Baozun Inc (9991) Fair Value & Analysis
Consumer Cyclical · HK · Market cap HK$1.3B
Fair value as of: Aug 13, 2026
From 12 valuation models · updated 3 days ago
Share price +1.5% over the past month.
A solid business, screening 33% undervalued on our models.
What matters now
- Solid quality (52/100) at a price below fair value, the discount is the argument here, not the business quality.
- A fairly wide model range (HK$5.66 to HK$13.74) leaves room in how you read the outcome.
Price vs Fair Value (5 years)
White line = price, green steps = our fair value per fiscal year, dashed = 300-day average. As of Aug 13, 2026.
How to read this chart
60‑month range HK$4.97 – HK$98.50 · fair‑value band HK$5.66 – HK$13.74 · the HK$7.31 price screens below the HK$9.70 fair value. Dashed = 300-day average. As of Aug 13, 2026.
Analysis
Baozun Inc (9991) currently trades at HK$7.31, while our model-based Fair Value estimate is HK$9.70, implying the stock looks roughly 32.7% undervalued today. The Quality Score stands at 52/100 (solid quality), in the Consumer Cyclical sector. Bull case: trading below our estimate, it may offer upside if the fundamentals hold. Bear case: a low price can be a value trap when quality is weak or the data is thin (evidence: medium), always confirm before acting.
Over the trailing twelve months, Baozun Inc generated revenue of HK$10.3B at a net margin of -1.8%. Revenue grew 15.3% year over year. It earns a return on equity of -2.3%. Net debt stands at HK$1.2B. Fundamentals as of Aug 13, 2026
Our scenario range runs from HK$5.66 (bear case) to HK$13.74 (bull case); at HK$7.31, the current price sits within that range. Bear and bull are the same models run on conservative and optimistic assumptions (margins, growth, valuation multiples), so a plausible valuation range, not a price target. The share trades about 44% below its 52-week high and 30% above its 52-week low, currently below its 200-day average. For context, the median of 10 Consumer Cyclical peers we cover trades at -52% fair-value upside, at 33%, 9991 screens cheaper than that median.
Fair Value models
Each model estimates fair value its own way; the Fair Value above is the evidence-weighted blend. Evidence (0–100) measures how completely this model’s inputs are available: well-fed models carry more weight in the blend. The spread across models is intentional, each one stresses a different value driver; dividend models, for instance, come out structurally low when payout is small.
All 12 models by family
Widest divergence: Growth DCF (HK$47.97) versus Dividend Discount (HK$1.72). Highest evidence: Growth DCF (80).
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Key figures & financial health
More key figures
Figures from reported company fundamentals · as of Aug 13, 2026. TTM = trailing twelve months.
Quality Score breakdown
Of which business quality 53 · Market factors (momentum, volatility) 40
Non-valuation factor families (profitability, growth, cashflow, financial strength, momentum …), each academically grounded. Valuation itself sits in the Fair Value and is deliberately excluded here to avoid double-counting.
About the company
Baozun Inc., through its subsidiaries, engages in the provision of end-to-end e-commerce solutions in the People's Republic of China. It operates in two segments, E-Commerce and Brand Management.
Full company description
Baozun Inc., through its subsidiaries, engages in the provision of end-to-end e-commerce solutions in the People's Republic of China. 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.
Company description, as reported by the company or data provider.
Revenue & earnings trend
FY2021 – FY2025 · reported fiscal years
Baozun Inc reported revenue of HK$9.7B in FY2025 versus HK$9.4B in FY2021, a compound +0.8%/yr. Reported net income was −HK$236M in FY2025.
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Peer Group
Internet Retail · 108 stocks
How this stock ranks against its industry: the green marker is this stock, the band is the typical 25–75% peer range, and the tick is the median.
Valuation Multiples vs Internet Retail median · lower = cheaper
Snowflake
Five quick dimensions, each 0 to 100: VALUE (fair-value potential), FUTURE (revenue growth), PAST (return on equity), HEALTH (low debt), DIVIDEND (yield). Green = this stock, grey = typical sector peer.
Values & ESG
Does this company touch areas you may want to avoid? The classification is inferred from sector and industry.
ESG scores are not available for this stock yet. Values and ESG data are contextual and can differ between providers.
Similar stocks
10 more Internet Retail stocks, each showing price versus our Fair Value estimate (as of Aug 13, 2026).
| Stock | Price | Fair Value | vs Fair Value |
|---|---|---|---|
| Amazon.com, Inc AMZN | $267.28 | $127.67 | -52% |
| Alibaba Group BABA | $125.22 | $76.00 | -39% |
| PDD Holdings PDD | $89.04 | $224.27 | +152% |
| MercadoLibre, Inc MELI | $1,828 | $798.98 | -56% |
| DoorDash, Inc DASH | $212.00 | $38.64 | -82% |
| Sea Limited SE | $128.11 | $52.70 | -59% |
| eBay Inc EBAY | $102.31 | $60.13 | -41% |
| JD.com, Inc JD | €27.00 | €31.73 | +18% |
| Coupang, Inc CPNG | $16.32 | $2.79 | -83% |
| Delivery Hero SE DHER | €37.04 | €12.71 | -66% |
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How we calculate Fair Value
Each company is valued through a stack of independent intrinsic-value models (DCF variants, residual-income, multiples and more), blended into one family-balanced consensus and weighted by how much trustworthy data backs it. A separate quality layer scores the fundamentals. Every input is real reported data, nothing guessed.
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