LGECH D2C Daily Report

업데이트: 2026-07-29

Channel × Product Performance · Period 07/01 - 07/28 · Unit: K USD · Rate: ¥6.8/USD · Net GMV = GMV - Cancel

Today Net GMV당일 Net GMV (2026-07-28 당일)11.5 K USD

MTD Net GMV월 누계 Net GMV (07/01 - 07/28)475.5 K USD

Net GMV Target AchievementGMV 목표 달성률80.9%475.5 / 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.COM104Net GMV K USDProg.

121.8%

Retail JD342Net GMV K USDProg.

80.8%

Retail TM29Net GMV K USDProg.

37.1%

W/M215

前月同期 304 K USD전월 동기

↓29.2%

REF76

前月同期 106 K USD전월 동기

↓28.8%

LTV128

前月同期 205 K USD전월 동기

↓37.4%

MNT54

前月同期 145 K USD전월 동기

↓62.5%

PC2

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)

7/28 Daily · Jul MTD · vs Jun. Same Period · Net GMV Unit: K USD · ASP Unit: USD/EA 7/28 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	7/28 Daily7/28 당일						Jul MTD Jul 1 - Jul 287월 1일~7월 28일 누계						vs Jun. Same Period Jun. 1 - Jun. 286월 1일~6월 28일 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	4,171	136	11	4.2	383	0.26%	131,533	5,221	454	214.9	473	0.35%	↓8.3%	↓11.3%	↓36.3%	↓29.2%	↑11.1%	↓0.15pp
D2C	REF	1,470	46	-1	-1.7	0	-0.07%	48,031	1,713	74	75.5	1,020	0.15%	↑35.0%	↑46.7%	↓22.9%	↓28.8%	↓7.6%	↓0.12pp
D2C	LTV	4,515	105	8	5.5	689	0.18%	95,387	3,043	132	128.2	972	0.14%	↓28.0%	↓14.7%	↓32.3%	↓37.4%	↓7.5%	↓0.01pp
D2C	MNT	728	34	8	3.5	431	1.10%	24,070	1,010	72	54.2	753	0.30%	↓58.3%	↓58.8%	↓63.1%	↓62.5%	↑1.5%	↓0.04pp
D2C	PC	12	1	0	0	0	0.00%	879	21	1	2.1	2,095	0.11%	↓56.2%	↑5.0%	-	-	-	↑0.11pp
D2C	A/P	28	1	0	0	0	0.00%	3,051	21	2	0.5	250	0.07%	↓38.8%	↓70.0%	↓60.0%	↓59.6%	↑1.0%	↓0.03pp
D2C	TTL	10,924	323	26	11.5	442	0.24%	302,951	11,029	735	475.4	647	0.24%	↓19.5%	↓16.2%	↓39.0%	↓37.5%	↑2.4%	↓0.08pp
LG.COM	W/M	132	1	0	0	0	0.00%	13,247	80	33	32.9	996	0.25%	↑9.5%	↑196.3%	↑94.1%	↑132.9%	↑20.0%	↑0.11pp
LG.COM	REF	40	0	0	0	0	0.00%	4,921	30	26	33.2	1,276	0.53%	↓29.9%	↑650.0%	↑23.8%	↑28.9%	↑4.1%	↑0.23pp
LG.COM	LTV	58	0	1	0.7	684	1.72%	4,248	26	13	16.6	1,274	0.31%	↓68.6%	↑52.9%	↓45.8%	↓35.8%	↑18.6%	↑0.13pp
LG.COM	MNT	60	6	1	1.2	1,187	1.67%	4,051	116	18	19.6	1,090	0.44%	↓58.9%	↓17.7%	↓47.1%	↓17.2%	↑56.4%	↑0.10pp
LG.COM	PC	9	0	0	0	0	0.00%	627	10	1	2.1	2,095	0.16%	↓57.7%	↑66.7%	-	-	-	↑0.16pp
LG.COM	A/P	19	0	0	0	0	0.00%	2,788	2	0	0	0	0.00%	↑118.5%	-	↓100.0%	↓100.0%	↓100.0%	↓0.08pp
LG.COM	TTL	318	7	2	1.9	936	0.63%	29,882	264	91	104.3	1,147	0.30%	↓34.0%	↑35.4%	↓6.2%	↑16.5%	↑24.2%	↑0.09pp
JD	W/M	2,662	111	11	4.2	383	0.41%	84,674	4,314	394	161.5	410	0.47%	↓12.0%	↓16.0%	↓36.7%	↓41.7%	↓7.9%	↓0.18pp
JD	REF	947	39	-1	-1.7	0	-0.11%	33,974	1,416	46	40.3	876	0.14%	↑44.4%	↑32.1%	↓37.8%	↓49.8%	↓19.2%	↓0.18pp
JD	LTV	3,667	99	6	3.4	572	0.16%	75,855	2,672	110	104.9	953	0.15%	↓19.5%	↓18.4%	↓28.6%	↓38.7%	↓14.1%	↓0.02pp
JD	MNT	661	28	7	2.3	323	1.06%	19,965	894	54	34.6	640	0.27%	↓58.2%	↓61.3%	↓66.5%	↓71.4%	↓14.8%	↓0.07pp
JD	PC	3	1	0	0	0	0.00%	252	11	0	0	0	0.00%	↓51.9%	↓21.4%	-	-	-	0.00pp
JD	A/P	6	1	0	0	0	0.00%	182	16	2	0.5	250	1.10%	↓95.1%	↓77.1%	↓50.0%	↓50.0%	0%	↑0.99pp
JD	TTL	7,946	279	23	8.2	358	0.29%	214,902	9,323	606	341.8	564	0.28%	↓19.2%	↓21.5%	↓40.3%	↓47.4%	↓11.9%	↓0.10pp
TM	W/M	1,377	24	0	0	0	0.00%	33,612	827	27	20.5	760	0.08%	↓4.3%	↑15.0%	↓63.5%	↑61.2%	↑341.9%	↓0.13pp
TM	REF	483	7	0	0	0	0.00%	9,136	267	2	2.0	983	0.02%	↑81.9%	↑190.2%	↑100.0%	-	-	0.00pp
TM	LTV	790	6	1	1.4	1,398	0.13%	15,284	345	9	6.8	757	0.06%	↓38.1%	↑25.9%	↓47.1%	↓15.1%	↑60.3%	↓0.01pp
TM	MNT	7	0	0	0	0	0.00%	54	0	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	3	0	0	0	0	0.00%	81	3	0	0	0	0.00%	↑3950.0%	-	-	-	-	0.00pp
TM	TTL	2,660	37	1	1.4	1,398	0.04%	58,167	1,442	38	29.3	771	0.07%	↓10.3%	↑32.9%	↓58.7%	↑41.2%	↑241.8%	↓0.08pp

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 28 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 28일 Net GMV입니다.

全产品 SKU 实绩详细전 제품 SKU 실적 상세

Unit: RMB / 단위: RMB(7/28 Daily · 07/01-07/28 MTD · vs 06/01-06/28 · Showing 93 models with sales) (7/28 당일 · 07/01-07/28 누계 · 대비 06/01-06/28 · 판매 발생 93개 모델)

Product	Model	专供 전용	7/28 Daily7/28 당일						Jul MTD Jul 1 - Jul 287월 1일~7월 28일 누계						Jun. MTD Jun. 1 - Jun. 286월 1일~6월 28일 누계						vs Jun. Same Period Jun. 1 - Jun. 286월 1일~6월 28일 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	206	11	4	7,008	1,752	1.9%	9,199	503	115	205,796	1,790	1.3%	9,379	524	110	192,708	1,752	1.2%	↓1.9%	↓4.0%	↑4.5%	↑6.8%	↑2.1%	↑0.1pp
WM	SC5MBR80H	O	301	18	0	-	0	0%	11,548	399	9	164,155	18,239	0.1%	12,730	334	4	71,913	17,978	0.0%	↓9.3%	↑19.5%	↑125.0%	↑128.3%	↑1.5%	↑0.1pp
WM	FCY90N2W	-	359	11	1	2,234	2,234	0.3%	11,587	490	89	137,882	1,549	0.8%	11,411	640	133	177,139	1,332	1.2%	↑1.5%	↓23.4%	↓33.1%	↓22.2%	↑16.3%	↓0.4pp
WM	FCY10Y4M	O	400	9	3	6,844	2,281	0.8%	11,186	418	77	129,542	1,682	0.7%	13,790	429	71	112,220	1,581	0.5%	↓18.9%	↓2.6%	↑8.5%	↑15.4%	↑6.4%	↑0.2pp
WM	S3GHM	O	791	12	0	-	0	0%	11,467	370	13	112,596	8,661	0.1%	10,113	337	20	180,049	9,002	0.2%	↑13.4%	↑9.8%	↓35.0%	↓37.5%	↓3.8%	↓0.1pp
WM	SC5GMR80H	-	165	13	0	-	0	0%	5,720	338	4	74,766	18,692	0.1%	5,056	179	8	149,549	18,694	0.2%	↑13.1%	↑88.8%	↓50.0%	↓50.0%	0%	↓0.1pp
WM	FCY10Y4M+RH10V3MVTW	O	500	9	1	6,339	6,339	0.2%	18,750	415	12	74,147	6,179	0.1%	19,827	490	17	101,900	5,994	0.1%	↓5.4%	↓15.3%	↓29.4%	↓27.2%	↑3.1%	0.0pp
WM	FCY90M2P	-	98	2	-1	-2,875	0	-1.0%	3,424	280	35	69,309	1,980	1.0%	4,316	417	112	186,599	1,666	2.6%	↓20.7%	↓32.9%	↓68.8%	↓62.9%	↑18.9%	↓1.6pp
WM	WT1310BGA	-	42	0	0	-	0	0%	3,686	26	6	60,434	10,072	0.2%	3,079	84	2	24,698	12,349	0.1%	↑19.7%	↓69.0%	↑200.0%	↑144.7%	↓18.4%	↑0.1pp
WM	FA12CA2C+RH10X75V2N	-	267	8	0	-	0	0%	6,989	270	4	51,846	12,962	0.1%	5,844	352	11	88,668	8,061	0.2%	↑19.6%	↓23.3%	↓63.6%	↓41.5%	↑60.8%	↓0.1pp
WM	FCW12D4WA	-	26	0	1	50	50	3.8%	1,119	65	12	42,797	3,566	1.1%	1,655	117	13	40,770	3,136	0.8%	↓32.4%	↓44.4%	↓7.7%	↑5.0%	↑13.7%	↑0.3pp
WM	S3IF	-	26	2	0	-	0	0%	1,349	66	4	37,181	9,295	0.3%	1,799	92	13	111,920	8,609	0.7%	↓25.0%	↓28.3%	↓69.2%	↓66.8%	↑8.0%	↓0.4pp
WM	FCV13G4W+RH10V9AV4W	-	116	8	1	8,999	8,999	0.9%	4,213	213	5	35,837	7,167	0.1%	3,821	218	15	116,847	7,790	0.4%	↑10.3%	↓2.3%	↓66.7%	↓69.3%	↓8.0%	↓0.3pp
WM	FA12CA2C	-	24	1	0	4	0	0%	1,031	49	6	35,008	5,835	0.6%	1,513	58	4	18,019	4,505	0.3%	↓31.9%	↓15.5%	↑50.0%	↑94.3%	↑29.5%	↑0.3pp
WM	RH10V9PV2WR	-	18	0	0	-	0	0%	545	32	6	33,162	5,527	1.1%	303	14	0	-	0	0%	↑79.9%	↑128.6%	-	-	-	↑1.1pp
WM	FN23WQH	-	23	1	0	-	0	0%	1,204	66	2	20,898	10,449	0.2%	1,134	72	5	55,714	11,143	0.4%	↑6.2%	↓8.3%	↓60.0%	↓62.5%	↓6.2%	↓0.2pp
WM	FH12X9WCA	-	57	2	0	-	0	0%	1,115	52	3	20,748	6,916	0.3%	262	20	0	-	0	0%	↑325.6%	↑160.0%	-	-	-	↑0.3pp
WM	SC5MSR40	-	186	5	0	-	0	0%	3,794	175	1	18,399	18,399	0.0%	7,810	114	0	-400	0	0%	↓51.4%	↑53.5%	-	↓4699.8%	-	0.0pp
WM	FMY10Y4PF	O	30	1	0	-	0	0%	1,510	66	11	14,419	1,311	0.7%	3,771	120	8	13,825	1,728	0.2%	↓60.0%	↓45.0%	↑37.5%	↑4.3%	↓24.1%	↑0.5pp
WM	RH10X76V2N	-	0	0	0	-	0	0%	6	0	2	12,500	6,250	33.3%	0	0	0	-	0	0%	-	-	-	-	-	↑33.3pp
WM	FCV13G4W	-	84	2	0	-	0	0%	1,111	53	3	11,875	3,958	0.3%	1,194	87	47	45,991	978	3.9%	↓7.0%	↓39.1%	↓93.6%	↓74.2%	↑304.5%	↓3.6pp
WM	FCW12Y4PA	-	5	1	0	-	0	0%	418	25	4	11,616	2,904	1.0%	919	52	13	29,985	2,306	1.4%	↓54.5%	↓51.9%	↓69.2%	↓61.3%	↑25.9%	↓0.4pp
WM	FW12X4WC2+DH12X4WC2	-	60	3	0	-	0	0%	982	40	1	11,238	11,238	0.1%	1	0	0	-	0	0%	↑98100.0%	-	-	-	-	↑0.1pp
WM	FCW12Y4WA	-	22	1	0	-	0	0%	1,828	60	5	10,755	2,151	0.3%	2,211	156	24	52,854	2,202	1.1%	↓17.3%	↓61.5%	↓79.2%	↓79.7%	↓2.3%	↓0.8pp
WM	FA12DA2C	-	1	0	0	-	0	0%	36	0	2	10,695	5,348	5.6%	0	0	0	-	0	0%	-	-	-	-	-	↑5.6pp
WM	FW12X4WC2	-	12	2	0	-	0	0%	909	18	3	10,309	3,436	0.3%	26	1	1	4,369	4,369	3.8%	↑3396.2%	↑1700.0%	↑200.0%	↑136.0%	↓21.3%	↓3.5pp
WM	FCW10Y4PA	-	27	2	1	50	50	3.7%	813	45	5	10,022	2,004	0.6%	1,052	75	19	34,687	1,826	1.8%	↓22.7%	↓40.0%	↓73.7%	↓71.1%	↑9.8%	↓1.2pp
WM	FY10EK2E	-	11	0	0	-	0	0%	410	20	2	7,734	3,867	0.5%	660	43	8	18,684	2,336	1.2%	↓37.9%	↓53.5%	↓75.0%	↓58.6%	↑65.6%	↓0.7pp
WM	DH12X4WC2	-	7	0	0	-	0	0%	299	11	1	6,969	6,969	0.3%	9	0	0	-	0	0%	↑3222.2%	-	-	-	-	↑0.3pp
WM	FMY10Y4PF+RH10V3PV8WS	-	50	2	0	-	0	0%	3,720	164	1	6,599	6,599	0.0%	2,829	104	4	25,596	6,399	0.1%	↑31.5%	↑57.7%	↓75.0%	↓74.2%	↑3.1%	↓0.1pp
WM	FMW10Y4WA	-	34	1	0	-	0	0%	1,546	95	7	6,191	884	0.5%	1,878	108	22	18,274	831	1.2%	↓17.7%	↓12.0%	↓68.2%	↓66.1%	↑6.5%	↓0.7pp
WM	RH10X75V2N	-	18	1	0	-	0	0%	251	20	1	5,760	5,760	0.4%	302	22	0	-	0	0%	↓16.9%	↓9.1%	-	-	-	↑0.4pp
WM	FCK12D2CE	-	0	0	0	-	0	0%	27	1	1	4,445	4,445	3.7%	18	3	0	-	0	0%	↑50.0%	↓66.7%	-	-	-	↑3.7pp
WM	FW12X4SC2	-	5	0	0	-	0	0%	404	12	1	4,274	4,274	0.2%	19	1	0	-	0	0%	↑2026.3%	↑1100.0%	-	-	-	↑0.2pp
WM	FN23BQH	-	64	2	0	-	0	0%	3,519	116	1	1,434	1,434	0.0%	2,757	94	8	75,575	9,447	0.3%	↑27.6%	↑23.4%	↓87.5%	↓98.1%	↓84.8%	↓0.3pp
WM	FMW10Y4WA+RH10V3AV6W	-	3	0	0	-	0	0%	124	6	1	50	50	0.8%	941	39	2	17,231	8,616	0.2%	↓86.8%	↓84.6%	↓50.0%	↓99.7%	↓99.4%	↑0.6pp
Ref	F544MMB95D	-	170	5	-1	-11,372	0	-0.6%	5,990	137	9	83,096	9,233	0.2%	6,570	159	11	124,331	11,303	0.2%	↓8.8%	↓13.8%	↓18.2%	↓33.2%	↓18.3%	0.0pp
Ref	F544MEH62D	-	716	14	0	-	0	0%	13,410	453	11	69,371	6,306	0.1%	2,704	167	26	181,292	6,973	1.0%	↑395.9%	↑171.3%	↓57.7%	↓61.7%	↓9.6%	↓0.9pp
Ref	F664MEH95D	-	37	1	0	-	0	0%	966	55	5	62,980	12,596	0.5%	1,184	47	4	58,340	14,585	0.3%	↓18.4%	↑17.0%	↑25.0%	↑8.0%	↓13.6%	↑0.2pp
Ref	S674MEG11D	-	13	0	0	-	0	0%	4,967	210	14	56,874	4,062	0.3%	6,529	190	12	42,743	3,562	0.2%	↓23.9%	↑10.5%	↑16.7%	↑33.1%	↑14.1%	↑0.1pp
Ref	S674MPY11D	-	4	0	0	-	0	0%	2,079	102	13	46,366	3,567	0.6%	2,437	104	13	47,630	3,664	0.5%	↓14.7%	↓1.9%	0%	↓2.7%	↓2.7%	↑0.1pp
Ref	F544MEH85D	-	62	1	0	-	0	0%	4,737	160	5	45,997	9,199	0.1%	2,993	145	11	91,550	8,323	0.4%	↑58.3%	↑10.3%	↓54.5%	↓49.8%	↑10.5%	↓0.3pp
Ref	S653MWW87D	-	198	5	0	-	0	0%	5,572	202	4	39,493	9,873	0.1%	3,259	82	2	19,296	9,648	0.1%	↑71.0%	↑146.3%	↑100.0%	↑104.7%	↑2.3%	0.0pp
Ref	F544MEP62D	-	85	9	0	-	0	0%	3,483	129	5	35,632	7,126	0.1%	2,440	64	3	18,533	6,178	0.1%	↑42.7%	↑101.6%	↑66.7%	↑92.3%	↑15.4%	0.0pp
Ref	F664MPY88D	-	41	2	0	-	0	0%	2,274	113	3	31,852	10,617	0.1%	1,531	45	2	31,792	15,896	0.1%	↑48.5%	↑151.1%	↑50.0%	↑0.2%	↓33.2%	0.0pp
Ref	S653MEP87D	-	43	4	0	-	0	0%	1,576	56	2	21,806	10,903	0.1%	2,468	73	7	67,090	9,584	0.3%	↓36.1%	↓23.3%	↓71.4%	↓67.5%	↑13.8%	↓0.2pp
Ref	S653MPY33D	-	85	5	0	-	0	0%	2,566	80	3	19,633	6,544	0.1%	1,914	39	3	21,888	7,296	0.2%	↑34.1%	↑105.1%	0%	↓10.3%	↓10.3%	↓0.1pp
TV	65QNED85BCA	-	207	3	2	10,008	5,004	1.0%	4,838	144	31	153,378	4,948	0.6%	6,284	188	14	66,871	4,776	0.2%	↓23.0%	↓23.4%	↑121.4%	↑129.4%	↑3.6%	↑0.4pp
TV	OLED55G6PCA	-	197	4	0	-	0	0%	3,933	101	12	129,958	10,830	0.3%	5,911	181	10	96,818	9,682	0.2%	↓33.5%	↓44.2%	↑20.0%	↑34.2%	↑11.9%	↑0.1pp
TV	OLED77C6PCA	-	322	9	0	-	0	0%	3,246	101	7	98,840	14,120	0.2%	2,944	116	0	-37,948	0	0%	↑10.3%	↓12.9%	-	↓360.5%	-	↑0.2pp
TV	65QNED82BCA	O	1,037	9	1	4,499	4,499	0.1%	19,925	459	21	79,568	3,789	0.1%	17,459	394	27	107,481	3,981	0.2%	↑14.1%	↑16.5%	↓22.2%	↓26.0%	↓4.8%	↓0.1pp
TV	OLED55C6PCA	-	192	8	2	70	35	1.0%	3,807	135	13	78,951	6,073	0.3%	3,971	149	13	79,306	6,100	0.3%	↓4.1%	↓9.4%	0%	↓0.4%	↓0.4%	0.0pp
TV	75QNED82BCA	O	240	8	1	5,999	5,999	0.4%	6,187	185	14	68,036	4,860	0.2%	8,476	248	21	113,031	5,382	0.2%	↓27.0%	↓25.4%	↓33.3%	↓39.8%	↓9.7%	0.0pp
TV	OLED83C6PCA	-	104	4	0	-	0	0%	3,512	133	2	56,998	28,499	0.1%	4,997	209	9	260,991	28,999	0.2%	↓29.7%	↓36.4%	↓77.8%	↓78.2%	↓1.7%	↓0.1pp
TV	85QNED82BCA	O	217	3	0	-	0	0%	6,658	225	6	47,785	7,964	0.1%	9,745	224	11	85,534	7,776	0.1%	↓31.7%	↑0.4%	↓45.5%	↓44.1%	↑2.4%	0.0pp
TV	OLED65B6PCA	-	42	1	0	-	0	0%	665	23	4	43,476	10,869	0.6%	169	4	0	-	0	0%	↑293.5%	↑475.0%	-	-	-	↑0.6pp
TV	75MRGB86BCA	-	54	2	1	9,506	9,506	1.9%	1,188	44	3	26,511	8,837	0.3%	1,098	15	2	16,098	8,049	0.2%	↑8.2%	↑193.3%	↑50.0%	↑64.7%	↑9.8%	↑0.1pp
TV	75QNED85BCA	-	186	5	1	7,399	7,399	0.5%	3,453	122	3	21,572	7,191	0.1%	3,741	111	8	58,723	7,340	0.2%	↓7.7%	↑9.9%	↓62.5%	↓63.3%	↓2.0%	↓0.1pp
TV	OLED42C6PCA	-	205	4	0	-	0	0%	4,528	167	3	18,321	6,107	0.1%	7,803	255	0	660	0	0%	↓42.0%	↓34.5%	-	↑2675.9%	-	↑0.1pp
TV	86QNED85BCA	-	104	3	0	-	0	0%	2,329	101	2	17,242	8,621	0.1%	14,681	138	8	45,920	5,740	0.1%	↓84.1%	↓26.8%	↓75.0%	↓62.5%	↑50.2%	0.0pp
TV	OLED77B6PCA	-	35	1	0	-	0	0%	736	20	1	15,999	15,999	0.1%	1,254	36	0	-	0	0%	↓41.3%	↓44.4%	-	-	-	↑0.1pp
TV	OLED65C6PCA	-	290	11	0	-	0	0%	5,310	125	1	13,999	13,999	0.0%	4,294	157	3	42,242	14,081	0.1%	↑23.7%	↓20.4%	↓66.7%	↓66.9%	↓0.6%	↓0.1pp
TV	86MRGB86BCA	-	109	2	0	-	0	0%	2,039	84	2	13,724	6,862	0.1%	1,348	22	2	24,288	12,144	0.1%	↑51.3%	↑281.8%	0%	↓43.5%	↓43.5%	0.0pp
TV	65MRGB86BCA	-	154	2	0	-	0	0%	2,473	43	2	12,752	6,376	0.1%	1,578	22	6	37,199	6,200	0.4%	↑56.7%	↑95.5%	↓66.7%	↓65.7%	↑2.8%	↓0.3pp
TV	OLED48C6PCA	-	353	8	0	-	0	0%	5,447	134	2	12,577	6,288	0.0%	7,825	178	11	75,291	6,845	0.1%	↓30.4%	↓24.7%	↓81.8%	↓83.3%	↓8.1%	↓0.1pp
TV	65NANO80ACA	O	2	0	0	-	0	0%	659	23	2	6,598	3,299	0.3%	12,908	492	32	101,559	3,174	0.2%	↓94.9%	↓95.3%	↓93.8%	↓93.5%	↑3.9%	↑0.1pp
TV	75QNED85ACA	-	0	0	0	-	0	0%	86	3	1	5,035	5,035	1.2%	823	0	8	40,045	5,006	1.0%	↓89.6%	-	↓87.5%	↓87.4%	↑0.6%	↑0.2pp
MNT	39GX950B-B	-	82	2	0	-	0	0%	1,766	78	10	122,990	12,299	0.6%	2,307	83	6	71,794	11,966	0.3%	↓23.5%	↓6.0%	↑66.7%	↑71.3%	↑2.8%	↑0.3pp
MNT	32GX870B-B	-	42	3	1	8,074	8,074	2.4%	1,823	77	6	49,719	8,286	0.3%	5,761	292	21	177,246	8,440	0.4%	↓68.4%	↓73.6%	↓71.4%	↓71.9%	↓1.8%	↓0.1pp
MNT	32GX850A-B	O	111	6	1	4,999	4,999	0.9%	5,838	267	8	39,992	4,999	0.1%	10,121	445	30	141,794	4,726	0.3%	↓42.3%	↓40.0%	↓73.3%	↓71.8%	↑5.8%	↓0.2pp
MNT	27GM950B-B	-	32	1	0	-	0	0%	927	34	3	26,997	8,999	0.3%	7,254	434	12	107,988	8,999	0.2%	↓87.2%	↓92.2%	↓75.0%	↓75.0%	0%	↑0.1pp
MNT	40U990A-W	-	10	1	0	-	0	0%	459	14	2	23,398	11,699	0.4%	1,000	19	4	47,196	11,799	0.4%	↓54.1%	↓26.3%	↓50.0%	↓50.4%	↓0.8%	0.0pp
MNT	27GX700A-B	-	22	1	0	-	0	0%	800	31	5	18,035	3,607	0.6%	1,919	53	5	16,229	3,246	0.3%	↓58.3%	↓41.5%	0%	↑11.1%	↑11.1%	↑0.3pp
MNT	32U990A-S	-	29	0	0	-	0	0%	502	11	1	16,149	16,149	0.2%	1,220	33	4	70,234	17,558	0.3%	↓58.9%	↓66.7%	↓75.0%	↓77.0%	↓8.0%	↓0.1pp
MNT	45GX950A-B	-	21	2	0	-	0	0%	540	9	1	13,999	13,999	0.2%	1,303	29	0	-	0	0%	↓58.6%	↓69.0%	-	-	-	↑0.2pp
MNT	PU615U	O	11	0	0	-	0	0%	464	8	2	13,998	6,999	0.4%	637	13	4	26,066	6,516	0.6%	↓27.2%	↓38.5%	↓50.0%	↓46.3%	↑7.4%	↓0.2pp
MNT	27U730A-B	-	13	0	1	1,599	1,599	7.7%	506	27	6	9,594	1,599	1.2%	390	22	5	7,947	1,589	1.3%	↑29.7%	↑22.7%	↑20.0%	↑20.7%	↑0.6%	↓0.1pp
MNT	27UP850K-W	-	50	1	3	5,997	1,999	6.0%	375	28	4	7,996	1,999	1.1%	2,048	102	16	28,694	1,793	0.8%	↓81.7%	↓72.5%	↓75.0%	↓72.1%	↑11.5%	↑0.3pp
MNT	27GX790B-B	-	12	0	0	-	0	0%	583	16	1	6,999	6,999	0.2%	1,232	14	0	-	0	0%	↓52.7%	↑14.3%	-	-	-	↑0.2pp
MNT	27G64NA-B	-	92	8	2	2,798	1,399	2.2%	1,907	94	5	6,995	1,399	0.3%	1,677	104	8	11,192	1,399	0.5%	↑13.7%	↓9.6%	↓37.5%	↓37.5%	0%	↓0.2pp
MNT	24G411B-B	-	14	0	0	-	0	0%	1,247	44	9	5,908	656	0.7%	1,464	66	21	13,481	642	1.4%	↓14.8%	↓33.3%	↓57.1%	↓56.2%	↑2.3%	↓0.7pp
MNT	27GX704A-B	-	4	0	0	-	0	0%	141	7	2	4,748	2,374	1.4%	269	14	3	6,682	2,227	1.1%	↓47.6%	↓50.0%	↓33.3%	↓28.9%	↑6.6%	↑0.3pp
MNT	27G850A-B	-	69	5	0	-	0	0%	1,198	49	1	3,854	3,854	0.1%	4,418	213	22	65,403	2,973	0.5%	↓72.9%	↓77.0%	↓95.5%	↓94.1%	↑29.6%	↓0.4pp
MNT	27G610A-B	-	3	0	0	-	0	0%	759	29	3	3,597	1,199	0.4%	816	38	3	3,297	1,099	0.4%	↓7.0%	↓23.7%	0%	↑9.1%	↑9.1%	0.0pp
MNT	32UQ850V-W	-	5	0	0	-	0	0%	167	7	1	3,134	3,134	0.6%	434	27	2	6,146	3,073	0.5%	↓61.5%	↓74.1%	↓50.0%	↓49.0%	↑2.0%	↑0.1pp
MNT	27UQ850V-W	-	7	1	0	-	0	0%	578	33	1	2,999	2,999	0.2%	1,130	58	4	10,888	2,722	0.4%	↓48.8%	↓43.1%	↓75.0%	↓72.5%	↑10.2%	↓0.2pp
MNT	34U601B-B	-	8	0	0	-	0	0%	183	3	1	1,599	1,599	0.5%	142	9	0	-	0	0%	↑28.9%	↓66.7%	-	-	-	↑0.5pp
MNT	27G411B-B	-	6	0	0	-	0	0%	677	10	1	799	799	0.1%	2,293	59	9	7,108	790	0.4%	↓70.5%	↓83.1%	↓88.9%	↓88.8%	↑1.2%	↓0.3pp
PC	16Z90U-K.ALB9C	-	1	0	0	-	0	0%	159	2	1	14,249	14,249	0.6%	562	3	0	-	0	0%	↓71.7%	↓33.3%	-	-	-	↑0.6pp
A/P	AS60GHWZ0	O	28	1	0	-	0	0%	3,051	21	2	3,398	1,699	0.1%	4,989	70	5	8,410	1,682	0.1%	↓38.8%	↓70.0%	↓60.0%	↓59.6%	↑1.0%	0.0pp
etc	DK2M	-	0	0	0	-	0	0%	9	5	2	400	200	22.2%	7	2	0	-	0	0%	↑28.6%	↑150.0%	-	-	-	↑22.2pp
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 (07/01-07/28) vs 前月同期 (06/01-06/28) · Unit: K RMB / 단위: K RMB

Product	Model	Jul MTD Jul 1 - Jul 287월 1일~7월 28일 누계			Jun. MTD Jun. 1 - Jun. 286월 1일~6월 28일 누계			vs Jun. Same Period Jun. 1 - Jun. 286월 1일~6월 28일 대비
Product	Model	LG.COM	JD	TM	LG.COM	JD	TM	LG.COM	JD	TM
W/M	FCY10R4M	4	192	10	-	187	5	NEW	↑2.3%	↑81.1%
	SC5MBR80H	31	133	-	17	55	-	↑83.3%	↑141.9%	-
	FCY90N2W	-	133	5	-	177	-	-	↓25.0%	NEW
	FCY10Y4M	7	99	23	6	95	11	↑20.0%	↑4.4%	↑105.3%
	S3GHM	-	82	31	-	153	27	-	↓46.8%	↑15.2%
	SC5GMR80H	35	40	-	-	150	-	NEW	↓73.2%	-
	FCY10Y4M+RH10V3MVTW	-	51	23	-	87	15	-	↓41.2%	↑54.7%
	FCY90M2P	-	63	7	-	187	-	-	↓66.4%	NEW
	WT1310BGA	60	-	-	25	-	-	↑144.5%	-	-
	FA12CA2C+RH10X75V2N	-	37	14	-	89	-	-	↓57.9%	NEW
REF	F544MMB95D	82	2	-	48	76	-	↑69.8%	↓98.0%	-
	F544MEH62D	20	36	13	46	136	-	↓57.2%	↓73.1%	NEW
	F664MEH95D	63	-	-	25	33	-	↑150.0%	-	-
	S674MEG11D	4	53	-	-	43	-	NEW	↑23.2%	-
	S674MPY11D	4	42	-	-	48	-	NEW	↓11.3%	-
	F544MEH85D	-	46	-	-	92	-	-	↓49.8%	-
	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	65QNED85BCA	24	130	-	-	67	-	NEW	↑93.6%	-
	OLED55G6PCA	-	130	-	-	97	-	-	↑34.3%	-
	OLED77C6PCA	-	99	-	-	-	-	-	NEW	-
	65QNED82BCA	-	59	21	4	76	27	-	↓23.1%	↓22.2%
	OLED55C6PCA	-	79	-	-	79	-	-	↓0.4%	-
	75QNED82BCA	20	48	-	-	107	6	NEW	↓55.4%	-
	OLED83C6PCA	-	57	-	-	261	-	-	↓78.2%	-
	85QNED82BCA	-	40	8	7	70	8	-	↓42.9%	↓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	41	8	-	24	153	-	↑70.2%	↓94.4%	-
	32GX850A-B	-	40	-	45	97	-	-	↓58.7%	-
	27GM950B-B	-	27	-	-	108	-	-	↓75.0%	-
	40U990A-W	11	12	-	11	36	-	0.0%	↓66.5%	-
	27GX700A-B	11	7	-	7	10	-	↑62.1%	↓24.0%	-
	32U990A-S	16	-	-	-	70	-	NEW	-	-
	45GX950A-B	-	14	-	-	-	-	-	NEW	-
	PU615U	-	14	-	6	20	-	-	↓29.3%	-
	27U730A-B	-	10	-	-	8	-	-	↑21.5%	-
PC	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	-	-	-	-	-	-	-	-	-
	16Z90U-K.ALB8C	-	-	-	-	-	-	-	-	-
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.【销售整体情况：达成落后但环比回落需客观看待】截至7/28，D2C 7月累计 GMV **475.5K USD**，达成率 **80.9%**，时间进度 90.3%，落后约 9.4pp；环比上月同期（6/1–6/28）**↓37.5%**。需客观看待：6月 618 大促全周期（5–6月）抬高了销售基线并提前透支需求，7月环比回落部分源于促销后的常规回落与市场正常化，不宜简单归因为销售疲软。当日 GMV 11.5K USD。

2.【店铺与渠道：JD承压、LG.COM超额、TM爬坡】渠道看，**JD 占 71.9%（341.8K USD）为绝对核心**，但达成率 80.8%、环比上月同期 **↓47.4%**，是大盘回落的主要拖累；LG.COM 达成率 **121.8%** 超额且整体环比 ↑16.5%（104.5K）；TM 新店爬坡、达成率 37.1%（29.3K）。三渠道结构分化明显，JD 的恢复节奏决定整体达成进度。

3.【品类下钻：型号结构是波动的核心解释变量】品类全线环比回落：WM ↓29.2%、REF ↓28.8%、TV ↓37.4%、MNT **↓62.5%**（降幅最大）、A/P ↓59.6%；PC 体量极小（2.1K）。波动可由型号结构差异解释——WM 由 **FCY10R4M（205.8K RMB）**、SC5MBR80H（164.2K）、FCY90N2W（137.9K）支撑；TV 由 65QNED85BCA（153.3K）、OLED55G6PCA（130.0K）领衔；MNT 主力 39GX950B-B（123.0K）但 UV 环比 ↓58.3%，型号空窗与到货节奏是品类增减的关键解释变量。

4.【JD重点型号：618后高转化客群提前成交】下钻 JD 重点型号：其整体 CVR 由上月初 0.38% 降至 0.28%，且 UV 仅降 19.2% 而 GMV 降 47.4%——说明 618 后高转化客群已提前成交，剩余流量转化效率走弱。各品类 CVR 普遍回落（WM 0.65%→0.47%、REF 0.31%→0.14%），型号别动销结构需复盘：是否存在重点型号断货或空窗，以及套装组合是否延续 618 期间的表现。

5.【LG.COM逆势增长：高ASP型号打法可复制】LG.COM 在多数品类环比回落中逆势增长：WM **↑132.9%**（32.9K vs 14.1K）、REF ↑28.9%（33.2K vs 25.7K），整体环比 ↑16.5%、达成率 121.8%。其 WM 的 ASP 由 830 升至 995.9 USD、CVR 由 0.14% 升至 0.25%，说明自营渠道在核心品类通过高 ASP 型号结构与转化优化实现了结构性增长，建议提炼其引流与详情页打法向 JD 复制，以对冲大盘回落。

6.【重点型号转化洼地：高UV零成交待修复】重点型号存在明显转化洼地：SC5MSR40（UV 3,794、CVR **0.0%**）、FMY10Y4PF+RH10V3PV8WS（UV 3,720、CVR 0.0%）、FN23BQH（UV 3,519、CVR 0.0%）流量可观却零成交。整体 TTL CVR 0.24% 较上月初 0.32% 仍有 0.08pp 修复空间。建议排查这些型号的详情页、定价与套装组合，把高 UV 转化为成交。

7.【专供型号集中度：13 SKU贡献29.0% GMV】专供型号贡献集中：**13 个专供 SKU**（占 93 个总 SKU 的 14.0%）贡献 GMV **960,030 RMB、占比 29.0%**，是 D2C 的重要销售支撑。高集中度意味着少数型号表现即可显著影响整体业绩。专供品仅在 D2C 渠道销售，建议在 LG.COM 与 JD 强化专供页面优化与促销资源倾斜，并关注其库存与数据采集同步频率，避免型号空窗拖累业绩。

8.【行动建议：修复漏斗、复制打法、复盘型号节奏】行动建议：① 修复转化洼地型号漏斗（页面/价格/组合），缩小 TTL CVR 与上月初 0.08pp 的缺口；② 复制 **LG.COM 逆势打法**（高 ASP 型号 + 转化优化）至 JD，对冲其 CVR 回落；③ 复盘 JD 重点型号动销结构、填补型号空窗、延续套装组合；④ 持续优化 TM 加购→成交漏斗（CVR 仅 0.07%）。同时客观评估 618 后基线变化对环比的影响，避免误判为单纯销售下滑。

1.[전체 실적: 달성 격차 있으나环比下降는 객관적 평가 필요] 7/28 기준 D2C 7월 누적 GMV는 **475.5K USD**, 달성률 **80.9%**, 경과율 90.3%로 약 9.4pp 뒤처짐. 전월 동기(6/1–6/28) 대비 **↓37.5%**. 단, 6월 618 대프로모션 전주기(5–6월)가 기준선을 높이고 수요를 선(先)반출했으므로 7월环比下降는 프로모션 이후의 정상화·시장 안정화 영향이 일부 반영된 것으로 객관적 평가가 필요하며 단순한 실적 부진으로만 해석해선 안 됨. 당일 GMV 11.5K USD.

2.[채널 구조: JD 부진, LG.COM 초과달성, TM 램프업] 채널별로 **JD가 71.9%(341.8K USD)로 절대적 핵심**이나 달성률 80.8%, 전월 동기 대비 **↓47.4%**로 전반 하락의 주된 요인. LG.COM은 달성률 **121.8%**로 목표 초과 달성하며 전체 전월 대비 ↑16.5%(104.5K). TM은 신규 오픈 채널로 달성률 37.1%(29.3K) 램프업 단계. 3개 채널 구조가 뚜렷이 분화되며 JD의 회복 속도가 전체 달성 진도를 좌우함.

3.[카테고리 하향: 모델 구성이 등락의 핵심 설명 변수] 전 카테고리 전월 대비 하락: WM ↓29.2%, REF ↓28.8%, TV ↓37.4%, MNT **↓62.5%**(최대 폭), A/P ↓59.6%; PC는 규모 미미(2.1K). 등락은 모델 구성 차이로 설명됨 — WM은 **FCY10R4M(205.8K RMB)**, SC5MBR80H(164.2K), FCY90N2W(137.9K)가 견인; TV는 65QNED85BCA(153.3K), OLED55G6PCA(130.0K) 선두; MNT 주력 39GX950B-B(123.0K)이나 UV가 전월 대비 ↓58.3%로 모델 공백 및 입고 리듬이 카테고리 증감의 핵심 설명 변수.

4.[JD 주력 모델: 618 이후 고전환 구매층 선매입] JD 주력 모델 하향 분석: 전체 CVR이 전월 초 0.38%에서 0.28%로 하락했으며 UV는 19.2% 감소에 그친 반면 GMV는 47.4% 감소 — 618 이후 고전환 구매층이 선(先)매입되어 잔여 트래픽 전환 효율이 약화됨을 시사. 카테고리별 CVR도 일제히 하락(WM 0.65%→0.47%, REF 0.31%→0.14%)하며 모델별 판매 구조 재점검이 필요: 주력 모델 품절·공백 여부와 패키지 조합이 618 기간 수준을 유지하는지 확인 필요.

5.[LG.COM 역성장: 고ASP 모델 노하우 복제 가치] LG.COM은 대다수 카테고리 전월 대비 하락 속에서 역성장: WM **↑132.9%**(32.9K vs 14.1K), REF ↑28.9%(33.2K vs 25.7K), 전체 전월 대비 ↑16.5%, 달성률 121.8%. WM의 ASP가 830에서 995.9 USD로, CVR이 0.14%에서 0.25%로 상승해 자사몰이 핵심 카테고리에서 고ASP 모델 구성과 전환 최적화로 구조적 성장을 실현했음을 보여줌. 이 유입·상세페이지 노하우를 추출해 JD에 복제, 전반적 하락 상쇄 권장.

6.[주력 모델 전환 함정: 고UV·zero 전환 개선 필요] 주력 모델에 뚜렷한 전환 함정 존재: SC5MSR40(UV 3,794, CVR **0.0%**), FMY10Y4PF+RH10V3PV8WS(UV 3,720, CVR 0.0%), FN23BQH(UV 3,519, CVR 0.0%)는 트래픽은 있으나 zero 전환. 전체 TTL CVR 0.24%는 전월 초 0.32% 대비 0.08pp 개선 여지가 있음. 해당 모델의 상세페이지·가격·패키지 조합을 점검해 고UV를 주문으로 전환할 것을 권장.

7.[전용 모델 집중도: 13 SKU가 GMV 29.0% 기여] 전용 모델 기여가 집중됨: **전용 SKU 13개**(전체 93개 중 14.0%)가 GMV **960,030 RMB, 비중 29.0%**를 차지하며 D2C의 중요 매출 기둥. 높은 집중도는 소수 모델 성과가 전체 실적에 직접 영향. 전용 모델은 D2C 채널에서만 판매되므로 LG.COM과 JD에서 전용 페이지 최적화와 프로모션 자원 집중을 강화하고, 재고 및 데이터 수집 동기화 주기를 점검해 모델 공백으로 인한 실적 훼손 방지 필요.

8.[액션 제언: 퍼널 복구·노하우 복제·모델 리듬 재점검] 액션 제언: ① 전환 함정 모델 퍼널 복구(페이지·가격·조합)로 TTL CVR의 전월 초 대비 0.08pp 격차 축소; ② **LG.COM 역성장 노하우**(고ASP 모델+전환 최적화)를 JD에 복제해 CVR 하락 상쇄; ③ JD 주력 모델 판매 구조 재점검, 모델 공백 메우기 및 패키지 조합 유지; ④ TM 장바구니→주문 퍼널持续优化(CVR 0.07% 수준). 아울러 618 이후 기준선 변화가 전월 대비에 미친 영향을 객관 평가해 단순 실적 부진으로 오판하지 않도록 할 것.