141-Xumplo北美-CA 月度经营分析（加拿大）

数据范围：2026-04-01 至 2026-04-30，生成时间：2026-06-30 16:35:22

销售额CAD 19,559.62销售汇总接口，订单金额口径
销量 / 订单708 / 692客单价 CAD 28.27
后半月增长-6.3%按前14天日均 vs 后15天日均
毛利率30.2%利润接口 CNY 口径，毛利 CNY 36,461.10

📌 老板摘要

结论：6月销售增长成立，但还不是可以盲目放量的健康增长。 店铺销售额环比 -45.5%、同比 -42.8%， 说明需求和运营承接都在提升；但退款率 12.8%、不可售退货占比 27.9%、 广告销售占比 21.6%，说明利润质量、产品体验和自然承接仍有明显风险。

✅ 销售增长成立

销售额 CAD 19,559.62，销量 708 件，订单 692 单。下月可以继续承接夏季童装/泳装需求，但必须筛选低退货、高利润SKU。

🚨 最大风险：退货吞利润

退款率 12.8%，退款销售损失 CNY 18,516.92，不可售退货 34 件。服装类优先排查尺码、版型、图片预期和质量。

📣 广告依赖偏高

广告销售 CAD 4,218.97，占总销售 21.6%。ACOS 14.7% 不差，但要把高转化词沉淀到Listing，降低纯广告依赖。

📦 库存结构错配

FBA可售 6,960 件，在途 1,198 件；同时存在断货风险 20 个、滞销风险 20 个。采购要按尺码、利润和退货率补货。

🚩 本月重点问题

重点对象证据下月动作
🔥 放量机会Girls' Pants & Top Sets当前小类销售 CAD 5,437.36 / 179 件优先挑低退货、高毛利、库存健康的SKU加预算和保库存。
🚨 退货止血B0C86GSPZN退货 19，退货率 24.4%退货Top父ASIN先复盘尺码表、主图真实度、面料描述和买家预期。
📏 尺码问题ca-red brown Tuxedo 59MSKU退货率 90.0%，原因 ui_too_small明确出现too small/尺码信号的款，先修页面再继续放量。
🧹 清仓/控货20 个有库存无销量SKUFBA可售 6,960，在途 1,198过季款、月销0款进入清仓池，采购只补高利润低退货核心尺码。

同比环比预警

最早可取销售数据未确认该店铺当前接口可回溯到的第一条销售记录
销售额环比-45.5%对比 2026-05，销售额 CAD 35,896.37
销售额同比-42.8%对比 2025-06，销售额 CAD 34,209.54
客单价变化环比 +8.2%同比 +1.8%，用于判断是否靠降价换量

本月销售额环比 -45.5%，销量环比 -49.7%，订单环比 -49.6%，说明6月相对5月有明显放量；但客单价环比 +8.2%，放量过程中价格或折扣结构需要继续盯住。同比来看，销售额 -42.8%、销量 -43.1%、订单 -43.8%，客单价 +1.8%，说明不是单纯靠降价换量。

指标本期 2026-06上月 2026-05环比去年同月 2025-06同比
销售额CAD 19,559.62CAD 35,896.37-45.5%CAD 34,209.54-42.8%
销量7081,408-49.7%1,244-43.1%
订单6921,374-49.6%1,232-43.8%
客单价CAD 28.27CAD 26.13+8.2%CAD 27.77+1.8%

销售趋势

2026-04-01
CAD 1,488.92
2026-04-02
CAD 1,030.18
2026-04-03
CAD 979.43
2026-04-04
CAD 601.26
2026-04-05
CAD 532.04
2026-04-06
CAD 674.76
2026-04-07
CAD 453.84
2026-04-08
CAD 865.88
2026-04-09
CAD 481.82
2026-04-10
CAD 416.44
2026-04-11
CAD 406.85
2026-04-12
CAD 924.69
2026-04-13
CAD 422.25
2026-04-14
CAD 483.03
2026-04-15
CAD 440.85
2026-04-16
CAD 367.47
2026-04-17
CAD 451.84
2026-04-18
CAD 688.96
2026-04-19
CAD 803.28
2026-04-20
CAD 621.99
2026-04-21
CAD 937.26
2026-04-22
CAD 509.22
2026-04-23
CAD 365.87
2026-04-24
CAD 575.39
2026-04-25
CAD 367.07
2026-04-26
CAD 838.91
2026-04-27
CAD 880.05
2026-04-28
CAD 577.00
2026-04-29
CAD 659.76
2026-04-30
CAD 713.31

经营判断

销售在后半月明显抬升，但6月23-25为会员日流量窗口，不能直接把增长全部归因为自然需求。剔除会员日后，后半月日均仍比前14天高 -12.2%；结合真实小类排名，夏季套装、泳装相关小类具备承接空间。
日均销售 CAD 651.99 Top SKU数 15 销售行数 636 会员日销售 CAD 0.00 / 0件

小类排名验证

这一块使用 Listing 接口的真实 `small_rank`，不再依赖 SKU 名称判断品类。SKU 命名可能不规范，所以品类结论优先看 Amazon 小类和排名。

按真实小类汇总销售

Amazon小类销售额销量SKU数
Girls' Pants & Top SetsCAD 5,437.3617953
Baby Girls' Pants & Top SetsCAD 2,878.0210821
Baby Boys Shorts & Top SetsCAD 1,988.188216
Boys' One-Piece SwimsuitCAD 1,806.916411
Girls' Fashion HoodiesCAD 1,446.00507
Baby Girls' One-Piece RompersCAD 951.12387
Boys' Shorts & Top SetsCAD 796.473311
Baby Boys' SuitsCAD 773.27233
Baby Boys' Pants & Top SetsCAD 582.00208
Girls' Shorts & Top SetsCAD 397.86146
Boys' Rash GuardsCAD 391.86146
Baby Girls' Special Occasion DressesCAD 390.25156

Top销售SKU的小类排名

图片SKUASIN销售额销量小类小类排名大类排名
CA-bigg heart outfits-W/G-8tCA-bigg heart outfits-W/G-8tB0FC2M9PTRCAD 548.8416Girls' Pants & Top Sets1356,970
U7-BLA5-FOXJU7-BLA5-FOXJB0BW7HF67PCAD 442.4317Baby Girls' Pants & Top Sets2822,977
CA-Boys Dinosaur Swim7-8YCA-Boys Dinosaur Swim7-8YB0C86FQ2MPCAD 371.8713Boys' One-Piece Swimsuit317,446
CA-girl short flower yellow-7yCA-girl short flower yellow-7yB0F83KV4SWCAD 355.8812Girls' Pants & Top Sets523,135
ca-red brown Tuxedo 59ca-red brown Tuxedo 59B0CB3ZPGKTCAD 349.9010Baby Boys' Suits22179,861
CA-cat hoodie 7-8tCA-cat hoodie 7-8tB0CGNNDJBNCAD 329.8911Girls' Fashion Hoodies1951,795
ca-black grey Tuxedo 73ca-black grey Tuxedo 73B0CB3YDBMHCAD 328.9010Baby Boys' Suits19149,287
CA-girl-short sleeve stripe7-8YCA-girl-short sleeve stripe7-8YB0C9LLSX1GCAD 323.8911Girls' Pants & Top Sets523,135
LK-HUXD-IQUDLK-HUXD-IQUDB0BW7HXF1XCAD 317.2812Baby Girls' Pants & Top Sets3024,081
CA-Boys Dinosaur Swim4-5YCA-Boys Dinosaur Swim4-5YB0C869CDSHCAD 311.4411Boys' One-Piece Swimsuit317,446
CA-Boys Shark Swim7-8YCA-Boys Shark Swim7-8YB0C86G5P2XCAD 307.8911Boys' One-Piece Swimsuit317,446
CA-girl short flower yellow-6yCA-girl short flower yellow-6yB0F83HNNRNCAD 291.9010Girls' Pants & Top Sets523,135
CA-bboy stripe dino jean sets-18mCA-bboy stripe dino jean sets-18mB0FC2JDBZTCAD 286.9010Baby Boys Shorts & Top Sets5554,059
CA-cat hoodie 9-10tCA-cat hoodie 9-10tB0CGNQ71JQCAD 286.4010Girls' Fashion Hoodies1947,947
CA-Boys Dinosaur Swim5-6YCA-Boys Dinosaur Swim5-6YB0C86GLPFHCAD 281.9010Boys' One-Piece Swimsuit317,446

销售Top SKU

图片SKUASIN销售额销量订单产品
CA-bigg heart outfits-W/G-8tCA-bigg heart outfits-W/G-8tB0FC2M9PTRCAD 548.841616Xumplo Girls Outfits Tweens Short Sleeve Heart Shirts and Jogger Pants Set Kids 2Pcs Casua
U7-BLA5-FOXJU7-BLA5-FOXJB0BW7HF67PCAD 442.431717Xumplo Baby Girl Clothes Infant Rib Frill Outfits Long Sleeve Newborn Lace Romper Flared L
CA-Boys Dinosaur Swim7-8YCA-Boys Dinosaur Swim7-8YB0C86FQ2MPCAD 371.871313Xumplo Boys One Piece Swimsuit Kids UPF 50+ Protection Beach Swimwear Short Sleeve Round N
CA-girl short flower yellow-7yCA-girl short flower yellow-7yB0F83KV4SWCAD 355.881212Xumplo Girls Clothes Toddler Outfits Kids Clothing Set Puffy Short Sleeve Top Square Neck
ca-red brown Tuxedo 59ca-red brown Tuxedo 59B0CB3ZPGKTCAD 349.901010Xumplo Baby Boys Suit Gentleman Outfits Infant Formal Tuxedo Long Sleeve with Bowtie Suits
CA-cat hoodie 7-8tCA-cat hoodie 7-8tB0CGNNDJBNCAD 329.891111Xumplo Girls Hoodies Kids Sweatshirt Long Sleeve Pullover Toddler Hooded Top 3D Cat Printe
ca-black grey Tuxedo 73ca-black grey Tuxedo 73B0CB3YDBMHCAD 328.901010Xumplo Baby Boys Suit Gentleman Outfits Infant Formal Tuxedo Long Sleeve with Bowtie Suits
CA-girl-short sleeve stripe7-8YCA-girl-short sleeve stripe7-8YB0C9LLSX1GCAD 323.891111Girls Clothes Set Toddler Girl Outfits Kids Clothing Sets Short Sleeve Top + Bow Striped P
LK-HUXD-IQUDLK-HUXD-IQUDB0BW7HXF1XCAD 317.281211Xumplo Baby Girl Clothes Infant Rib Frill Outfits Long Sleeve Newborn Lace Romper Flared L
CA-Boys Dinosaur Swim4-5YCA-Boys Dinosaur Swim4-5YB0C869CDSHCAD 311.441111Xumplo Boys One Piece Swimsuit Kids UPF 50+ Protection Beach Swimwear Short Sleeve Round N
CA-Boys Shark Swim7-8YCA-Boys Shark Swim7-8YB0C86G5P2XCAD 307.891111Xumplo Boys One Piece Swimsuit Kids UPF 50+ Protection Beach Swimwear Short Sleeve Shark R
CA-girl short flower yellow-6yCA-girl short flower yellow-6yB0F83HNNRNCAD 291.90109Xumplo Girls Clothes Toddler Outfits Kids Clothing Set Puffy Short Sleeve Top Square Neck
广告花费CAD 619.21广告费率 3.2%
广告销售CAD 4,218.97占总销售 21.6%
ACOS / ROAS14.7% / 6.81整体效率健康
点击效率0.6%CPC CAD 0.35，点击 1,778

利润和费用压力

利润销售额CNY 139,700.84利润接口结算口径
退款率12.8%退款 135，需要按ASIN拆因
FBA配送费CNY 34,293.52服装轻小件也要盯包装与尺码成本
平台费 + 仓储费CNY 27,169.42平台费 CNY 22,392.30

最大风险是退款率偏高，不是广告失控。退款会同时吞销售额、配送费、退货处理费和库存健康度，必须拆到 ASIN/尺码/颜色。

服装退货分析

退款量 / 退款率135 / 12.8%超过10%为严重预警，需要拆ASIN
FBA退货122可售 88，不可售 34
不可售退货占比27.9%高占比通常指向质量、包装、尺码或买家预期问题
退款损失CNY 18,516.92退款相关返费 CNY 5,495.20
判断：这家店的退款率为 12.8%，已经不是普通波动。FBA退货 122 件，其中不可售 34 件，不可售占比 27.9%。对服装来说，如果不可售退货偏高，优先怀疑尺码不准、面料/做工预期差、颜色/图片不一致、包装运输损伤。
处理顺序：先锁定退款量最高的ASIN和尺码，再看差评、QA、买家退货原因。不是所有高退款都该下架：高销量但退款高的款先修页面和尺码，高退款且低销量的款直接降权清仓或停止补货。
问题类型识别信号责任部门动作
尺码不准同一父体多个尺码集中退货，评论出现 too small / too large产品+运营重做尺码表，标题/五点/图片加入尺码建议，必要时调整变体尺码命名
图片预期差退货原因偏描述不符，颜色/版型评论集中美工+运营替换主图和场景图，补充实拍、细节图、面料纹理图
质量/做工不可售退货 34 件，占FBA退货 27.9%开发+采购抽查退货实物和供应商批次，暂停问题批次补货
季节款错配父亲节、圣诞等时效款过季后退货或滞销运营+采购季节结束前降价清仓，下一季按周销量滚动补货
利润吞噬退款损失 CNY 18,516.92，退货处理相关费用 CNY 3,354.17财务+运营把退款损失纳入SKU利润表，低毛利高退货款停止放量

父ASIN退货排行

来自领星退货分析接口，父ASIN维度共 44 条。退货原因如果显示“未同步原因”，表示接口该条没有返回原因分类，需要结合差评、QA和尺码集中度判断。

图片ASIN产品/SPU退货量销量退货率退货原因动作
B0C86GSPZNB0C86GSPZNboys6093197824.4%未同步原因优先复盘
B0CB43JCYNB0CB43JCYNboys6021132356.5%未同步原因优先复盘
B0C9LJZ2ZCB0C9LJZ2ZCgirls12211310712.1%未同步原因优先复盘
B09TSZT5H7B09TSZT5H7girls106697128.6%未同步原因优先复盘
B0BW7HXF1XB0BW7HXF1X98410.7%未同步原因优先复盘
B0GKDLCLR1B0GKDLCLR17977.8%未同步原因优先复盘
B0GFCQPN1RB0GFCQPN1Rgirls2105-254810.4%未同步原因优先复盘
B0GHXJYXW7B0GHXJYXW7boys656741400.0%未同步原因优先复盘
B0BW914DFVB0BW914DFV42200.0%未同步原因优先复盘
B0GKDT7LP8B0GKDT7LP8boys656541822.2%未同步原因优先复盘
B0DSKWXHW5B0DSKWXHW5boys643442317.4%未同步原因优先复盘
B0CBJK513TB0CBJK513Tboys612642516.0%未同步原因优先复盘
B0CGNNJ8R7B0CGNNJ8R7girls12894508.0%未同步原因观察
B0GWDG5XFDB0GWDG5XFD31816.7%未同步原因优先复盘
B0CB3YH112B0CB3YH112girls11213348.8%未同步原因观察

MSKU / 尺码退货排行

MSKU维度更适合服装尺码问题排查。出现“太小/太大”的尺码，应优先检查尺码表、模特尺码建议和变体命名。

图片MSKUASIN产品/SPU退货量销量退货率退货原因
ca-red brown Tuxedo 59ca-red brown Tuxedo 59B0CB3ZPGKTboys602291090.0%ui_too_small
CA-Boys Dinosaur Swim5-6YCA-Boys Dinosaur Swim5-6YB0C86GLPFHboys609451050.0%ui_too_small
w-baby easter 80w-baby easter 80B09TSK7LX1girls1066500.0%ui_too_large
CA-Boys Dinosaur Swim7-8YCA-Boys Dinosaur Swim7-8YB0C86FQ2MPboys609441330.8%ui_too_small
N5-GTE6-NCK1N5-GTE6-NCK1B0BW7J4ZXFgirls11203475.0%ui_performance_or_quality_not_adequate
CA-long sleeve brown set6-7YCA-long sleeve brown set6-7YB0CF1M538Zgirls12753650.0%ui_too_small
w-baby easter 70w-baby easter 70B09TSHK16Jgirls10663742.9%ui_too_small
ZV-EI9R-MSGCZV-EI9R-MSGCB0BW7J12LXgirls11203742.9%ui_product_condition_not_as_expected
ca-black grey Tuxedo 73ca-black grey Tuxedo 73B0CB3YDBMHboys602131030.0%ui_too_small
CA-Bbg easter sus dress 12-18MCA-Bbg easter sus dress 12-18MB0GKDQPJXQgirls2425300.0%ui_too_small
CA-Bbg easter sus dress 18-24MCA-Bbg easter sus dress 18-24MB0GKF24GFFgirls242521200.0%ui_performance_or_quality_not_adequate
CA-Bboydinosaur outfits-2-3TCA-Bboydinosaur outfits-2-3TB0BDFKHGSWboys608122100.0%ui_too_small
CA-Boys Dinosaur Swim9-10YCA-Boys Dinosaur Swim9-10YB0C86FSFM1boys609422100.0%ui_too_small
ca-toddlerb-white shorts suit1-2tca-toddlerb-white shorts suit1-2tB0DSKZ8R16boys643422100.0%ui_too_large
CA-girl-short sleeve stripe4-5YCA-girl-short sleeve stripe4-5YB0C9LJYTBKgirls12212450.0%ui_too_large
CA-Boy dino easter outfit-6TCA-Boy dino easter outfit-6TB0GKDYHK9Yboys65652450.0%ui_too_small
CA-bigg heart outfits-W/G-12tCA-bigg heart outfits-W/G-12tB0FC2LT1ZZgirls21052540.0%ui_too_small
CA-girl short flower yellow-5yCA-girl short flower yellow-5yB0F83LKQ8Lgirls1221-22728.6%ui_performance_or_quality_not_adequate
CA-girl short flower yellow-6yCA-girl short flower yellow-6yB0F83HNNRNgirls1221-221020.0%ui_performance_or_quality_not_adequate
CA-cat hoodie 9-10tCA-cat hoodie 9-10tB0CGNQ71JQgirls128921020.0%ui_too_small

退货原因汇总

退货原因退货量
未同步原因122

库存风险

FBA可售6,960SKU 1,278
预留库存216需关注转可售速度
在途/入仓1,198配合补货节奏
风险SKU20 / 20断货 / 滞销样本

断货风险

图片SKUASIN可售在途近月销量动作
ca-red brown Tuxedo 59ca-red brown Tuxedo 59B0CB3ZPGKT0010立即核补 / 防断货
CA-Girl by easter outfit-6TCA-Girl by easter outfit-6TB0GKF1W8FY003立即核补 / 防断货
CA-Toddler butterfly dress-90CA-Toddler butterfly dress-90B0BDWRNWBN001立即核补 / 防断货
CA-Pink floral hoodie 110CA-Pink floral hoodie 110B0CB3XVHDL001立即核补 / 防断货
CA-Pink floral hoodie 100CA-Pink floral hoodie 100B0CB42ZLV1006立即核补 / 防断货
CA-Newborn rainbow letter 80CA-Newborn rainbow letter 80B0CB3Z993X001立即核补 / 防断货
CA-Toddler butterfly dress-80CA-Toddler butterfly dress-80B0BDWT2MHY003立即核补 / 防断货
CA-Bbg easter sus dress 18-24MCA-Bbg easter sus dress 18-24MB0GKF24GFF001立即核补 / 防断货
CA-Boy dino easter outfit-4TCA-Boy dino easter outfit-4TB0GKDT7LP8009立即核补 / 防断货
ca-toddlerb-white shorts suit7-8tca-toddlerb-white shorts suit7-8tB0DSKWXHW5006立即核补 / 防断货
ca-toddlerb-white shorts suit2-3tca-toddlerb-white shorts suit2-3tB0DSKXH4S90010立即核补 / 防断货
ca-Toddlerb-grey pants suit1-2tca-Toddlerb-grey pants suit1-2tB0DSKRNST1004立即核补 / 防断货

滞销风险

图片SKUASIN可售近月销量预估可售天数动作
Xmas-girl outfits110 redXmas-girl outfits110 redB09HKL4V1S311930暂停补货 / 清仓测试
CA-girl-sleeveless stripe5-6YCA-girl-sleeveless stripe5-6YB0C9LP34DC241720暂停补货 / 清仓测试
CA-Girls swimsuit Mermaid110CA-Girls swimsuit Mermaid110B09VC733M2181540暂停补货 / 清仓测试
CA-Baby Boy Black Set 18-24MCA-Baby Boy Black Set 18-24MB0CBJJPVYN171510暂停补货 / 清仓测试
CA-bigg bike shorts set-Black-11TCA-bigg bike shorts set-Black-11TB0GQZ5HPDZ171510暂停补货 / 清仓测试
CA-Boys Dinosaur Swim light9-10YCA-Boys Dinosaur Swim light9-10YB0GTQ64QW1171510暂停补货 / 清仓测试
CA-girl-sleeveless stripe11-12YCA-girl-sleeveless stripe11-12YB0C9LJNCBK161480暂停补货 / 清仓测试
CA-Bigb-hawaiian shorts set green-12TCA-Bigb-hawaiian shorts set green-12TB0GFST5Q4H161480暂停补货 / 清仓测试
CA-Bigg polo ruffled pants set B-12TCA-Bigg polo ruffled pants set B-12TB0GQGM1Y5F161480暂停补货 / 清仓测试
CA-bigg bike shorts set-Black-9TCA-bigg bike shorts set-Black-9TB0GQZ1K5ZH161480暂停补货 / 清仓测试

有库存但近月无销量

图片SKUASIN可售产品动作
CA-girls-Cheerleader4-6YCA-girls-Cheerleader4-6YB0C3KWRP3157girls1215_4-6T检查Listing或转入清仓
CA-girls-Cheerleader10-12YCA-girls-Cheerleader10-12YB0C3L6X4V853girls1215_10-12T检查Listing或转入清仓
Boy-st-Christmas red 120Boy-st-Christmas red 120B09H23W52144boys6053_4-5T检查Listing或转入清仓
Boy-st-Christmas red 110Boy-st-Christmas red 110B09H2JLG9T27boys6053_3-4T检查Listing或转入清仓
CA-ugly sweatshirt-140CA-ugly sweatshirt-140B0B87L8M4C27boys6156_8-9T检查Listing或转入清仓
CA-Baby Boy Blue Set 2-3TCA-Baby Boy Blue Set 2-3TB0C7Z7K6D425boys6127_2-3T检查Listing或转入清仓
Toddlerbg-reindeer red sweater100Toddlerbg-reindeer red sweater100B0D8PV83ZL25girls1320_100CM检查Listing或转入清仓
CA-Girls swimsuit Mermaid151CA-Girls swimsuit Mermaid151B0BW914DFV25YY189_10-12T检查Listing或转入清仓
Toddlerbg-reindeer red sweater110Toddlerbg-reindeer red sweater110B0D8PND86624girls1320_110CM检查Listing或转入清仓
ca-first Xmax 80ca-first Xmax 80B09HSKMM4V24girls1049_6-12M检查Listing或转入清仓

部门行动清单

部门发现的问题建议动作
🧭 运营后半月日均提升-6.3%；剔除6月23-25会员日后仍提升-12.2%，但不能单纯归因为自然需求。用小类排名和非活动日销量共同判断品类趋势，重点承接高排名、高销量款。
📣 广告ACOS 14.7%，ROAS 6.81，广告效率健康，但广告销售占比 21.6% 偏高。不是先降预算，而是把高转化词沉淀到精准广告和Listing文案，降低对广告单的依赖。
🎨 产品/美工退款率 12.8%，已经超过服装店铺的警戒线；不可售退货占FBA退货 27.9%。按ASIN拆退款原因，优先修尺码表、主图真实度、面料描述、颜色差异和买家预期。
📦 采购可售库存 6,960 件，但断货风险和滞销风险同时存在。补货只补近14天仍在增长的尺码，滞销尺码停止补货，别让夏季品类尾货滚到淡季。
💰 财务毛利率 30.2%，广告费率不高，但FBA配送费、平台费、退款共同压利润。把利润表按ASIN拆到毛利、退款、FBA费三列，低利润爆款要做价格或重量/包装复盘。