Also trades as 9991.HK.
BZUN
Hot AirBaozun Inc. · Consumer Cyclical · China · $206M cap · $1.1M/day traded
$3.48 -3.5% · close 12 Nov · scored 13 Nov
Score down 1.2 since 12 Nov.
Hot Air: Strong momentum and nothing else: weak business, rich price.
Results expected 24 Nov. Analysts raised next year's EPS estimate 13.3% over 13 weeks.
As of 13 Nov 2026, the MoatMap Score for Baozun Inc. (BZUN) is 61/100, ranked against 25,000+ stocks in 38 markets (Quality 43, Value 44, Momentum 70, each scored against its sector).
Does the score work? Each tenth of the ranking, tracked monthly. See the record →
ABOUT BAOZUN INC.
Read
Baozun Inc. is a leading brand e-commerce service partner in China, offering comprehensive end-to-end solutions for brands to operate and grow their online businesses across major Chinese e-commerce platforms. The company's competitive moat is built upon its deep expertise in China's complex digital commerce landscape, extensive operational capabilities spanning IT, marketing, and logistics, and long-standing relationships with both international brands and local platforms. Baozun serves as a critical, vertically integrated enabler for brands seeking to penetrate and succeed in the challenging yet lucrative Chinese e-commerce market.
FINANCIAL SUMMARY (USD)
Reported in CNY
| Year | 2021 | 2022 | 2023 | 2024 | 2025 | CAGR | TTM | 2026E | 2027E | Fwd CAGR |
|---|---|---|---|---|---|---|---|---|---|---|
| Revenue | 9.4B | 1.3B | 1.2B | 1.3B | 1.4B | -38.0% | 1.6B | 1.6B | 1.7B | 7.8% |
| EPS | -3.06 | -5.22 | -2.23 | -1.40 | -1.90 | — | — | — | — | — |
| Shares | 208.8M | 53.7M | 53.7M | 53.7M | 53.7M | -74.3% | 53.5M | — | — | — |
| Debt | 4.0B | 346.6M | 387.6M | 345.7M | 324.8M | -46.6% | 282.8M | — | — | — |
| Equity | 4.9B | 586.5M | 576.5M | 536.3M | 520.7M | -42.9% | — | — | — | — |
| Op CF | -96.1M | 57.0M | 63.4M | 14.1M | 58.5M | 0.9% | 107.4M | — | — | — |
| Inv CF | 375.8M | -194.6M | -48.2M | -113.8M | -125.0M | — | — | — | — | — |
| Fin CF | 750.0M | -245.8M | -1.1M | -2.7M | -15.0M | — | — | — | — | — |
Above its 200-day average and 11% below its 52-week high.
Swung more than 66% of stocks we rank over the past year (volatility 53% a year).
How this is worked out
The Price check reads only the chart, the price side of the Momentum score in words; it is not the MoatMap Score.
- Still falling: It set a new 52-week low in the last two weeks, after a deep fall.
- Finding a floor: It fell hard, but has set no new low for more than two weeks.
- Turning up: It has climbed off its low and is back above a rising 50-day average.
- In an uptrend (this stock): It is near its 52-week high and above its 200-day average.
- No clear trend: None of the above: no recent deep fall and no steady climb.
- No read yet: Not enough price history yet: it needs a year of trading.
In past US falls, waiting for Turning up cut the chance of another 20% drop from 42% to 33%. Returns were no better, and 33% of turns failed.
The exact rules
Still falling is a new 52-week low in the last two weeks, at least 25% below the high, with the low set after the high. Finding a floor is the same fall with no new low in the last two weeks. Turning up is 20 or more trading days without a new low, at least 10% off it, and back above a rising 50-day average. In an uptrend is above the 200-day average, with the 50-day average above the 200-day, and within 15% of the high. No clear trend is everything else. No read yet is under 252 trading days of history, or missing data. A new state shows once it has held for three trading days.
In 2,112 US drawdowns since 2001, buying while the price was still falling was followed by a further 20% drop 42% of the time. Waiting for a turn (the Turning up rule above) cut that to 33%, at about 7% higher prices and with no better returns. Part of that cut is simply not buying: 13% of falls never turned, and waiting kept those out. Among turns that were bought, 38% still fell another 20%, and 33% of turns were followed by a new low within six months. The benefit was largest in crashes such as 2008 and 2020.
What it measures: how much the price moved day to day over the past year, scaled to a yearly figure (annualised volatility) and ranked against every stock we cover. Very calm under 20% a year, Calm 20 to 30%, Average 30 to 40%, Bumpy 40 to 55%, Very bumpy above that.
What we found: across about 13,500 stocks in 34 markets (2002 to 2025), past swings were a good guide to the next year's, and bumpier stocks fell further. How much further changed too much between eras to put a number on it.
Calm is not safe: a calm stock can still slide steadily.
Rules fixed before any data was fetched. Describes the chart, not a recommendation.
SCORE BREAKDOWN
FUNDAMENTALS
SECTOR PEERS
Closest peers in Consumer Cyclical, ranked by industry match, size, and score similarity. Cross-listings of BZUN are excluded.
| Ticker | Company | Mkt Cap | Score |
|---|---|---|---|
| BZUN | Baozun Inc.(you) | $206M | 61 |
| 2685.HK | Quantgroup Holding Limited | $211M | 56 |
| RERE | ATRenew Inc. | $851M | 49 |
| 2420.HK | Zibuyu Group Limited | $292M | 98 |
| ZKH | ZKH Group Limited | $268M | 15 |
| 300740.SZ | SYoung Group Co., Ltd. | $1.1B | 35 |
| 2101.HK | Fulu Holdings Limited | $51M | 94 |
| 301381.SZ | Sailvan Times Co., Ltd. | $1.3B | 86 |
| 002640.SZ | Global Top E-Commerce Co., Ltd. | $801M | 26 |
| 301558.SZ | SFC Holdings Co., Ltd. | $775M | 24 |
Peer medians: ROE 6.1% · P/E 23.1x · Gross margin 21.2%
Company Deep Dive
A 10,000-word report: the business and its segments, what management promised on earnings calls and whether it delivered, the competition, and how things could turn out.