LGECH D2C Daily Report

업데이트: 2026-08-19

Channel × Product Performance · Period 08/01 - 08/18 · Unit: K USD · Rate: ¥6.78/USD · Net GMV = GMV - Cancel

Today Net GMV당일 Net GMV (2026-08-18 당일)14.6 K USD

MTD Net GMV월 누계 Net GMV (08/01 - 08/18)361.8 K USD

Net GMV Target AchievementGMV 목표 달성률59.3%361.8 / 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.COM97Net GMV K USDProg.

74.6%

Retail JD261Net GMV K USDProg.

60.9%

Retail TM4Net GMV K USDProg.

7.8%

W/M182

前月同期 124 K USD전월 동기

↑47.1%

REF40

前月同期 54 K USD전월 동기

↓26.7%

LTV97

前月同期 86 K USD전월 동기

↑12.9%

MNT42

前月同期 37 K USD전월 동기

↑14.1%

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)

8/18 Daily · Aug MTD · vs Jul. Same Period · Net GMV Unit: K USD · ASP Unit: USD/EA 8/18 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	8/18 Daily8/18 당일						Aug MTD Aug 1 - Aug 188월 1일~8월 18일 누계						vs Jul. Same Period Jul. 1 - Jul. 187월 1일~7월 18일 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	4,512	209	18	7.2	403	0.40%	84,772	2,524	324	182.5	563	0.38%	↓3.3%	↓29.2%	↑11.7%	↑47.1%	↑31.7%	↑0.05pp	237.1	77.0%
D2C	REF	1,059	49	1	0.7	737	0.09%	26,905	687	35	39.5	1,127	0.13%	↓2.5%	↓32.0%	↓35.2%	↓26.7%	↑13.1%	↓0.07pp	72.1	54.7%
D2C	LTV	3,862	134	4	3.1	763	0.10%	75,621	1,633	79	97.3	1,232	0.10%	↑35.9%	↓12.9%	↓10.2%	↑12.9%	↑25.8%	↓0.05pp	237.7	40.9%
D2C	MNT	3,480	81	14	3.6	258	0.40%	27,337	643	80	41.9	524	0.29%	↑65.1%	↓7.2%	↑77.8%	↑14.1%	↓35.8%	↑0.02pp	58.2	72.0%
D2C	PC	25	0	0	0	0	0.00%	999	7	0	0	0	0.00%	↑48.2%	↓50.0%	↓100.0%	↓99.5%	↓100.0%	↓0.15pp	4.4	0.2%
D2C	A/P	14	1	0	0	0	0.00%	1,818	30	2	0.5	251	0.11%	↓29.9%	↑150.0%	↑100.0%	↑100.0%	0%	↑0.07pp	0.6	88.7%
D2C	TTL	12,952	474	37	14.6	396	0.29%	217,452	5,524	520	361.8	696	0.24%	↑14.0%	↓22.9%	↑8.6%	↑19.3%	↑9.9%	↓0.01pp	610.1	59.3%
LG.COM	W/M	119	1	0	0	0	0.00%	10,676	80	74	59.4	802	0.69%	↓3.5%	↑37.9%	↑469.2%	↑335.9%	↓23.4%	↑0.58pp	58.4	101.6%
LG.COM	REF	47	0	0	0	0	0.00%	3,058	5	15	20.3	1,353	0.49%	↓26.6%	↓76.2%	↓25.0%	↓21.5%	↑4.7%	↑0.01pp	19.6	103.5%
LG.COM	LTV	70	3	0	0	0	0.00%	5,571	26	9	11.8	1,312	0.16%	↑59.3%	↑36.8%	↑28.6%	↑105.5%	↑59.9%	↓0.04pp	41.9	28.2%
LG.COM	MNT	1,969	2	1	0.4	420	0.05%	8,862	34	11	5.4	487	0.12%	↑186.2%	↓63.8%	↓26.7%	↓63.7%	↓50.4%	↓0.36pp	9.8	54.7%
LG.COM	PC	18	0	0	0	0	0.00%	886	9	0	0	0	0.00%	↑81.2%	↑50.0%	↓100.0%	↓100.0%	↓100.0%	↓0.20pp	-	-
LG.COM	A/P	5	0	0	0	0	0.00%	601	0	0	0	0	0.00%	↓75.2%	↓100.0%	-	-	-	0.00pp	-	-
LG.COM	TTL	2,228	6	1	0.4	420	0.04%	29,654	154	109	96.8	888	0.37%	↑19.9%	↓23.0%	↑94.6%	↑56.0%	↓19.8%	↑0.14pp	129.7	74.6%
JD	W/M	3,479	182	17	6.8	399	0.49%	52,511	1,945	241	120.3	499	0.46%	↓8.1%	↓34.7%	↓7.7%	↑23.4%	↑33.6%	0.00pp	146.3	82.2%
JD	REF	1,000	48	1	0.7	737	0.10%	16,412	513	20	20.3	1,013	0.12%	↓11.7%	↓38.9%	↓41.2%	↓27.5%	↑23.2%	↓0.06pp	48.1	42.1%
JD	LTV	3,195	119	4	3.1	763	0.13%	58,354	1,408	67	84.4	1,260	0.11%	↑34.7%	↓13.8%	↓11.8%	↑9.0%	↑23.7%	↓0.06pp	182.6	46.3%
JD	MNT	1,234	76	13	3.2	246	1.05%	16,928	578	68	35.4	521	0.40%	↑25.8%	↓3.5%	↑126.7%	↑60.8%	↓29.0%	↑0.18pp	46.3	76.4%
JD	PC	7	0	0	0	0	0.00%	113	-2	0	0	0	0.00%	↓38.9%	↓125.0%	-	-	-	0.00pp	4.4	0.2%
JD	A/P	4	1	0	0	0	0.00%	1,111	20	2	0.5	251	0.18%	↑788.8%	↑122.2%	↑100.0%	↑100.0%	0%	↓0.62pp	0.6	88.7%
JD	TTL	8,919	426	35	13.8	393	0.39%	145,429	4,462	398	260.9	655	0.27%	↑9.5%	↓26.5%	↓1.0%	↑15.9%	↑17.0%	↓0.03pp	428.3	60.9%
TM	W/M	914	26	1	0.5	472	0.11%	21,585	499	9	2.9	325	0.04%	↑10.9%	↓5.7%	↓43.8%	↓77.5%	↓60.0%	↓0.04pp	32.4	9.0%
TM	REF	12	1	0	0	0	0.00%	7,435	169	0	-1.1	0	0.00%	↑53.6%	↑13.4%	-	-	-	0.00pp	4.4	-25.1%
TM	LTV	597	12	0	0	0	0.00%	11,696	199	3	1.1	357	0.03%	↑32.9%	↓10.0%	↓40.0%	↓64.2%	↓40.4%	↓0.03pp	13.2	8.1%
TM	MNT	277	3	0	0	0	0.00%	1,547	31	1	1.2	1,175	0.06%	↑154600.0%	-	-	-	-	↑0.06pp	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	5	0	0	0	0	0.00%	106	10	0	0	0	0.00%	↑135.6%	↑900.0%	-	-	-	0.00pp	-	-
TM	TTL	1,805	42	1	0.5	472	0.06%	42,369	908	13	4.1	313	0.03%	↑27.8%	↑0.9%	↓38.1%	↓74.6%	↓58.9%	↓0.03pp	52.1	7.8%

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 18 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 18일 Net GMV입니다.

全产品 SKU 实绩详细전 제품 SKU 실적 상세

Unit: RMB / 단위: RMB(8/18 Daily · 08/01-08/18 MTD · vs 07/01-07/18 · Showing 81 models with sales) (8/18 당일 · 08/01-08/18 누계 · 대비 07/01-07/18 · 판매 발생 81개 모델)

Product	Model	专供 전용	8/18 Daily8/18 당일						Aug MTD Aug 1 - Aug 188월 1일~8월 18일 누계						Jul. MTD Jul. 1 - Jul. 187월 1일~7월 18일 누계						vs Jul. Same Period Jul. 1 - Jul. 187월 1일~7월 18일 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	575	29	6	13,196	2,199	1.0%	8,115	284	82	155,754	1,899	1.0%	6,316	348	69	130,394	1,890	1.1%	↑28.5%	↓18.4%	↑18.8%	↑19.4%	↑0.5%	↓0.1pp
WM	SC5GMR80H	-	113	9	0	-	0	0%	3,750	158	6	118,771	19,795	0.2%	3,111	188	3	57,382	19,127	0.1%	↑20.5%	↓16.0%	↑100.0%	↑107.0%	↑3.5%	↑0.1pp
WM	FCY10Y4M	O	552	18	0	-	0	0%	12,866	272	62	109,714	1,770	0.5%	6,788	290	55	88,348	1,606	0.8%	↑89.5%	↓6.2%	↑12.7%	↑24.2%	↑10.2%	↓0.3pp
WM	FCY10Y4M+RH10V3MVTW	O	350	11	1	6,499	6,499	0.3%	7,217	139	11	51,071	4,643	0.2%	12,802	301	6	35,841	5,974	0.0%	↓43.6%	↓53.8%	↑83.3%	↑42.5%	↓22.3%	↑0.2pp
WM	SC5MBR80H	O	178	6	0	-	0	0%	4,442	157	2	38,113	19,056	0.0%	7,915	252	3	54,812	18,271	0.0%	↓43.9%	↓37.7%	↓33.3%	↓30.5%	↑4.3%	0.0pp
WM	FCV13G4W+RH10V9AV4W	-	192	19	0	-	0	0%	3,442	140	5	35,537	7,107	0.1%	2,818	138	0	-	0	0%	↑22.1%	↑1.4%	-	-	-	↑0.1pp
WM	SC5MSR40	-	34	5	0	-	0	0%	1,470	65	2	32,598	16,299	0.1%	2,512	123	1	18,399	18,399	0.0%	↓41.5%	↓47.2%	↑100.0%	↑77.2%	↓11.4%	↑0.1pp
WM	FMY10Y4PF	O	35	1	0	-	0	0%	715	47	12	24,639	2,053	1.7%	1,242	53	9	14,319	1,591	0.7%	↓42.4%	↓11.3%	↑33.3%	↑72.1%	↑29.1%	↑1.0pp
WM	FN23BQH	-	85	5	0	-	0	0%	1,392	33	2	23,998	11,999	0.1%	2,659	96	1	1,434	1,434	0.0%	↓47.6%	↓65.6%	↑100.0%	↑1573.5%	↑736.8%	↑0.1pp
WM	FCY90M2P	-	288	13	1	2,521	2,521	0.3%	3,204	115	14	22,825	1,630	0.4%	2,205	196	26	48,623	1,870	1.2%	↑45.3%	↓41.3%	↓46.2%	↓53.1%	↓12.8%	↓0.8pp
WM	FCY90N2W	-	352	21	8	16,297	2,037	2.3%	885	14	14	22,533	1,610	1.6%	7,322	333	64	100,735	1,574	0.9%	↓87.9%	↓95.8%	↓78.1%	↓77.6%	↑2.3%	↑0.7pp
WM	DH12X4SC2	-	18	1	0	-	0	0%	577	8	3	22,451	7,484	0.5%	95	4	0	-	0	0%	↑507.4%	↑100.0%	-	-	-	↑0.5pp
WM	S3GHM	O	289	13	0	-	0	0%	9,441	338	2	19,998	9,999	0.0%	7,104	226	6	54,796	9,133	0.1%	↑32.9%	↑49.6%	↓66.7%	↓63.5%	↑9.5%	↓0.1pp
WM	FCW12Y4WA	-	154	5	0	-	0	0%	1,781	37	4	19,089	4,772	0.2%	1,390	50	5	10,755	2,151	0.4%	↑28.1%	↓26.0%	↓20.0%	↑77.5%	↑121.9%	↓0.2pp
WM	FCW12D4WA	-	60	5	0	-	0	0%	959	28	5	16,750	3,350	0.5%	815	51	9	38,283	4,254	1.1%	↑17.7%	↓45.1%	↓44.4%	↓56.2%	↓21.2%	↓0.6pp
WM	FA12CA2C+RH10X75V2N	-	203	8	0	-	0	0%	3,805	131	1	12,999	12,999	0.0%	4,263	180	2	26,673	13,336	0.0%	↓10.7%	↓27.2%	↓50.0%	↓51.3%	↓2.5%	0.0pp
WM	RH10V9AV4W	-	8	0	1	5,524	5,524	12.5%	570	12	2	11,666	5,833	0.4%	97	11	0	-	0	0%	↑487.6%	↑9.1%	-	-	-	↑0.4pp
WM	FMW10Y4WA	-	57	3	0	-	0	0%	1,305	42	4	11,158	2,790	0.3%	1,130	71	3	492	164	0.3%	↑15.5%	↓40.8%	↑33.3%	↑2167.9%	↑1600.9%	0.0pp
WM	FN23WQH	-	65	3	0	-	0	0%	982	17	1	10,999	10,999	0.1%	910	47	1	9,899	9,899	0.1%	↑7.9%	↓63.8%	0%	↑11.1%	↑11.1%	0.0pp
WM	FW12X4WC2+DH12X4WC2	-	40	1	0	-	0	0%	515	22	1	10,719	10,719	0.2%	356	21	0	-	0	0%	↑44.7%	↑4.8%	-	-	-	↑0.2pp
WM	FH12X9BCA	-	33	3	0	-	0	0%	592	14	2	10,549	5,274	0.3%	356	15	0	-	0	0%	↑66.3%	↓6.7%	-	-	-	↑0.3pp
WM	FH12X9WCA	-	83	3	0	-	0	0%	1,365	40	1	9,999	9,999	0.1%	523	28	3	20,748	6,916	0.6%	↑161.0%	↑42.9%	↓66.7%	↓51.8%	↑44.6%	↓0.5pp
WM	S3IF	-	34	2	0	-	0	0%	950	45	1	9,307	9,307	0.1%	1,024	47	4	37,181	9,295	0.4%	↓7.2%	↓4.3%	↓75.0%	↓75.0%	↑0.1%	↓0.3pp
WM	FW12X4SC2	-	17	1	0	-	0	0%	530	6	2	8,530	4,265	0.4%	246	6	0	-	0	0%	↑115.4%	0%	-	-	-	↑0.4pp
WM	DH12X4WC2	-	26	3	0	-	0	0%	692	17	1	6,943	6,943	0.1%	192	9	1	6,969	6,969	0.5%	↑260.4%	↑88.9%	0%	↓0.4%	↓0.4%	↓0.4pp
WM	RH10V3MVTW	-	23	1	1	5,098	5,098	4.3%	692	8	1	5,098	5,098	0.1%	668	11	0	-	0	0%	↑3.6%	↓27.3%	-	-	-	↑0.1pp
WM	RH10V9PV2WR	-	23	0	0	-	0	0%	874	18	1	4,844	4,844	0.1%	332	21	4	22,109	5,527	1.2%	↑163.3%	↓14.3%	↓75.0%	↓78.1%	↓12.4%	↓1.1pp
WM	FW12X4WC2	-	17	0	0	-	0	0%	643	9	1	4,737	4,737	0.2%	710	12	3	10,309	3,436	0.4%	↓9.4%	↓25.0%	↓66.7%	↓54.0%	↑37.9%	↓0.2pp
WM	FY10EK2E	-	16	0	0	-	0	0%	311	8	1	4,172	4,172	0.3%	275	15	0	-	0	0%	↑13.1%	↓46.7%	-	-	-	↑0.3pp
WM	FCW12Y4PA	-	18	2	0	-	0	0%	250	12	2	4,047	2,024	0.8%	336	19	3	7,533	2,511	0.9%	↓25.6%	↓36.8%	↓33.3%	↓46.3%	↓19.4%	↓0.1pp
WM	FCV13G4W	-	74	3	0	-	0	0%	1,627	34	1	3,674	3,674	0.1%	476	36	1	4,164	4,164	0.2%	↑241.8%	↓5.6%	0%	↓11.8%	↓11.8%	↓0.1pp
WM	FA12CA2C	-	26	1	0	-	0	0%	416	11	4	3,657	914	1.0%	765	32	3	17,677	5,892	0.4%	↓45.6%	↓65.6%	↑33.3%	↓79.3%	↓84.5%	↑0.6pp
WM	FMY10Y4PF+RH10V3PV8WS	-	177	3	0	-	0	0%	2,034	60	0	201	0	0%	2,986	127	1	6,599	6,599	0.0%	↓31.9%	↓52.8%	↓100.0%	↓97.0%	↓100.0%	0.0pp
Ref	F664MEH95D	-	33	1	0	-	0	0%	938	29	7	98,303	14,043	0.7%	540	32	4	50,384	12,596	0.7%	↑73.7%	↓9.4%	↑75.0%	↑95.1%	↑11.5%	0.0pp
Ref	F544MMB95D	-	191	8	0	-	0	0%	5,456	122	5	47,970	9,594	0.1%	3,813	64	6	60,889	10,148	0.2%	↑43.1%	↑90.6%	↓16.7%	↓21.2%	↓5.5%	↓0.1pp
Ref	S653MWW87D	-	53	5	0	-	0	0%	1,616	42	3	29,979	9,993	0.2%	3,259	124	3	29,494	9,831	0.1%	↓50.4%	↓66.1%	0%	↑1.6%	↑1.6%	↑0.1pp
Ref	F544MEH62D	-	188	8	0	-	0	0%	9,498	241	6	28,057	4,676	0.1%	7,174	245	8	49,157	6,145	0.1%	↑32.4%	↓1.6%	↓25.0%	↓42.9%	↓23.9%	0.0pp
Ref	F544MEP62D	-	57	7	0	-	0	0%	1,215	48	4	26,178	6,544	0.3%	1,913	74	4	27,632	6,908	0.2%	↓36.5%	↓35.1%	0%	↓5.3%	↓5.3%	↑0.1pp
Ref	F664MPY88D	-	45	2	0	-	0	0%	1,094	25	1	17,011	17,011	0.1%	1,080	63	1	13,793	13,793	0.1%	↑1.3%	↓60.3%	0%	↑23.3%	↑23.3%	0.0pp
Ref	S674MEG11D	-	161	7	1	4,998	4,998	0.6%	1,815	58	5	14,832	2,966	0.3%	3,358	153	8	30,816	3,852	0.2%	↓45.9%	↓62.1%	↓37.5%	↓51.9%	↓23.0%	↑0.1pp
Ref	S674MPY11D	-	122	6	0	-	0	0%	1,349	38	4	5,178	1,294	0.3%	2,046	102	13	46,366	3,567	0.6%	↓34.1%	↓62.7%	↓69.2%	↓88.8%	↓63.7%	↓0.3pp
TV	OLED77C6PCA	-	366	9	0	-	0	0%	5,903	127	5	77,950	15,590	0.1%	1,454	52	6	98,805	16,468	0.4%	↑306.0%	↑144.2%	↓16.7%	↓21.1%	↓5.3%	↓0.3pp
TV	OLED77G6PCA	-	67	2	0	-	0	0%	1,093	32	2	71,498	35,749	0.2%	1,347	65	-1	-36,499	0	-0.1%	↓18.9%	↓50.8%	↓300.0%	↓295.9%	-	↑0.3pp
TV	75QNED85BCA	-	105	4	1	7,407	7,407	1.0%	2,849	53	9	64,876	7,208	0.3%	2,129	79	0	34	0	0%	↑33.8%	↓32.9%	-	↑190711.8%	-	↑0.3pp
TV	75QNED82BCA	O	188	6	1	5,969	5,969	0.5%	4,123	108	11	59,640	5,422	0.3%	4,024	129	8	39,946	4,993	0.2%	↑2.5%	↓16.3%	↑37.5%	↑49.3%	↑8.6%	↑0.1pp
TV	OLED55G6PCA	-	270	5	0	-	0	0%	6,095	129	6	53,980	8,997	0.1%	2,279	66	9	96,971	10,775	0.4%	↑167.4%	↑95.5%	↓33.3%	↓44.3%	↓16.5%	↓0.3pp
TV	OLED48C6PCA	-	307	14	0	-	0	0%	5,455	118	7	39,819	5,688	0.1%	2,915	79	3	19,892	6,631	0.1%	↑87.1%	↑49.4%	↑133.3%	↑100.2%	↓14.2%	0.0pp
TV	OLED65B6PCA	-	131	7	0	-	0	0%	2,712	57	5	39,491	7,898	0.2%	375	12	4	43,476	10,869	1.1%	↑623.2%	↑375.0%	↑25.0%	↓9.2%	↓27.3%	↓0.9pp
TV	100QNED85BC	-	11	3	-1	-21,999	0	-9.1%	229	11	2	38,948	19,474	0.9%	225	4	0	-	0	0%	↑1.8%	↑175.0%	-	-	-	↑0.9pp
TV	65QNED82BCA	O	721	21	1	4,499	4,499	0.1%	13,210	235	13	35,968	2,767	0.1%	11,524	291	16	61,761	3,860	0.1%	↑14.6%	↓19.2%	↓18.8%	↓41.8%	↓28.3%	0.0pp
TV	OLED77B6PCA	-	142	3	0	-	0	0%	1,983	33	2	28,998	14,499	0.1%	445	13	1	15,999	15,999	0.2%	↑345.6%	↑153.8%	↑100.0%	↑81.2%	↓9.4%	↓0.1pp
TV	OLED83C6PCA	-	81	4	0	-	0	0%	1,542	40	1	28,499	28,499	0.1%	1,491	57	2	56,998	28,499	0.1%	↑3.4%	↓29.8%	↓50.0%	↓50.0%	0%	0.0pp
TV	86QNED85BCA	-	54	3	0	-	0	0%	1,567	36	4	28,282	7,070	0.3%	1,455	72	2	17,242	8,621	0.1%	↑7.7%	↓50.0%	↑100.0%	↑64.0%	↓18.0%	↑0.2pp
TV	OLED65G6PCA	-	100	3	1	18,169	18,169	1.0%	2,162	57	1	18,169	18,169	0.0%	1,379	55	1	-265	-265	0.1%	↑56.8%	↑3.6%	0%	↓6956.2%	↓6956.2%	↓0.1pp
TV	OLED48B6PCA	-	109	3	2	11,998	5,999	1.8%	1,593	33	3	17,997	5,999	0.2%	754	10	0	-	0	0%	↑111.3%	↑230.0%	-	-	-	↑0.2pp
TV	75MRGB86BCA	-	51	1	0	-	0	0%	1,334	24	2	17,005	8,502	0.1%	659	25	1	8,506	8,506	0.2%	↑102.4%	↓4.0%	↑100.0%	↑99.9%	0%	↓0.1pp
TV	85QNED82BCA	O	183	7	0	-	0	0%	4,753	91	2	16,016	8,008	0.0%	4,552	147	2	15,998	7,999	0.0%	↑4.4%	↓38.1%	0%	↑0.1%	↑0.1%	0.0pp
TV	OLED65C6PCA	-	136	5	0	-	0	0%	2,668	50	1	13,499	13,499	0.0%	2,865	70	1	13,999	13,999	0.0%	↓6.9%	↓28.6%	0%	↓3.6%	↓3.6%	0.0pp
TV	OLED42C6PCA	-	112	5	0	-	0	0%	1,856	49	2	12,198	6,099	0.1%	2,698	105	1	6,123	6,123	0.0%	↓31.2%	↓53.3%	↑100.0%	↑99.2%	↓0.4%	↑0.1pp
TV	65MRGB86BCA	-	145	6	0	-	0	0%	2,947	63	1	5,604	5,604	0.0%	1,319	21	2	12,752	6,376	0.2%	↑123.4%	↑200.0%	↓50.0%	↓56.1%	↓12.1%	↓0.2pp
TV	OLED55B5XCA	-	0	0	0	-	0	0%	83	6	2	4,557	2,278	2.4%	10	0	0	-	0	0%	↑730.0%	-	-	-	-	↑2.4pp
MNT	27UP850K-W	-	223	17	7	13,293	1,899	3.1%	1,887	122	28	54,572	1,949	1.5%	208	13	0	-	0	0%	↑807.2%	↑838.5%	-	-	-	↑1.5pp
MNT	52G930B-B	-	30	2	0	-	0	0%	818	22	3	43,572	14,524	0.4%	834	41	-1	-14,999	0	-0.1%	↓1.9%	↓46.3%	↓400.0%	↓390.5%	-	↑0.5pp
MNT	32GX870B-B	-	514	8	0	-210	0	0%	3,245	60	5	40,555	8,111	0.2%	1,511	58	2	16,573	8,286	0.1%	↑114.8%	↑3.4%	↑150.0%	↑144.7%	↓2.1%	↑0.1pp
MNT	39GX950B-B	-	55	6	0	-	0	0%	1,206	37	3	37,997	12,666	0.2%	1,323	70	10	122,990	12,299	0.8%	↓8.8%	↓47.1%	↓70.0%	↓69.1%	↑3.0%	↓0.6pp
MNT	27G850A-B	-	95	14	5	15,205	3,041	5.3%	1,249	60	11	34,389	3,126	0.9%	660	28	0	475	0	0%	↑89.2%	↑114.3%	-	↑7139.8%	-	↑0.9pp
MNT	25G590B-B	-	781	7	-1	-7,999	0	-0.1%	4,525	66	4	31,966	7,992	0.1%	10	0	0	-	0	0%	↑45150.0%	-	-	-	-	↑0.1pp
MNT	27G64NA-B	-	47	5	3	4,197	1,399	6.4%	1,756	76	14	19,586	1,399	0.8%	901	39	0	-	0	0%	↑94.9%	↑94.9%	-	-	-	↑0.8pp
MNT	32GX850A-B	O	302	1	0	-	0	0%	1,687	37	4	19,366	4,842	0.2%	3,951	175	6	29,994	4,999	0.2%	↓57.3%	↓78.9%	↓33.3%	↓35.4%	↓3.2%	0.0pp
MNT	PU615U	O	14	1	0	-	0	0%	271	5	1	6,789	6,789	0.4%	310	5	2	13,998	6,999	0.6%	↓12.6%	0%	↓50.0%	↓51.5%	↓3.0%	↓0.2pp
MNT	27GX700A-B	-	311	1	0	-	0	0%	1,036	25	1	3,299	3,299	0.1%	570	20	4	14,521	3,630	0.7%	↑81.8%	↑25.0%	↓75.0%	↓77.3%	↓9.1%	↓0.6pp
MNT	32UQ850V-W	-	9	1	0	-	0	0%	315	6	1	3,099	3,099	0.3%	132	7	1	3,134	3,134	0.8%	↑138.6%	↓14.3%	0%	↓1.1%	↓1.1%	↓0.5pp
MNT	32GS94U-B	-	33	3	0	-	0	0%	499	8	1	3,039	3,039	0.2%	60	4	0	-	0	0%	↑731.7%	↑100.0%	-	-	-	↑0.2pp
MNT	27G810A-B	-	37	1	0	-	0	0%	616	4	1	2,299	2,299	0.2%	343	21	0	-	0	0%	↑79.6%	↓81.0%	-	-	-	↑0.2pp
MNT	27GX704A-B	-	8	1	0	-	0	0%	292	4	1	2,184	2,184	0.3%	95	6	3	7,122	2,374	3.2%	↑207.4%	↓33.3%	↓66.7%	↓69.3%	↓8.0%	↓2.9pp
MNT	32G620B-B	-	7	0	0	-	0	0%	290	-1	1	1,804	1,804	0.3%	65	2	0	-	0	0%	↑346.2%	↓150.0%	-	-	-	↑0.3pp
MNT	34U601B-B	-	0	0	0	-	0	0%	31	3	1	1,699	1,699	3.2%	123	2	1	1,599	1,599	0.8%	↓74.8%	↑50.0%	0%	↑6.3%	↑6.3%	↑2.4pp
MNT	24G411B-B	-	16	1	0	-	0	0%	560	7	2	1,265	632	0.4%	964	39	6	3,861	644	0.6%	↓41.9%	↓82.1%	↓66.7%	↓67.2%	↓1.7%	↓0.2pp
PC	16Z90U-K.ALB7C	-	9	0	0	-	0	0%	313	0	1	14,999	14,999	0.3%	178	0	0	-	0	0%	↑75.8%	-	-	-	-	↑0.3pp
A/P	AS60GHWZ0	O	14	1	0	-	0	0%	1,818	30	2	3,398	1,699	0.1%	2,595	12	1	1,699	1,699	0.0%	↓29.9%	↑150.0%	↑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 (08/01-08/18) vs 前月同期 (07/01-07/18) · Unit: K RMB / 단위: K RMB

Product	Model	Aug MTD Aug 1 - Aug 188월 1일~8월 18일 누계			Jul. MTD Jul. 1 - Jul. 187월 1일~7월 18일 누계			vs Jul. Same Period Jul. 1 - Jul. 187월 1일~7월 18일 대비
Product	Model	LG.COM	JD	TM	LG.COM	JD	TM	LG.COM	JD	TM
W/M	S3CW	390	-	-	-	-	-	NEW	-	-
	FCY10R4M	2	144	9	2	122	6	↓12.5%	↑18.5%	↑50.0%
	SC5GMR80H	-	119	-	17	40	-	-	↑197.0%	-
	FCY10Y4M	-	101	8	-	76	12	-	↑33.3%	↓32.3%
	FCY10Y4M+RH10V3MVTW	-	51	-	-	13	23	-	↑296.1%	-
	SC5MBR80H	-	38	-	17	38	-	-	↑0.3%	-
	FCV13G4W+RH10V9AV4W	-	36	-	-	-	-	-	NEW	-
	SC5MSR40	-	33	-	-	-	18	-	NEW	-
	FMY10Y4PF	-	22	2	-	14	-	-	↑55.2%	NEW
	FN23BQH	-	24	-	-	1	-	-	↑1614.3%	-
REF	F664MEH95D	50	48	-	50	-	-	0.0%	NEW	-
	F544MMB95D	48	-	-	48	13	-	0.0%	-	-
	S653MWW87D	-	30	-	-	30	-	-	↑1.7%	-
	F544MEH62D	13	22	-	20	30	-	↓33.2%	↓23.7%	-
	F544MEP62D	26	-	-	20	8	-	↑33.7%	-	-
	F664MPY88D	-	17	-	14	-	-	-	NEW	-
	S674MEG11D	-	15	-	-	31	-	-	↓51.9%	-
	S674MPY11D	-	5	-	4	42	-	-	↓87.7%	-
	F544MEH85D	-	-	-	-	27	-	-	-	-
	F554GBBV3B	-	-	-	-	-	-	-	-	-
LTV	OLED77C6PCA	-	78	-	-	99	-	-	↓21.1%	-
	OLED77G6PCA	-	72	-	-	-	-	-	NEW	-
	75QNED85BCA	13	52	-	-	-	-	NEW	NEW	-
	75QNED82BCA	5	48	6	10	30	-	↓49.5%	↑61.6%	NEW
	OLED55G6PCA	-	54	-	-	97	-	-	↓44.3%	-
	OLED48C6PCA	-	40	-	-	20	-	-	↑100.0%	-
	OLED65B6PCA	-	40	-	-	44	-	-	↓9.2%	-
	100QNED85BC	39	-	-	-	-	-	NEW	-	-
	65QNED82BCA	4	31	1	-	50	12	NEW	↓36.6%	↓93.4%
	OLED77B6PCA	-	29	-	-	16	-	-	↑81.2%	-
MNT	27UP850K-W	8	47	-	-	-	-	NEW	NEW	-
	52G930B-B	14	29	-	-	-	-	NEW	NEW	-
	32GX870B-B	8	33	-	25	-	-	↓68.9%	NEW	-
	39GX950B-B	12	26	-	45	78	-	↓72.7%	↓67.2%	-
	27G850A-B	3	32	-	0	-	-	↑460.0%	NEW	-
	25G590B-B	-	24	8	-	-	-	-	NEW	NEW
	27G64NA-B	-	20	-	-	-	-	-	NEW	-
	32GX850A-B	-	19	-	-	30	-	-	↓35.3%	-
	PU615U	-	7	-	-	14	-	-	↓51.4%	-
	27GX700A-B	-	3	-	7	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.【8月整体达成略优于时间轴，环比上月同期增长19.3%】截至8/18，8月累计 GMV 361.8K USD，月度目标达成率 59.3%，对比时间进度 58.1% 领先 1.2pp，整体节奏略优于时间轴。环比上月同期 303.2K USD 增长 +19.3%，增长动能主要来自 WM 与 LG.COM 渠道放量。今日单日 GMV 14.6K USD，月目标剩余 248.2K USD、余 13 天，按当前日均约 20.1K USD 推算月末有望接近 610K USD 目标。建议关注 LG.COM WM 的单点依赖与 TM 转化短板，避免后期达成承压。

2.【渠道高度集中于 JD，TM 流量大但转化几乎为零】渠道结构高度集中于 JD，贡献 72.1% GMV（260.9K USD），达成率 60.9%，仍是绝对核心。LG.COM 达成率 74.6%（96.8K USD）领先全渠道，但主要由 WM 拉动；TM 仅 4.1K USD、达成率 7.8%，UV 虽有 42,369 但 CVR 仅 0.03%，流量未有效转化为订单。建议对 JD 维持稳健投入，对 LG.COM 在 WM 之外补齐 TV/MNT 产品线，对 TM 重点优化详情页与搜索排名以提升加购到下单的转化效率。

3.【WM 为最强增长引擎，LG.COM WM 已超目标建议转利润经营】WM 是本月最强增长引擎，MTD 182.5K USD，环比上月同期 124.1K USD 增长 +47.1%，进度达 77.0%。其中 LG.COM WM 表现尤为突出，MTD 59.4K USD、环比 +335.9%，进度已超目标达 101.6%，建议由冲量转向利润经营。但需警惕增长集中于 S3CW 单一型号（详见单日集中条），应丰富 WM 型号矩阵、均衡各平台 WM 供给，降低单点依赖带来的断货或促销结束后的回落风险。

4.【Ref 环比回落，TV 进度明显落后，高客单价转化受阻】Ref 品类环比回落 -26.7%（39.5K USD），进度 54.7%，落后时间轴，且 LG.COM Ref 亦下滑 21.5%，D2C Ref CVR 仅 0.13%，高 ASP（1127.3 USD）转化受阻，建议排查 listing 与价格竞争力。TV 与 MNT 虽环比正增长（+12.9% / +14.1%），但进度分别仅 40.9% 与 72.0%，TV 明显落后；TV ASP 1231.7 USD 但 CVR 仅 0.10%，大件高客单价转化漏斗是月度达成的关键变量。

5.【PC 品类全平台停摆，资源应转向 WM/TV 主力】PC 品类本月基本停摆，MTD 0.0K USD，环比上月同期 2.1K USD 骤降 -99.5%，D2C、LG.COM、JD、TM 全平台均无成交（JD PC cart 出现 -2 异常值，疑似退货冲减），需立即排查上架状态与库存。A/P 体量极小但增长 +100.0%（0.5K USD，进度 88.7%），属利基补充。建议将资源从 PC 转向 WM/TV 主力品类，PC 仅在确认供应链恢复后再重启推广。

6.【整体流量转化健康，但 TM 与低 CVR 型号引流未转化】整体流量效率尚可：总 UV 217,452，环比上月同期 +14.0%，GMV 环比 +19.3%，GMV 增速领先流量，转化基本健康；整体 CVR 0.24%，较上月同期 0.25% 微降 0.01pp。但结构分化明显：TM UV 环比 +27.8% 却 GMV 环比 -74.6%，CVR 低至 0.03%，典型引流未转化；Ref 在 TM 甚至出现 -1.1K USD（退货净负）。建议对 TM 与低 CVR 型号（如 SC5MBR80H 等）做详情页与促销组合优化，把流量真正沉淀为成交。

7.【单日单型号集中预警：LG.COM S3CW 占当日97.6%】单日单型号高度集中预警：2026-08-10 LG.COM 平台 WM 型号 S3CW 单日售出 71 台、GMV 57,596 USD，占当日 LG.COM GMV 的 97.6%，几乎由单一型号驱动全天销售。这种单点依赖意味着一旦 S3CW 断货或该日促销结束，LG.COM 当日业绩将大幅回落。建议：①保障 S3CW 库存并平滑促销节奏，避免单日透支；②在 LG.COM 扩充 WM 其他型号（如 FCY10R4M、SC5GMR80H）曝光，分散单型号风险。

1.[8월 전체 달성률이 경과율을 소폭 상회, 전월 동기 대비 19.3% 성장] 8/18 기준 8월 누적 GMV 361.8K USD, 월目标 달성률 59.3%, 경과율 58.1% 대비 1.2pp 우위로 전체 페이스가 시간축을 소폭 상회함. 전월 동기 303.2K USD 대비 +19.3% 성장, 성장 동력은 WM과 LG.COM 채널의 물량 확대에서 기인. 당일 GMV 14.6K USD, 잔여 목표 248.2K USD에 13일 남았으며 현재 일평균 약 20.1K USD 기준 월말 610K USD 목표 도달 가능 전망. 다만 LG.COM WM의 단일 모델 의존도와 TM 전환 부진을 관리하지 않으면 후반 달성에 부담이 될 수 있어 주의 필요.

2.[채널은 JD에 고도 집중, TM은 트래픽은 크나 전환 거의 제로] 채널 구조는 JD에 고도 집중, GMV의 72.1%(260.9K USD) 기여하며 달성률 60.9%로 절대 핵심 채널. LG.COM은 달성률 74.6%(96.8K USD)로 전 채널 선두이나 주로 WM에 의해 견인됨. TM은 4.1K USD에 달성률 7.8%로 부진, UV 42,369에도 CVR은 0.03%에 불과해 트래픽이 주문으로 전환되지 않음. JD는 안정적 투입 유지, LG.COM은 WM 외 TV/MNT 라인업 보강, TM은 상세페이지 및 검색 순위 최적화로 장바구니→주문 전환 제고를 우선 권장.

3.[WM이 최강 성장 동력, LG.COM WM은 목표 초과로 수익 경영 전환 권장] WM은 금월 최강 성장 동력, MTD 182.5K USD로 전월 동기 124.1K USD 대비 +47.1% 증가, 진도율 77.0%. 특히 LG.COM WM이 두드러져 MTD 59.4K USD, 전월 대비 +335.9%, 진도율은 목표를 넘은 101.6%에 도달했으며 볼륨 확보에서 수익 경영으로 전환 권장. 단 성장이 S3CW 단일 모델에 집중된 점을 경계(단일 모델 집중 항목 참조), WM 모델 포트폴리오 다각화 및 플랫폼별 WM 공급 균형화로 품절·프로모션 종료에 따른 급락 리스크를 완화해야 함.

4.[Ref 전월 대비 하락, TV 진도율 크게 뒤처지며 고단가 전환 저해] Ref 카테고리는 전월 대비 -26.7%(39.5K USD) 하락, 진도율 54.7%로 경과율 미달, LG.COM Ref도 21.5% 감소하며 D2C Ref CVR은 0.13%에 불과, 고ASP(1127.3 USD) 전환이 저해되어 리스팅 및 가격 경쟁력 점검이 필요. TV와 MNT는 전월 대비 양호(+12.9%/+14.1%)하나 진도율은 각각 40.9%, 72.0%로 TV가 크게 뒤처짐. TV ASP 1231.7 USD이나 CVR 0.10%로 고단가 대형 제품의 전환 퍼널이 월간 달성의 핵심 변수임.

5.[PC 카테고리 전 플랫폼 중단, 자원은 WM/TV 주력으로 재배치] PC 카테고리는 금월 사실상 중단, MTD 0.0K USD로 전월 동기 2.1K USD 대비 -99.5% 급감, D2C·LG.COM·JD·TM 전 플랫폼에서 거래 없음(JD PC 장바구니 -2 이상치는 반품 차감 추정), 상품 노출 상태 및 재고 즉시 점검 필요. A/P는 규모는 미미하나 +100.0% 성장(0.5K USD, 진도율 88.7%)한 틈새 보완품목. 자원을 PC에서 WM/TV 주력 카테고리로 재배치하고, PC는 공급망 회복 확인 후 재개 권장.

6.[전체 트래픽 전환은 건전하나 TM 및 저CVR 모델은 유입-미전환] 전체 트래픽 효율은 양호: 총 UV 217,452, 전월 동기 대비 +14.0%, GMV는 +19.3%로 GMV 증가율이 트래픽을 상회, 전환은 기본적으로 건전함. 전체 CVR 0.24%로 전월 동기 0.25% 대비 0.01pp 미세 하락. 단 구조적 양극화가 뚜렷: TM은 UV 전월 대비 +27.8%이나 GMV는 -74.6%, CVR 0.03%로 전형적 유입-미전환; Ref는 TM에서 -1.1K USD(반품 순손실) 기록. TM 및 저CVR 모델(SC5MBR80H 등)의 상세페이지·프로모션 조합 최적화로 트래픽을 실제 거래로 전환 권장.

7.[단일일·단일모델 집중 경보: LG.COM S3CW가 당일 97.6% 차지] 단일일·단일모델 고집중 경보: 2026-08-10 LG.COM 플랫폼 WM 모델 S3CW가 당일 71대 판매, GMV 57,596 USD로 해당일 LG.COM GMV의 97.6%를 차지, 사실상 단일 모델이 하루 매출을 견인. 이러한 단일 의존 구조는 S3CW 품절 또는 당일 프로모션 종료 시 LG.COM의 일간 실적이 급락함을 의미. 권장: ① S3CW 재고 확보 및 프로모션 리듬 분산으로 일일 소진 방지, ② LG.COM에서 WM 타 모델(FCY10R4M, SC5GMR80H 등) 노출 확대로 단일 모델 리스크 분산.