Baozun stock: buy or sell?

BZUN stock price: $35.29 -0.08% At close on December 6th, 2019

Updated on:
December 6th, 2019


Shares of Baozun stayed steady a tight -0.08% and closed at $35.29. On Monday BZUN collapsed a dreadful -6.51%.

Baozun Inc. provides e-commerce solutions for brand partners in the People's Republic of China. It offers end-to-end e-commerce solutions, including IT infrastructure setup and integration, online store design and setup, visual merchandizing and marketing campaigns, store operations, customer services, warehousing, and order fulfillment.

Should I buy Baozun stock?

You can't be a successful trader if you don't follow a methodolgy or system that assist you in choosing companies and the correct market timing. That's why is so important to choose your own trading strategy that matches with your character as inversor. At, we like to use very simple but trusted and powerful trend following trading strategies. Simple things usually work the best.

Currently, Baozun stock doesn't match any of these trading strategies, so our recommendation is not to buy.

Buy setupElegible
New all-time highNo
New 52 week highNo
Price crossing up 200d MANo
100d MA crossing up 200d MANo
This is not a selling recommendation at all, just it's not the best moment to buy if you follow any of these trading strategies.

Is Baozun stock a buy?

Everyday, hundreds of stock ratings are published by financial analysts to indicate a particular stock's attractiveness. At, we detected 4 ratings published for BZUN stock in the last 30 days.

The general sentiment of these ratings is bullish for BZUN stock, with 4 positive ratings.
Is BZUN a good stock to buy?
DateAnalyst / BrokerPrevious ratingCurrent rating
2019-8-5Jefferies Financial Groupn/aBuy
2019-8-26Bank of American/aBuy
2019-7-17Credit Suisse GroupOutperformOutperform

Baozun stock analysis

Daily outlook

Baozun stayed stable a tight -0.08% and closed at $35.29.

Shares of Baozun stayed constant a tight -0.08% and closed at $35.29. Since price and SMA200d lines crossed down on Nov/21, BZUN fell $-8.21 per share (-18.87%). BZUN is soaring again after a 9.70% correction from its last top on Nov 29th at $38.04.

BZUN stock chart (daily)

Weekly outlook

After boosting an impressive 5.35% in a week last week, Baozun closed this week at $35.29 and collapsed a chilling -7.06%.

BZUN stock chart (weekly)

Baozun stock price history

Baozun stock went public on May 21st, 2015 with a price of $10.251. Since then, BZUN stock surged a 244.30%, with a yearly average of 61.10%. If you had invested right after BZUN's IPO a $1,000 in Baozun stock in 2015, it would worth $2,443.00 today.

1: Adjusted price after possible price splits or reverse-splits.

Baozun stock historical price chart

BZUN stock reached 52-week highs on July at $56.47, and all-time highs 2018-06-12 with a price of 67.41.

Baozun stock price target is $56.10

Nobody can reliably foresee how stock prices may evolve in the future. However, banks and other financial institutions analysts, with the help of lots of data and algorithms do their best to predict the stock prices movement. You should not follow the analysts' BZUN stock price predictions in the hope that they will be met as they may be wrong and not met. For the last 30 days we found 3 price forecasts for Baozun stock:
BZUN stock price predictions
DateAnalyst / BrokerActionPrevious targetCurrent targetDiff
2019-8-5Jefferies Financial GroupInitiatesn/a$59.20-
2019-8-26Bank of AmericaReiterates$53.00$49.00-7.5%
(in average)$53.00$56.106.0%
The price target for Baozun stock is $56.10, moving in a range between $60.00 and $49.00. In average, analysts' outlook on BZUN price target is positive, improving the prediction by a 6.00% from previous estimations.

Financials and fundamental analysis

Earnings date and Earnings per Share

Since March, when Baozun posted its last earnings report, it . Unfortunately, reported EPS is not yet available in our database.
BZUN earnings date and EPS evolution
QuarterReporting dateEstimated EPSActual EPSSurprise

Annual financial results

In 2018, Baozun annual turnover climbed a dazzling 29.99% to $5,393.04 M USD from $4,148.81 marked in 2017. In contrary, its profit margin (compared to revenues) stayed constant to 5.00%, that is $269.71 million.

BZUN annual Sales and Income evolution
2013$248 M-$-6.15 M-2.5%-
2014$1,584 M539.39%$-59.81 M-3.8%872.59%
2015$2,598 M64.00%$23 M0.9%-137.82%
2016$3,390 M30.47%$87 M2.6%282.98%
2017$4,149 M22.37%$209 M5.0%141.09%
2018$5,393 M29.99%$270 M5.0%29.13%

Quarterly financial results

Baozun posted $2,201.95 million in sales for 2018-Q4, a 98.24% improvement compared to previous quarter. Reported quarter earnings marked $188.24 million with a profit margin of 8.55%. Profit margin jumped a 5.87% compared to previous quarter when profit margin was 2.68%. When comparing turnover to same quarter last year, Baozun sales marked an amazing gain and skyrocketed a 40.67%.
BZUN quarterly Sales and Income evolution
2017-Q1$117 M-$2 M1.3%-
2017-Q2$129 M10.81%$4 M3.4%181.82%
2017-Q3$134 M3.34%$3 M2.5%-24.02%
2017-Q4$1,565 M1,069.93%$147 M9.4%4,344.82%
2018-Q1$921 M-41.15%$15 M1.6%-89.81%
2018-Q2$1,159 M25.83%$37 M3.2%146.14%
2018-Q3$1,111 M-4.17%$30 M2.7%-18.95%
2018-Q4$2,202 M98.24%$188 M8.5%531.96%

Baozun ownership

When you are planning to invest in shares of a stock, it's worth to review its ownership structure.

Baozun shares owned by insiders (that is, founders, CEO, CTO, main executives or other management staff) currently counts a 2.40% of all shares.

In case of Baozun stock, 67.02% of its shares are held by institutions (mutual funds, pension funds, big banks and other large financial institutions). Bearish positions for BZUN stock account 0.00%, no big difference from last month.

For a better understanding, the following table shows ownership data compared to other related stocks:

Market cap$2.2 B$6.5 B$31.8 M
Total shares62.4 M121.4 M39.8 M
Float shares42.2 M120.9 M38.0 M
  - Institutional holdings (%)67.0%83.5%8.8%
  - Insider holdings (%)2.4%0.4%60.5%
Shares in short selling0.0%0.0%0.0%

Baozun summary

Friday, December 6th, 2019
Day range$34.97 - $35.64
Previous close$35.32
Session gain-0.08%
Average true range$2.15
50d mov avg$41.57
100d mov avg$43.96
200d mov avg$43.46
Daily patternlb01a
Weekly pattern

Baozun performance

Performance as an absolute value is never valid if it's not benchmarked against competitors or related stocks in the industry. We compared Baozun against CDK Global and Cinedigm in the following table:
CDKCDK Global19.58%12.80%12.97%

Baozun competitors

Choosing a list of competitors for Baozun it's a hard job. We selected 2 public companies that are related to and can be considered as competitors of Baozun: