LGECH D2C Daily Report

업데이트: 2026-07-28

Channel × Product Performance · Period 07/01 - 07/27 · Unit: K USD · Rate: ¥6.8/USD · Net GMV = GMV - Cancel

Today Net GMV당일 Net GMV (2026-07-27 당일)22.2 K USD

MTD Net GMV월 누계 Net GMV (07/01 - 07/27)464.0 K USD

Net GMV Target AchievementGMV 목표 달성률78.9%464.0 / 588 K USD

平台别 Net GMV vs Target플랫폼별 Net GMV vs 목표Unit: K USD / 단위: K USD

Net GMVTarget

产品别 Net GMV / 前月同期제품별 Net GMV / 전월 동기

MTD前月同期(전월 동기)

平台 Target 达成率플랫폼 목표 달성률

LG.COM103Net GMV K USDProg.Prog.

119.6%

Retail JD334Net GMV K USDProg.Prog.

78.9%

Retail TM28Net GMV K USDProg.Prog.

35.3%

W/M211

前月同期 297 K USD전월 동기

↓28.9%

REF77

前月同期 105 K USD전월 동기

↓26.5%

LTV123

前月同期 209 K USD전월 동기

↓41.2%

MNT51

前月同期 143 K USD전월 동기

↓64.5%

PC2

前月同期 0 K USD전월 동기

A/P0

前月同期 1 K USD전월 동기

↓59.6%

产品别 Traffic & GMV 分析 (by Channel)제품별 유입 및 GMV 분석 (채널별)

7/27 Daily · Jul MTD · vs Jun. Same Period · Net GMV Unit: K USD · ASP Unit: USD/EA 7/27 당일 · 7월 누계 · 6월 동기 대비 · GMV 단위: K USD · ASP 단위: USD/EA

UV / Cart Customers / EA / Net GMV / ASP / CVR

Channel 채널	Product 제품	7/27 Daily7/27 당일						Jul MTD Jul 1 - Jul 277월 1일~7월 27일 누계						vs Jun. Same Period Jun. 1 - Jun. 276월 1일~6월 27일 대비
Channel 채널	Product 제품	UV	Cart Customers	EA	Net GMV K USD	ASP USD/EA	CVR	UV	Cart Customers	EA	Net GMV K USD	ASP USD/EA	CVR	UV	Cart Customers	EA	Net GMV	ASP	CVR pp
D2C	W/M	4,824	200	13	7.3	563	0.27%	127,362	5,085	443	210.7	476	0.35%	↓8.5%	↓11.0%	↓36.4%	↓28.9%	↑11.6%	↓0.15pp
D2C	REF	2,700	81	2	2.9	1,441	0.07%	46,561	1,667	75	77.1	1,028	0.16%	↑32.1%	↑45.0%	↓20.2%	↓26.5%	↓7.9%	↓0.11pp
D2C	LTV	5,202	136	6	11.8	1,963	0.12%	90,872	2,938	124	122.7	990	0.14%	↓30.2%	↓16.0%	↓36.1%	↓41.2%	↓8.0%	↓0.01pp
D2C	MNT	740	33	0	0.1	0	0.00%	23,342	976	64	50.7	793	0.27%	↓58.8%	↓59.2%	↓66.7%	↓64.5%	↑6.4%	↓0.07pp
D2C	PC	17	0	0	0	0	0.00%	867	20	1	2.1	2,095	0.12%	↓54.8%	↑17.6%	-	-	-	↑0.12pp
D2C	A/P	28	1	0	0	0	0.00%	3,023	20	2	0.5	250	0.07%	↓38.3%	↓70.6%	↓60.0%	↓59.6%	↑1.0%	↓0.04pp
D2C	TTL	13,511	451	21	22.1	1,052	0.16%	292,027	10,706	709	463.9	654	0.24%	↓20.7%	↓16.6%	↓40.0%	↓38.5%	↑2.4%	↓0.08pp
LG.COM	W/M	171	1	4	3.4	853	2.34%	13,115	79	33	32.9	996	0.25%	↑9.3%	↑192.6%	↑94.1%	↑132.9%	↑20.0%	↑0.11pp
LG.COM	REF	33	0	1	1.4	1,411	3.03%	4,881	30	26	33.2	1,276	0.53%	↓30.1%	↑650.0%	↑30.0%	↑33.9%	↑3.0%	↑0.25pp
LG.COM	LTV	95	0	2	8.0	3,988	2.11%	4,190	26	12	15.9	1,324	0.29%	↓68.9%	↑52.9%	↓50.0%	↓38.4%	↑23.2%	↑0.11pp
LG.COM	MNT	94	3	-1	-1.0	0	-1.06%	3,991	110	17	18.4	1,085	0.43%	↓58.9%	↓19.1%	↓48.5%	↓18.1%	↑59.0%	↑0.09pp
LG.COM	PC	11	0	0	0	0	0.00%	618	10	1	2.1	2,095	0.16%	↓57.6%	↑100.0%	-	-	-	↑0.16pp
LG.COM	A/P	16	0	0	0	0	0.00%	2,769	2	0	0	0	0.00%	↑117.3%	-	↓100.0%	↓100.0%	↓100.0%	↓0.08pp
LG.COM	TTL	420	4	6	11.8	1,958	1.43%	29,564	257	89	102.5	1,151	0.30%	↓34.2%	↑36.0%	↓6.3%	↑17.2%	↑25.1%	↑0.09pp
JD	W/M	3,154	157	8	3.5	439	0.25%	82,012	4,203	383	157.3	411	0.47%	↓11.7%	↓15.7%	↓36.8%	↓41.8%	↓7.9%	↓0.19pp
JD	REF	2,273	65	1	1.5	1,470	0.04%	33,027	1,377	47	42.0	893	0.14%	↑42.0%	↑30.4%	↓35.6%	↓47.7%	↓18.7%	↓0.17pp
JD	LTV	4,377	126	4	3.8	950	0.09%	72,188	2,573	104	101.4	975	0.14%	↓21.9%	↓19.9%	↓32.0%	↓42.0%	↓14.7%	↓0.02pp
JD	MNT	634	30	1	1.2	1,169	0.16%	19,304	866	47	32.3	687	0.24%	↓58.8%	↓61.6%	↓70.4%	↓73.2%	↓9.3%	↓0.10pp
JD	PC	6	0	0	0	0	0.00%	249	10	0	0	0	0.00%	↓46.0%	↓16.7%	-	-	-	0.00pp
JD	A/P	6	0	0	0	0	0.00%	176	15	2	0.5	250	1.14%	↓95.1%	↓77.9%	↓50.0%	↓50.0%	0%	↑1.03pp
JD	TTL	10,450	378	14	9.9	711	0.13%	206,956	9,044	583	333.5	572	0.28%	↓20.3%	↓22.0%	↓41.4%	↓48.4%	↓12.0%	↓0.10pp
TM	W/M	1,499	42	1	0.4	394	0.07%	32,235	803	27	20.5	760	0.08%	↓5.9%	↑14.7%	↓63.0%	↑66.7%	↑350.6%	↓0.13pp
TM	REF	394	16	0	0	0	0.00%	8,653	260	2	2.0	983	0.02%	↑72.8%	↑188.9%	↑100.0%	-	-	0.00pp
TM	LTV	730	10	0	0	0	0.00%	14,494	339	8	5.4	677	0.06%	↓40.4%	↑27.0%	↓52.9%	↓32.5%	↑43.4%	↓0.01pp
TM	MNT	12	0	0	0	0	0.00%	47	0	0	0	0	0.00%	-	-	-	-	-	0.00pp
TM	PC	0	0	0	0	0	0.00%	0	0	0	0	0	0.00%	-	-	-	-	-	0.00pp
TM	A/P	6	1	0	0	0	0.00%	78	3	0	0	0	0.00%	↑3800.0%	-	-	-	-	0.00pp
TM	TTL	2,641	69	1	0.4	394	0.04%	55,507	1,405	37	27.9	754	0.07%	↓12.7%	↑32.9%	↓59.3%	↑37.2%	↑237.4%	↓0.08pp

说明：本模块为 Net GMV 流量漏斗分析，按渠道(C) × 产品(P) 维度展开；D2C = LG.COM + JD + TM 合计；Cart Customers 以加购人数为日常大盘口径；JD 使用"加购客户数"，TM 使用"商品加购人数"，LG.COM 使用原表"加购数"。Prog. = Jul 1 - Jul 27 Net GMV。본 모듈은 GMV 유입 퍼널 분석으로 채널(C) × 제품(P) 차원으로 전개됩니다. D2C = LG.COM + JD + TM 합계입니다. Cart Customers는 일상 대시보드 기준의 장바구니 고객수입니다. JD는 가구매 고객수, TM은 상품 가구매 인원, LG.COM은 원본의 가구매 수를 사용했습니다. Prog. = 7월 1일~7월 27일 Net GMV입니다.

全产品 SKU 实绩详细전 제품 SKU 실적 상세

Unit: RMB / 단위: RMB(7/27 Daily · 07/01-07/27 MTD · vs 06/01-06/27 · Showing 93 models with sales) (7/27 당일 · 07/01-07/27 누계 · 대비 06/01-06/27 · 판매 발생 93개 모델)

Product	Model	专供 전용	7/27 Daily7/27 당일						Jul MTD Jul 1 - Jul 277월 1일~7월 27일 누계						Jun. MTD Jun. 1 - Jun. 276월 1일~6월 27일 누계						vs Jun. Same Period Jun. 1 - Jun. 276월 1일~6월 27일 대비
Product	Model	专供 전용	UV	Cart	EA	Net GMV	ASP RMB	CVR	UV	Cart	EA	Net GMV	ASP RMB	CVR	UV	Cart	EA	Net GMV	ASP RMB	CVR	UV	Cart	EA	Net GMV	ASP	CVR
WM	FCY10R4M	O	331	19	1	2,499	2,499	0.3%	8,993	492	111	198,787	1,791	1.2%	9,119	505	107	187,494	1,752	1.2%	↓1.4%	↓2.6%	↑3.7%	↑6.0%	↑2.2%	0.0pp
WM	SC5MBR80H	O	324	12	0	-	0	0%	11,247	381	9	164,155	18,239	0.1%	12,339	315	4	71,913	17,978	0.0%	↓8.8%	↑21.0%	↑125.0%	↑128.3%	↑1.5%	↑0.1pp
WM	FCY90N2W	-	426	21	1	2,681	2,681	0.2%	11,228	479	88	135,648	1,542	0.8%	11,089	615	129	171,336	1,328	1.2%	↑1.3%	↓22.1%	↓31.8%	↓20.8%	↑16.1%	↓0.4pp
WM	FCY10Y4M	O	432	13	1	50	50	0.2%	10,786	409	74	122,698	1,658	0.7%	13,510	422	65	107,673	1,656	0.5%	↓20.2%	↓3.1%	↑13.8%	↑14.0%	↑0.1%	↑0.2pp
WM	S3GHM	O	827	16	0	-	0	0%	10,676	358	13	112,596	8,661	0.1%	9,434	330	20	180,049	9,002	0.2%	↑13.2%	↑8.5%	↓35.0%	↓37.5%	↓3.8%	↓0.1pp
WM	SC5GMR80H	-	217	13	0	-	0	0%	5,555	325	4	74,766	18,692	0.1%	4,799	168	7	128,551	18,364	0.1%	↑15.8%	↑93.5%	↓42.9%	↓41.8%	↑1.8%	0.0pp
WM	FCY90M2P	-	143	10	3	5,777	1,926	2.1%	3,326	278	36	72,185	2,005	1.1%	4,220	413	111	186,549	1,681	2.6%	↓21.2%	↓32.7%	↓67.6%	↓61.3%	↑19.3%	↓1.5pp
WM	FCY10Y4M+RH10V3MVTW	O	580	20	0	-	0	0%	18,250	406	11	67,808	6,164	0.1%	19,104	474	17	101,900	5,994	0.1%	↓4.5%	↓14.3%	↓35.3%	↓33.5%	↑2.8%	0.0pp
WM	WT1310BGA	-	26	0	0	-	0	0%	3,644	26	6	60,434	10,072	0.2%	3,053	83	2	24,698	12,349	0.1%	↑19.4%	↓68.7%	↑200.0%	↑144.7%	↓18.4%	↑0.1pp
WM	FA12CA2C+RH10X75V2N	-	309	18	0	-	0	0%	6,722	262	4	51,846	12,962	0.1%	5,720	347	11	88,668	8,061	0.2%	↑17.5%	↓24.5%	↓63.6%	↓41.5%	↑60.8%	↓0.1pp
WM	FCW12D4WA	-	34	2	0	-	0	0%	1,093	65	11	42,747	3,886	1.0%	1,629	114	13	40,770	3,136	0.8%	↓32.9%	↓43.0%	↓15.4%	↑4.8%	↑23.9%	↑0.2pp
WM	S3IF	-	32	2	0	-	0	0%	1,323	64	4	37,181	9,295	0.3%	1,756	88	13	111,920	8,609	0.7%	↓24.7%	↓27.3%	↓69.2%	↓66.8%	↑8.0%	↓0.4pp
WM	FA12CA2C	-	27	0	0	-	0	0%	1,007	48	6	35,003	5,834	0.6%	1,497	58	4	18,019	4,505	0.3%	↓32.7%	↓17.2%	↑50.0%	↑94.3%	↑29.5%	↑0.3pp
WM	RH10V9PV2WR	-	41	3	0	-	0	0%	527	32	6	33,162	5,527	1.1%	298	14	0	-	0	0%	↑76.8%	↑128.6%	-	-	-	↑1.1pp
WM	FCV13G4W+RH10V9AV4W	-	142	8	0	-	0	0%	4,097	205	4	26,838	6,710	0.1%	3,719	213	15	116,847	7,790	0.4%	↑10.2%	↓3.8%	↓73.3%	↓77.0%	↓13.9%	↓0.3pp
WM	FN23WQH	-	29	4	0	-	0	0%	1,181	65	2	20,898	10,449	0.2%	1,046	72	5	55,714	11,143	0.5%	↑12.9%	↓9.7%	↓60.0%	↓62.5%	↓6.2%	↓0.3pp
WM	FH12X9WCA	-	66	3	0	-	0	0%	1,058	50	3	20,748	6,916	0.3%	240	17	0	-	0	0%	↑340.8%	↑194.1%	-	-	-	↑0.3pp
WM	SC5MSR40	-	121	6	0	-	0	0%	3,608	170	1	18,399	18,399	0.0%	7,664	108	0	-400	0	0%	↓52.9%	↑57.4%	-	↓4699.8%	-	0.0pp
WM	FMY10Y4PF	O	38	2	0	-	0	0%	1,480	65	11	14,419	1,311	0.7%	3,684	118	7	13,775	1,968	0.2%	↓59.8%	↓44.9%	↑57.1%	↑4.7%	↓33.4%	↑0.5pp
WM	RH10X76V2N	-	6	0	2	12,500	6,250	33.3%	6	0	2	12,500	6,250	33.3%	0	0	0	-	0	0%	-	-	-	-	-	↑33.3pp
WM	FCV13G4W	-	79	3	0	-	0	0%	1,027	51	3	11,875	3,958	0.3%	1,175	83	47	45,991	978	4.0%	↓12.6%	↓38.6%	↓93.6%	↓74.2%	↑304.5%	↓3.7pp
WM	FCW12Y4PA	-	9	1	0	-	0	0%	413	24	4	11,616	2,904	1.0%	904	50	13	29,985	2,306	1.4%	↓54.3%	↓52.0%	↓69.2%	↓61.3%	↑25.9%	↓0.4pp
WM	FW12X4WC2+DH12X4WC2	-	68	3	1	11,238	11,238	1.5%	922	37	1	11,238	11,238	0.1%	1	0	0	-	0	0%	↑92100.0%	-	-	-	-	↑0.1pp
WM	FCW12Y4WA	-	30	0	0	-	0	0%	1,806	59	5	10,755	2,151	0.3%	2,139	151	24	52,854	2,202	1.1%	↓15.6%	↓60.9%	↓79.2%	↓79.7%	↓2.3%	↓0.8pp
WM	FA12DA2C	-	4	0	2	10,695	5,348	50.0%	35	0	2	10,695	5,348	5.7%	0	0	0	-	0	0%	-	-	-	-	-	↑5.7pp
WM	FW12X4WC2	-	16	0	0	-	0	0%	897	16	3	10,309	3,436	0.3%	21	0	1	4,369	4,369	4.8%	↑4171.4%	-	↑200.0%	↑136.0%	↓21.3%	↓4.5pp
WM	FCW10Y4PA	-	16	0	0	-	0	0%	786	43	4	9,972	2,493	0.5%	1,027	74	19	34,687	1,826	1.9%	↓23.5%	↓41.9%	↓78.9%	↓71.3%	↑36.6%	↓1.4pp
WM	FY10EK2E	-	18	1	1	4,248	4,248	5.6%	399	20	2	7,734	3,867	0.5%	654	43	8	18,684	2,336	1.2%	↓39.0%	↓53.5%	↓75.0%	↓58.6%	↑65.6%	↓0.7pp
WM	DH12X4WC2	-	18	1	0	-	0	0%	292	11	1	6,969	6,969	0.3%	7	0	0	-	0	0%	↑4071.4%	-	-	-	-	↑0.3pp
WM	FMY10Y4PF+RH10V3PV8WS	-	69	5	0	-	0	0%	3,670	162	1	6,599	6,599	0.0%	2,722	101	4	25,596	6,399	0.1%	↑34.8%	↑60.4%	↓75.0%	↓74.2%	↑3.1%	↓0.1pp
WM	FMW10Y4WA	-	47	3	1	50	50	2.1%	1,512	94	7	6,191	884	0.5%	1,828	105	22	18,274	831	1.2%	↓17.3%	↓10.5%	↓68.2%	↓66.1%	↑6.5%	↓0.7pp
WM	RH10X75V2N	-	11	0	0	-	0	0%	233	19	1	5,760	5,760	0.4%	298	22	0	-	0	0%	↓21.8%	↓13.6%	-	-	-	↑0.4pp
WM	FCK12D2CE	-	1	0	0	-	0	0%	27	1	1	4,445	4,445	3.7%	18	3	0	-	0	0%	↑50.0%	↓66.7%	-	-	-	↑3.7pp
WM	FW12X4SC2	-	8	0	0	-	0	0%	399	12	1	4,274	4,274	0.3%	13	0	0	-	0	0%	↑2969.2%	-	-	-	-	↑0.3pp
WM	FN23BQH	-	78	1	0	-	0	0%	3,455	114	1	1,434	1,434	0.0%	2,659	91	7	63,576	9,082	0.3%	↑29.9%	↑25.3%	↓85.7%	↓97.7%	↓84.2%	↓0.3pp
WM	FMW10Y4WA+RH10V3AV6W	-	10	0	0	-	0	0%	121	6	1	50	50	0.8%	930	38	2	17,231	8,616	0.2%	↓87.0%	↓84.2%	↓50.0%	↓99.7%	↓99.4%	↑0.6pp
Ref	F544MMB95D	-	235	4	1	9,594	9,594	0.4%	5,820	132	10	94,468	9,447	0.2%	6,529	157	11	124,331	11,303	0.2%	↓10.9%	↓15.9%	↓9.1%	↓24.0%	↓16.4%	0.0pp
Ref	F544MEH62D	-	800	32	0	-	0	0%	12,694	439	11	69,371	6,306	0.1%	2,666	163	26	181,292	6,973	1.0%	↑376.1%	↑169.3%	↓57.7%	↓61.7%	↓9.6%	↓0.9pp
Ref	F664MEH95D	-	55	2	0	-	0	0%	929	54	5	62,980	12,596	0.5%	1,179	47	4	58,340	14,585	0.3%	↓21.2%	↑14.9%	↑25.0%	↑8.0%	↓13.6%	↑0.2pp
Ref	S674MEG11D	-	12	0	0	-	0	0%	4,954	210	14	56,874	4,062	0.3%	6,473	188	11	42,683	3,880	0.2%	↓23.5%	↑11.7%	↑27.3%	↑33.2%	↑4.7%	↑0.1pp
Ref	S674MPY11D	-	4	0	0	-	0	0%	2,075	102	13	46,366	3,567	0.6%	2,383	103	13	47,630	3,664	0.5%	↓12.9%	↓1.0%	0%	↓2.7%	↓2.7%	↑0.1pp
Ref	F544MEH85D	-	323	10	0	-	0	0%	4,675	159	5	45,997	9,199	0.1%	2,979	144	11	91,550	8,323	0.4%	↑56.9%	↑10.4%	↓54.5%	↓49.8%	↑10.5%	↓0.3pp
Ref	S653MWW87D	-	202	6	1	9,999	9,999	0.5%	5,374	197	4	39,493	9,873	0.1%	3,244	81	2	19,296	9,648	0.1%	↑65.7%	↑143.2%	↑100.0%	↑104.7%	↑2.3%	0.0pp
Ref	F544MEP62D	-	246	6	0	-	0	0%	3,398	120	5	35,632	7,126	0.1%	2,401	59	2	11,989	5,994	0.1%	↑41.5%	↑103.4%	↑150.0%	↑197.2%	↑18.9%	0.0pp
Ref	F664MPY88D	-	248	7	0	-	0	0%	2,233	111	3	31,852	10,617	0.1%	1,521	45	2	31,792	15,896	0.1%	↑46.8%	↑146.7%	↑50.0%	↑0.2%	↓33.2%	0.0pp
Ref	S653MEP87D	-	283	4	0	-	0	0%	1,533	52	2	21,806	10,903	0.1%	2,456	72	7	67,090	9,584	0.3%	↓37.6%	↓27.8%	↓71.4%	↓67.5%	↑13.8%	↓0.2pp
Ref	S653MPY33D	-	281	10	0	-	0	0%	2,481	75	3	19,633	6,544	0.1%	1,890	39	3	21,888	7,296	0.2%	↑31.3%	↑92.3%	0%	↓10.3%	↓10.3%	↓0.1pp
TV	65QNED85BCA	-	263	6	1	35	35	0.4%	4,631	141	29	143,370	4,944	0.6%	6,208	185	14	66,871	4,776	0.2%	↓25.4%	↓23.8%	↑107.1%	↑114.4%	↑3.5%	↑0.4pp
TV	OLED55G6PCA	-	227	2	1	10,999	10,999	0.4%	3,736	97	12	129,958	10,830	0.3%	5,816	179	10	96,818	9,682	0.2%	↓35.8%	↓45.8%	↑20.0%	↑34.2%	↑11.9%	↑0.1pp
TV	OLED77C6PCA	-	272	11	0	-	0	0%	2,924	92	7	98,840	14,120	0.2%	2,805	105	0	-37,948	0	0%	↑4.2%	↓12.4%	-	↓360.5%	-	↑0.2pp
TV	OLED55C6PCA	-	228	5	0	-	0	0%	3,615	127	11	78,881	7,171	0.3%	3,891	148	13	79,297	6,100	0.3%	↓7.1%	↓14.2%	↓15.4%	↓0.5%	↑17.6%	0.0pp
TV	65QNED82BCA	O	996	22	0	-	0	0%	18,888	450	20	75,069	3,753	0.1%	17,171	386	26	102,982	3,961	0.2%	↑10.0%	↑16.6%	↓23.1%	↓27.1%	↓5.2%	↓0.1pp
TV	75QNED82BCA	O	275	8	0	-	0	0%	5,947	177	13	62,037	4,772	0.2%	8,321	244	21	113,031	5,382	0.3%	↓28.5%	↓27.5%	↓38.1%	↓45.1%	↓11.3%	↓0.1pp
TV	OLED83C6PCA	-	293	8	0	-	0	0%	3,408	129	2	56,998	28,499	0.1%	4,922	207	10	289,490	28,949	0.2%	↓30.8%	↓37.7%	↓80.0%	↓80.3%	↓1.6%	↓0.1pp
TV	85QNED82BCA	O	240	7	2	15,998	7,999	0.8%	6,441	222	6	47,785	7,964	0.1%	9,488	217	11	85,534	7,776	0.1%	↓32.1%	↑2.3%	↓45.5%	↓44.1%	↑2.4%	0.0pp
TV	OLED65B6PCA	-	28	0	0	-	0	0%	623	22	4	43,476	10,869	0.6%	157	4	0	-	0	0%	↑296.8%	↑450.0%	-	-	-	↑0.6pp
TV	OLED42C6PCA	-	224	8	1	6,099	6,099	0.4%	4,323	163	3	18,321	6,107	0.1%	7,671	252	0	660	0	0%	↓43.6%	↓35.3%	-	↑2675.9%	-	↑0.1pp
TV	86QNED85BCA	-	143	3	0	-	0	0%	2,225	98	2	17,242	8,621	0.1%	14,598	133	7	45,885	6,555	0.0%	↓84.8%	↓26.3%	↓71.4%	↓62.4%	↑31.5%	↑0.1pp
TV	75MRGB86BCA	-	69	0	0	-	0	0%	1,134	42	2	17,005	8,502	0.2%	1,089	15	2	16,098	8,049	0.2%	↑4.1%	↑180.0%	0%	↑5.6%	↑5.6%	0.0pp
TV	OLED77B6PCA	-	37	0	0	-	0	0%	701	19	1	15,999	15,999	0.1%	1,232	35	0	-	0	0%	↓43.1%	↓45.7%	-	-	-	↑0.1pp
TV	75QNED85BCA	-	157	3	1	6,744	6,744	0.6%	3,267	117	2	14,173	7,086	0.1%	3,646	108	8	58,723	7,340	0.2%	↓10.4%	↑8.3%	↓75.0%	↓75.9%	↓3.5%	↓0.1pp
TV	OLED65C6PCA	-	475	8	0	-	0	0%	5,020	114	1	13,999	13,999	0.0%	4,171	154	4	57,496	14,374	0.1%	↑20.4%	↓26.0%	↓75.0%	↓75.7%	↓2.6%	↓0.1pp
TV	86MRGB86BCA	-	118	8	0	-	0	0%	1,930	82	2	13,724	6,862	0.1%	1,317	19	1	11,589	11,589	0.1%	↑46.5%	↑331.6%	↑100.0%	↑18.4%	↓40.8%	0.0pp
TV	65MRGB86BCA	-	138	2	0	-	0	0%	2,319	41	2	12,752	6,376	0.1%	1,556	22	6	37,199	6,200	0.4%	↑49.0%	↑86.4%	↓66.7%	↓65.7%	↑2.8%	↓0.3pp
TV	OLED48C6PCA	-	343	9	0	-	0	0%	5,094	126	2	12,577	6,288	0.0%	7,713	178	11	75,291	6,845	0.1%	↓34.0%	↓29.2%	↓81.8%	↓83.3%	↓8.1%	↓0.1pp
TV	65NANO80ACA	O	4	0	0	-	0	0%	657	23	2	6,598	3,299	0.3%	12,902	492	32	101,559	3,174	0.2%	↓94.9%	↓95.3%	↓93.8%	↓93.5%	↑3.9%	↑0.1pp
TV	75QNED85ACA	-	0	0	0	-	0	0%	86	3	1	5,035	5,035	1.2%	822	0	8	40,045	5,006	1.0%	↓89.5%	-	↓87.5%	↓87.4%	↑0.6%	↑0.2pp
MNT	39GX950B-B	-	77	2	0	-	0	0%	1,684	76	10	122,990	12,299	0.6%	2,264	82	6	71,794	11,966	0.3%	↓25.6%	↓7.3%	↑66.7%	↑71.3%	↑2.8%	↑0.3pp
MNT	32GX870B-B	-	31	2	0	-	0	0%	1,781	74	5	41,645	8,329	0.3%	5,562	285	20	169,172	8,459	0.4%	↓68.0%	↓74.0%	↓75.0%	↓75.4%	↓1.5%	↓0.1pp
MNT	32GX850A-B	O	120	5	0	-	0	0%	5,727	261	7	34,993	4,999	0.1%	9,905	430	30	141,794	4,726	0.3%	↓42.2%	↓39.3%	↓76.7%	↓75.3%	↑5.8%	↓0.2pp
MNT	27GM950B-B	-	28	0	0	-	0	0%	895	33	3	26,997	8,999	0.3%	7,204	430	12	107,988	8,999	0.2%	↓87.6%	↓92.3%	↓75.0%	↓75.0%	0%	↑0.1pp
MNT	40U990A-W	-	11	0	0	-	0	0%	449	13	2	23,398	11,699	0.4%	983	18	4	47,196	11,799	0.4%	↓54.3%	↓27.8%	↓50.0%	↓50.4%	↓0.8%	0.0pp
MNT	27GX700A-B	-	17	1	0	-	0	0%	778	30	5	18,035	3,607	0.6%	1,877	51	5	16,229	3,246	0.3%	↓58.6%	↓41.2%	0%	↑11.1%	↑11.1%	↑0.3pp
MNT	32U990A-S	-	16	2	0	-	0	0%	473	11	1	16,149	16,149	0.2%	1,194	33	4	70,234	17,558	0.3%	↓60.4%	↓66.7%	↓75.0%	↓77.0%	↓8.0%	↓0.1pp
MNT	45GX950A-B	-	16	0	0	-	0	0%	519	7	1	13,999	13,999	0.2%	1,275	27	0	-	0	0%	↓59.3%	↓74.1%	-	-	-	↑0.2pp
MNT	PU615U	O	21	1	0	-	0	0%	453	8	2	13,998	6,999	0.4%	628	13	4	26,066	6,516	0.6%	↓27.9%	↓38.5%	↓50.0%	↓46.3%	↑7.4%	↓0.2pp
MNT	27U730A-B	-	24	3	1	1,599	1,599	4.2%	493	27	5	7,995	1,599	1.0%	384	22	5	7,947	1,589	1.3%	↑28.4%	↑22.7%	0%	↑0.6%	↑0.6%	↓0.3pp
MNT	27GX790B-B	-	15	2	0	-125	0	0%	571	16	1	6,999	6,999	0.2%	1,219	14	0	-	0	0%	↓53.2%	↑14.3%	-	-	-	↑0.2pp
MNT	24G411B-B	-	31	0	-1	-649	0	-3.2%	1,233	44	9	5,908	656	0.7%	1,404	61	20	12,832	642	1.4%	↓12.2%	↓27.9%	↓55.0%	↓54.0%	↑2.3%	↓0.7pp
MNT	27GX704A-B	-	7	0	0	-	0	0%	137	7	2	4,748	2,374	1.5%	267	14	3	6,682	2,227	1.1%	↓48.7%	↓50.0%	↓33.3%	↓28.9%	↑6.6%	↑0.4pp
MNT	27G64NA-B	-	91	4	0	-	0	0%	1,815	86	3	4,197	1,399	0.2%	1,620	100	8	11,192	1,399	0.5%	↑12.0%	↓14.0%	↓62.5%	↓62.5%	0%	↓0.3pp
MNT	27G850A-B	-	64	3	0	-	0	0%	1,129	44	1	3,854	3,854	0.1%	4,372	209	22	65,403	2,973	0.5%	↓74.2%	↓78.9%	↓95.5%	↓94.1%	↑29.6%	↓0.4pp
MNT	27G610A-B	-	4	0	0	-	0	0%	756	29	3	3,597	1,199	0.4%	801	36	3	3,297	1,099	0.4%	↓5.6%	↓19.4%	0%	↑9.1%	↑9.1%	0.0pp
MNT	32UQ850V-W	-	8	0	0	-	0	0%	162	7	1	3,134	3,134	0.6%	429	25	2	6,146	3,073	0.5%	↓62.2%	↓72.0%	↓50.0%	↓49.0%	↑2.0%	↑0.1pp
MNT	27UQ850V-W	-	13	0	0	-	0	0%	571	32	1	2,999	2,999	0.2%	1,116	57	4	10,888	2,722	0.4%	↓48.8%	↓43.9%	↓75.0%	↓72.5%	↑10.2%	↓0.2pp
MNT	27UP850K-W	-	33	5	0	-	0	0%	325	27	1	1,999	1,999	0.3%	2,023	99	16	28,694	1,793	0.8%	↓83.9%	↓72.7%	↓93.8%	↓93.0%	↑11.5%	↓0.5pp
MNT	34U601B-B	-	5	0	0	-	0	0%	175	3	1	1,599	1,599	0.6%	136	9	0	-	0	0%	↑28.7%	↓66.7%	-	-	-	↑0.6pp
MNT	27G411B-B	-	13	0	0	-	0	0%	671	10	1	799	799	0.1%	2,242	57	9	7,108	790	0.4%	↓70.1%	↓82.5%	↓88.9%	↓88.8%	↑1.2%	↓0.3pp
PC	16Z90U-K.ALB9C	-	4	0	0	-	0	0%	158	2	1	14,249	14,249	0.6%	518	2	0	-	0	0%	↓69.5%	0%	-	-	-	↑0.6pp
A/P	AS60GHWZ0	O	28	1	0	-	0	0%	3,023	20	2	3,398	1,699	0.1%	4,898	68	5	8,410	1,682	0.1%	↓38.3%	↓70.6%	↓60.0%	↓59.6%	↑1.0%	0.0pp
etc	DK2M	-	6	0	2	400	200	33.3%	9	5	2	400	200	22.2%	7	2	0	-	0	0%	↑28.6%	↑150.0%	-	-	-	↑22.2pp
etc	DK2A	-	0	0	0	-	0	0%	0	0	1	200	200	0%	0	0	0	-	0	0%	-	-	-	-	-	0.0pp
etc	DK1W	-	0	0	0	-	0	0%	16	1	1	190	190	6.2%	2	0	1	140	140	50.0%	↑700.0%	-	0%	↑35.7%	↑35.7%	↓43.8pp

口径：SKU 明细为 Net GMV 漏斗分析，参考 Excel 的 UV / Cart Customers / EA / Net GMV / ASP / CVR 格式；库存字段已去除。Cart Customers 口径：JD 使用 rawdata 的“加购客户数”，TM 使用“商品加购人数”，LG.COM 使用“加购数”。기준: SKU 상세는 Excel의 UV/Cart/EA/GMV/ASP/CVR 형식을 따른 GMV 퍼널 분석입니다. 재고 항목은 제외했습니다. Cart Customers 기준: JD는 가구매 고객수, TM은 상품 가구매 인원, LG.COM은 가구매 수를 사용했습니다.

平台别 Model Performance플랫폼별 Model Performance

MTD (07/01-07/27) vs 前月同期 (06/01-06/27) · Unit: K RMB / 단위: K RMB

Product	Model	Jul MTD Jul 1 - Jul 277월 1일~7월 27일 누계			Jun. MTD Jun. 1 - Jun. 276월 1일~6월 27일 누계			vs Jun. Same Period Jun. 1 - Jun. 276월 1일~6월 27일 대비
Product	Model	LG.COM	JD	TM	LG.COM	JD	TM	LG.COM	JD	TM
W/M	FCY10R4M	4	185	10	-	185	2	NEW	↓0.1%	↑284.0%
	SC5MBR80H	31	133	-	17	55	-	↑83.3%	↑141.9%	-
	FCY90N2W	-	131	5	-	171	-	-	↓23.7%	NEW
	FCY10Y4M	7	92	23	6	90	11	↑20.0%	↑2.2%	↑105.3%
	S3GHM	-	82	31	-	153	27	-	↓46.8%	↑15.2%
	SC5GMR80H	35	40	-	-	129	-	NEW	↓68.9%	-
	FCY90M2P	-	66	7	-	186	-	-	↓64.8%	NEW
	FCY10Y4M+RH10V3MVTW	-	45	23	-	87	15	-	↓48.5%	↑54.7%
	WT1310BGA	60	-	-	25	-	-	↑144.5%	-	-
	FA12CA2C+RH10X75V2N	-	37	14	-	89	-	-	↓57.9%	NEW
REF	F544MMB95D	82	13	-	48	76	-	↑69.8%	↓83.1%	-
	F544MEH62D	20	36	13	46	136	-	↓57.2%	↓73.1%	NEW
	F664MEH95D	63	-	-	25	33	-	↑150.0%	-	-
	S674MEG11D	4	53	-	-	43	-	NEW	↑23.2%	-
	S674MPY11D	4	42	-	-	48	-	NEW	↓11.3%	-
	F544MEH85D	-	46	-	-	92	-	-	↓49.8%	-
	S653MWW87D	-	40	-	-	19	-	-	↑104.7%	-
	F544MEP62D	20	16	-	13	-	-	↑49.6%	NEW	-
	F664MPY88D	14	18	-	14	18	-	0.0%	↑0.6%	-
	S653MEP87D	-	22	-	10	58	-	-	↓62.1%	-
LTV	65QNED85BCA	19	124	-	-	67	-	NEW	↑85.7%	-
	OLED55G6PCA	-	130	-	-	97	-	-	↑34.3%	-
	OLED77C6PCA	-	99	-	-	-	-	-	NEW	-
	OLED55C6PCA	-	79	-	-	79	-	-	↓0.5%	-
	65QNED82BCA	-	54	21	4	72	27	-	↓24.5%	↓22.2%
	75QNED82BCA	20	42	-	-	107	6	NEW	↓61.0%	-
	OLED83C6PCA	-	57	-	-	290	-	-	↓80.3%	-
	85QNED82BCA	-	40	8	7	70	8	-	↓42.9%	↓8.2%
	OLED65B6PCA	-	44	-	-	-	-	-	NEW	-
	OLED42C6PCA	-	18	-	-	1	-	-	↑2514.3%	-
MNT	39GX950B-B	45	78	-	20	52	-	↑127.3%	↑50.0%	-
	32GX870B-B	33	8	-	16	153	-	↑105.6%	↓94.4%	-
	32GX850A-B	-	35	-	45	97	-	-	↓63.8%	-
	27GM950B-B	-	27	-	-	108	-	-	↓75.0%	-
	40U990A-W	11	12	-	11	36	-	0.0%	↓66.5%	-
	27GX700A-B	11	7	-	7	10	-	↑62.1%	↓24.0%	-
	32U990A-S	16	-	-	-	70	-	NEW	-	-
	45GX950A-B	-	14	-	-	-	-	-	NEW	-
	PU615U	-	14	-	6	20	-	-	↓29.3%	-
	27U730A-B	-	8	-	-	8	-	-	↑1.3%	-
PC	16Z90U-K.ALB9C	14	-	-	-	-	-	NEW	-	-
	14Z90S-G.AL55C	-	-	-	-	-	-	-	-	-
	15U50T-G.AL66C	-	-	-	-	-	-	-	-	-
	16Z90TP-G.AL87C	-	-	-	-	-	-	-	-	-
	16Z90TP-K.AL89C	-	-	-	-	-	-	-	-	-
	16Z90TR-E.AL88C	-	-	-	-	-	-	-	-	-
	16Z90U-G.AL87C	-	-	-	-	-	-	-	-	-
	16Z90U-G.AL88C	-	-	-	-	-	-	-	-	-
	16Z90U-K.ALB7C	-	-	-	-	-	-	-	-	-
	16Z90U-K.ALB8C	-	-	-	-	-	-	-	-	-
A/P	AS60GHWZ0	-	3	-	2	7	-	-	↓50.0%	-

数据范围：每个品类仅展示 MTD Net GMV TOP10 型号（共 45 个型号），全品类共 100 个有销售型号 · 蓝色深浅表示同列内 GMV 数值相对大小，越深越大데이터 범위: 각 카테고리별 MTD Net GMV 상위 10개 모델만 표시 (총 45개), 전체 100개 판매 모델 · 파란색 음영은 동일 열 내 상대적 GMV 크기를 나타내며, 진할수록 큰 값

AI InsightAI 인사이트

基于当前数据表现的业务优化建议与数据质量提醒

1.【销售整体情况：环比回落但尾部温和加速】截至7/27，D2C 7月累计 GMV 464.0K USD，较上月同期(06/01–06/27) ↓38.5%；时间进度 87.1% 但达成率仅 78.9%，落后约 8.2pp。尾部 7/23–7/27 日均 17.6K USD，较前22天日均 17.1K 提升 +3.0%，呈温和加速。按近期节奏推算月末约 534.4K USD(预估达成91.0%)。需客观看待：7月环比大幅回落部分源于618大促后的需求透支与基线变化，不宜简单归因销售下滑。

2.【店铺与品类：JD承压、LG.COM超额、品类全线环比下滑】渠道看，JD 占 71.9%(333.5K)为绝对核心，但环比 ↓48.4%、达成 78.9%；LG.COM 达成 119.6% 超额且整体环比 ↑17.2%；TM 新店爬坡、达成 35.3%(27.9K)。品类全线环比下滑：WM ↓28.9%、REF ↓26.5%、TV ↓41.2%、MNT ↓64.5%(降幅最大)、A/P ↓59.6%。结合6月618大促对5–6月的扰动，7月环比走低部分由促销后需求透支与基线抬升造成，评价应保持客观。

3.【型号结构下钻：重点型号撑起品类规模】品类波动可由型号结构差异解释。WM 由 FCY10R4M(198,787 RMB)、SC5MBR80H(164,155)、FCY90N2W(135,648)撑起规模；TV 由 65QNED85BCA(143,370 RMB)、OLED55G6PCA(129,958)领衔；REF 以 F544MMB95D(94.4K)为首。重点型号发售节奏、套装组合是否动销、是否存在型号空窗，是品类环比增减的关键解释变量。建议持续监控型号别 GMV/UV/CVR，把握上架节奏。

4.【重点型号转化洼地：高UV低CVR待修复】重点型号存在明显转化洼地。SC5MBR80H 以 UV 11,247、CVR 0.1% 位居 WM 前列，体量虽高却几乎不转化；转化陷阱型号 SC5MSR40(UV 3,608/CVR 0.0%)、FMY10Y4PF+RH10V3PV8WS(UV 3,670/CVR 0.0%)、FN23BQH(UV 3,455/CVR 0.0%) 流量可观但零转化。建议排查这些型号的详情页、定价与套装组合，把高 UV 转化为成交，整体 TTL CVR 0.24% 较上月同期 0.32% 仍有修复空间。

5.【LG.COM逆势增长：WM/REF打法值得复制】LG.COM 在多数品类环比下滑中逆势增长：WM ↑132.9%(32.9K vs 14.1K)、REF ↑33.9%(33.2K vs 24.8K)，整体 GMV 环比 ↑17.2%、达成率 119.6%。其 WM/REF 的逆势表现说明自营渠道在核心品类仍有结构性机会，建议提炼 LG.COM 的引流与详情页转化打法，向 JD 等渠道复制，以对冲大盘环比回落。

6.【TM新店爬坡：加购到成交漏斗待修复】TM 新店处于爬坡期，达成率 35.3%(MTD 27.9K)，作为新渠道其流量积累已具规模、问题集中在转化环节而非引流；TTL UV 55,507、加购 1,405 但成交仅 37 单，CVR 仅 0.07%。其中 WM UV 32,235 却 CVR 0.08%，加购到成交明显断层。建议优先修复 TM 的加购→成交漏斗，优化搜索排名与产品上架数量，把已有流量更高效转为订单。

7.【专供型号集中度：13 SKU贡献28.6% GMV】专供型号贡献集中：13 个专供 SKU(占 93 个总 SKU 的 14.0%) 贡献 GMV 924,341 RMB、占比 28.6%，是 D2C 的重要销售支撑。其高集中度意味着少数型号的表现即可显著影响整体业绩，需重点维护。专供品仅在 D2C 渠道销售，建议在 LG.COM 与 JD 强化专供页面的优化与促销资源倾斜，同时关注其库存与数据采集同步频率，避免型号空窗拖累业绩。

8.【行动建议：修复漏斗、复制打法、监控型号节奏】综合各层下钻，型号发售节奏是 D2C 销售的核心变量：重点型号空窗或套装未动销会拖累品类，而 LG.COM WM/REF 与 TM WM 的逆势增长印证型号结构差异的解释力。行动建议：① 修复转化洼地型号漏斗(页面/价格/组合)；② 复制 LG.COM 逆势打法至 JD；③ 持续监控 型号别 GMV/UV/CVR 以把握上架节奏，并客观评估618后基线变化对环比的影响。

1.[전체 실적: 전월 대비 하락 속 후반 완만 가속] 7/27 기준 D2C 7월 누적 GMV는 464.0K USD로, 전월 동기(06/01–06/27) 대비 ↓38.5% 하락. 경과율 87.1% 대비 달성률은 78.9%로 약 8.2pp 뒤처짐. 후반 7/23–7/27 일평균 17.6K USD는 이전 22일 일평균 17.1K 대비 +3.0% 상승하며 완만한 가속세. 최근 추세 기준 7월말은 약 534.4K USD(예상 달성률 91.0%) 전망. 다만 7월环比下降는 618 대促销 이후 수요 선반출 및 기준선 변화에 일부 기인하므로 단순한 실적 부진으로만 해석하지 말아야 함.

2.[채널·카테고리: JD 부진, LG.COM 초과달성, 전 카테고리环比下降] 채널별로 JD가 71.9%(333.5K)로 절대적 핵심이나 전월 동기 대비 ↓48.4%, 달성률 78.9%. LG.COM은 달성률 119.6%로 목표 초과 달성하며 GMV는 전월 대비 ↑17.2%. TM은 신규 오픈 채널로 달성률 35.3%(27.9K) 램프업 단계. 카테고리는 전 부문环比下降: WM ↓28.9%, REF ↓26.5%, TV ↓41.2%, MNT ↓64.5%(최대 폭), A/P ↓59.6%. 6월 618 대促销가 5–6월 수요에 미친 교란을 감안하면 7월环比下降는 프로모션 후 수요 선반출과 기준선 상승 영향이 반영된 것으로 객관적 평가 필요.

3.[모델 구조 하향: 주력 모델이 카테고리 규모 견인] 카테고리 등락은 모델 구성 차이로 설명된다. WM은 FCY10R4M(198,787 RMB), SC5MBR80H(164,155), FCY90N2W(135,648)가 규모를 견인; TV는 65QNED85BCA(143,370 RMB), OLED55G6PCA(129,958)가 주도; REF는 F544MMB95D(94.4K) 선두. 주력 모델 출시 리듬, 패키지 조합 판매 여부, 모델 공백 유무가 카테고리 전월 대비 증감의 핵심 설명 변수. 모델별 GMV/UV/CVR을 지속 모니터링하여 출시 타이밍을 파악할 것을 권장.

4.[주력 모델 전환 함정: 고UV·저CVR 개선 필요] 주력 모델에 뚜렷한 전환 함정이 존재. SC5MBR80H는 UV 11,247, CVR 0.1%로 WM 상위권이나 규모 대비 전환이 극히 저조. 전환 함정 모델인 SC5MSR40(UV 3,608/CVR 0.0%), FMY10Y4PF+RH10V3PV8WS(UV 3,670/CVR 0.0%), FN23BQH(UV 3,455/CVR 0.0%)는 트래픽은 있으나 zero 전환. 해당 모델의 상세페이지·가격·패키지 조합을 점검해 고UV를 주문으로 전환해야 하며, 전체 TTL CVR 0.24%는 전월 동기 0.32% 대비 여전히 개선 여지가 있음.

5.[LG.COM 역성장: WM/REF 노하우 복제 가치] LG.COM은 대다수 카테고리环比下降 속에서 역성장. WM ↑132.9%(32.9K vs 14.1K), REF ↑33.9%(33.2K vs 24.8K)이며 전체 GMV는 전월 대비 ↑17.2%, 달성률 119.6%. WM/REF의 역성장은 자사몰이 핵심 카테고리에서 여전히 구조적 기회가 있음을 시사. LG.COM의 유입 및 상세페이지 전환 노하우를 추출해 JD 등 타 채널에 복제함으로써 전반적环比下降를 상쇄할 것을 권장. 채널 간 리소스 재분배를 검토할 것.

6.[TM 신규 채널: 장바구니→주문 퍼널 복구 필요] TM 신규 채널은 램프업 단계로 달성률 35.3%(MTD 27.9K), TTL UV 55,507·장바구니 1,405이나 주문은 37건에 불과, CVR 0.07% 수준. 신규 채널임을 감안할 때 유입 축적은 어느 정도 이뤄졌으나 문제는 전환 구간에 집중. 특히 WM UV 32,235 대비 CVR 0.08%로 장바구니→주문 단절이 뚜렷. TM의 장바구니→주문 퍼널 복구를 최우선하고 검색 순위와 등록 제품 수를 최적화해 확보된 트래픽을 주문으로 효율화할 것을 권장.

7.[전용 모델 집중도: 13 SKU가 GMV 28.6% 기여] 전용 모델 기여가 집중됨: 전용 SKU 13개(전체 93개 중 14.0%)가 GMV 924,341 RMB, 비중 28.6%를 차지하며 D2C의 중요 매출 기둥. 높은 집중도는 소수 모델의 성과가 전체 실적에 직접적으로 영향을 미침을 뜻하므로 우선 관리 필요. 전용 모델은 D2C 채널에서만 판매되므로 LG.COM과 JD에서 전용 페이지 최적화와 프로모션 자원 집중을 강화하고, 재고 및 데이터 수집 동기화 주기를 점검해 모델 공백으로 인한 실적 훼손을 방지해야 함.

8.[액션 제언: 퍼널 복구·노하우 복제·모델 리듬 모니터링] 각 층 하향 분석을 종합하면 모델 출시 리듬이 D2C 매출의 핵심 변수. 주력 모델 공백이나 패키지 미판매는 카테고리를 끌어내리나, LG.COM WM/REF와 TM WM의 역성장은 모델 구성 차이의 설명력을 입증. 액션 제언: ① 전환 함정 모델 퍼널 복구(페이지·가격·조합); ② LG.COM 역성장 노하우를 JD로 복제; ③ 모델별 GMV/UV/CVR 지속 모니터링으로 출시 타이밍 파악, 아울러 618 이후 기준선 변화가环比下降에 미친 영향을 객관 평가.