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 · 2026-08-01—2026-08-24 · 不含客户隐私
DAILY TREND
日度销售趋势
FULFILLMENT
履约状态
待发货22.4%
已发货2024.4%
已送达5870.7%
Cancelled22.4%
TRAFFIC × CONVERSION
Visits × CVR 量效趋势
Visits3日加权 Item CVR
4.5%
8808-09
3.8%
14908-10
4.6%
6908-11
5.2%
3408-12
7.2%
6408-13
7.1%
8408-14
7.8%
5708-15
7.3%
9108-16
8.0%
2708-17
7.5%
6908-18
10.0%
1408-19
10.7%
2008-20
9.4%
9408-22
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 | 31 | 自发货 31 / WFS 0 | 31 | $3,410 | |
| BW5141Y1 | Kiwibit Solar Smart Bird Feeder Mini with Camera, 4K Hdr, AI Identifies 10000+ Species, 1080P Slow Motion, Brown, Easy Setup | 24 | 自发货 24 / WFS 0 | 24 | $2,580 | |
| BW5121G2 | Kiwibit Solar Smart Bird Feeder with Camera, 8MP 4K UHD Video, No Subscription AI Identify 10000+ Species, Long Battery Life, Ideal Gifts | 7 | 自发货 7 / WFS 0 | 7 | $1,670 | |
| BW5111G1 | Kiwibit Smart Bird Feeder with Camera, 4K Ultra HD Video, AI Identify 10000+ Species, Easy Setup&Durable, Ideal Gifts for Bird Lovers, Green | 4 | 自发货 0 / WFS 4 | 4 | $610 | |
| 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 | 3 | 自发货 3 / WFS 0 | 3 | $600 | |
| 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 | $380 | |
| 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 | 3 | 自发货 3 / WFS 0 | 3 | $357 | |
| 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 | $190 | |
| BW5111Y2 | Kiwibit Smart Bird Feeder with Camera, 4K Ultra HD Video, AI Identify 10000+ Species, Easy Setup&Durable, Ideal Gift for Bird Lovers, Autumn Clay | 1 | 自发货 1 / WFS 0 | 1 | $150 |
LISTING HEALTH
Listing健康度与转化基础
内容94.8预警线 90
Offer93.5预警线 90
评分评论57.5预警线 80
价格竞争力92.8预警线 85
配送速度100.0预警线 95
可交易率82.3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
783,942曝光
→1,230CTR 0.16% · CPC $2.65
→39CVR 3.17%
→$5,210ROAS 1.60 · ACOS 62.5%
已连接。数据源：LingXing MCP / Walmart Connect，店铺：Walmart_US。
$3,257广告花费$373零订单活动花费3个可放量活动
SP$2,555 · ROAS 1.61SB$373 · ROAS 1.79SV$329 · ROAS 1.34
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-ALL Competitive-BR/PH-Manual | $594 | 10 | $1,748 | 34.0% |
| SPSP-KF531-大词-bird feeder with camera-EX-Manual | $441 | 4 | $434 | 101.6% |
| SPSP-KF531-AUTO | $375 | 6 | $771 | 48.6% |
| SBSB-brand0709 | $373 | 5 | $667 | 56.0% |
| SPSP-KF531-核心属性-smart/AI-EX-Manual | $325 | 2 | $220 | 147.8% |
| SPSP-KF531-拓词-BR/PH-Manual | $279 | 2 | $340 | 82.0% |
| SVSV-KF531-YTBK | $184 | 2 | $220 | 83.8% |
| SPSP-ALL Competitive-AUTO | $106 | 1 | $190 | 55.9% |
核心大词
| 关键词 / 匹配 | 花费 | 订单 | CVR | ACOS |
|---|---|---|---|---|
| bird feeder with camerabroad · SP-ALL Competitive-BR/PH-Manual | $407 | 7 | 6.5% | 38.1% |
| bird feeder with cameraexact · SP-KF531-大词-bird feeder with camera-EX-Manual | $329 | 4 | 7.0% | 75.9% |
| bird feeder with camerabroad · SP-KF531-拓词-BR/PH-Manual | $248 | 1 | 1.7% | 107.9% |
| smart bird feederexact · SP-KF531-核心属性-smart/AI-EX-Manual | $246 | 2 | 4.8% | 111.9% |
| bird camera feederbroad · SP-ALL Competitive-BR/PH-Manual | $121 | 2 | 6.3% | 26.8% |
| bird feeder camera smart bird feederexact · SP-KF531-核心属性-smart/AI-EX-Manual | $65 | 0 | 0.0% | ∞ |
| smart bird feederbroad · SP-ALL Competitive-BR/PH-Manual | $64 | 1 | 5.3% | 27.8% |
| gift for bird loverbroad · SP-ALL-礼品-Manual | $60 | 0 | 0.0% | ∞ |
CONTINUOUS MONITORING
连续数据策略与风险预警
Listing Quality
81.57Listing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
57.55评分评论57.5分，低于预警线80分。
可交易率
82.35可交易率82.3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。
[转化] 效率回升但流量收缩
Visits -31.6%近3日Visits 128，较前3日-31.6%；Item CVR提升+1.89pp，但订单变化-14.3%。
改进策略：保持当前高转化流量结构，分渠道恢复Visits；放量时每次不超过20%，并观察3日加权CVR是否维持。[广告] 广告整体ACOS
62.5%SP+SB+SV整体ACOS 62.5%，ROAS 1.60，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] 零订单广告浪费
$3737个高花费活动0订单，已消耗$372.71；主要包括SV-KF531-video0709、SP-ALL-礼品-Manual、SP-ALL Competitive-EX-Manual。
改进策略：立即暂停零订单活动或将出价下调30%；把回收预算转向Competitive-BR/PH，每次放量不超过20%。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 $3256.81，ACOS 62.5%。7个活动花费 $372.71 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。