W
Kiwibit WalmartMarketplace Business Pulse
Production · 数据已连接
WALMART.COM · MONTH TO DATE
8月经营看板
真实订单数据 · 2026-10-01—2026-10-13 · 不含客户隐私
DAILY TREND
日度销售趋势
FULFILLMENT
履约状态
已发货1613.7%
待发货32.6%
已送达9379.5%
Cancelled54.3%
TRAFFIC × CONVERSION
Visits × CVR 量效趋势
Visits3日加权 Item CVR
10.6%
14210-01
8.3%
12410-02
6.7%
7710-03
4.8%
24010-04
3.7%
51310-05
1.3%
2,78710-06
1.0%
32110-07
0.9%
23410-08
3.2%
25510-09
3.5%
25710-10
3.4%
17210-11
2.8%
14410-12
SKU PERFORMANCE
SKU贡献结构
| SKU | 商品 | 订单 | 履约拆分 | 销量 | 销售额 | 销售占比 |
|---|---|---|---|---|---|---|
| BW5141G1 | Kiwibit Solar Smart Bird Feeder Mini with Camera, 4K HDR, AI Identifies 10000+ Species, 1080P Slow Motion, Easy Setup,Green | 38 | 自发货 16 / WFS 22 | 38 | $4,088 | |
| BW5141Y1 | Kiwibit Solar Smart Bird Feeder with Camera Mini, 4K Hdr, AI Identification, Wireless WiFi, Outdoor, Brown, Bird Watching Gifts | 36 | 自发货 0 / WFS 36 | 37 | $3,926 | |
| BW5111G1 | Kiwibit Smart Bird Feeder with Camera, 4K Ultra HD Video, AI Identify 10000+ Species, Easy Setup&Durable, Ideal Gifts for Bird Lovers, Green | 11 | 自发货 0 / WFS 11 | 13 | $1,820 | |
| BW5121G1 | Kiwibit Solar Smart Bird Feeder with Camera, 8MP 4K UHD Video, Long Battery Life, AI Identify 10000+ Species, Ideal Gifts for Bird Lovers, Green | 4 | 自发货 0 / WFS 4 | 4 | $760 | |
| BW5111B1 | Kiwibit Solar Smart Bird Feeder with Camera, 4K Ultra Hd Video, AI Identifies 10000+ Species, Ideal Gift for Bird Lovers, Blue | 4 | 自发货 0 / WFS 4 | 4 | $544 | |
| BW5121B1 | Kiwibit Solar Smart Bird Feeder with Camera, 8MP 4K UHD Video, Long Battery Life, AI Identify 10000+ Species, Ideal Gifts for Bird Lovers, Blue | 2 | 自发货 2 / WFS 0 | 2 | $360 | |
| BW5A31B1 | Kiwibit 75-inch Bird Feeder Pole with Squirrel-Proof Baffle, Heavy-Duty 1 inch Metal Pole, 5-Prong Base, Adjustable Top and Side Mount | 6 | 自发货 6 / WFS 0 | 6 | $360 | |
| BW5111G4 | Kiwibit Smart Bird Feeder with Camera, 4K Ultra HD Video, AI Identification, Ideal Gifts for Bird Lovers, Green, Solar Panel Not Included | 2 | 自发货 2 / WFS 0 | 3 | $300 | |
| BW5A21B1 | Kiwibit 19 inch Squirrel Baffle for Bird Feeder Pole, Fits 0.67" to 1.38" Poles, Wrap Around Bird House Guard, Heavy Duty Weatherproof | 10 | 自发货 10 / WFS 0 | 11 | $286 | |
| BW5121G2 | Kiwibit Solar Smart Bird Feeder with Camera, 8MP 4K UHD Video, No Subscription AI Identify 10000+ Species, Long Battery Life, Ideal Gifts | 1 | 自发货 1 / WFS 0 | 1 | $240 | |
| BW5141G2 | Kiwibit Solar Smart Bird Feeder Mini with Camera, 4K HDR, AI Identifies 10000+ Species, No Subscription, 1080P Slow Motion, Easy Setup,Green | 1 | 自发货 1 / WFS 0 | 1 | $160 | |
| BW511-1 | Kiwibit Feeder Accessory Kit for Smart Bird Feeder, 4-in-1 with Hummingbird & Jelly Holders, No Feeder Included | 2 | 自发货 2 / WFS 0 | 2 | $60 |
LISTING HEALTH
Listing健康度与转化基础
内容93.4预警线 90
Offer87.1预警线 90
评分评论62.0预警线 80
价格竞争力78.3预警线 85
配送速度100.0预警线 95
可交易率79.0预警线 95
转化率优化顺序
① 评分评论61.4：提升评论数量与质量信任；② 价格竞争力82.3：检查同款价差和促销；③ 可交易率87.5：排查缺货、未发布及Buy Box；内容与配送暂非主要瓶颈。
WALMART CONNECT · LINGXING
SP / SB / SV 广告总漏斗
1,196,194曝光
→1,834CTR 0.15% · CPC $3.27
→42CVR 2.29%
→$4,937ROAS 0.82 · ACOS 121.5%
已连接。数据源：LingXing MCP / Walmart Connect，店铺：Walmart_US。
$6,000广告花费$0零订单活动花费2个可放量活动
SP$5,371 · ROAS 0.84SB$585 · ROAS 0.54SV$44 · ROAS 2.40
CAMPAIGN & KEYWORD DIAGNOSIS
全类型活动与 SP 核心大词诊断
高花费活动
| 类型 / 活动 | 花费 | 订单 | 销售 | ACOS |
|---|---|---|---|---|
| SPSP-KF531-AUTO | $1,624 | 8 | $906 | 179.3% |
| SPSP-KF531棕-大词-bird feeder with camera-EX-Manual | $1,185 | 7 | $742 | 159.8% |
| SPSP-ALL Competitive-AUTO | $890 | 4 | $572 | 155.5% |
| SPSP-KF531-拓词-BR/PH-Manual | $870 | 13 | $1,467 | 59.3% |
| SBSB-brand0709 | $585 | 2 | $318 | 183.9% |
| SPSP-ALL Competitive-BR/PH-Manual | $578 | 3 | $520 | 111.1% |
| SPSP-KF531-大词-bird feeder with camera-EX-Manual | $135 | 1 | $106 | 127.7% |
| SPSP-Accessory-AUTO | $55 | 2 | $90 | 61.6% |
核心大词
| 关键词 / 匹配 | 花费 | 订单 | CVR | ACOS |
|---|---|---|---|---|
| bird feeder with cameraexact · SP-KF531棕-大词-bird feeder with camera-EX-Manual | $1,185 | 7 | 7.0% | 159.8% |
| bird feeder with camerabroad · SP-KF531-拓词-BR/PH-Manual | $858 | 13 | 10.6% | 58.5% |
| bird feeder with camerabroad · SP-ALL Competitive-BR/PH-Manual | $359 | 1 | 1.2% | 256.2% |
| bird camera feederbroad · SP-ALL Competitive-BR/PH-Manual | $142 | 1 | 6.3% | 101.5% |
| smart bird feederbroad · SP-ALL Competitive-BR/PH-Manual | $54 | 1 | 12.5% | 22.4% |
| bird feeder with cameraexact · SP-KF531-大词-bird feeder with camera-EX-Manual | $42 | 1 | 12.5% | 39.3% |
| bird feeder outdoorexact · SP-KF531-大词-bird feeder with camera-EX-Manual | $39 | 0 | 0.0% | ∞ |
| camera bird feederexact · SP-KF531-大词-bird feeder with camera-EX-Manual | $27 | 0 | 0.0% | ∞ |
CONTINUOUS MONITORING
连续数据策略与风险预警
[账号安全] VTR 有效跟踪
97.73%VTR 有效跟踪 97.73%，官方标准≥99%，内部预警阈值≤70% 或较官方标准低10%；官方风险Monitor，不代表官方关店判定。
改进策略：立即打开 Seller Center 绩效明细，定位责任订单并制定整改动作。Listing Quality
81.05Listing总分低于90，优先修复评分评论、价格竞争力和可交易率。
评分评论
61.99评分评论62.0分，低于预警线80分。
价格竞争力
78.28价格竞争力78.3分，低于预警线85分。
可交易率
78.95可交易率79.0分，低于预警线95分。
待履约订单行
22条订单行待发货，需检查订单年龄与承诺发货时间。
[广告] 广告整体ACOS
121.5%SP+SB+SV整体ACOS 121.5%，ROAS 0.82，广告投入已接近归因销售额。
改进策略：停止继续平均分配预算；优先保留ACOS≤40%的活动，其余降低预算20%–50%并逐日复盘。[广告] SB/SV效率
ROAS<1SP ROAS 0.84；SB ROAS 0.54，当前归因销售低于花费。
改进策略：SB收紧品牌活动预算；SV暂停零转化素材，仅保留有订单的YTBK小预算验证。[广告] 核心大词匹配错配
160% vs 59%bird feeder with camera精准匹配ACOS 159.8%，而广泛匹配仅58.5%。
改进策略：精准匹配出价下调40%或暂停；广泛组预算增加20%，同时持续否定无转化搜索词。自动预警规则销售/订单日环比连续2天下降待履约订单行 > 0Listing总分 < 90Item CVR下降≥20%广告ACOS超目标≥5pp高花费0转化词
BUSINESS ANALYSIS
核心结论与动作
分开管理两类履约
卖家待履约 2 条，仅自发货订单进入迟发风险；WFS由Walmart履约，单独监控出库和配送异常。
提升评论与价格力
评分评论61.4为最大Listing短板，价格竞争力82.3次之。优先改善信任证据和同款价差，再放大流量。
立即止损，向有效广泛词转移预算
SP花费 $6000.01，ACOS 121.5%。0个活动花费 $0.00 但无订单；Competitive-BR/PH 的 ACOS 30.6%、ROAS 3.27，是当前唯一可明确放量的活动。