Weekly Business Performance Report

Carress Shop — 家具零售 (3 Brands: Carress · The Couch Factory · Akemi Sleep Studio)
📅 上周: 2026.03.09 — 03.15MTD: 03.01 — 03.20
Business Funnel
📢
FB / XHS Ad
→
💬
Messenger
→
📱
Online Inquiry
→
🏬
Showroom Visit
→
💰
Close Sales
📊 Overall Performance
MTD Mar 1–20
Total Sales
RM153,015
Tgt RM410K
37.3%
Total Ad Spend
RM12,500
Tgt RM20.5K
On Pace
Online Inquiry (CPL)
849 (RM13.72)
CPL Tgt RM14.58
🟢
Showroom Visit (Visit Rate)
101 (11.90%)
Tgt 15%
⚠️
Orders (Conv Rate)
47 (46.53%)
Tgt 60%
🔴
AOV
RM3,256
Tgt RM3,500
-7%
ROAS (Ad Spend/Sales%)
12.24 (8.17%)
Tgt ROAS 20 · CPA 5%
🔴
WEEKLY Mar 9–15 (上周)
Total Sales
RM50,619
W1 RM41,313 ↑22.5%
Ad Spend
RM4,509
W1 RM4,031 ↑11.9%
Online Inquiry (CPL)
342 (RM12.30)
W1 241 ↑42% · CPL↓20%
Showroom Visit (Visit Rate)
30 (8.77%)
W1 33 ↓9%
Orders (Conv Rate)
15 (50.00%)
W1 13 ↑15% · Rate↑27%
AOV
RM3,375
W1 RM3,178 ↑6%
ROAS (Ad/Sales%)
11.23 (8.91%)
W1 10.25 ↑10%
🏷️ Brand Breakdown
🛏️ Carress
🛋️ The Couch Factory
😴 Akemi Sleep Studio
MTD Carress
Sales
RM62,441
Tgt RM200K
31%
Inquiry (CPL)
320 (RM15.55)
Tgt 635
CPL↑
Visit (Rate)
38 (11.56%)
低于15%
Orders (Conv)
21 (55.26%)
接近60%
AOV
RM2,973
Tgt 3500 · -15%
ROAS (Ad/Sales%)
11.61 (8.61%)
Tgt 20 · CPA 5%
🔴
WEEKLY Carress W2 (Mar 9–15)
Sales
RM27,179
Ad Spend RM1,945
Inquiry (CPL)
144 (RM12.45)
CPL↓ vs MTD 15.55
Visit (Rate)
16 (11.11%)
vs MTD 11.56%
Orders (Conv)
9 (56.25%)
vs MTD 55.26% →
AOV
RM3,020
vs MTD RM2,973 ↑2%
ROAS (Ad/Sales%)
13.98 (7.15%)
vs MTD 11.61 ↑20%
MTD The Couch Factory
Sales
RM82,326
Tgt RM160K
51.5%
Inquiry (CPL)
281 (RM15.87)
Tgt 508
CPL↑
Visit (Rate)
57 (19.57%)
🟢 超15%
Orders (Conv)
24 (42.11%)
🔴 远低60%
AOV
RM3,430
接近 Tgt 3500
ROAS (Ad/Sales%)
16.92 (5.91%)
Tgt 20 · CPA 5%
⚠️
WEEKLY TCF W2 (Mar 9–15)
Sales
RM23,440
Ad Spend RM1,981
Inquiry (CPL)
104 (RM17.59)
CPL↑ vs MTD 15.87
Visit (Rate)
13 (12.50%)
vs MTD 19.57% ↓
Orders (Conv)
6 (46.15%)
vs MTD 42.11% ↑
AOV
RM3,907
vs MTD RM3,430 ↑14%
ROAS (Ad/Sales%)
11.83 (8.45%)
vs MTD 16.92 ↓30%
MTD Akemi Sleep Studio
Sales
RM8,248
Tgt RM50K
16.5%
Inquiry (CPL)
205 (RM7.69)
Tgt 159
🟢 129%·CPL极低
Visit (Rate)
6 (2.93%)
🔴 严重 vs 15%
Orders (Conv)
2 (33.33%)
🔴 vs 60%
AOV
RM4,124
🟢 超 Tgt 3500
ROAS (Ad/Sales%)
5.23 (19.12%)
Tgt 20 · CPA 5%
🔴 严重
WEEKLY Akemi W2 (Mar 9–15)
Sales
RM0
Ad Spend RM584
Inquiry (CPL)
94 (RM6.21)
CPL极低 vs MTD 7.69
Visit (Rate)
1 (1.06%)
🚨 vs MTD 2.93%
Orders (Conv)
0 (0.00%)
vs MTD 33.33%
AOV
—
MTD RM4,124
ROAS (Ad/Sales%)
0 (∞%)
🚨 花RM584 · 0单
🔻 Lead Funnel 转化漏斗 (MTD Overall)
Overall Funnel + Brand Breakdown
Online Inquiry — 849 Carress 320 (CPL 15.55) · TCF 281 (CPL 15.87) · Akemi 205 (CPL 7.69) ▼ Visit Rate: Overall 11.90% ⚠️ | Carress 11.56% | TCF 19.57% ✅ | Akemi 2.93% 🚨 Showroom Visit — 101 Carress 38 · TCF 57 · Akemi 6 ▼ Conv Rate: Overall 46.53% ⚠️ | Carress 55.26% | TCF 42.11% 🚨 | Akemi 33.33% Close Sales — 47 orders · RM153,015 Carress 21 (RM62,441) · TCF 24 (RM82,326) · Akemi 2 (RM8,248) 📡 Facebook RM147,035 (96%) · XHS RM5,980 (4%) · 👥 Dexon · Juno · Carmen · Mayson · Edwin 🏷 AOV: Overall RM3,256 | Carress RM2,973 | TCF RM3,430 | Akemi RM4,124
WoW Funnel Comparison (真实数据)
📊 Overall
🛏️ Carress
🛋️ TCF
😴 Akemi
MetricW2 (Mar 9–15)W1 (Mar 2–8)WoWMTDMTD Target
SalesRM50,619RM41,313↑22.5%RM153,015RM410,000
Order1513↑15.4%47117
Ad SpendRM4,509RM4,031↑11.9%RM12,500RM20,500
Online Inquiry342241↑41.9%8491,302
CPLRM12.30RM15.48↓20.5% ✅RM13.72RM14.58
Showroom Visit3033↓9.1%101195
Conv Rate50.00%39.39%↑27% ✅46.53%60%
Metric (Carress)W2 (Mar 9–15)MTDMTD Target
SalesRM27,179RM62,441RM200,000
Order92157
Ad SpendRM1,945RM5,379RM10,000
Inquiry144320635
CPLRM12.45RM15.55RM14.58
Visit (Rate)16 (11.11%)38 (11.56%)95 (15%)
Conv Rate56.25%55.26%60%
AOVRM3,020RM2,973RM3,500
ROAS (Ad/Sales%)13.98 (7.15%)11.61 (8.61%)20 (5%)
Metric (TCF)W2 (Mar 9–15)MTDMTD Target
SalesRM23,440RM82,326RM160,000
Order62446
Ad SpendRM1,981RM4,865RM8,000
Inquiry104281508
CPLRM17.59RM15.87RM14.58
Visit (Rate)13 (12.50%)57 (19.57%)76 (15%)
Conv Rate46.15%42.11%60%
AOVRM3,907RM3,430RM3,500
ROAS (Ad/Sales%)11.83 (8.45%)16.92 (5.91%)20 (5%)
Metric (Akemi)W2 (Mar 9–15)MTDMTD Target
SalesRM0RM8,248RM50,000
Order0214
Ad SpendRM584RM1,577RM2,499
Inquiry94205159
CPLRM6.21RM7.69RM14.58
Visit (Rate)1 (1.06%)6 (2.93%)24 (15%)
Conv Rate0.00%33.33%60%
AOV—RM4,124RM3,500
ROAS (Ad/Sales%)0 (∞%)5.23 (19.12%)20 (5%)
🎯 KPI 达标进度 (MTD Mar 1–20)

月度进度：已过 20/31 天 = 64.5%。

📊 Overall
🛏️ Carress
🛋️ TCF
😴 Akemi
KPIActualTarget%Status
Total SalesRM153,015RM410,00037.3%🔴
Orders4711740.2%🔴
Ad SpendRM12,500RM20,50061.0%🟢
Inquiry8491,30265.2%🟢
CPLRM13.72RM14.58—🟢
Visit10119551.8%🔴
Visit Rate11.90%15%—⚠️
Conv Rate46.53%60%—🔴
AOVRM3,256RM3,500—-7%
KPIActualTargetStatus
SalesRM62,441RM200,00031.2%
Orders215736.8%
Ad SpendRM5,379RM10,00053.8%
Inquiry32063550.4%
CPLRM15.55RM14.58偏高
Visit Rate11.56%15%🔴
Conv Rate55.26%60%接近
AOVRM2,973RM3,500-15%
ROAS11.6120🔴
CPA (Ad/Sales%)8.61%5%🔴
KPIActualTargetStatus
SalesRM82,326RM160,00051.5%
Orders244652.2%
Ad SpendRM4,865RM8,00060.8%
Inquiry28150855.3%
CPLRM15.87RM14.58偏高
Visit Rate19.57%15%🟢 超标
Conv Rate42.11%60%🔴 远低
AOVRM3,430RM3,500接近
ROAS16.9220⚠️
CPA (Ad/Sales%)5.91%5%接近
KPIActualTargetStatus
SalesRM8,248RM50,00016.5%
Orders21414.3%
Ad SpendRM1,577RM2,49963.1%
Inquiry205159🟢 129%
CPLRM7.69RM14.58🟢 极低
Visit Rate2.93%15%🔴🔴 严重
Conv Rate33.33%60%🔴
AOVRM4,124RM3,500🟢 +18%
ROAS5.2320🔴🔴
CPA (Ad/Sales%)19.12%5%🔴🔴 3.8×
📈 Monthly Sales Forecast (Overall)

Visit Rate 按 11.90%。Show Up Rate 100% (KPI)。月底 Inquiry 预计 ~1,316。Combined target RM410K。

Forecast A — 当前 ROAS
RM238K
• ROAS: 12.24
• 月底 Ad Spend: ~RM19,375
• RM19,375 × 12.24 = RM237K
Gap RM172K · 需额外 RM14K ad
Forecast B — 近 3 月 Conv Rate
RM259K
1,316 × 11.90% × 100% × 52.83%
= ~83 orders
× RM3,256 = RM259K
Gap RM151K · 需额外 RM9K ad
Forecast C — KPI Conv 60%
RM306K
1,316 × 11.90% × 100% × 60%
= ~94 orders
× RM3,256 = RM306K
Gap RM104K · 需额外 RM6K ad
💰 是否应该调高广告费？
不建议。核心瓶颈是 Visit Rate (11.90%) 和 Conv Rate (46.53%)，不是 leads 不够。

特别是 Akemi：花了 RM584 广告费但上周 0 单 0 到店。在 Visit Rate 提到 15%+ 和 Conv Rate 提到 55%+ 之前，加广告费只会放大浪费。好消息是上周 Conv Rate 从 39.39% 改善到了 50%，趋势向好。
🔍 Problem Diagnosis 问题诊断
🔴 Akemi Visit Rate 2.93% — 上周更低 1.06%，几乎无人到店
Akemi 有 205 leads（超过目标 159），CPL 极低 RM7.69，广告获客效率极好。但只有 6 人到店（上周仅 1 人），Visit Rate 2.93%。上周 W2 花了 RM584 广告费但 0 单 0 销售。这是三品牌中最严重的问题 — ROAS 5.23 vs 目标 20，CPA 19.12% vs 目标 5%。
🔴 TCF Conv Rate 42.11% — 上周 46.15%，到店关单率最弱
TCF 到店率很好（19.57%，超标），但 57 人到店只成交 24 单。上周 W2 也只有 6/13 = 46.15%。33 人空手离开 ≈ 浪费 RM6,700+ 获客成本。
⚠️ Showroom Visit 上周 ↓9% (30 vs 33) — 唯一下降的指标
上周 Inquiry 大涨 42% 但 Visit 反而减少。Visit Rate 从 W1 的 13.69% 降到 W2 的 8.77%。Leads 量上来了但到店引导没跟上，需要加强 follow-up 邀约。
✅ 上周全面改善：Sales ↑22.5%, Orders ↑15%, Conv ↑27%, CPL ↓20%
W2 vs W1 几乎所有指标都在改善。CPL 从 RM15.48 降到 RM12.30，Conv Rate 从 39.39% 涨到 50%，AOV 从 RM3,178 涨到 RM3,375。趋势向好，需要保持。
💡 Optimization Recommendations
1
HIGH
紧急修复 Akemi Visit Rate — 2.93% → 15%
205 leads 只有 6 人到店。Messenger 阶段主动介绍 Showroom 有 Akemi 体验区；发 Akemi 产品实拍视频；提供到店专属赠品（如枕头）；Sales Team 需有 Akemi 专门话术。如果 2 周内无改善，考虑减少 Akemi 广告费并重新评估。
目标: Visit Rate 2.93% → 15% · ROAS 5.23 → 15+
2
HIGH
提升 TCF Conversion Rate — 42.11% → 60%
分析 Follow Up 客户不买原因；到店提供限时优惠或赠品；24 小时内 WhatsApp 跟进未成交客户发专属报价；按 Sales Person 分析 TCF 成交率找 best practice。
目标: TCF Conv 42% → 60% · +10 orders/月
3
MEDIUM
提升整体 Visit Rate — 加强到店邀约
上周 Visit Rate 从 13.69% 跌到 8.77%。Inquiry 涨了但到店没跟上。建议：加快 follow-up 速度（inquiry 后 2 小时内联系）、发 showroom 实拍、预留体验位、提供到店体验礼。
目标: Overall Visit Rate 11.90% → 15%
4
MEDIUM
Carress Upsell — AOV RM2,973 → RM3,500
推 mattress+bedframe 组合套餐、高端系列推荐、配件附加销售。Carress Conv Rate 55.26% 是三品牌最高，关单能力不错，但客单价偏低。
目标: Carress AOV RM2,973 → RM3,500
Generated on 2026-03-21 · Carress Shop Weekly Report (Mar 9–15)
Data: Dashboard (MTD 1–20, W1 2–8, W2 9–15), KPI Indicator (Carress+TCF+Akemi), Lead & Sales Tracker
✅ WoW data from actual Dashboard date switching · 日期选择器方式切换