Baozun (BZUN) Stock Price, News & Analysis

Company Overview

Baozun Inc. is a leading e-commerce solutions provider headquartered in Shanghai, China. The company partners with global and domestic brands to deliver end-to-end online retail services, leveraging its proprietary technology platform and extensive digital expertise. Baozun’s services span the full e-commerce lifecycle, encompassing store design, website development, user experience optimization and platform integration, across major online marketplaces as well as direct-to-consumer channels.

At the core of Baozun’s offering is its comprehensive suite of managed services, which includes digital marketing, customer relationship management, IT infrastructure, data analytics and business intelligence. The company also oversees warehousing and logistics operations to streamline order fulfillment, inventory management and returns processing. By combining operational rigor with real-time data insights, Baozun enables brand partners to scale online sales, improve customer engagement and adapt swiftly to shifting consumer behaviors.

Baozun serves a broad array of industries, including electronics, apparel, beauty and personal care, lifestyle and consumer packaged goods. Its client roster features well-known names in technology, fashion and health care, and the company has established regional offices in Beijing, Guangzhou, Chengdu and Qingdao, as well as international support centers in North America and Europe. This global footprint allows Baozun to facilitate cross-border e-commerce initiatives and support brands seeking to enter or expand within China’s vast online market.

Founded in 2007, Baozun began as an online storefront operator before evolving into a full-service e-commerce enabler. The company went public on the Nasdaq Stock Market in 2015 under the ticker BZUN. Under the leadership of Chairman and Chief Executive Officer Vincent Qiu, Baozun continues to invest in technology, logistics and customer service capabilities, positioning itself at the forefront of China’s rapidly growing digital retail landscape.

Key Stats

• Today's Range: $2.58 to $2.63
• 50-Day Range: $2.50 to $3.89
• 52-Week Range: $2.11 to $4.38
• Volume: 102,536 shs
• Average Volume: 463,586 shs
• Market Capitalization: $150.72 million
• P/E Ratio: N/A
• Dividend Yield: N/A
• Price Target: $3.20
• Consensus Rating: Moderate Buy

Baozun Stock Analysis - MarketRank™

Baozun scored higher than 50% of companies evaluated by MarketBeat, and ranked 400th out of 666 stocks in the computer and technology 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: Moderate Buy

Consensus Rating

Baozun has received a consensus rating of Moderate Buy. The company's average rating score is 2.50, and is based on 1 buy rating, 1 hold rating, and no sell ratings.

Amount of Analyst Coverage

Baozun has received no research coverage 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 -6.07, 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 -6.07, 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 0.25. P/B Ratios below 1 indicate that a company could be undervalued with respect to its assets and liabilities.

Short Interest

• Score: 5.0 / 5
• Short Interest Level: Healthy

Percentage of Shares Shorted

1.60% 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 2.5, which is generally considered an acceptable ratio of short interest to trading volume.

Change versus previous month

Short interest in Baozun has recently decreased by 8.37%, indicating that investor sentiment is improving significantly.

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.

Sustainability and ESG

• Score: N/A
• Environmental Score: N/A

Percentage of Shares Shorted

1.60% 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 2.5, which is generally considered an acceptable ratio of short interest to trading volume.

Change versus previous month

Short interest in Baozun has recently decreased by 8.37%, indicating that investor sentiment is improving significantly.

News and Social Media

• Score: 2.7 / 5
• News Sentiment: N/A

News Sentiment

Baozun has a news sentiment score of 1.87. 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 higher news sentiment than the 0.87 average news sentiment score of Computer and Technology companies.

News Coverage This Week

MarketBeat has tracked 1 news article for Baozun this week, compared to 2 articles on an average week.

Company Ownership

• Score: 2.5 / 5
• Insider Trading: N/A

Insider Buying vs. Insider Selling

In the past three months, Baozun insiders have not sold or bought any 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.

BZUN Stock Analysis - Frequently Asked Questions

How have BZUN shares performed this year?

Baozun's stock was trading at $2.72 at the beginning of 2025. Since then, BZUN shares have decreased by 4.0% and is now trading at $2.61.

How were Baozun's earnings last quarter?

Baozun Inc. (NASDAQ:BZUN) released its earnings results on Thursday, November, 21st. The technology company reported ($0.21) earnings per share for the quarter. Baozun had a negative trailing twelve-month return on equity of 4.46% and a negative net margin of 1.93%.
Read the conference call transcript.

When did Baozun IPO?

Baozun (BZUN) raised $143 million in an initial public offering (IPO) on Thursday, May 21st 2015. The company issued 11,000,000 shares at $12.00-$14.00 per share. Morgan Stanley, Credit Suisse and BofA Merrill Lynch acted as the underwriters for the IPO.

How do I buy shares of Baozun?

Shares of BZUN stock can be purchased through any online brokerage account. Popular online brokerages with access to the U.S. stock market include Charles Schwab, E*TRADE, Fidelity, and Vanguard Brokerage Services.

What other stocks do shareholders of Baozun own?

Based on aggregate information from My MarketBeat watchlists, some other companies that Baozun investors own include Alibaba Group (BABA), NVIDIA (NVDA), Meta Platforms (META), Advanced Micro Devices (AMD), Netflix (NFLX), Tesla (TSLA) and Baidu (BIDU).

Company Calendar

• Last Earnings: 11/21/2024
• Today: 7/12/2025
• Next Earnings (Estimated): 8/27/2025
• Fiscal Year End: 12/31/2025

Industry, Sector and Symbol

• Stock Exchange: NASDAQ
• Sector: Computer and Technology
• Industry: IT Services
• Sub-Industry: Retail
• Current Symbol: NASDAQ:BZUN
• CIK: 1625414
• Web: www.baozun.com
• Phone: 862160809991
• Fax: N/A
• Employees: 7,650
• Year Founded: 2006

Price Target and Rating

• Average Price Target for Baozun: $3.20
• High Price Target: $4.20
• Low Price Target: $2.20
• Potential Upside/Downside: +22.6%
• Consensus Rating: Moderate Buy
• Rating Score (0-4): 2.50
• Research Coverage: 2 Analysts

Profitability

• EPS (Trailing Twelve Months): ($0.43)
• Trailing P/E Ratio: N/A
• Forward P/E Ratio: N/A
• P/E Growth: N/A
• Net Income: -$18.68 million
• Net Margins: -1.93%
• Pretax Margin: -1.12%
• Return on Equity: -4.46%
• Return on Assets: -1.84%

Debt

• Debt-to-Equity Ratio: N/A
• Current Ratio: 1.99
• Quick Ratio: 1.65

Sales & Book Value

• Annual Sales: $1.29 billion
• Price / Sales: 0.12
• Cash Flow: $0.15 per share
• Price / Cash Flow: 17.28
• Book Value: $10.40 per share
• Price / Book: 0.25

Miscellaneous

• Outstanding Shares: 57,750,000
• Free Float: 23,561,000
• Market Cap: $150.73 million
• Optionable: Optionable
• Beta: 0.31