BZUN · Nasdaq · Consumer Cyclical
Baozun Inc. (BZUN) — Rank #23 by gross profitability (GP/assets 0.76) · ROE -6.6% · Piotroski F-Score N/A.
As-of 2026-10-30 · CIK 0001625414 · all metrics point-in-time as of the filing date.
About
Baozun Inc., through its subsidiaries, engages in the provision of end-to-end e-commerce solutions in the People's Republic of China.
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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; 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.
- Industry
- Internet Retail
- Sector
- Consumer Cyclical
- State
- E9
- Filer Category
- Accelerated filer
- Fiscal Year End
- December 31
- Website
- baozun.com
Company Snapshot
P/S is the primary valuation lens for pre-profit companies.
Market Cap
—
P/E (annual)
—
P/S (annual)
—
P/B
—
P/OCF (annual)
—
Shareholder Yield
—
Employees
6,626
Industry
Internet Retail
Exchange
Nasdaq
12/12
Flags passed
BZUN passes 12/12 quality flags
- PASSGross margin holding
- PASSDilution within 2%
- PASSFCF not negative from investment
- PASSDisclosure consistent
- PASSRevenue not declining
- PASSOperating margin holding
- PASSFree cash flow intact
- PASSPasses safety gate
- PASSBalance sheet stable
- PASSNo competitive retreat
- PASSSBC not compressing margin
- PASSNo valuation convergence
Strengths Deferred revenue growing
A count of the 12 warning flags that could be evaluated. Unweighted: colour follows the worst flag.
Quality Profile
Profitability
1/1 passSafety
1/1 passCash Flow
3/3 passGrowth
2/2 passBurn rate (cash flow) is the primary read at this stage — TAM and product-market fit aren't metrics this dashboard tracks.
Profitability
Does it make money well?
No warning flags · GP/assets 0.76
Gross profitability (GP / assets)
0.76
Primary signal (Novy-Marx).
4th of 11 SIC 59 peers
Return on equity
-6.6%
Gross margin
74.1%
1st of 11 SIC 59 peers
Revenue growth (YoY)
5.6%
Gross margin improving
Margin trend vs prior year.
Operating Leverage
| 2022 | 2023 | 2024 | 2025 | |
|---|---|---|---|---|
| Revenue vs COGS | ||||
| Revenue vs OpEx | ||||
| Op. Income vs Revenue |
Growth
Revenue CAGR (3Y)
5.8%
Revenue CAGR (5Y)
2.4%
Earnings CAGR (3Y)
—
FCF CAGR (3Y)
21.4%
Cash Flow Health
Is the cash real?
No warning flags · FCF 230% above net income
Free cash flow
$313.89M
Operating cash flow minus capex.
Positive free cash flow
FCF vs net income
229.7%
(FCF − net income) ÷ |net income|. Positive: cash above earnings. Negative: below.
FCF not below net income
Fails when free cash flow is below net income (yellow flag).
Accruals healthy
Cash-backed earnings.
SBC / revenue
0.2%
Stock-based comp intensity.
Balance Sheet Strength
Can it survive a storm?
No warning flags · net cash $1.45B
Balance-sheet safety
Composite anti-fragile check.
Debt / equity
0.77
3rd of 10 SIC 59 peers (best = lowest)
Current ratio
1.87×
3rd of 11 SIC 59 peers
Quick ratio
1.32×
Net cash
$1.45B
Cash & equivalents minus total debt.
Piotroski F-Score
N/A
Only 8/9 components determinable.
Valuation
Is the price reasonable?
No warning flags
Dividend safety
Composite score
2.0 / 5
Capital allocation quality
Composite score
2.7 / 5
Lifecycle Phase History
Price History
Source filings on SEC EDGAR: 10-K annual reports · 10-Q quarterly reports