LGECH D2C Daily Report

업데이트: 2026-08-18

Channel × Product Performance · Period 08/01 - 08/17 · Unit: K USD · Rate: ¥6.78/USD · Net GMV = GMV - Cancel

Today Net GMV당일 Net GMV (2026-08-17 당일)13.7 K USD

MTD Net GMV월 누계 Net GMV (08/01 - 08/17)347.1 K USD

Net GMV Target AchievementGMV 목표 달성률56.9%347.1 / 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.COM96Net GMV K USDProg.

74.3%

Retail JD247Net GMV K USDProg.

57.7%

Retail TM4Net GMV K USDProg.

6.9%

W/M175

前月同期 121 K USD전월 동기

↑44.8%

REF39

前月同期 49 K USD전월 동기

↓21.5%

LTV94

前月同期 82 K USD전월 동기

↑14.4%

MNT38

前月同期 36 K USD전월 동기

↑6.5%

PC0

前月同期 2 K USD전월 동기

↓99.5%

A/P0

前月同期 0 K USD전월 동기

↑100.0%

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

8/17 Daily · Aug MTD · vs Jul. Same Period · Net GMV Unit: K USD · ASP Unit: USD/EA 8/17 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	8/17 Daily8/17 당일						Aug MTD Aug 1 - Aug 178월 1일~8월 17일 누계						vs Jul. Same Period Jul. 1 - Jul. 177월 1일~7월 17일 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	4,665	180	9	2.3	256	0.19%	80,260	2,315	306	175.3	573	0.38%	↓3.5%	↓31.2%	↑12.5%	↑44.8%	↑28.7%	↑0.05pp	237.1	73.9%
D2C	REF	1,126	45	2	2.4	1,190	0.18%	25,846	638	34	38.7	1,139	0.13%	↓0.5%	↓32.3%	↓33.3%	↓21.5%	↑17.7%	↓0.06pp	72.1	53.7%
D2C	LTV	4,182	133	5	2.3	458	0.12%	71,759	1,499	75	94.3	1,257	0.10%	↑36.8%	↓15.0%	↓10.7%	↑14.4%	↑28.1%	↓0.06pp	237.7	39.7%
D2C	MNT	1,541	55	8	6.7	840	0.52%	23,857	562	66	38.3	581	0.28%	↑50.9%	↓14.5%	↑53.5%	↑6.5%	↓30.6%	0.00pp	58.2	65.8%
D2C	PC	11	0	0	0	0	0.00%	974	7	0	0	0	0.00%	↑48.5%	↓46.2%	↓100.0%	↓99.5%	↓100.0%	↓0.15pp	4.4	0.2%
D2C	A/P	17	1	0	0	0	0.00%	1,804	29	2	0.5	251	0.11%	↓30.1%	↑141.7%	↑100.0%	↑100.0%	0%	↑0.07pp	0.6	88.7%
D2C	TTL	11,542	414	24	13.7	571	0.21%	204,500	5,050	483	347.1	719	0.24%	↑13.2%	↓25.2%	↑6.9%	↑19.2%	↑11.6%	↓0.01pp	610.1	56.9%
LG.COM	W/M	89	0	0	0	0	0.00%	10,557	79	74	59.4	802	0.70%	↓3.9%	↑36.2%	↑469.2%	↑335.9%	↓23.4%	↑0.58pp	58.4	101.6%
LG.COM	REF	55	0	2	2.4	1,190	3.64%	3,011	5	15	20.3	1,353	0.50%	↓27.3%	↓76.2%	↓16.7%	↓11.2%	↑6.6%	↑0.06pp	19.6	103.5%
LG.COM	LTV	73	1	2	3.5	1,770	2.74%	5,501	23	9	11.8	1,312	0.16%	↑58.1%	↑21.1%	↑28.6%	↑105.5%	↑59.9%	↓0.04pp	41.9	28.2%
LG.COM	MNT	72	2	1	0.3	280	1.39%	6,893	32	10	4.9	494	0.15%	↑128.8%	↓62.4%	↓28.6%	↓65.2%	↓51.3%	↓0.32pp	9.8	50.4%
LG.COM	PC	1	0	0	0	0	0.00%	868	9	0	0	0	0.00%	↑79.3%	↑80.0%	↓100.0%	↓100.0%	↓100.0%	↓0.21pp	-	-
LG.COM	A/P	4	0	0	0	0	0.00%	596	0	0	0	0	0.00%	↓75.4%	↓100.0%	-	-	-	0.00pp	-	-
LG.COM	TTL	294	3	5	6.2	1,240	1.70%	27,426	148	108	96.4	893	0.39%	↑11.8%	↓22.1%	↑103.8%	↑64.7%	↓19.2%	↑0.18pp	129.7	74.3%
JD	W/M	3,636	160	8	2.3	291	0.22%	49,032	1,763	224	113.5	507	0.46%	↓9.5%	↓37.2%	↓8.2%	↑20.1%	↑30.8%	↑0.01pp	146.3	77.6%
JD	REF	1,054	45	0	0	0	0.00%	15,412	465	19	19.5	1,028	0.12%	↓11.3%	↓40.6%	↓42.4%	↓26.3%	↑28.1%	↓0.07pp	48.1	40.6%
JD	LTV	3,478	118	3	-1.2	-416	0.09%	55,159	1,289	63	81.4	1,292	0.11%	↑35.3%	↓16.6%	↓13.7%	↑9.6%	↑27.0%	↓0.06pp	182.6	44.6%
JD	MNT	1,291	51	7	6.4	919	0.54%	15,694	502	55	32.2	586	0.35%	↑22.7%	↓12.2%	↑89.7%	↑47.9%	↓22.0%	↑0.12pp	46.3	69.5%
JD	PC	10	0	0	0	0	0.00%	106	-2	0	0	0	0.00%	↓38.4%	↓125.0%	-	-	-	0.00pp	4.4	0.2%
JD	A/P	7	0	0	0	0	0.00%	1,107	19	2	0.5	251	0.18%	↑814.9%	↑111.1%	↑100.0%	↑100.0%	0%	↓0.65pp	0.6	88.7%
JD	TTL	9,476	374	18	7.5	417	0.19%	136,510	4,036	363	247.1	681	0.27%	↑8.8%	↓29.5%	↓4.5%	↑13.7%	↑19.1%	↓0.04pp	428.3	57.7%
TM	W/M	940	20	1	0	-17	0.11%	20,671	473	8	2.5	307	0.04%	↑15.0%	↓5.2%	↓46.7%	↓81.1%	↓64.5%	↓0.04pp	32.4	7.6%
TM	REF	17	0	0	0	0	0.00%	7,423	168	0	-1.1	0	0.00%	↑66.7%	↑20.9%	-	-	-	0.00pp	4.4	-25.1%
TM	LTV	631	14	0	0	0	0.00%	11,099	187	3	1.1	357	0.03%	↑35.3%	↓6.5%	↓25.0%	↓55.6%	↓40.8%	↓0.02pp	13.2	8.1%
TM	MNT	178	2	0	0	0	0.00%	1,270	28	1	1.2	1,175	0.08%	↑126900.0%	-	-	-	-	↑0.08pp	2.1	57.1%
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%	101	10	0	0	0	0.00%	↑146.3%	↑900.0%	-	-	-	0.00pp	-	-
TM	TTL	1,772	37	1	0	-17	0.06%	40,564	866	12	3.6	299	0.03%	↑32.2%	↑3.2%	↓36.8%	↓76.6%	↓63.0%	↓0.03pp	52.1	6.9%

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 17 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 17일 Net GMV입니다.

全产品 SKU 实绩详细전 제품 SKU 실적 상세

Unit: RMB / 단위: RMB(8/17 Daily · 08/01-08/17 MTD · vs 07/01-07/17 · Showing 79 models with sales) (8/17 당일 · 08/01-08/17 누계 · 대비 07/01-07/17 · 판매 발생 79개 모델)

Product	Model	专供 전용	8/17 Daily8/17 당일						Aug MTD Aug 1 - Aug 178월 1일~8월 17일 누계						Jul. MTD Jul. 1 - Jul. 177월 1일~7월 17일 누계						vs Jul. Same Period Jul. 1 - Jul. 177월 1일~7월 17일 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	FCY10R4M	O	589	32	3	8,141	2,714	0.5%	7,540	255	76	142,557	1,876	1.0%	5,965	329	61	117,987	1,934	1.0%	↑26.4%	↓22.5%	↑24.6%	↑20.8%	↓3.0%	0.0pp
WM	SC5GMR80H	-	193	8	0	-	0	0%	3,637	149	6	118,771	19,795	0.2%	2,909	173	3	57,382	19,127	0.1%	↑25.0%	↓13.9%	↑100.0%	↑107.0%	↑3.5%	↑0.1pp
WM	FCY10Y4M	O	589	10	1	-2,073	-2,073	0.2%	12,314	254	62	109,714	1,770	0.5%	6,339	276	49	76,365	1,558	0.8%	↑94.3%	↓8.0%	↑26.5%	↑43.7%	↑13.5%	↓0.3pp
WM	FCY10Y4M+RH10V3MVTW	O	376	3	0	-	0	0%	6,867	128	10	44,571	4,457	0.1%	11,964	288	6	35,841	5,974	0.1%	↓42.6%	↓55.6%	↑66.7%	↑24.4%	↓25.4%	0.0pp
WM	SC5MBR80H	O	197	11	0	-	0	0%	4,264	151	2	38,113	19,056	0.0%	7,562	231	3	54,812	18,271	0.0%	↓43.6%	↓34.6%	↓33.3%	↓30.5%	↑4.3%	0.0pp
WM	FCV13G4W+RH10V9AV4W	-	184	13	0	-	0	0%	3,250	121	5	35,537	7,107	0.2%	2,671	132	0	-	0	0%	↑21.7%	↓8.3%	-	-	-	↑0.2pp
WM	SC5MSR40	-	39	1	0	-	0	0%	1,436	60	2	32,598	16,299	0.1%	2,383	114	1	18,399	18,399	0.0%	↓39.7%	↓47.4%	↑100.0%	↑77.2%	↓11.4%	↑0.1pp
WM	FMY10Y4PF	O	60	3	1	2,823	2,823	1.7%	680	46	12	24,639	2,053	1.8%	1,206	49	6	9,581	1,597	0.5%	↓43.6%	↓6.1%	↑100.0%	↑157.2%	↑28.6%	↑1.3pp
WM	FN23BQH	-	80	5	0	-	0	0%	1,307	28	2	23,998	11,999	0.2%	2,522	92	1	1,434	1,434	0.0%	↓48.2%	↓69.6%	↑100.0%	↑1573.5%	↑736.8%	↑0.2pp
WM	DH12X4SC2	-	15	0	0	-	0	0%	559	7	3	22,451	7,484	0.5%	94	4	0	-	0	0%	↑494.7%	↑75.0%	-	-	-	↑0.5pp
WM	FCY90M2P	-	258	12	0	-3,345	0	0%	2,916	102	13	20,303	1,562	0.4%	2,073	184	26	48,623	1,870	1.3%	↑40.7%	↓44.6%	↓50.0%	↓58.2%	↓16.5%	↓0.9pp
WM	S3GHM	O	491	19	0	-	0	0%	9,152	325	2	19,998	9,999	0.0%	6,783	207	7	63,796	9,114	0.1%	↑34.9%	↑57.0%	↓71.4%	↓68.7%	↑9.7%	↓0.1pp
WM	FCW12Y4WA	-	167	1	0	-	0	0%	1,627	32	4	19,089	4,772	0.2%	1,317	47	5	10,755	2,151	0.4%	↑23.5%	↓31.9%	↓20.0%	↑77.5%	↑121.9%	↓0.2pp
WM	FCW12D4WA	-	86	5	1	4,017	4,017	1.2%	899	23	5	16,750	3,350	0.6%	784	49	9	38,283	4,254	1.1%	↑14.7%	↓53.1%	↓44.4%	↓56.2%	↓21.2%	↓0.5pp
WM	FA12CA2C+RH10X75V2N	-	197	9	0	-	0	0%	3,602	123	1	12,999	12,999	0.0%	3,986	172	2	26,673	13,336	0.1%	↓9.6%	↓28.5%	↓50.0%	↓51.3%	↓2.5%	↓0.1pp
WM	FMW10Y4WA	-	72	3	0	-	0	0%	1,248	39	4	11,158	2,790	0.3%	1,086	69	3	2,991	997	0.3%	↑14.9%	↓43.5%	↑33.3%	↑273.1%	↑179.8%	0.0pp
WM	FN23WQH	-	57	3	0	-	0	0%	917	14	1	10,999	10,999	0.1%	878	45	1	9,899	9,899	0.1%	↑4.4%	↓68.9%	0%	↑11.1%	↑11.1%	0.0pp
WM	FW12X4WC2+DH12X4WC2	-	37	2	0	-	0	0%	475	21	1	10,719	10,719	0.2%	331	19	0	-	0	0%	↑43.5%	↑10.5%	-	-	-	↑0.2pp
WM	FH12X9BCA	-	35	2	0	-	0	0%	559	11	2	10,549	5,274	0.4%	349	14	0	-	0	0%	↑60.2%	↓21.4%	-	-	-	↑0.4pp
WM	FH12X9WCA	-	85	4	0	-	0	0%	1,282	37	1	9,999	9,999	0.1%	506	28	3	20,748	6,916	0.6%	↑153.4%	↑32.1%	↓66.7%	↓51.8%	↑44.6%	↓0.5pp
WM	S3IF	-	39	0	0	-	0	0%	916	43	1	9,307	9,307	0.1%	987	46	4	37,181	9,295	0.4%	↓7.2%	↓6.5%	↓75.0%	↓75.0%	↑0.1%	↓0.3pp
WM	FW12X4SC2	-	17	0	0	-	0	0%	513	5	2	8,530	4,265	0.4%	241	6	0	-	0	0%	↑112.9%	↓16.7%	-	-	-	↑0.4pp
WM	DH12X4WC2	-	17	1	0	-	0	0%	666	14	1	6,943	6,943	0.2%	182	8	1	6,969	6,969	0.5%	↑265.9%	↑75.0%	0%	↓0.4%	↓0.4%	↓0.3pp
WM	FCY90N2W	-	187	9	3	6,086	2,029	1.6%	533	-7	6	6,236	1,039	1.1%	6,895	309	62	98,030	1,581	0.9%	↓92.3%	↓102.3%	↓90.3%	↓93.6%	↓34.3%	↑0.2pp
WM	RH10V9AV4W	-	7	1	0	-	0	0%	562	12	1	6,142	6,142	0.2%	87	10	0	-	0	0%	↑546.0%	↑20.0%	-	-	-	↑0.2pp
WM	RH10V9PV2WR	-	22	1	0	-	0	0%	851	18	1	4,844	4,844	0.1%	314	20	4	22,109	5,527	1.3%	↑171.0%	↓10.0%	↓75.0%	↓78.1%	↓12.4%	↓1.2pp
WM	FW12X4WC2	-	17	1	0	-	0	0%	626	9	1	4,737	4,737	0.2%	693	12	3	10,309	3,436	0.4%	↓9.7%	↓25.0%	↓66.7%	↓54.0%	↑37.9%	↓0.2pp
WM	FY10EK2E	-	10	0	0	-	0	0%	295	8	1	4,172	4,172	0.3%	261	14	0	-	0	0%	↑13.0%	↓42.9%	-	-	-	↑0.3pp
WM	FCW12Y4PA	-	19	1	0	-	0	0%	232	10	2	4,047	2,024	0.9%	318	19	3	7,533	2,511	0.9%	↓27.0%	↓47.4%	↓33.3%	↓46.3%	↓19.4%	0.0pp
WM	FCV13G4W	-	71	1	0	-	0	0%	1,553	31	1	3,674	3,674	0.1%	454	34	1	4,164	4,164	0.2%	↑242.1%	↓8.8%	0%	↓11.8%	↓11.8%	↓0.1pp
WM	FA12CA2C	-	21	2	0	-	0	0%	390	10	4	3,657	914	1.0%	737	30	3	17,677	5,892	0.4%	↓47.1%	↓66.7%	↑33.3%	↓79.3%	↓84.5%	↑0.6pp
WM	FMY10Y4PF+RH10V3PV8WS	-	133	8	0	-	0	0%	1,857	57	0	201	0	0%	2,853	121	1	6,599	6,599	0.0%	↓34.9%	↓52.9%	↓100.0%	↓97.0%	↓100.0%	0.0pp
Ref	F664MEH95D	-	32	0	0	-	0	0%	905	28	7	98,303	14,043	0.8%	511	32	4	50,384	12,596	0.8%	↑77.1%	↓12.5%	↑75.0%	↑95.1%	↑11.5%	0.0pp
Ref	F544MMB95D	-	251	7	1	9,594	9,594	0.4%	5,265	114	5	47,970	9,594	0.1%	3,723	59	6	60,889	10,148	0.2%	↑41.4%	↑93.2%	↓16.7%	↓21.2%	↓5.5%	↓0.1pp
Ref	S653MWW87D	-	37	3	0	-	0	0%	1,563	37	3	29,979	9,993	0.2%	2,985	110	2	19,494	9,747	0.1%	↓47.6%	↓66.4%	↑50.0%	↑53.8%	↑2.5%	↑0.1pp
Ref	F544MEH62D	-	251	5	1	6,544	6,544	0.4%	9,310	233	6	28,057	4,676	0.1%	6,680	232	8	49,157	6,145	0.1%	↑39.4%	↑0.4%	↓25.0%	↓42.9%	↓23.9%	0.0pp
Ref	F544MEP62D	-	46	6	0	-	0	0%	1,158	41	4	26,178	6,544	0.3%	1,832	72	3	21,088	7,029	0.2%	↓36.8%	↓43.1%	↑33.3%	↑24.1%	↓6.9%	↑0.1pp
Ref	F664MPY88D	-	38	2	0	-	0	0%	1,049	23	1	17,011	17,011	0.1%	1,004	57	0	-	0	0%	↑4.5%	↓59.6%	-	-	-	↑0.1pp
Ref	S674MEG11D	-	166	8	0	-	0	0%	1,654	51	4	9,834	2,458	0.2%	3,051	136	8	30,816	3,852	0.3%	↓45.8%	↓62.5%	↓50.0%	↓68.1%	↓36.2%	↓0.1pp
Ref	S674MPY11D	-	129	5	0	-	0	0%	1,227	32	4	5,178	1,294	0.3%	2,041	102	13	46,366	3,567	0.6%	↓39.9%	↓68.6%	↓69.2%	↓88.8%	↓63.7%	↓0.3pp
TV	OLED77C6PCA	-	426	9	0	-	0	0%	5,537	118	5	77,950	15,590	0.1%	1,358	49	6	98,805	16,468	0.4%	↑307.7%	↑140.8%	↓16.7%	↓21.1%	↓5.3%	↓0.3pp
TV	OLED77G6PCA	-	66	3	1	34,999	34,999	1.5%	1,026	30	2	71,498	35,749	0.2%	1,208	54	-1	-36,499	0	-0.1%	↓15.1%	↓44.4%	↓300.0%	↓295.9%	-	↑0.3pp
TV	100QNED85BC	-	14	0	1	19,474	19,474	7.1%	218	8	3	60,947	20,316	1.4%	221	4	0	-	0	0%	↓1.4%	↑100.0%	-	-	-	↑1.4pp
TV	75QNED85BCA	-	134	6	0	-	0	0%	2,744	49	8	57,468	7,184	0.3%	2,002	74	0	34	0	0%	↑37.1%	↓33.8%	-	↑168923.5%	-	↑0.3pp
TV	OLED55G6PCA	-	317	9	0	-	0	0%	5,825	124	6	53,980	8,997	0.1%	2,118	62	8	85,982	10,748	0.4%	↑175.0%	↑100.0%	↓25.0%	↓37.2%	↓16.3%	↓0.3pp
TV	75QNED82BCA	O	216	14	1	35	35	0.5%	3,935	102	10	53,671	5,367	0.3%	3,842	122	7	33,947	4,850	0.2%	↑2.4%	↓16.4%	↑42.9%	↑58.1%	↑10.7%	↑0.1pp
TV	OLED48C6PCA	-	320	14	0	-	0	0%	5,148	104	7	39,819	5,688	0.1%	2,725	75	3	19,892	6,631	0.1%	↑88.9%	↑38.7%	↑133.3%	↑100.2%	↓14.2%	0.0pp
TV	OLED65B6PCA	-	140	1	0	-	0	0%	2,581	50	5	39,491	7,898	0.2%	354	12	4	43,476	10,869	1.1%	↑629.1%	↑316.7%	↑25.0%	↓9.2%	↓27.3%	↓0.9pp
TV	65QNED82BCA	O	706	28	0	-	0	0%	12,489	214	12	31,469	2,622	0.1%	10,771	263	14	53,338	3,810	0.1%	↑16.0%	↓18.6%	↓14.3%	↓41.0%	↓31.2%	0.0pp
TV	OLED77B6PCA	-	145	2	0	-	0	0%	1,841	30	2	28,998	14,499	0.1%	420	13	1	15,999	15,999	0.2%	↑338.3%	↑130.8%	↑100.0%	↑81.2%	↓9.4%	↓0.1pp
TV	OLED83C6PCA	-	88	3	0	-	0	0%	1,461	36	1	28,499	28,499	0.1%	1,368	53	2	56,998	28,499	0.1%	↑6.8%	↓32.1%	↓50.0%	↓50.0%	0%	0.0pp
TV	86QNED85BCA	-	52	2	0	-	0	0%	1,513	33	4	28,282	7,070	0.3%	1,368	70	2	17,242	8,621	0.1%	↑10.6%	↓52.9%	↑100.0%	↑64.0%	↓18.0%	↑0.2pp
TV	75MRGB86BCA	-	52	1	1	8,499	8,499	1.9%	1,283	23	2	17,005	8,502	0.2%	607	23	1	8,506	8,506	0.2%	↑111.4%	0%	↑100.0%	↑99.9%	0%	0.0pp
TV	85QNED82BCA	O	291	9	1	8,005	8,005	0.3%	4,570	84	2	16,016	8,008	0.0%	4,348	141	2	15,998	7,999	0.0%	↑5.1%	↓40.4%	0%	↑0.1%	↑0.1%	0.0pp
TV	OLED65C6PCA	-	138	4	0	-	0	0%	2,532	45	1	13,499	13,499	0.0%	2,697	64	1	13,999	13,999	0.0%	↓6.1%	↓29.7%	0%	↓3.6%	↓3.6%	0.0pp
TV	OLED42C6PCA	-	107	2	0	-	0	0%	1,744	44	2	12,198	6,099	0.1%	2,556	100	1	6,123	6,123	0.0%	↓31.8%	↓56.0%	↑100.0%	↑99.2%	↓0.4%	↑0.1pp
TV	OLED48B6PCA	-	132	1	0	-	0	0%	1,484	30	1	5,999	5,999	0.1%	693	8	0	-	0	0%	↑114.1%	↑275.0%	-	-	-	↑0.1pp
TV	65MRGB86BCA	-	139	5	0	-	0	0%	2,802	57	1	5,604	5,604	0.0%	1,253	21	2	12,752	6,376	0.2%	↑123.6%	↑171.4%	↓50.0%	↓56.1%	↓12.1%	↓0.2pp
TV	OLED55B5XCA	-	8	0	1	4,522	4,522	12.5%	83	6	2	4,557	2,278	2.4%	10	0	0	-	0	0%	↑730.0%	-	-	-	-	↑2.4pp
MNT	52G930B-B	-	32	2	2	29,298	14,649	6.2%	788	20	3	43,572	14,524	0.4%	796	39	-1	-14,999	0	-0.1%	↓1.0%	↓48.7%	↓400.0%	↓390.5%	-	↑0.5pp
MNT	27UP850K-W	-	171	13	4	7,696	1,924	2.3%	1,664	105	21	41,279	1,966	1.3%	194	8	0	-	0	0%	↑757.7%	↑1212.5%	-	-	-	↑1.3pp
MNT	32GX870B-B	-	215	5	0	-	0	0%	2,731	52	5	40,765	8,153	0.2%	1,499	54	2	16,573	8,286	0.1%	↑82.2%	↓3.7%	↑150.0%	↑146.0%	↓1.6%	↑0.1pp
MNT	25G590B-B	-	365	3	0	-	0	0%	3,744	59	5	39,965	7,993	0.1%	10	0	0	-	0	0%	↑37340.0%	-	-	-	-	↑0.1pp
MNT	39GX950B-B	-	66	4	1	12,649	12,649	1.5%	1,151	31	3	37,997	12,666	0.3%	1,272	69	10	122,990	12,299	0.8%	↓9.5%	↓55.1%	↓70.0%	↓69.1%	↑3.0%	↓0.5pp
MNT	32GX850A-B	O	26	1	0	-	0	0%	1,385	36	4	19,366	4,842	0.3%	3,708	170	6	29,994	4,999	0.2%	↓62.6%	↓78.8%	↓33.3%	↓35.4%	↓3.2%	↑0.1pp
MNT	27G850A-B	-	82	6	1	3,089	3,089	1.2%	1,154	46	6	19,184	3,197	0.5%	619	27	0	475	0	0%	↑86.4%	↑70.4%	-	↑3938.7%	-	↑0.5pp
MNT	27G64NA-B	-	73	3	2	2,798	1,399	2.7%	1,709	71	11	15,389	1,399	0.6%	851	35	0	-	0	0%	↑100.8%	↑102.9%	-	-	-	↑0.6pp
MNT	PU615U	O	9	2	-1	-6,699	0	-11.1%	257	4	1	6,789	6,789	0.4%	299	5	2	13,998	6,999	0.7%	↓14.0%	↓20.0%	↓50.0%	↓51.5%	↓3.0%	↓0.3pp
MNT	27GX700A-B	-	45	2	0	-	0	0%	725	24	1	3,299	3,299	0.1%	530	18	3	10,822	3,607	0.6%	↑36.8%	↑33.3%	↓66.7%	↓69.5%	↓8.5%	↓0.5pp
MNT	32UQ850V-W	-	16	1	-1	-3,299	0	-6.2%	306	5	1	3,099	3,099	0.3%	131	7	1	3,134	3,134	0.8%	↑133.6%	↓28.6%	0%	↓1.1%	↓1.1%	↓0.5pp
MNT	32GS94U-B	-	26	1	0	-	0	0%	466	5	1	3,039	3,039	0.2%	56	4	0	-	0	0%	↑732.1%	↑25.0%	-	-	-	↑0.2pp
MNT	27G810A-B	-	42	0	0	-	0	0%	579	3	1	2,299	2,299	0.2%	327	20	0	-	0	0%	↑77.1%	↓85.0%	-	-	-	↑0.2pp
MNT	27GX704A-B	-	9	0	0	-	0	0%	284	3	1	2,184	2,184	0.4%	91	6	3	7,122	2,374	3.3%	↑212.1%	↓50.0%	↓66.7%	↓69.3%	↓8.0%	↓2.9pp
MNT	32G620B-B	-	7	0	0	-	0	0%	283	-1	1	1,804	1,804	0.4%	63	2	0	-	0	0%	↑349.2%	↓150.0%	-	-	-	↑0.4pp
MNT	34U601B-B	-	1	1	0	-	0	0%	31	3	1	1,699	1,699	3.2%	114	2	1	1,599	1,599	0.9%	↓72.8%	↑50.0%	0%	↑6.3%	↑6.3%	↑2.3pp
MNT	24G411B-B	-	10	0	0	-	0	0%	544	6	2	1,265	632	0.4%	910	37	6	3,861	644	0.7%	↓40.2%	↓83.8%	↓66.7%	↓67.2%	↓1.7%	↓0.3pp
PC	16Z90U-K.ALB7C	-	4	0	0	-	0	0%	304	0	1	14,999	14,999	0.3%	173	0	0	-	0	0%	↑75.7%	-	-	-	-	↑0.3pp
A/P	AS60GHWZ0	O	17	1	0	-	0	0%	1,804	29	2	3,398	1,699	0.1%	2,582	12	1	1,699	1,699	0.0%	↓30.1%	↑141.7%	↑100.0%	↑100.0%	0%	↑0.1pp

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 (08/01-08/17) vs 前月同期 (07/01-07/17) · Unit: K RMB / 단위: K RMB

Product	Model	Aug MTD Aug 1 - Aug 178월 1일~8월 17일 누계			Jul. MTD Jul. 1 - Jul. 177월 1일~7월 17일 누계			vs Jul. Same Period Jul. 1 - Jul. 177월 1일~7월 17일 대비
Product	Model	LG.COM	JD	TM	LG.COM	JD	TM	LG.COM	JD	TM
W/M	S3CW	390	-	-	-	-	-	NEW	-	-
	FCY10R4M	2	134	6	2	109	6	↓12.5%	↑22.8%	↓1.6%
	SC5GMR80H	-	119	-	17	40	-	-	↑197.0%	-
	FCY10Y4M	-	101	8	-	67	10	-	↑51.4%	↓11.6%
	FCY10Y4M+RH10V3MVTW	-	45	-	-	13	23	-	↑245.7%	-
	SC5MBR80H	-	38	-	17	38	-	-	↑0.3%	-
	FCV13G4W+RH10V9AV4W	-	36	-	-	-	-	-	NEW	-
	SC5MSR40	-	33	-	-	-	18	-	NEW	-
	FMY10Y4PF	-	22	2	-	10	-	-	↑131.2%	NEW
	FN23BQH	-	24	-	-	1	-	-	↑1614.3%	-
REF	F664MEH95D	50	48	-	50	-	-	0.0%	NEW	-
	F544MMB95D	48	-	-	48	13	-	0.0%	-	-
	S653MWW87D	-	30	-	-	20	-	-	↑53.8%	-
	F544MEH62D	13	22	-	20	30	-	↓33.2%	↓23.7%	-
	F544MEP62D	26	-	-	13	8	-	↑100.0%	-	-
	F664MPY88D	-	17	-	-	-	-	-	NEW	-
	S674MEG11D	-	10	-	-	31	-	-	↓68.2%	-
	S674MPY11D	-	5	-	4	42	-	-	↓87.7%	-
	F544MEH85D	-	-	-	-	27	-	-	-	-
	F554GBBV3B	-	-	-	-	-	-	-	-	-
LTV	OLED77C6PCA	-	78	-	-	99	-	-	↓21.1%	-
	OLED77G6PCA	-	72	-	-	-	-	-	NEW	-
	100QNED85BC	39	22	-	-	-	-	NEW	NEW	-
	75QNED85BCA	13	44	-	-	-	-	NEW	NEW	-
	OLED55G6PCA	-	54	-	-	86	-	-	↓37.2%	-
	75QNED82BCA	5	42	6	10	24	-	↓49.5%	↑77.2%	NEW
	OLED48C6PCA	-	40	-	-	20	-	-	↑100.0%	-
	OLED65B6PCA	-	40	-	-	44	-	-	↓9.2%	-
	65QNED82BCA	4	27	1	-	45	8	NEW	↓40.2%	↓90.4%
	OLED77B6PCA	-	29	-	-	16	-	-	↑81.2%	-
MNT	52G930B-B	14	29	-	-	-	-	NEW	NEW	-
	27UP850K-W	8	34	-	-	-	-	NEW	NEW	-
	32GX870B-B	8	33	-	25	-	-	↓68.9%	NEW	-
	25G590B-B	-	32	8	-	-	-	-	NEW	NEW
	39GX950B-B	12	26	-	45	78	-	↓72.7%	↓67.2%	-
	32GX850A-B	-	19	-	-	30	-	-	↓35.3%	-
	27G850A-B	-	19	-	0	-	-	-	NEW	-
	27G64NA-B	-	15	-	-	-	-	-	NEW	-
	PU615U	-	7	-	-	14	-	-	↓51.4%	-
	27GX700A-B	-	3	-	4	7	-	-	↓54.8%	-
PC	16Z90U-K.ALB7C	-	15	-	-	-	-	-	NEW	-
	14Z90S-G.AL55C	-	-	-	-	-	-	-	-	-
	16Z90TP-G.AL87C	-	-	-	-	-	-	-	-	-
	16Z90TR-E.AL88C	-	-	-	-	-	-	-	-	-
	16Z90U-G.AL87C	-	-	-	-	-	-	-	-	-
	16Z90U-G.AL88C	-	-	-	-	-	-	-	-	-
	16Z90U-K.ALB9C	-	-	-	14	-	-	-	-	-
	17Z90U-G.AL87C	-	-	-	-	-	-	-	-	-
	17Z90U-G.AL88C	-	-	-	-	-	-	-	-	-
	16Z90U-K.ALB8C	-	-	-	-	-	-	-	-	-
A/P	AS60GHWZ0	-	3	-	-	2	-	-	↑100.0%	-

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.【整体达成：跑赢时间轴，后半月需稳节奏】截至8/17，MTD累计 347.1K USD，月度目标 610.0K USD，整体达成率 56.9%，领先时间进度 54.8% 约 2.1pp，节奏稳健。环比上月同期（291.2K USD）增长 +19.2%，增势明确。当日（8/17）贡献 13.7K USD。距月末目标尚余 262.9K USD，后 14 天需维持约 18.8K USD/日方可达标。建议稳固 WM 主力盘、补强 TV 与 Ref 短板，避免后劲不足。

2.【渠道结构：JD 单核依赖，LG.COM 最优，TM 仍爬坡】渠道集中度偏高：JD 贡献 71.2% GMV（247.1K USD），达成率 57.7%，是绝对核心且单一依赖渠道。LG.COM 达成率 74.3%（96.4K USD）为三端最优，但体量仅为 JD 的零头。TM 新店达成率仅 6.9%（3.6K USD），日 UV 2,386、CVR 0.03%，处流量爬坡期。建议 LG.COM 达标后由冲量转向毛利优化，TM 优先补齐上架与搜索排名以抬升转化漏斗。

3.【WM 增长主线：量价齐升，LG.COM 渠道暴涨】WM 是本月最强增长引擎，MTD 175.3K USD，环比上月同期（121.1K USD）增长 +44.8%，达成率 73.9% 居六大品类之首。LG.COM WM 环比上月同期暴涨 +335.9%（59.4K vs 13.6K），JD WM +20.1%，D2C WM +44.8%。ASP 由 445.1 升至 572.9 USD，量价齐升。建议维持 WM 推广资源，并借势将 LG.COM 专供型号向 JD 复制，分散单渠道依赖。

4.【单日单型号集中：S3CW 独撑 LG.COM 当日 97.6%】单日单型号集中风险：LG.COM 在 2026-08-10 由型号 S3CW（WM 洗衣机）单日售出 71 台、GMV 57,596 USD，占当日 LG.COM 全站 GMV 的 97.6%。该型号同时为 MTD 全渠道 GMV 冠军（390,500 RMB）。单模型单日贡献近全站，说明当日业绩高度依赖一笔大单或活动，存在促销结束或断货即回落的悬崖风险。建议锁定 S3CW 库存安全水位、避免缺货断档，并以洗烘套装连带摊薄单点依赖。

5.【Ref 三端同步转弱，TM 冰箱转负中断】冰箱品类（Ref）环比上月同期下滑 -21.5%（38.7K vs 49.3K），达成率 53.7%，且 D2C/京东/LG.COM 三端同步转弱，CVR 由 0.20 降至 0.13。TM 渠道冰箱更出现 -1.1K USD 净负（退货冲抵），实际已中断贡献。建议排查 Ref listing 价格与库存、补强中端型号；TM 冰箱重启须先解决负向数据口径与在售 SKU 完整性。

6.【PC 品类全平台停摆，长尾中断】PC 品类全平台 0 销量，MTD 0.0K USD，环比上月同期（2.1K）下降 99.5%，D2C/京东/LG.COM/TM 四端 EA 均为 0，已呈停摆状态。属典型长尾中断。建议确认是否为选品下架或供应链断档：若战略放弃则调低目标权重；若需重启应尽快补货并重建 LG Gram 系列曝光与详情页。

7.【流量向好但 CVR 微降，高流量低转化型号待修复】整体流量健康：TTL UV 环比上月同期 +13.2%，GMV +19.2%，GMV 增速领先 UV，转化效率向好；但整体 CVR 0.24% 较上月同期 0.25% 微降 0.01pp。转化洼地集中在高 UV 低 CVR 型号：S3GHM（UV 9,152 / CVR 0.0%）、SC5MBR80H（UV 4,264 / CVR 0.0%）、FA12CA2C+RH10X75V2N（UV 3,602 / CVR 0.0%）。建议优化这些型号详情页与价格/促销组合，把曝光转化为成交。

8.【TV 增长但达成垫底，高客单转化承压】TV MTD 94.3K USD，环比上月同期 +14.4%，D2C 端 UV 环比 +36.8%，增长动能来自流量扩张；但整体达成率仅 39.7%，为六大品类最低，距目标 237.7K USD 缺口最大。高 ASP 型号转化承压：D2C TV ASP 1,256.7 USD、CVR 仅 0.10，JD TV ASP 1,291.7 USD、CVR 0.11。建议 TV 在放量同时主攻高客单转化（以旧换新、分期、套装），避免只涨流量不涨成交。

1.[전체 달성: 경과율 상회, 후반기 페이스 유지 필요] 8/17 기준 MTD 누적 347.1K USD, 월 목표 610.0K USD 대비 전체 달성률 56.9%로 경과율 54.8%을 약 2.1pp 상회하며 안정적 페이스 유지. 전월 동기(291.2K USD) 대비 +19.2% 성장하며 증가세 뚜렷. 당일(8/17)은 13.7K USD 기여. 월말 목표까지 262.9K USD 잔여로, 남은 14일간 일평균 약 18.8K USD 필요. WM 주력 카테고리 안정화 및 TV·Ref 보완으로 후반기 모멘텀 유지 권장.

2.[채널 구조: JD 단일 핵심 의존, LG.COM 최우수, TM은 램프업 중] 채널 집중도 높음: JD가 GMV의 71.2%(247.1K USD)를 차지, 달성률 57.7%로 절대적 핵심이자 단일 의존 채널. LG.COM 달성률 74.3%(96.4K USD)로 3개 채널 중 최우수이나 규모는 JD의 일부분. TM 신규 스토어 달성률 6.9%(3.6K USD), 일 UV 2,386·CVR 0.03%로 트래픽 램프업 단계. LG.COM은 목표 달성 후 물량 확대에서 마진 최적화로 전환, TM은 등록 확대 및 검색 순위로 전환 퍼널 제고 권장.

3.[WM 성장 동력: 물량·단가 동반 상승, LG.COM 채널 급증] WM은 금월 최강 성장 동력, MTD 175.3K USD로 전월 동기(121.1K USD) 대비 +44.8% 성장, 달성률 73.9%로 6개 카테고리 1위. LG.COM WM은 전월 동기 대비 +335.9%(59.4K vs 13.6K) 급증, JD WM +20.1%, D2C WM +44.8%. ASP는 445.1에서 572.9 USD로 상승하며 물량·단가 동반 상승. WM 프로모션 리소스 유지 및 LG.COM 전용 모델의 JD 복제로 단일 채널 의존 분산 권장.

4.[일별 단일 모델 집중: S3CW가 LG.COM 당일 97.6% 견인] 일별 단일 모델 집중 리스크: LG.COM이 2026-08-10 모델 S3CW(WM 세탁기) 단일 모델로 당일 71대·GMV 57,596 USD를 판매, 당일 LG.COM 전체 GMV의 97.6% 차지. 동 모델은 MTD 전 채널 GMV 1위(390,500 RMB). 단일 모델이 당일 매출을 사실상 견인하며, 프로모션 종료나 품절 시 급락하는 클리프 리스크 존재. S3CW 재고 안전 수준 확보·품절 방지 및 세탁건조 세트 연계 판매로 단일 의존 분산 권장.

5.[Ref 3채널 동반 약세, TM 냉장고 마이너스 전환] 냉장고(Ref)는 전월 동기 대비 -21.5% 하락(38.7K vs 49.3K), 달성률 53.7%이며 D2C·JD·LG.COM 3채널이 동반 약세, CVR은 0.20에서 0.13으로 하락. TM 채널 냉장고는 -1.1K USD 순마이너스(반품 상계)로 실질 기여 중단. Ref 리스팅 가격·재고 점검 및 중가 모델 보강 권장. TM 냉장고 재개는 마이너스 발생 원인 파악과 판매 SKU 정비를 선행해야 한다.

6.[PC 카테고리 전 채널 중단, 롱테일 정지] PC 카테고리는 전 채널 0 판매, MTD 0.0K USD로 전월 동기(2.1K) 대비 99.5% 감소, D2C·JD·LG.COM·TM 4개 채널 EA 모두 0으로 중단 상태. 전형적 롱테일 정지. 상품 철수 또는 공급망 단절 여부 확인 필요: 전략적 포기 시 목표 가중치 하향, 재개 시 신속 보충 및 LG Gram 시리즈 노출·상세페이지 재구축 권장.

7.[트래픽 개선이나 CVR 소폭 하락, 고트래픽 저전환 모델 보완 필요] 전체 트래픽 양호: TTL UV는 전월 동기 대비 +13.2%, GMV +19.2%로 GMV 증가율이 UV를 상회하며 전환 효율 개선. 단 전체 CVR 0.24%는 전월 동기 0.25% 대비 0.01pp 소폭 하락. 전환 부진은 고 UV·저 CVR 모델에 집중: S3GHM(UV 9,152/CVR 0.0%), SC5MBR80H(UV 4,264/CVR 0.0%), FA12CA2C+RH10X75V2N(UV 3,602/CVR 0.0%). 해당 모델 상세페이지 및 가격·프로모션 조합 최적화로 노출을 실제 거래로 전환 권장.

8.[TV 성장하나 달성률 최하위, 고객단가 전환 부진] TV MTD 94.3K USD로 전월 동기 대비 +14.4%, D2C 채널 UV는 +36.8%로 성장 동력은 트래픽 확대에서 기인. 단 전체 달성률은 39.7%로 6개 카테고리 최하위, 목표 237.7K USD 대비 갭 최대. 고 ASP 모델 전환 부진: D2C TV ASP 1,256.7 USD·CVR 0.10, JD TV ASP 1,291.7 USD·CVR 0.11. TV는 물량 확대와 함께 중고교환·할부·세트 등 고객단가 전환에 주력, 트래픽만 늘고 거래는 정체되는 상황 방지 권장.