- Benchmark ASINB0FNS5YKL1
- MarketplaceUS
- Category ID3420821011
- Analyzed Products
- Keywordrunning shoes
- Price Range-
- Minimum Net Profit Margin10.00%
- MOQ100
- Est. Purchasing CostNo price data
- Data Date2026-07-24
- Your Budget (for new listing) (CNY)¥500,000.00
Report summary from Keble AI Agent: Listing
这个市场不适合进入，结论很直接：已经是强竞争、低利润、偏价格战的市场，小品牌不该进场。 现在能赚钱的基本不是普通新品牌，而是有旧品牌底盘、能持续上新和投放的老品牌；对你来说，500000 CNY 预算足够做单个 ASIN 的启动，但并不足以把你变成能在这个市场长期赢的玩家。
Recommended Products Features Direction
These products have successfully captured market share and are profitable. Their design and features are suggested for your investment, based on market competition, saturation, and demand.
New Brands
VS
Old Brands
Green indicates better success rate, red indicates poorer success rate. If you are a new brand, focus on the left side; if you are an old brand, focus on the right side.
New Brands
Old Brands
#Budget Requirement
Listing结论很明确：这个市场对你来说可以进入，预算够，但不算轻松；更重要的是，它不是适合小品牌硬冲的市场。 你的5万CNY预算，足以覆盖当前新产品的起步预算约2109.74美元，但这只是前期进货、物流和基础投放，不包含研发、品牌和认证；如果你要做长期竞争，实际资金压力会更高。
Early sourcing + logistics + marketing budget (USD)$2,109.74 - $2,109.74Explains the budgetWith all these investments, who has profitable new releases
How many new listings are released by old brands?84.61%New listing success rate (old brands):36.36%New listing success rate (new brands):0.00%Which old brands have these successful new listings?Potential certificate expensesCPC CertificationSome categories may not originally require certain certificates for entry; however, some products may target specific features (e.g. Bluetooth) or customers (e.g. children), and additional certificates may be required in the target marketplace (e.g. FCC, CPC).
Alternatives- 二手/清仓上一代跑鞋：如果用户只是为了日常走路、轻度运动或孩子上学穿着，可优先考虑上一代型号或二手近新鞋，通常更便宜、尺码更好找，且满足基础功能。
- 儿童通用训练鞋/网布休闲运动鞋：在不追求专业跑步性能时，这类鞋往往比“跑鞋”更容易买到、价格更低，舒适性和透气性也足够应对学校、通勤和玩耍。
- 可调节魔术贴运动鞋：对低龄儿童来说，魔术贴款比系带跑鞋更容易穿脱，也更利于家长快速处理日常出门场景，且常见于更便宜的入门款。
- 室内/体测专用轻便运动鞋：如果使用场景主要是体育课、室内活动或短距离跑跳，可选更轻、更基础的运动鞋，往往不需要为长距离缓震和专业支撑支付溢价。
- 支持脚型宽松的基础休闲鞋：若主要需求是舒适和日常替代，而非跑步训练，宽楦休闲鞋或轻便板鞋常更易找到合脚款，退换风险也可能更低。
Alternative solutions may pose a risk to your investment in certain markets.
#Brands Investment Analysis
Listing这个市场不值得进入，结论很明确：新品牌成功率低、头部品牌几乎包场，而且已经出现明显的价格战和高门槛信号。 以当前样本看，整体可判定为高风险市场；大品牌还能靠资源硬扛，但小商家没有稳定胜率，不建议推进。
证据很直接：市场里可识别的盈利产品占比只有11.32%，新上架产品的盈利比例也只有30.77%，而且不少产品利润率卡在10%附近，已经接近价格战区。 代表性大品牌是 Stelle，49个可识别产品里有6个盈利、43个亏损，盈利新产品只有4个，说明它靠的是长期铺货和持续试错，不是低成本轻松复制；它的成功款 B0FT81652Q，售价约33.72美元，利润率24.2%，最近月利润407.34美元，月销50件，早期投入约4541.07美元，其中广告约1020.83美元，属于“有资源才跑得动”的打法。相反，Amazon Essentials 这类强势品牌样本里两款新鞋都亏损，说明就算是大牌也不是随便进都能赢，但它们仍有资源承受试错成本。市场里还要警惕“伪小商家”信号：像 Stelle 的多款款式都在208、214、213条评论附近，属于明显偏高的评论密度，更像激进投放/强营销竞争，不应当按普通小商家案例看待。
对小商家来说，可参考的真成功案例极少，最接近的是 Stelle 的 B0FT81652Q：白帽新上架、同类细分、24.2%利润率、50件月销、208条评论，但它并不是新品牌成功的低门槛模板，而是建立在旧品牌体系和连续上新能力上的结果。 你如果硬要复制，只能抄它的“白色系、轻量化、儿童运动鞋、Slip-on、细分尺码拆分、定价约33美元”这些表层元素，但不要照搬其依赖品牌积累和广告预算的方式；对于小商家，真正该避免的是高评论堆量、低利润硬冲、以及没有品牌支撑就做同质化鞋款。最后给你一句话：大品牌可以研究 Stelle 的成功款作为进攻模板，小商家不该进场；这个市场现在不是机会，是红海。
Least investment in new productsMost investment in new productsNew products with Highest revenueAmazon Essentials
Recent Monthly Revenue (USD):-(-)B0FNSH8X1JBrand is a new entry in this marketNew ReleaseInsufficient Sales to Meet MOQUnderperformingNot enough sales volume to meet 100 MOQRecent Monthly Revenue (USD):$1,604.00(50pcs/month)B0FNS5YKL1 (4.3/5 (62 Reviews))Brand is a new entry in this marketNew ReleaseInsufficient Sales to Meet MOQUnderperformingNot enough sales volume to meet 100 MOQOld brand with the most profitable new productsStelle
Recent Monthly Revenue (USD):$1,686.00(50pcs/month)B0FT81652Q (4.5/5 (208 Reviews))Brand is an old entry in this marketNew Upgraded Version on Old ASINSufficient Sales to Meet MOQWhite HatThis listing is deemed profitableRecent Monthly Revenue (USD):$1,660.00(50pcs/month)B0FT7WS8JD (4.5/5 (214 Reviews))Brand is an old entry in this marketNew Upgraded Version on Old ASINSufficient Sales to Meet MOQWhite HatThis listing is deemed profitableRecent Monthly Revenue (USD):$1,643.50(50pcs/month)B0FT7VXYN2 (4.5/5 (213 Reviews))Brand is an old entry in this marketNew Upgraded Version on Old ASINSufficient Sales to Meet MOQWhite HatThis listing is deemed profitable#Differentiations
Unique productsCommon productsDifferentiation:- 白色更清爽百搭，适合校服和日常穿搭
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- 一脚蹬+后跟拉片，穿脱方便，家长更容易点击
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- 针织鞋面配轻量跑鞋外观，视觉更轻便，不像常见厚重童鞋
B0FT7VXYN2 (4.5/5 (213 Reviews))Brand is an old entry in this marketNew Upgraded Version on Old ASINSufficient Sales to Meet MOQWhite HatThis listing is deemed profitableSales & BSR
Differentiation:- 亮粉黑白撞色很醒目，缩略图抓眼
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- 婴幼儿跑鞋造型明显，目标人群更明确
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- 品牌认知强，容易提升点击和购买信任
B0DZZGY7BS (4.5/5 (1565 Reviews))Brand is an old entry in this marketOld ReleaseInsufficient Sales to Meet MOQOld ReleaseNot enough sales volume to meet 100 MOQSales & BSR
#Net Profit Margins: All vs New
Listing结论很明确：这个市场不适合进入，属于明显的价格战环境，但还没有达到“品牌大规模涌入”的极端超饱和线。 当前可识别的盈利产品里，绝大多数利润率集中在20%~30%，而且新产品里能稳定盈利的基本都不是普通小卖家，而是有旧款承接、功能/外观微创新、还能承担持续投放的品牌。
证据上看，市场里可识别的盈利产品占比只有11.32%，新上架产品盈利率也只有30.77%；但更关键的是，新产品里18.5%利润率的 B0FNS5YKL1（Amazon Essentials）都被判定为非盈利，说明低于20%的新入场项目已经很难覆盖真实成本。 反过来，真正跑出来的新品主要是 Stelle：B0FT7VXYN2、B0FT81652Q、B0FT7WS8JD、B0FT7VTWMY，利润率集中在24.16%~26.92%，月销都在50件左右，月利润约176~442美元；对应的单个新品启动预算约2109.74美元，但这只覆盖前期采购、物流和基础推广，不含研发、品牌和认证。品牌层面，Stelle 共49个产品里只有6个盈利，成功率12.24%，说明即使是表现最好的品牌，绝大多数SKU也不赚钱；Amazon Essentials 这个新品牌样本只有1个且失败，2025年新品里出现7个不盈利对4个盈利，趋势也是入场越来越难、竞争在变硬。更重要的是，这里没有看到大量“新品牌”涌入，只有1个新品牌，因此不是你说的30~100+新品牌那种彻底超饱和，但已经是低利润、强投放、靠旧款和差异化细节吃饭的市场。
给你的直接判断：大品牌可以进，但要准备高预算和长期投放；小品牌如果没有明显功能/外观差异、没有老款承接、也没有足够投放能力，不建议进。 可参考的成功样本是 Stelle 的 B0FT7VXYN2、B0FT81652Q、B0FT7WS8JD、B0FT7VTWMY；失败样本是 Amazon Essentials 的 B0FNS5YKL1，以及 Stelle 的 B0FT7TJHFS、B0FT7TGMXR、B0FT7TKG5V、B0FT7W57DZ、B0FT7WZZQL、B0FT7TDHP8。
Profitability difficultyHigh Risk Due to Low Success RateAll products distribution on different profit levels
All products profit ratio distribution, including all products. For products with insufficient sales or missing profit ratio data, they will be categorized into other rows. This distribution included products that cannot determine the release date.
x < -10.0%-10.0% <= x < 0.0%0.0% <= x < 10.0%10.0% <= x < 20.0%20.0% <= x < 30.0%30.0% <= x < 40.0%x >= 40.0%otherNew products distribution on different profit levels
This are the profit ratios of all new products. There are products without sufficient sales, no more than 100pcs in 3 months, or no profit ratio data, or just released. Those will be considered as 'other'
x < -10.0%-10.0% <= x < 0.0%0.0% <= x < 10.0%10.0% <= x < 20.0%20.0% <= x < 30.0%30.0% <= x < 40.0%x >= 40.0%other#Top Products by Net Profit Margin
Top 20 Profitable Products
Most profitable products ranked by profit value. Only includes products with positive profitability and active sales, regardless of release date.
B0DZZQWYHGNike2025-03-10Yes$38.650pcs$1930.033.11%$639.03
B0BL6T7SCRRUNSIDE2023-03-01Yes$25.63100pcs$2563.024.15%$618.97
B0F118Q9Y7Nike2025-03-10Yes$36.8650pcs$1843.030.98%$570.97B0FT7VXYN2Stelle2025-09-30Yes$32.8750pcs$1643.526.92%$442.44B0FT7WS8JDStelle2025-09-30Yes$33.250pcs$1660.026.51%$440.07
B0CG869ZP5RUNSIDE2023-08-22Yes$24.53100pcs$2453.017.18%$421.43B0FT81652QStelle2025-09-30Yes$33.7250pcs$1686.024.16%$407.34B0BL71W1X1RUNSIDE2023-03-01Yes$25.5450pcs$1277.016.99%$216.97
B0F8HG3HY9Stelle2025-05-13Yes$22.5850pcs$1129.015.84%$178.84B0CG84HRCHRUNSIDE2023-08-22Yes$24.6350pcs$1231.514.5%$178.57B0FT7VTWMYStelle2025-09-30Yes$22.8750pcs$1143.515.39%$175.99
B0F8HQS27LStelle2025-05-13Yes$22.4350pcs$1121.514.77%$165.65Top 20 Profitable New Products
Most profitable new products ranked by profit value. Only includes newly released products with positive profitability and active sales.
B0FT7VXYN2Stelle2025-09-30Yes$32.8750pcs$1643.526.92%$442.44B0FT7WS8JDStelle2025-09-30Yes$33.250pcs$1660.026.51%$440.07B0FT81652QStelle2025-09-30Yes$33.7250pcs$1686.024.16%$407.34B0FT7VTWMYStelle2025-09-30Yes$22.8750pcs$1143.515.39%$175.99#New Product Success Rates
Listing结论很明确：这个市场不适合现在进入，尤其不适合小品牌；老品牌主导，新品牌几乎没有真正的成功空间。 你手头预算 500000 CNY 当然足够覆盖单个 ASIN 的早期启动，但这并不能改变市场本身的结果：新上架产品整体盈利率只有 11.32%，而新品中只有 30.77% 能赚钱，说明竞争已经很硬，且利润空间并不宽松。
New products success rate.
What is the ratio of profitable products
Profitable (Unidentifiable released date)Profitable (Old product)Profitable (New product)Profitable (New product on old listing)New products but non profitableProfitable new products divide by brands
What is the ratio of different brands owning all profitable new products
StelleNonprofitable new products divide by brands
What is the ratio of different brands owning all nonprofitable new products
StelleBNVAmazon Essentials#Success Rate by Entry Time
Listing这个市场不适合进入，已经进入高风险甚至接近价格战区。 新品牌层面没有形成可复制的成功，最近样本里新品牌成功率只有30.77%，但真正可参考的成功几乎全部来自 Stelle 这种成熟品牌的旧链接改款，而新品牌 Amazon Essentials 的新上架产品 2 个全失败，说明对新进入者非常不友好。
How many products released each year
Y-axis is product counts. X-axis is time period. For each time period, there are 2 column, each column is a released type of a product. Columns are in following orders: New product, New product on old listing
How many products released each month
Y-axis is product counts. X-axis is time period. For each time period, there are 2 column, each column is a released type of a product. Columns are in following orders: New product, New product on old listing
#Net Profit Margins by Entry Time
Different profit ratios of products released in year
Header is the profit ratios and first column is different time period. Each cells includes how many products are relased at the specific timerange and has a corresponding profit ratios. Only profitable and with active sales (more than 100 pcs in 3 months) will be considered. Any products without sufficient sold units in 3 months will be marked as 'other'.
Time/Profit% x < -10.0% -10.0% <= x < 0.0% 0.0% <= x < 10.0% 10.0% <= x < 20.0% 20.0% <= x < 30.0% 30.0% <= x < 40.0% x >= 40.0% other 2022 0 0 0 0 0 0 0 0 2023 0 0 0 0 0 0 0 0 2024 0 0 0 0 0 0 0 0 2025 0 0 0 1 3 0 0 7 2026 0 0 0 0 0 0 0 2 ≥ 10% Profitable< 10% UnprofitableUnidentifiableDifferent profit ratios of products released in month
Header is the profit ratios and first column is different time period. Each cells includes how many products are relased at the specific timerange and has a corresponding profit ratios. Only profitable and with active sales (more than 100 pcs in 3 months) will be considered. Any products without sufficient sold units in 3 months will be marked as 'other'.
Time/Profit% x < -10.0% -10.0% <= x < 0.0% 0.0% <= x < 10.0% 10.0% <= x < 20.0% 20.0% <= x < 30.0% 30.0% <= x < 40.0% x >= 40.0% other 2025/7 0 0 0 0 0 0 0 0 2025/8 0 0 0 0 0 0 0 1 2025/9 0 0 0 1 3 0 0 6 2025/10 0 0 0 0 0 0 0 0 2025/11 0 0 0 0 0 0 0 0 2025/12 0 0 0 0 0 0 0 0 2026/1 0 0 0 0 0 0 0 0 2026/2 0 0 0 0 0 0 0 0 2026/3 0 0 0 0 0 0 0 0 2026/4 0 0 0 0 0 0 0 2 2026/5 0 0 0 0 0 0 0 0 2026/6 0 0 0 0 0 0 0 0 ≥ 10% Profitable< 10% UnprofitableUnidentifiable#Case Study
Success CasesStelle Girls Tennis Shoes Slip-on Kids Sneakers Lightweight Running Shoe Boys Walking Athletic Flats for Little/Big Kids(White, 13ML)
This listing is deemed profitablePrice (USD)$22.87Released TypeNew Upgraded Version on Old ASIN (2025-09-30)Brand is an old entry in this marketSize and Weight26.8 x 16.9 x 10.2 cm, 608.00gProfitable Factors
Based on old ASINDistinct functions and featuresLow pricing strategyDesign & Appearance
白色款更百搭，适合校服、运动和日常穿搭, 针织网面鞋身+一脚蹬后跟设计，外观更偏轻便休闲跑鞋Key Buying Motive
透气针织鞋面、加固鞋头与脚踝支撑、一脚蹬易穿脱、轻量防滑大底Target Customers
面向需要孩子能自己快速穿脱、同时兼顾通学与轻运动场景的家长Early Investment
Investment
Monthly Revenue (Recent) (USD)$1,143.5050 sold in the past 30 days · as of 2026年7月Net Profit Margin
Sea Freight10.31% / 15.39%Peak / Non PeakRail Freight- / -Peak / Non PeakAir Freight-6.08% / -0.99%Peak / Non PeakSales & BSR Performance
Stelle Girls Tennis Shoes Slip-on Kids Sneakers Lightweight Running Shoe Boys Walking Athletic Flats for Little/Big Kids(White, 1ML)
This listing is deemed profitablePrice (USD)$32.87Released TypeNew Upgraded Version on Old ASIN (2025-09-30)Brand is an old entry in this marketSize and Weight26.8 x 16.4 x 10.0 cm, 662.00gProfitable Factors
Based on old ASINDistinct functions and featuresUnique appearance designDesign & Appearance
白色款更容易搭配校服和日常穿搭，视觉更清爽, 针织鞋面+一体式轻量跑鞋外观，偏儿童运动休闲风，区别于常见厚底笨重款Key Buying Motive
易穿脱后跟设计、加固鞋头与踝部支撑、轻量防滑鞋底，兼顾独立穿鞋与日常运动保护Target Customers
面向需要轻便、易穿脱、适合上学/体育/旅行的低龄儿童家长Early Investment
Investment
Monthly Revenue (Recent) (USD)$1,643.5050 sold in the past 30 days · as of 2026年7月Net Profit Margin
Sea Freight23.63% / 26.92%Peak / Non PeakRail Freight- / -Peak / Non PeakAir Freight12.78% / 16.08%Peak / Non PeakSales & BSR Performance
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