Baozun Inc.
Rank #22StartupBZUN · Nasdaq · Consumer Cyclical
Baozun Inc. (BZUN) — Rank #22 by gross profitability (GP/assets 0.76) · ROE -6.6% · Piotroski F-Score N/A.
As-of 2026-09-15 · 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
Price History
Company Snapshot
P/S is the primary valuation lens for pre-profit companies.
Market Cap
$159.60M
P/E (annual)
—
P/S (annual)
0.0
P/B
0.0
P/OCF (annual)
0.4
Shareholder Yield
16.7%
Employees
6,626
Industry
Internet Retail
Exchange
Nasdaq
Signal Flags
Quality Profile
Profitability
1/1 passSafety
1/1 passCash Flow
3/3 passGrowth
2/2 passTerry Smith quality gate
Passes 1/5 Terry Smith thresholds2 of 5 thresholds not computable from filed data.
What Growth Is Priced In
Implied revenue growth (10Y)
-34.9%
The annual FCF growth rate today's price requires over a 10-year horizon (discount rate 10%, terminal growth 2.5%).
Buyback tailwind: -2.8% — per-share value needs a total required return of -37.7% once share-count change is priced in.
vs. own 6-year median revenue growth: 6.5%
within its own historyCost-of-equity sensitivity (implied growth at different discount rates)
r = 8%
-36.4%
r = 10% (base)
-34.9%
r = 12%
-33.4%
Net debt / market cap: -375.5%
Valuation History
Current multiple vs historical range at each filing date. Band spans 25th-75th percentile.
P / E
Price / diluted EPS
P / S
Price / revenue per share
P / B
Price / book value per share
P / GP
Price / gross profit per share
P / FCF
Price / free cash flow per share
Disclosure regression check
A previously-disclosed line item is no longer reported. Worth checking the filing for why.
Burn rate (cash flow) is the primary read at this stage — TAM and product-market fit aren't metrics this dashboard tracks.
Profitability
Gross profitability (GP / assets)
0.76
Primary signal (Novy-Marx).
3rd of 7 SIC 5961 peers
Return on equity
-6.6%
Gross margin
74.1%
1st of 7 SIC 5961 peers
Revenue growth (YoY)
12.9%
Gross margin improving
Margin trend vs prior year.
Operating Leverage
| 2021 | 2022 | 2023 | 2024 | |
|---|---|---|---|---|
| Revenue vs COGS | ||||
| Revenue vs OpEx | ||||
| Op. Income vs Revenue |
Anti-fragile safety
Balance-sheet safety
Composite anti-fragile check.
Debt / equity
0.77
Current ratio
1.87×
5th of 7 SIC 5961 peers
Quick ratio
1.32×
Net cash
$1.79B
Cash & equivalents minus total debt.
Cash-flow health
Free cash flow
$313.89M
Operating cash flow minus capex.
Positive free cash flow
FCF / net income
2.30
Cash-backing of earnings.
FCF/NI divergence
Unfavorable divergence (yellow flag).
Accruals healthy
Cash-backed earnings.
SBC / revenue
0.2%
Stock-based comp intensity.
Dividend safety
Composite score
2.0 / 5
Piotroski F-Score
F-Score
N/A
Only 8/9 components determinable.
Lifecycle Phase History
Lynch sell alert: Turnaround stalled
Classified startup for 2 consecutive fiscal years (2023-12-31, 2024-12-31) with no recovery to a healthier phase -- Lynch's turnaround rule: if it hasn't turned around by now, assume it isn't going to.