Deep dive · NasdaqGS: BZUN
Baozun Inc. stock analysis
Everything behind the call on Baozun Inc. 6 sections, ordered the way risk stacks up: survival first, quality and price in the middle, context last. The Beacon gives you the read. This is where you check the work.
The five reads
Global tapeOverseas lean+1.08%
Frankfurt2BZA0.00%⏱MéxicoBZUNN0.00%⏱London0HLU+3.24%⏱
Where else this company trades. A closed venue shows its last close, marked ⏱ — not a live price. Overseas lean is the average move across the 3 overseas venues listed above, excluding the home listing — a read on overnight sentiment rather than a signal.
The bottom linestart hereAs of 2026-09-18
Chart pattern
Above both averages
The 50-day sits above the 200-day
50-day $2.79 · +2.0%
200-day $2.70 · +5.4%
200-day $2.70 · +5.4%
Earnings
In 67 days
24 Nov 2026
beat 3–4 of the last 8
cohort P(beat) 53% · n=38,388
cohort P(beat) 53% · n=38,388
Valuation
3.3× forward
Against consensus earnings
5yr median 183×
Dividend
0.00%
A rounding error against cash — this is a capital-gains position
Risk flags
1 critical
5 checks run, 0 clear
beta 1.30 · vol 40% ann.
worst drawdown -54%
worst drawdown -54%
New to this? Every metric carries a plain-English read beside it, and an ⓘ next to a label opens the definition. Anything unfamiliar is also defined at the foot of the page under Glossary.
In one paragraphwhat the company actually does133 chars
Baozun Inc., through its subsidiaries, engages in the provision of end-to-end e-commerce solutions in the People's Republic of China.
NasdaqGS · USDInternet Retail
$2.85+0.07 · +2.52%CLOSED · vol 216.5K
52-week range↑ 38% off low · ↓ 37.4% off high
$2.07now $2.85$4.55
After-hours
$2.84-0.35%
Sep 18, 2026 · 7:30 PM ET
Quote Sep 18, 2026 · 4:00 PM ET
Tape 2026-09-17
Factors 2026-09-18
Tape 2026-09-17
Factors 2026-09-18
01Ratios · Sep 7, 2026SOLVENCY IN QUESTION
Survival & solvency
Altman-Z of 1.5 against a 3.0 safe threshold, interest covered 1.3×, and 0 of 5 forensic checks clear.
↳ Plain EnglishBefore anything else: can this company pay its bills? These blocks check the balance sheet, whether your slice of ownership is being diluted, and whether the accounting looks honest.
Bankruptcy risk (Altman-Z)
1.45DISTRESS ZONE
Distress<1.8
Grey1.8–3.0
Safe>3.0
Profitability, leverage and liquidity combined into one number. Above 3.0 is the safe band.
Balance sheetSep 7, 2026
Piotroski F-scoreWATCH
F 4/7
Piotroski F-score 4 of 7. Nine pass/fail tests covering profitability, leverage and operating efficiency; seven or more is strong.
Solvency and liquidity ratios
Interest coverageoperating profit against the interest bill1.3×healthy >5
Leverage · long-term debt / equitythe borrowings that outlive a bad quarter1.34
Your ownership stake
Net buyback yieldSHRINKING
6.78%
Buybacks less new issuance, as a share of market value.
Buyback yieldGROSS
6.79%
Repurchases as a share of market value, before new issuance is netted off.
Stock-based comp / revenueIN LINE
1.4%
Stock comp is the dilution pressure a buyback has to outrun. We read up to 5% of revenue as modest and above 12% as heavy — our own reading band, not a measured peer statistic.
Diluted vs basic share gapTHIN OVERHANG
0.00%
Options and awards already granted, expressed as the gap between the diluted and basic counts.
Accounting forensicsSEC filings
Red-flag x-rayGRADE F
38 / 100
1 critical · 3 watch · 0 clear of 4 scored tests
Red-flag x-ray · every check, passes included
CheckStatusValueWhat it looks for
Bankruptcy distressCRITICALZ 1.45Altman-Z in the Distress · fundamentals
Earnings manipulationWATCHM -2.82M-score in range (m5 6/8) · fundamentals
LeverageNAn/aLong-term debt / equity not available · fundamentals
Profitability qualityWATCHF 4/7Piotroski F-score 4 of 7 · fundamentals
Filing forensicsWATCH2 flags2 filing red flags on the latest 10-K · forensic
5 checks, 3 watch and 1 critical. The passes are shown because a score built from five checks means something different from one built from three.
02
Business quality
The quality blocks below render whatever the filings support; anything absent says so in place.
↳ Plain EnglishMargins tell you how much of each sales dollar the company keeps. Return on capital tells you whether reinvesting that money creates value. Both are read against what the filings support, not against a target.
12-1 momentum
-39.6%EX LAST MONTH
Return over the last year excluding the most recent month — the standard momentum factor, which drops the short-term reversal.
Profitability
Data unavailableNo parsed income statement is on file, so margins, returns on capital and cash generation cannot be computed for this name.
Growth & relative strength
Trailing return by period
1 month-1.2%
3 months-0.4%
6 months+26.4%
Year to date-1.1%
1 year-39.3%
Relative-strength rankTOP 40%
60 / 100
Where this name's 3-month return against the S&P 500 ranks across the market — a quarter's standing, not the year's.
Around earningsAug 28, 2024
P(beat next quarter)COHORT BASE RATE
53%
survivor-tilted universe (currently-listed names; large-cap-skewed coverage)
Beat rate · this nameBEAT 3–4 OF THE LAST 8
3 of 8
Its own record against consensus. 8 prints is a small sample, which is why the cohort rate above carries the probability.
Typical earnings moveData unavailableRealized move magnitudes are not published for this name yet — needs ≥8 measured prints · 5 on file.
Reaction: beat vs missData unavailableThe beat-versus-miss reaction gap is not computed for this name — undetermined — needs ≥12 measured beats.
Consensus bias0.86× COHORT
Persistent
misses more often than it beats, by small margins
Next reportIN 67 DAYS
24 Nov 2026
Reports bmo
Dividends & income
Data unavailableThis company does not pay a dividend. There is no yield, payout ratio or ex-dividend date to show, and the return case rests entirely on capital gains.
Signal
Not an income position.
No dividend is declared, so nothing here contributes to total return except the price. That is a fact about the security, not a criticism of it.
Inventory ledger
Data unavailableNo inventory detail is tagged in this company's filings. The ledger needs the XBRL inventory components, which a business without physical goods does not report.
Segments & geography
Data unavailableRevenue by segment and region is not on file for this name, so product and geographic concentration are not shown.
Pattern reliability · platform-wide cohortSnapshot · Sep 18, 2026
Sideways
HorizonHigherMedianObservations
10d47%0.0%1,473,236
21d49%0.0%691,862
63d51%+0.2%218,831
slope -0.01 over 40 bars
Double bottom · leans bullish
HorizonHigherMedianObservations
10d49%0.0%1,242,409
21d50%0.0%584,002
63d51%+0.2%184,289
two troughs ≈ equal — reversal if neckline breaks
Cup and handle · leans bullish
HorizonHigherMedianObservations
10d46%-0.3%694,881
21d47%-0.5%326,059
63d47%-1.1%104,116
U-base + small handle pullback
Near support · leans bullish
HorizonHigherMedianObservations
10d51%+0.1%533,688
21d53%+0.2%250,417
63d54%+0.4%78,400
testing recent support
033.3× FORWARD
Price & timing
Price $2.85, 3.3× forward earnings, RSI 54.
↳ Plain EnglishA multiple is what the market charges for a dollar of this company's earnings, cash or revenue; the trend and the options tape say what the price is doing around it. Together they are the timing picture, not the quality one.
Trend
Above 50 & 2003 OF 3 AVERAGES
50-day $2.79 · 200-day $2.70. Price above both is the structural definition of an uptrend.
The setup right now
Price · 504 sessions2024-09-13 → 2026-09-17
price50-day200-day
How to read this
Up 2.52% on the session.
Follow the solid line: each point is a session close. Compare it to the 50-day average — while price stays above it the short-term trend is up, and a drop below is the first structural warning.
Momentum (RSI-14)COOL
54
030 oversold70 hot100
Where momentum sits on a 0–100 scale. Above 70 is overbought, below 30 oversold; the middle says the move has room either way.
Typical day (ATR-14)±3.9%
$0.11
The average true range — how far this stock moves on an ordinary day. It sets the scale a stop has to clear.
MACDBELOW SIGNAL
-0.01
The short-term trend against its own signal line. The sign is the read; the size is not a target.
Bollinger position62% OF RANGE
Mid band
Where price sits inside its own volatility band. The edges are where a move is stretched, not where it reverses.
20-day VWAPPRICE BELOW
$2.87
The volume-weighted average of the last month. Price above it means recent buyers are, on average, in profit.
Chandelier exitBROKEN
$2.97
A volatility-based trailing stop, set a few average ranges below the recent high.
24 Nov 2026 · in 67 daysNext earningsThe next scheduled catalyst. The forward guide usually moves the tape more than the printed number. Date as the vendor last stated it on 29 Aug; companies confirm about three weeks ahead, so it can still move.
2026-09-25 · in 7 daysConsumer SentimentA scheduled macro release. It moves this stock independently of anything the company does.
Setup & oddsNightly
Pullback riskoverstretch read
Low0.67× segment rate · n=7,385
Historically, micro names in this tape state saw a ≥10% pullback within 63 trading days in 59% of cases (n=7,385).
Overstretchvs the 20-day mean
-0.4σ
How many standard deviations price sits from its 20-day mean. Beyond 2σ is genuinely stretched; inside it is ordinary.
Bottom zoneif it breaks down
$3 – $33 supports
Where prior demand appeared: S1 at $2.75, Pivot low at $2.73, Pivot low at $2.72.
Slide scorefalling-knife check
0 / 100Neutral
A composite of consecutive down days, gap risk and volume expansion. Low means any decline is orderly.
Signal
The odds lean, the stretch qualifies it.
Not enough fundamental coverage to score this name's red-flag cohort — no 12-month odds shown.
Valuation
Multiples
Forward P/Eearnings expected over the next 12 months3.3×5yr median 183×
0 of the 1 priced multiple above sit in the richer half of its band. Each priced multiple is read against this stock's own history where a five-year range is on file, so the question is whether today is dear for this name rather than for the market. The multiples are computed separately from the quote above and are not re-priced as it moves, so they can lag it.
Price horizon & timing
Data unavailableMicro-cap names are excluded from the level composer by design. At this size the daily range routinely swallows the distance between an entry and a stop, so the levels would describe noise rather than structure.
Gamma map
Data unavailableThis name has no listed options chain, so there is no dealer gamma to map. Regime, flip level, walls and the implied move all need a chain to exist.
Options tape
Data unavailableNo options chain is connected for this ticker. Max pain, the put/call ratio, the implied move and the open-interest ladder all need the chain feed.
0413F quarterly · Form 4 dailyNET SIGNAL -2
Ownership & flow
Institutions hold 27%, short interest is 0.49% of float.
↳ Plain EnglishWho is buying and selling, and what they had to disclose. Institutions file 13F 45 days after quarter end, executives file Form 4 within two days, and Congress discloses under the STOCK Act with a 30–45 day legal lag. Every one of those is a look backwards.
Net signal
-2BALANCED · 30d
0 bull / 1 bear factors. The points sum to the net beside the label; nothing here is weighted after the fact.
The QTick signalNightly
Quality / valueTTM · CONTEXT
-2
Altman-Z in the distress zone
Signal
0 bull / 1 bear factors
Independent factors scored and netted to -2 over 30d, a balanced reading. 1 of 9 factors carried a direction; the others scored zero and do not vote. The signal describes where the data leans, not what to do about it.
Cross-category read
Data unavailableFewer independent evidence families are ready than the engine's minimum, so there is nothing to check for agreement. A cross-category read over two categories is not a read.
Wall Street
Data unavailableNo sell-side firm publishes research on this name. There is no consensus rating, no price target and no estimate revisions to weigh — for a company this size that is the norm rather than a gap in our data.
Who owns it13F quarterly · Form 4 daily
Institutional ownershipRETAIL-HEAVY
26.7%
The share held by 13F filers. It describes last quarter's positioning, not today's — filings land up to 45 days after quarter end.
Insider ownershipOFFICERS & DIRECTORS
0.0%
The share held by the people running the company.
Short interest (float)LIGHT
0.49%
The share of the tradable float sold short.
Dollar volume (ADV)42nd PCTILE
$1.02M/day
Average dollars traded per day, and where that ranks cross-sectionally. Thin liquidity is a cost you pay on the way out, not just on the way in.
Borrow feeData unavailableWe do not license securities-lending data, so the annualized cost of borrowing shares to short is not something we can show. Short interest and days-to-cover above are the closest read we can source.
Funds entering / exitingNET +3
+5 / −2
Institutions opening a first position against those closing out entirely, at the latest filings.
The story · news & sentimentRolling window
Why it moved todayNONE
+2.52%
BZUN rose +2.52% since the last close — no identified catalyst in our coverage.
Congress
Data unavailableNo congressional trades in this name have been disclosed under the STOCK Act. Lawmakers' disclosed trades cluster heavily in large caps, so an empty list is the usual state.
050 graded callsHIGH VOLATILITY
Risk & track record
Beta 1.30, 40% annual volatility, a -54% worst drawdown, and 2 of 8 risk surfaces clear.
↳ Plain EnglishWhat owning it does to a portfolio, what the model votes against, and how often our own calls have been right. Every call is graded when it resolves, and the ones still open stay visible.
A very bad day (EVT)
−6.9%1-IN-200 DAY
Fitted to the tail of the return distribution rather than assuming a bell curve. Size the position so a day like this is survivable.
What it does to a portfolio5-year window
Beyond the tail (ES)1-IN-1,000 DAY
−10.6%
The average loss on a 1-in-1,000 day or worse — deeper in the tail than the 1-in-200 figure above and further than the measured history reaches, so it reads as the scale of a crash, not a forecast of one.
Tail understatementNEAR-NORMAL
1.0×
The tail runs close to what a normal curve would predict, so volatility is a reasonable proxy for risk here — which is not true of every name.
Max drawdownIT CAN HALVE
-54.3%
The deepest peak-to-trough fall in the measured window. Only hold a position you can watch do this.
Beta (vs the market)IN LINE
1.30
Moves about 1.3× the market over the past year.
Annualized volatilityELEVATED
40%
How far it swings over a year, from its own realized returns.
Tactical phaseNIGHTLY READ
Neutral
Selling pressure0
Buying pressure29
Overheat24
State: neutral — No dominant short-horizon pressure in the tape.
What votes againstNightly
MedQuality / valueAltman-Z in the distress zoneTTM · -2
Signal
1 of 9 factors vote against.
Ranked by the size of each factor's own point contribution to the net signal — these are the model's stated reasons, not a written bear case. Each one is scored from the source named beside it.
Failure modes · by company type
Data unavailableFailure modes are routed per company type, and only the bank-run and crypto-treasury rulebooks are validated so far. This name routes as unknown, so there is no cohort-specific checklist to run. A generic list would read as analysis without being any.
The risk case · why not to buy8 surfaces · nightly
Suggested position capmax defensible size
1.9%tail cap binds
max defensible size 1.9% - tail binds
Avoid score6-month distress
18.6%1.3× its cohort · $1–$5 names
Observational 6-month large-drawdown risk ranking — not a forecast, not alpha. Historical distress rate for this $1–$5 names segment: 14.8%. This name reads 1.3× that base rate.
LowDistress screenThe distress model did not score this name in the latest run, so this surface is unmeasured rather than clear.Not scored
MedPosition size, not conviction, is the binding constrainthalf-Kelly 22.0% · tail cap 1.9% · category cap 13.7%. The tail cap binds, so 1.9% is the number (n=75,992). We show which one binds rather than the friendliest.Sizing
LowLottery-ticket behaviourIts best 21-day return sits at 7.1% against a 25.7% cohort 90th-percentile threshold — below the line where forward returns have historically turned negative.Behaviour
LowCash runwayNot scored for this name.Not scored
LowPost-earnings driftNo measured earnings reaction on file, so the drift surface is unmeasured.Not scored
LowDividend riskNot scored for this name.Not scored
LowRestatement historyFiling history is not deep enough to check for restatements.Not scored
LowCrowded shortNot in a warn state: the crowded-short model only publishes when short interest and thin liquidity coincide, and neither condition is met here.Not scored
Signal
2 of 8 surfaces clear.
8 surfaces checked, 2 clear. The binding constraint is position size — the tail cap is the one that binds. Each row states which surface it is and what it measured; a surface that could not be scored says so rather than counting as clear.
Who should skip it
Skip it if any of these is you
You can't sit through -54%
That is this name's deepest measured fall, on 40% annualized volatility. A drawdown of that size is normal here, not exceptional.
You want income
A 0.00% yield is a rounding error against cash. This is a capital-gains position.
You'd size it like a core holding
The binding cap is 1.9% of a portfolio. Above that the tail stops being survivable.
Our track record0 resolved
Track recordBUILDING IN THE OPEN
9 logged
9 calls logged on this name, 0 resolved so far. Calls are logged the moment they are made, so the open ones are public before anyone knows how they turn out, and a hit-rate is not published until enough of them resolve.
Calls on BZUNTHIS NAME
9
This name's own call count. Too few have resolved to publish a rate over them, so none is shown rather than a rate over 0.
0610-K disclosed linksINTERNET RETAIL
The wider context
5 mapped peers, 3 connections.
↳ Plain EnglishCompanies do not trade alone. This is the peer set, the supply chain that has to deliver, and the macro variables that move the stock regardless of company news.
Rate sensitivity
-46.5% per +1ppSECTOR
This is the SECTOR prior, not a measurement of this name — the regression did not clear its own bar. The verdict beside it (headwind) comes from the prior too, so the two agree by construction rather than by evidence.
Versus peersLatest session
Peer set · 5 names
SymbolRelationshipPriceSession
AMZNCustomer$253.71+1.00%
BABAFPeer$13.26-1.45%
BABAPeer$113.24+4.33%
PDDPeer$78.90+1.51%
MELIPeer$1,787.39-2.07%
The mapped peer set and how each traded in the latest session. A peer moving with this name says the move is the sector's; one moving against it says the move is this company's.
Time machineHistory from 2023-06-01
Signal
2 of 4 backward windows are positive.
Look-back returns describe what happened, not what is likely. They are here to set the scale a future move would be measured on.
Macro driversRolling window
Next macro catalystIN 7 DAYS
Consumer Sentiment
2026-09-25. A scheduled release that moves this stock independently of anything the company does.
Events · what moves this stockSep 17, 2026
Retail salesUsually helps when shoppers spend more than expected
Online spending is in the report.
Typical for the Internet Retail industry
On the day +0.8% · A week later -2.0% · Two weeks later -0.2% · Rose on 17 of 39 report days
Across the last 39 Retail sales reports since Jun 15, 2023, BZUN moved +0.8% on average on the day and was 0.2% lower two weeks later. The S&P 500 moved +0.1% on those days.
Initial jobless claimsUsually hurts when more people file for benefits than expected
Fewer paychecks means less spending at stores, restaurants and dealers.
Typical for the Consumer Cyclical sector
On the day -0.3% · A week later -0.3% · Two weeks later -0.2% · Rose on 75 of 169 report days
Across the last 169 Initial jobless claims reports since Jun 8, 2023, BZUN moved -0.3% on average on the day and was 0.2% lower two weeks later. The S&P 500 moved 0.0% on those days.
Core PCE (the Fed's gauge) is due in 11 days.
Core PCE (the Fed's gauge)Usually hurts when inflation runs hotter than expectedHigher prices squeeze household budgets and higher rates make borrowing dearer; both are bad for stores, restaurants and carmakers.
Typical for the Consumer Cyclical sector
On the day +0.7% · A week later -0.1% · Two weeks later +2.6% · Rose on 20 of 39 report days
Across the last 39 Core PCE (the Fed's gauge) reports since Jun 28, 2023, BZUN moved +0.7% on average on the day and was 2.6% higher two weeks later. The S&P 500 moved +0.2% on those days.
FOMC decisionUsually hurts when the Fed sounds more hawkish than expected
Costlier car loans, mortgages and credit cards mean less consumer spending.
Typical for the Consumer Cyclical sector
On the day +0.2% · A week later +1.2% · Two weeks later +1.7% · Rose on 19 of 39 report days
Across the last 39 FOMC decision reports since Jul 1, 2023, BZUN moved +0.2% on average on the day and was 1.7% higher two weeks later. The S&P 500 moved -0.1% on those days.
Housing startsUsually helps when more homes are started than expected
Homebuilders and home-improvement chains sit in this sector.
Typical for the Consumer Cyclical sector
On the day -0.2% · A week later +0.9% · Two weeks later +0.9% · Rose on 17 of 39 report days
Across the last 39 Housing starts reports since Jun 20, 2023, BZUN moved -0.2% on average on the day and was 0.9% higher two weeks later. The S&P 500 moved 0.0% on those days.
Industrial productionUsually helps when factory output comes in stronger than expected
A stronger economy means more consumer spending.
Typical for the Consumer Cyclical sector
On the day +0.8% · A week later -2.0% · Two weeks later -0.2% · Rose on 17 of 39 report days
Across the last 39 Industrial production reports since Jun 15, 2023, BZUN moved +0.8% on average on the day and was 0.2% lower two weeks later. The S&P 500 moved +0.1% on those days.
PCE inflation is due in 11 days.
PCE inflationUsually hurts when inflation runs hotter than expectedHigher prices squeeze household budgets and higher rates make borrowing dearer; both are bad for stores, restaurants and carmakers.
Typical for the Consumer Cyclical sector
On the day +0.7% · A week later -0.1% · Two weeks later +2.6% · Rose on 20 of 39 report days
Across the last 39 PCE inflation reports since Jun 28, 2023, BZUN moved +0.7% on average on the day and was 2.6% higher two weeks later. The S&P 500 moved +0.2% on those days.
Producer prices (PPI)Usually hurts when producer prices run hotter than expected
Higher prices squeeze household budgets and higher rates make borrowing dearer; both are bad for stores, restaurants and carmakers.
Typical for the Consumer Cyclical sector
On the day +0.4% · A week later -1.5% · Two weeks later -1.9% · Rose on 18 of 39 report days
Across the last 39 Producer prices (PPI) reports since Jun 12, 2023, BZUN moved +0.4% on average on the day and was 1.9% lower two weeks later. The S&P 500 moved +0.3% on those days.
Customer momentum
Data unavailableCustomer momentum needs listed customers that disclose a revenue dependence on this company, and none is on file. The connections below are a different map: competitors and partners, most of them curated rather than filed.
Connections3 links · none confirmed
Direct connections · 3 edges
CompanyRelationSessionProvenance
AMZN · Customercustomer+1.00%Rumored · manual
FDX · Suppliersupplier-0.73%Rumored · manual
TGT · Competitorcompetitor-1.03%Rumored · manual
0 of 3 edges are named in a filing; the rest come from reporting we have not matched to one yet, and are labelled as such.
Glossary · every term on this page
Survival
Altman Z
Bankruptcy-risk score. Above 3.0 is the safe band.
Piotroski F
Nine pass/fail health tests; 7 or more is strong.
Beneish M
Accrual and growth pattern screen. Clear below −2.22, watch to −1.78, elevated above; a year of very fast revenue growth lifts it by construction.
Merton DTD
Standard deviations of asset value between the company and its debt.
EDF
Default frequency calibrated on what actually happened to similar names.
Price & tape
RSI-14
Momentum gauge 0–100. Above 70 is overbought, below 30 oversold.
ATR
Average true range — the size of a typical day.
VWAP
20-day volume-weighted average price — the average paid over the last month; the page shows no intraday VWAP.
Supertrend
A trend-following stop line. A close through it flips the read.
Chandelier
A trailing stop set a few average ranges below the recent high.
Options & flow
Gamma / GEX
Dealer hedging pressure. Negative gamma amplifies moves both ways.
Call / put wall
The strikes with the heaviest open interest; they act as ceiling and floor.
Max pain
The strike where most options expire worthless.
13F · Form 4
Institutional filings, 45 days after quarter end. Insider trades, within two days.
Scoring
Composite signal
Independent factors scored and netted into one number.
Hit-rate
Share of past calls that resolved in the direction stated.
Brier score
Calibration measure. Lower means stated probabilities track reality.
HHI
Concentration 0–10,000. Above 2,500 means one segment carries the company.
EVT
Fits the tail rather than assuming a bell curve, so bad days are not understated.