LGECH D2C Daily Report

Update: 2026-09-16

Channel × Product Performance · Period 09/01 - 09/15 · Unit: K USD · Rate: ¥6.76/USD · Net GMV = GMV - Cancel

Today Net GMV당일 Net GMV (2026-09-15 당일)12.1 K USD

MTD Net GMV월 누계 Net GMV (09/01 - 09/15)324.7 K USD

Net GMV Target AchievementGMV 목표 달성률49.6%324.7 / 655 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.COM48Net GMV K USDProg.

41.1%

Retail JD252Net GMV K USDProg.

51.5%

Retail TM24Net GMV K USDProg.

50.4%

W/M166

前月同期 163 K USD전월 동기

↑1.3%

REF48

前月同期 33 K USD전월 동기

↑44.8%

LTV80

前月同期 78 K USD전월 동기

↑3.3%

MNT29

前月同期 30 K USD전월 동기

↓5.3%

PC2

前月同期 0 K USD전월 동기

↑18901.3%

A/P0

前月同期 0 K USD전월 동기

↓50.7%

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

9/15 Daily · Sep MTD · vs Aug. Same Period · Net GMV Unit: K USD · ASP Unit: USD/EA 9/15 당일 · 9월 누계 · 8월 동기 대비 · GMV 단위: K USD · ASP 단위: USD/EA

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

Channel 채널	Product 제품	9/15 Daily9/15 당일						Sep MTD Sep 1 - Sep 159월 1일~9월 15일 누계						vs Aug. Same Period Aug. 1 - Aug. 158월 1일~8월 15일 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	5,784	217	16	6.3	395	0.28%	80,052	3,083	301	165.5	550	0.38%	↑12.5%	↑58.9%	↑6.0%	↑1.3%	↓4.5%	↓0.02pp	259.0	63.9%
D2C	REF	1,156	28	2	1.0	488	0.17%	20,692	741	42	47.9	1,141	0.20%	↓12.3%	↑35.0%	↑40.0%	↑44.8%	↑3.4%	↑0.08pp	65.5	73.1%
D2C	LTV	5,232	144	4	5.7	1,422	0.08%	71,690	2,046	144	80.2	557	0.20%	↑12.6%	↑64.9%	↑118.2%	↑3.3%	↓52.6%	↑0.10pp	252.5	31.7%
D2C	MNT	1,853	68	5	1.6	319	0.27%	37,160	963	76	28.6	376	0.20%	↑76.0%	↑108.4%	↑35.7%	↓5.3%	↓30.2%	↓0.06pp	75.7	37.8%
D2C	PC	66	0	-1	-2.5	0	-1.52%	2,053	8	1	2.1	2,108	0.05%	↑116.3%	↑14.3%	-	↑18901.3%	-	↑0.05pp	2.3	93.3%
D2C	A/P	19	1	0	0	0	0.00%	382	14	1	0.2	248	0.26%	↓78.4%	↓46.2%	↓50.0%	↓50.7%	↓1.5%	↑0.15pp	-	-
D2C	TTL	14,110	458	26	12.1	464	0.18%	212,029	6,855	565	324.5	574	0.27%	↑16.4%	↑62.2%	↑29.0%	↑6.5%	↓17.5%	↑0.03pp	655.0	49.5%
LG.COM	W/M	220	2	3	3.4	1,134	1.36%	6,194	48	17	15.5	913	0.27%	↓40.4%	↓39.2%	↓77.0%	↓73.9%	↑13.5%	↓0.44pp	38.7	40.1%
LG.COM	REF	83	2	1	1.0	968	1.20%	2,063	34	17	21.6	1,271	0.82%	↓29.9%	↑580.0%	↑41.7%	↑34.1%	↓5.3%	↑0.42pp	23.7	91.1%
LG.COM	LTV	108	1	1	0.4	436	0.93%	3,821	82	65	6.7	103	1.70%	↓28.7%	↑272.7%	↑828.6%	↓19.4%	↓91.3%	↑1.57pp	35.0	19.1%
LG.COM	MNT	247	0	0	0	0	0.00%	10,400	49	11	2.4	220	0.11%	↑54.6%	↑69.0%	↑22.2%	↓48.3%	↓57.7%	↓0.03pp	20.3	11.9%
LG.COM	PC	61	0	0	0	0	0.00%	1,956	7	1	2.1	2,108	0.05%	↑127.7%	↓22.2%	-	-	-	↑0.05pp	-	-
LG.COM	A/P	10	0	0	0	0	0.00%	151	0	0	0	0	0.00%	↓74.5%	-	-	-	-	0.00pp	-	-
LG.COM	TTL	729	5	5	4.8	961	0.69%	24,585	220	111	48.3	435	0.45%	↓8.5%	↑52.8%	↑8.8%	↓45.5%	↓49.9%	↑0.07pp	117.8	41.0%
JD	W/M	3,317	185	13	2.9	224	0.39%	42,472	2,415	269	133.6	497	0.63%	↑0.8%	↑67.4%	↑32.5%	↑31.7%	↓0.6%	↑0.15pp	194.4	68.7%
JD	REF	904	24	1	0	9	0.11%	15,528	631	21	23.4	1,116	0.14%	↑17.2%	↑67.8%	↑16.7%	↑29.4%	↑10.9%	0.00pp	39.5	59.2%
JD	LTV	3,594	126	3	5.3	1,750	0.08%	47,938	1,709	73	69.1	946	0.15%	↓1.0%	↑61.1%	↑30.4%	↑1.3%	↓22.3%	↑0.04pp	204.5	33.8%
JD	MNT	1,029	59	5	1.6	319	0.49%	16,042	743	63	25.6	407	0.39%	↑19.3%	↑82.1%	↑37.0%	↑5.2%	↓23.2%	↑0.05pp	48.6	52.8%
JD	PC	5	0	-1	-2.5	0	-20.00%	97	1	0	0	0	0.00%	↑7.8%	↓150.0%	-	↓100.0%	-	0.00pp	2.3	0%
JD	A/P	7	1	0	0	0	0.00%	123	8	1	0.2	248	0.81%	↓88.7%	↓55.6%	↓50.0%	↓50.7%	↓1.5%	↑0.63pp	-	-
JD	TTL	8,856	395	21	7.3	346	0.24%	122,200	5,507	427	252.0	590	0.35%	↑3.2%	↑66.7%	↑31.4%	↑18.5%	↓9.8%	↑0.07pp	489.3	51.5%
TM	W/M	2,247	30	0	0	0	0.00%	31,386	620	15	16.3	1,090	0.05%	↑68.5%	↑48.3%	↑114.3%	↑559.8%	↑207.9%	↑0.01pp	26.0	62.9%
TM	REF	169	2	0	0	0	0.00%	3,101	76	4	2.9	724	0.13%	↓58.0%	↓54.8%	-	↓361.0%	-	↑0.13pp	2.3	128.1%
TM	LTV	1,530	17	0	0	0	0.00%	19,931	255	6	4.4	732	0.03%	↑101.4%	↑61.4%	↑100.0%	↑309.2%	↑104.6%	0.00pp	12.9	34.0%
TM	MNT	577	9	0	0	0	0.00%	10,718	171	2	0.6	279	0.02%	↑1050.0%	↑584.0%	↑100.0%	↓52.7%	↓76.4%	↓0.09pp	6.8	8.2%
TM	PC	0	0	0	0	0	0.00%	0	0	0	0	0	0.00%	-	-	-	-	-	0.00pp	-	-
TM	A/P	2	0	0	0	0	0.00%	108	6	0	0	0	0.00%	↑24.1%	↓25.0%	-	-	-	0.00pp	-	-
TM	TTL	4,525	58	0	0	0	0.00%	65,244	1,128	27	24.2	896	0.04%	↑76.7%	↑45.2%	↑145.5%	↑568.2%	↑172.2%	↑0.01pp	48.0	50.4%

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. = Sep 1 - Sep 15 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. = 9월 1일~9월 15일 Net GMV입니다.

全产品 SKU 实绩详细전 제품 SKU 실적 상세

Unit: RMB / 단위: RMB(9/15 Daily · 09/01-09/15 MTD · vs 08/01-08/15 · Showing 87 models with sales) (9/15 당일 · 09/01-09/15 누계 · 대비 08/01-08/15 · 판매 발생 87개 모델)

Product	Model	专供 전용	9/15 Daily9/15 당일						Sep MTD Sep 1 - Sep 159월 1일~9월 15일 누계						Aug. MTD Aug. 1 - Aug. 158월 1일~8월 15일 누계						vs Aug. Same Period Aug. 1 - Aug. 158월 1일~8월 15일 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	S3GHM	O	1,240	21	-1	-9,006	0	-0.1%	12,203	379	13	121,405	9,339	0.1%	7,926	287	2	19,998	9,999	0.0%	↑54.0%	↑32.1%	↑550.0%	↑507.1%	↓6.6%	↑0.1pp
WM	FCY90M2P	-	193	12	1	2,799	2,799	0.5%	3,164	225	51	110,251	2,162	1.6%	2,481	78	13	23,648	1,819	0.5%	↑27.5%	↑188.5%	↑292.3%	↑366.2%	↑18.8%	↑1.1pp
WM	FCY10Y4M	O	659	26	1	2,418	2,418	0.2%	17,084	352	62	102,797	1,658	0.4%	11,080	220	56	102,792	1,836	0.5%	↑54.2%	↑60.0%	↑10.7%	0%	↓9.7%	↓0.1pp
WM	FCY10R4M	O	240	10	4	5,739	1,435	1.7%	5,430	227	48	97,928	2,040	0.9%	6,413	196	71	131,864	1,857	1.1%	↓15.3%	↑15.8%	↓32.4%	↓25.7%	↑9.8%	↓0.2pp
WM	SC5GMR80H	-	244	17	0	-	0	0%	4,184	268	5	97,838	19,568	0.1%	3,333	135	4	79,996	19,999	0.1%	↑25.5%	↑98.5%	↑25.0%	↑22.3%	↓2.2%	0.0pp
WM	FCY10Y4M+RH10V3MVTW	O	441	14	2	13,022	6,511	0.5%	7,243	188	15	91,930	6,129	0.2%	6,063	116	10	44,571	4,457	0.2%	↑19.5%	↑62.1%	↑50.0%	↑106.3%	↑37.5%	0.0pp
WM	FCV13G4W+RH10V9AV4W	-	87	3	0	-	0	0%	1,450	109	7	61,458	8,780	0.5%	2,901	97	5	35,537	7,107	0.2%	↓50.0%	↑12.4%	↑40.0%	↑72.9%	↑23.5%	↑0.3pp
WM	FCY90N2W	-	260	19	4	4,635	1,159	1.5%	2,866	197	34	54,666	1,608	1.2%	329	-19	3	150	50	0.9%	↑771.1%	↓1136.8%	↑1033.3%	↑36344.0%	↑3115.6%	↑0.3pp
WM	S3IF	-	192	4	0	-	0	0%	1,069	42	3	34,855	11,618	0.3%	838	39	1	9,307	9,307	0.1%	↑27.6%	↑7.7%	↑200.0%	↑274.5%	↑24.8%	↑0.2pp
WM	FCW12D4WA	-	43	6	1	50	50	2.3%	859	48	10	34,736	3,474	1.2%	783	16	3	12,683	4,228	0.4%	↑9.7%	↑200.0%	↑233.3%	↑173.9%	↓17.8%	↑0.8pp
WM	WT1310BGA	-	36	0	1	11,399	11,399	2.8%	877	10	3	34,197	11,399	0.3%	1,438	4	0	-	0	0%	↓39.0%	↑150.0%	-	-	-	↑0.3pp
WM	FCW12Y4WA	-	204	11	0	-	0	0%	1,869	78	5	25,379	5,076	0.3%	1,303	27	3	9,890	3,297	0.2%	↑43.4%	↑188.9%	↑66.7%	↑156.6%	↑54.0%	↑0.1pp
WM	FH12X9BCA	-	62	1	1	50	50	1.6%	915	19	3	22,479	7,493	0.3%	500	9	2	10,549	5,274	0.4%	↑83.0%	↑111.1%	↑50.0%	↑113.1%	↑42.1%	↓0.1pp
WM	FN23WQH	-	42	0	0	-	0	0%	742	35	2	21,968	10,984	0.3%	814	9	1	10,999	10,999	0.1%	↓8.8%	↑288.9%	↑100.0%	↑99.7%	↓0.1%	↑0.2pp
WM	FH12X9WCA	-	63	2	0	-	0	0%	1,542	43	2	20,301	10,150	0.1%	1,140	32	2	20,948	10,474	0.2%	↑35.3%	↑34.4%	0%	↓3.1%	↓3.1%	↓0.1pp
WM	SC5MSR40	-	72	2	0	-	0	0%	1,385	66	1	15,470	15,470	0.1%	1,352	55	2	32,598	16,299	0.1%	↑2.4%	↑20.0%	↓50.0%	↓52.5%	↓5.1%	0.0pp
WM	RH10V9AV4W	-	16	1	0	-	0	0%	157	9	3	14,447	4,816	1.9%	553	11	1	6,142	6,142	0.2%	↓71.6%	↓18.2%	↑200.0%	↑135.2%	↓21.6%	↑1.7pp
WM	DH12X4WC2	-	23	4	0	-	0	0%	354	31	2	13,923	6,962	0.6%	628	12	1	6,943	6,943	0.2%	↓43.6%	↑158.3%	↑100.0%	↑100.5%	↑0.3%	↑0.4pp
WM	RH10V3MVTW	-	21	1	0	-	0	0%	343	17	4	13,115	3,279	1.2%	646	7	0	-	0	0%	↓46.9%	↑142.9%	-	-	-	↑1.2pp
WM	RH10X77VEN	-	0	0	0	-	0	0%	13	0	2	12,234	6,117	15.4%	2	0	0	-	0	0%	↑550.0%	-	-	-	-	↑15.4pp
WM	FA12CA2C+RH10X75V2N	-	73	6	0	-	0	0%	1,248	107	2	12,224	6,112	0.2%	3,241	103	0	-	0	0%	↓61.5%	↑3.9%	-	-	-	↑0.2pp
WM	FW12X4WC2+DH12X4WC2	-	22	0	0	-	0	0%	354	22	2	11,158	5,579	0.6%	407	18	1	10,719	10,719	0.2%	↓13.0%	↑22.2%	↑100.0%	↑4.1%	↓48.0%	↑0.4pp
WM	S3BF	-	33	1	0	-	0	0%	936	12	1	10,915	10,915	0.1%	578	11	0	-	0	0%	↑61.9%	↑9.1%	-	-	-	↑0.1pp
WM	RH10V9PV2WR	-	17	2	0	-	0	0%	336	21	2	10,715	5,358	0.6%	810	15	1	4,844	4,844	0.1%	↓58.5%	↑40.0%	↑100.0%	↑121.2%	↑10.6%	↑0.5pp
WM	FA12DA2C	-	1	1	1	5,347	5,347	100.0%	29	4	2	10,695	5,348	6.9%	8	1	0	-	0	0%	↑262.5%	↑300.0%	-	-	-	↑6.9pp
WM	FMY10Y4PF	O	1	0	0	-	0	0%	403	22	5	9,926	1,985	1.2%	576	36	10	19,475	1,948	1.7%	↓30.0%	↓38.9%	↓50.0%	↓49.0%	↑1.9%	↓0.5pp
WM	RH10X75V2N	-	17	3	0	-	0	0%	164	17	1	7,655	7,655	0.6%	562	8	0	-	0	0%	↓70.8%	↑112.5%	-	-	-	↑0.6pp
WM	DH12X4SC2	-	11	0	0	-	0	0%	200	5	1	7,485	7,485	0.5%	529	6	3	22,451	7,484	0.6%	↓62.2%	↓16.7%	↓66.7%	↓66.7%	0%	↓0.1pp
WM	RH10V3AV6W	-	20	2	0	-	0	0%	88	6	3	6,781	2,260	3.4%	14	0	0	-	0	0%	↑528.6%	-	-	-	-	↑3.4pp
WM	FA12CA2C	-	29	3	0	-	0	0%	408	30	1	6,548	6,548	0.2%	351	8	4	3,657	914	1.1%	↑16.2%	↑275.0%	↓75.0%	↑79.1%	↑616.2%	↓0.9pp
WM	FMY10Y4PF+RH10V3PV8WS	-	1	0	0	-	0	0%	712	28	1	6,341	6,341	0.1%	1,586	47	0	201	0	0%	↓55.1%	↓40.4%	-	↑3054.7%	-	↑0.1pp
WM	RH10X76V2N	-	1	1	1	6,250	6,250	100.0%	3	1	1	6,250	6,250	33.3%	2	0	0	-	0	0%	↑50.0%	-	-	-	-	↑33.3pp
WM	FY14CJ0E	-	18	1	0	-	0	0%	303	10	2	5,820	2,910	0.7%	347	3	0	-	0	0%	↓12.7%	↑233.3%	-	-	-	↑0.7pp
WM	FCW12Y4PA	-	11	1	0	-	0	0%	198	15	2	3,981	1,990	1.0%	200	9	2	4,047	2,024	1.0%	↓1.0%	↑66.7%	0%	↓1.6%	↓1.6%	0.0pp
WM	FY10EK2E	-	25	2	0	-	0	0%	274	11	0	487	0	0%	263	8	0	-	0	0%	↑4.2%	↑37.5%	-	-	-	0.0pp
WM	FMW10Y4WA	-	26	3	0	-	0	0%	366	18	0	172	0	0%	1,115	32	4	11,158	2,790	0.4%	↓67.2%	↓43.8%	↓100.0%	↓98.5%	↓100.0%	↓0.4pp
Ref	F544MMB95D	-	154	4	0	-	0	0%	3,124	120	7	70,457	10,065	0.2%	4,709	101	4	38,376	9,594	0.1%	↓33.7%	↑18.8%	↑75.0%	↑83.6%	↑4.9%	↑0.1pp
Ref	F664MPY88D	-	53	2	0	-	0	0%	1,268	58	4	60,620	15,155	0.3%	977	18	1	17,011	17,011	0.1%	↑29.8%	↑222.2%	↑300.0%	↑256.4%	↓10.9%	↑0.2pp
Ref	F544MEH62D	-	193	8	1	60	60	0.5%	3,029	107	7	43,392	6,199	0.2%	8,830	220	5	21,513	4,303	0.1%	↓65.7%	↓51.4%	↑40.0%	↑101.7%	↑44.1%	↑0.1pp
Ref	F544MEP62D	-	63	4	1	6,544	6,544	1.6%	1,028	55	5	35,632	7,126	0.5%	1,072	32	4	26,178	6,544	0.4%	↓4.1%	↑71.9%	↑25.0%	↑36.1%	↑8.9%	↑0.1pp
Ref	S674MEG11D	-	324	3	0	-	0	0%	5,558	154	8	32,620	4,078	0.1%	1,325	35	4	9,834	2,458	0.3%	↑319.5%	↑340.0%	↑100.0%	↑231.7%	↑65.9%	↓0.2pp
Ref	S653MEP87D	-	29	0	0	-	0	0%	537	41	2	21,545	10,772	0.4%	571	13	0	-	0	0%	↓6.0%	↑215.4%	-	-	-	↑0.4pp
Ref	S653MWW87D	-	118	1	0	-	0	0%	1,276	41	2	20,282	10,141	0.2%	1,491	33	2	20,007	10,004	0.1%	↓14.4%	↑24.2%	0%	↑1.4%	↑1.4%	↑0.1pp
Ref	S653MPY33D	-	37	2	0	-	0	0%	395	30	3	19,633	6,544	0.8%	884	12	0	-	0	0%	↓55.3%	↑150.0%	-	-	-	↑0.8pp
Ref	S674MPY11D	-	151	4	0	-	0	0%	2,568	98	3	10,010	3,337	0.1%	969	20	4	5,178	1,294	0.4%	↑165.0%	↑390.0%	↓25.0%	↑93.3%	↑157.8%	↓0.3pp
Ref	F544MEH85D	-	12	0	0	-	0	0%	1,718	33	1	9,789	9,789	0.1%	1,832	41	0	-	0	0%	↓6.2%	↓19.5%	-	-	-	↑0.1pp
TV	65QNED82BCA	O	933	15	-1	-4,522	0	-0.1%	14,005	305	18	71,561	3,976	0.1%	11,126	169	11	26,952	2,450	0.1%	↑25.9%	↑80.5%	↑63.6%	↑165.5%	↑62.3%	0.0pp
TV	86QNED85BCA	-	929	9	2	17,598	8,799	0.2%	10,799	95	8	69,309	8,664	0.1%	1,400	27	4	28,282	7,070	0.3%	↑671.4%	↑251.9%	↑100.0%	↑145.1%	↑22.5%	↓0.2pp
TV	OLED55G6PCA	-	238	5	2	20,978	10,489	0.8%	2,897	55	7	64,679	9,240	0.2%	5,193	105	6	53,980	8,997	0.1%	↓44.2%	↓47.6%	↑16.7%	↑19.8%	↑2.7%	↑0.1pp
TV	OLED55C6PCA	-	125	6	0	-	0	0%	1,636	66	9	61,214	6,802	0.6%	2,064	55	-1	-7,904	0	-0.0%	↓20.7%	↑20.0%	↓1000.0%	↓874.5%	-	↑0.6pp
TV	75QNED85BCA	-	102	5	1	7,068	7,068	1.0%	1,622	59	6	42,913	7,152	0.4%	2,467	41	8	57,468	7,184	0.3%	↓34.3%	↑43.9%	↓25.0%	↓25.3%	↓0.4%	↑0.1pp
TV	75QNED82BCA	O	184	4	0	-	0	0%	3,230	117	6	35,845	5,974	0.2%	3,508	83	9	53,636	5,960	0.3%	↓7.9%	↑41.0%	↓33.3%	↓33.2%	↑0.2%	↓0.1pp
TV	OLED48C6PCA	-	282	9	-1	-6,630	0	-0.4%	3,568	78	5	32,703	6,541	0.1%	4,495	75	7	39,819	5,688	0.2%	↓20.6%	↑4.0%	↓28.6%	↓17.9%	↑15.0%	↓0.1pp
TV	65QNED85BCA	-	227	1	-1	-5,361	0	-0.4%	3,301	100	9	27,318	3,035	0.3%	253	2	0	-	0	0%	↑1204.7%	↑4900.0%	-	-	-	↑0.3pp
TV	85QNED82BCA	O	126	5	0	-	0	0%	1,997	86	3	24,042	8,014	0.2%	4,025	69	1	8,011	8,011	0.0%	↓50.4%	↑24.6%	↑200.0%	↑200.1%	0%	↑0.2pp
TV	65MRGB86BCA	-	112	2	1	6,362	6,362	0.9%	1,727	38	3	19,182	6,394	0.2%	2,546	47	1	5,604	5,604	0.0%	↓32.2%	↓19.1%	↑200.0%	↑242.3%	↑14.1%	↑0.2pp
TV	OLED42C6PCA	-	123	4	0	-	0	0%	1,462	50	3	18,237	6,079	0.2%	1,503	34	2	12,198	6,099	0.1%	↓2.7%	↑47.1%	↑50.0%	↑49.5%	↓0.3%	↑0.1pp
TV	OLED77B6PCA	-	64	4	0	-	0	0%	656	20	1	14,499	14,499	0.2%	1,543	25	2	28,998	14,499	0.1%	↓57.5%	↓20.0%	↓50.0%	↓50.0%	0%	↑0.1pp
TV	OLED65C6PCA	-	190	9	0	-	0	0%	2,091	57	1	13,489	13,489	0.0%	2,256	35	0	-	0	0%	↓7.3%	↑62.9%	-	-	-	0.0pp
TV	86MRGB86BCA	-	43	5	0	-	0	0%	592	33	1	10,449	10,449	0.2%	1,115	19	0	-	0	0%	↓46.9%	↑73.7%	-	-	-	↑0.2pp
TV	OLED65B6PCA	-	100	1	0	-	0	0%	1,899	31	1	9,499	9,499	0.1%	2,287	45	5	39,491	7,898	0.2%	↓17.0%	↓31.1%	↓80.0%	↓75.9%	↑20.3%	↓0.1pp
TV	SA-G5SN65	-	0	0	0	-	0	0%	8	45	45	8,550	190	562.5%	3	0	0	-	0	0%	↑166.7%	-	-	-	-	↑562.5pp
TV	OLED55B6PCA	-	70	4	0	-	0	0%	864	27	1	6,969	6,969	0.1%	950	26	0	-	0	0%	↓9.1%	↑3.8%	-	-	-	↑0.1pp
TV	OLED48B6PCA	-	110	3	0	-	0	0%	1,041	17	1	5,999	5,999	0.1%	1,245	27	1	5,999	5,999	0.1%	↓16.4%	↓37.0%	0%	0%	0%	0.0pp
TV	65NANO80ACA	O	12	0	1	2,944	2,944	8.3%	55	3	1	2,944	2,944	1.8%	37	-5	0	-	0	0%	↑48.6%	↓160.0%	-	-	-	↑1.8pp
TV	SA-G5SN55	-	0	0	0	-	0	0%	6	15	15	2,493	166	250.0%	6	0	0	-	0	0%	0%	-	-	-	-	↑250.0pp
MNT	27UP850K-W	-	525	29	1	1,899	1,899	0.2%	9,306	357	41	77,507	1,890	0.4%	1,387	82	17	33,583	1,976	1.2%	↑570.9%	↑335.4%	↑141.2%	↑130.8%	↓4.3%	↓0.8pp
MNT	27G850A-B	-	432	12	2	5,998	2,999	0.5%	8,687	210	13	38,987	2,999	0.1%	1,016	38	5	16,095	3,219	0.5%	↑755.0%	↑452.6%	↑160.0%	↑142.2%	↓6.8%	↓0.4pp
MNT	32GX870B-B	-	53	1	0	-	0	0%	1,633	56	3	23,797	7,932	0.2%	2,366	43	5	40,765	8,153	0.2%	↓31.0%	↑30.2%	↓40.0%	↓41.6%	↓2.7%	0.0pp
MNT	52G930B-B	-	33	4	0	-	0	0%	956	32	1	13,999	13,999	0.1%	731	18	1	14,274	14,274	0.1%	↑30.8%	↑77.8%	0%	↓1.9%	↓1.9%	0.0pp
MNT	27GX700A-B	-	72	1	0	-	0	0%	944	21	4	13,736	3,434	0.4%	650	21	0	-	0	0%	↑45.2%	0%	-	-	-	↑0.4pp
MNT	27UQ850V-W	-	48	0	0	-	0	0%	1,225	31	3	8,697	2,899	0.2%	388	9	0	-	0	0%	↑215.7%	↑244.4%	-	-	-	↑0.2pp
MNT	PU615U	O	10	0	0	-	0	0%	218	3	1	6,649	6,649	0.5%	237	2	1	6,789	6,789	0.4%	↓8.0%	↑50.0%	0%	↓2.1%	↓2.1%	↑0.1pp
MNT	27GX790A-B	-	42	1	0	-	0	0%	732	11	1	5,649	5,649	0.1%	349	1	0	-	0	0%	↑109.7%	↑1000.0%	-	-	-	↑0.1pp
MNT	32UQ850V-W	-	22	0	0	-	0	0%	627	6	1	3,134	3,134	0.2%	286	4	2	6,398	3,199	0.7%	↑119.2%	↑50.0%	↓50.0%	↓51.0%	↓2.0%	↓0.5pp
MNT	27U711B-B	-	14	0	0	-	0	0%	547	0	2	2,848	1,424	0.4%	250	3	0	-	0	0%	↑118.8%	↓100.0%	-	-	-	↑0.4pp
MNT	27G610A-B	-	89	3	0	-	0	0%	615	24	2	2,278	1,139	0.3%	29	-3	0	-	0	0%	↑2020.7%	↓900.0%	-	-	-	↑0.3pp
MNT	27G810A-B	-	27	1	1	2,099	2,099	3.7%	769	27	1	2,099	2,099	0.1%	518	3	1	2,299	2,299	0.2%	↑48.5%	↑800.0%	0%	↓8.7%	↓8.7%	↓0.1pp
MNT	27U730B-B	-	20	0	0	-	0	0%	273	2	1	1,699	1,699	0.4%	0	0	0	-	0	0%	-	-	-	-	-	↑0.4pp
MNT	27G64NA-B	-	51	3	0	-	0	0%	358	20	1	1,399	1,399	0.3%	1,559	60	9	12,591	1,399	0.6%	↓77.0%	↓66.7%	↓88.9%	↓88.9%	0%	↓0.3pp
MNT	27G411B-B	-	2	1	1	799	799	50.0%	367	9	1	849	849	0.3%	434	2	0	-	0	0%	↓15.4%	↑350.0%	-	-	-	↑0.3pp
MNT	24G411B-B	-	17	0	0	-	0	0%	999	20	1	649	649	0.1%	517	5	2	1,265	632	0.4%	↑93.2%	↑300.0%	↓50.0%	↓48.7%	↑2.6%	↓0.3pp
MNT	27GM950B-B	-	56	4	0	-	0	0%	913	28	0	399	0	0%	691	6	0	-	0	0%	↑32.1%	↑366.7%	-	-	-	0.0pp
PC	16Z90U-K.ALB8C	-	16	0	-1	-16,999	0	-6.2%	551	2	1	14,249	14,249	0.2%	232	-1	-1	-14,924	0	-0.4%	↑137.5%	↓300.0%	↓200.0%	↓195.5%	-	↑0.6pp
A/P	AS60GHWZ0	O	19	1	0	-	0	0%	382	14	1	1,673	1,673	0.3%	1,769	26	2	3,398	1,699	0.1%	↓78.4%	↓46.2%	↓50.0%	↓50.8%	↓1.5%	↑0.2pp
etc	DK2M	-	1	1	1	285	285	100.0%	4	2	2	585	292	50.0%	0	0	0	-	0	0%	-	-	-	-	-	↑50.0pp
etc	DK1E	-	0	0	0	-	0	0%	0	0	2	280	140	0%	0	0	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 (09/01-09/15) vs 前月同期 (08/01-08/15) · Unit: K RMB / 단위: K RMB

Product	Model	Sep MTD Sep 1 - Sep 159월 1일~9월 15일 누계			Aug. MTD Aug. 1 - Aug. 158월 1일~8월 15일 누계			vs Aug. Same Period Aug. 1 - Aug. 158월 1일~8월 15일 대비
Product	Model	LG.COM	JD	TM	LG.COM	JD	TM	LG.COM	JD	TM
W/M	S3GHM	8	72	41	-	9	11	NEW	↑700.0%	↑273.6%
	FCY90M2P	-	105	6	-	24	0	-	↑345.1%	↑2700.0%
	FCY10Y4M	7	88	8	-	94	8	NEW	↓7.2%	↓4.8%
	FCY10R4M	4	88	6	2	127	3	↑100.0%	↓30.7%	↑100.0%
	SC5GMR80H	17	42	38	-	80	-	NEW	↓47.4%	NEW
	FCY10Y4M+RH10V3MVTW	-	84	8	-	45	-	-	↑89.0%	NEW
	FCV13G4W+RH10V9AV4W	-	62	-	-	36	-	-	↑73.2%	-
	FCY90N2W	-	55	-	-	0	-	-	↑54600.0%	-
	S3IF	-	35	-	-	9	-	-	↑275.3%	-
	FCW12D4WA	-	31	4	-	13	-	-	↑141.7%	NEW
REF	F544MMB95D	58	13	-	38	-	-	↑50.0%	NEW	-
	F664MPY88D	27	34	-	-	17	-	NEW	↑100.0%	-
	F544MEH62D	13	23	7	6	22	-	↑101.5%	↑4.0%	NEW
	F544MEP62D	20	16	-	26	-	-	↓25.2%	NEW	-
	S674MEG11D	-	20	13	-	10	-	-	↑103.1%	NEW
	S653MEP87D	10	12	-	-	-	-	NEW	NEW	-
	S653MWW87D	-	20	-	-	20	-	-	↑1.5%	-
	S653MPY33D	20	-	-	-	-	-	NEW	-	-
	S674MPY11D	-	10	-	-	5	-	-	↑92.3%	-
	F544MEH85D	-	10	-	-	-	-	-	NEW	-
LTV	65QNED82BCA	-	54	18	4	22	1	-	↑141.7%	↑2100.0%
	86QNED85BCA	-	63	6	9	19	-	-	↑224.7%	NEW
	OLED55G6PCA	-	65	-	-	54	-	-	↑19.8%	-
	OLED55C6PCA	-	61	-	-	-	-	-	NEW	-
	75QNED85BCA	7	36	-	13	44	-	↓49.6%	↓18.0%	-
	75QNED82BCA	-	30	6	5	42	6	-	↓28.3%	↓9.4%
	OLED48C6PCA	-	33	-	-	40	-	-	↓17.8%	-
	65QNED85BCA	5	23	-	-	-	-	NEW	NEW	-
	85QNED82BCA	-	24	-	-	8	-	-	↑200.0%	-
	65MRGB86BCA	-	19	-	6	-	-	-	NEW	-
MNT	27UP850K-W	4	70	4	6	28	-	↓36.8%	↑151.3%	NEW
	27G850A-B	3	36	-	-	16	-	NEW	↑123.0%	-
	32GX870B-B	8	16	-	8	33	-	↓2.6%	↓50.9%	-
	52G930B-B	-	14	-	14	-	-	-	NEW	-
	27GX700A-B	7	7	-	-	-	-	NEW	NEW	-
	27UQ850V-W	6	3	-	-	-	-	NEW	NEW	-
	PU615U	-	7	-	-	7	-	-	↓2.9%	-
	27GX790A-B	-	6	-	-	-	-	-	NEW	-
	32UQ850V-W	3	-	-	-	6	-	NEW	-	-
	27U711B-B	3	-	-	-	-	-	NEW	-	-
PC	16Z90U-K.ALB8C	14	-	-	-	-	-	NEW	-	-
	15U50T-G.AL66C	-	-	-	-	-	-	-	-	-
	16Z90SP-K.AL78C	-	-	-	-	-	-	-	-	-
	16Z90SP-K.AL87C	-	-	-	-	-	-	-	-	-
	16Z90TP-G.AL87C	-	-	-	-	-	-	-	-	-
	16Z90TR-E.AL88C	-	-	-	-	-	-	-	-	-
	16Z90U-G.AL87C	-	-	-	-	-	-	-	-	-
	16Z90U-G.AL88C	-	-	-	-	-	-	-	-	-
	16Z90U-K.ALB7C	-	-	-	-	15	-	-	-	-
	16Z90U-K.ALB9C	-	-	-	-	-	-	-	-	-
A/P	AS60GHWZ0	-	2	-	-	3	-	-	↓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.【整体达成率微落后于日历进度，环比温和正增长】截至9/15，MTD累计GMV 324.7K USD，月度目标655.0K USD，达成率 49.6%，较时间进度50.0%落后0.4pp，刚滑落至日历线下方，需冷静关注缺口。环比上月同期（8/1-8/15）增长 +6.5%（304.9K→324.7K），方向为正但节奏偏缓。今日单日12.1K USD，近几日产出略有放缓。建议稳住每日动销节奏，优先补齐下半月的渠道与型号排期，防止达成率进一步落后于时间进度。

2.【流量增速快于GMV，整体转化与客单价承压】全渠道UV环比 +16.4%（21.2万→18.2万），GMV仅 +6.5%，流量增速明显快于成交，转化效率承压。整体CVR由0.24%升至0.27%（+0.03pp），但ASP由696.0 USD降至 574.4 USD，客单价走低拖累额。高ASP品类需重点看护转化漏斗：REF ASP 1141.1 USD、PC ASP 2107.8 USD 的详情页与加购路径建议优化，把增量流量真正沉淀为订单。

3.【JD与TM达成率均超50%领跑，LG.COM明显掉队】渠道贡献高度集中：JD占GMV 77.6%（252.0K USD），达成率 51.5%领跑；TM新店达成率50.4%（24.2K USD）紧随；LG.COM仅41.1%（48.5K USD），落后整体日历线近9pp，是主要拖累。JD单点依赖度过高，建议在对JD稳投的同时，把资源向LG.COM引流与转化倾斜，避免渠道结构过度单一化带来的系统性风险。

4.【REF环比+44.8%进度领先，靠转化提升而非流量】REF环比 +44.8%（33.1K→47.9K USD），进度 73.1% 为全品类最高，是本轮最强增长极。值得注意的是D2C侧REF流量环比 -12.3%，GMV却逆势大涨，CVR由0.13%升至0.20%、ASP约1141 USD，说明靠转化效率而非流量驱动。建议乘势加码REF主推型号（F544MMB95D等），并在JD与LG.COM复制该转化打法。

5.【TV进度仅31.7%垫底，LG.COM侧尤其薄弱】TV MTD 80.2K USD，环比+3.3%，但进度率仅 31.7%，为六大品类最慢，距离目标252.5K USD缺口最大。分渠道看：D2C进度31.7%、JD 33.8%，而LG.COM TV仅 19.1%（环比-19.4%），是明显短板。TV ASP高、决策周期长，建议针对LG.COM加大以旧换新与门店引流，并对JD大屏型号做节点促销，缓解进度压力。

6.【MNT集中度陷阱：头部增、长尾塌，单点依赖升高】MNT触发集中度陷阱：TOP10型号环比 +11.3K，品类总量仅 -1.6K，长尾 -13.0K，呈典型头部增长、中长尾塌陷。头部增长掩盖了品类整体收缩（总量30.2K→28.6K）。头部过度集中放大单点依赖风险。建议补长尾型号供给、做套餐组合（显示器+配件）、提升搜索覆盖与长尾listing质量，降低对少数爆款的依赖。

7.【LG.COM整体环比-45.5%，WM与MNT双双大幅下滑】LG.COM全站MTD 48.3K USD，环比 -45.5%（88.6K→48.3K），是平台达成率仅41.1%的根因。结构上WM环比 -73.9%（59.5K→15.5K）、MNT -48.3%、TV -19.4%，几乎全线回落；仅REF +34.1%（进度91.1%）独撑。LG.COM流量环比仅-8.5%，问题主要在转化环节。建议排查WM与MNT的页面与价格，把LG.COM专供资源与促销倾斜到位。

8.【高流量低转化洼地：S3GHM等型号流量未变订单】型号级转化洼地需重点看护：WM的S3GHM UV高达 12,203 但CVR仅0.1%（GMV 121,405 RMB），SC5GMR80H UV 4,184、CVR 0.1%；REF的S674MEG11D UV 5,558、CVR 0.1%。这些型号引流可观却难沉淀为成交，是流量浪费点。建议针对高UV低CVR型号优化详情页卖点、价格带与促销组合，把曝光真正转化为下单。

9.【WM稳居增长引擎，JD侧WM环比+31.7%领涨】WM是体量基本盘：MTD 165.5K USD，环比+1.3%，进度 63.9% 居前。JD侧WM环比 +31.7%（101.4K→133.6K）、进度68.7%，是WM增长主推力；D2C WM +1.3%平稳，LG.COM WM -73.9%拖累。TOP5型号全部为WM（S3GHM 121.4K、FCY90M2P 110.2K、FCY10Y4M 102.8K RMB），型号集中度高。建议稳住JD WM投放，并修复LG.COM WM转化。

10.【专供型号贡献25.7% GMV，仅D2C销售待放大】渠道专供型号共 11/87 个SKU，贡献GMV 25.7%（约566,700 RMB），且仅在D2C渠道销售，是重要但未被充分放大的资产。当前专供资源在LG.COM等自营阵地曝光不足。建议加强LG.COM专供产品页优化与促销资源倾斜，提升专供品在自营侧的转化，同时平滑对JD渠道的单点依赖。

1.[전체 달성률이 경과율을 소폭 하회, 전월 동기 대비 완만한 양성장] 9/15 기준 MTD 누적 GMV 324.7K USD, 월 목표 655.0K USD 대비 달성률 49.6%로 경과율 50.0%보다 0.4pp 뒤처져 달력선을 소폭 하회, 차분히 격차 점검 필요. 전월 동기(8/1-8/15) 대비 +6.5% 성장(304.9K→324.7K)으로 방향은 양호하나 추세는 완만. 금일 일일 12.1K USD로 최근 산출이 다소 둔화. 하반기 채널·모델 일정을 우선 보완하여 달성률의 경과율 추가 하회를 방지할 것을 권장.

2.[트래픽 증가율이 GMV를 상회, 전환 및 객단가 압박] 전채널 UV 전월 동기 대비 +16.4%(21.2만→18.2만)이나 GMV는 +6.5%에 그쳐 트래픽 증가가 거래를 상회, 전환 효율 압박. 전체 CVR은 0.24%→0.27%(+0.03pp) 상승했으나 ASP는 696.0 USD→574.4 USD로 하락, 객단가 저하가 매출을 끌어내림. 고ASP 카테고리 전환 퍼널 집중 관리 필요: REF ASP 1141.1 USD, PC ASP 2107.8 USD의 상세페이지 및 장바구니 경로 최적화로 유입 트래픽을 실제 주문으로 전환 권장.

3.[JD·TM 달성률 50% 초과 선두, LG.COM은 뚜렷이 하락] 채널 기여가 고도 집중: JD가 GMV 77.6%(252.0K USD)를 차지하며 달성률 51.5%로 선두, TM 신규 스토어 달성률 50.4%(24.2K USD)로 뒤를 잇고, LG.COM은 41.1%(48.5K USD)로 전체 경과선 대비 약 9pp 하회하며 주된 하락 요인. JD 단일 의존도 과다로, JD 안정 투자와 병행하여 LG.COM 유입·전환에 리소스를 집중, 채널 구조 과도한 편중에 따른 시스템 리스크 완화를 권장.

4.[REF 전월 동기 +44.8% 진도 선두, 트래픽 아닌 전환 견인] REF 전월 동기 대비 +44.8%(33.1K→47.9K USD), 진도율 73.1%로 전 카테고리 최고, 금회 최강 성장축. 주목할 점은 D2C REF 트래픽은 -12.3%이나 GMV는 역으로 큰 폭 상승, CVR 0.13%→0.20%·ASP 약 1141 USD로 전환 효율 주도형 성장. 주력 모델(F544MMB95D 등) 프로모션 가속화하고 JD·LG.COM에 동 전환 전법 복제를 권장.

5.[TV 진도 31.7% 최저, LG.COM 측이 특히 취약] TV MTD 80.2K USD, 전월 동기 +3.3%이나 진도율 31.7%로 6대 카테고리 최저, 목표 252.5K USD 대비 격차 최대. 채널별: D2C 31.7%, JD 33.8%, LG.COM TV는 19.1%(전월 동기 -19.4%)로 뚜렷한 약점. TV는 ASP 높고 의사결정 주기 길어, LG.COM 중고교환·매장 유입 강화 및 JD 대형 모델 노드 프로모션으로 진도 압력 완화 권장.

6.[MNT 집중도 함정: 상위 증가·중하위 붕괴, 단일 의존 상승] MNT 집중도 함정 발생: TOP10 모델 전월 동기 대비 +11.3K, 카테고리 총량은 -1.6K, 장기 꼬리 -13.0K로 전형적 상위 증가·중하위 붕괴 패턴. 상위 성장이 카테고리 전체 축소(총량 30.2K→28.6K)를 은폐. 상위 과도 집중으로 단일 의존 리스크 확대. 중하위 모델 공급 보완, 세트 구성(모니터+액세서리), 검색 커버리지 및 장기 리스팅 품질 개선으로 소수 히트 모델 의존 완화 권장.

7.[LG.COM 전체 -45.5%, WM·MNT 동반 큰 폭 하락] LG.COM 전사 MTD 48.3K USD, 전월 동기 대비 -45.5%(88.6K→48.3K)로 플랫폼 달성률 41.1%의 근인. 구조적: WM -73.9%(59.5K→15.5K), MNT -48.3%, TV -19.4%로 거의 전면 하락, REF +34.1%(진도 91.1%)만이 지탱. LG.COM 트래픽은 -8.5%로 문제는 주로 전환 구간. WM·MNT 페이지·가격 점검 및 LG.COM 전용 리소스·프로모션 집중 배분 권장.

8.[고트래픽·저전환 부진 지점: S3GHM 등 모델 유입 미전환] 모델级 전환 부진 구간 집중 관리 필요: WM S3GHM UV 12,203이나 CVR 0.1%(GMV 121,405 RMB), SC5GMR80H UV 4,184·CVR 0.1%, REF S674MEG11D UV 5,558·CVR 0.1%. 이 모델들은 유입은 크나 주문 전환이 부진, 트래픽 낭비 지점. 고UV·저CVR 모델 대상 상세페이지 차별점·가격대·프로모션 조합 최적화로 노출을 실제 주문으로 전환 권장.

9.[WM 안정적 성장축, JD WM +31.7% 견인] WM은 규모 기반축: MTD 165.5K USD, 전월 동기 +1.3%, 진도 63.9% 선두권. JD WM은 +31.7%(101.4K→133.6K), 진도 68.7%로 WM 성장 주동력, D2C WM +1.3% 안정, LG.COM WM -73.9%가 하락. TOP5 모델 전부 WM(S3GHM 121.4K, FCY90M2P 110.2K, FCY10Y4M 102.8K RMB)로 모델 집중도 높음. JD WM 투자 유지 및 LG.COM WM 전환 복구 권장.

10.[전용 모델 GMV 25.7% 기여, D2C 단독 판매로 확대 대기] 채널 전용 모델 총 11/87 SKU, GMV 25.7%(약 566,700 RMB) 기여하며 D2C 채널에서만 판매되는 중요하나 충분히 활용 안 된 자산. 현재 전용 리소스의 LG.COM 등 자사 플랫폼 노출 부족. LG.COM 전용 제품 페이지 최적화 및 프로모션 리소스 집중으로 자사측 전환 제고, JD 채널 단일 의존 완화 권장.