LGECH D2C Daily Report

업데이트: 2026-08-24

Channel × Product Performance · Period 08/01 - 08/23 · Unit: K USD · Rate: ¥6.78/USD · Net GMV = GMV - Cancel

Today Net GMV당일 Net GMV (2026-08-23 당일)26.8 K USD

MTD Net GMV월 누계 Net GMV (08/01 - 08/23)445.1 K USD

Net GMV Target AchievementGMV 목표 달성률72.9%445.1 / 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.COM101Net GMV K USDProg.

78.0%

Retail JD338Net GMV K USDProg.

78.8%

Retail TM6Net GMV K USDProg.

11.9%

W/M214

前月同期 183 K USD전월 동기

↑17.2%

REF50

前月同期 66 K USD전월 동기

↓25.5%

LTV130

前月同期 104 K USD전월 동기

↑24.8%

MNT51

前月同期 46 K USD전월 동기

↑11.3%

PC0

前月同期 2 K USD전월 동기

↓99.5%

A/P1

前月同期 0 K USD전월 동기

↑335.3%

产品别 Traffic & GMV 分析 (by Channel)제품별 유입 및 GMV 분석 (채널별)

8/23 Daily · Aug MTD · vs Jul. Same Period · Net GMV Unit: K USD · ASP Unit: USD/EA 8/23 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	8/23 Daily8/23 당일						Aug MTD Aug 1 - Aug 238월 1일~8월 23일 누계						vs Jul. Same Period Jul. 1 - Jul. 237월 1일~7월 23일 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	3,563	198	19	9.5	501	0.53%	106,720	3,443	394	214.0	543	0.37%	↓2.7%	↓21.2%	↑3.7%	↑17.2%	↑13.0%	↑0.02pp	237.1	90.2%
D2C	REF	1,788	78	3	2.6	856	0.17%	35,153	1,003	45	49.6	1,101	0.13%	↓3.8%	↓23.3%	↓31.8%	↓25.5%	↑9.3%	↓0.05pp	72.1	68.7%
D2C	LTV	4,271	134	8	11.2	1,396	0.19%	95,969	2,193	109	129.6	1,189	0.11%	↑32.0%	↓8.6%	0%	↑24.8%	↑24.8%	↓0.04pp	237.7	54.5%
D2C	MNT	1,789	56	3	3.2	1,080	0.17%	39,590	908	95	50.8	535	0.24%	↑91.8%	↑6.0%	↑72.7%	↑11.3%	↓35.6%	↓0.03pp	58.2	87.3%
D2C	PC	5	0	0	0	0	0.00%	1,496	7	0	0	0	0.00%	↑91.5%	↓58.8%	↓100.0%	↓99.5%	↓100.0%	↓0.13pp	4.4	0.2%
D2C	A/P	18	1	1	0.3	295	5.56%	1,989	37	4	1.1	273	0.20%	↓32.0%	↑117.6%	↑300.0%	↑335.3%	↑8.8%	↑0.17pp	0.6	193.0%
D2C	TTL	11,434	467	34	26.8	788	0.30%	280,917	7,591	647	445.0	688	0.23%	↑15.5%	↓15.4%	↑5.7%	↑11.0%	↑5.0%	↓0.02pp	610.1	72.9%
LG.COM	W/M	54	0	0	0	0	0.00%	14,755	91	74	59.4	802	0.50%	↑18.5%	↑21.3%	↑236.4%	↑151.8%	↓25.1%	↑0.32pp	58.4	101.6%
LG.COM	REF	42	0	0	0	0	0.00%	4,305	6	15	20.3	1,353	0.35%	↓8.6%	↓77.8%	↓37.5%	↓35.0%	↑4.0%	↓0.16pp	19.6	103.5%
LG.COM	LTV	59	0	1	1.0	1,023	1.69%	7,576	37	12	14.4	1,200	0.16%	↑95.2%	↑42.3%	↑33.3%	↑100.3%	↑50.2%	↓0.07pp	41.9	34.4%
LG.COM	MNT	53	1	1	1.8	1,751	1.89%	12,720	44	12	7.1	593	0.09%	↑253.3%	↓57.3%	↓25.0%	↓58.9%	↓45.2%	↓0.35pp	9.8	72.5%
LG.COM	PC	2	0	0	0	0	0.00%	1,356	9	0	0	0	0.00%	↑141.7%	↑28.6%	↓100.0%	↓100.0%	↓100.0%	↓0.18pp	-	-
LG.COM	A/P	3	0	0	0	0	0.00%	700	0	0	0	0	0.00%	↓74.2%	↓100.0%	-	-	-	0.00pp	-	-
LG.COM	TTL	213	1	2	2.8	1,387	0.94%	41,412	187	113	101.2	895	0.27%	↑48.4%	↓22.1%	↑56.9%	↑24.3%	↓20.8%	↑0.01pp	129.7	78.0%
JD	W/M	2,510	163	19	9.5	501	0.76%	66,154	2,706	308	151.1	490	0.47%	↓6.6%	↓25.4%	↓8.1%	↑8.1%	↑17.6%	↓0.01pp	146.3	103.3%
JD	REF	1,727	78	3	2.6	856	0.17%	23,321	827	30	30.4	1,012	0.13%	↓6.8%	↓23.8%	↓28.6%	↓13.9%	↑20.6%	↓0.04pp	48.1	63.1%
JD	LTV	3,636	125	7	10.1	1,450	0.19%	74,026	1,922	92	112.6	1,224	0.12%	↑29.9%	↓8.0%	↓1.1%	↑22.5%	↑23.8%	↓0.04pp	182.6	61.7%
JD	MNT	1,016	47	2	1.5	745	0.20%	22,535	814	82	42.5	519	0.36%	↑32.3%	↑8.0%	↑110.3%	↑50.0%	↓28.6%	↑0.13pp	46.3	91.8%
JD	PC	3	0	0	0	0	0.00%	140	-2	0	0	0	0.00%	↓36.4%	↓120.0%	-	-	-	0.00pp	4.4	0.2%
JD	A/P	10	1	1	0.3	295	10.00%	1,161	26	4	1.1	273	0.34%	↑668.9%	↑100.0%	↑300.0%	↑335.3%	↑8.8%	↓0.32pp	0.6	193.0%
JD	TTL	8,902	414	32	24.0	750	0.36%	187,337	6,293	516	337.7	654	0.28%	↑10.1%	↓17.0%	↑1.2%	↑14.3%	↑13.0%	↓0.02pp	428.3	78.8%
TM	W/M	999	35	0	0	0	0.00%	25,811	646	12	3.5	293	0.05%	↓2.4%	↓3.3%	↓47.8%	↓81.8%	↓65.1%	↓0.04pp	32.4	10.9%
TM	REF	19	0	0	0	0	0.00%	7,527	170	0	-1.1	0	0.00%	↑10.3%	↓12.8%	-	-	-	0.00pp	4.4	-25.1%
TM	LTV	576	9	0	0	0	0.00%	14,367	234	5	2.6	517	0.03%	↑21.5%	↓17.9%	↓28.6%	↓45.3%	↓23.4%	↓0.02pp	13.2	19.5%
TM	MNT	720	8	0	0	0	0.00%	4,335	50	1	1.2	1,175	0.02%	↑23983.3%	-	-	-	-	↑0.02pp	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%	128	11	0	0	0	0.00%	↑106.5%	↑450.0%	-	-	-	0.00pp	-	-
TM	TTL	2,319	52	0	0	0	0.00%	52,168	1,111	18	6.2	343	0.03%	↑15.5%	↓3.4%	↓40.0%	↓74.3%	↓57.2%	↓0.03pp	52.1	11.9%

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 23 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 23일 Net GMV입니다.

全产品 SKU 实绩详细전 제품 SKU 실적 상세

Unit: RMB / 단위: RMB(8/23 Daily · 08/01-08/23 MTD · vs 07/01-07/23 · Showing 86 models with sales) (8/23 당일 · 08/01-08/23 누계 · 대비 07/01-07/23 · 판매 발생 86개 모델)

Product	Model	专供 전용	8/23 Daily8/23 당일						Aug MTD Aug 1 - Aug 238월 1일~8월 23일 누계						Jul. MTD Jul. 1 - Jul. 237월 1일~7월 23일 누계						vs Jul. Same Period Jul. 1 - Jul. 237월 1일~7월 23일 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	527	28	5	9,938	1,988	0.9%	10,731	399	97	183,119	1,888	0.9%	7,798	428	98	180,993	1,847	1.3%	↑37.6%	↓6.8%	↓1.0%	↑1.2%	↑2.2%	↓0.4pp
WM	SC5GMR80H	-	202	13	0	-	0	0%	4,658	228	7	138,740	19,820	0.2%	4,547	252	3	57,382	19,127	0.1%	↑2.4%	↓9.5%	↑133.3%	↑141.8%	↑3.6%	↑0.1pp
WM	FCY10Y4M	O	565	23	3	6,834	2,278	0.5%	15,629	363	71	125,802	1,772	0.5%	9,001	350	62	100,337	1,618	0.7%	↑73.6%	↑3.7%	↑14.5%	↑25.4%	↑9.5%	↓0.2pp
WM	FCY10Y4M+RH10V3MVTW	O	173	14	1	6,499	6,499	0.6%	8,052	174	15	79,215	5,281	0.2%	15,975	361	11	67,808	6,164	0.1%	↓49.6%	↓51.8%	↑36.4%	↑16.8%	↓14.3%	↑0.1pp
WM	FCY90N2W	-	283	14	4	2,426	606	1.4%	2,595	123	33	57,148	1,732	1.3%	9,516	407	77	119,089	1,547	0.8%	↓72.7%	↓69.8%	↓57.1%	↓52.0%	↑12.0%	↑0.5pp
WM	SC5MBR80H	O	294	29	0	-	0	0%	5,577	230	2	38,113	19,056	0.0%	9,873	314	8	145,040	18,130	0.1%	↓43.5%	↓26.8%	↓75.0%	↓73.7%	↑5.1%	↓0.1pp
WM	S3GHM	O	302	17	0	-	0	0%	11,056	420	4	37,998	9,500	0.0%	8,713	301	12	112,546	9,379	0.1%	↑26.9%	↑39.5%	↓66.7%	↓66.2%	↑1.3%	↓0.1pp
WM	FCV13G4W+RH10V9AV4W	-	114	2	0	-	0	0%	4,132	167	5	35,537	7,107	0.1%	3,558	168	1	8,789	8,789	0.0%	↑16.1%	↓0.6%	↑400.0%	↑304.3%	↓19.1%	↑0.1pp
WM	FCY90M2P	-	128	8	1	2,906	2,906	0.8%	4,205	165	18	33,560	1,864	0.4%	2,826	249	32	63,574	1,987	1.1%	↑48.8%	↓33.7%	↓43.8%	↓47.2%	↓6.2%	↓0.7pp
WM	SC5MSR40	-	65	8	0	-	0	0%	1,854	84	2	32,598	16,299	0.1%	3,072	148	1	18,399	18,399	0.0%	↓39.6%	↓43.2%	↑100.0%	↑77.2%	↓11.4%	↑0.1pp
WM	FH12X9WCA	-	28	0	0	-	0	0%	1,736	46	3	29,967	9,989	0.2%	765	39	3	20,748	6,916	0.4%	↑126.9%	↑17.9%	0%	↑44.4%	↑44.4%	↓0.2pp
WM	DH12X4SC2	-	13	0	1	7,480	7,480	7.7%	768	13	4	29,932	7,483	0.5%	109	6	0	-	0	0%	↑604.6%	↑116.7%	-	-	-	↑0.5pp
WM	FMY10Y4PF	O	47	4	0	-	0	0%	971	55	13	24,689	1,899	1.3%	1,386	62	9	14,319	1,591	0.6%	↓29.9%	↓11.3%	↑44.4%	↑72.4%	↑19.4%	↑0.7pp
WM	FN23BQH	-	46	0	0	-	0	0%	1,772	45	2	23,998	11,999	0.1%	3,168	107	1	1,434	1,434	0.0%	↓44.1%	↓57.9%	↑100.0%	↑1573.5%	↑736.8%	↑0.1pp
WM	FCW12Y4WA	-	102	3	0	-	0	0%	2,493	56	6	22,969	3,828	0.2%	1,681	56	5	10,755	2,151	0.3%	↑48.3%	0%	↑20.0%	↑113.6%	↑78.0%	↓0.1pp
WM	S3IF	-	37	2	1	10,420	10,420	2.7%	1,254	54	2	19,727	9,864	0.2%	1,186	57	4	37,181	9,295	0.3%	↑5.7%	↓5.3%	↓50.0%	↓46.9%	↑6.1%	↓0.1pp
WM	FMW10Y4WA	-	37	5	0	-	0	0%	1,801	61	6	16,858	2,810	0.3%	1,348	82	5	6,091	1,218	0.4%	↑33.6%	↓25.6%	↑20.0%	↑176.8%	↑130.6%	↓0.1pp
WM	FCW12D4WA	-	38	1	0	-	0	0%	1,305	38	6	16,800	2,800	0.5%	955	59	10	38,333	3,833	1.0%	↑36.6%	↓35.6%	↓40.0%	↓56.2%	↓27.0%	↓0.5pp
WM	DH12X4WC2	-	21	1	0	-	0	0%	920	28	2	13,917	6,958	0.2%	253	10	1	6,969	6,969	0.4%	↑263.6%	↑180.0%	↑100.0%	↑99.7%	↓0.2%	↓0.2pp
WM	RH10V9AV4W	-	5	1	0	-	0	0%	715	14	2	11,666	5,833	0.3%	137	13	0	-	0	0%	↑421.9%	↑7.7%	-	-	-	↑0.3pp
WM	FN23WQH	-	34	0	0	-	0	0%	1,324	23	1	10,999	10,999	0.1%	1,049	57	2	20,898	10,449	0.2%	↑26.2%	↓59.6%	↓50.0%	↓47.4%	↑5.3%	↓0.1pp
WM	FW12X4WC2+DH12X4WC2	-	19	0	0	-	0	0%	631	29	2	10,769	5,384	0.3%	627	28	0	-	0	0%	↑0.6%	↑3.6%	-	-	-	↑0.3pp
WM	FH12X9BCA	-	11	0	0	-	0	0%	805	19	2	10,549	5,274	0.2%	419	18	0	-	0	0%	↑92.1%	↑5.6%	-	-	-	↑0.2pp
WM	FW12X4SC2	-	10	0	0	-	0	0%	705	7	2	8,530	4,265	0.3%	373	12	1	4,274	4,274	0.3%	↑89.0%	↓41.7%	↑100.0%	↑99.6%	↓0.2%	0.0pp
WM	FCW12Y4PA	-	16	3	1	4,078	4,078	6.2%	335	21	3	8,126	2,709	0.9%	380	22	4	11,616	2,904	1.1%	↓11.8%	↓4.5%	↓25.0%	↓30.0%	↓6.7%	↓0.2pp
WM	FMW10Y4WA+RH10V9AV4W	-	66	1	1	7,308	7,308	1.5%	1,228	39	1	7,308	7,308	0.1%	2	0	0	-	0	0%	↑61300.0%	-	-	-	-	↑0.1pp
WM	FMY10Y4PF+RH10V3PV8WS	-	79	8	1	6,599	6,599	1.3%	2,444	88	1	6,800	6,800	0.0%	3,408	144	1	6,599	6,599	0.0%	↓28.3%	↓38.9%	0%	↑3.0%	↑3.0%	0.0pp
WM	RH10V3MVTW	-	16	0	0	-	0	0%	947	12	1	5,098	5,098	0.1%	748	12	0	-	0	0%	↑26.6%	0%	-	-	-	↑0.1pp
WM	RH10V9PV2WR	-	5	0	0	-	0	0%	1,073	22	1	4,844	4,844	0.1%	417	29	5	27,633	5,527	1.2%	↑157.3%	↓24.1%	↓80.0%	↓82.5%	↓12.4%	↓1.1pp
WM	FW12X4WC2	-	9	0	0	-	0	0%	821	10	1	4,737	4,737	0.1%	829	16	3	10,309	3,436	0.4%	↓1.0%	↓37.5%	↓66.7%	↓54.0%	↑37.9%	↓0.3pp
WM	FY10EK2E	-	10	0	0	-	0	0%	368	9	2	4,222	2,111	0.5%	344	19	1	3,485	3,485	0.3%	↑7.0%	↓52.6%	↑100.0%	↑21.1%	↓39.4%	↑0.2pp
WM	FCV13G4W	-	22	0	0	-	0	0%	1,946	37	1	3,674	3,674	0.1%	739	45	1	4,164	4,164	0.1%	↑163.3%	↓17.8%	0%	↓11.8%	↓11.8%	0.0pp
WM	FA12CA2C	-	17	1	0	-	0	0%	509	17	4	3,657	914	0.8%	909	40	5	29,164	5,833	0.6%	↓44.0%	↓57.5%	↓20.0%	↓87.5%	↓84.3%	↑0.2pp
Ref	F664MEH95D	-	122	3	0	-	0	0%	1,470	50	8	98,363	12,295	0.5%	699	36	5	62,980	12,596	0.7%	↑110.3%	↑38.9%	↑60.0%	↑56.2%	↓2.4%	↓0.2pp
Ref	F544MMB95D	-	344	11	0	-	0	0%	7,015	171	7	73,832	10,547	0.1%	4,813	98	9	84,874	9,430	0.2%	↑45.8%	↑74.5%	↓22.2%	↓13.0%	↑11.8%	↓0.1pp
Ref	F544MEH62D	-	208	10	1	7,504	7,504	0.5%	10,706	297	8	43,061	5,383	0.1%	9,750	323	8	49,157	6,145	0.1%	↑9.8%	↓8.0%	0%	↓12.4%	↓12.4%	0.0pp
Ref	S653MWW87D	-	159	12	0	-	0	0%	2,251	74	4	41,732	10,433	0.2%	4,517	167	3	29,494	9,831	0.1%	↓50.2%	↓55.7%	↑33.3%	↑41.5%	↑6.1%	↑0.1pp
Ref	F544MEP62D	-	121	5	0	-	0	0%	1,731	69	4	26,178	6,544	0.2%	2,562	94	4	27,632	6,908	0.2%	↓32.4%	↓26.6%	0%	↓5.3%	↓5.3%	0.0pp
Ref	S674MEG11D	-	273	14	1	4,902	4,902	0.4%	2,846	98	7	24,712	3,530	0.2%	4,722	207	13	52,600	4,046	0.3%	↓39.7%	↓52.7%	↓46.2%	↓53.0%	↓12.7%	↓0.1pp
Ref	S674MPY11D	-	76	4	1	5,002	5,002	1.3%	1,996	65	5	10,180	2,036	0.3%	2,064	102	13	46,366	3,567	0.6%	↓3.3%	↓36.3%	↓61.5%	↓78.0%	↓42.9%	↓0.3pp
Ref	S653MPY33D	-	43	0	0	-	0	0%	1,357	19	1	9,005	9,005	0.1%	1,610	41	3	19,633	6,544	0.2%	↓15.7%	↓53.7%	↓66.7%	↓54.1%	↑37.6%	↓0.1pp
Ref	F544MEH85D	-	313	11	0	-	0	0%	3,133	83	1	8,897	8,897	0.0%	3,395	117	4	36,299	9,075	0.1%	↓7.7%	↓29.1%	↓75.0%	↓75.5%	↓2.0%	↓0.1pp
TV	75QNED82BCA	O	275	11	2	12,002	6,001	0.7%	5,388	149	18	100,563	5,587	0.3%	4,989	156	11	51,014	4,638	0.2%	↑8.0%	↓4.5%	↑63.6%	↑97.1%	↑20.5%	↑0.1pp
TV	OLED77C6PCA	-	263	5	0	-	0	0%	7,278	156	5	77,950	15,590	0.1%	1,992	68	7	98,840	14,120	0.4%	↑265.4%	↑129.4%	↓28.6%	↓21.1%	↑10.4%	↓0.3pp
TV	75QNED85BCA	-	163	7	0	-	0	0%	3,658	74	10	72,271	7,227	0.3%	2,696	94	1	7,428	7,428	0.0%	↑35.7%	↓21.3%	↑900.0%	↑873.0%	↓2.7%	↑0.3pp
TV	OLED77G6PCA	-	199	10	0	-	0	0%	1,775	67	2	71,498	35,749	0.1%	1,905	103	-1	-36,499	0	-0.1%	↓6.8%	↓35.0%	↓300.0%	↓295.9%	-	↑0.2pp
TV	OLED55G6PCA	-	237	9	0	-	0	0%	7,210	161	7	64,979	9,283	0.1%	3,045	84	11	118,959	10,814	0.4%	↑136.8%	↑91.7%	↓36.4%	↓45.4%	↓14.2%	↓0.3pp
TV	65QNED82BCA	O	788	13	1	4,505	4,505	0.1%	17,040	297	18	59,159	3,287	0.1%	15,239	369	19	74,714	3,932	0.1%	↑11.8%	↓19.5%	↓5.3%	↓20.8%	↓16.4%	0.0pp
TV	OLED83C6PCA	-	78	3	1	28,499	28,499	1.3%	1,895	56	2	56,998	28,499	0.1%	2,260	88	2	56,998	28,499	0.1%	↓16.2%	↓36.4%	0%	0%	0%	0.0pp
TV	OLED48C6PCA	-	286	2	0	-	0	0%	6,687	139	9	53,070	5,897	0.1%	3,820	100	3	19,892	6,631	0.1%	↑75.1%	↑39.0%	↑200.0%	↑166.8%	↓11.1%	0.0pp
TV	OLED65B6PCA	-	136	4	0	-	0	0%	3,407	74	5	39,491	7,898	0.1%	506	17	4	43,476	10,869	0.8%	↑573.3%	↑335.3%	↑25.0%	↓9.2%	↓27.3%	↓0.7pp
TV	100QNED85BC	-	7	1	0	-	0	0%	268	13	2	38,948	19,474	0.7%	266	4	0	-	0	0%	↑0.8%	↑225.0%	-	-	-	↑0.7pp
TV	86QNED85BCA	-	86	7	0	-	0	0%	2,052	49	5	38,271	7,654	0.2%	1,831	82	2	17,242	8,621	0.1%	↑12.1%	↓40.2%	↑150.0%	↑122.0%	↓11.2%	↑0.1pp
TV	OLED55C6PCA	-	136	7	2	15,808	7,904	1.5%	3,108	96	4	31,627	7,907	0.1%	2,878	102	10	70,971	7,097	0.3%	↑8.0%	↓5.9%	↓60.0%	↓55.4%	↑11.4%	↓0.2pp
TV	85QNED82BCA	O	148	6	2	14,933	7,466	1.4%	5,551	112	4	30,949	7,737	0.1%	5,552	194	3	23,788	7,929	0.1%	0%	↓42.3%	↑33.3%	↑30.1%	↓2.4%	0.0pp
TV	OLED77B6PCA	-	152	4	0	-	0	0%	2,654	52	2	28,998	14,499	0.1%	581	16	1	15,999	15,999	0.2%	↑356.8%	↑225.0%	↑100.0%	↑81.2%	↓9.4%	↓0.1pp
TV	OLED42C6PCA	-	122	5	0	-	0	0%	2,386	74	4	24,366	6,092	0.2%	3,483	132	1	6,123	6,123	0.0%	↓31.5%	↓43.9%	↑300.0%	↑297.9%	↓0.5%	↑0.2pp
TV	OLED65G6PCA	-	128	6	0	-	0	0%	2,659	75	1	18,169	18,169	0.0%	1,769	69	1	-265	-265	0.1%	↑50.3%	↑8.7%	0%	↓6956.2%	↓6956.2%	↓0.1pp
TV	OLED48B6PCA	-	109	2	0	-	0	0%	2,049	43	3	17,997	5,999	0.1%	1,001	14	0	-	0	0%	↑104.7%	↑207.1%	-	-	-	↑0.1pp
TV	75MRGB86BCA	-	52	2	0	-	0	0%	1,710	30	2	17,005	8,502	0.1%	920	37	1	8,506	8,506	0.1%	↑85.9%	↓18.9%	↑100.0%	↑99.9%	0%	0.0pp
TV	OLED65C6PCA	-	144	1	0	-	0	0%	3,272	67	1	13,499	13,499	0.0%	3,754	87	1	13,999	13,999	0.0%	↓12.8%	↓23.0%	0%	↓3.6%	↓3.6%	0.0pp
TV	65MRGB86BCA	-	170	3	0	-	0	0%	3,778	77	2	11,208	5,604	0.1%	1,816	28	2	12,752	6,376	0.1%	↑108.0%	↑175.0%	0%	↓12.1%	↓12.1%	0.0pp
TV	OLED55B6PCA	-	81	5	0	-	0	0%	1,516	48	1	6,999	6,999	0.1%	801	26	0	-	0	0%	↑89.3%	↑84.6%	-	-	-	↑0.1pp
TV	OLED55B5XCA	-	0	0	0	-	0	0%	84	6	2	4,557	2,278	2.4%	12	0	0	-	0	0%	↑600.0%	-	-	-	-	↑2.4pp
MNT	27UP850K-W	-	319	10	1	1,899	1,899	0.3%	3,413	187	36	69,764	1,938	1.1%	261	19	0	-	0	0%	↑1207.7%	↑884.2%	-	-	-	↑1.1pp
MNT	39GX950B-B	-	99	9	1	11,874	11,874	1.0%	1,720	52	4	49,871	12,468	0.2%	1,489	72	10	122,990	12,299	0.7%	↑15.5%	↓27.8%	↓60.0%	↓59.5%	↑1.4%	↓0.5pp
MNT	27G850A-B	-	95	2	0	-	0	0%	1,934	80	14	43,776	3,127	0.7%	944	38	1	3,854	3,854	0.1%	↑104.9%	↑110.5%	↑1300.0%	↑1035.9%	↓18.9%	↑0.6pp
MNT	52G930B-B	-	27	2	0	-	0	0%	1,081	28	3	43,572	14,524	0.3%	1,006	46	-1	-14,999	0	-0.1%	↑7.5%	↓39.1%	↓400.0%	↓390.5%	-	↑0.4pp
MNT	32GX870B-B	-	83	4	1	8,199	8,199	1.2%	4,127	80	5	40,465	8,093	0.1%	1,608	65	3	25,072	8,357	0.2%	↑156.7%	↑23.1%	↑66.7%	↑61.4%	↓3.2%	↓0.1pp
MNT	25G590B-B	-	677	7	0	-	0	0%	7,542	100	4	31,966	7,992	0.1%	10	0	0	-	0	0%	↑75320.0%	-	-	-	-	↑0.1pp
MNT	45GX950A-B	-	155	3	0	-	0	0%	2,506	66	2	23,998	11,999	0.1%	463	7	1	13,999	13,999	0.2%	↑441.3%	↑842.9%	↑100.0%	↑71.4%	↓14.3%	↓0.1pp
MNT	32GX850A-B	O	18	1	0	-	0	0%	1,962	39	4	19,366	4,842	0.2%	5,149	228	6	29,994	4,999	0.1%	↓61.9%	↓82.9%	↓33.3%	↓35.4%	↓3.2%	↑0.1pp
MNT	27G64NA-B	-	50	4	0	-	0	0%	2,150	98	13	18,187	1,399	0.6%	1,468	63	2	2,798	1,399	0.1%	↑46.5%	↑55.6%	↑550.0%	↑550.0%	0%	↑0.5pp
MNT	PU615U	O	7	0	0	-	0	0%	390	7	1	6,789	6,789	0.3%	386	7	2	13,998	6,999	0.5%	↑1.0%	0%	↓50.0%	↓51.5%	↓3.0%	↓0.2pp
MNT	27GX700A-B	-	26	1	0	-	0	0%	1,345	30	1	3,299	3,299	0.1%	690	27	5	18,035	3,607	0.7%	↑94.9%	↑11.1%	↓80.0%	↓81.7%	↓8.5%	↓0.6pp
MNT	32UQ850V-W	-	3	0	0	-	0	0%	469	6	1	3,099	3,099	0.2%	150	7	1	3,134	3,134	0.7%	↑212.7%	↓14.3%	0%	↓1.1%	↓1.1%	↓0.5pp
MNT	32GS94U-B	-	7	0	0	-	0	0%	712	12	1	3,039	3,039	0.1%	78	6	0	-	0	0%	↑812.8%	↑100.0%	-	-	-	↑0.1pp
MNT	24G411B-B	-	11	2	0	-	0	0%	801	12	4	2,513	628	0.5%	1,130	43	8	5,159	645	0.7%	↓29.1%	↓72.1%	↓50.0%	↓51.3%	↓2.6%	↓0.2pp
MNT	27G810A-B	-	19	1	0	-	0	0%	852	11	1	2,299	2,299	0.1%	404	26	0	-	0	0%	↑110.9%	↓57.7%	-	-	-	↑0.1pp
MNT	27GX704A-B	-	5	1	0	-	0	0%	444	6	1	2,184	2,184	0.2%	122	7	2	4,748	2,374	1.6%	↑263.9%	↓14.3%	↓50.0%	↓54.0%	↓8.0%	↓1.4pp
MNT	32G620B-B	-	5	0	0	-	0	0%	442	0	1	1,804	1,804	0.2%	90	2	0	-	0	0%	↑391.1%	↓100.0%	-	-	-	↑0.2pp
MNT	34U601B-B	-	1	0	0	-	0	0%	32	3	1	1,699	1,699	3.1%	152	3	1	1,599	1,599	0.7%	↓78.9%	0%	0%	↑6.3%	↑6.3%	↑2.4pp
PC	16Z90U-K.ALB7C	-	4	0	0	-	0	0%	458	0	1	14,999	14,999	0.2%	211	2	0	-	0	0%	↑117.1%	↓100.0%	-	-	-	↑0.2pp
A/P	AS60GHWZ0	O	18	1	1	1,999	1,999	5.6%	1,989	37	4	7,396	1,849	0.2%	2,926	17	1	1,699	1,699	0.0%	↓32.0%	↑117.6%	↑300.0%	↑335.3%	↑8.8%	↑0.2pp
etc	DK1E	-	2	0	0	-	0	0%	7	0	1	300	300	14.3%	2	0	0	-	0	0%	↑250.0%	-	-	-	-	↑14.3pp

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 (08/01-08/23) vs 前月同期 (07/01-07/23) · Unit: K RMB / 단위: K RMB

Product	Model	Aug MTD Aug 1 - Aug 238월 1일~8월 23일 누계			Jul. MTD Jul. 1 - Jul. 237월 1일~7월 23일 누계			vs Jul. Same Period Jul. 1 - Jul. 237월 1일~7월 23일 대비
Product	Model	LG.COM	JD	TM	LG.COM	JD	TM	LG.COM	JD	TM
W/M	S3CW	390	-	-	-	-	-	NEW	-	-
	FCY10R4M	2	172	9	2	170	9	↓12.5%	↑1.3%	↑2.2%
	SC5GMR80H	-	139	-	17	40	-	-	↑246.7%	-
	FCY10Y4M	-	117	8	2	81	18	-	↑45.7%	↓53.1%
	FCY10Y4M+RH10V3MVTW	-	64	15	-	45	23	-	↑42.3%	↓33.2%
	FCY90N2W	-	57	-	-	117	2	-	↓51.1%	-
	SC5MBR80H	-	38	-	31	114	-	-	↓66.6%	-
	S3GHM	-	27	11	-	81	31	-	↓66.8%	↓64.6%
	FCV13G4W+RH10V9AV4W	-	36	-	-	9	-	-	↑303.4%	-
	FCY90M2P	-	37	-	-	57	7	-	↓35.6%	-
REF	F664MEH95D	50	48	-	63	-	-	↓20.0%	NEW	-
	F544MMB95D	48	26	-	72	13	-	↓33.3%	↑100.8%	-
	F544MEH62D	13	38	-	20	30	-	↓33.2%	↑27.1%	-
	S653MWW87D	-	42	-	-	30	-	-	↑41.4%	-
	F544MEP62D	26	-	-	20	8	-	↑33.7%	-	-
	S674MEG11D	-	25	-	-	53	-	-	↓53.0%	-
	S674MPY11D	-	10	-	4	42	-	-	↓75.8%	-
	S653MPY33D	-	9	-	20	-	-	-	NEW	-
	F544MEH85D	-	9	-	-	36	-	-	↓75.5%	-
	F554GBBV3B	-	-	-	-	-	-	-	-	-
LTV	75QNED82BCA	10	78	12	15	36	-	↓32.7%	↑118.5%	NEW
	OLED77C6PCA	-	78	-	-	99	-	-	↓21.1%	-
	75QNED85BCA	13	59	-	-	7	-	NEW	↑700.0%	-
	OLED77G6PCA	-	72	-	-	-	-	-	NEW	-
	OLED55G6PCA	-	65	-	-	119	-	-	↓45.4%	-
	65QNED82BCA	4	50	5	-	58	16	NEW	↓14.4%	↓67.9%
	OLED83C6PCA	-	57	-	-	57	-	-	0.0%	-
	OLED48C6PCA	-	53	-	-	20	-	-	↑166.8%	-
	OLED65B6PCA	-	40	-	-	44	-	-	↓9.2%	-
	100QNED85BC	39	-	-	-	-	-	NEW	-	-
MNT	27UP850K-W	8	62	-	-	-	-	NEW	NEW	-
	39GX950B-B	24	26	-	45	78	-	↓46.2%	↓67.2%	-
	27G850A-B	3	41	-	0	3	-	↑460.0%	↑1102.9%	-
	52G930B-B	14	29	-	-	-	-	NEW	NEW	-
	32GX870B-B	8	33	-	25	-	-	↓68.9%	NEW	-
	25G590B-B	-	24	8	-	-	-	-	NEW	NEW
	45GX950A-B	-	24	-	-	14	-	-	↑71.4%	-
	32GX850A-B	-	19	-	-	30	-	-	↓35.3%	-
	27G64NA-B	-	18	-	-	3	-	-	↑550.0%	-
	PU615U	-	7	-	-	14	-	-	↓51.4%	-
PC	16Z90U-K.ALB7C	-	15	-	-	-	-	-	NEW	-
	14Z90S-G.AL55C	-	-	-	-	-	-	-	-	-
	16Z90TP-G.AL87C	-	-	-	-	-	-	-	-	-
	16Z90TP-K.AL89C	-	-	-	-	-	-	-	-	-
	16Z90TR-E.AL88C	-	-	-	-	-	-	-	-	-
	16Z90U-G.AL87C	-	-	-	-	-	-	-	-	-
	16Z90U-G.AL88C	-	-	-	-	-	-	-	-	-
	16Z90U-K.ALB9C	-	-	-	14	-	-	-	-	-
	17Z90U-G.AL87C	-	-	-	-	-	-	-	-	-
	17Z90U-G.AL88C	-	-	-	-	-	-	-	-	-
A/P	AS60GHWZ0	-	7	-	-	2	-	-	↑335.3%	-

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 445.1K USD，达成率 72.9%，落后时间线 1.3pp】整体达成：截至 8/23，MTD 累计 445.1K USD，达成率 72.9%，略低于时间进度 74.2%，进度缺口约 1.3pp。环比上月同期（7/1–7/23 的 401.0K USD）增长 +11.0%，增长稳健但落后于时间线。月度目标 610.0K USD，剩余 8 天需日均 20.6K USD 方能达标；今日单日 26.8K USD 已证明产能充足，关键在于将近期节奏从放缓拉回。建议后续 8 天稳住日均 20K 以上，优先补齐 TV（进度 54.5%）等欠账品类。

2.【渠道结构：JD 占 75.9% 为核心，LG.COM 分化，TM 新店转化薄弱】渠道结构：JD 为绝对核心，贡献 75.9% GMV（337.7K USD），达成率 78.8%。LG.COM 达成率 78.0%（101.2K USD），UV 环比 ↑48.4% 但 MNT 品类 ↓58.9%、Ref ↓35.0%，站内结构分化。TM 为新店，达成率仅 11.9%（6.2K USD），UV 环比 ↑15.5% 但 CVR 仅 0.03%，流量未转化为成交。建议 JD 已近目标转向利润经营；LG.COM 补 MNT/Ref 矩阵；TM 聚焦加购转化漏斗与上架宽度。

3.【增长引擎：WM/TV/MNT/A-P 全线正增，TV 为后续冲量主战场】增长引擎：WM 环比 ↑17.2%（214.0K USD，进度 90.2%）接近达标；TV ↑24.8%（129.6K USD）量增但进度仅 54.5%，缺口最大；MNT ↑11.3%（50.8K USD，进度 87.3%）稳健；A/P ↑335.3%（1.1K USD）虽小但增速亮眼。TV 是后续冲量主战场——其 UV ↑32.0% 且 ASP 高达 1188.8 USD，建议加大 LG.COM/TV 专供与 JD 大促资源，把高客单流量兑现为 GMV。

4.【下滑预警：Ref 三平台同步回落，PC 实质停摆】下滑预警：Ref 环比 ↓25.5%（49.6K USD，进度 68.7%），三平台同步回落，JD Ref ↓13.9%、LG.COM Ref ↓35.0%、TM Ref 近乎停摆（MTD -1.1K USD）。PC 品类 ↓99.5%（0.0K USD，进度 0.2%）已实质停摆，三平台 PC 销量均为 0，仅 LG.COM 有 0.1K 头部残余。建议排查 Ref 库存与 listing，PC 暂缓铺货、待新品节奏重启。

5.【集中度陷阱（PC）：头部微增掩盖品类整体收缩，与 0821 轮相同品类持续触发】集中度陷阱（PC）：该品类呈头部增、中长尾塌——TOP10 型号 GMV 微增 +0.1K USD，但品类总量 -2.1K USD、中长尾 -2.2K USD，头部微弱增长掩盖了品类整体收缩。与上一轮（0821）相同品类持续触发，说明非偶发。建议立即补长尾型号、做套餐组合与搜索词覆盖，降低对单一头部 SKU 的依赖，避免品类被少数型号绑架。

6.【单日单型号集中（S3CW）：LG.COM 8/10 单日 97.6% 由 S3CW 驱动】单日单型号集中（S3CW）：LG.COM 于 2026-08-10 由型号 S3CW（WM）单日售出 71 台、GMV 57,595.9 USD，占该平台当日 GMV 的 97.6%，近乎由单一型号驱动全天。此为典型单点依赖——一旦该型号断货或促销结束，当日业绩将断崖。建议分散型号矩阵、保障 S3CW 库存与接续型号，避免单 SKU 决定单日成败。

7.【流量效率：UV 增速高于 GMV，整体 CVR 降至 0.23%】流量效率：TTL UV 环比 ↑15.5%（280,917 vs 243,299），GMV ↑11.0%，UV 增速高于 GMV，转化效率承压。整体 CVR 0.23%，较上月同期 0.25% 降 0.02pp；加购 7,591 较上月 8,969 回落。高 ASP 品类尤甚：TV ASP 1188.8 USD、Ref ASP 1101.2 USD 的详情页转化漏斗需优化。建议以提升详情页转化与客单价策略补回效率缺口。

8.【转化洼地型号：三款高流量零转化型号亟待详情页与价格带测试】转化洼地型号：SC5MBR80H（WM，UV 5,577，CVR 0.0%）、S3GHM（WM，UV 11,056，CVR 0.0%）、F544MEH85D（Ref，UV 3,133，CVR 0.0%）流量可观但零转化，是效率漏点。对比头部 S3CW 靠少量 UV 高转化，说明页面/价格/促销组合是关键变量。建议对这三款做详情页 A/B、价格带与捆绑测试，把已有流量兑现为成交而非空耗。

1.[전체 달성: MTD 445.1K USD, 달성률 72.9%, 경과선 대비 1.3pp 부족] 8/23 기준 MTD 누적 445.1K USD, 달성률 72.9%로 경과율 74.2% 대비 약 1.3pp 부족. 전월 동기(7/1–7/23, 401.0K USD) 대비 +11.0% 성장했으나 시간선 대비 둔화. 월 목표 610.0K USD 대비 잔여 8일간 일평균 20.6K USD 필요. 금일 26.8K USD로 생산능력 입증, 최근 둔화세를 반전하는 것이 핵심. 향후 8일간 일평균 20K USD 이상 유지 및 TV(진도 54.5%) 등 부족 품목 우선 보충 권장.

2.[채널 구조: JD 75.9% 점유 핵심, LG.COM 분화, TM 신규 스토어 전환 취약] 채널 구조: JD가 핵심으로 GMV의 75.9%(337.7K USD) 기여, 달성률 78.8%. LG.COM 달성률 78.0%(101.2K USD), UV 전월 동기 대비 ↑48.4%이나 MNT 품목 ↓58.9%, Ref ↓35.0%로 채널 내 분화. TM은 신규 스토어로 달성률 11.9%(6.2K USD)에 불과, UV ↑15.5% 하나 CVR 0.03%로 유입이 매출로 전환 안 됨. JD는 목표 근접으로 이익 중심 경영 전환, LG.COM은 MNT/Ref 보강, TM은 장바구니 전환 퍼널 및 등록 폭 확대 권장.

3.[성장 동력: WM/TV/MNT/A-P 전 품목 양호, TV가 후반 물량 확보 핵심] 성장 동력: WM 전월 동기 대비 ↑17.2%(214.0K USD, 진도 90.2%)로 목표 근접, TV ↑24.8%(129.6K USD)이나 진도 54.5%로 부족 최대, MNT ↑11.3%(50.8K USD, 진도 87.3%) 안정적, A/P ↑335.3%(1.1K USD) 규모 작으나 고성장. TV가 후반 물량 확보의 핵심 — UV ↑32.0%에 ASP 1188.8 USD로 고객단가 높음. LG.COM/TV 전용 모델 및 JD 대형 프로모션 리소스 집중 투입해 고단가 트래픽을 GMV로 전환 권장.

4.[하락 주의: Ref 3개 플랫폼 동반 하락, PC 실질적 중단] 하락 주의: Ref 전월 동기 대비 ↓25.5%(49.6K USD, 진도 68.7%)로 3개 플랫폼 동반 하락, JD Ref ↓13.9%, LG.COM Ref ↓35.0%, TM Ref 사실상 중단(MTD -1.1K USD). PC 품목 ↓99.5%(0.0K USD, 진도 0.2%)로 실질적 중단 상태, 3개 플랫폼 PC 판매 모두 0건, LG.COM에 0.1K 상위 잔여만 존재. Ref 재고 및 리스팅 점검, PC는 신제품 출시 주기 재개 전 진열 보류 권장.

5.[집중도 함정(PC): 미미한 상위 증가가 품목 전체 축소 은폐, 0821 회차와 동일 품목 지속 트리거] 집중도 함정(PC): 본 품목은 상위 증가·중하위 붕괴 양상 — TOP10 모델 GMV 소폭 증가(+0.1K USD) 하나 품목 총량 -2.1K USD, 중하위 -2.2K USD로 미미한 상위 성장이 품목 전체 축소를 은폐. 이전 회차(0821)와 동일 품목 지속 트리거로 일시적 현상 아님. 중하위 모델 보강, 세트 구성 및 검색어 커버리지 확대로 단일 상위 SKU 의존도를 낮추고 소수 모델에 품목이 종속되는 것 방지 권장.

6.[단일일 단일모델 집중(S3CW): LG.COM 8/10 당일 97.6%를 S3CW가 견인] 단일일 단일모델 집중(S3CW): LG.COM이 2026-08-10 모델 S3CW(WM) 단일로 당일 71대 판매, GMV 57,595.9 USD로 해당 플랫폼 당일 GMV의 97.6% 점유, 사실상 단일 모델이 하루 매출을 견인. 전형적 단일점 의존 — 해당 모델 재고 소진이나 프로모션 종료 시 당일 실적 절벽 위험. 모델 포트폴리오 분산, S3CW 재고 및 후속 모델 확보로 단일 SKU가 당일 성패를 좌우하는 것 방지 권장.

7.[트래픽 효율: UV 증가율이 GMV 상회, 전체 CVR 0.23% 하락] 트래픽 효율: TTL UV 전월 동기 대비 ↑15.5%(280,917 대비 243,299), GMV ↑11.0%로 UV 증가율이 GMV 상회, 전환 효율 압박. 전체 CVR 0.23%로 전월 동기 0.25% 대비 0.02pp 하락, 장바구니 7,591건으로 전월 8,969건 대비 감소. 고ASP 품목이 심각 — TV ASP 1188.8 USD, Ref ASP 1101.2 USD 상세페이지 전환 퍼널 최적화 필요. 상세페이지 전환율 제고 및 객단가 전략으로 효율 격차 만회 권장.

8.[전환 부진 모델: 트래픽 있으나 전환 제로 3개 모델, 상세페이지·가격대 테스트 시급] 전환 부진 모델: SC5MBR80H(WM, UV 5,577, CVR 0.0%), S3GHM(WM, UV 11,056, CVR 0.0%), F544MEH85D(Ref, UV 3,133, CVR 0.0%)는 트래픽은 있으나 전환 제로로 효율 누수 지점. 상위 S3CW가 적은 UV로 고전환 달성한 것과 대비해 페이지·가격·프로모션 조합이 핵심 변수임을 시사. 본 3개 모델 대상 상세페이지 A/B, 가격대 및 번들 테스트로 기확보 트래픽을 공허한 소모가 아닌 매출로 전환 권장.