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—2026-08-17 · 不含客户隐私
DAILY TREND
日度销售趋势
FULFILLMENT
履约状态
待发货712.1%
已发货2339.7%
已送达2848.3%
TRAFFIC × CONVERSION
Visits × CVR 量效趋势
Visits3日加权 Item CVR
10.5%
3808-01
4.2%
12808-02
4.0%
3408-03
3.4%
7408-04
5.3%
508-05
5.8%
4108-06
7.6%
3308-07
4.2%
11708-08
4.2%
8808-09
3.4%
14908-10
4.6%
6908-11
5.2%
3408-12
7.2%
6408-13
7.1%
8408-14
7.8%
5708-15
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 | 24 | 自发货 24 / WFS 0 | 24 | $2,640 | |
| BW5141Y1 | Kiwibit Solar Smart Bird Feeder Mini with Camera, 4K Hdr, AI Identifies 10000+ Species, 1080P Slow Motion, Brown, Easy Setup | 14 | 自发货 14 / WFS 0 | 14 | $1,510 | |
| BW5121G2 | Kiwibit Solar Smart Bird Feeder with Camera, 8MP 4K UHD Video, No Subscription AI Identify 10000+ Species, Long Battery Life, Ideal Gifts | 5 | 自发货 5 / WFS 0 | 5 | $1,210 | |
| BW5111G1 | Kiwibit Smart Bird Feeder with Camera, 4K Ultra HD Video, AI Identify 10000+ Species, Easy Setup&Durable, Ideal Gifts for Bird Lovers, Green | 3 | 自发货 0 / WFS 3 | 3 | $450 | |
| 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 | 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 | 5 | 自发货 5 / WFS 0 | 5 | $300 | |
| 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 | 2 | $238 | |
| 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 | |
| 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 | 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95.2预警线 90
Offer95.4预警线 90
评分评论61.2预警线 80
价格竞争力89.5预警线 85
配送速度100.0预警线 95
可交易率87.5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
601,916曝光
→863CTR 0.14% · CPC $2.66
→25CVR 2.90%
→$3,233ROAS 1.41 · ACOS 71.0%
已连接。数据源：LingXing MCP / Walmart Connect，店铺：Walmart_US。
$2,294广告花费$350零订单活动花费3个可放量活动
SP$1,823 · ROAS 1.41SB$283 · ROAS 1.54SV$188 · ROAS 1.17
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 | $382 | 6 | $1,129 | 33.8% |
| SPSP-KF531-大词-bird feeder with camera-EX-Manual | $323 | 2 | $220 | 146.8% |
| SBSB-brand0709 | $283 | 4 | $437 | 64.8% |
| SPSP-KF531-核心属性-smart/AI-EX-Manual | $265 | 2 | $220 | 120.6% |
| SPSP-KF531-AUTO | $237 | 4 | $557 | 42.5% |
| SPSP-KF531-拓词-BR/PH-Manual | $176 | 1 | $110 | 160.4% |
| SPSP-KF531-核心词-EX-Manual | $105 | 2 | $220 | 47.9% |
| SVSV-KF531-YTBK | $84 | 1 | $110 | 76.0% |
核心大词
| 关键词 / 匹配 | 花费 | 订单 | CVR | ACOS |
|---|---|---|---|---|
| bird feeder with cameraexact · SP-KF531-大词-bird feeder with camera-EX-Manual | $286 | 2 | 4.2% | 129.9% |
| bird feeder with camerabroad · SP-ALL Competitive-BR/PH-Manual | $244 | 4 | 6.0% | 40.0% |
| smart bird feederexact · SP-KF531-核心属性-smart/AI-EX-Manual | $202 | 2 | 5.9% | 91.8% |
| bird feeder with camerabroad · SP-KF531-拓词-BR/PH-Manual | $154 | 0 | 0.0% | ∞ |
| bird camera feederbroad · SP-ALL Competitive-BR/PH-Manual | $95 | 1 | 3.7% | 32.8% |
| gift for bird loverbroad · SP-ALL-礼品-Manual | $60 | 0 | 0.0% | ∞ |
| bird feederexact · SP-KF531-核心词-EX-Manual | $50 | 0 | 0.0% | ∞ |
| bird feeder camera smart bird feederexact · SP-KF531-核心属性-smart/AI-EX-Manual | $49 | 0 | 0.0% | ∞ |
CONTINUOUS MONITORING
连续数据策略与风险预警
Listing Quality
83.59Listing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
61.16评分评论61.2分，低于预警线80分。
可交易率
87.5可交易率87.5分，低于预警线95分。
待履约订单行
77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 -18.7%近3日Visits 205，较前3日-18.7%；Item CVR提升+2.65pp，但订单变化+23.1%。
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
71.0%SP+SB+SV整体ACOS 71.0%，ROAS 1.41，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
$3506个高花费活动0订单，已消耗$350.34；主要包括SP-ALL-礼品-Manual、SV-KF531-video0709、SP-ALL Competitive-AUTO。
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%。[广告] 核心大词匹配错配
130% vs 40%bird feeder with camera精准匹配ACOS 129.9%，而广泛匹配仅40.0%。
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 7 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 $2294.49，ACOS 71.0%。6个活动花费 $350.34 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。