LGECH D2C Daily Report

업데이트: 2026-07-20

Channel × Product Performance · Period 07/01 - 07/19 · Unit: K USD · Rate: ¥6.8/USD · Net GMV = GMV - Cancel

Today Net GMV당일 Net GMV (2026-07-19 당일)17.3 K USD

MTD Net GMV월 누계 Net GMV (07/01 - 07/19)319.6 K USD

Net GMV Target AchievementGMV 목표 달성률54.4%319.6 / 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.COM63Net GMV K USDProg.Prog.

69.9%

Retail JD238Net GMV K USDProg.Prog.

67.6%

Retail TM18Net GMV K USDProg.Prog.

12.4%

W/M129

前月同期 246 K USD전월 동기

↓47.5%

REF58

前月同期 82 K USD전월 동기

↓29.7%

LTV88

前月同期 156 K USD전월 동기

↓43.5%

MNT42

前月同期 120 K USD전월 동기

↓64.8%

PC2

前月同期 0 K USD전월 동기

A/P0

前月同期 1 K USD전월 동기

↓66.7%

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

7/19 Daily · Jul MTD · vs Jun. Same Period · Net GMV Unit: K USD · ASP Unit: USD/EA 7/19 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	7/19 Daily7/19 당일						Jul MTD Jul 1 - Jul 197월 1일~7월 19일 누계						vs Jun. Same Period Jun. 1 - Jun. 196월 1일~6월 19일 대비						KPI제품별 KPI
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	Target K USD	Prog.
D2C	W/M	4,793	183	11	5.3	479	0.23%	92,435	3,747	301	129.0	428	0.33%	↓6.8%	↓12.1%	↓38.9%	↓47.5%	↓14.0%	↓0.17pp	272.3	47.4%
D2C	REF	1,611	62	3	4.0	1,341	0.19%	29,206	1,072	57	57.7	1,012	0.20%	↓2.4%	↑9.5%	↓19.7%	↓29.7%	↓12.5%	↓0.04pp	73.4	78.5%
D2C	LTV	2,826	91	2	2.3	1,138	0.07%	58,452	1,965	90	88.2	980	0.15%	↓38.4%	↓26.7%	↓38.4%	↓43.5%	↓8.3%	0.00pp	169.5	52.0%
D2C	MNT	715	25	5	5.7	1,147	0.70%	17,270	718	50	42.4	848	0.29%	↓62.9%	↓64.1%	↓69.3%	↓64.8%	↑14.7%	↓0.06pp	64.4	65.8%
D2C	PC	30	0	0	0	0	0.00%	704	14	1	2.1	2,095	0.14%	↓54.1%	0%	-	-	-	↑0.14pp	4.5	46.4%
D2C	A/P	14	0	0	0	0	0.00%	2,609	12	1	0.2	250	0.04%	↓23.2%	↓81.0%	↓66.7%	↓66.7%	0%	↓0.05pp	3.4	7.4%
D2C	TTL	9,989	361	21	17.3	824	0.21%	200,676	7,528	500	319.6	639	0.25%	↓27.1%	↓24.7%	↓42.9%	↓47.2%	↓7.4%	↓0.07pp	587.6	54.4%
LG.COM	W/M	160	1	1	0.7	726	0.62%	11,223	59	14	14.3	1,022	0.12%	↑72.3%	↑126.9%	↑40.0%	↑40.2%	↑0.1%	↓0.03pp	53.1	26.9%
LG.COM	REF	44	1	0	0	0	0.00%	4,208	22	20	25.8	1,288	0.48%	↓18.9%	↑633.3%	↑81.8%	↑98.4%	↑9.1%	↑0.26pp	16.9	152.0%
LG.COM	LTV	47	0	0	0	0	0.00%	3,545	19	7	5.7	818	0.20%	↓65.0%	↑26.7%	↓65.0%	↓73.8%	↓25.1%	0.00pp	11.3	50.7%
LG.COM	MNT	95	1	1	0.5	517	1.05%	3,191	95	16	15.2	952	0.50%	↓60.4%	↓15.2%	↓36.0%	↓10.1%	↑40.4%	↑0.19pp	5.6	269.5%
LG.COM	PC	25	0	0	0	0	0.00%	514	6	1	2.1	2,095	0.19%	↓61.2%	↑20.0%	-	-	-	↑0.19pp	2.3	92.7%
LG.COM	A/P	4	0	0	0	0	0.00%	2,429	2	0	0	0	0.00%	↑734.7%	-	-	-	-	0.00pp	1.1	0%
LG.COM	TTL	375	3	2	1.2	622	0.53%	25,110	203	58	63.1	1,088	0.23%	↓20.3%	↑26.1%	↓12.1%	↑1.8%	↑15.9%	↑0.02pp	90.4	69.8%
JD	W/M	3,071	148	8	2.5	313	0.26%	60,186	3,125	269	99.7	371	0.45%	↓8.6%	↓16.5%	↓42.6%	↓55.8%	↓22.9%	↓0.26pp	151.4	65.8%
JD	REF	1,214	53	3	4.0	1,341	0.25%	19,804	893	37	31.9	862	0.19%	↓1.5%	↑0.2%	↓38.3%	↓53.8%	↓25.1%	↓0.11pp	22.6	141.1%
JD	LTV	2,167	72	2	2.3	1,138	0.09%	45,492	1,706	78	79.5	1,019	0.17%	↓37.8%	↓31.4%	↓33.3%	↓38.2%	↓7.3%	↑0.01pp	122.0	65.1%
JD	MNT	620	24	4	5.2	1,305	0.65%	14,078	623	34	27.2	799	0.24%	↓63.4%	↓67.0%	↓75.4%	↓73.8%	↑6.5%	↓0.12pp	53.1	51.1%
JD	PC	5	0	0	0	0	0.00%	190	8	0	0	0	0.00%	↓8.2%	↓11.1%	-	-	-	0.00pp	2.3	0%
JD	A/P	5	0	0	0	0	0.00%	130	9	1	0.2	250	0.77%	↓95.8%	↓85.7%	↓66.7%	↓66.7%	0%	↑0.67pp	1.1	22.1%
JD	TTL	7,082	297	17	14.0	825	0.24%	139,880	6,364	419	238.5	569	0.30%	↓30.4%	↓29.9%	↓46.8%	↓54.8%	↓15.1%	↓0.09pp	352.6	67.6%
TM	W/M	1,562	34	2	2.0	1,019	0.13%	21,026	563	18	15.0	833	0.09%	↓21.5%	↑13.3%	↑28.6%	↑51.1%	↑17.5%	↑0.03pp	67.8	22.1%
TM	REF	353	8	0	0	0	0.00%	5,194	157	0	0	0	0.00%	↑11.7%	↑84.7%	-	-	-	0.00pp	33.9	0%
TM	LTV	612	19	0	0	0	0.00%	9,415	240	5	3.0	596	0.05%	↓18.7%	↑33.3%	↓44.4%	↓46.5%	↓3.7%	↓0.02pp	36.2	8.2%
TM	MNT	0	0	0	0	0	0.00%	1	0	0	0	0	0.00%	-	-	-	-	-	0.00pp	5.6	0%
TM	PC	0	0	0	0	0	0.00%	0	0	0	0	0	0.00%	-	-	-	-	-	0.00pp	-	-
TM	A/P	5	0	0	0	0	0.00%	50	1	0	0	0	0.00%	-	-	-	-	-	0.00pp	1.1	0%
TM	TTL	2,532	61	2	2.0	1,019	0.08%	35,686	961	23	18.0	782	0.06%	↓17.1%	↑26.1%	0%	↑16.0%	↑16.0%	↑0.01pp	144.6	12.4%

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 19 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 19일 Net GMV입니다.

全产品 SKU 实绩详细전 제품 SKU 실적 상세

Unit: RMB / 단위: RMB(7/16 Daily · 07/01-07/16 MTD · vs 06/01-06/16 · Showing 78 models with sales) (7/16 당일 · 07/01-07/16 누계 · 대비 06/01-06/16 · 판매 발생 78개 모델)

Product	Model	专供 전용	7/19 Daily7/19 당일						Jul MTD Jul 1 - Jul 197월 1일~7월 19일 누계						Jun. MTD Jun. 1 - Jun. 196월 1일~6월 19일 누계						vs Jun. Same Period Jun. 1 - Jun. 196월 1일~6월 19일 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	349	17	6	12,268	2,045	1.7%	6,665	365	75	142,662	1,902	1.1%	6,675	396	85	153,849	1,810	1.3%	↓0.1%	↓7.8%	↓11.8%	↓7.3%	↑5.1%	↓0.2pp
WM	FCY90N2W	-	409	19	0	-	0	0%	7,731	352	64	100,735	1,574	0.8%	8,287	475	89	125,125	1,406	1.1%	↓6.7%	↓25.9%	↓28.1%	↓19.5%	↑12.0%	↓0.3pp
WM	FCY10Y4M	O	427	10	0	610	0	0%	7,215	300	55	88,958	1,617	0.8%	11,136	338	51	86,014	1,686	0.5%	↓35.2%	↓11.2%	↑7.8%	↑3.4%	↓4.1%	↑0.3pp
WM	S3GHM	O	329	23	1	10,999	10,999	0.3%	7,433	249	7	65,795	9,399	0.1%	7,130	265	16	144,445	9,028	0.2%	↑4.2%	↓6.0%	↓56.2%	↓54.4%	↑4.1%	↓0.1pp
WM	SC5GMR80H	-	224	15	0	-	0	0%	3,335	203	3	57,382	19,127	0.1%	3,355	117	4	71,557	17,889	0.1%	↓0.6%	↑73.5%	↓25.0%	↓19.8%	↑6.9%	0.0pp
WM	SC5MBR80H	O	611	12	0	-	0	0%	8,526	264	3	54,812	18,271	0.0%	7,375	164	4	71,913	17,978	0.1%	↑15.6%	↑61.0%	↓25.0%	↓23.8%	↑1.6%	↓0.1pp
WM	FCY90M2P	-	137	7	1	2,888	2,888	0.7%	2,342	203	27	51,512	1,908	1.2%	3,161	328	77	137,288	1,783	2.4%	↓25.9%	↓38.1%	↓64.9%	↓62.5%	↑7.0%	↓1.2pp
WM	FCW12D4WA	-	41	1	1	50	50	2.4%	856	52	10	38,333	3,833	1.2%	1,261	97	9	29,553	3,284	0.7%	↓32.1%	↓46.4%	↑11.1%	↑29.7%	↑16.7%	↑0.5pp
WM	S3IF	-	42	2	0	-	0	0%	1,066	49	4	37,181	9,295	0.4%	1,138	64	11	95,332	8,666	1.0%	↓6.3%	↓23.4%	↓63.6%	↓61.0%	↑7.3%	↓0.6pp
WM	FCY10Y4M+RH10V3MVTW	O	832	11	0	-	0	0%	13,634	312	6	35,841	5,974	0.0%	13,735	317	15	87,079	5,805	0.1%	↓0.7%	↓1.6%	↓60.0%	↓58.8%	↑2.9%	↓0.1pp
WM	FA12CA2C+RH10X75V2N	-	313	13	0	-	0	0%	4,576	193	2	26,673	13,336	0.0%	4,385	255	10	103,117	10,312	0.2%	↑4.4%	↓24.3%	↓80.0%	↓74.1%	↑29.3%	↓0.2pp
WM	FA12CA2C	-	40	3	1	4,939	4,939	2.5%	805	35	4	22,616	5,654	0.5%	1,150	47	2	6,271	3,136	0.2%	↓30.0%	↓25.5%	↑100.0%	↑260.6%	↑80.3%	↑0.3pp
WM	RH10V9PV2WR	-	15	2	0	-	0	0%	347	23	4	22,109	5,527	1.2%	215	12	0	-	0	0%	↑61.4%	↑91.7%	-	-	-	↑1.2pp
WM	FH12X9WCA	-	15	1	0	-	0	0%	538	29	3	20,748	6,916	0.6%	57	2	0	-	0	0%	↑843.9%	↑1350.0%	-	-	-	↑0.6pp
WM	SC5MSR40	-	91	7	0	-	0	0%	2,603	130	1	18,399	18,399	0.0%	4,804	71	0	-400	0	0%	↓45.8%	↑83.1%	-	↓4699.8%	-	0.0pp
WM	FMY10Y4PF	O	31	1	0	-	0	0%	1,273	54	9	14,319	1,591	0.7%	2,720	91	6	11,535	1,922	0.2%	↓53.2%	↓40.7%	↑50.0%	↑24.1%	↓17.2%	↑0.5pp
WM	WT1310BGA	-	27	0	0	-	0	0%	3,180	21	1	11,684	11,684	0.0%	1,415	55	2	24,698	12,349	0.1%	↑124.7%	↓61.8%	↓50.0%	↓52.7%	↓5.4%	↓0.1pp
WM	FCW12Y4PA	-	13	1	1	4,082	4,082	7.7%	349	20	4	11,616	2,904	1.1%	680	40	13	29,985	2,306	1.9%	↓48.7%	↓50.0%	↓69.2%	↓61.3%	↑25.9%	↓0.8pp
WM	FCW12Y4WA	-	75	2	0	-	0	0%	1,465	52	5	10,755	2,151	0.3%	1,416	122	21	52,704	2,510	1.5%	↑3.5%	↓57.4%	↓76.2%	↓79.6%	↓14.3%	↓1.2pp
WM	FW12X4WC2	-	26	1	0	-	0	0%	736	13	3	10,309	3,436	0.4%	0	0	0	-	0	0%	-	-	-	-	-	↑0.4pp
WM	FN23WQH	-	35	3	0	-	0	0%	945	50	1	9,899	9,899	0.1%	503	49	4	43,215	10,804	0.8%	↑87.9%	↑2.0%	↓75.0%	↓77.1%	↓8.4%	↓0.7pp
WM	DH12X4WC2	-	5	0	0	-	0	0%	197	9	1	6,969	6,969	0.5%	0	0	0	-	0	0%	-	-	-	-	-	↑0.5pp
WM	FMY10Y4PF+RH10V3PV8WS	-	136	3	0	-	0	0%	3,122	130	1	6,599	6,599	0.0%	1,651	65	3	19,196	6,399	0.2%	↑89.1%	↑100.0%	↓66.7%	↓65.6%	↑3.1%	↓0.2pp
WM	RH10X75V2N	-	6	0	0	-	0	0%	150	14	1	5,760	5,760	0.7%	230	17	0	-	0	0%	↓34.8%	↓17.6%	-	-	-	↑0.7pp
WM	FCW10Y4PA	-	17	0	0	-	0	0%	597	32	2	4,757	2,378	0.3%	767	51	13	26,356	2,027	1.7%	↓22.2%	↓37.3%	↓84.6%	↓82.0%	↑17.3%	↓1.4pp
WM	FCK12D2CE	-	1	0	0	-	0	0%	20	1	1	4,445	4,445	5.0%	15	3	0	-	0	0%	↑33.3%	↓66.7%	-	-	-	↑5.0pp
WM	FCV13G4W	-	26	3	0	-	0	0%	502	39	1	4,164	4,164	0.2%	831	66	7	29,666	4,238	0.8%	↓39.6%	↓40.9%	↓85.7%	↓86.0%	↓1.7%	↓0.6pp
WM	FN23BQH	-	131	1	0	-	0	0%	2,790	97	1	1,434	1,434	0.0%	1,537	50	7	63,576	9,082	0.5%	↑81.5%	↑94.0%	↓85.7%	↓97.7%	↓84.2%	↓0.5pp
WM	FMW10Y4WA	-	56	3	0	-	0	0%	1,186	74	3	492	164	0.3%	1,234	85	3	5,419	1,806	0.2%	↓3.9%	↓12.9%	0%	↓90.9%	↓90.9%	↑0.1pp
Ref	F544MMB95D	-	87	4	0	-	0	0%	3,900	68	6	60,889	10,148	0.2%	5,004	122	7	82,551	11,793	0.1%	↓22.1%	↓44.3%	↓14.3%	↓26.2%	↓13.9%	↑0.1pp
Ref	F664MEH95D	-	33	1	0	-	0	0%	573	33	4	50,384	12,596	0.7%	1,009	42	2	33,148	16,574	0.2%	↓43.2%	↓21.4%	↑100.0%	↑52.0%	↓24.0%	↑0.5pp
Ref	F544MEH62D	-	507	18	0	-	0	0%	7,681	263	8	49,157	6,145	0.1%	2,131	130	21	145,552	6,931	1.0%	↑260.4%	↑102.3%	↓61.9%	↓66.2%	↓11.3%	↓0.9pp
Ref	S674MPY11D	-	4	0	0	-	0	0%	2,050	102	13	46,366	3,567	0.6%	1,917	85	9	39,294	4,366	0.5%	↑6.9%	↑20.0%	↑44.4%	↑18.0%	↓18.3%	↑0.1pp
Ref	S674MEG11D	-	334	13	2	9,355	4,678	0.6%	3,692	166	10	40,172	4,017	0.3%	5,626	157	9	38,324	4,258	0.2%	↓34.4%	↑5.7%	↑11.1%	↑4.8%	↓5.7%	↑0.1pp
Ref	F664MPY88D	-	67	5	1	17,999	17,999	1.5%	1,147	68	2	31,792	15,896	0.2%	1,363	37	2	31,792	15,896	0.1%	↓15.8%	↑83.8%	0%	0%	0%	↑0.1pp
Ref	S653MWW87D	-	262	11	0	-	0	0%	3,521	135	3	29,494	9,831	0.1%	2,808	73	1	9,648	9,648	0.0%	↑25.4%	↑84.9%	↑200.0%	↑205.7%	↑1.9%	↑0.1pp
Ref	F544MEP62D	-	110	3	0	-	0	0%	2,023	77	4	27,632	6,908	0.2%	2,013	43	0	-1,100	0	0%	↑0.5%	↑79.1%	-	↓2612.0%	-	↑0.2pp
Ref	F544MEH85D	-	175	6	0	-	0	0%	2,610	93	3	26,700	8,900	0.1%	2,899	144	12	100,049	8,337	0.4%	↓10.0%	↓35.4%	↓75.0%	↓73.3%	↑6.7%	↓0.3pp
Ref	S653MPY33D	-	8	0	0	-	0	0%	1,397	35	3	19,633	6,544	0.2%	1,701	37	2	15,343	7,672	0.1%	↓17.9%	↓5.4%	↑50.0%	↑28.0%	↓14.7%	↑0.1pp
Ref	S653MEP87D	-	11	1	0	-	0	0%	330	21	1	9,899	9,899	0.3%	2,093	64	5	47,392	9,478	0.2%	↓84.2%	↓67.2%	↓80.0%	↓79.1%	↑4.4%	↑0.1pp
TV	OLED55G6PCA	-	157	7	1	10,989	10,989	0.6%	2,436	73	10	107,960	10,796	0.4%	4,712	151	8	75,530	9,441	0.2%	↓48.3%	↓51.7%	↑25.0%	↑42.9%	↑14.3%	↑0.2pp
TV	65QNED85BCA	-	143	4	0	-	0	0%	3,019	97	21	106,460	5,070	0.7%	4,808	150	9	45,415	5,046	0.2%	↓37.2%	↓35.3%	↑133.3%	↑134.4%	↑0.5%	↑0.5pp
TV	OLED77C6PCA	-	80	1	0	-	0	0%	1,534	53	6	98,805	16,468	0.4%	1,803	57	-2	-76,626	0	-0.1%	↓14.9%	↓7.0%	↓400.0%	↓228.9%	-	↑0.5pp
TV	65QNED82BCA	O	716	21	1	4,489	4,489	0.1%	12,240	312	17	66,250	3,897	0.1%	14,525	308	18	75,513	4,195	0.1%	↓15.7%	↑1.3%	↓5.6%	↓12.3%	↓7.1%	0.0pp
TV	OLED83C6PCA	-	102	2	0	-	0	0%	1,593	59	2	56,998	28,499	0.1%	3,799	162	7	202,493	28,928	0.2%	↓58.1%	↓63.6%	↓71.4%	↓71.9%	↓1.5%	↓0.1pp
TV	OLED55C6PCA	-	25	0	0	-	0	0%	2,275	81	7	47,276	6,754	0.3%	2,972	115	11	63,169	5,743	0.4%	↓23.5%	↓29.6%	↓36.4%	↓25.2%	↑17.6%	↓0.1pp
TV	OLED65B6PCA	-	18	0	0	-	0	0%	393	12	4	43,476	10,869	1.0%	53	0	0	-	0	0%	↑641.5%	-	-	-	-	↑1.0pp
TV	75QNED82BCA	O	182	5	0	-	0	0%	4,206	134	8	39,946	4,993	0.2%	6,548	197	18	95,034	5,280	0.3%	↓35.8%	↓32.0%	↓55.6%	↓58.0%	↓5.4%	↓0.1pp
TV	OLED48C6PCA	-	135	3	0	-	0	0%	3,050	82	3	19,892	6,631	0.1%	6,629	145	10	68,662	6,866	0.2%	↓54.0%	↓43.4%	↓70.0%	↓71.0%	↓3.4%	↓0.1pp
TV	86QNED85BCA	-	73	2	0	-	0	0%	1,528	74	2	17,242	8,621	0.1%	4,100	94	4	31,997	7,999	0.1%	↓62.7%	↓21.3%	↓50.0%	↓46.1%	↑7.8%	0.0pp
TV	OLED77B6PCA	-	25	0	0	-	0	0%	470	13	1	15,999	15,999	0.2%	1,020	23	0	-	0	0%	↓53.9%	↓43.5%	-	-	-	↑0.2pp
TV	85QNED82BCA	O	199	10	0	-	0	0%	4,751	157	2	15,998	7,999	0.0%	7,084	158	10	77,535	7,754	0.1%	↓32.9%	↓0.6%	↓80.0%	↓79.4%	↑3.2%	↓0.1pp
TV	OLED65C6PCA	-	159	3	0	-	0	0%	3,024	73	1	13,999	13,999	0.0%	2,981	99	4	57,496	14,374	0.1%	↑1.4%	↓26.3%	↓75.0%	↓75.7%	↓2.6%	↓0.1pp
TV	86MRGB86BCA	-	63	5	0	-	0	0%	1,256	50	2	13,724	6,862	0.2%	952	9	0	-	0	0%	↑31.9%	↑455.6%	-	-	-	↑0.2pp
TV	65MRGB86BCA	-	68	1	0	-	0	0%	1,387	22	2	12,752	6,376	0.1%	1,078	18	5	30,825	6,165	0.5%	↑28.7%	↑22.2%	↓60.0%	↓58.6%	↑3.4%	↓0.4pp
TV	75MRGB86BCA	-	45	3	0	-	0	0%	704	28	1	8,506	8,506	0.1%	802	11	1	7,599	7,599	0.1%	↓12.2%	↑154.5%	0%	↑11.9%	↑11.9%	0.0pp
TV	OLED42C6PCA	-	147	6	0	-	0	0%	2,845	111	1	6,123	6,123	0.0%	6,168	199	-1	-5,439	0	-0.0%	↓53.9%	↓44.2%	↓200.0%	↓212.6%	-	0.0pp
TV	75QNED85ACA	-	2	0	0	-	0	0%	84	3	1	5,035	5,035	1.2%	783	0	7	35,010	5,001	0.9%	↓89.3%	-	↓85.7%	↓85.6%	↑0.7%	↑0.3pp
TV	75QNED85BCA	-	95	4	0	-	0	0%	2,224	83	0	34	0	0%	2,452	76	6	44,580	7,430	0.2%	↓9.3%	↑9.2%	↓100.0%	↓99.9%	↓100.0%	↓0.2pp
MNT	39GX950B-B	-	32	0	0	-	0	0%	1,355	70	10	122,990	12,299	0.7%	2,040	78	5	61,895	12,379	0.2%	↓33.6%	↓10.3%	↑100.0%	↑98.7%	↓0.6%	↑0.5pp
MNT	32GX850A-B	O	238	11	0	-	0	0%	4,189	186	6	29,994	4,999	0.1%	7,838	344	28	131,537	4,698	0.4%	↓46.6%	↓45.9%	↓78.6%	↓77.2%	↑6.4%	↓0.3pp
MNT	27GM950B-B	-	32	0	3	26,997	8,999	9.4%	660	28	3	26,997	8,999	0.5%	6,136	386	14	125,986	8,999	0.2%	↓89.2%	↓92.7%	↓78.6%	↓78.6%	0%	↑0.3pp
MNT	32GX870B-B	-	21	2	1	8,499	8,499	4.8%	1,532	60	3	25,072	8,357	0.2%	4,289	231	18	152,174	8,454	0.4%	↓64.3%	↓74.0%	↓83.3%	↓83.5%	↓1.1%	↓0.2pp
MNT	40U990A-W	-	8	0	0	-	0	0%	352	9	2	23,398	11,699	0.6%	827	11	2	23,198	11,599	0.2%	↓57.4%	↓18.2%	0%	↑0.9%	↑0.9%	↑0.4pp
MNT	27GX700A-B	-	33	2	1	3,514	3,514	3.0%	603	22	5	18,035	3,607	0.8%	1,586	44	4	12,905	3,226	0.3%	↓62.0%	↓50.0%	↑25.0%	↑39.8%	↑11.8%	↑0.5pp
MNT	45GX950A-B	-	22	1	0	-	0	0%	390	5	1	13,999	13,999	0.3%	1,015	21	0	-	0	0%	↓61.6%	↓76.2%	-	-	-	↑0.3pp
MNT	PU615U	O	12	0	0	-	0	0%	322	5	2	13,998	6,999	0.6%	506	7	3	19,467	6,489	0.6%	↓36.4%	↓28.6%	↓33.3%	↓28.1%	↑7.9%	0.0pp
MNT	27GX704A-B	-	3	0	0	-	0	0%	98	6	3	7,122	2,374	3.1%	222	13	1	2,124	2,124	0.5%	↓55.9%	↓53.8%	↑200.0%	↑235.3%	↑11.8%	↑2.6pp
MNT	27U730A-B	-	14	0	0	-	0	0%	347	16	4	6,396	1,599	1.2%	292	21	5	7,947	1,589	1.7%	↑18.8%	↓23.8%	↓20.0%	↓19.5%	↑0.6%	↓0.5pp
MNT	24G411B-B	-	35	1	0	-	0	0%	999	40	6	3,861	644	0.6%	997	48	15	9,703	647	1.5%	↑0.2%	↓16.7%	↓60.0%	↓60.2%	↓0.5%	↓0.9pp
MNT	32UQ850V-W	-	2	0	0	-	0	0%	134	7	1	3,134	3,134	0.7%	355	18	1	3,199	3,199	0.3%	↓62.3%	↓61.1%	0%	↓2.0%	↓2.0%	↑0.4pp
MNT	27UQ850V-W	-	8	0	0	-	0	0%	474	28	1	2,999	2,999	0.2%	935	50	4	10,888	2,722	0.4%	↓49.3%	↓44.0%	↓75.0%	↓72.5%	↑10.2%	↓0.2pp
MNT	27G610A-B	-	56	0	0	-	0	0%	563	24	2	2,398	1,199	0.4%	634	29	2	2,198	1,099	0.3%	↓11.2%	↓17.2%	0%	↑9.1%	↑9.1%	↑0.1pp
MNT	34U601B-B	-	3	0	0	-	0	0%	126	2	1	1,599	1,599	0.8%	92	3	0	-	0	0%	↑37.0%	↓33.3%	-	-	-	↑0.8pp
MNT	27G411B-B	-	2	0	0	-	0	0%	592	10	1	799	799	0.2%	1,746	42	9	7,131	792	0.5%	↓66.1%	↓76.2%	↓88.9%	↓88.8%	↑0.8%	↓0.3pp
MNT	27G850A-B	-	23	0	0	-	0	0%	683	28	0	475	0	0%	4,124	197	19	56,381	2,967	0.5%	↓83.4%	↓85.8%	↓100.0%	↓99.2%	↓100.0%	↓0.5pp
PC	16Z90U-K.ALB9C	-	6	0	0	-	0	0%	133	2	1	14,249	14,249	0.8%	349	0	0	-	0	0%	↓61.9%	-	-	-	-	↑0.8pp
A/P	AS60GHWZ0	O	14	0	0	-	0	0%	2,609	12	1	1,699	1,699	0.0%	3,396	63	3	5,097	1,699	0.1%	↓23.2%	↓81.0%	↓66.7%	↓66.7%	0%	↓0.1pp
etc	DK2A	-	0	0	0	-	0	0%	0	0	1	200	200	0%	0	0	0	-	0	0%	-	-	-	-	-	0.0pp
etc	DK1W	-	1	0	0	-	0	0%	11	1	1	190	190	9.1%	1	0	0	-	0	0%	↑1000.0%	-	-	-	-	↑9.1pp

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 (07/01-07/19) vs 前月同期 (06/01-06/19) · Unit: K RMB / 단위: K RMB

Product	Model	Jul MTD Jul 1 - Jul 197월 1일~7월 19일 누계			Jun. MTD Jun. 1 - Jun. 196월 1일~6월 19일 누계			vs Jun. Same Period Jun. 1 - Jun. 196월 1일~6월 19일 대비
Product	Model	LG.COM	JD	TM	LG.COM	JD	TM	LG.COM	JD	TM
W/M	FCY10R4M	2	134	6	-	151	2	NEW	↓11.4%	↑148.0%
	FCY90N2W	-	98	2	-	125	-	-	↓21.3%	NEW
	FCY10Y4M	-	74	15	6	71	9	-	↑4.5%	↑61.7%
	S3GHM	-	55	11	-	117	27	-	↓53.3%	↓59.3%
	SC5GMR80H	17	40	-	-	72	-	NEW	↓44.1%	-
	SC5MBR80H	17	38	-	17	55	-	0.0%	↓31.0%	-
	FCY90M2P	-	48	3	-	137	-	-	↓64.8%	NEW
	FCW12D4WA	11	27	-	-	30	-	NEW	↓8.8%	-
	S3IF	-	37	-	10	86	-	-	↓56.6%	-
	FCY10Y4M+RH10V3MVTW	-	13	23	-	87	-	-	↓85.2%	NEW
REF	F544MMB95D	48	13	-	19	63	-	↑150.0%	↓79.7%	-
	F664MEH95D	50	-	-	-	33	-	NEW	-	-
	F544MEH62D	20	30	-	39	106	-	↓50.1%	↓72.2%	-
	S674MPY11D	4	42	-	-	39	-	NEW	↑7.4%	-
	S674MEG11D	-	40	-	-	38	-	-	↑5.0%	-
	F664MPY88D	14	18	-	14	18	-	0.0%	0.0%	-
	S653MWW87D	-	30	-	-	10	-	-	↑207.3%	-
	F544MEP62D	20	8	-	-	-	-	NEW	NEW	-
	F544MEH85D	-	27	-	-	100	-	-	↓73.3%	-
	S653MPY33D	20	-	-	6	9	-	↑201.5%	-	-
LTV	OLED55G6PCA	-	108	-	-	76	-	-	↑43.0%	-
	65QNED85BCA	14	92	-	-	45	-	NEW	↑102.6%	-
	OLED77C6PCA	-	99	-	-	-	-	-	NEW	-
	65QNED82BCA	-	54	12	4	58	14	-	↓7.2%	↓9.6%
	OLED83C6PCA	-	57	-	-	202	-	-	↓71.9%	-
	OLED55C6PCA	-	47	-	-	63	-	-	↓25.2%	-
	OLED65B6PCA	-	44	-	-	-	-	-	NEW	-
	75QNED82BCA	10	30	-	-	89	6	NEW	↓66.6%	-
	OLED48C6PCA	-	20	-	-	69	-	-	↓71.0%	-
	86QNED85BCA	9	-	8	-	32	-	NEW	-	NEW
MNT	39GX950B-B	45	78	-	10	52	-	↑354.5%	↑50.0%	-
	32GX850A-B	-	30	-	45	86	-	-	↓65.3%	-
	27GM950B-B	-	27	-	-	126	-	-	↓78.6%	-
	32GX870B-B	25	-	-	16	136	-	↑55.9%	-	-
	40U990A-W	11	12	-	11	12	-	0.0%	↑1.7%	-
	27GX700A-B	11	7	-	7	6	-	↑62.1%	↑15.9%	-
	45GX950A-B	-	14	-	-	-	-	-	NEW	-
	PU615U	-	14	-	6	13	-	-	↑6.1%	-
	27GX704A-B	7	-	-	-	2	-	NEW	-	-
	27U730A-B	-	6	-	-	8	-	-	↓19.0%	-
PC	16Z90U-K.ALB9C	14	-	-	-	-	-	NEW	-	-
	14Z90S-G.AL55C	-	-	-	-	-	-	-	-	-
	16Z90TP-G.AL87C	-	-	-	-	-	-	-	-	-
	16Z90TR-E.AL88C	-	-	-	-	-	-	-	-	-
	16Z90U-G.AL87C	-	-	-	-	-	-	-	-	-
	16Z90U-G.AL88C	-	-	-	-	-	-	-	-	-
	16Z90U-K.ALB7C	-	-	-	-	-	-	-	-	-
	16Z90U-K.ALB8C	-	-	-	-	-	-	-	-	-
	17Z90TR-E.AL88C	-	-	-	-	-	-	-	-	-
	17Z90U-G.AL87C	-	-	-	-	-	-	-	-	-
A/P	AS60GHWZ0	-	2	-	-	5	-	-	↓66.7%	-

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.【达成态势】MTD累计 319.6 K USD，目标 588.0 K USD，达成率 54.4%，落后时间进度 61.3% 约 6.9pp。今日 17.3 K USD。对比上月同期 604.9 K USD 下降 47.2%。按日均 16.8 K USD 推算，7月末约 520.8 K USD（达成率 88.6%），剩余 12 天须加速追赶。[달성 현황] MTD 누적 319.6K USD, 목표 588.0K USD, 달성률 54.4%로 경과율 61.3% 대비 6.9pp 부족. 금일 17.3K USD. 전월 동기(6/1-6/19) 604.9K USD 대비 47.2% 하락. 일평균 16.8K USD 기준 7월말 약 520.8K USD(예상 달성률 88.6%) 전망, 잔여 12일 가속 필요.

2.【渠道结构】JD 占 74.6% GMV（238.5 K USD），达成率 67.6%，是绝对核心。LG.COM 达成率 69.9%（63.2 K USD，占 19.8%），今日仅 1.2 K USD 偏弱。TM 新店达成率 12.4%（18.0 K USD，占 5.6%），日均 UV 1,878、CVR 0.06、加购约 50/日，处爬坡期，宜扩品与优化搜索排名。[채널 구조] JD가 GMV 74.6%(238.5K USD) 차지, 달성률 67.6%로 핵심 채널. LG.COM 달성률 69.9%(63.2K USD, 19.8%), 금일 1.2K USD로 부진. TM 신규 스토어 달성률 12.4%(18.0K USD, 5.6%), 일평균 UV 1,878·CVR 0.06·장바구니 약 50/일로 램프업 단계, 품목 확대 및 검색 순위 최적화 필요.

3.【增长亮点】正向增长集中在 LG.COM 与 TM：LG.COM 冰箱 Ref ↑98.4%（25.8 vs 13.0 K USD），洗衣机 WM ↑40.2%（14.3 vs 10.2 K USD）且 UV ↑72.3%；TM 洗衣机 WM ↑51.1%（15.0 vs 9.9 K USD），TM 整体 ↑16.0%。LG.COM 整体仅微增 1.8%，增长由 Ref/WM 拉动，宜复制至 TV 等短板。[성장 하이라이트] 전월 동기 대비 성장은 LG.COM·TM에 집중. LG.COM 냉장고 Ref ↑98.4%(25.8 vs 13.0K USD), 세탁기 WM ↑40.2%(14.3 vs 10.2K USD)에 UV ↑72.3% 동반. TM 세탁기 WM ↑51.1%(15.0 vs 9.9K USD), TM 전체 ↑16.0%. LG.COM 전체는 +1.8%에 그쳐 Ref·WM 중심 성장이며 TV 등 부진 품목으로 전파 필요.

4.【下降预警】全品类对比上月同期普降。A/P 降幅最大 ↓66.7%（基数仅 0.2 K USD），MNT ↓64.8%（42.4 vs 120.5 K USD，缩水 78.1 K）。绝对拖累最大为 WM ↓47.5%（129.0 vs 245.5 K USD，少 116.5 K）。TV ↓43.5%、Ref ↓29.7% 亦降。建议排查 MNT/A/P 的 listing 质量、库存与竞品节奏。[하락 경보] 전 품목이 전월 동기 대비 하락. A/P 최대 ↓66.7%(기저 0.2K USD), MNT ↓64.8%(42.4 vs 120.5K USD, 78.1K 축소). 절대적 하락 견인은 WM ↓47.5%(129.0 vs 245.5K USD, 116.5K 감소). TV ↓43.5%·Ref ↓29.7%도 하락. MNT/A/P의 리스팅 품질·재고·경쟁사 동향 점검 권장.

5.【流量效率】整体 UV 200,676、GMV 319.6 K USD，对比上月同期 UV ↓27.1%、GMV ↓47.2%，GMV 降幅大于 UV，转化承压。CVR 由 0.32 降至 0.25（-0.07pp），ASP 由 690.5 降至 639.2。高 ASP 产品（PC 2,095.4、Ref 1,011.7、TV 979.9）转化漏斗须重点优化详情页与客单价。[트래픽 효율] 전체 UV 200,676·GMV 319.6K USD, 전월 동기 대비 UV ↓27.1%·GMV ↓47.2%로 GMV 하락이 UV를 상회, 전환 부진. CVR 0.32→0.25(-0.07pp), ASP 690.5→639.2 하락. 고ASP 제품(PC 2,095.4·Ref 1,011.7·TV 979.9) 전환 퍼널은 상세페이지·객단가 전략으로 집중 개선 필요.

6.【专供分析】专供型号共 12 个，占在售 SKU 80 个的 15.0%，却贡献 24.8% GMV（570,272 RMB），效率高于均值。MTD 第一的 FCY10R4M 即为专供（O 标识）。建议强化 LG.COM 专供页面与促销倾斜，并监控 JD 平台专供竞争，避免单点依赖。[전용 모델 분석] 전용 모델 총 12개로 판매 SKU 80개의 15.0%이나 GMV 24.8%(570,272 RMB) 기여, 평균 대비 효율 우수. MTD 1위 FCY10R4M도 전용(O 표기). LG.COM 전용 페이지·프로모션 리소스 강화와 JD 플랫폼 전용품 경쟁 모니터링으로 단일 의존 리스크 완화 권장.

7.【型号级别】MTD GMV TOP3：FCY10R4M 142,662 RMB（WM，UV 6,665）、39GX950B-B 122,990 RMB（MNT）、OLED55G6PCA 107,960 RMB（TV）。转化洼地为高 UV 低 CVR 型号：FCY10Y4M+RH10V3MVTW UV 13,634 但 CVR 0.0%、SC5MBR80H UV 8,526 但 CVR 0.0%，流量大却未转化，宜优化页面、价格与套装。[모델 레벨] MTD GMV TOP3: FCY10R4M 142,662 RMB(WM, UV 6,665), 39GX950B-B 122,990 RMB(MNT), OLED55G6PCA 107,960 RMB(TV). 전환 부진(고UV·저CVR) 모델: FCY10Y4M+RH10V3MVTW UV 13,634이나 CVR 0.0%, SC5MBR80H UV 8,526이나 CVR 0.0%로 트래픽은 크나 미전환, 페이지·가격·세트 조합 최적화 필요.

8.【Model Performance】分品类 MTD 冠军：WM FCY10R4M 142.7 K RMB、TV OLED55G6PCA 108.0 K、MNT 39GX950B-B 123.0 K、Ref F544MMB95D 60.9 K。最佳实践：WM 专供 FCY10R4M 在 LG.COM 环比 ↑40.2% 且 UV ↑72.3%，验证专供+内容引流打法，建议向 TV/MNT 复用该组合提升转化。[모델 퍼포먼스] 품목별 MTD 1위: WM FCY10R4M 142.7K RMB, TV OLED55G6PCA 108.0K, MNT 39GX950B-B 123.0K, Ref F544MMB95D 60.9K. Best Practice: WM 전용 FCY10R4M이 LG.COM에서 전월 동기 대비 ↑40.2%·UV ↑72.3%로 전용+콘텐츠 유입 효과 입증, TV/MNT로 동 조합 전파해 전환 제고 권장.

9.【集中度陷阱警示】TV 品类触发集中度陷阱：TOP10 型号环比 +3.4 K，但品类总量由 156.0 降至 88.2 K（-67.8 K），长尾塌方 -71.2 K。头部微增掩盖中长尾塌陷，单点依赖风险上升。建议补长尾型号、套餐组合与搜索词覆盖，降低对少数头部型号的依赖。[집중도 함정 경보] TV 카테고리 집중도 함정 발동: TOP10 모델 전월 동기 대비 +3.4K이나 품목 총량은 156.0→88.2K(-67.8K), 중하위 -71.2K 붕괴. 상위 미증분이 중하위 축소를 은폐, 단일 의존 리스크 상승. 중하위 모델·세트 조합·검색 키워드 커버리지 보완으로 소수 상위 모델 의존 완화 권장.

10.【综合建议/展望】综合：MTD 达成率 54.4% 落后时间进度，后 12 天须重点追赶。建议一：把 LG.COM 专供+内容引流打法复制至 TV/MNT，缓解 TV 集中度陷阱与 MNT 下滑。建议二：攻坚转化洼地型号与高 ASP 详情页，前置 TP 节奏，力争月末预估达成率 88.6% 以上。[종합 제언/전망] 종합: MTD 달성률 54.4%로 경과율 미달, 잔여 12일 집중 추진 필요. 제언1: LG.COM 전용+콘텐츠 유입 조합을 TV/MNT로 전파, TV 집중도 함정 및 MNT 하락 완화. 제언2: 전환 부진 모델·고ASP 상세페이지 개선과 TP 일정 전진으로 7월말 예상 달성률 88.6% 이상 달성 추진.