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—2026-08-31 · 不含客户隐私
DAILY TREND
日度销售趋势
FULFILLMENT
履约状态
已发货1513.5%
已送达9282.9%
Cancelled21.8%
待发货21.8%
TRAFFIC × CONVERSION
Visits × CVR 量效趋势
Visits3日加权 Item CVR
11.1%
2708-17
9.4%
6908-18
10.0%
1408-19
10.7%
2008-20
9.4%
9408-22
5.7%
11608-23
4.3%
7208-24
4.1%
3108-26
6.7%
7508-27
9.0%
1608-28
6.7%
5808-30
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 | 43 | 自发货 43 / WFS 0 | 43 | $4,730 | |
| BW5141Y1 | Kiwibit Solar Smart Bird Feeder with Camera Mini, 4K Hdr, AI Identification, Wireless WiFi, Outdoor, Brown, Bird Watching Gifts | 37 | 自发货 24 / WFS 13 | 38 | $4,078 | |
| 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 | 7 | 自发货 0 / WFS 7 | 7 | $1,030 | |
| 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 | |
| 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 | 1 | 自发货 1 / WFS 0 | 1 | $26 |
LISTING HEALTH
Listing健康度与转化基础
内容95.5预警线 90
Offer91.9预警线 90
评分评论60.5预警线 80
价格竞争力84.2预警线 85
配送速度100.0预警线 95
可交易率78.2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
1,040,179曝光
→1,666CTR 0.16% · CPC $2.93
→50CVR 3.00%
→$6,438ROAS 1.32 · ACOS 75.8%
已连接。数据源：LingXing MCP / Walmart Connect，店铺：Walmart_US。
$4,882广告花费$480零订单活动花费1个可放量活动
SP$3,769 · ROAS 1.36SB$697 · ROAS 1.27SV$417 · ROAS 1.06
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 | $774 | 11 | $1,888 | 41.0% |
| SPSP-KF531-AUTO | $753 | 8 | $985 | 76.4% |
| SBSB-brand0709 | $697 | 7 | $887 | 78.6% |
| SPSP-KF531-大词-bird feeder with camera-EX-Manual | $521 | 6 | $651 | 80.1% |
| SPSP-KF531-拓词-BR/PH-Manual | $429 | 5 | $667 | 64.3% |
| SPSP-KF531-核心属性-smart/AI-EX-Manual | $354 | 2 | $220 | 161.1% |
| SVSV-KF531-YTBK | $241 | 2 | $220 | 109.6% |
| SPSP-KF531棕-大词-bird feeder with camera-EX-Manual | $238 | 1 | $110 | 216.3% |
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 | $552 | 8 | 5.5% | 45.7% |
| bird feeder with camerabroad · SP-KF531-拓词-BR/PH-Manual | $393 | 4 | 4.6% | 70.6% |
| bird feeder with cameraexact · SP-KF531-大词-bird feeder with camera-EX-Manual | $392 | 6 | 8.4% | 60.3% |
| smart bird feederexact · SP-KF531-核心属性-smart/AI-EX-Manual | $256 | 2 | 4.5% | 116.3% |
| bird feeder with cameraexact · SP-KF531棕-大词-bird feeder with camera-EX-Manual | $238 | 1 | 5.6% | 216.3% |
| bird camera feederbroad · SP-ALL Competitive-BR/PH-Manual | $144 | 2 | 5.4% | 31.9% |
| bird feeder camera smart bird feederexact · SP-KF531-核心属性-smart/AI-EX-Manual | $73 | 0 | 0.0% | ∞ |
| smart bird feederbroad · SP-ALL Competitive-BR/PH-Manual | $71 | 1 | 4.8% | 31.0% |
CONTINUOUS MONITORING
连续数据策略与风险预警
Listing Quality
82.61Listing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
60.53评分评论60.5分，低于预警线80分。
价格竞争力
84.24价格竞争力84.2分，低于预警线85分。
可交易率
78.15可交易率78.2分，低于预警线95分。
[转化] 效率回升但流量收缩
Visits -32.0%近3日Visits 149，较前3日-32.0%；Item CVR提升+2.60pp，但订单变化+11.1%。
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
75.8%SP+SB+SV整体ACOS 75.8%，ROAS 1.32，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
$4808个高花费活动0订单，已消耗$479.89；主要包括SP-ALL-礼品-Manual、SV-KF531-video0709、SP-KF531棕-大词-smart bird feeder-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%。[广告] 核心大词匹配错配
216% vs 46%bird feeder with camera精准匹配ACOS 216.3%，而广泛匹配仅45.7%。
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 0 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 $4882.48，ACOS 75.8%。8个活动花费 $479.89 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。