LGECH D2C Daily Report

업데이트: 2026-07-30

Channel × Product Performance · Period 07/01 - 07/29 · Unit: K USD · Rate: ¥6.8/USD · Net GMV = GMV - Cancel

Today Net GMV당일 Net GMV (2026-07-29 당일)17.4 K USD

MTD Net GMV월 누계 Net GMV (07/01 - 07/29)493.0 K USD

Net GMV Target AchievementGMV 목표 달성률83.9%493.0 / 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.COM106Net GMV K USDProg.

123.8%

Retail JD352Net GMV K USDProg.

83.3%

Retail TM34Net GMV K USDProg.

43.5%

W/M224

前月同期 309 K USD전월 동기

↓27.6%

REF75

前月同期 109 K USD전월 동기

↓31.2%

LTV131

前月同期 214 K USD전월 동기

↓38.8%

MNT58

前月同期 144 K USD전월 동기

↓59.6%

PC4

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)

7/29 Daily · Jul MTD · vs Jun. Same Period · Net GMV Unit: K USD · ASP Unit: USD/EA 7/29 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	7/29 Daily7/29 당일						Jul MTD Jul 1 - Jul 297월 1일~7월 29일 누계						vs Jun. Same Period Jun. 1 - Jun. 296월 1일~6월 29일 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	3,468	134	17	9.0	530	0.49%	135,001	5,355	471	223.9	476	0.35%	↓8.6%	↓11.7%	↓35.2%	↓27.6%	↑11.8%	↓0.14pp
D2C	REF	1,925	76	0	-0.6	0	0.00%	49,956	1,789	74	74.9	1,012	0.15%	↑39.1%	↑51.1%	↓24.5%	↓31.2%	↓8.9%	↓0.12pp
D2C	LTV	3,726	113	4	2.9	713	0.11%	99,113	3,156	136	131.1	964	0.14%	↓26.4%	↓13.7%	↓31.7%	↓38.8%	↓10.5%	↓0.01pp
D2C	MNT	720	27	5	4.0	796	0.69%	24,790	1,037	77	58.2	756	0.31%	↓57.8%	↓58.4%	↓60.7%	↓59.6%	↑2.7%	↓0.02pp
D2C	PC	40	2	1	2.2	2,195	2.50%	919	23	2	4.3	2,145	0.22%	↓56.5%	↑9.5%	-	-	-	↑0.22pp
D2C	A/P	26	0	0	0	0	0.00%	3,077	21	2	0.5	250	0.06%	↓39.7%	↓70.4%	↓60.0%	↓59.6%	↑1.0%	↓0.03pp
D2C	TTL	9,905	352	27	17.4	646	0.27%	312,856	11,381	762	492.9	647	0.24%	↓18.6%	↓15.6%	↓37.8%	↓36.6%	↑1.9%	↓0.08pp
LG.COM	W/M	214	4	0	0	0	0.00%	13,461	84	33	32.9	996	0.25%	↑10.7%	↑189.7%	↑94.1%	↑132.9%	↑20.0%	↑0.11pp
LG.COM	REF	65	2	0	0	0	0.00%	4,986	32	26	33.2	1,276	0.52%	↓29.3%	↑700.0%	↑13.0%	↑16.2%	↑2.8%	↑0.20pp
LG.COM	LTV	74	0	0	0	0	0.00%	4,322	26	13	16.6	1,274	0.30%	↓68.2%	↑52.9%	↓45.8%	↓35.8%	↑18.6%	↑0.12pp
LG.COM	MNT	120	2	1	1.7	1,680	0.83%	4,171	118	19	21.3	1,121	0.46%	↓58.2%	↓16.3%	↓44.1%	↓2.6%	↑74.4%	↑0.11pp
LG.COM	PC	29	0	0	0	0	0.00%	656	10	1	2.1	2,095	0.15%	↓56.3%	↑66.7%	-	-	-	↑0.15pp
LG.COM	A/P	19	0	0	0	0	0.00%	2,807	2	0	0	0	0.00%	↑119.8%	-	↓100.0%	↓100.0%	↓100.0%	↓0.08pp
LG.COM	TTL	521	8	1	1.7	1,680	0.19%	30,403	272	92	106.0	1,152	0.30%	↓33.3%	↑38.1%	↓7.1%	↑17.1%	↑26.0%	↑0.09pp
JD	W/M	1,911	97	14	5.5	391	0.73%	86,585	4,411	408	167.0	409	0.47%	↓12.9%	↓16.6%	↓35.8%	↓40.8%	↓7.8%	↓0.17pp
JD	REF	1,455	59	0	-0.6	0	0.00%	35,429	1,475	46	39.7	863	0.13%	↑48.7%	↑35.6%	↓37.8%	↓50.5%	↓20.4%	↓0.18pp
JD	LTV	2,986	100	2	1.3	661	0.07%	78,841	2,772	112	106.2	948	0.14%	↓17.9%	↓17.4%	↓29.1%	↓41.2%	↓17.0%	↓0.02pp
JD	MNT	592	24	4	2.3	575	0.68%	20,557	918	58	36.9	636	0.28%	↓57.8%	↓61.0%	↓64.2%	↓69.8%	↓15.8%	↓0.05pp
JD	PC	11	2	1	2.2	2,195	9.09%	263	13	1	2.2	2,195	0.38%	↓57.0%	↓13.3%	-	-	-	↑0.38pp
JD	A/P	3	0	0	0	0	0.00%	185	16	2	0.5	250	1.08%	↓95.2%	↓77.5%	↓50.0%	↓50.0%	0%	↑0.98pp
JD	TTL	6,958	282	21	10.7	509	0.30%	221,860	9,605	627	352.5	562	0.28%	↓18.6%	↓21.1%	↓39.4%	↓47.1%	↓12.8%	↓0.10pp
TM	W/M	1,343	33	3	3.5	1,178	0.22%	34,955	860	30	24.1	802	0.09%	↓3.3%	↑15.1%	↓59.5%	↑89.0%	↑366.2%	↓0.12pp
TM	REF	405	15	0	0	0	0.00%	9,541	282	2	2.0	983	0.02%	↑89.2%	↑206.5%	↑100.0%	-	-	0.00pp
TM	LTV	666	13	2	1.5	766	0.30%	15,950	358	11	8.3	759	0.07%	↓36.5%	↑24.7%	↓35.3%	↑4.0%	↑60.7%	0.00pp
TM	MNT	8	1	0	0	0	0.00%	62	1	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	4	0	0	0	0	0.00%	85	3	0	0	0	0.00%	↑4150.0%	-	-	-	-	0.00pp
TM	TTL	2,426	62	5	5.1	1,013	0.21%	60,593	1,504	43	34.4	799	0.07%	↓8.6%	↑33.6%	↓53.3%	↑65.6%	↑254.3%	↓0.07pp

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 29 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 29일 Net GMV입니다.

全产品 SKU 实绩详细전 제품 SKU 실적 상세

Unit: RMB / 단위: RMB(7/29 Daily · 07/01-07/29 MTD · vs 06/01-06/29 · Showing 95 models with sales) (7/29 당일 · 07/01-07/29 누계 · 대비 06/01-06/29 · 판매 발생 95개 모델)

Product	Model	专供 전용	7/29 Daily7/29 당일						Jul MTD Jul 1 - Jul 297월 1일~7월 29일 누계						Jun. MTD Jun. 1 - Jun. 296월 1일~6월 29일 누계						vs Jun. Same Period Jun. 1 - Jun. 296월 1일~6월 29일 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	187	12	8	12,196	1,524	4.3%	9,386	515	123	217,992	1,772	1.3%	9,607	543	114	197,488	1,732	1.2%	↓2.3%	↓5.2%	↑7.9%	↑10.4%	↑2.3%	↑0.1pp
WM	SC5MBR80H	O	230	12	-1	-18,344	0	-0.4%	11,778	411	8	145,811	18,226	0.1%	13,149	356	5	90,935	18,187	0.0%	↓10.4%	↑15.4%	↑60.0%	↑60.3%	↑0.2%	↑0.1pp
WM	FCY90N2W	-	260	12	2	4,469	2,234	0.8%	11,847	502	91	142,352	1,564	0.8%	11,725	648	136	179,147	1,317	1.2%	↑1.0%	↓22.5%	↓33.1%	↓20.5%	↑18.8%	↓0.4pp
WM	FCY10Y4M	O	413	13	1	2,299	2,299	0.2%	11,599	431	78	131,842	1,690	0.7%	14,046	444	74	116,617	1,576	0.5%	↓17.4%	↓2.9%	↑5.4%	↑13.1%	↑7.3%	↑0.2pp
WM	S3GHM	O	346	5	1	10,142	10,142	0.3%	11,813	375	14	122,738	8,767	0.1%	10,654	345	20	180,049	9,002	0.2%	↑10.9%	↑8.7%	↓30.0%	↓31.8%	↓2.6%	↓0.1pp
WM	FCY10Y4M+RH10V3MVTW	O	533	15	1	6,499	6,499	0.2%	19,283	430	13	80,647	6,204	0.1%	20,642	509	18	109,311	6,073	0.1%	↓6.6%	↓15.5%	↓27.8%	↓26.2%	↑2.2%	0.0pp
WM	FA12CA2C+RH10X75V2N	-	225	9	2	27,498	13,749	0.9%	7,214	279	6	79,344	13,224	0.1%	5,946	360	11	88,668	8,061	0.2%	↑21.3%	↓22.5%	↓45.5%	↓10.5%	↑64.1%	↓0.1pp
WM	SC5GMR80H	-	157	11	0	-	0	0%	5,877	349	4	74,766	18,692	0.1%	5,356	192	8	149,549	18,694	0.1%	↑9.7%	↑81.8%	↓50.0%	↓50.0%	0%	0.0pp
WM	FCY90M2P	-	113	5	1	3,398	3,398	0.9%	3,537	285	36	72,707	2,020	1.0%	4,423	426	112	186,599	1,666	2.5%	↓20.0%	↓33.1%	↓67.9%	↓61.0%	↑21.2%	↓1.5pp
WM	WT1310BGA	-	40	0	0	-	0	0%	3,726	26	6	60,434	10,072	0.2%	3,098	86	2	24,698	12,349	0.1%	↑20.3%	↓69.8%	↑200.0%	↑144.7%	↓18.4%	↑0.1pp
WM	FCV13G4W+RH10V9AV4W	-	113	7	1	10,499	10,499	0.9%	4,326	220	6	46,336	7,723	0.1%	3,934	223	14	108,348	7,739	0.4%	↑10.0%	↓1.3%	↓57.1%	↓57.2%	↓0.2%	↓0.3pp
WM	FCW12D4WA	-	35	0	0	-	0	0%	1,154	65	12	42,797	3,566	1.0%	1,682	118	13	40,770	3,136	0.8%	↓31.4%	↓44.9%	↓7.7%	↑5.0%	↑13.7%	↑0.2pp
WM	S3IF	-	31	2	0	-	0	0%	1,380	68	4	37,181	9,295	0.3%	1,838	95	13	111,920	8,609	0.7%	↓24.9%	↓28.4%	↓69.2%	↓66.8%	↑8.0%	↓0.4pp
WM	FA12CA2C	-	20	0	0	-	0	0%	1,051	49	6	35,008	5,835	0.6%	1,532	60	4	18,019	4,505	0.3%	↓31.4%	↓18.3%	↑50.0%	↑94.3%	↑29.5%	↑0.3pp
WM	RH10V9PV2WR	-	17	3	0	-	0	0%	562	35	6	33,162	5,527	1.1%	307	14	0	-	0	0%	↑83.1%	↑150.0%	-	-	-	↑1.1pp
WM	FN23WQH	-	18	0	0	-	0	0%	1,222	66	2	20,898	10,449	0.2%	1,228	74	5	55,714	11,143	0.4%	↓0.5%	↓10.8%	↓60.0%	↓62.5%	↓6.2%	↓0.2pp
WM	FH12X9WCA	-	49	2	0	-	0	0%	1,164	54	3	20,748	6,916	0.3%	288	21	0	-	0	0%	↑304.2%	↑157.1%	-	-	-	↑0.3pp
WM	SC5MSR40	-	82	5	0	-	0	0%	3,876	180	1	18,399	18,399	0.0%	7,975	123	0	-400	0	0%	↓51.4%	↑46.3%	-	↓4699.8%	-	0.0pp
WM	FMY10Y4PF	O	26	1	0	-	0	0%	1,536	67	11	14,419	1,311	0.7%	3,858	123	8	13,825	1,728	0.2%	↓60.2%	↓45.5%	↑37.5%	↑4.3%	↓24.1%	↑0.5pp
WM	FCW10Y4PA	-	24	0	1	2,635	2,635	4.2%	837	45	6	12,658	2,110	0.7%	1,070	77	19	34,687	1,826	1.8%	↓21.8%	↓41.6%	↓68.4%	↓63.5%	↑15.6%	↓1.1pp
WM	RH10X76V2N	-	0	0	0	-	0	0%	6	0	2	12,500	6,250	33.3%	0	0	0	-	0	0%	-	-	-	-	-	↑33.3pp
WM	FCV13G4W	-	53	2	0	-	0	0%	1,164	55	3	11,875	3,958	0.3%	1,215	87	47	45,991	978	3.9%	↓4.2%	↓36.8%	↓93.6%	↓74.2%	↑304.5%	↓3.6pp
WM	FCW12Y4PA	-	10	0	0	-	0	0%	428	25	4	11,616	2,904	0.9%	939	52	13	29,985	2,306	1.4%	↓54.4%	↓51.9%	↓69.2%	↓61.3%	↑25.9%	↓0.5pp
WM	FW12X4WC2+DH12X4WC2	-	79	3	0	-	0	0%	1,061	43	1	11,238	11,238	0.1%	1	0	0	-	0	0%	↑106000.0%	-	-	-	-	↑0.1pp
WM	FCW12Y4WA	-	18	1	0	-	0	0%	1,846	61	5	10,755	2,151	0.3%	2,282	159	24	52,854	2,202	1.1%	↓19.1%	↓61.6%	↓79.2%	↓79.7%	↓2.3%	↓0.8pp
WM	FA12DA2C	-	1	0	0	-	0	0%	37	0	2	10,695	5,348	5.4%	0	0	0	-	0	0%	-	-	-	-	-	↑5.4pp
WM	FW12X4WC2	-	30	0	0	-	0	0%	939	18	3	10,309	3,436	0.3%	31	1	1	4,369	4,369	3.2%	↑2929.0%	↑1700.0%	↑200.0%	↑136.0%	↓21.3%	↓2.9pp
WM	FY10EK2E	-	10	1	0	-	0	0%	420	21	2	7,734	3,867	0.5%	673	43	8	18,684	2,336	1.2%	↓37.6%	↓51.2%	↓75.0%	↓58.6%	↑65.6%	↓0.7pp
WM	DH12X4WC2	-	13	0	0	-	0	0%	312	11	1	6,969	6,969	0.3%	14	0	0	-	0	0%	↑2128.6%	-	-	-	-	↑0.3pp
WM	FMY10Y4PF+RH10V3PV8WS	-	59	4	0	-	0	0%	3,779	168	1	6,599	6,599	0.0%	2,944	110	4	25,596	6,399	0.1%	↑28.4%	↑52.7%	↓75.0%	↓74.2%	↑3.1%	↓0.1pp
WM	FMW10Y4WA	-	30	2	0	-	0	0%	1,576	97	7	6,191	884	0.4%	1,932	111	23	18,324	797	1.2%	↓18.4%	↓12.6%	↓69.6%	↓66.2%	↑11.0%	↓0.8pp
WM	RH10X75V2N	-	7	1	0	-	0	0%	258	21	1	5,760	5,760	0.4%	310	26	0	-	0	0%	↓16.8%	↓19.2%	-	-	-	↑0.4pp
WM	FCK12D2CE	-	0	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	-	26	0	0	-	0	0%	430	12	1	4,274	4,274	0.2%	31	2	0	-	0	0%	↑1287.1%	↑500.0%	-	-	-	↑0.2pp
WM	FN23BQH	-	36	0	0	-	0	0%	3,555	116	1	1,434	1,434	0.0%	2,870	98	9	75,625	8,403	0.3%	↑23.9%	↑18.4%	↓88.9%	↓98.1%	↓82.9%	↓0.3pp
WM	FMW10Y4WA+RH10V3AV6W	-	41	3	0	-	0	0%	165	9	1	50	50	0.6%	951	41	3	24,925	8,308	0.3%	↓82.6%	↓78.0%	↓66.7%	↓99.8%	↓99.4%	↑0.3pp
Ref	F544MMB95D	-	215	10	0	-	0	0%	6,205	147	9	83,096	9,233	0.1%	6,620	161	13	143,519	11,040	0.2%	↓6.3%	↓8.7%	↓30.8%	↓42.1%	↓16.4%	↓0.1pp
Ref	F544MEH62D	-	817	31	0	-	0	0%	14,227	484	11	69,371	6,306	0.1%	2,743	169	26	181,292	6,973	0.9%	↑418.7%	↑186.4%	↓57.7%	↓61.7%	↓9.6%	↓0.8pp
Ref	F664MEH95D	-	43	0	0	-	0	0%	1,009	55	5	62,980	12,596	0.5%	1,188	47	4	58,340	14,585	0.3%	↓15.1%	↑17.0%	↑25.0%	↑8.0%	↓13.6%	↑0.2pp
Ref	S674MEG11D	-	13	0	-1	-4,139	0	-7.7%	4,980	210	13	52,735	4,056	0.3%	6,589	195	12	42,743	3,562	0.2%	↓24.4%	↑7.7%	↑8.3%	↑23.4%	↑13.9%	↑0.1pp
Ref	S674MPY11D	-	1	0	0	-	0	0%	2,080	102	13	46,366	3,567	0.6%	2,483	106	13	47,630	3,664	0.5%	↓16.2%	↓3.8%	0%	↓2.7%	↓2.7%	↑0.1pp
Ref	F544MEH85D	-	384	14	1	60	60	0.3%	5,121	174	6	46,057	7,676	0.1%	3,017	146	11	91,550	8,323	0.4%	↑69.7%	↑19.2%	↓45.5%	↓49.7%	↓7.8%	↓0.3pp
Ref	S653MWW87D	-	192	6	0	-	0	0%	5,764	208	4	39,493	9,873	0.1%	3,286	83	2	19,296	9,648	0.1%	↑75.4%	↑150.6%	↑100.0%	↑104.7%	↑2.3%	0.0pp
Ref	F544MEP62D	-	76	8	0	-	0	0%	3,559	137	5	35,632	7,126	0.1%	2,469	66	3	18,533	6,178	0.1%	↑44.1%	↑107.6%	↑66.7%	↑92.3%	↑15.4%	0.0pp
Ref	F664MPY88D	-	55	2	0	-	0	0%	2,329	115	3	31,852	10,617	0.1%	1,543	45	2	31,792	15,896	0.1%	↑50.9%	↑155.6%	↑50.0%	↑0.2%	↓33.2%	0.0pp
Ref	S653MEP87D	-	41	4	0	-	0	0%	1,617	60	2	21,806	10,903	0.1%	2,489	73	7	67,090	9,584	0.3%	↓35.0%	↓17.8%	↓71.4%	↓67.5%	↑13.8%	↓0.2pp
Ref	S653MPY33D	-	75	1	0	-	0	0%	2,641	81	3	19,633	6,544	0.1%	1,933	39	3	21,888	7,296	0.2%	↑36.6%	↑107.7%	0%	↓10.3%	↓10.3%	↓0.1pp
TV	65QNED85BCA	-	84	2	0	-	0	0%	4,922	146	31	153,378	4,948	0.6%	6,353	192	14	66,871	4,776	0.2%	↓22.5%	↓24.0%	↑121.4%	↑129.4%	↑3.6%	↑0.4pp
TV	OLED55G6PCA	-	170	5	0	-	0	0%	4,103	106	12	129,958	10,830	0.3%	6,015	183	10	96,818	9,682	0.2%	↓31.8%	↓42.1%	↑20.0%	↑34.2%	↑11.9%	↑0.1pp
TV	OLED77C6PCA	-	295	10	0	-	0	0%	3,541	111	7	98,840	14,120	0.2%	3,039	118	1	-37,943	-37,943	0.0%	↑16.5%	↓5.9%	↑600.0%	↓360.5%	↓137.2%	↑0.2pp
TV	65QNED82BCA	O	805	14	3	13,788	4,596	0.4%	20,730	473	24	93,356	3,890	0.1%	17,788	404	27	107,481	3,981	0.2%	↑16.5%	↑17.1%	↓11.1%	↓13.1%	↓2.3%	↓0.1pp
TV	OLED55C6PCA	-	163	6	0	-	0	0%	3,970	141	13	78,951	6,073	0.3%	4,075	153	13	79,306	6,100	0.3%	↓2.6%	↓7.8%	0%	↓0.4%	↓0.4%	0.0pp
TV	75QNED82BCA	O	222	4	0	-	0	0%	6,409	189	14	68,036	4,860	0.2%	8,643	261	22	119,030	5,410	0.3%	↓25.8%	↓27.6%	↓36.4%	↓42.8%	↓10.2%	↓0.1pp
TV	OLED83C6PCA	-	73	3	0	-	0	0%	3,585	136	2	56,998	28,499	0.1%	5,037	209	9	260,991	28,999	0.2%	↓28.8%	↓34.9%	↓77.8%	↓78.2%	↓1.7%	↓0.1pp
TV	85QNED82BCA	O	154	4	0	-	0	0%	6,812	229	6	47,785	7,964	0.1%	9,974	231	11	85,534	7,776	0.1%	↓31.7%	↓0.9%	↓45.5%	↓44.1%	↑2.4%	0.0pp
TV	OLED65B6PCA	-	23	1	0	-	0	0%	688	24	4	43,476	10,869	0.6%	181	4	0	-	0	0%	↑280.1%	↑500.0%	-	-	-	↑0.6pp
TV	75MRGB86BCA	-	35	1	0	-	0	0%	1,223	45	3	26,511	8,837	0.2%	1,116	16	2	16,098	8,049	0.2%	↑9.6%	↑181.2%	↑50.0%	↑64.7%	↑9.8%	0.0pp
TV	86QNED85BCA	-	100	4	1	5,613	5,613	1.0%	2,429	105	3	22,855	7,618	0.1%	14,762	142	8	45,920	5,740	0.1%	↓83.5%	↓26.1%	↓62.5%	↓50.2%	↑32.7%	0.0pp
TV	75QNED85BCA	-	147	2	0	-	0	0%	3,600	124	3	21,572	7,191	0.1%	3,829	114	8	58,723	7,340	0.2%	↓6.0%	↑8.8%	↓62.5%	↓63.3%	↓2.0%	↓0.1pp
TV	OLED42C6PCA	-	175	6	0	-	0	0%	4,703	173	3	18,321	6,107	0.1%	7,951	266	0	660	0	0%	↓40.9%	↓35.0%	-	↑2675.9%	-	↑0.1pp
TV	OLED77B6PCA	-	21	1	0	-	0	0%	757	21	1	15,999	15,999	0.1%	1,271	36	0	-	0	0%	↓40.4%	↓41.7%	-	-	-	↑0.1pp
TV	OLED65C6PCA	-	167	2	0	-	0	0%	5,477	127	1	13,999	13,999	0.0%	4,419	165	3	42,242	14,081	0.1%	↑23.9%	↓23.0%	↓66.7%	↓66.9%	↓0.6%	↓0.1pp
TV	86MRGB86BCA	-	67	5	0	-	0	0%	2,106	89	2	13,724	6,862	0.1%	1,395	23	2	24,288	12,144	0.1%	↑51.0%	↑287.0%	0%	↓43.5%	↓43.5%	0.0pp
TV	65MRGB86BCA	-	128	5	0	-	0	0%	2,601	48	2	12,752	6,376	0.1%	1,617	24	6	37,199	6,200	0.4%	↑60.9%	↑100.0%	↓66.7%	↓65.7%	↑2.8%	↓0.3pp
TV	OLED48C6PCA	-	272	8	0	-	0	0%	5,719	142	2	12,577	6,288	0.0%	7,957	182	12	82,095	6,841	0.2%	↓28.1%	↓22.0%	↓83.3%	↓84.7%	↓8.1%	↓0.2pp
TV	65NANO80ACA	O	6	0	0	-	0	0%	665	23	2	6,598	3,299	0.3%	12,922	492	31	98,260	3,170	0.2%	↓94.9%	↓95.3%	↓93.5%	↓93.3%	↑4.1%	↑0.1pp
TV	75QNED85ACA	-	0	0	0	-	0	0%	86	3	1	5,035	5,035	1.2%	827	0	8	40,045	5,006	1.0%	↓89.6%	-	↓87.5%	↓87.4%	↑0.6%	↑0.2pp
MNT	39GX950B-B	-	93	4	0	-	0	0%	1,859	82	10	122,990	12,299	0.5%	2,329	83	6	71,794	11,966	0.3%	↓20.2%	↓1.2%	↑66.7%	↑71.3%	↑2.8%	↑0.2pp
MNT	32GX870B-B	-	48	2	0	-	0	0%	1,871	79	6	49,719	8,286	0.3%	5,971	298	22	185,745	8,443	0.4%	↓68.7%	↓73.5%	↓72.7%	↓73.2%	↓1.9%	↓0.1pp
MNT	32GX850A-B	O	152	5	1	4,999	4,999	0.7%	5,990	272	9	44,991	4,999	0.2%	10,384	459	30	141,794	4,726	0.3%	↓42.3%	↓40.7%	↓70.0%	↓68.3%	↑5.8%	↓0.1pp
MNT	40U990A-W	-	24	1	1	11,424	11,424	4.2%	483	15	3	34,822	11,607	0.6%	1,020	19	4	47,196	11,799	0.4%	↓52.6%	↓21.1%	↓25.0%	↓26.2%	↓1.6%	↑0.2pp
MNT	27GM950B-B	-	27	0	0	-	0	0%	954	34	3	26,997	8,999	0.3%	7,287	434	12	107,988	8,999	0.2%	↓86.9%	↓92.2%	↓75.0%	↓75.0%	0%	↑0.1pp
MNT	27GX700A-B	-	15	0	0	-	0	0%	815	31	5	18,035	3,607	0.6%	1,953	55	5	16,229	3,246	0.3%	↓58.3%	↓43.6%	0%	↑11.1%	↑11.1%	↑0.3pp
MNT	32U990A-S	-	22	0	0	-	0	0%	524	11	1	16,149	16,149	0.2%	1,239	34	4	70,234	17,558	0.3%	↓57.7%	↓67.6%	↓75.0%	↓77.0%	↓8.0%	↓0.1pp
MNT	45GX950A-B	-	24	0	0	-	0	0%	564	9	1	13,999	13,999	0.2%	1,319	29	0	-	0	0%	↓57.2%	↓69.0%	-	-	-	↑0.2pp
MNT	PU615U	O	8	0	0	-	0	0%	472	8	2	13,998	6,999	0.4%	646	14	3	19,467	6,489	0.5%	↓26.9%	↓42.9%	↓33.3%	↓28.1%	↑7.9%	↓0.1pp
MNT	27UP850K-W	-	42	2	2	3,998	1,999	4.8%	417	30	6	11,994	1,999	1.4%	2,070	102	17	30,498	1,794	0.8%	↓79.9%	↓70.6%	↓64.7%	↓60.7%	↑11.4%	↑0.6pp
MNT	27U730A-B	-	16	0	0	-	0	0%	522	27	6	9,594	1,599	1.1%	397	23	5	7,947	1,589	1.3%	↑31.5%	↑17.4%	↑20.0%	↑20.7%	↑0.6%	↓0.2pp
MNT	27GX790B-B	-	17	1	0	-	0	0%	600	17	1	6,999	6,999	0.2%	1,248	14	0	-	0	0%	↓51.9%	↑21.4%	-	-	-	↑0.2pp
MNT	27G64NA-B	-	54	4	0	-	0	0%	1,961	98	5	6,995	1,399	0.3%	1,738	111	8	11,192	1,399	0.5%	↑12.8%	↓11.7%	↓37.5%	↓37.5%	0%	↓0.2pp
MNT	32GX870A-B	-	11	2	1	6,649	6,649	9.1%	413	35	1	6,649	6,649	0.2%	2,760	120	7	48,163	6,880	0.3%	↓85.0%	↓70.8%	↓85.7%	↓86.2%	↓3.4%	↓0.1pp
MNT	24G411B-B	-	20	2	0	-	0	0%	1,267	46	9	5,908	656	0.7%	1,507	68	21	13,481	642	1.4%	↓15.9%	↓32.4%	↓57.1%	↓56.2%	↑2.3%	↓0.7pp
MNT	27GX704A-B	-	6	0	0	-	0	0%	147	7	2	4,748	2,374	1.4%	273	14	3	6,682	2,227	1.1%	↓46.2%	↓50.0%	↓33.3%	↓28.9%	↑6.6%	↑0.3pp
MNT	27G850A-B	-	21	0	0	-	0	0%	1,219	49	1	3,854	3,854	0.1%	4,448	215	22	65,403	2,973	0.5%	↓72.6%	↓77.2%	↓95.5%	↓94.1%	↑29.6%	↓0.4pp
MNT	27G610A-B	-	2	0	0	-	0	0%	761	29	3	3,597	1,199	0.4%	827	38	3	3,297	1,099	0.4%	↓8.0%	↓23.7%	0%	↑9.1%	↑9.1%	0.0pp
MNT	32UQ850V-W	-	11	1	0	-	0	0%	178	8	1	3,134	3,134	0.6%	443	27	2	6,146	3,073	0.5%	↓59.8%	↓70.4%	↓50.0%	↓49.0%	↑2.0%	↑0.1pp
MNT	27UQ850V-W	-	18	0	0	-	0	0%	596	33	1	2,999	2,999	0.2%	1,141	58	4	10,888	2,722	0.4%	↓47.8%	↓43.1%	↓75.0%	↓72.5%	↑10.2%	↓0.2pp
MNT	34U601B-B	-	12	0	0	-	0	0%	195	3	1	1,599	1,599	0.5%	154	9	0	-	0	0%	↑26.6%	↓66.7%	-	-	-	↑0.5pp
MNT	27G411B-B	-	10	1	0	-	0	0%	687	11	1	799	799	0.1%	2,335	60	9	7,108	790	0.4%	↓70.6%	↓81.7%	↓88.9%	↓88.8%	↑1.2%	↓0.3pp
PC	16Z90U-K.ALB8C	-	11	1	1	14,924	14,924	9.1%	171	4	1	14,924	14,924	0.6%	90	1	0	-	0	0%	↑90.0%	↑300.0%	-	-	-	↑0.6pp
PC	16Z90U-K.ALB9C	-	8	0	0	-	0	0%	167	2	1	14,249	14,249	0.6%	626	3	0	-	0	0%	↓73.3%	↓33.3%	-	-	-	↑0.6pp
A/P	AS60GHWZ0	O	26	0	0	-	0	0%	3,077	21	2	3,398	1,699	0.1%	5,107	71	5	8,410	1,682	0.1%	↓39.7%	↓70.4%	↓60.0%	↓59.6%	↑1.0%	0.0pp
etc	DK2M	-	0	0	0	-	0	0%	9	5	2	400	200	22.2%	7	2	1	200	200	14.3%	↑28.6%	↑150.0%	↑100.0%	↑100.0%	0%	↑7.9pp
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 (07/01-07/29) vs 前月同期 (06/01-06/29) · Unit: K RMB / 단위: K RMB

Product	Model	Jul MTD Jul 1 - Jul 297월 1일~7월 29일 누계			Jun. MTD Jun. 1 - Jun. 296월 1일~6월 29일 누계			vs Jun. Same Period Jun. 1 - Jun. 296월 1일~6월 29일 대비
Product	Model	LG.COM	JD	TM	LG.COM	JD	TM	LG.COM	JD	TM
W/M	FCY10R4M	4	204	10	-	192	5	NEW	↑6.1%	↑81.1%
	SC5MBR80H	31	115	-	17	74	-	↑83.3%	↑55.2%	-
	FCY90N2W	-	137	5	-	179	-	-	↓23.3%	NEW
	FCY10Y4M	7	101	23	6	99	11	↑20.0%	↑2.1%	↑105.3%
	S3GHM	-	82	41	-	153	27	-	↓46.8%	↑53.0%
	FCY10Y4M+RH10V3MVTW	-	58	23	-	94	15	-	↓38.9%	↑54.7%
	FA12CA2C+RH10X75V2N	-	65	14	-	89	-	-	↓26.9%	NEW
	SC5GMR80H	35	40	-	-	150	-	NEW	↓73.2%	-
	FCY90M2P	-	63	10	-	187	-	-	↓66.4%	NEW
	WT1310BGA	60	-	-	25	-	-	↑144.5%	-	-
REF	F544MMB95D	82	2	-	67	76	-	↑21.3%	↓98.0%	-
	F544MEH62D	20	36	13	46	136	-	↓57.2%	↓73.1%	NEW
	F664MEH95D	63	-	-	25	33	-	↑150.0%	-	-
	S674MEG11D	4	48	-	-	43	-	NEW	↑13.6%	-
	S674MPY11D	4	42	-	-	48	-	NEW	↓11.3%	-
	F544MEH85D	-	46	-	-	92	-	-	↓49.7%	-
	S653MWW87D	-	40	-	-	19	-	-	↑104.7%	-
	F544MEP62D	20	16	-	20	-	-	0.0%	NEW	-
	F664MPY88D	14	18	-	14	18	-	0.0%	↑0.6%	-
	S653MEP87D	-	22	-	10	58	-	-	↓62.1%	-
LTV	65QNED85BCA	24	130	-	-	67	-	NEW	↑93.6%	-
	OLED55G6PCA	-	130	-	-	97	-	-	↑34.3%	-
	OLED77C6PCA	-	99	-	-	-	-	-	NEW	-
	65QNED82BCA	-	68	26	4	76	27	-	↓11.4%	↓4.4%
	OLED55C6PCA	-	79	-	-	79	-	-	↓0.4%	-
	75QNED82BCA	20	48	-	-	113	6	NEW	↓57.8%	-
	OLED83C6PCA	-	57	-	-	261	-	-	↓78.2%	-
	85QNED82BCA	-	40	8	7	70	8	-	↓42.9%	↓8.2%
	OLED65B6PCA	-	44	-	-	-	-	-	NEW	-
	75MRGB86BCA	-	17	10	8	8	-	-	↑100.0%	NEW
MNT	39GX950B-B	45	78	-	20	52	-	↑127.3%	↑50.0%	-
	32GX870B-B	41	8	-	24	162	-	↑70.2%	↓94.7%	-
	32GX850A-B	-	45	-	45	97	-	-	↓53.5%	-
	40U990A-W	23	12	-	11	36	-	↑100.0%	↓66.5%	-
	27GM950B-B	-	27	-	-	108	-	-	↓75.0%	-
	27GX700A-B	11	7	-	7	10	-	↑62.1%	↓24.0%	-
	32U990A-S	16	-	-	-	70	-	NEW	-	-
	45GX950A-B	-	14	-	-	-	-	-	NEW	-
	PU615U	-	14	-	6	13	-	-	↑6.1%	-
	27UP850K-W	-	12	-	4	27	-	-	↓55.6%	-
PC	16Z90U-K.ALB8C	-	15	-	-	-	-	-	NEW	-
	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	-	-	-	-	-	-	-	-	-
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.【整体达成与618基数效应】截至7/29，MTD累计 **493.0 K USD**，月度目标达成率 **83.9%**（时间进度93.5%，落后约9.6pp），环比上月同期下滑 **36.6%**。需客观看待这一差距：6月全周期处于618大促窗口，销售基线被显著抬高且需求提前透支，因此7月相对6月初的回落部分属于基数效应，并非纯有机下滑。近期5日（7/25-7/29）日均16.3 K USD，较前24日日均17.2 K USD小幅放缓；按当前节奏月末预计约525.6 K USD（达成率89.0%）。

2.【JD全品类回落拖累大盘】**JD** 为绝对核心渠道，贡献 **71.5%** GMV（352.5 K USD），但达成率仅83.3%，环比上月同期GMV下滑 **47.1%**（UV -18.6%，CVR 0.28 vs 0.38）。回落呈全品类铺开：WM -40.8%、TV -41.2%、MNT -69.8%、REF -50.5%。型号层面，JD MNT近七成的收缩主要源于型号结构断层——上月618驱动的MNT主力SKU（如65QNED82BCA）需求被提前释放，当期新主力39GX950B-B（123 K RMB）体量尚不足以对冲，需加快补齐MNT型号矩阵。

3.【LG.COM超额，转向利润与连带】**LG.COM** 达成率 **123.8%**，已超额完成月度目标，MTD 106.1 K USD，环比上月同期GMV **+17.1%** 却伴随UV -33.3%——增长来自ASP抬升（1,152.5 vs 914.8 USD）与转化改善（CVR 0.30 vs 0.22）。REF（CVR 0.52）与WM（+132.9%）表现突出，专供型号贡献SKU GMV约28.9%。既已超目标，建议由冲量转向**利润与连带**（套装、高端型号、专供品资源倾斜），巩固高质量增长。

4.【TV集中度陷阱：头部增、中长尾塌】**TV品类集中度预警**：TOP10型号环比微增 +0.4 K，但品类总量下滑 -83.2 K、中长尾下滑 -83.6 K，呈典型头部增、中长尾塌格局。头部65QNED85BCA（+129.4%，153 K RMB）、OLED55G6PCA（130 K）、OLED77C6PCA（99 K）集中承接增长，中段型号普遍收缩。头部增长掩盖了品类广度侵蚀，建议补全中端型号、套餐组合与搜索覆盖，降低单点依赖风险。

5.【MNT型号结构释放新款信号】**MNT** 整体环比 **-59.6%**（JD -69.8%），是降幅最大的品类，但型号结构释放积极信号：新上市的39GX950B-B（123 K RMB）、32GX870B-B（50 K）、32GX850A-B（45 K）已构成当期主力，属2026新款爬坡。收缩主因是上月618量能SKU退出、当期新款尚未完全接棒，而非需求消失。建议持续观察新款GX/QNED系列的周度承接力，避免误判为品类衰退。

6.【TM新店爬坡与漏斗偏宽】**TM**（新店）MTD 34.4 K USD，达成率43.5%，环比上月同期GMV **+65.6%**，处于流量积累期。WM（+89.0%）与TV（+4.0%）驱动增长，但CVR仅0.07%（vs 0.14%），加购1,504、转化43单，漏斗偏宽。A/P、MNT、PC几乎无成交。建议扩充在售SKU与上架数量、优化搜索排名，并重点收窄加购→下单转化漏斗。

7.【转化洼地：高流量零转化型号】**转化洼地**需重点修复：SC5MSR40（UV 3,876，CVR 0.0%）、FMY10Y4PF+RH10V3PV8WS（UV 3,779，0.0%）、FN23BQH（UV 3,555，0.0%）流量可观却近乎零转化；65QNED82BCA（UV 20,730，CVR 0.1%）亦属高流量低转化。建议核查上述型号详情页内容、价格竞争力与促销组合，将既有流量兑现为订单。

8.【本周行动优先级】**本周行动优先级**：① JD守住WM/REF核心量能、定向促销补齐MNT型号断层；② LG.COM趁超目标窗口转向利润与连带销售；③ TV品类补全中端型号以化解集中度风险；④ TM加速在售SKU与CVR漏斗优化。整体以型号结构而非单纯流量视角评估7月表现，避免将618基数效应误读为销售失速。

1.7/29 기준 MTD 누적 **493.0K USD**, 월 목표 달성률 **83.9%**(경과율 93.5%, 약 9.6pp 미달), 전월 동기 대비 **36.6%** 하락. 이 격차는 객관적 평가가 필요하다. 6월은 618 프로모션 전 주기에 걸쳐 판매 기준이 크게 높아지고 수요가 선행 소진되어, 7월의 6월 초 대비 하락은 일부 기저 효과이며 순수 유기적 감소가 아니다. 최근 5일(7/25-7/29) 일평균 16.3K USD로 직전 24일 17.2K 대비 소폭 둔화. 현재 추세 기준 월말 약 525.6K USD(달성률 89.0%) 전망.

2.**JD**는 핵심 채널로 GMV **71.5%**(352.5K USD)를 차지하나 달성률 83.3%에 그치고, 전월 동기 대비 GMV **47.1%** 하락(UV -18.6%, CVR 0.28 vs 0.38). 하락이 전 카테고리에 걸쳐 나타남: WM -40.8%, TV -41.2%, MNT -69.8%, REF -50.5%. 모델 차원에서 JD MNT의 약 70% 감소는 모델 믹스 단절이 주원인. 전월 618로 구동된 MNT 주력 SKU(예: 65QNED82BCA) 수요가 선행 소진되고, 당월 신주력 39GX950B-B(123K RMB) 규모가 아직 상쇄하기 부족하여 MNT 모델 라인업 보강이 시급.

3.**LG.COM** 달성률 **123.8%**로 월 목표 초과 달성, MTD 106.1K USD, 전월 동기 대비 GMV **+17.1%**이나 UV는 -33.3% — 성장은 ASP 상승(1,152.5 vs 914.8 USD)과 전환 개선(CVR 0.30 vs 0.22)에 기인. REF(CVR 0.52)와 WM(+132.9%)이 두드러지고 전용 모델이 SKU GMV의 약 28.9% 기여. 이미 목표를 넘겼으므로 물량 확보에서 **마진·연계 판매**(세트, 프리미엄 모델, 전용품 리소스 집중)로 전환해 질적 성장 공고화 권장.

4.**TV 카테고리 집중도 경보**: TOP10 모델이 전월 대비 +0.4K 소폭 증가했으나 카테고리 총량은 -83.2K, 중하위는 -83.6K로 전형적인 '상위 증가·중하위 붕괴' 양상. 상위 65QNED85BCA(+129.4%, 153K RMB), OLED55G6PCA(130K), OLED77C6PCA(99K)가 성장을 집중 수용하고 중단 모델은 대체로 축소. 상위 성장이 카테고리 폭 축소를 은폐하므로 중단 모델 보완, 세트 조합, 검색 커버리지 확대로 단일 의존 리스크 완화 권장.

5.**MNT** 전체 전월 대비 **-59.6%**(JD -69.8%)로 최대 감소 카테고리이나 모델 구조는 긍정 신호. 신규 출시 39GX950B-B(123K RMB), 32GX870B-B(50K), 32GX850A-B(45K)가 당월 주력으로 자리잡아 2026 신모델 램프업 단계. 축소는 전월 618 물량 SKU 퇴장과 신모델 미완전 인수에 기인하며 수요 소멸이 아님. 신규 GX/QNED 시리즈의 주간 인수력을 지속 모니터링해 카테고리 쇠퇴로 오판하지 않도록 권장.

6.**TM**(신규 매장) MTD 34.4K USD, 달성률 43.5%, 전월 동기 대비 GMV **+65.6%**로 트래픽 축적기. WM(+89.0%)과 TV(+4.0%)가 성장 견인하나 CVR은 0.07%(vs 0.14%)에 불과, 장바구니 1,504 대비 주문 43건으로 퍼널이 넓음. A/P, MNT, PC는 거의 미거래. 판매 SKU·등록 수 확대, 검색 순위 최적화와 함께 장바구니→주문 전환 퍼널 집중 축소 권장.

7.**전환 부진 구간** 점검 필요: SC5MSR40(UV 3,876, CVR 0.0%), FMY10Y4PF+RH10V3PV8WS(UV 3,779, 0.0%), FN23BQH(UV 3,555, 0.0%)는 트래픽은 있으나 사실상 무전환. 65QNED82BCA(UV 20,730, CVR 0.1%)도 고트래픽 저전환. 해당 모델 상세 페이지 콘텐츠, 가격 경쟁력, 프로모션 조합을 점검해 확보된 트래픽을 주문으로 전환 권장.

8.**금주 액션 우선순위**: ① JD는 WM/REF 핵심 물량 방어 및 MNT 모델 단절 보완을 위한 타겟 프로모션 전개. ② LG.COM은 목표 초과 창을 활용해 마진·연계 판매로 전환. ③ TV 카테고리는 중단 모델 보완으로 집중도 리스크 해소. ④ TM은 판매 SKU 확대와 CVR 퍼널 최적화 가속. 전반적으로 7월 성과는 순수 트래픽이 아닌 모델 구조 관점에서 평가해 618 기저 효과를 성과 부진으로 오독하지 않도록.