LGECH D2C Daily Report

업데이트: 2026-08-12

Channel × Product Performance · Period 08/01 - 08/11 · Unit: K USD · Rate: ¥6.78/USD · Net GMV = GMV - Cancel

Today Net GMV당일 Net GMV (2026-08-11 당일)8.7 K USD

MTD Net GMV월 누계 Net GMV (08/01 - 08/11)216.4 K USD

Net GMV Target AchievementGMV 목표 달성률35.5%216.4 / 610 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.COM80Net GMV K USDProg.

61.6%

Retail JD137Net GMV K USDProg.

32.0%

Retail TM-1Net GMV K USDProg.

-1.1%

W/M125

前月同期 80 K USD전월 동기

↑56.2%

REF21

前月同期 32 K USD전월 동기

↓35.1%

LTV50

前月同期 58 K USD전월 동기

↓13.2%

MNT22

前月同期 28 K USD전월 동기

↓19.8%

PC-2

前月同期 2 K USD전월 동기

↓204.7%

A/P0

前月同期 0 K USD전월 동기

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

8/11 Daily · Aug MTD · vs Jul. Same Period · Net GMV Unit: K USD · ASP Unit: USD/EA 8/11 당일 · 8월 누계 · 7월 동기 대비 · GMV 단위: K USD · ASP 단위: USD/EA

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

Channel 채널	Product 제품	8/11 Daily8/11 당일						Aug MTD Aug 1 - Aug 118월 1일~8월 11일 누계						vs Jul. Same Period Jul. 1 - Jul. 117월 1일~7월 11일 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	4,592	174	15	5.2	349	0.33%	54,224	1,239	220	125.4	570	0.41%	↓2.5%	↓44.6%	↑25.7%	↑56.2%	↑24.2%	↑0.09pp	237.1	52.9%
D2C	REF	1,531	43	0	0	0	0.00%	18,833	361	22	21.0	954	0.12%	↑17.8%	↓39.4%	↓31.2%	↓35.1%	↓5.7%	↓0.08pp	72.1	29.1%
D2C	LTV	2,982	99	1	1.1	1,094	0.03%	43,624	690	38	49.9	1,314	0.09%	↑26.1%	↓38.8%	↓34.5%	↓13.2%	↑32.5%	↓0.08pp	237.7	21.0%
D2C	MNT	1,314	40	4	2.4	592	0.30%	15,354	251	43	22.1	513	0.28%	↑47.9%	↓42.6%	↑22.9%	↓19.8%	↓34.7%	↓0.06pp	58.2	37.9%
D2C	PC	39	2	0	0	0	0.00%	821	4	-1	-2.2	0	-0.12%	↑64.9%	↓60.0%	↓200.0%	↓204.7%	↓100.0%	↓0.32pp	4.4	-49.6%
D2C	A/P	327	5	0	0	0	0.00%	1,640	23	1	0.3	251	0.06%	↑58.5%	↑187.5%	0%	0%	0%	↓0.04pp	0.6	44.3%
D2C	TTL	10,785	363	20	8.7	434	0.19%	134,496	2,568	323	216.4	670	0.24%	↑13.9%	↓41.8%	↑7.0%	↑8.2%	↑1.2%	↓0.02pp	610.1	35.5%
LG.COM	W/M	659	1	1	0.7	714	0.15%	9,578	74	74	59.4	802	0.77%	↑32.1%	↑80.5%	↑516.7%	↑348.8%	↓27.2%	↑0.61pp	58.4	101.6%
LG.COM	REF	292	1	0	0	0	0.00%	2,733	3	8	10.9	1,357	0.29%	↑13.8%	↓76.9%	↓38.5%	↓31.2%	↑11.8%	↓0.25pp	19.6	55.3%
LG.COM	LTV	185	2	0	0	0	0.00%	4,874	18	3	5.0	1,667	0.06%	↑61.9%	↑12.5%	↓50.0%	↓5.0%	↑89.9%	↓0.14pp	41.9	11.9%
LG.COM	MNT	216	0	2	0.7	357	0.93%	5,898	22	8	4.7	592	0.14%	↑159.3%	↓62.1%	↓38.5%	↓49.8%	↓18.4%	↓0.44pp	9.8	48.3%
LG.COM	PC	33	2	0	0	0	0.00%	757	7	0	0	0	0.00%	↑99.2%	↑133.3%	↓100.0%	↓100.0%	↓100.0%	↓0.26pp	-	-
LG.COM	A/P	237	0	0	0	0	0.00%	530	0	0	0	0	0.00%	↓43.1%	↓100.0%	-	-	-	0.00pp	-	-
LG.COM	TTL	1,622	6	3	1.4	476	0.18%	24,370	124	93	80.0	860	0.38%	↑50.0%	↓6.8%	↑106.7%	↑74.5%	↓15.6%	↑0.10pp	129.7	61.6%
JD	W/M	2,757	150	14	4.5	322	0.51%	29,638	842	143	64.9	454	0.48%	↓20.6%	↓55.7%	↓5.9%	↑12.2%	↑19.2%	↑0.08pp	146.3	44.4%
JD	REF	824	33	0	0	0	0.00%	9,243	202	14	11.2	803	0.15%	↓17.8%	↓60.2%	↓26.3%	↓32.2%	↓8.0%	↓0.02pp	48.1	23.4%
JD	LTV	2,405	87	1	1.1	1,094	0.04%	30,635	548	34	45.5	1,339	0.11%	↑16.0%	↓44.5%	↓32.0%	↓12.0%	↑29.5%	↓0.08pp	182.6	24.9%
JD	MNT	1,006	35	2	1.7	826	0.20%	8,996	218	35	17.3	495	0.39%	↑11.0%	↓42.5%	↑59.1%	↓4.1%	↓39.7%	↑0.12pp	46.3	37.4%
JD	PC	6	0	0	0	0	0.00%	64	-3	-1	-2.2	0	-1.56%	↓45.8%	↓142.9%	-	-	-	↓1.56pp	4.4	-49.6%
JD	A/P	83	3	0	0	0	0.00%	1,035	16	1	0.3	251	0.10%	↑1162.2%	↑220.0%	0%	0%	0%	↓1.12pp	0.6	44.3%
JD	TTL	7,081	308	17	7.3	427	0.24%	79,611	1,823	226	137.0	606	0.28%	↓4.4%	↓51.8%	↓7.4%	↓5.1%	↑2.4%	↓0.01pp	428.3	32.0%
TM	W/M	1,176	23	0	0	0	0.00%	15,008	323	3	1.1	373	0.02%	↑36.0%	↑9.1%	↓72.7%	↓87.9%	↓55.5%	↓0.08pp	32.4	3.5%
TM	REF	415	9	0	0	0	0.00%	6,857	156	0	-1.1	0	0.00%	↑192.4%	↑105.3%	-	-	-	0.00pp	4.4	-25.1%
TM	LTV	392	10	0	0	0	0.00%	8,115	124	1	-0.6	-585	0.01%	↑56.9%	↓0.8%	↓50.0%	↓203.7%	↓307.4%	↓0.03pp	13.2	-4.4%
TM	MNT	92	5	0	0	0	0.00%	460	11	0	0	0	0.00%	-	-	-	-	-	0.00pp	2.1	0%
TM	PC	0	0	0	0	0	0.00%	0	0	0	0	0	0.00%	-	-	-	-	-	0.00pp	-	-
TM	A/P	7	2	0	0	0	0.00%	75	7	0	0	0	0.00%	↑240.9%	↑600.0%	-	-	-	0.00pp	-	-
TM	TTL	2,082	49	0	0	0	0.00%	30,515	621	4	-0.6	-143	0.01%	↑64.3%	↑24.7%	↓69.2%	↓105.9%	↓119.0%	↓0.06pp	52.1	-1.1%

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. = Aug 1 - Aug 11 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. = 8월 1일~8월 11일 Net GMV입니다.

全产品 SKU 实绩详细전 제품 SKU 실적 상세

Unit: RMB / 단위: RMB(8/11 Daily · 08/01-08/11 MTD · vs 07/01-07/11 · Showing 64 models with sales) (8/11 당일 · 08/01-08/11 누계 · 대비 07/01-07/11 · 판매 발생 64개 모델)

Product	Model	专供 전용	8/11 Daily8/11 당일						Aug MTD Aug 1 - Aug 118월 1일~8월 11일 누계						Jul. MTD Jul. 1 - Jul. 117월 1일~7월 11일 누계						vs Jul. Same Period Jul. 1 - Jul. 117월 1일~7월 11일 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	S3CW	-	0	0	0	-	0	0%	10	60	71	390,500	5,500	710.0%	0	0	0	-	0	0%	-	-	-	-	-	↑710.0pp
WM	FCY10Y4M	O	762	17	3	2,404	801	0.4%	8,645	129	45	81,041	1,801	0.5%	4,014	175	35	55,517	1,586	0.9%	↑115.4%	↓26.3%	↑28.6%	↑46.0%	↑13.5%	↓0.4pp
WM	FCY10R4M	O	472	20	5	7,455	1,491	1.1%	4,359	98	44	79,750	1,812	1.0%	3,871	228	35	66,301	1,894	0.9%	↑12.6%	↓57.0%	↑25.7%	↑20.3%	↓4.3%	↑0.1pp
WM	SC5GMR80H	-	238	12	0	-	0	0%	2,693	106	2	39,998	19,999	0.1%	2,070	109	2	37,383	18,692	0.1%	↑30.1%	↓2.8%	0%	↑7.0%	↑7.0%	0.0pp
WM	FCY10Y4M+RH10V3MVTW	O	332	8	0	-	0	0%	4,540	75	8	38,021	4,753	0.2%	8,093	203	3	19,153	6,384	0.0%	↓43.9%	↓63.1%	↑166.7%	↑98.5%	↓25.6%	↑0.2pp
WM	S3GHM	O	362	19	1	8,999	8,999	0.3%	5,909	223	3	26,999	9,000	0.1%	4,908	111	5	45,796	9,159	0.1%	↑20.4%	↑100.9%	↓40.0%	↓41.0%	↓1.7%	0.0pp
WM	FCV13G4W+RH10V9AV4W	-	222	9	0	-	0	0%	2,069	56	4	26,095	6,524	0.2%	1,772	94	0	-	0	0%	↑16.8%	↓40.4%	-	-	-	↑0.2pp
WM	FN23BQH	-	63	0	0	-	0	0%	894	12	2	23,998	11,999	0.2%	1,636	61	0	-9,064	0	0%	↓45.4%	↓80.3%	-	↓364.8%	-	↑0.2pp
WM	FMY10Y4PF	O	38	5	1	2,407	2,407	2.6%	412	25	9	19,425	2,158	2.2%	958	39	5	7,181	1,436	0.5%	↓57.0%	↓35.9%	↑80.0%	↑170.5%	↑50.3%	↑1.7pp
WM	FCY90M2P	-	148	9	1	2,830	2,830	0.7%	1,812	38	9	17,686	1,965	0.5%	1,335	119	21	39,665	1,889	1.6%	↑35.7%	↓68.1%	↓57.1%	↓55.4%	↑4.0%	↓1.1pp
WM	SC5MSR40	-	78	9	0	-	0	0%	1,111	41	1	16,099	16,099	0.1%	1,775	72	1	18,399	18,399	0.1%	↓37.4%	↓43.1%	0%	↓12.5%	↓12.5%	0.0pp
WM	DH12X4SC2	-	14	0	0	-	0	0%	468	4	2	14,964	7,482	0.4%	62	2	0	-	0	0%	↑654.8%	↑100.0%	-	-	-	↑0.4pp
WM	FA12CA2C	-	12	0	0	-	0	0%	267	1	3	11,306	3,769	1.1%	579	22	3	17,677	5,892	0.5%	↓53.9%	↓95.5%	0%	↓36.0%	↓36.0%	↑0.6pp
WM	FN23WQH	-	57	3	0	-	0	0%	654	3	1	10,999	10,999	0.2%	641	37	1	9,899	9,899	0.2%	↑2.0%	↓91.9%	0%	↑11.1%	↑11.1%	0.0pp
WM	FH12X9WCA	-	60	2	0	-	0	0%	886	18	1	10,949	10,949	0.1%	332	20	3	20,748	6,916	0.9%	↑166.9%	↓10.0%	↓66.7%	↓47.2%	↑58.3%	↓0.8pp
WM	FH12X9BCA	-	17	1	0	-	0	0%	414	5	2	10,549	5,274	0.5%	260	10	0	-	0	0%	↑59.2%	↓50.0%	-	-	-	↑0.5pp
WM	FCW12D4WA	-	35	2	0	-	0	0%	608	9	2	8,585	4,292	0.3%	547	32	7	29,364	4,195	1.3%	↑11.2%	↓71.9%	↓71.4%	↓70.8%	↑2.3%	↓1.0pp
WM	FMW10Y4WA	-	63	3	1	2,789	2,789	1.6%	862	23	3	8,367	2,789	0.3%	739	41	2	342	171	0.3%	↑16.6%	↓43.9%	↑50.0%	↑2346.5%	↑1531.0%	0.0pp
WM	RH10V9PV2WR	-	29	0	1	4,844	4,844	3.4%	709	8	1	4,844	4,844	0.1%	213	12	2	11,056	5,528	0.9%	↑232.9%	↓33.3%	↓50.0%	↓56.2%	↓12.4%	↓0.8pp
WM	FW12X4WC2	-	15	2	0	-	0	0%	505	3	1	4,737	4,737	0.2%	568	9	2	10,259	5,130	0.4%	↓11.1%	↓66.7%	↓50.0%	↓53.8%	↓7.7%	↓0.2pp
WM	FCW12Y4PA	-	8	1	1	50	50	12.5%	127	5	2	4,047	2,024	1.6%	206	14	1	3,404	3,404	0.5%	↓38.3%	↓64.3%	↑100.0%	↑18.9%	↓40.6%	↑1.1pp
WM	FCW12Y4WA	-	109	3	0	-	0	0%	725	10	1	3,695	3,695	0.1%	855	29	2	3,881	1,940	0.2%	↓15.2%	↓65.5%	↓50.0%	↓4.8%	↑90.4%	↓0.1pp
WM	FCV13G4W	-	66	2	1	3,674	3,674	1.5%	1,101	13	1	3,674	3,674	0.1%	285	17	-1	-3,912	0	-0.4%	↑286.3%	↓23.5%	↓200.0%	↓193.9%	-	↑0.5pp
WM	FCY90N2W	-	20	1	0	-	0	0%	242	-22	3	150	50	1.2%	4,638	218	34	51,868	1,526	0.7%	↓94.8%	↓110.1%	↓91.2%	↓99.7%	↓96.7%	↑0.5pp
Ref	F664MEH95D	-	40	4	0	-	0	0%	695	20	4	57,127	14,282	0.6%	341	23	2	25,192	12,596	0.6%	↑103.8%	↓13.0%	↑100.0%	↑126.8%	↑13.4%	0.0pp
Ref	F544MMB95D	-	439	6	0	-	0	0%	3,670	64	3	28,782	9,594	0.1%	1,883	43	5	51,295	10,259	0.3%	↑94.9%	↑48.8%	↓40.0%	↓43.9%	↓6.5%	↓0.2pp
Ref	S653MWW87D	-	53	3	0	-	0	0%	1,308	27	2	20,007	10,004	0.2%	2,018	68	1	9,796	9,796	0.0%	↓35.2%	↓60.3%	↑100.0%	↑104.2%	↑2.1%	↑0.2pp
Ref	F544MEH62D	-	486	11	0	-	0	0%	7,666	175	4	14,003	3,501	0.1%	3,969	134	4	27,132	6,783	0.1%	↑93.1%	↑30.6%	0%	↓48.4%	↓48.4%	0.0pp
Ref	F544MEP62D	-	45	2	0	-	0	0%	845	19	2	13,089	6,544	0.2%	1,345	48	2	14,543	7,272	0.1%	↓37.2%	↓60.4%	0%	↓10.0%	↓10.0%	↑0.1pp
Ref	S653MPY33D	-	38	0	0	-	0	0%	713	10	1	8,998	8,998	0.1%	952	19	2	13,089	6,544	0.2%	↓25.1%	↓47.4%	↓50.0%	↓31.3%	↑37.5%	↓0.1pp
Ref	S674MPY11D	-	143	7	0	-	0	0%	437	-1	4	5,178	1,294	0.9%	1,090	69	9	33,602	3,734	0.8%	↓59.9%	↓101.4%	↓55.6%	↓84.6%	↓65.3%	↑0.1pp
Ref	S674MEG11D	-	124	6	0	-	0	0%	695	0	3	4,834	1,611	0.4%	1,914	77	4	17,098	4,274	0.2%	↓63.7%	↓100.0%	↓25.0%	↓71.7%	↓62.3%	↑0.2pp
TV	100QNED85BC	-	13	2	0	-	0	0%	143	4	2	41,473	20,736	1.4%	172	2	0	-	0	0%	↓16.9%	↑100.0%	-	-	-	↑1.4pp
TV	OLED48C6PCA	-	213	6	0	-	0	0%	2,837	32	7	39,819	5,688	0.2%	1,776	47	2	13,263	6,632	0.1%	↑59.7%	↓31.9%	↑250.0%	↑200.2%	↓14.2%	↑0.1pp
TV	OLED77C6PCA	-	189	1	0	-	0	0%	2,949	54	3	38,097	12,699	0.1%	989	39	6	98,805	16,468	0.6%	↑198.2%	↑38.5%	↓50.0%	↓61.4%	↓22.9%	↓0.5pp
TV	OLED77G6PCA	-	54	4	0	-	0	0%	535	12	1	36,499	36,499	0.2%	880	37	0	-	0	0%	↓39.2%	↓67.6%	-	-	-	↑0.2pp
TV	OLED65B6PCA	-	139	2	0	-	0	0%	1,503	21	3	29,957	9,986	0.2%	215	4	0	-	0	0%	↑599.1%	↑425.0%	-	-	-	↑0.2pp
TV	75QNED85BCA	-	135	2	1	7,399	7,399	0.7%	1,788	25	4	29,561	7,390	0.2%	1,239	45	0	-	0	0%	↑44.3%	↓44.4%	-	-	-	↑0.2pp
TV	OLED83C6PCA	-	73	1	0	-	0	0%	819	10	1	28,499	28,499	0.1%	991	36	1	28,499	28,499	0.1%	↓17.4%	↓72.2%	0%	0%	0%	0.0pp
TV	86QNED85BCA	-	56	2	0	-	0	0%	1,155	17	4	28,282	7,070	0.3%	837	42	0	-	0	0%	↑38.0%	↓59.5%	-	-	-	↑0.3pp
TV	75QNED82BCA	O	168	8	0	17	0	0%	2,599	51	3	18,003	6,001	0.1%	2,681	78	5	21,959	4,392	0.2%	↓3.1%	↓34.6%	↓40.0%	↓18.0%	↑36.6%	↓0.1pp
TV	OLED77B6PCA	-	141	3	0	-	0	0%	849	10	1	14,499	14,499	0.1%	280	13	1	15,999	15,999	0.4%	↑203.2%	↓23.1%	0%	↓9.4%	↓9.4%	↓0.3pp
TV	OLED55G6PCA	-	219	11	0	-	0	0%	2,360	30	1	10,999	10,999	0.0%	1,306	41	7	75,483	10,783	0.5%	↑80.7%	↓26.8%	↓85.7%	↓85.4%	↑2.0%	↓0.5pp
TV	85QNED82BCA	O	189	6	0	-	0	0%	3,067	48	1	8,005	8,005	0.0%	3,175	86	1	7,999	7,999	0.0%	↓3.4%	↓44.2%	0%	↑0.1%	↑0.1%	0.0pp
TV	OLED42C6PCA	-	40	0	0	-	0	0%	903	17	1	6,099	6,099	0.1%	1,599	68	1	6,099	6,099	0.1%	↓43.5%	↓75.0%	0%	0%	0%	0.0pp
TV	OLED48B6PCA	-	50	1	0	-	0	0%	756	14	1	5,999	5,999	0.1%	415	7	0	-	0	0%	↑82.2%	↑100.0%	-	-	-	↑0.1pp
TV	65MRGB86BCA	-	157	7	0	-	0	0%	1,925	26	1	5,604	5,604	0.1%	882	8	1	6,374	6,374	0.1%	↑118.3%	↑225.0%	0%	↓12.1%	↓12.1%	0.0pp
TV	65QNED82BCA	O	461	17	0	-	0	0%	8,762	120	5	5,094	1,019	0.1%	6,777	171	10	39,816	3,982	0.1%	↑29.3%	↓29.8%	↓50.0%	↓87.2%	↓74.4%	0.0pp
MNT	32GX870B-B	-	202	2	0	-	0	0%	1,555	19	4	32,566	8,142	0.3%	1,269	45	1	8,499	8,499	0.1%	↑22.5%	↓57.8%	↑300.0%	↑283.2%	↓4.2%	↑0.2pp
MNT	27UP850K-W	-	95	7	0	-	0	0%	848	40	14	27,786	1,985	1.7%	143	7	0	-	0	0%	↑493.0%	↑471.4%	-	-	-	↑1.7pp
MNT	39GX950B-B	-	59	0	0	-	0	0%	838	12	2	25,348	12,674	0.2%	839	54	7	87,893	12,556	0.8%	↓0.1%	↓77.8%	↓71.4%	↓71.2%	↑0.9%	↓0.6pp
MNT	32GX850A-B	O	24	0	0	-	0	0%	1,215	35	4	19,366	4,842	0.3%	2,132	111	11	51,995	4,727	0.5%	↓43.0%	↓68.5%	↓63.6%	↓62.8%	↑2.4%	↓0.2pp
MNT	25G590B-B	-	247	10	1	7,999	7,999	0.4%	1,892	34	2	15,998	7,999	0.1%	6	0	0	-	0	0%	↑31433.3%	-	-	-	-	↑0.1pp
MNT	52G930B-B	-	36	0	0	-	0	0%	621	13	1	14,274	14,274	0.2%	493	21	-1	-14,999	0	-0.2%	↑26.0%	↓38.1%	↓200.0%	↓195.2%	-	↑0.4pp
MNT	27G850A-B	-	61	2	2	6,238	3,119	3.3%	736	20	4	12,736	3,184	0.5%	369	18	0	475	0	0%	↑99.5%	↑11.1%	-	↑2581.3%	-	↑0.5pp
MNT	27G64NA-B	-	115	6	0	-	0	0%	1,045	28	7	9,793	1,399	0.7%	554	23	-1	-1,399	0	-0.2%	↑88.6%	↑21.7%	↓800.0%	↓800.0%	-	↑0.9pp
MNT	32UQ850V-W	-	12	0	0	-	0	0%	232	2	1	3,199	3,199	0.4%	106	7	1	3,134	3,134	0.9%	↑118.9%	↓71.4%	0%	↑2.1%	↑2.1%	↓0.5pp
MNT	32GS94U-B	-	20	0	0	-	0	0%	343	3	1	3,039	3,039	0.3%	37	3	0	-	0	0%	↑827.0%	0%	-	-	-	↑0.3pp
MNT	27G810A-B	-	27	2	0	-	0	0%	401	-3	1	2,299	2,299	0.2%	187	12	0	-	0	0%	↑114.4%	↓125.0%	-	-	-	↑0.2pp
MNT	27GX704A-B	-	5	0	0	-	0	0%	244	3	1	2,184	2,184	0.4%	65	4	1	2,374	2,374	1.5%	↑275.4%	↓25.0%	0%	↓8.0%	↓8.0%	↓1.1pp
MNT	32G620B-B	-	11	0	1	1,804	1,804	9.1%	229	-1	1	1,804	1,804	0.4%	39	0	0	-	0	0%	↑487.2%	-	-	-	-	↑0.4pp
MNT	34U601B-B	-	3	0	0	-	0	0%	26	2	1	1,699	1,699	3.8%	87	2	1	1,599	1,599	1.1%	↓70.1%	0%	0%	↑6.3%	↑6.3%	↑2.7pp
MNT	24G411B-B	-	18	1	0	-	0	0%	405	2	1	649	649	0.2%	572	19	5	3,212	642	0.9%	↓29.2%	↓89.5%	↓80.0%	↓79.8%	↑1.0%	↓0.7pp
A/P	AS60GHWZ0	O	327	5	0	-	0	0%	1,640	23	1	1,699	1,699	0.1%	1,035	8	1	1,699	1,699	0.1%	↑58.5%	↑187.5%	0%	0%	0%	0.0pp

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 (08/01-08/11) vs 前月同期 (07/01-07/11) · Unit: K RMB / 단위: K RMB

Product	Model	Aug MTD Aug 1 - Aug 118월 1일~8월 11일 누계			Jul. MTD Jul. 1 - Jul. 117월 1일~7월 11일 누계			vs Jul. Same Period Jul. 1 - Jul. 117월 1일~7월 11일 대비
Product	Model	LG.COM	JD	TM	LG.COM	JD	TM	LG.COM	JD	TM
W/M	S3CW	390	-	-	-	-	-	NEW	-	-
	FCY10Y4M	-	78	3	-	48	7	-	↑61.8%	↓62.0%
	FCY10R4M	2	75	3	2	58	6	↓12.5%	↑29.5%	↓53.2%
	SC5GMR80H	-	40	-	17	20	-	-	↑100.0%	-
	FCY10Y4M+RH10V3MVTW	-	38	-	-	19	-	-	↑97.9%	-
	S3GHM	-	27	-	-	46	-	-	↓41.0%	-
	FCV13G4W+RH10V9AV4W	-	26	-	-	-	-	-	NEW	-
	FN23BQH	-	24	-	-	-	-	-	NEW	-
	FMY10Y4PF	-	17	2	-	7	-	-	↑136.1%	NEW
	FCY90M2P	-	18	-	-	36	3	-	↓51.5%	-
REF	F664MEH95D	25	32	-	25	-	-	0.0%	NEW	-
	F544MMB95D	29	-	-	38	13	-	↓25.0%	-	-
	S653MWW87D	-	20	-	-	10	-	-	↑104.1%	-
	F544MEH62D	6	15	-	20	8	-	↓66.8%	↑100.0%	-
	F544MEP62D	13	-	-	6	8	-	↑101.5%	-	-
	S653MPY33D	-	9	-	13	-	-	-	NEW	-
	S674MPY11D	-	5	-	4	29	-	-	↓82.3%	-
	S674MEG11D	-	5	-	-	17	-	-	↓71.9%	-
	F554GBBV3B	-	-	-	-	-	-	-	-	-
	F664MPY88D	-	-	-	-	-	-	-	-	-
LTV	100QNED85BC	20	22	-	-	-	-	NEW	NEW	-
	OLED48C6PCA	-	40	-	-	13	-	-	↑199.2%	-
	OLED77C6PCA	-	38	-	-	99	-	-	↓61.4%	-
	OLED77G6PCA	-	36	-	-	-	-	-	NEW	-
	OLED65B6PCA	-	30	-	-	-	-	-	NEW	-
	75QNED85BCA	-	30	-	-	-	-	-	NEW	-
	OLED83C6PCA	-	28	-	-	28	-	-	0.0%	-
	86QNED85BCA	9	19	-	-	-	-	NEW	NEW	-
	75QNED82BCA	-	18	-	10	12	-	-	↑53.8%	-
	OLED77B6PCA	-	14	-	-	16	-	-	↓9.4%	-
MNT	32GX870B-B	8	25	-	17	-	-	↓54.1%	NEW	-
	27UP850K-W	4	24	-	-	-	-	NEW	NEW	-
	39GX950B-B	12	13	-	10	78	-	↑24.2%	↓83.3%	-
	32GX850A-B	-	19	-	27	25	-	-	↓22.4%	-
	25G590B-B	-	16	-	-	-	-	-	NEW	-
	52G930B-B	14	-	-	-	-	-	NEW	-	-
	27G850A-B	3	10	-	0	-	-	↑500.0%	NEW	-
	27G64NA-B	-	10	-	-	-	-	-	NEW	-
	32UQ850V-W	-	3	-	3	-	-	-	NEW	-
	32GS94U-B	3	-	-	-	-	-	NEW	-	-
PC	14Z90S-G.AL55C	-	-	-	-	-	-	-	-	-
	16Z90TP-G.AL87C	-	-	-	-	-	-	-	-	-
	16Z90TR-E.AL88C	-	-	-	-	-	-	-	-	-
	16Z90U-G.AL87C	-	-	-	-	-	-	-	-	-
	16Z90U-G.AL88C	-	-	-	-	-	-	-	-	-
	16Z90U-K.ALB7C	-	-	-	-	-	-	-	-	-
	16Z90U-K.ALB9C	-	-	-	14	-	-	-	-	-
	17Z90U-G.AL87C	-	-	-	-	-	-	-	-	-
	17Z90U-G.AL88C	-	-	-	-	-	-	-	-	-
	16Z90U-K.ALB8C	-	-	-	-	-	-	-	-	-
A/P	AS60GHWZ0	-	2	-	-	2	-	-	0.0%	-

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.【8月达成与时间进度持平，后半月冲量压力集中在JD】截至 8/11，MTD 累计 216.4K USD，达成率 35.5% 与时间进度 35.5% 持平，环比上月同期（7/1–7/11 的 200.1K）↑8.1%。LG.COM 单平台贡献 80.0K 且达成率 61.6%，是本月进度最快的渠道；但整体达成仍依赖后半月冲量，JD 达成率仅 32.0%，为整体达成的最大短板。

2.【JD核心但回落，LG.COM进度最优，TM新店仍爬坡】JD 以 137.0K USD（占比 63.3%） 为绝对核心渠道，但达成率仅 32.0%，环比上月同期 ↓5.1%、UV ↓4.4%，GMV 与流量同步回落。LG.COM 达成率 61.6% 全渠道最高；TM 为新开店，MTD −0.6K、达成率 −1.1%、CVR 仅 0.01%，尚处流量积累期，需补产品上架与搜索覆盖。

3.【W/M增长几乎由单型号S3CW拉动，型号结构骤变】W/M 环比 ↑56.2%（125.4K） 是全场唯一增长品类，但增长几乎由单型号 S3CW 拉动：S3CW MTD 390,500 RMB，而 LG.COM W/M 环比 ↑348.8% 且 WM 在 LG.COM 进度已达 101.6%。需警惕型号结构骤变——S3CW 占 WM 增量绝大部分，其余主力 FCY10Y4M（UV 8,645 / CVR 0.5%）、FCY10R4M 转化偏低，增长基础偏窄。

4.【REF/TV/MNT/PC环比全线回落，PC接近停摆】REF ↓35.1%（21.0K）、TV ↓13.2%（49.9K）、MNT ↓19.8%（22.1K）、PC ↓204.7%（−2.2K） 均环比回落。其中 PC 在 LG.COM 与 TM 均为 0 销售、JD 为负值，实质接近停摆；TV 与 MNT 的回落主要由中长尾型号收缩导致（详见后两条集中度陷阱）。建议核查 REF/TV/MNT 的 listing 质量与库存，PC 需重启新品或清退策略。

5.【UV增速快于GMV，三款型号转化洼地突出】全渠道 TTL UV 环比 ↑13.9% 而 GMV 仅 ↑8.2%，UV 增速明显快于 GMV，整体 CVR 由 0.26 降至 0.24，转化效率承压。型号级转化洼地突出：85QNED82BCA（TV，UV 3,067 / CVR 0.0%）、S3GHM（W/M，UV 5,909 / CVR 0.1%）、F544MMB95D（REF，UV 3,670 / CVR 0.1%）流量可观但几乎未转化，建议针对这三款优化详情页、价格或促销组合。

6.【渠道专供型号10款，贡献GMV占比19.4%】渠道专供型号共 10 款（统计 SKU 64 款中），MTD 贡献 GMV 297,403 RMB、占比 19.4%，仅在 D2C 内销售。LG.COM W/M 进度已达 101.6%，专供资源可继续向 LG.COM 倾斜；同时需监控 JD 平台专供品的竞争环境，避免同质比价。

7.【LG.COM单日单型号集中：S3CW占当日GMV97.6%】单日单型号高度集中预警：LG.COM 在 2026-08-10 由型号 S3CW（W/M 洗衣机） 售出 71 台、GMV 57,595.9 USD，占该平台当日 GMV 的 97.6%，ASP 811.2 USD。这意味着 LG.COM 当日业绩几乎由一笔订单决定，存在单型号依赖与促销退潮后的断崖风险；建议核查该笔订单性质（批量/B2B 抑或促销），备货防断货，并加速培育次主力型号分散依赖。

1.[8월 달성률 경과율과 일치, 후반기 물량 압박은 JD에 집중] 8/11 기준 MTD 누적 216.4K USD, 달성률 35.5%로 경과율 35.5%와 일치, 전월 동기(7/1–7/11, 200.1K) 대비 ↑8.1%. LG.COM 단일 채널이 80.0K 기여하며 달성률 61.6%로 가장 빠른 채널. 전체 달성은 후반기 물량에 의존, JD 달성률 32.0%가 전체 달성의 최대 약점.

2.[JD 핵심이나 하락, LG.COM 진도 최우수, TM 신규점 램프업 중] JD가 137.0K USD(비중 63.3%)로 핵심 채널이나 달성률 32.0%, 전월 동기 대비 ↓5.1%·UV ↓4.4%로 GMV와 트래픽 동반 하락. LG.COM 달성률 61.6%로 전 채널 최고. TM은 신규 오픈으로 MTD −0.6K, 달성률 −1.1%, CVR 0.01%로 트래픽 축적기, 제품 등록 및 검색 커버리지 보완 필요.

3.[W/M 성장은 사실상 단일 모델 S3CW 주도, 모델 구조 급변] W/M 전월 동기 대비 ↑56.2%(125.4K)로 유일 성장 카테고리이나 성장은 사실상 단일 모델 S3CW 주도: S3CW MTD 390,500 RMB, LG.COM W/M은 ↑348.8%·진도율 101.6%. 모델 구조 급변 주의—S3CW가 W/M 증분 대부분 차지, 나머지 주력 FCY10Y4M(UV 8,645/CVR 0.5%), FCY10R4M은 전환 저조로 성장 기반 협소.

4.[REF/TV/MNT/PC 전월 동기 일제 하락, PC는 사실상 중단] REF ↓35.1%(21.0K), TV ↓13.2%(49.9K), MNT ↓19.8%(22.1K), PC ↓204.7%(−2.2K) 모두 전월 동기 하락. PC는 LG.COM·TM 모두 0 판매, JD는 마이너스로 사실상 중단. TV·MNT 하락은 중하위 모델 축소 주도(후술 집중도 함정 참조). REF/TV/MNT 리스팅 품질·재고 점검, PC는 신제품 재가동 또는 정리 전략 필요.

5.[UV 증가율이 GMV 상회, 3개 모델 전환 부진 두드러져] 전 채널 TTL UV 전월 동기 ↑13.9%이나 GMV는 ↑8.2%에 그쳐 UV 증가율이 GMV 상회, 전체 CVR 0.26→0.24로 전환 효율 압박. 모델별 전환 부진 두드러짐: 85QNED82BCA(TV, UV 3,067/CVR 0.0%), S3GHM(W/M, UV 5,909/CVR 0.1%), F544MMB95D(REF, UV 3,670/CVR 0.1%) 트래픽은 있으나 미전환, 상세페이지·가격·프로모션 조합 최적화 권장.

6.[채널 전용 모델 10개, GMV 비중 19.4% 기여] 채널 전용 모델 총 10개(집계 SKU 64개 중), MTD GMV 297,403 RMB·비중 19.4% 기여, D2C 내에서만 판매. LG.COM W/M 진도율 101.6%로 전용 리소스 LG.COM 집중 가능. 동시에 JD 플랫폼 전용품 경쟁 환경 모니터링으로 동일가 비교 회피 필요.

7.[LG.COM 일일 단일 모델 초집중: S3CW가 당일 GMV 97.6% 차지] 일일 단일 모델 초집중 경보: LG.COM이 2026-08-10 모델 S3CW(세탁기)로 71대·GMV 57,595.9 USD 판매, 해당 플랫폼 당일 GMV의 97.6% 차지, ASP 811.2 USD. LG.COM 당일 실적이 사실상 단일 주문에 의존, 단일 모델 의존 및 프로모션 종료 후 급락 리스크. 주문 성격(대량/B2B·프로모션) 확인, 품절 방지 재고 확보, 차주력 모델 육성으로 의존 분산 권장.