LGECH D2C Daily Report

업데이트: 2026-08-14

Channel × Product Performance · Period 08/01 - 08/13 · Unit: K USD · Rate: ¥6.78/USD · Net GMV = GMV - Cancel

Today Net GMV당일 Net GMV (2026-08-13 당일)31.3 K USD

MTD Net GMV월 누계 Net GMV (08/01 - 08/13)265.3 K USD

Net GMV Target AchievementGMV 목표 달성률43.5%265.3 / 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.COM85Net GMV K USDProg.

65.8%

Retail JD178Net GMV K USDProg.

41.7%

Retail TM2Net GMV K USDProg.

3.0%

W/M145

前月同期 94 K USD전월 동기

↑53.1%

REF25

前月同期 37 K USD전월 동기

↓31.0%

LTV67

前月同期 72 K USD전월 동기

↓7.5%

MNT28

前月同期 24 K USD전월 동기

↑17.2%

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)

8/13 Daily · Aug MTD · vs Jul. Same Period · Net GMV Unit: K USD · ASP Unit: USD/EA 8/13 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	8/13 Daily8/13 당일						Aug MTD Aug 1 - Aug 138월 1일~8월 13일 누계						vs Jul. Same Period Jul. 1 - Jul. 137월 1일~7월 13일 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	4,404	207	19	12.6	664	0.43%	62,879	1,639	255	144.6	567	0.41%	↓2.1%	↓38.7%	↑19.2%	↑53.1%	↑28.4%	↑0.07pp	237.1	61.0%
D2C	REF	1,235	40	2	2.4	1,190	0.16%	21,517	459	25	25.2	1,009	0.12%	↑14.5%	↓36.4%	↓30.6%	↓31.0%	↓0.7%	↓0.08pp	72.1	35.0%
D2C	LTV	6,584	181	9	10.7	1,185	0.14%	54,578	990	54	66.8	1,238	0.10%	↑35.1%	↓26.1%	↓21.7%	↓7.5%	↑18.2%	↓0.07pp	237.7	28.1%
D2C	MNT	1,531	54	5	3.2	636	0.33%	18,250	369	52	28.1	540	0.28%	↑48.7%	↓29.3%	↑67.7%	↑17.2%	↓30.1%	↑0.03pp	58.2	48.3%
D2C	PC	40	1	1	2.2	2,212	2.50%	904	5	0	0	0	0.00%	↑60.0%	↓58.3%	↓100.0%	↓99.5%	↓100.0%	↓0.18pp	4.4	0.2%
D2C	A/P	55	1	1	0.3	251	1.82%	1,720	24	2	0.5	251	0.12%	↑61.4%	↑166.7%	↑100.0%	↑100.0%	0%	↑0.02pp	0.6	88.7%
D2C	TTL	13,849	484	37	31.3	846	0.27%	159,848	3,486	388	265.3	684	0.24%	↑16.4%	↓34.0%	↑10.2%	↑15.5%	↑4.8%	↓0.01pp	610.1	43.5%
LG.COM	W/M	346	1	0	0	0	0.00%	10,143	75	74	59.4	802	0.73%	↑33.7%	↑47.1%	↑469.2%	↑335.9%	↓23.4%	↑0.56pp	58.4	101.6%
LG.COM	REF	72	1	2	2.4	1,190	2.78%	2,880	4	11	15.1	1,372	0.38%	↑13.7%	↓71.4%	↓21.4%	↓14.4%	↑8.9%	↓0.17pp	19.6	77.0%
LG.COM	LTV	148	0	1	1.0	967	0.68%	5,174	20	5	6.5	1,306	0.10%	↑59.2%	↑5.3%	↓16.7%	↑30.9%	↑57.1%	↓0.09pp	41.9	15.6%
LG.COM	MNT	330	2	0	-0.4	0	0.00%	6,478	24	8	4.4	548	0.12%	↑147.6%	↓63.1%	0%	↓24.6%	↓24.6%	↓0.18pp	9.8	44.7%
LG.COM	PC	28	0	0	0	0	0.00%	823	7	0	0	0	0.00%	↑93.6%	↑40.0%	↓100.0%	↓100.0%	↓100.0%	↓0.24pp	-	-
LG.COM	A/P	37	0	0	0	0	0.00%	573	0	0	0	0	0.00%	↓39.5%	↓100.0%	-	-	-	0.00pp	-	-
LG.COM	TTL	961	4	3	3.0	997	0.31%	26,071	130	98	85.4	871	0.38%	↑50.2%	↓16.7%	↑133.3%	↑93.3%	↓17.2%	↑0.13pp	129.7	65.8%
JD	W/M	3,199	169	18	13.3	740	0.56%	35,936	1,183	177	84.9	480	0.49%	↓18.2%	↓47.3%	↓6.8%	↑18.3%	↑27.0%	↑0.06pp	146.3	58.0%
JD	REF	1,057	37	0	0	0	0.00%	11,279	288	14	11.2	803	0.12%	↓15.5%	↓53.1%	↓36.4%	↓40.7%	↓6.7%	↓0.04pp	48.1	23.4%
JD	LTV	5,994	178	8	9.7	1,212	0.13%	40,467	832	46	59.2	1,288	0.11%	↑30.0%	↓29.1%	↓22.0%	↓8.7%	↑17.1%	↓0.08pp	182.6	32.4%
JD	MNT	1,146	49	4	2.4	590	0.35%	11,176	324	43	22.5	524	0.38%	↑15.8%	↓29.1%	↑87.0%	↑24.1%	↓33.6%	↑0.15pp	46.3	48.6%
JD	PC	12	1	1	2.2	2,212	8.33%	81	-2	0	0	0	0.00%	↓42.1%	↓128.6%	-	-	-	0.00pp	4.4	0.2%
JD	A/P	16	1	1	0.3	251	6.25%	1,064	17	2	0.5	251	0.19%	↑1020.0%	↑183.3%	↑100.0%	↑100.0%	0%	↓0.86pp	0.6	88.7%
JD	TTL	11,424	435	32	27.9	870	0.28%	100,003	2,642	282	178.4	633	0.28%	↑1.8%	↓41.3%	↓4.4%	↑2.6%	↑7.3%	↓0.02pp	428.3	41.7%
TM	W/M	859	37	1	-0.7	-716	0.12%	16,800	381	4	0.4	100	0.02%	↑32.0%	↑0.5%	↓63.6%	↓95.6%	↓87.9%	↓0.06pp	32.4	1.2%
TM	REF	106	2	0	0	0	0.00%	7,358	167	0	-1.1	0	0.00%	↑153.2%	↑77.7%	-	-	-	0.00pp	4.4	-25.1%
TM	LTV	442	3	0	0	0	0.00%	8,937	138	3	1.1	357	0.03%	↑48.9%	↓6.8%	↓25.0%	↓55.6%	↓40.8%	↓0.03pp	13.2	8.1%
TM	MNT	55	3	1	1.2	1,175	1.82%	596	21	1	1.2	1,175	0.17%	-	-	-	-	-	↑0.17pp	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	2	0	0	0	0	0.00%	83	7	0	0	0	0.00%	↑245.8%	↑600.0%	-	-	-	0.00pp	-	-
TM	TTL	1,464	45	2	0.5	230	0.14%	33,774	714	8	1.5	193	0.02%	↑55.9%	↑14.8%	↓46.7%	↓86.7%	↓75.0%	↓0.05pp	52.1	3.0%

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 13 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 13일 Net GMV입니다.

全产品 SKU 实绩详细전 제품 SKU 실적 상세

Unit: RMB / 단위: RMB(8/13 Daily · 08/01-08/13 MTD · vs 07/01-07/13 · Showing 70 models with sales) (8/13 당일 · 08/01-08/13 누계 · 대비 07/01-07/13 · 판매 발생 70개 모델)

Product	Model	专供 전용	8/13 Daily8/13 당일						Aug MTD Aug 1 - Aug 138월 1일~8월 13일 누계						Jul. MTD Jul. 1 - Jul. 137월 1일~7월 13일 누계						vs Jul. Same Period Jul. 1 - Jul. 137월 1일~7월 13일 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	588	29	9	19,632	2,181	1.5%	5,403	153	63	121,727	1,932	1.2%	4,668	260	46	88,457	1,923	1.0%	↑15.7%	↓41.2%	↑37.0%	↑37.6%	↑0.5%	↑0.2pp
WM	FCY10Y4M	O	654	36	3	5,192	1,731	0.5%	9,932	181	49	88,476	1,806	0.5%	4,752	215	40	62,122	1,553	0.8%	↑109.0%	↓15.8%	↑22.5%	↑42.4%	↑16.3%	↓0.3pp
WM	SC5GMR80H	-	155	6	2	39,998	19,999	1.3%	3,076	125	4	79,996	19,999	0.1%	2,375	126	2	37,383	18,692	0.1%	↑29.5%	↓0.8%	↑100.0%	↑114.0%	↑7.0%	0.0pp
WM	FCY10Y4M+RH10V3MVTW	O	368	15	0	-	0	0%	5,245	103	8	38,021	4,753	0.2%	9,225	237	3	12,903	4,301	0.0%	↓43.1%	↓56.5%	↑166.7%	↑194.7%	↑10.5%	↑0.2pp
WM	FCV13G4W+RH10V9AV4W	-	266	12	1	8,999	8,999	0.4%	2,564	83	5	35,095	7,019	0.2%	2,111	101	0	-	0	0%	↑21.5%	↓17.8%	-	-	-	↑0.2pp
WM	SC5MSR40	-	53	7	1	16,499	16,499	1.9%	1,240	53	2	32,598	16,299	0.2%	1,981	90	1	18,399	18,399	0.1%	↓37.4%	↓41.1%	↑100.0%	↑77.2%	↓11.4%	↑0.1pp
WM	S3GHM	O	399	19	0	-	0	0%	6,710	255	3	26,999	9,000	0.0%	5,575	156	5	45,796	9,159	0.1%	↑20.4%	↑63.5%	↓40.0%	↓41.0%	↓1.7%	↓0.1pp
WM	FN23BQH	-	59	4	0	-	0	0%	1,045	18	2	23,998	11,999	0.2%	1,980	74	1	1,434	1,434	0.1%	↓47.2%	↓75.7%	↑100.0%	↑1573.5%	↑736.8%	↑0.1pp
WM	FCY90M2P	-	179	6	1	50	50	0.6%	2,145	55	11	20,569	1,870	0.5%	1,565	140	20	37,022	1,851	1.3%	↑37.1%	↓60.7%	↓45.0%	↓44.4%	↑1.0%	↓0.8pp
WM	FMY10Y4PF	O	38	4	1	50	50	2.6%	494	31	10	19,475	1,948	2.0%	1,091	45	6	9,581	1,597	0.5%	↓54.7%	↓31.1%	↑66.7%	↑103.3%	↑22.0%	↑1.5pp
WM	DH12X4SC2	-	19	0	0	-	0	0%	507	6	2	14,964	7,482	0.4%	72	2	0	-	0	0%	↑604.2%	↑200.0%	-	-	-	↑0.4pp
WM	FCW12D4WA	-	68	3	0	-	0	0%	723	13	3	12,683	4,228	0.4%	661	41	9	38,283	4,254	1.4%	↑9.4%	↓68.3%	↓66.7%	↓66.9%	↓0.6%	↓1.0pp
WM	FMW10Y4WA	-	80	2	1	2,791	2,791	1.2%	1,020	28	4	11,158	2,790	0.4%	875	50	3	2,991	997	0.3%	↑16.6%	↓44.0%	↑33.3%	↑273.1%	↑179.8%	↑0.1pp
WM	FN23WQH	-	46	2	0	-	0	0%	732	6	1	10,999	10,999	0.1%	739	39	1	9,899	9,899	0.1%	↓0.9%	↓84.6%	0%	↑11.1%	↑11.1%	0.0pp
WM	FH12X9WCA	-	59	1	0	-	0	0%	1,013	24	1	10,949	10,949	0.1%	416	23	3	20,748	6,916	0.7%	↑143.5%	↑4.3%	↓66.7%	↓47.2%	↑58.3%	↓0.6pp
WM	FH12X9BCA	-	26	2	0	-	0	0%	456	7	2	10,549	5,274	0.4%	293	11	0	-	0	0%	↑55.6%	↓36.4%	-	-	-	↑0.4pp
WM	DH12X4WC2	-	25	1	0	-	0	0%	595	11	1	6,943	6,943	0.2%	144	5	1	6,969	6,969	0.7%	↑313.2%	↑120.0%	0%	↓0.4%	↓0.4%	↓0.5pp
WM	RH10V9PV2WR	-	31	1	0	-	0	0%	766	10	1	4,844	4,844	0.1%	252	17	4	22,109	5,527	1.6%	↑204.0%	↓41.2%	↓75.0%	↓78.1%	↓12.4%	↓1.5pp
WM	FW12X4WC2	-	28	1	0	-	0	0%	553	6	1	4,737	4,737	0.2%	622	10	3	10,309	3,436	0.5%	↓11.1%	↓40.0%	↓66.7%	↓54.0%	↑37.9%	↓0.3pp
WM	FCW12Y4PA	-	21	0	0	-	0	0%	170	6	2	4,047	2,024	1.2%	257	15	1	3,404	3,404	0.4%	↓33.9%	↓60.0%	↑100.0%	↑18.9%	↓40.6%	↑0.8pp
WM	FCW12Y4WA	-	127	6	0	-	0	0%	1,001	18	1	3,695	3,695	0.1%	1,028	37	3	6,903	2,301	0.3%	↓2.6%	↓51.4%	↓66.7%	↓46.5%	↑60.6%	↓0.2pp
WM	FCV13G4W	-	91	6	0	-	0	0%	1,277	26	1	3,674	3,674	0.1%	344	25	0	166	0	0%	↑271.2%	↑4.0%	-	↑2113.3%	-	↑0.1pp
WM	FA12CA2C	-	24	2	0	-7,699	0	0%	321	5	4	3,657	914	1.2%	630	27	3	17,677	5,892	0.5%	↓49.0%	↓81.5%	↑33.3%	↓79.3%	↓84.5%	↑0.7pp
WM	FMY10Y4PF+RH10V3PV8WS	-	96	6	0	-	0	0%	1,327	39	0	201	0	0%	2,374	99	1	6,599	6,599	0.0%	↓44.1%	↓60.6%	↓100.0%	↓97.0%	↓100.0%	0.0pp
WM	FCY90N2W	-	28	1	0	-	0	0%	296	-20	3	150	50	1.0%	5,393	251	47	77,358	1,646	0.9%	↓94.5%	↓108.0%	↓93.6%	↓99.8%	↓97.0%	↑0.1pp
Ref	F664MEH95D	-	17	1	0	-	0	0%	754	21	5	69,723	13,945	0.7%	409	27	3	37,788	12,596	0.7%	↑84.4%	↓22.2%	↑66.7%	↑84.5%	↑10.7%	0.0pp
Ref	F544MMB95D	-	305	6	1	9,594	9,594	0.3%	4,288	83	4	38,376	9,594	0.1%	2,049	52	5	51,295	10,259	0.2%	↑109.3%	↑59.6%	↓20.0%	↓25.2%	↓6.5%	↓0.1pp
Ref	S653MWW87D	-	48	1	0	-	0	0%	1,409	29	2	20,007	10,004	0.1%	2,407	84	1	9,796	9,796	0.0%	↓41.5%	↓65.5%	↑100.0%	↑104.2%	↑2.1%	↑0.1pp
Ref	F544MEP62D	-	69	4	1	6,544	6,544	1.4%	971	29	3	19,633	6,544	0.3%	1,504	59	2	14,543	7,272	0.1%	↓35.4%	↓50.8%	↑50.0%	↑35.0%	↓10.0%	↑0.2pp
Ref	F544MEH62D	-	279	9	0	-	0	0%	8,456	200	4	14,003	3,501	0.0%	4,767	164	5	34,532	6,906	0.1%	↑77.4%	↑22.0%	↓20.0%	↓59.4%	↓49.3%	↓0.1pp
Ref	S653MPY33D	-	41	0	0	-	0	0%	796	11	1	8,998	8,998	0.1%	1,119	28	2	13,089	6,544	0.2%	↓28.9%	↓60.7%	↓50.0%	↓31.3%	↑37.5%	↓0.1pp
Ref	S674MPY11D	-	130	5	0	-	0	0%	686	10	4	5,178	1,294	0.6%	1,341	79	9	33,602	3,734	0.7%	↓48.8%	↓87.3%	↓55.6%	↓84.6%	↓65.3%	↓0.1pp
Ref	S674MEG11D	-	160	9	0	-	0	0%	987	16	3	4,834	1,611	0.3%	2,261	97	6	25,699	4,283	0.3%	↓56.3%	↓83.5%	↓50.0%	↓81.2%	↓62.4%	0.0pp
TV	OLED77C6PCA	-	584	21	1	18,854	18,854	0.2%	3,890	79	4	56,951	14,238	0.1%	1,043	41	6	98,805	16,468	0.6%	↑273.0%	↑92.7%	↓33.3%	↓42.4%	↓13.5%	↓0.5pp
TV	75QNED85BCA	-	204	2	2	13,953	6,976	1.0%	2,150	32	7	50,914	7,273	0.3%	1,512	56	0	-	0	0%	↑42.2%	↓42.9%	-	-	-	↑0.3pp
TV	100QNED85BC	-	15	1	0	-	0	0%	169	5	2	41,473	20,736	1.2%	199	2	0	-	0	0%	↓15.1%	↑150.0%	-	-	-	↑1.2pp
TV	OLED48C6PCA	-	593	13	0	-	0	0%	3,751	54	7	39,819	5,688	0.2%	2,073	58	3	19,892	6,631	0.1%	↑80.9%	↓6.9%	↑133.3%	↑100.2%	↓14.2%	↑0.1pp
TV	OLED65B6PCA	-	236	8	1	9,499	9,499	0.4%	1,922	34	4	39,456	9,864	0.2%	267	10	1	11,999	11,999	0.4%	↑619.9%	↑240.0%	↑300.0%	↑228.8%	↓17.8%	↓0.2pp
TV	OLED77G6PCA	-	138	5	0	-	0	0%	768	21	1	36,499	36,499	0.1%	961	40	0	-	0	0%	↓20.1%	↓47.5%	-	-	-	↑0.1pp
TV	OLED55G6PCA	-	1,132	37	1	10,999	10,999	0.1%	4,212	85	3	32,987	10,996	0.1%	1,549	48	7	75,483	10,783	0.5%	↑171.9%	↑77.1%	↓57.1%	↓56.3%	↑2.0%	↓0.4pp
TV	75QNED82BCA	O	281	7	1	5,973	5,973	0.4%	3,062	67	5	30,418	6,084	0.2%	3,130	94	5	21,959	4,392	0.2%	↓2.2%	↓28.7%	0%	↑38.5%	↑38.5%	0.0pp
TV	OLED83C6PCA	-	166	11	0	-	0	0%	1,096	25	1	28,499	28,499	0.1%	1,085	38	2	56,998	28,499	0.2%	↑1.0%	↓34.2%	↓50.0%	↓50.0%	0%	↓0.1pp
TV	86QNED85BCA	-	67	2	0	-	0	0%	1,287	21	4	28,282	7,070	0.3%	1,025	53	2	17,242	8,621	0.2%	↑25.6%	↓60.4%	↑100.0%	↑64.0%	↓18.0%	↑0.1pp
TV	65QNED82BCA	O	690	11	1	4,499	4,499	0.1%	9,918	144	10	26,917	2,692	0.1%	8,042	207	12	48,804	4,067	0.1%	↑23.3%	↓30.4%	↓16.7%	↓44.8%	↓33.8%	0.0pp
TV	OLED77B6PCA	-	210	3	0	-	0	0%	1,211	16	1	14,499	14,499	0.1%	329	13	1	15,999	15,999	0.3%	↑268.1%	↑23.1%	0%	↓9.4%	↓9.4%	↓0.2pp
TV	75MRGB86BCA	-	50	4	1	8,506	8,506	2.0%	1,059	14	1	8,506	8,506	0.1%	437	18	0	-	0	0%	↑142.3%	↓22.2%	-	-	-	↑0.1pp
TV	85QNED82BCA	O	262	5	0	-	0	0%	3,564	60	1	8,005	8,005	0.0%	3,581	103	1	7,999	7,999	0.0%	↓0.5%	↓41.7%	0%	↑0.1%	↑0.1%	0.0pp
TV	OLED42C6PCA	-	212	4	0	-	0	0%	1,229	27	1	6,099	6,099	0.1%	1,904	77	2	12,198	6,099	0.1%	↓35.5%	↓64.9%	↓50.0%	↓50.0%	0%	0.0pp
TV	OLED48B6PCA	-	128	6	0	-	0	0%	1,008	21	1	5,999	5,999	0.1%	489	7	0	-	0	0%	↑106.1%	↑200.0%	-	-	-	↑0.1pp
TV	65MRGB86BCA	-	187	5	0	-	0	0%	2,251	35	1	5,604	5,604	0.0%	992	12	1	6,374	6,374	0.1%	↑126.9%	↑191.7%	0%	↓12.1%	↓12.1%	↓0.1pp
TV	OLED55B5XCA	-	2	0	1	35	35	50.0%	65	6	1	35	35	1.5%	10	0	0	-	0	0%	↑550.0%	-	-	-	-	↑1.5pp
MNT	32GX870B-B	-	210	8	1	8,199	8,199	0.5%	1,961	34	5	40,765	8,153	0.3%	1,410	51	1	8,499	8,499	0.1%	↑39.1%	↓33.3%	↑400.0%	↑379.6%	↓4.1%	↑0.2pp
MNT	25G590B-B	-	256	7	1	7,969	7,969	0.4%	2,364	46	4	31,966	7,992	0.2%	9	0	0	-	0	0%	↑26166.7%	-	-	-	-	↑0.2pp
MNT	27UP850K-W	-	137	11	0	-	0	0%	1,114	58	14	27,786	1,985	1.3%	164	7	0	-	0	0%	↑579.3%	↑728.6%	-	-	-	↑1.3pp
MNT	39GX950B-B	-	52	3	0	-	0	0%	947	18	2	25,348	12,674	0.2%	1,051	63	7	87,893	12,556	0.7%	↓9.9%	↓71.4%	↓71.4%	↓71.2%	↑0.9%	↓0.5pp
MNT	32GX850A-B	O	47	0	0	-	0	0%	1,293	35	4	19,366	4,842	0.3%	2,545	126	5	24,995	4,999	0.2%	↓49.2%	↓72.2%	↓20.0%	↓22.5%	↓3.2%	↑0.1pp
MNT	27G850A-B	-	83	3	0	159	0	0%	891	30	5	16,095	3,219	0.6%	441	20	0	475	0	0%	↑102.0%	↑50.0%	-	↑3288.4%	-	↑0.6pp
MNT	52G930B-B	-	29	0	0	-	0	0%	677	15	1	14,274	14,274	0.1%	592	29	-1	-14,999	0	-0.2%	↑14.4%	↓48.3%	↓200.0%	↓195.2%	-	↑0.3pp
MNT	27G64NA-B	-	144	10	1	1,399	1,399	0.7%	1,316	47	9	12,591	1,399	0.7%	585	27	-1	-1,399	0	-0.2%	↑125.0%	↑74.1%	↓1000.0%	↓1000.0%	-	↑0.9pp
MNT	PU615U	O	35	0	0	-	0	0%	208	1	1	6,789	6,789	0.5%	249	5	2	13,998	6,999	0.8%	↓16.5%	↓80.0%	↓50.0%	↓51.5%	↓3.0%	↓0.3pp
MNT	32UQ850V-W	-	21	1	1	3,199	3,199	4.8%	269	4	2	6,398	3,199	0.7%	119	7	1	3,134	3,134	0.8%	↑126.1%	↓42.9%	↑100.0%	↑104.1%	↑2.1%	↓0.1pp
MNT	32GS94U-B	-	23	0	0	-	0	0%	388	4	1	3,039	3,039	0.3%	44	3	0	-	0	0%	↑781.8%	↑33.3%	-	-	-	↑0.3pp
MNT	27G810A-B	-	36	3	0	-	0	0%	472	2	1	2,299	2,299	0.2%	254	14	0	-	0	0%	↑85.8%	↓85.7%	-	-	-	↑0.2pp
MNT	27GX704A-B	-	7	0	0	-	0	0%	260	3	1	2,184	2,184	0.4%	80	5	2	4,748	2,374	2.5%	↑225.0%	↓40.0%	↓50.0%	↓54.0%	↓8.0%	↓2.1pp
MNT	32G620B-B	-	11	0	0	-	0	0%	256	-1	1	1,804	1,804	0.4%	49	0	0	-	0	0%	↑422.4%	-	-	-	-	↑0.4pp
MNT	34U601B-B	-	2	0	0	-	0	0%	29	2	1	1,699	1,699	3.4%	90	2	1	1,599	1,599	1.1%	↓67.8%	0%	0%	↑6.3%	↑6.3%	↑2.3pp
MNT	24G411B-B	-	49	0	1	616	616	2.0%	473	3	2	1,265	632	0.4%	685	27	6	3,861	644	0.9%	↓30.9%	↓88.9%	↓66.7%	↓67.2%	↓1.7%	↓0.5pp
PC	16Z90U-K.ALB7C	-	17	1	1	14,999	14,999	5.9%	275	-1	1	14,999	14,999	0.4%	146	0	0	-	0	0%	↑88.4%	-	-	-	-	↑0.4pp
A/P	AS60GHWZ0	O	55	1	1	1,699	1,699	1.8%	1,720	24	2	3,398	1,699	0.1%	1,066	9	1	1,699	1,699	0.1%	↑61.4%	↑166.7%	↑100.0%	↑100.0%	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 (08/01-08/13) vs 前月同期 (07/01-07/13) · Unit: K RMB / 단위: K RMB

Product	Model	Aug MTD Aug 1 - Aug 138월 1일~8월 13일 누계			Jul. MTD Jul. 1 - Jul. 137월 1일~7월 13일 누계			vs Jul. Same Period Jul. 1 - Jul. 137월 1일~7월 13일 대비
Product	Model	LG.COM	JD	TM	LG.COM	JD	TM	LG.COM	JD	TM
W/M	S3CW	390	-	-	-	-	-	NEW	-	-
	FCY10R4M	2	117	3	2	80	6	↓12.5%	↑46.1%	↓53.2%
	FCY10Y4M	-	83	6	-	55	7	-	↑49.9%	↓19.1%
	SC5GMR80H	-	80	-	17	20	-	-	↑300.0%	-
	FCY10Y4M+RH10V3MVTW	-	38	-	-	13	-	-	↑194.6%	-
	FCV13G4W+RH10V9AV4W	-	35	-	-	-	-	-	NEW	-
	SC5MSR40	-	33	-	-	-	18	-	NEW	-
	S3GHM	-	27	-	-	46	-	-	↓41.0%	-
	FN23BQH	-	24	-	-	1	-	-	↑1614.3%	-
	FCY90M2P	-	21	-	-	34	3	-	↓39.1%	-
REF	F664MEH95D	38	32	-	38	-	-	0.0%	NEW	-
	F544MMB95D	38	-	-	38	13	-	0.0%	-	-
	S653MWW87D	-	20	-	-	10	-	-	↑104.1%	-
	F544MEP62D	20	-	-	6	8	-	↑201.5%	-	-
	F544MEH62D	6	15	-	20	15	-	↓66.8%	↑0.7%	-
	S653MPY33D	-	9	-	13	-	-	-	NEW	-
	S674MPY11D	-	5	-	4	29	-	-	↓82.3%	-
	S674MEG11D	-	5	-	-	26	-	-	↓81.3%	-
	F554GBBV3B	-	-	-	-	-	-	-	-	-
	F554GTWB7B	-	-	-	-	-	-	-	-	-
LTV	OLED77C6PCA	-	57	-	-	99	-	-	↓42.3%	-
	75QNED85BCA	7	44	-	-	-	-	NEW	NEW	-
	100QNED85BC	20	22	-	-	-	-	NEW	NEW	-
	OLED48C6PCA	-	40	-	-	20	-	-	↑100.0%	-
	OLED65B6PCA	-	40	-	-	12	-	-	↑229.2%	-
	OLED77G6PCA	-	36	-	-	-	-	-	NEW	-
	OLED55G6PCA	-	33	-	-	76	-	-	↓56.3%	-
	75QNED82BCA	-	24	6	10	12	-	-	↑105.1%	NEW
	OLED83C6PCA	-	28	-	-	57	-	-	↓50.0%	-
	86QNED85BCA	9	19	-	9	-	8	↓4.3%	NEW	-
MNT	32GX870B-B	8	33	-	17	-	-	↓54.1%	NEW	-
	25G590B-B	-	24	8	-	-	-	-	NEW	NEW
	27UP850K-W	4	24	-	-	-	-	NEW	NEW	-
	39GX950B-B	12	13	-	10	78	-	↑24.2%	↓83.3%	-
	32GX850A-B	-	19	-	-	25	-	-	↓22.4%	-
	27G850A-B	-	16	-	0	-	-	-	NEW	-
	52G930B-B	14	-	-	-	-	-	NEW	-	-
	27G64NA-B	-	13	-	-	-	-	-	NEW	-
	PU615U	-	7	-	-	14	-	-	↓51.4%	-
	32UQ850V-W	-	6	-	3	-	-	-	NEW	-
PC	16Z90U-K.ALB7C	-	15	-	-	-	-	-	NEW	-
	14Z90S-G.AL55C	-	-	-	-	-	-	-	-	-
	16Z90TP-G.AL87C	-	-	-	-	-	-	-	-	-
	16Z90TR-E.AL88C	-	-	-	-	-	-	-	-	-
	16Z90U-G.AL87C	-	-	-	-	-	-	-	-	-
	16Z90U-G.AL88C	-	-	-	-	-	-	-	-	-
	16Z90U-K.ALB9C	-	-	-	14	-	-	-	-	-
	17Z90U-G.AL87C	-	-	-	-	-	-	-	-	-
	17Z90U-G.AL88C	-	-	-	-	-	-	-	-	-
	16Z90U-K.ALB8C	-	-	-	-	-	-	-	-	-
A/P	AS60GHWZ0	-	3	-	-	2	-	-	↑100.0%	-

数据范围：每个品类仅展示 MTD Net GMV TOP10 型号（共 45 个型号），全品类共 100 个有销售型号 · 蓝色深浅表示同列内 GMV 数值相对大小，越深越大데이터 범위: 각 카테고리별 MTD Net GMV 상위 10개 모델만 표시 (총 45개), 전체 100개 판매 모델 · 파란색 음영은 동일 열 내 상대적 GMV 크기를 나타내며, 진할수록 큰 값

AI InsightAI 인사이트

基于当前数据表现的业务优化建议与数据质量提醒

1.【整体达成态势】截至 8/13，MTD 累计 GMV 265.3K USD，达成率 43.5%，小幅领先时间进度 41.9%（领先 1.6pp）；较上月同期（7/1–7/13，229.7K）环比 ↑15.5%。节奏明显加速：近 5 日（8/9–8/13）日均 28.5K USD，较前 8 日日均 15.4K USD 提升 +85%。按近期节奏线性推算，8 月末约可达成 778.3K USD（预估达成率 128%），全月有望超目标收官。

2.【渠道结构分化】JD 仍是绝对核心渠道，占整体 GMV 67.2%（178.4K USD），但达成率仅 41.7%，落后时间进度，需补量；LG.COM 达成率 65.8% 为三平台最优（85.4K / 目标 129.7K），已接近月目标，建议从冲量转向保毛利。TM 为新店爬坡期，达成率 3.0%（1.5K / 目标 52.1K），日均 UV 约 2,598 但 CVR 仅 0.02%，引流见起色、转化仍待打磨。

3.【产品增长与回落】增长主线清晰：WM 环比 ↑53.1%（144.6K vs 94.5K）、MNT ↑17.2%、A/P ↑100%。WM 增量主要由 LG.COM 渠道的 S3CW 等爆品上架拉动（LG.COM WM ↑335.9%），型号结构与上期明显不同，是整体增长的关键引擎。回落面：REF ↓31.0%、TV ↓7.5%；PC 三平台全月 0 销售，已停摆，建议排查 listing 质量与库存节奏。

4.【流量效率承压】TTL UV 环比 ↑16.4%（159,848 vs 137,291），与 GMV ↑15.5% 几乎同步，但整体 CVR 由 0.26% 降至 0.24%，转化效率承压。高 ASP 品类转化偏弱：TV ASP 1237.5 USD、REF ASP 1009.2 USD，但 TV CVR 仅 0.10%、REF CVR 0.12%，流量增长未有效转化为成交，建议优化详情页与客单价策略。

5.【型号级别表现】MTD GMV TOP1 为 S3CW（390.5K RMB），TOP3 另含 FCY10R4M（121.7K）、FCY10Y4M（88.5K）。高速成长型号 32GX870B-B（MNT，环比 ↑379.6%）建议加投资源巩固势头。转化洼地需重点治理：S3GHM（UV 6,710 / CVR 0.0%）、F544MEH62D（UV 8,456 / CVR 0.0%）、85QNED82BCA（UV 3,564 / CVR 0.0%）流量可观但零转化，直接与成交脱节，建议优化页面内容与促销组合。

6.【专供型号贡献】渠道专供型号共 11 / 70 SKU，贡献 GMV 约 389.6K RMB（占比 21.0%），专供仅在 D2C 渠道销售。建议强化 LG.COM 专供产品页面与促销资源倾斜，同时关注 JD 平台专供品的竞争环境，避免同质比价稀释溢价。

7.【单日单型号极端集中】LG.COM 于 2026-08-10 出现单型号极端集中：S3CW（WM 洗衣机）当日售出 71 台、GMV 57,595.9 USD、ASP 811.2 USD，占 LG.COM 当日 GMV 的 97.6%。单型号依赖风险极高，建议提前备货防断货、防范促销退潮后的销量断崖，并培育次主力型号（如 FCY10R4M、FCY10Y4M）分散依赖。

8.【TV 集中度陷阱】TV 触发集中度陷阱：TOP10 型号 GMV 环比 +12.2K USD，但品类总量 −5.4K USD、中长尾 −17.7K USD。头部增长掩盖了品类整体收缩，呈典型的辛普森式结构风险。建议补齐长尾型号、推出套餐组合并扩大搜索覆盖，降低单点依赖。

1.[전체 달성 현황] 8/13 기준 MTD 누적 GMV 265.3K USD, 달성률 43.5%로 경과율 41.9%를 1.6pp 상회. 전월 동기(7/1–7/13, 229.7K) 대비 ↑15.5%. 최근 5일(8/9–8/13) 일평균 28.5K USD로 직전 8일 일평균 15.4K USD 대비 +85% 가속. 현재 추세로 8월말 약 778.3K USD(예상 달성률 128%) 전망, 목표 초과 달성 가능.

2.[채널 구조 차별화] JD는 GMV의 67.2%(178.4K USD)로 핵심 채널이나 달성률 41.7%로 경과율 하회, 보충 필요. LG.COM 달성률 65.8%로 3개 플랫폼 중 최우수(85.4K / 목표 129.7K)로 월 목표 근접, 물량 확보보다 마진 방어로 전환 권장. TM은 신규 램프업 단계, 달성률 3.0%(1.5K / 목표 52.1K), 일평균 UV 약 2,598이나 CVR 0.02%로 유입은 늘었으나 전환 미흡.

3.[제품 성장 및 하락] 성장 축은 명확: WM 전월 동기 대비 ↑53.1%(144.6K vs 94.5K), MNT ↑17.2%, A/P ↑100%. WM 증가는 LG.COM 채널의 S3CW 등 인기 신제품 출시에 기인(LG.COM WM ↑335.9%)하며 모델 구성이 직전 기간과 크게 다름, 전체 성장의 핵심 동력. 하락면: REF ↓31.0%, TV ↓7.5%; PC는 3개 플랫폼 모두 월 누적 0 판매로 중단 상태, 리스팅 품질 및 재고 점검 권장.

4.[트래픽 효율 압박] TTL UV 전월 동기 대비 ↑16.4%(159,848 vs 137,291)로 GMV ↑15.5%와 거의 일치하나 전체 CVR은 0.26%에서 0.24%로 하락, 전환 효율 압박. 고ASP 카테고리 전환 부진: TV ASP 1237.5 USD·REF ASP 1009.2 USD이나 TV CVR 0.10%·REF CVR 0.12%로 트래픽 증가가 매출로 미연결, 상세페이지·객단가 전략 개선 권장.

5.[모델 레벨 성과] MTD GMV TOP1은 S3CW(390.5K RMB), TOP3에 FCY10R4M(121.7K)·FCY10Y4M(88.5K) 포함. 고성장 모델 32GX870B-B(MNT, 전월 동기 대비 ↑379.6%)에 자원 추가 투입 권장. 전환 부진 구간 주의: S3GHM(UV 6,710 / CVR 0.0%), F544MEH62D(UV 8,456 / CVR 0.0%), 85QNED82BCA(UV 3,564 / CVR 0.0%)는 트래픽은 있으나 전환 0%로 매출 미연결, 페이지 콘텐츠·프로모션 조합 최적화 필요.

6.[전용 모델 기여] 채널 전용 모델은 총 11 / 70 SKU로 GMV 약 389.6K RMB(비중 21.0%) 기여, 전용 모델은 D2C 채널 단독 판매. LG.COM 전용 제품 페이지 최적화 및 프로모션 리소스 강화하고, JD 플랫폼 전용품 경쟁 환경도 주시하여 동가 비교로 인한 프리미엄 훼손 방지 권장.

7.[단일일 단일모델 극단 집중] LG.COM은 2026-08-10 단일 모델 극단 집중 발생: S3CW(세탁기) 당일 71대 판매, GMV 57,595.9 USD, ASP 811.2 USD로 LG.COM 당일 GMV의 97.6% 차지. 단일 모델 의존 리스크 매우 높으며, 품절 방지 사전 재고 확보·프로모션 종료 후 판매 절벽 방어·FCY10R4M·FCY10Y4M 등 차주력 모델 육성으로 의존 분산 권장.

8.[TV 집중도 함정] TV 집중도 함정 발생: TOP10 모델 GMV는 전월 동기 대비 +12.2K USD이나 카테고리 총량은 −5.4K USD, 중하위는 −17.7K USD. 상위 성장이 카테고리 전체 축소를 은폐하는 심슨식 구조 리스크. 중하위 모델 보완·세트 조합·검색 커버리지 확대로 단일 의존 리스크 완화 권장.