A
• Dividend Yield: N/A
• Price Target: $3.80
• Consensus Rating: Hold

Baozun Stock Analysis - MarketRank™

Baozun scored higher than 42% of companies evaluated by MarketBeat, and ranked 328th out of 480 stocks in the consumer discretionary sector. Scores are calculated by averaging available category scores, with extra weight given to analysis and valuation.

Analyst's Opinion

• Score: 2.3 / 5
• Analyst Rating: Hold

Consensus Rating

Baozun has received a consensus rating of Hold. The company's average rating score is 2.25, and is based on no strong buy ratings, 2 buy ratings, 1 hold rating, and 1 sell rating.

Upside/Downside

The consensus price target for Baozun is close to its current price, suggesting limited near-term upside or downside.

Amount of Analyst Coverage

Baozun has only been the subject of 3 research reports in the past 90 days.

Earnings and Valuation

• Score: 0.6 / 5
• Proj. Earnings Growth: N/A

Price to Earnings Ratio vs. the Market

The P/E ratio of Baozun is -10.76, which means that its earnings are negative and its P/E ratio cannot be compared to companies with positive earnings.

Price to Earnings Ratio vs. Sector

The P/E ratio of Baozun is -10.76, which means that its earnings are negative and its P/E ratio cannot be compared to companies with positive earnings.

Price to Book Value per Share Ratio

Baozun has a P/B Ratio of 0.26. P/B Ratios below 1 indicate that a company could be undervalued with respect to its assets and liabilities.

Short Interest

• Score: 2.0 / 5
• Short Interest Level: Bearish

Percentage of Shares Shorted

2.60% of the float of Baozun has been sold short.

Short Interest Ratio / Days to Cover

Baozun has a short interest ratio ("days to cover") of 4.5.

Change versus previous month

Short interest in Baozun has recently increased by 0.79%, indicating that investor sentiment is decreasing.

Dividend

• Score: 0.0 / 5
• Dividend Strength: N/A

Dividend Yield

Baozun does not currently pay a dividend.

Dividend Growth

Baozun does not have a long track record of dividend growth.

News and Social Media

• Score: 1.4 / 5
• News Sentiment: 0.28

News Sentiment

Baozun has a news sentiment score of 0.28. This score is calculated as an average of sentiment of articles about the company over the last seven days and ranges from 2 (good news) to -2 (bad news). This is a lower news sentiment than the 0.42 average news sentiment score of Consumer Discretionary companies.

News Coverage This Week

MarketBeat has tracked 2 news articles for Baozun this week, compared to 3 articles on an average week.

Company Ownership

• Score: 4.8 / 5
• Insider Trading: Acquiring Shares

Cluster Insider Buying

2 insiders have purchased shares of Baozun in the last three months. Multiple insiders buying is a strong bullish signal.

Net Insider Buying

Over the last three months, insiders have purchased a net $176,415.00 in company stock, which represents 0.0855% of the company's market cap.

Insider Buying vs. Insider Selling

In the past three months, Baozun insiders have bought more of their company's stock than they have sold. Specifically, they have bought $176,415.00 in company stock and sold $0.00 in company stock.

Percentage Held by Insiders

59.20% of the stock of Baozun is held by insiders. A high percentage of insider ownership can be a sign of company health.

Percentage Held by Institutions

47.29% of the stock of Baozun is held by institutions. High institutional ownership can be a signal of strong market trust in this company.

Company Calendar

• Last Earnings: 8/14/2026
• Today: 10/07/2026
• Next Earnings (Estimated): 12/01/2026
• Fiscal Year End: 12/31/2026

Industry, Sector and Symbol

• Stock Exchange: NASDAQ
• Sector: Consumer Discretionary
• Industry: Broadline Retail
• Sub-Industry: Broadline Retail
• Current Symbol: NASDAQ:BZUN
• CIK: 1625414
• Web: www.baozun.com
• Phone: 862160809991
• Fax: N/A
• Employees: 6,762
• Year Founded: 2006

Price Target and Rating

• Average Price Target for Baozun: $3.80
• High Price Target: $3.80
• Low Price Target: $3.80
• Potential Upside/Downside: +7.0%
• Consensus Rating: Hold
• Rating Score (0-4): 2.25
• Research Coverage: 4 Analysts

Profitability

• EPS (Trailing Twelve Months): ($0.33)
• Trailing P/E Ratio: N/A
• Forward P/E Ratio: N/A
• P/E Growth: N/A
• Net Income: -$34.62 million
• Net Margins: -1.26%
• Pretax Margin: -0.36%
• Return on Equity: 2.55%
• Return on Assets: 1.43%

Debt

• Debt-to-Equity Ratio: N/A
• Current Ratio: 1.90
• Quick Ratio: 1.67

Sales & Book Value

• Annual Sales: $1.42 billion
• Price / Sales: 0.15
• Cash Flow: $0.62 per share
• Price / Cash Flow: 5.71
• Book Value: $13.43 per share
• Price / Book: 0.26

Miscellaneous

• Outstanding Shares: 58,110,000
• Free Float: 23,707,000
• Market Cap: $206.29 million
• Optionable: Optionable
• Beta: 0.39