LGECH D2C Daily Report

업데이트: 2026-07-31

Channel × Product Performance · Period 07/01 - 07/30 · Unit: K USD · Rate: ¥6.8/USD · Net GMV = GMV - Cancel

Today Net GMV당일 Net GMV (2026-07-30 당일)42.5 K USD

MTD Net GMV월 누계 Net GMV (07/01 - 07/30)535.5 K USD

Net GMV Target AchievementGMV 목표 달성률91.1%535.5 / 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.COM109Net GMV K USDProg.

127.2%

Retail JD391Net GMV K USDProg.

92.5%

Retail TM35Net GMV K USDProg.

44.6%

W/M234

前月同期 316 K USD전월 동기

↓25.9%

REF75

前月同期 111 K USD전월 동기

↓32.3%

LTV162

前月同期 227 K USD전월 동기

↓28.9%

MNT60

前月同期 146 K USD전월 동기

↓58.9%

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)

7/30 Daily · Jul MTD · vs Jun. Same Period · Net GMV Unit: K USD · ASP Unit: USD/EA 7/30 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	7/30 Daily7/30 당일						Jul MTD Jul 1 - Jul 307월 1일~7월 30일 누계						vs Jun. Same Period Jun. 1 - Jun. 306월 1일~6월 30일 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	3,321	135	15	10.1	671	0.45%	138,322	5,490	486	234.0	482	0.35%	↓9.4%	↓11.9%	↓34.8%	↓25.9%	↑13.7%	↓0.14pp
D2C	REF	1,857	44	0	0	0	0.00%	51,813	1,833	74	74.9	1,012	0.14%	↑42.7%	↑52.1%	↓26.0%	↓32.3%	↓8.6%	↓0.13pp
D2C	LTV	2,948	86	13	30.5	2,346	0.44%	102,061	3,242	149	161.6	1,084	0.15%	↓25.7%	↓13.5%	↓27.3%	↓28.9%	↓2.2%	0.00pp
D2C	MNT	650	36	4	1.9	484	0.62%	25,440	1,073	81	60.1	742	0.32%	↓57.7%	↓57.8%	↓59.7%	↓58.9%	↑2.0%	↓0.02pp
D2C	PC	22	1	0	0	0	0.00%	941	24	2	4.3	2,145	0.21%	↓57.4%	↓4.0%	-	-	-	↑0.21pp
D2C	A/P	45	1	0	0	0	0.00%	3,122	22	2	0.5	250	0.06%	↓40.7%	↓69.9%	↓60.0%	↓59.6%	↑1.0%	↓0.03pp
D2C	TTL	8,843	303	32	42.5	1,328	0.36%	321,699	11,684	794	535.3	674	0.25%	↓18.4%	↓15.5%	↓36.8%	↓33.2%	↑5.7%	↓0.07pp
LG.COM	W/M	165	1	2	1.8	882	1.21%	13,626	85	35	34.6	989	0.26%	↑6.7%	↑193.1%	↑94.4%	↑117.1%	↑11.6%	↑0.12pp
LG.COM	REF	63	0	0	0	0	0.00%	5,049	32	26	33.2	1,276	0.51%	↓28.8%	↑700.0%	↑8.3%	↑9.2%	↑0.8%	↑0.18pp
LG.COM	LTV	47	0	0	0	0	0.00%	4,369	26	13	16.6	1,274	0.30%	↓68.6%	↑44.4%	↓45.8%	↓35.8%	↑18.6%	↑0.12pp
LG.COM	MNT	65	1	1	1.2	1,187	1.54%	4,236	119	20	22.5	1,125	0.47%	↓59.4%	↓16.8%	↓42.9%	↑0.7%	↑76.3%	↑0.14pp
LG.COM	PC	16	0	0	0	0	0.00%	672	10	1	2.1	2,095	0.15%	↓55.7%	↑66.7%	-	-	-	↑0.15pp
LG.COM	A/P	35	0	0	0	0	0.00%	2,842	2	0	0	0	0.00%	↑108.5%	-	↓100.0%	↓100.0%	↓100.0%	↓0.07pp
LG.COM	TTL	391	2	3	3.0	984	0.77%	30,794	274	95	109.0	1,147	0.31%	↓34.6%	↑37.0%	↓6.9%	↑15.1%	↑23.5%	↑0.09pp
JD	W/M	1,797	98	10	7.4	739	0.56%	88,382	4,509	418	174.4	417	0.47%	↓14.0%	↓17.0%	↓36.0%	↓39.4%	↓5.3%	↓0.16pp
JD	REF	1,253	39	0	0	0	0.00%	36,682	1,514	46	39.7	863	0.13%	↑51.8%	↑36.5%	↓38.7%	↓50.5%	↓19.3%	↓0.19pp
JD	LTV	2,267	79	13	30.5	2,346	0.57%	81,108	2,851	125	136.7	1,093	0.15%	↓17.1%	↓16.8%	↓23.8%	↓29.4%	↓7.3%	↓0.01pp
JD	MNT	576	35	3	0.7	250	0.52%	21,133	953	61	37.6	617	0.29%	↓57.5%	↓60.3%	↓63.3%	↓69.6%	↓17.4%	↓0.05pp
JD	PC	6	1	0	0	0	0.00%	269	14	1	2.2	2,195	0.37%	↓61.2%	↓26.3%	-	-	-	↑0.37pp
JD	A/P	6	1	0	0	0	0.00%	191	17	2	0.5	250	1.05%	↓95.1%	↓76.7%	↓50.0%	↓50.0%	0%	↑0.94pp
JD	TTL	5,905	253	26	38.6	1,486	0.44%	227,765	9,858	653	391.1	599	0.29%	↓18.4%	↓20.9%	↓38.5%	↓43.0%	↓7.3%	↓0.09pp
TM	W/M	1,359	36	3	0.9	302	0.22%	36,314	896	33	25.0	757	0.09%	↓2.6%	↑16.1%	↓55.4%	↑110.7%	↑372.5%	↓0.11pp
TM	REF	541	5	0	0	0	0.00%	10,082	287	2	2.0	983	0.02%	↑98.9%	↑212.0%	↑100.0%	-	-	0.00pp
TM	LTV	634	7	0	0	0	0.00%	16,584	365	11	8.3	759	0.07%	↓35.1%	↑20.1%	↓35.3%	↑4.0%	↑60.7%	0.00pp
TM	MNT	9	0	0	0	0	0.00%	71	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%	89	3	0	0	0	0.00%	↑2125.0%	-	-	-	-	0.00pp
TM	TTL	2,547	48	3	0.9	302	0.12%	63,140	1,552	46	35.3	767	0.07%	↓7.0%	↑32.9%	↓50.0%	↑77.5%	↑255.0%	↓0.06pp

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 30 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 30일 Net GMV입니다.

全产品 SKU 实绩详细전 제품 SKU 실적 상세

Unit: RMB / 단위: RMB(7/30 Daily · 07/01-07/30 MTD · vs 06/01-06/30 · Showing 95 models with sales) (7/30 당일 · 07/01-07/30 누계 · 대비 06/01-06/30 · 판매 발생 95개 모델)

Product	Model	专供 전용	7/30 Daily7/30 당일						Jul MTD Jul 1 - Jul 307월 1일~7월 30일 누계						Jun. MTD Jun. 1 - Jun. 306월 1일~6월 30일 누계						vs Jun. Same Period Jun. 1 - Jun. 306월 1일~6월 30일 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	230	8	7	16,939	2,420	3.0%	9,616	523	130	234,931	1,807	1.4%	9,922	559	116	199,938	1,724	1.2%	↓3.1%	↓6.4%	↑12.1%	↑17.5%	↑4.8%	↑0.2pp
WM	SC5MBR80H	O	263	12	0	-	0	0%	12,041	423	8	145,811	18,226	0.1%	13,703	371	5	90,935	18,187	0.0%	↓12.1%	↑14.0%	↑60.0%	↑60.3%	↑0.2%	↑0.1pp
WM	FCY90N2W	-	31	2	0	-2,288	0	0%	11,878	504	91	140,064	1,539	0.8%	12,024	668	140	184,995	1,321	1.2%	↓1.2%	↓24.6%	↓35.0%	↓24.3%	↑16.5%	↓0.4pp
WM	FCY10Y4M	O	508	14	2	5,685	2,842	0.4%	12,107	445	80	137,527	1,719	0.7%	14,354	453	76	120,964	1,592	0.5%	↓15.7%	↓1.8%	↑5.3%	↑13.7%	↑8.0%	↑0.2pp
WM	S3GHM	O	426	16	0	-	0	0%	12,239	391	14	122,738	8,767	0.1%	11,412	352	21	189,049	9,002	0.2%	↑7.2%	↑11.1%	↓33.3%	↓35.1%	↓2.6%	↓0.1pp
WM	SC5GMR80H	-	150	16	1	19,999	19,999	0.7%	6,027	365	5	94,765	18,953	0.1%	5,511	204	8	149,549	18,694	0.1%	↑9.4%	↑78.9%	↓37.5%	↓36.6%	↑1.4%	0.0pp
WM	FCY10Y4M+RH10V3MVTW	O	475	10	2	13,007	6,504	0.4%	19,758	440	15	93,654	6,244	0.1%	21,516	528	19	115,610	6,085	0.1%	↓8.2%	↓16.7%	↓21.1%	↓19.0%	↑2.6%	0.0pp
WM	FA12CA2C+RH10X75V2N	-	218	9	0	-	0	0%	7,432	288	6	79,344	13,224	0.1%	6,049	363	11	88,668	8,061	0.2%	↑22.9%	↓20.7%	↓45.5%	↓10.5%	↑64.1%	↓0.1pp
WM	FCY90M2P	-	95	7	1	2,830	2,830	1.1%	3,632	292	37	75,538	2,042	1.0%	4,526	435	114	186,699	1,638	2.5%	↓19.8%	↓32.9%	↓67.5%	↓59.5%	↑24.7%	↓1.5pp
WM	WT1310BGA	-	54	2	0	-	0	0%	3,780	28	6	60,434	10,072	0.2%	3,125	87	2	24,698	12,349	0.1%	↑21.0%	↓67.8%	↑200.0%	↑144.7%	↓18.4%	↑0.1pp
WM	FCV13G4W+RH10V9AV4W	-	128	5	0	-	0	0%	4,454	225	6	46,336	7,723	0.1%	4,054	228	15	108,398	7,226	0.4%	↑9.9%	↓1.3%	↓60.0%	↓57.3%	↑6.9%	↓0.3pp
WM	FCW12D4WA	-	18	1	0	-	0	0%	1,172	66	12	42,797	3,566	1.0%	1,713	119	13	40,770	3,136	0.8%	↓31.6%	↓44.5%	↓7.7%	↑5.0%	↑13.7%	↑0.2pp
WM	S3IF	-	23	0	0	-	0	0%	1,403	68	4	37,181	9,295	0.3%	1,874	97	13	111,920	8,609	0.7%	↓25.1%	↓29.9%	↓69.2%	↓66.8%	↑8.0%	↓0.4pp
WM	FA12CA2C	-	21	1	0	-	0	0%	1,072	50	6	35,008	5,835	0.6%	1,559	61	4	18,019	4,505	0.3%	↓31.2%	↓18.0%	↑50.0%	↑94.3%	↑29.5%	↑0.3pp
WM	RH10V9PV2WR	-	14	1	0	-	0	0%	576	36	6	33,162	5,527	1.0%	318	15	0	-	0	0%	↑81.1%	↑140.0%	-	-	-	↑1.0pp
WM	FN23WQH	-	29	2	1	9,899	9,899	3.4%	1,251	68	3	30,797	10,266	0.2%	1,324	80	6	68,252	11,375	0.5%	↓5.5%	↓15.0%	↓50.0%	↓54.9%	↓9.8%	↓0.3pp
WM	FH12X9WCA	-	43	3	0	-	0	0%	1,207	57	3	20,748	6,916	0.2%	314	23	0	-	0	0%	↑284.4%	↑147.8%	-	-	-	↑0.2pp
WM	SC5MSR40	-	57	5	0	-	0	0%	3,933	185	1	18,399	18,399	0.0%	8,140	130	0	-400	0	0%	↓51.7%	↑42.3%	-	↓4699.8%	-	0.0pp
WM	FMY10Y4PF	O	33	2	1	2,341	2,341	3.0%	1,569	69	12	16,760	1,397	0.8%	3,981	127	9	16,123	1,791	0.2%	↓60.6%	↓45.7%	↑33.3%	↑4.0%	↓22.0%	↑0.6pp
WM	FCW10Y4PA	-	2	0	0	-	0	0%	839	45	6	12,658	2,110	0.7%	1,101	77	20	34,737	1,737	1.8%	↓23.8%	↓41.6%	↓70.0%	↓63.6%	↑21.5%	↓1.1pp
WM	RH10X76V2N	-	1	0	0	-	0	0%	7	0	2	12,500	6,250	28.6%	1	0	0	-	0	0%	↑600.0%	-	-	-	-	↑28.6pp
WM	FCV13G4W	-	57	1	0	-	0	0%	1,221	56	3	11,875	3,958	0.2%	1,239	89	47	39,993	851	3.8%	↓1.5%	↓37.1%	↓93.6%	↓70.3%	↑365.2%	↓3.6pp
WM	FCW12Y4PA	-	11	0	0	-	0	0%	439	25	4	11,616	2,904	0.9%	952	54	14	34,064	2,433	1.5%	↓53.9%	↓53.7%	↓71.4%	↓65.9%	↑19.4%	↓0.6pp
WM	FW12X4WC2+DH12X4WC2	-	36	0	0	-	0	0%	1,097	43	1	11,238	11,238	0.1%	1	0	0	-	0	0%	↑109600.0%	-	-	-	-	↑0.1pp
WM	FCW12Y4WA	-	20	0	0	-	0	0%	1,866	61	5	10,755	2,151	0.3%	2,357	159	24	52,854	2,202	1.0%	↓20.8%	↓61.6%	↓79.2%	↓79.7%	↓2.3%	↓0.7pp
WM	FA12DA2C	-	1	0	0	-	0	0%	38	0	2	10,695	5,348	5.3%	1	0	0	-	0	0%	↑3700.0%	-	-	-	-	↑5.3pp
WM	FW12X4WC2	-	12	0	0	-	0	0%	951	18	3	10,309	3,436	0.3%	44	1	1	4,369	4,369	2.3%	↑2061.4%	↑1700.0%	↑200.0%	↑136.0%	↓21.3%	↓2.0pp
WM	FY10EK2E	-	13	1	0	-	0	0%	433	22	2	7,734	3,867	0.5%	685	44	8	18,684	2,336	1.2%	↓36.8%	↓50.0%	↓75.0%	↓58.6%	↑65.6%	↓0.7pp
WM	DH12X4WC2	-	9	1	0	-	0	0%	321	12	1	6,969	6,969	0.3%	24	0	0	-	0	0%	↑1237.5%	-	-	-	-	↑0.3pp
WM	FMY10Y4PF+RH10V3PV8WS	-	82	4	0	-	0	0%	3,861	172	1	6,599	6,599	0.0%	3,054	113	4	25,596	6,399	0.1%	↑26.4%	↑52.2%	↓75.0%	↓74.2%	↑3.1%	↓0.1pp
WM	FMW10Y4WA	-	43	2	0	-	0	0%	1,619	99	7	6,191	884	0.4%	1,977	119	24	21,025	876	1.2%	↓18.1%	↓16.8%	↓70.8%	↓70.6%	↑1.0%	↓0.8pp
WM	RH10X75V2N	-	8	0	0	-	0	0%	266	21	1	5,760	5,760	0.4%	321	27	0	-	0	0%	↓17.1%	↓22.2%	-	-	-	↑0.4pp
WM	FCK12D2CE	-	0	0	0	-	0	0%	27	1	1	4,445	4,445	3.7%	19	3	0	-	0	0%	↑42.1%	↓66.7%	-	-	-	↑3.7pp
WM	FW12X4SC2	-	6	0	0	-	0	0%	436	12	1	4,274	4,274	0.2%	45	2	0	-	0	0%	↑868.9%	↑500.0%	-	-	-	↑0.2pp
WM	FN23BQH	-	55	4	0	-	0	0%	3,610	120	1	1,434	1,434	0.0%	2,972	100	9	75,625	8,403	0.3%	↑21.5%	↑20.0%	↓88.9%	↓98.1%	↓82.9%	↓0.3pp
WM	FMW10Y4WA+RH10V3AV6W	-	39	1	0	-	0	0%	204	10	1	50	50	0.5%	955	41	3	24,925	8,308	0.3%	↓78.6%	↓75.6%	↓66.7%	↓99.8%	↓99.4%	↑0.2pp
Ref	F544MMB95D	-	243	2	0	-	0	0%	6,448	149	9	83,096	9,233	0.1%	6,674	164	13	143,519	11,040	0.2%	↓3.4%	↓9.1%	↓30.8%	↓42.1%	↓16.4%	↓0.1pp
Ref	F544MEH62D	-	864	20	0	-	0	0%	15,091	504	11	69,371	6,306	0.1%	2,784	174	27	181,352	6,717	1.0%	↑442.1%	↑189.7%	↓59.3%	↓61.7%	↓6.1%	↓0.9pp
Ref	F664MEH95D	-	31	2	0	-	0	0%	1,040	57	5	62,980	12,596	0.5%	1,207	47	4	58,340	14,585	0.3%	↓13.8%	↑21.3%	↑25.0%	↑8.0%	↓13.6%	↑0.2pp
Ref	S674MEG11D	-	13	0	0	-	0	0%	4,993	210	13	52,735	4,056	0.3%	6,645	198	12	42,743	3,562	0.2%	↓24.9%	↑6.1%	↑8.3%	↑23.4%	↑13.9%	↑0.1pp
Ref	S674MPY11D	-	2	0	0	-	0	0%	2,082	102	13	46,366	3,567	0.6%	2,539	110	14	60,168	4,298	0.6%	↓18.0%	↓7.3%	↓7.1%	↓22.9%	↓17.0%	0.0pp
Ref	F544MEH85D	-	292	4	0	-	0	0%	5,413	178	6	46,057	7,676	0.1%	3,050	147	11	91,550	8,323	0.4%	↑77.5%	↑21.1%	↓45.5%	↓49.7%	↓7.8%	↓0.3pp
Ref	S653MWW87D	-	194	8	0	-	0	0%	5,958	216	4	39,493	9,873	0.1%	3,306	83	2	19,296	9,648	0.1%	↑80.2%	↑160.2%	↑100.0%	↑104.7%	↑2.3%	0.0pp
Ref	F544MEP62D	-	66	3	0	-	0	0%	3,625	140	5	35,632	7,126	0.1%	2,496	66	3	18,533	6,178	0.1%	↑45.2%	↑112.1%	↑66.7%	↑92.3%	↑15.4%	0.0pp
Ref	F664MPY88D	-	51	0	0	-	0	0%	2,380	115	3	31,852	10,617	0.1%	1,560	49	2	31,792	15,896	0.1%	↑52.6%	↑134.7%	↑50.0%	↑0.2%	↓33.2%	0.0pp
Ref	S653MEP87D	-	36	3	0	-	0	0%	1,653	63	2	21,806	10,903	0.1%	2,517	73	7	67,090	9,584	0.3%	↓34.3%	↓13.7%	↓71.4%	↓67.5%	↑13.8%	↓0.2pp
Ref	S653MPY33D	-	52	1	0	-	0	0%	2,693	82	3	19,633	6,544	0.1%	1,955	39	3	21,888	7,296	0.2%	↑37.7%	↑110.3%	0%	↓10.3%	↓10.3%	↓0.1pp
TV	OLED55G6PCA	-	203	8	4	41,986	10,496	2.0%	4,306	114	16	171,944	10,746	0.4%	6,147	189	10	96,818	9,682	0.2%	↓29.9%	↓39.7%	↑60.0%	↑77.6%	↑11.0%	↑0.2pp
TV	OLED77C6PCA	-	340	8	3	58,062	19,354	0.9%	3,881	119	10	156,902	15,690	0.3%	3,165	121	1	-37,943	-37,943	0.0%	↑22.6%	↓1.7%	↑900.0%	↓513.5%	↓141.4%	↑0.3pp
TV	65QNED85BCA	-	25	1	0	-	0	0%	4,947	147	31	153,378	4,948	0.6%	6,456	197	14	66,871	4,776	0.2%	↓23.4%	↓25.4%	↑121.4%	↑129.4%	↑3.6%	↑0.4pp
TV	OLED83C6PCA	-	82	4	3	85,497	28,499	3.7%	3,667	140	5	142,495	28,499	0.1%	5,065	209	9	260,991	28,999	0.2%	↓27.6%	↓33.0%	↓44.4%	↓45.4%	↓1.7%	↓0.1pp
TV	OLED55C6PCA	-	112	2	2	15,813	7,906	1.8%	4,082	143	15	94,765	6,318	0.4%	4,171	156	13	79,306	6,100	0.3%	↓2.1%	↓8.3%	↑15.4%	↑19.5%	↑3.6%	↑0.1pp
TV	65QNED82BCA	O	698	10	0	-	0	0%	21,428	483	24	93,356	3,890	0.1%	18,238	417	30	120,728	4,024	0.2%	↑17.5%	↑15.8%	↓20.0%	↓22.7%	↓3.3%	↓0.1pp
TV	75QNED82BCA	O	147	6	1	5,999	5,999	0.7%	6,556	195	15	74,035	4,936	0.2%	8,886	272	22	119,030	5,410	0.2%	↓26.2%	↓28.3%	↓31.8%	↓37.8%	↓8.8%	0.0pp
TV	85QNED82BCA	O	155	4	0	-	0	0%	6,967	233	6	47,785	7,964	0.1%	10,260	238	12	93,533	7,794	0.1%	↓32.1%	↓2.1%	↓50.0%	↓48.9%	↑2.2%	0.0pp
TV	OLED65B6PCA	-	22	1	0	-	0	0%	710	25	4	43,476	10,869	0.6%	194	4	0	-	0	0%	↑266.0%	↑525.0%	-	-	-	↑0.6pp
TV	75MRGB86BCA	-	38	1	0	-	0	0%	1,261	46	3	26,511	8,837	0.2%	1,139	16	2	16,098	8,049	0.2%	↑10.7%	↑187.5%	↑50.0%	↑64.7%	↑9.8%	0.0pp
TV	86QNED85BCA	-	69	1	0	-	0	0%	2,498	106	3	22,855	7,618	0.1%	14,846	149	8	45,920	5,740	0.1%	↓83.2%	↓28.9%	↓62.5%	↓50.2%	↑32.7%	0.0pp
TV	75QNED85BCA	-	92	4	0	-	0	0%	3,692	128	3	21,572	7,191	0.1%	3,925	117	8	58,723	7,340	0.2%	↓5.9%	↑9.4%	↓62.5%	↓63.3%	↓2.0%	↓0.1pp
TV	OLED42C6PCA	-	95	5	0	-	0	0%	4,798	178	3	18,321	6,107	0.1%	8,081	275	0	660	0	0%	↓40.6%	↓35.3%	-	↑2675.9%	-	↑0.1pp
TV	OLED77B6PCA	-	21	0	0	-	0	0%	778	21	1	15,999	15,999	0.1%	1,291	36	0	-	0	0%	↓39.7%	↓41.7%	-	-	-	↑0.1pp
TV	OLED65C6PCA	-	130	3	0	-	0	0%	5,607	130	1	13,999	13,999	0.0%	4,554	167	3	42,242	14,081	0.1%	↑23.1%	↓22.2%	↓66.7%	↓66.9%	↓0.6%	↓0.1pp
TV	86MRGB86BCA	-	59	3	0	-	0	0%	2,165	92	2	13,724	6,862	0.1%	1,425	24	2	24,288	12,144	0.1%	↑51.9%	↑283.3%	0%	↓43.5%	↓43.5%	0.0pp
TV	65MRGB86BCA	-	95	2	0	-	0	0%	2,696	50	2	12,752	6,376	0.1%	1,649	25	6	37,199	6,200	0.4%	↑63.5%	↑100.0%	↓66.7%	↓65.7%	↑2.8%	↓0.3pp
TV	OLED48C6PCA	-	170	5	0	-	0	0%	5,889	147	2	12,577	6,288	0.0%	8,086	184	12	82,095	6,841	0.1%	↓27.2%	↓20.1%	↓83.3%	↓84.7%	↓8.1%	↓0.1pp
TV	65NANO80ACA	O	3	0	0	-	0	0%	668	23	2	6,598	3,299	0.3%	12,934	492	31	98,260	3,170	0.2%	↓94.8%	↓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%	829	0	8	40,045	5,006	1.0%	↓89.6%	-	↓87.5%	↓87.4%	↑0.6%	↑0.2pp
MNT	39GX950B-B	-	70	1	0	-	0	0%	1,929	83	10	122,990	12,299	0.5%	2,377	85	6	71,794	11,966	0.3%	↓18.8%	↓2.4%	↑66.7%	↑71.3%	↑2.8%	↑0.2pp
MNT	32GX870B-B	-	53	6	1	8,074	8,074	1.9%	1,924	85	7	57,793	8,256	0.4%	6,185	306	23	194,244	8,445	0.4%	↓68.9%	↓72.2%	↓69.6%	↓70.2%	↓2.2%	0.0pp
MNT	32GX850A-B	O	118	5	0	-	0	0%	6,108	277	9	44,991	4,999	0.1%	10,821	477	30	141,794	4,726	0.3%	↓43.6%	↓41.9%	↓70.0%	↓68.3%	↑5.8%	↓0.2pp
MNT	40U990A-W	-	12	0	0	-	0	0%	495	15	3	34,822	11,607	0.6%	1,040	19	4	47,196	11,799	0.4%	↓52.4%	↓21.1%	↓25.0%	↓26.2%	↓1.6%	↑0.2pp
MNT	27GM950B-B	-	22	1	0	-	0	0%	976	35	3	26,997	8,999	0.3%	7,334	435	12	107,988	8,999	0.2%	↓86.7%	↓92.0%	↓75.0%	↓75.0%	0%	↑0.1pp
MNT	27GX700A-B	-	14	0	0	-	0	0%	829	31	5	18,035	3,607	0.6%	2,001	57	5	16,229	3,246	0.2%	↓58.6%	↓45.6%	0%	↑11.1%	↑11.1%	↑0.4pp
MNT	32U990A-S	-	33	2	0	-	0	0%	557	13	1	16,149	16,149	0.2%	1,260	34	4	70,234	17,558	0.3%	↓55.8%	↓61.8%	↓75.0%	↓77.0%	↓8.0%	↓0.1pp
MNT	45GX950A-B	-	17	1	0	-	0	0%	581	10	1	13,999	13,999	0.2%	1,341	29	0	-	0	0%	↓56.7%	↓65.5%	-	-	-	↑0.2pp
MNT	PU615U	O	7	0	0	-	0	0%	479	8	2	13,998	6,999	0.4%	751	15	3	19,467	6,489	0.4%	↓36.2%	↓46.7%	↓33.3%	↓28.1%	↑7.9%	0.0pp
MNT	27UP850K-W	-	40	2	1	1,999	1,999	2.5%	457	32	7	13,993	1,999	1.5%	2,086	102	17	30,498	1,794	0.8%	↓78.1%	↓68.6%	↓58.8%	↓54.1%	↑11.4%	↑0.7pp
MNT	27U730A-B	-	5	0	0	-	0	0%	527	27	6	9,594	1,599	1.1%	407	23	5	7,947	1,589	1.2%	↑29.5%	↑17.4%	↑20.0%	↑20.7%	↑0.6%	↓0.1pp
MNT	27G64NA-B	-	63	8	1	1,399	1,399	1.6%	2,024	106	6	8,394	1,399	0.3%	1,784	114	8	11,192	1,399	0.4%	↑13.5%	↓7.0%	↓25.0%	↓25.0%	0%	↓0.1pp
MNT	27GX790B-B	-	16	0	0	-	0	0%	616	17	1	6,999	6,999	0.2%	1,266	15	0	-	0	0%	↓51.3%	↑13.3%	-	-	-	↑0.2pp
MNT	32GX870A-B	-	4	0	0	-	0	0%	417	35	1	6,649	6,649	0.2%	2,790	123	7	48,163	6,880	0.3%	↓85.1%	↓71.5%	↓85.7%	↓86.2%	↓3.4%	↓0.1pp
MNT	24G411B-B	-	11	1	0	-	0	0%	1,278	47	9	5,908	656	0.7%	1,631	68	21	13,481	642	1.3%	↓21.6%	↓30.9%	↓57.1%	↓56.2%	↑2.3%	↓0.6pp
MNT	27GX704A-B	-	5	0	0	-	0	0%	152	7	2	4,748	2,374	1.3%	279	14	3	6,682	2,227	1.1%	↓45.5%	↓50.0%	↓33.3%	↓28.9%	↑6.6%	↑0.2pp
MNT	27G850A-B	-	23	0	0	-	0	0%	1,242	49	1	3,854	3,854	0.1%	4,467	216	22	65,403	2,973	0.5%	↓72.2%	↓77.3%	↓95.5%	↓94.1%	↑29.6%	↓0.4pp
MNT	27G610A-B	-	4	0	0	-	0	0%	765	29	3	3,597	1,199	0.4%	841	39	3	3,297	1,099	0.4%	↓9.0%	↓25.6%	0%	↑9.1%	↑9.1%	0.0pp
MNT	34U601B-B	-	9	1	1	1,699	1,699	11.1%	204	4	2	3,298	1,649	1.0%	155	10	0	-	0	0%	↑31.6%	↓60.0%	-	-	-	↑1.0pp
MNT	32UQ850V-W	-	3	0	0	-	0	0%	181	8	1	3,134	3,134	0.6%	447	27	3	9,280	3,093	0.7%	↓59.5%	↓70.4%	↓66.7%	↓66.2%	↑1.3%	↓0.1pp
MNT	27UQ850V-W	-	12	0	0	-	0	0%	608	33	1	2,999	2,999	0.2%	1,152	58	4	10,888	2,722	0.3%	↓47.2%	↓43.1%	↓75.0%	↓72.5%	↑10.2%	↓0.1pp
MNT	27G411B-B	-	6	1	0	-	0	0%	693	12	1	799	799	0.1%	2,453	61	12	9,512	793	0.5%	↓71.7%	↓80.3%	↓91.7%	↓91.6%	↑0.8%	↓0.4pp
PC	16Z90U-K.ALB8C	-	4	0	0	-	0	0%	175	4	1	14,924	14,924	0.6%	108	3	0	-	0	0%	↑62.0%	↑33.3%	-	-	-	↑0.6pp
PC	16Z90U-K.ALB9C	-	5	0	0	-	0	0%	172	2	1	14,249	14,249	0.6%	686	4	0	-	0	0%	↓74.9%	↓50.0%	-	-	-	↑0.6pp
A/P	AS60GHWZ0	O	45	1	0	-	0	0%	3,122	22	2	3,398	1,699	0.1%	5,266	73	5	8,410	1,682	0.1%	↓40.7%	↓69.9%	↓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 (07/01-07/30) vs 前月同期 (06/01-06/30) · Unit: K RMB / 단위: K RMB

Product	Model	Jul MTD Jul 1 - Jul 307월 1일~7월 30일 누계			Jun. MTD Jun. 1 - Jun. 306월 1일~6월 30일 누계			vs Jun. Same Period Jun. 1 - Jun. 306월 1일~6월 30일 대비
Product	Model	LG.COM	JD	TM	LG.COM	JD	TM	LG.COM	JD	TM
W/M	FCY10R4M	7	216	12	-	195	5	NEW	↑11.0%	↑132.1%
	SC5MBR80H	31	115	-	17	74	-	↑83.3%	↑55.2%	-
	FCY90N2W	-	137	3	-	185	-	-	↓25.7%	NEW
	FCY10Y4M	7	101	29	6	104	11	↑20.0%	↓2.1%	↑155.8%
	S3GHM	-	82	41	-	162	27	-	↓49.7%	↑53.0%
	SC5GMR80H	35	60	-	-	150	-	NEW	↓59.9%	-
	FCY10Y4M+RH10V3MVTW	-	71	23	-	101	15	-	↓29.9%	↑54.7%
	FA12CA2C+RH10X75V2N	-	65	14	-	89	-	-	↓26.9%	NEW
	FCY90M2P	-	66	10	-	187	-	-	↓64.9%	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	-	12	48	-	↓66.4%	↓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	OLED55G6PCA	-	172	-	-	97	-	-	↑77.6%	-
	OLED77C6PCA	-	157	-	-	-	-	-	NEW	-
	65QNED85BCA	24	130	-	-	67	-	NEW	↑93.6%	-
	OLED83C6PCA	-	142	-	-	261	-	-	↓45.4%	-
	OLED55C6PCA	-	95	-	-	79	-	-	↑19.5%	-
	65QNED82BCA	-	68	26	4	90	27	-	↓24.6%	↓4.4%
	75QNED82BCA	20	54	-	-	113	6	NEW	↓52.5%	-
	85QNED82BCA	-	40	8	7	78	8	-	↓48.7%	↓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	49	8	-	24	170	-	↑103.7%	↓95.0%	-
	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	-	14	-	4	27	-	-	↓48.1%	-
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.【7月达成91.1%，需客观看待618退潮】截至7/30，MTD累计 535.5 K USD，达成率 91.1%，落后时间进度 5.7pp，环比上月同期 **-33.3%**。需客观看待：6月含 618 大促全周期（5–6月均受扰动），基线被抬高、需求被提前透支，7月回落部分是促销退潮的正常回归，而非单纯销售失速。最近5日日均 22.3 K（前25日仅 17.0 K）呈月末加速，按节奏月底预计 557.8 K（达成 95.0%）。

2.【渠道分化：JD近达标、LG.COM超额、TM爬坡】渠道分化明显：JD 贡献 73.0%（391.1 K，ach 92.5%，环比 GMV **-43.0%**）是绝对核心且接近达标，但转化全面走弱（CVR 0.29 vs 0.38）；LG.COM 109.1 K、ach **127.2% 已超目标**，靠 ASP 抬升（1,147 vs 929）与 Ref 高转化（CVR 0.51）实现，建议由冲量转向保利润；TM 35.3 K、ach 44.6%，新店爬坡但 CVR 仅 0.07%，加购 51/日、UV 6.3万，转化漏斗待补。

3.【品类全线回落，MNT/A/P跌幅最深靠型号结构】品类全线环比回落，结构差异大：WM ↓25.9%（仍超目标 prog 106.7%）、Ref ↓32.3%、TV ↓28.9%、**MNT ↓58.9%**、A/P ↓59.6%。MNT 与 A/P 跌幅最深，主因型号结构——JD 侧 MNT 环比 GMV **-69.6%**（37.6 K），新款 39GX950B-B（123 K RMB）虽登顶却不足以对冲旧款退坡；TV 头部 OLED55G6PCA/OLED77C6PCA/65QNED85BCA 三款合计约 482 K RMB 集中承接，型号集中度偏高（见下条警示）。

4.【集中度预警（TV）：头部增、中长尾塌】**集中度预警（TV）**：TV 品类 TOP10 型号环比 +27.8 K，但品类总量 -65.7 K、中长尾 -93.5 K，呈头部增、中长尾塌。头部 OLED 三款增长掩盖了长尾型号的集体收缩，单点依赖风险上升。建议补充中长尾型号铺货、套餐组合与搜索词覆盖，降低对少数旗舰的倚赖。

5.【流量效率是主线拖累，缺口来自CVR而非客单价】流量效率是主线拖累：TTL UV 32.2万（环比 -18.4%），GMV -33.2%，GMV 跌幅深于 UV，且 **ASP 实际抬升（674 vs 638）**，说明缺口主因是 CVR 从 0.32 降至 0.25（-0.07pp）——访客变现能力弱化，而非客单价。JD 是重灾区（CVR 0.29 vs 0.38），尤其 JD WM CVR 0.47 vs 0.64，转化修复空间最大。

6.【转化洼地集中在WM高UV型号，是WM回升杠杆】转化洼地集中在 WM 高流量型号：**SC5MSR40**（UV 3,933、CVR 0.0%、仅 1.8万 RMB）、FMY10Y4PF+RH10V3PV8WS（UV 3,861、CVR 0.0%）、FN23BQH（UV 3,610、CVR 0.0%）——流量可观却近乎零转化，疑似详情页/价格/促销断层。建议优先排查这三款的页面与促销配置，是 WM 回升的最高杠杆点。

7.【LG.COM逆势超额，高ASP+高转化组合可复制】LG.COM 逆势超额，结构值得复制：WM **+117.1%**（ASP 989）、Ref +9.2% 且 CVR 0.51，证明高 ASP + 高转化组合有效。专供型号共 13/95 SKU、贡献 SKU GMV 27.9%，是 D2C 差异化资产；建议向 LG.COM 专供页面倾斜促销资源，并监控 JD 侧专供品竞争环境。

8.【行动建议：JD修转化、TV补长尾、LG.COM转利润】行动建议：① JD 端优先修复 WM/MNT 转化率（针对高 UV 低 CVR 型号做页面与价格诊断），是拉回达成率的关键；② TV 补长尾、降集中度；③ LG.COM 由冲量转利润、巩固 Ref 高转化；④ TM 聚焦加购到下单漏斗。整体避免将 7月回落简单归因下滑，应视为 618 退潮后的基线回归叠加转化效率课题。

1.[7월 달성 91.1%, 618 소강 객관 평가 필요] 7/30 기준 MTD 누적 535.5K USD, 달성률 91.1%로 경과율(96.8%) 대비 5.7pp 미달, 전월 동기 대비 -33.3%. 단, 6월은 618 프로모션 전 주기(5~6월 교란)로 기준이 부풀려지고 수요가 선(先)소비된 바, 7월 하락은 프로모션 소강에 따른 정상 회귀로 객관 평가해야 단순 부진이 아님. 최근 5일 일평균 22.3K(전 25일 17.0K)로 월말 가속, 현재 추세 시 7월말 557.8K(달성 95.0%) 전망.

2.[채널 양극화: JD 근달성·LG.COM 초과·TM 램프업] 채널 양극화: JD가 73.0%(391.1K, 달성 92.5%, 전월 대비 GMV -43.0%)로 핵심이나 전환 전반 약화(CVR 0.29 vs 0.38). LG.COM은 109.1K·달성 127.2%로 목표 초과, ASP 상승(1,147 vs 929)과 Ref 고전환(CVR 0.51) 견인, 물량보다 마진 중심 전환 권장. TM은 35.3K·달성 44.6%, 신규 램프업이나 CVR 0.07%로 장바구니 51/일·UV 6.3만, 전환 퍼널 보완 필요.

3.[카테고리 전반 하락, MNT/A/P 낙폭最深는 모델 구조 탓] 카테고리 전반 전월 대비 하락, 구조 차이 큼: WM -25.9%(목표 초과 prog 106.7%), Ref -32.3%, TV -28.9%, MNT -58.9%, A/P -59.6%. MNT·A/P 낙폭最深, 모델 구조 원인. JD MNT GMV -69.6%(37.6K), 신모델 39GX950B-B(123K RMB) 정상이나 구형 퇴조 상쇄 못함. TV 상위 OLED 3종(OLED55G6PCA·OLED77C6PCA·65QNED85BCA) 합계 약 482K RMB로 집중, 집중도 과다(다음 항목 경보 참조).

4.[집중도 함정 경보(TV): 상위 증가·중하위 붕괴] 집중도 함정 경보(TV): TV 카테고리 TOP10 모델 전월 대비 +27.8K이나 카테고리 총액 -65.7K, 중하위 -93.5K로 상위 증가·중하위 붕괴. OLED 3종 성장이 중하위 모델 수축을 은폐, 단일 의존 리스크 상승. 중하위 모델 재고 확충·세트 구성·검색어 커버리지 보완으로 소수 플래그십 의존도 완화 권장.

5.[트래픽 효율이 주요拖累, 격차는 CVR 저하 탓] 트래픽 효율이 주요拖累: TTL UV 32.2만(-18.4%), GMV -33.2%로 UV보다 낙폭 큼. 게다가 ASP는 실제 상승(674 vs 638)하여, 격차는 CVR 0.32→0.25(-0.07pp) 저하, 즉 방문 당 수익화 약화가 원인(객단가 아님). JD가 중심(CVR 0.29 vs 0.38), 특히 JD WM CVR 0.47 vs 0.64로 전환 복구 여지 최대.

6.[전환 부진은 WM 고UV 모델에 집중, WM 회복 레버리지] 전환 부진은 WM 고(高)UV 모델에 집중: SC5MSR40(UV 3,933·CVR 0.0%·18.4K RMB), FMY10Y4PF+RH10V3PV8WS(UV 3,861·CVR 0.0%), FN23BQH(UV 3,610·CVR 0.0%) — 트래픽은 있으나 전환 사실상 제로, 상세페이지/가격/프로모션 단절 의심. 이 3종 페이지·프로모션 점검 우선, WM 회복의 최대 레버리지.

7.[LG.COM 역성장 초과, 고ASP·고전환 조합 복제 가치] LG.COM 역(逆)성장 초과, 구조 복제 가치: WM +117.1%(ASP 989), Ref +9.2%에 CVR 0.51로 고ASP·고전환 조합 효과 입증. 전용(專供) 모델 13/95 SKU·SKU GMV 27.9% 기여가 D2C 차별화 자산. LG.COM 전용 페이지 프로모션 리소스 투입 및 JD 전용품 경쟁 환경 모니터링 권장.

8.[액션: JD 전환 복구·TV 중하위 보완·LG.COM 마진 전환] 액션: ① JD WM/MNT 전환율 복구(고UV·저CVR 모델 페이지·가격 진단)가 달성률 회복 관건, ② TV 중하위 보완·집중도 완화, ③ LG.COM 마진 중심 전환·Ref 고전환 유지, ④ TM 장바구니→주문 퍼널 집중. 전반적으로 7월 하락을 단순 '부진'으로 귀인하지 말고 618 소강 후 기준 회귀 + 전환 효율 과제로 접근.