LGECH D2C Daily Report

Update: 2026-09-14

Channel × Product Performance · Period 09/01 - 09/13 · Unit: K USD · Rate: ¥6.76/USD · Net GMV = GMV - Cancel

Today Net GMV당일 Net GMV (2026-09-13 당일)14.7 K USD

MTD Net GMV월 누계 Net GMV (09/01 - 09/13)287.9 K USD

Net GMV Target AchievementGMV 목표 달성률43.9%287.9 / 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.COM40Net GMV K USDProg.

34.3%

Retail JD224Net GMV K USDProg.

45.8%

Retail TM23Net GMV K USDProg.

48.5%

W/M148

前月同期 145 K USD전월 동기

↑2.0%

REF42

前月同期 25 K USD전월 동기

↑64.7%

LTV71

前月同期 67 K USD전월 동기

↑5.5%

MNT25

前月同期 28 K USD전월 동기

↓11.3%

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)

9/13 Daily · Sep MTD · vs Aug. Same Period · Net GMV Unit: K USD · ASP Unit: USD/EA 9/13 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	9/13 Daily9/13 당일						Sep MTD Sep 1 - Sep 139월 1일~9월 13일 누계						vs Aug. Same Period Aug. 1 - Aug. 138월 1일~8월 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	5,077	221	16	10.2	636	0.32%	69,600	2,636	265	148.0	559	0.38%	↑10.7%	↑60.8%	↑3.9%	↑2.0%	↓1.8%	↓0.02pp	259.0	57.1%
D2C	REF	1,382	58	3	2.3	776	0.22%	18,188	669	36	41.7	1,158	0.20%	↓15.5%	↑45.8%	↑44.0%	↑64.7%	↑14.4%	↑0.08pp	65.5	63.6%
D2C	LTV	5,269	113	2	1.8	918	0.04%	61,620	1,776	136	70.7	520	0.22%	↑12.9%	↑79.4%	↑151.9%	↑5.5%	↓58.1%	↑0.12pp	252.5	28.0%
D2C	MNT	1,704	68	3	0.4	123	0.18%	33,470	824	65	25.0	385	0.19%	↑83.4%	↑123.3%	↑25.0%	↓11.3%	↓29.0%	↓0.09pp	75.7	33.0%
D2C	PC	45	1	0	0	0	0.00%	1,954	7	1	2.1	2,108	0.05%	↑116.2%	↑40.0%	-	↑18901.3%	-	↑0.05pp	2.3	93.3%
D2C	A/P	12	1	0	0	0	0.00%	349	12	1	0.2	248	0.29%	↓79.7%	↓50.0%	↓50.0%	↓50.7%	↓1.5%	↑0.17pp	-	-
D2C	TTL	13,489	462	24	14.7	613	0.18%	185,181	5,924	504	287.8	571	0.27%	↑15.8%	↑69.9%	↑29.9%	↑8.2%	↓16.7%	↑0.03pp	655.0	43.9%
LG.COM	W/M	120	2	0	0	0	0.00%	5,858	42	13	11.3	872	0.22%	↓42.2%	↓44.0%	↓82.4%	↓81.0%	↑8.3%	↓0.51pp	38.7	29.3%
LG.COM	REF	53	0	1	1.0	968	1.89%	1,933	31	14	18.3	1,304	0.72%	↓32.9%	↑675.0%	↑27.3%	↑20.6%	↓5.2%	↑0.34pp	23.7	76.9%
LG.COM	LTV	60	0	0	0	0	0.00%	3,625	77	64	6.2	98	1.77%	↓29.9%	↑285.0%	↑1180.0%	↓4.7%	↓92.6%	↑1.67pp	35.0	17.8%
LG.COM	MNT	127	1	2	0.7	351	1.57%	10,049	43	11	2.4	220	0.11%	↑55.1%	↑79.2%	↑37.5%	↓45.0%	↓60.0%	↓0.01pp	20.3	11.9%
LG.COM	PC	39	1	0	0	0	0.00%	1,870	7	1	2.1	2,108	0.05%	↑127.2%	0%	-	-	-	↑0.05pp	-	-
LG.COM	A/P	3	0	0	0	0	0.00%	139	0	0	0	0	0.00%	↓75.7%	-	-	-	-	0.00pp	-	-
LG.COM	TTL	402	4	3	1.7	557	0.75%	23,474	200	103	40.4	392	0.44%	↓10.0%	↑53.8%	↑5.1%	↓52.9%	↓55.2%	↑0.06pp	117.8	34.3%
JD	W/M	3,447	177	15	7.4	490	0.44%	36,049	2,031	237	120.4	508	0.66%	↑0.3%	↑71.7%	↑33.9%	↑41.4%	↑5.6%	↑0.16pp	194.4	61.9%
JD	REF	1,115	52	1	0.7	739	0.09%	13,511	569	18	20.5	1,141	0.13%	↑19.8%	↑97.6%	↑28.6%	↑82.1%	↑41.6%	↑0.01pp	39.5	51.9%
JD	LTV	3,305	95	2	1.8	918	0.06%	40,883	1,480	67	61.0	911	0.16%	↑1.0%	↑77.9%	↑45.7%	↑2.7%	↓29.5%	↑0.05pp	204.5	29.8%
JD	MNT	953	50	1	-0.3	-333	0.10%	13,779	629	52	22.0	424	0.38%	↑23.3%	↑94.1%	↑20.9%	↓2.5%	↓19.4%	↓0.01pp	48.6	45.4%
JD	PC	6	0	0	0	0	0.00%	84	0	0	0	0	0.00%	↑3.7%	↓100.0%	-	↓100.0%	-	0.00pp	2.3	0%
JD	A/P	5	0	0	0	0	0.00%	110	6	1	0.2	248	0.91%	↓89.7%	↓64.7%	↓50.0%	↓50.7%	↓1.5%	↑0.72pp	-	-
JD	TTL	8,831	374	19	9.6	505	0.22%	104,416	4,715	375	224.2	598	0.36%	↑4.4%	↑78.5%	↑33.0%	↑25.3%	↓5.8%	↑0.08pp	489.3	45.8%
TM	W/M	1,510	42	1	2.8	2,820	0.07%	27,693	563	15	16.3	1,090	0.05%	↑64.8%	↑47.8%	↑275.0%	↑3954.9%	↑981.3%	↑0.03pp	26.0	62.9%
TM	REF	214	6	1	0.6	620	0.47%	2,744	69	4	2.9	724	0.15%	↓62.7%	↓58.7%	-	↓361.0%	-	↑0.15pp	2.3	128.1%
TM	LTV	1,904	18	0	0	0	0.00%	17,112	219	5	3.5	692	0.03%	↑91.5%	↑58.7%	↑66.7%	↑222.4%	↑93.5%	0.00pp	12.9	26.8%
TM	MNT	624	17	0	0	0	0.00%	9,642	152	2	0.6	279	0.02%	↑1517.8%	↑623.8%	↑100.0%	↓52.7%	↓76.4%	↓0.15pp	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	4	1	0	0	0	0.00%	100	6	0	0	0	0.00%	↑20.5%	↓14.3%	-	-	-	0.00pp	-	-
TM	TTL	4,256	84	2	3.4	1,720	0.05%	57,291	1,009	26	23.3	895	0.05%	↑69.6%	↑41.3%	↑225.0%	↑1404.7%	↑363.0%	↑0.02pp	48.0	48.5%

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 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. = 9월 1일~9월 13일 Net GMV입니다.

全产品 SKU 实绩详细전 제품 SKU 실적 상세

Unit: RMB / 단위: RMB(9/13 Daily · 09/01-09/13 MTD · vs 08/01-08/13 · Showing 79 models with sales) (9/13 당일 · 09/01-09/13 누계 · 대비 08/01-08/13 · 판매 발생 79개 모델)

Product	Model	专供 전용	9/13 Daily9/13 당일						Sep MTD Sep 1 - Sep 139월 1일~9월 13일 누계						Aug. MTD Aug. 1 - Aug. 138월 1일~8월 13일 누계						vs Aug. Same Period Aug. 1 - Aug. 138월 1일~8월 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	S3GHM	O	745	29	1	8,949	8,949	0.1%	10,192	335	13	121,405	9,339	0.1%	6,710	255	3	26,999	9,000	0.0%	↑51.9%	↑31.4%	↑333.3%	↑349.7%	↑3.8%	↑0.1pp
WM	FCY90M2P	-	283	15	3	5,647	1,882	1.1%	2,743	196	47	101,729	2,164	1.7%	2,145	55	11	20,569	1,870	0.5%	↑27.9%	↑256.4%	↑327.3%	↑394.6%	↑15.8%	↑1.2pp
WM	SC5GMR80H	-	638	19	1	21,190	21,190	0.2%	3,688	229	5	97,838	19,568	0.1%	3,076	125	4	79,996	19,999	0.1%	↑19.9%	↑83.2%	↑25.0%	↑22.3%	↓2.2%	0.0pp
WM	FCY10Y4M	O	696	17	1	50	50	0.1%	15,769	304	57	93,500	1,640	0.4%	9,932	181	49	88,476	1,806	0.5%	↑58.8%	↑68.0%	↑16.3%	↑5.7%	↓9.2%	↓0.1pp
WM	FCY10R4M	O	274	18	2	5,040	2,520	0.7%	4,915	202	42	87,180	2,076	0.9%	5,403	153	63	121,727	1,932	1.2%	↓9.0%	↑32.0%	↓33.3%	↓28.4%	↑7.4%	↓0.3pp
WM	FCY10Y4M+RH10V3MVTW	O	404	11	0	-	0	0%	6,394	161	13	78,908	6,070	0.2%	5,245	103	8	38,021	4,753	0.2%	↑21.9%	↑56.3%	↑62.5%	↑107.5%	↑27.7%	0.0pp
WM	FCV13G4W+RH10V9AV4W	-	171	9	0	-	0	0%	1,230	92	7	61,458	8,780	0.6%	2,564	83	5	35,095	7,019	0.2%	↓52.0%	↑10.8%	↑40.0%	↑75.1%	↑25.1%	↑0.4pp
WM	FCY90N2W	-	311	21	3	4,467	1,489	1.0%	2,352	155	26	45,517	1,751	1.1%	296	-20	3	150	50	1.0%	↑694.6%	↓875.0%	↑766.7%	↑30244.7%	↑3401.3%	↑0.1pp
WM	FCW12D4WA	-	78	4	1	4,478	4,478	1.3%	754	34	9	35,078	3,898	1.2%	723	13	3	12,683	4,228	0.4%	↑4.3%	↑161.5%	↑200.0%	↑176.6%	↓7.8%	↑0.8pp
WM	S3IF	-	118	7	0	-	0	0%	772	31	3	34,855	11,618	0.4%	764	34	0	-	0	0%	↑1.0%	↓8.8%	-	-	-	↑0.4pp
WM	WT1310BGA	-	29	1	0	-	0	0%	814	10	2	22,798	11,399	0.2%	1,379	3	0	-	0	0%	↓41.0%	↑233.3%	-	-	-	↑0.2pp
WM	FH12X9BCA	-	36	2	0	-	0	0%	813	17	2	22,429	11,214	0.2%	456	7	2	10,549	5,274	0.4%	↑78.3%	↑142.9%	0%	↑112.6%	↑112.6%	↓0.2pp
WM	FH12X9WCA	-	69	3	0	-	0	0%	1,427	37	2	20,301	10,150	0.1%	1,013	24	1	10,949	10,949	0.1%	↑40.9%	↑54.2%	↑100.0%	↑85.4%	↓7.3%	0.0pp
WM	FCW12Y4WA	-	216	9	0	-	0	0%	1,459	61	4	16,210	4,052	0.3%	1,001	18	1	3,695	3,695	0.1%	↑45.8%	↑238.9%	↑300.0%	↑338.7%	↑9.7%	↑0.2pp
WM	SC5MSR40	-	59	7	0	-	0	0%	1,257	61	1	15,470	15,470	0.1%	1,240	53	2	32,598	16,299	0.2%	↑1.4%	↑15.1%	↓50.0%	↓52.5%	↓5.1%	↓0.1pp
WM	DH12X4WC2	-	18	2	0	-	0	0%	299	24	2	13,923	6,962	0.7%	595	11	1	6,943	6,943	0.2%	↓49.7%	↑118.2%	↑100.0%	↑100.5%	↑0.3%	↑0.5pp
WM	RH10V3MVTW	-	9	3	0	-	0	0%	311	16	4	13,115	3,279	1.3%	605	4	0	-	0	0%	↓48.6%	↑300.0%	-	-	-	↑1.3pp
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	-	89	6	0	-	0	0%	1,099	95	2	12,224	6,112	0.2%	2,912	90	0	-	0	0%	↓62.3%	↑5.6%	-	-	-	↑0.2pp
WM	FW12X4WC2+DH12X4WC2	-	32	1	0	-	0	0%	312	20	2	11,158	5,579	0.6%	338	12	0	-	0	0%	↓7.7%	↑66.7%	-	-	-	↑0.6pp
WM	FN23WQH	-	35	1	1	10,999	10,999	2.9%	651	32	1	10,999	10,999	0.2%	732	6	1	10,999	10,999	0.1%	↓11.1%	↑433.3%	0%	0%	0%	↑0.1pp
WM	S3BF	-	24	0	0	-	0	0%	871	10	1	10,915	10,915	0.1%	528	10	0	-	0	0%	↑65.0%	0%	-	-	-	↑0.1pp
WM	RH10V9PV2WR	-	24	2	0	-	0	0%	294	19	2	10,715	5,358	0.7%	766	10	1	4,844	4,844	0.1%	↓61.6%	↑90.0%	↑100.0%	↑121.2%	↑10.6%	↑0.6pp
WM	FMY10Y4PF	O	0	0	0	-	0	0%	399	22	5	9,926	1,985	1.3%	494	31	10	19,475	1,948	2.0%	↓19.2%	↓29.0%	↓50.0%	↓49.0%	↑1.9%	↓0.7pp
WM	RH10V9AV4W	-	12	1	0	-	0	0%	126	7	2	9,747	4,874	1.6%	546	11	0	-	0	0%	↓76.9%	↓36.4%	-	-	-	↑1.6pp
WM	DH12X4SC2	-	12	1	0	-	0	0%	171	5	1	7,485	7,485	0.6%	507	6	2	14,964	7,482	0.4%	↓66.3%	↓16.7%	↓50.0%	↓50.0%	0%	↑0.2pp
WM	RH10V3AV6W	-	13	2	1	3,827	3,827	7.7%	59	4	3	6,781	2,260	5.1%	14	0	0	-	0	0%	↑321.4%	-	-	-	-	↑5.1pp
WM	FMY10Y4PF+RH10V3PV8WS	-	1	0	0	-	0	0%	709	28	1	6,341	6,341	0.1%	1,327	39	0	201	0	0%	↓46.6%	↓28.2%	-	↑3054.7%	-	↑0.1pp
WM	FY14CJ0E	-	9	0	0	-	0	0%	271	8	2	5,820	2,910	0.7%	316	3	0	-	0	0%	↓14.2%	↑166.7%	-	-	-	↑0.7pp
WM	FCW12Y4PA	-	13	0	1	50	50	7.7%	170	14	2	3,981	1,990	1.2%	170	6	2	4,047	2,024	1.2%	0%	↑133.3%	0%	↓1.6%	↓1.6%	0.0pp
WM	FY10EK2E	-	12	1	1	4,096	4,096	8.3%	231	9	0	487	0	0%	224	6	0	-	0	0%	↑3.1%	↑50.0%	-	-	-	0.0pp
WM	FMW10Y4WA	-	14	0	0	-	0	0%	307	13	0	172	0	0%	1,020	28	4	11,158	2,790	0.4%	↓69.9%	↓53.6%	↓100.0%	↓98.5%	↓100.0%	↓0.4pp
Ref	F544MMB95D	-	261	8	0	-	0	0%	2,744	112	7	70,457	10,065	0.3%	4,288	83	4	38,376	9,594	0.1%	↓36.0%	↑34.9%	↑75.0%	↑83.6%	↑4.9%	↑0.2pp
Ref	F664MPY88D	-	59	4	0	-	0	0%	1,162	54	4	60,620	15,155	0.3%	911	15	0	-	0	0%	↑27.6%	↑260.0%	-	-	-	↑0.3pp
Ref	F544MEH62D	-	210	10	0	-	0	0%	2,650	93	5	35,828	7,166	0.2%	8,456	200	4	14,003	3,501	0.0%	↓68.7%	↓53.5%	↑25.0%	↑155.9%	↑104.7%	↑0.2pp
Ref	S674MEG11D	-	408	14	2	9,187	4,594	0.5%	4,892	136	8	32,620	4,078	0.2%	987	16	3	4,834	1,611	0.3%	↑395.6%	↑750.0%	↑166.7%	↑574.8%	↑153.1%	↓0.1pp
Ref	F544MEP62D	-	77	5	0	-	0	0%	888	49	4	29,087	7,272	0.5%	971	29	3	19,633	6,544	0.3%	↓8.5%	↑69.0%	↑33.3%	↑48.2%	↑11.1%	↑0.2pp
Ref	S653MWW87D	-	59	1	0	-	0	0%	999	38	2	20,282	10,141	0.2%	1,409	29	2	20,007	10,004	0.1%	↓29.1%	↑31.0%	0%	↑1.4%	↑1.4%	↑0.1pp
Ref	S653MPY33D	-	57	4	1	6,544	6,544	1.8%	304	27	2	13,089	6,544	0.7%	796	11	1	8,998	8,998	0.1%	↓61.8%	↑145.5%	↑100.0%	↑45.5%	↓27.3%	↑0.6pp
Ref	S674MPY11D	-	187	9	0	-	0	0%	2,248	85	3	10,010	3,337	0.1%	686	10	4	5,178	1,294	0.6%	↑227.7%	↑750.0%	↓25.0%	↑93.3%	↑157.8%	↓0.5pp
Ref	F544MEH85D	-	10	0	0	-	0	0%	1,694	33	1	9,789	9,789	0.1%	1,637	35	-1	-9,698	0	-0.1%	↑3.5%	↓5.7%	↓200.0%	↓200.9%	-	↑0.2pp
TV	65QNED82BCA	O	907	19	0	-	0	0%	12,244	271	17	67,064	3,945	0.1%	9,918	144	10	26,917	2,692	0.1%	↑23.5%	↑88.2%	↑70.0%	↑149.2%	↑46.6%	0.0pp
TV	OLED55C6PCA	-	114	6	0	-	0	0%	1,385	58	9	61,214	6,802	0.6%	1,750	40	-1	-7,904	0	-0.1%	↓20.9%	↑45.0%	↓1000.0%	↓874.5%	-	↑0.7pp
TV	OLED55G6PCA	-	178	4	0	-	0	0%	2,458	46	5	43,701	8,740	0.2%	4,212	85	3	32,987	10,996	0.1%	↓41.6%	↓45.9%	↑66.7%	↑32.5%	↓20.5%	↑0.1pp
TV	OLED48C6PCA	-	247	3	0	-	0	0%	3,021	64	6	39,334	6,556	0.2%	3,751	54	7	39,819	5,688	0.2%	↓19.5%	↑18.5%	↓14.3%	↓1.2%	↑15.2%	0.0pp
TV	86QNED85BCA	-	1,315	12	0	-	0	0%	9,049	81	4	36,422	9,106	0.0%	1,287	21	4	28,282	7,070	0.3%	↑603.1%	↑285.7%	0%	↑28.8%	↑28.8%	↓0.3pp
TV	75QNED85BCA	-	111	4	0	-	0	0%	1,409	49	5	35,844	7,169	0.4%	2,150	32	7	50,914	7,273	0.3%	↓34.5%	↑53.1%	↓28.6%	↓29.6%	↓1.4%	↑0.1pp
TV	75QNED82BCA	O	224	8	0	-	0	0%	2,836	104	6	35,831	5,972	0.2%	3,062	67	5	30,418	6,084	0.2%	↓7.4%	↑55.2%	↑20.0%	↑17.8%	↓1.8%	0.0pp
TV	65QNED85BCA	-	248	6	0	-	0	0%	2,835	84	10	31,659	3,166	0.4%	211	-3	0	-	0	0%	↑1243.6%	↓2900.0%	-	-	-	↑0.4pp
TV	85QNED82BCA	O	129	3	0	-	0	0%	1,724	75	3	24,042	8,014	0.2%	3,564	60	1	8,005	8,005	0.0%	↓51.6%	↑25.0%	↑200.0%	↑200.3%	↑0.1%	↑0.2pp
TV	OLED42C6PCA	-	125	3	0	-	0	0%	1,237	45	3	18,237	6,079	0.2%	1,229	27	1	6,099	6,099	0.1%	↑0.7%	↑66.7%	↑200.0%	↑199.0%	↓0.3%	↑0.1pp
TV	OLED77B6PCA	-	48	0	0	-	0	0%	545	16	1	14,499	14,499	0.2%	1,211	16	1	14,499	14,499	0.1%	↓55.0%	0%	0%	0%	0%	↑0.1pp
TV	OLED65C6PCA	-	137	3	0	-	0	0%	1,770	43	1	13,489	13,489	0.1%	1,916	27	0	-	0	0%	↓7.6%	↑59.3%	-	-	-	↑0.1pp
TV	65MRGB86BCA	-	110	3	1	6,407	6,407	0.9%	1,525	35	2	12,820	6,410	0.1%	2,251	35	1	5,604	5,604	0.0%	↓32.3%	0%	↑100.0%	↑128.8%	↑14.4%	↑0.1pp
TV	86MRGB86BCA	-	38	4	0	-	0	0%	496	27	1	10,449	10,449	0.2%	1,037	18	0	-	0	0%	↓52.2%	↑50.0%	-	-	-	↑0.2pp
TV	OLED65B6PCA	-	94	0	0	-	0	0%	1,717	30	1	9,499	9,499	0.1%	1,922	34	4	39,456	9,864	0.2%	↓10.7%	↓11.8%	↓75.0%	↓75.9%	↓3.7%	↓0.1pp
TV	SA-G5SN65	-	1	0	0	-	0	0%	8	45	45	8,550	190	562.5%	3	0	0	-	0	0%	↑166.7%	-	-	-	-	↑562.5pp
TV	OLED55B6PCA	-	56	1	0	-	0	0%	726	21	1	6,969	6,969	0.1%	791	20	0	-	0	0%	↓8.2%	↑5.0%	-	-	-	↑0.1pp
TV	OLED48B6PCA	-	63	0	1	5,999	5,999	1.6%	867	12	1	5,999	5,999	0.1%	1,008	21	1	5,999	5,999	0.1%	↓14.0%	↓42.9%	0%	0%	0%	0.0pp
TV	SA-G5SN55	-	0	0	0	-	0	0%	6	15	15	2,493	166	250.0%	5	0	0	-	0	0%	↑20.0%	-	-	-	-	↑250.0pp
MNT	27UP850K-W	-	468	19	1	1,899	1,899	0.2%	8,272	299	36	68,032	1,890	0.4%	1,114	58	14	27,786	1,985	1.3%	↑642.5%	↑415.5%	↑157.1%	↑144.8%	↓4.8%	↓0.9pp
MNT	27G850A-B	-	496	19	1	2,999	2,999	0.2%	7,811	181	9	26,991	2,999	0.1%	891	30	5	16,095	3,219	0.6%	↑776.7%	↑503.3%	↑80.0%	↑67.7%	↓6.8%	↓0.5pp
MNT	32GX870B-B	-	64	6	0	-	0	0%	1,521	50	3	23,797	7,932	0.2%	1,961	34	5	40,765	8,153	0.3%	↓22.4%	↑47.1%	↓40.0%	↓41.6%	↓2.7%	↓0.1pp
MNT	52G930B-B	-	66	3	0	-	0	0%	836	27	1	13,999	13,999	0.1%	677	15	1	14,274	14,274	0.1%	↑23.5%	↑80.0%	0%	↓1.9%	↓1.9%	0.0pp
MNT	27GX700A-B	-	54	1	1	3,324	3,324	1.9%	801	19	4	13,736	3,434	0.5%	570	16	0	-	0	0%	↑40.5%	↑18.8%	-	-	-	↑0.5pp
MNT	27UQ850V-W	-	30	0	0	-	0	0%	1,151	31	3	8,697	2,899	0.3%	350	9	0	-	0	0%	↑228.9%	↑244.4%	-	-	-	↑0.3pp
MNT	PU615U	O	6	0	0	-	0	0%	201	3	1	6,649	6,649	0.5%	208	1	1	6,789	6,789	0.5%	↓3.4%	↑200.0%	0%	↓2.1%	↓2.1%	0.0pp
MNT	27GX790A-B	-	21	0	0	-	0	0%	668	9	1	5,649	5,649	0.1%	329	1	0	-	0	0%	↑103.0%	↑800.0%	-	-	-	↑0.1pp
MNT	32UQ850V-W	-	17	0	0	-	0	0%	593	5	1	3,134	3,134	0.2%	269	4	2	6,398	3,199	0.7%	↑120.4%	↑25.0%	↓50.0%	↓51.0%	↓2.0%	↓0.5pp
MNT	27U711B-B	-	10	0	1	1,424	1,424	10.0%	528	0	2	2,848	1,424	0.4%	235	3	0	-	0	0%	↑124.7%	↓100.0%	-	-	-	↑0.4pp
MNT	27G610A-B	-	72	4	0	-	0	0%	438	19	2	2,278	1,139	0.5%	21	-3	0	-	0	0%	↑1985.7%	↓733.3%	-	-	-	↑0.5pp
MNT	27U730B-B	-	9	0	0	-	0	0%	251	2	1	1,699	1,699	0.4%	0	0	0	-	0	0%	-	-	-	-	-	↑0.4pp
MNT	27G64NA-B	-	15	2	0	-	0	0%	242	14	1	1,399	1,399	0.4%	1,316	47	9	12,591	1,399	0.7%	↓81.6%	↓70.2%	↓88.9%	↓88.9%	0%	↓0.3pp
MNT	24G411B-B	-	11	1	0	-	0	0%	965	18	1	649	649	0.1%	473	3	2	1,265	632	0.4%	↑104.0%	↑500.0%	↓50.0%	↓48.7%	↑2.6%	↓0.3pp
MNT	27GM950B-B	-	48	4	0	-	0	0%	793	23	0	399	0	0%	643	4	0	-	0	0%	↑23.3%	↑475.0%	-	-	-	0.0pp
MNT	27G411B-B	-	6	0	0	-	0	0%	360	8	0	50	0	0%	399	2	0	-	0	0%	↓9.8%	↑300.0%	-	-	-	0.0pp
PC	16Z90U-K.ALB8C	-	11	0	0	-	0	0%	524	2	1	14,249	14,249	0.2%	221	-1	-1	-14,924	0	-0.5%	↑137.1%	↓300.0%	↓200.0%	↓195.5%	-	↑0.7pp
A/P	AS60GHWZ0	O	12	1	0	-	0	0%	349	12	1	1,673	1,673	0.3%	1,720	24	2	3,398	1,699	0.1%	↓79.7%	↓50.0%	↓50.0%	↓50.8%	↓1.5%	↑0.2pp
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 (09/01-09/13) vs 前月同期 (08/01-08/13) · Unit: K RMB / 단위: K RMB

Product	Model	Sep MTD Sep 1 - Sep 139월 1일~9월 13일 누계			Aug. MTD Aug. 1 - Aug. 138월 1일~8월 13일 누계			vs Aug. Same Period Aug. 1 - Aug. 138월 1일~8월 13일 대비
Product	Model	LG.COM	JD	TM	LG.COM	JD	TM	LG.COM	JD	TM
W/M	S3GHM	8	72	41	-	27	-	NEW	↑166.7%	NEW
	FCY90M2P	-	96	6	-	21	-	-	↑366.5%	NEW
	SC5GMR80H	17	42	38	-	80	-	NEW	↓47.4%	NEW
	FCY10Y4M	7	78	8	-	83	6	NEW	↓5.5%	↑45.5%
	FCY10R4M	4	77	6	2	117	3	↑100.0%	↓33.8%	↑100.0%
	FCY10Y4M+RH10V3MVTW	-	71	8	-	38	-	-	↑87.6%	NEW
	FCV13G4W+RH10V9AV4W	-	62	-	-	35	-	-	↑75.2%	-
	FCY90N2W	-	46	-	-	0	-	-	↑45400.0%	-
	FCW12D4WA	-	31	4	-	13	-	-	↑144.1%	NEW
	S3IF	-	35	-	-	-	-	-	NEW	-
REF	F544MMB95D	58	13	-	38	-	-	↑50.0%	NEW	-
	F664MPY88D	27	34	-	-	-	-	NEW	NEW	-
	F544MEH62D	13	16	7	6	15	-	↑101.5%	↑6.0%	NEW
	S674MEG11D	-	20	13	-	5	-	-	↑314.6%	NEW
	F544MEP62D	13	16	-	20	-	-	↓33.2%	NEW	-
	S653MWW87D	-	20	-	-	20	-	-	↑1.5%	-
	S653MPY33D	13	-	-	-	9	-	NEW	-	-
	S674MPY11D	-	10	-	-	5	-	-	↑92.3%	-
	F544MEH85D	-	10	-	-	-	-	-	NEW	-
	F554GBBV3B	-	-	-	-	-	-	-	-	-
LTV	65QNED82BCA	-	49	18	4	22	1	-	↑121.5%	↑2100.0%
	OLED55C6PCA	-	61	-	-	-	-	-	NEW	-
	OLED55G6PCA	-	44	-	-	33	-	-	↑32.4%	-
	OLED48C6PCA	-	39	-	-	40	-	-	↓1.3%	-
	86QNED85BCA	-	36	-	9	19	-	-	↑87.6%	-
	75QNED85BCA	7	29	-	7	44	-	0.0%	↓34.0%	-
	75QNED82BCA	-	30	6	-	24	6	-	↑25.4%	↓9.4%
	65QNED85BCA	5	27	-	-	-	-	NEW	NEW	-
	85QNED82BCA	-	24	-	-	8	-	-	↑200.0%	-
	OLED42C6PCA	-	18	-	-	6	-	-	↑198.4%	-
MNT	27UP850K-W	4	61	4	4	24	-	↓5.3%	↑152.9%	NEW
	27G850A-B	3	24	-	-	16	-	NEW	↑49.1%	-
	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	-	-
	16Z90SP-K.AL78C	-	-	-	-	-	-	-	-	-
	16Z90SP-K.AL87C	-	-	-	-	-	-	-	-	-
	16Z90TP-G.AL87C	-	-	-	-	-	-	-	-	-
	16Z90TR-E.AL88C	-	-	-	-	-	-	-	-	-
	16Z90U-G.AL87C	-	-	-	-	-	-	-	-	-
	16Z90U-K.ALB7C	-	-	-	-	15	-	-	-	-
	16Z90U-K.ALB9C	-	-	-	-	-	-	-	-	-
	17Z90TR-E.AL88C	-	-	-	-	-	-	-	-	-
	17Z90U-G.AL87C	-	-	-	-	-	-	-	-	-
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：MTD 287.9K 略超时间进度】截至9/13（数据窗口共13天，已越过月中点），MTD累计GMV 287.9K USD，月度达成率 43.9%，对应时间进度 43.3%，整体以0.6pp微弱领先时间轴，节奏基本健康。环比上月同期 +8.2%，大盘延续温和增长。但近5日日均19.6K USD较前8日23.8K USD回落18%，后半月动能放缓；按当前节奏9月末预估达成约95%，缺口需靠促销加码与长尾补位填补。

2.【渠道格局：TM以48.5%反超JD领跑达成】JD仍是GMV绝对核心，贡献 224.2K USD（占77.9%），达成率 45.8%。但按达成率看，TM以 48.5% 反超JD（45.8%）与LG.COM（34.3%）领跑。TM虽体量仅 23.3K（占8.1%），却处新店爬坡期，UV环比+69.6%、GMV环比+1404.7%，增长势能最强。建议持续扩充上架与搜索排名，把流量势能转化为稳定成交。

3.【品类亮点：REF环比+64.7%领跑增长】REF（冰箱）MTD 41.7K USD，环比上月同期 +64.7%（25.3K→41.7K），进度已达 63.6%（目标65.5K），是本月结构性最强增量。分渠道看JD REF +82.1%、LG.COM REF +20.6%，增长由JD主力驱动。高ASP（JD ASP 1140.6 USD）下转化稳健，建议保住JD资源位、复制至TM与LG.COM，巩固全年冰箱旺季势能。

4.【WM回暖：环比+2.0%脱离陷阱区间】WM（洗烘）MTD 148.0K USD，环比上月同期 +2.0%（145.1K→148.0K），进度 57.1%，已从上轮集中度陷阱中恢复，本轮回合不再触发陷阱预警。增长由JD WM +41.4% 与 TM WM +3954.9% 拉动，LG.COM WM 仍 -81.0% 拖累。TOP5型号全部为WM，头部集中度高，建议拓宽中腰部型号以防单点依赖。

5.【集中度陷阱：MNT头部增、长尾塌】MNT（显示器）触发集中度陷阱：TOP10型号 +9.1K，但品类总量 -3.2K、长尾 -12.2K，头部增长掩盖整体收缩（MTD 25.0K，环比-11.3%）。典型头部增、中长尾塌结构，单点依赖风险高。建议立即补位长尾型号、推套餐组合（显示器+PC）、扩大搜索词覆盖，降低对少数爆款的依赖，避免品类被头部波动绑架。

6.【LG.COM滞后：达成率仅34.3%垫底】LG.COM MTD 40.4K USD，达成率仅 34.3%，三渠道最低，且环比上月同期 -52.9%。结构上WM -81.0%、MNT -45.0%、TV -4.7% 全面走弱，仅REF +20.6% 支撑。高CVR（0.44）却GMV腰斩，核心在UV流失（环比-10.0%）与ASP从873.7降至391.8。建议重启引流、修复专供型号页面与促销资源倾斜，先止住GMV下滑。

7.【流量效率：UV增速超GMV，转化承压】全渠道UV环比 +15.8%，GMV仅 +8.2%，流量增速明显快于成交，转化效率承压。整体CVR 0.27%（较上月同期+0.03pp），ASP由685.8降至571.1 USD，量增价跌。高ASP品类尤需关注：PC ASP 2107.8、REF ASP 1157.9 的详情页转化漏斗。建议优化落地页与客单价策略，把新增流量切实转为订单。

8.【TV进度偏低：JD扛量但达成落后】TV MTD 70.7K USD，环比 +5.5%，但进度仅 28.0%（目标252.5K），是主力品类中达成最慢的一项，后半月需大幅提速。JD TV +2.7% 平稳、LG.COM TV -4.7%、TM TV +222.4%（基数低）。转化洼地集中在86QNED85BCA（UV 9049、CVR 0.0%）等高流量低转化型号，建议针对性优化页面与定价，释放TV潜能。

9.【尾部品类：A/P腰斩、PC基数极小】A/P（空调小家电）MTD 0.2K USD，环比 -50.7%，且UV环比-79.7%，属典型收缩；虽体量微小，仍建议排查listing质量与库存节奏。PC MTD 2.1K，环比+18901.3% 仅为低基数反弹（上月近0），进度已93.3%。两品类对大盘影响有限，重点是保PC专供转化、对A/P做止损或选品收缩，不占用核心资源。

1.9/13 기준(데이터 윈도우 13일, 월 중반 경과) MTD 누적 GMV 287.9K USD, 월 달성률 43.9%, 경과율 43.3%로 시간 축을 0.6pp 소폭 상회하며 리듬은 기본적으로 건전. 전월 동기 대비 +8.2%로 완만한 성장 지속. 단 최근 5일 일평균 19.6K USD가 이전 8일 23.8K USD 대비 18% 둔화되어 후반 모멘텀 약화. 현재 추세 기준 9월말 예상 달성률 약 95%, 부족분은 프로모션 가속과 롱테일 보완으로 메워야 함.

2.JD는 여전히 GMV 절대 핵심으로 224.2K USD(점유율 77.9%) 기여, 달성률 45.8%. 다만 달성률 기준으로는 TM이 48.5%로 JD(45.8%)와 LG.COM(34.3%)을 역전하며 선두. TM은 규모가 23.3K(8.1%)에 불과하나 신규 스토어 램프업 단계로 UV 전월 대비 +69.6%, GMV +1404.7%의 최강 성장 모멘텀. 등록 확대와 검색 순위 최적화로 트래픽 모멘텀을 안정적 거래로 전환할 것.

3.REF(냉장고) MTD 41.7K USD, 전월 동기 대비 +64.7%(25.3K→41.7K), 진도율 63.6%(목표 65.5K)로 금월 구조적으로 가장 강한 증분. 채널별로 JD REF +82.1%, LG.COM REF +20.6%로 성장은 JD가 주도. 고ASP(JD ASP 1140.6 USD) 환경에서도 전환은 안정적. JD 리소스 위치를 방어하고 TM·LG.COM으로 성공 패턴을 복제하여 연내 냉장고 성수기 모멘텀을 공고히하는 한편, 재고 가용성도 선제 점검할 것.

4.WM(세탁건조) MTD 148.0K USD, 전월 동기 대비 +2.0%(145.1K→148.0K), 진도율 57.1%로 직전 라운드 집중도 함정에서 회복하여 금회 트랩 경보 미발생. 성장은 JD WM +41.4%와 TM WM +3954.9%가 견인, LG.COM WM은 -81.0%로 발목. TOP5 모델이 모두 WM로头部 집중도 높음. 중위권 모델을 확장하여 단일 지점 의존 리스크를 낮출 것.

5.MNT(모니터) 집중도 함정 발생: TOP10 모델 +9.1K, 그러나 카테고리 총량 -3.2K, 장기 하위 -12.2K로 상위 증가가 전체 축소를 은폐(MTD 25.0K, 전월 대비 -11.3%). 전형적 '상위 증가·중하위 붕괴' 구조로 단일 지점 의존 리스크 높음. 중하위 모델 보완, 세트 구성(모니터+PC) 추진, 검색어 커버리지 확대로 소수 베스트셀러 의존을 낮추고 카테고리가头部 변동에 휘둘리지 않도록 할 것.

6.LG.COM MTD 40.4K USD, 달성률 34.3%로 3채널 최저, 전월 동기 대비 -52.9%. 구조상 WM -81.0%, MNT -45.0%, TV -4.7%가 일제히 약화, REF +20.6%만 지탱. 높은 CVR(0.44)임에도 GMV가 반토막 난 것은 UV 유실(전월 대비 -10.0%)과 ASP 873.7→391.8 하락이 핵심. 유입 재가동, 전용 모델 페이지 복구와 프로모션 리소스 집중으로 우선 GMV 하락을 멈출 것.

7.전 채널 UV 전월 동기 대비 +15.8%, GMV는 +8.2%에 불과해 트래픽 증가율이 거래를 크게 상회, 전환 효율 압박. 전체 CVR 0.27%(전월 동기 +0.03pp), ASP는 685.8에서 571.1 USD로량증가가격하락. 고ASP 카테고리 특히 PC ASP 2107.8, REF ASP 1157.9의 상세페이지 전환 퍼널 점검 필요. 랜딩 페이지와 객단가 전략을 최적화하여 신규 트래픽을 실제 주문으로 전환할 것.

8.TV MTD 70.7K USD, 전월 대비 +5.5%이나 진도율은 28.0%(목표 252.5K)로 주력 카테고리 중 달성 가장 느려 후반 대폭 가속 필요. JD TV +2.7% 안정, LG.COM TV -4.7%, TM TV +222.4%(기저 낮음). 전환 부진은 86QNED85BCA(UV 9049, CVR 0.0%) 등 고트래픽·저전환 모델에 집중되어 있음. 해당 모델의 페이지 콘텐츠와 가격을 표적 최적화하여 TV 잠재력을 방출하고 진도율 격차를 메울 것.

9.A/P(에어컨·소형가전) MTD 0.2K USD, 전월 대비 -50.7%이며 UV도 -79.7%로 전형적 축소. 규모는 미미하나 리스팅 품질과 재고 리듬 점검 권장. PC MTD 2.1K, 전월 대비 +18901.3%는 전월 근제로의 저기저 반등(진도율 93.3%). 양 카테고리 모두 대국 영향 제한적. PC 전용 전환 유지, A/P는 손절 또는 셀렉션 축소로 핵심 리소스를 점유하지 않도록 할 것.