BZUN - Is Baozun's Risky Leap Into Brand Management Starting To Pay Off?

2024-04-25 14:22:00 ET

Summary

• Baozun’s revenues rose 5% last year following its acquisition of Gap China, which represented 14% of total annual sales.
• Product sales from the company’s older e-commerce business fell by 21% last year, while e-commerce services revenue also slumped by 5%.
• Baozun’s current price-to-sales ratio of 0.13 looks quite depressed compared to domestic competitor Weimob, which trades at 1.38.

Baozun Inc. ([[BZUN]], 9991.HK) has been undergoing a major transformation this past year, buying brands and investing in a new offshore business as it diversifies beyond its status as one of China’s largest e-commerce service providers. But what exactly is happening at this company, whose major stakeholders include e-commerce giant Alibaba ([[BABA]]; 9988.HK)?...

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