LGECH D2C Daily Report

업데이트: 2026-07-21

Channel × Product Performance · Period 07/01 - 07/20 · Unit: K USD · Rate: ¥6.8/USD · Net GMV = GMV - Cancel

Today Net GMV당일 Net GMV (2026-07-20 당일)6.3 K USD

MTD Net GMV월 누계 Net GMV (07/01 - 07/20)326.0 K USD

Net GMV Target AchievementGMV 목표 달성률55.5%326.0 / 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.COM63Net GMV K USDProg.Prog.

74.0%

Retail JD245Net GMV K USDProg.Prog.

57.8%

Retail TM18Net GMV K USDProg.Prog.

22.7%

W/M134

前月同期 257 K USD전월 동기

↓48.0%

REF58

前月同期 87 K USD전월 동기

↓33.6%

LTV89

前月同期 176 K USD전월 동기

↓49.2%

MNT43

前月同期 123 K USD전월 동기

↓65.1%

PC2

前月同期 0 K USD전월 동기

A/P0

前月同期 1 K USD전월 동기

↓66.7%

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

7/20 Daily · Jul MTD · vs Jun. Same Period · Net GMV Unit: K USD · ASP Unit: USD/EA 7/20 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	7/20 Daily7/20 당일						Jul MTD Jul 1 - Jul 207월 1일~7월 20일 누계						vs Jun. Same Period Jun. 1 - Jun. 206월 1일~6월 20일 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	4,347	169	15	4.7	312	0.35%	96,782	3,916	316	133.7	423	0.33%	↓6.2%	↓11.9%	↓39.1%	↓48.0%	↓14.6%	↓0.18pp
D2C	REF	1,626	65	0	0	0	0.00%	30,832	1,137	57	57.7	1,012	0.18%	↑1.4%	↑12.6%	↓24.0%	↓33.6%	↓12.7%	↓0.06pp
D2C	LTV	3,196	93	2	1.2	584	0.06%	61,648	2,058	92	89.4	971	0.15%	↓36.8%	↓26.1%	↓39.9%	↓49.2%	↓15.6%	↓0.01pp
D2C	MNT	837	36	1	0.5	497	0.12%	18,107	754	51	42.9	841	0.28%	↓62.1%	↓63.5%	↓70.0%	↓65.1%	↑16.2%	↓0.07pp
D2C	PC	9	0	0	0	0	0.00%	713	14	1	2.1	2,095	0.14%	↓53.9%	0%	-	-	-	↑0.14pp
D2C	A/P	196	1	0	0	0	0.00%	2,805	13	1	0.2	250	0.04%	↓18.3%	↓79.4%	↓66.7%	↓66.7%	0%	↓0.05pp
D2C	TTL	10,211	364	18	6.3	353	0.18%	210,887	7,892	518	325.9	629	0.25%	↓25.7%	↓24.0%	↓43.7%	↓49.4%	↓10.1%	↓0.08pp
LG.COM	W/M	465	2	1	0.3	265	0.22%	11,688	61	15	14.6	971	0.13%	↑78.5%	↑125.9%	↑15.4%	↑23.2%	↑6.7%	↓0.07pp
LG.COM	REF	197	1	0	0	0	0.00%	4,405	23	20	25.8	1,288	0.45%	↓15.6%	↑666.7%	↑42.9%	↑53.7%	↑7.6%	↑0.19pp
LG.COM	LTV	33	2	0	0	0	0.00%	3,578	21	7	5.7	818	0.20%	↓64.8%	↑40.0%	↓65.0%	↓73.8%	↓25.1%	0.00pp
LG.COM	MNT	58	4	0	0	0	0.00%	3,249	99	16	15.2	952	0.49%	↓60.0%	↓11.6%	↓38.5%	↓11.4%	↑43.9%	↑0.17pp
LG.COM	PC	4	0	0	0	0	0.00%	518	6	1	2.1	2,095	0.19%	↓61.0%	↑20.0%	-	-	-	↑0.19pp
LG.COM	A/P	185	0	0	0	0	0.00%	2,614	2	0	0	0	0.00%	↑792.2%	-	-	-	-	0.00pp
LG.COM	TTL	942	9	1	0.3	265	0.11%	26,052	212	59	63.4	1,074	0.23%	↓17.7%	↑30.9%	↓19.2%	↓6.3%	↑16.0%	0.00pp
JD	W/M	2,592	145	14	4.4	316	0.54%	62,778	3,270	283	104.1	368	0.45%	↓9.2%	↓16.2%	↓42.5%	↓55.8%	↓23.2%	↓0.26pp
JD	REF	1,080	49	0	0	0	0.00%	20,884	942	37	31.9	862	0.18%	↑1.7%	↑2.2%	↓39.3%	↓54.5%	↓25.0%	↓0.12pp
JD	LTV	2,570	79	2	1.2	584	0.08%	48,062	1,785	80	80.7	1,008	0.17%	↓36.3%	↓30.9%	↓35.5%	↓45.7%	↓15.9%	0.00pp
JD	MNT	779	32	1	0.5	497	0.13%	14,857	655	35	27.7	790	0.24%	↓62.5%	↓66.4%	↓75.7%	↓73.9%	↑7.5%	↓0.13pp
JD	PC	5	0	0	0	0	0.00%	195	8	0	0	0	0.00%	↓10.1%	↓11.1%	-	-	-	0.00pp
JD	A/P	6	1	0	0	0	0.00%	136	10	1	0.2	250	0.74%	↓95.7%	↓84.1%	↓66.7%	↓66.7%	0%	↑0.64pp
JD	TTL	7,032	306	17	6.1	358	0.24%	146,912	6,670	436	244.6	561	0.30%	↓29.4%	↓29.3%	↓47.1%	↓56.4%	↓17.6%	↓0.10pp
TM	W/M	1,290	22	0	0	0	0.00%	22,316	585	18	15.0	833	0.08%	↓19.0%	↑13.4%	↑28.6%	↑57.1%	↑22.2%	↑0.03pp
TM	REF	349	15	0	0	0	0.00%	5,543	172	0	0	0	0.00%	↑19.0%	↑102.4%	-	-	-	0.00pp
TM	LTV	593	12	0	0	0	0.00%	10,008	252	5	3.0	596	0.05%	↓15.9%	↑35.5%	↓44.4%	↓46.5%	↓3.7%	↓0.03pp
TM	MNT	0	0	0	0	0	0.00%	1	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	5	0	0	0	0	0.00%	55	1	0	0	0	0.00%	-	-	-	-	-	0.00pp
TM	TTL	2,237	49	0	0	0	0.00%	37,923	1,010	23	18.0	782	0.06%	↓14.0%	↑28.3%	0%	↑18.9%	↑18.9%	↑0.01pp

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 20 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 20일 Net GMV입니다.

全产品 SKU 实绩详细전 제품 SKU 실적 상세

Unit: RMB / 단위: RMB(7/16 Daily · 07/01-07/16 MTD · vs 06/01-06/16 · Showing 78 models with sales) (7/16 당일 · 07/01-07/16 누계 · 대비 06/01-06/16 · 판매 발생 78개 모델)

Product	Model	专供 전용	7/20 Daily7/20 당일						Jul MTD Jul 1 - Jul 207월 1일~7월 20일 누계						Jun. MTD Jun. 1 - Jun. 206월 1일~6월 20일 누계						vs Jun. Same Period Jun. 1 - Jun. 206월 1일~6월 20일 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	305	24	4	5,040	1,260	1.3%	6,970	389	79	147,703	1,870	1.1%	6,977	412	90	163,379	1,815	1.3%	↓0.1%	↓5.6%	↓12.2%	↓9.6%	↑3.0%	↓0.2pp
WM	FCY90N2W	-	418	14	5	4,661	932	1.2%	8,149	366	69	105,397	1,528	0.8%	8,640	497	95	134,001	1,410	1.1%	↓5.7%	↓26.4%	↓27.4%	↓21.3%	↑8.3%	↓0.3pp
WM	FCY10Y4M	O	439	12	1	1,799	1,799	0.2%	7,654	312	56	90,757	1,621	0.7%	11,380	349	52	85,628	1,647	0.5%	↓32.7%	↓10.6%	↑7.7%	↑6.0%	↓1.6%	↑0.2pp
WM	S3GHM	O	282	10	0	-	0	0%	7,715	259	7	65,795	9,399	0.1%	7,273	268	16	144,445	9,028	0.2%	↑6.1%	↓3.4%	↓56.2%	↓54.4%	↑4.1%	↓0.1pp
WM	SC5GMR80H	-	147	8	0	-	0	0%	3,482	211	3	57,382	19,127	0.1%	3,468	125	5	90,555	18,111	0.1%	↑0.4%	↑68.8%	↓40.0%	↓36.6%	↑5.6%	0.0pp
WM	SC5MBR80H	O	413	12	0	-	0	0%	8,939	276	3	54,812	18,271	0.0%	7,710	182	4	71,913	17,978	0.1%	↑15.9%	↑51.6%	↓25.0%	↓23.8%	↑1.6%	↓0.1pp
WM	FCY90M2P	-	138	17	1	2,890	2,890	0.7%	2,480	220	28	54,402	1,943	1.1%	3,306	336	83	150,885	1,818	2.5%	↓25.0%	↓34.5%	↓66.3%	↓63.9%	↑6.9%	↓1.4pp
WM	FCY10Y4M+RH10V3MVTW	O	657	16	1	6,339	6,339	0.2%	14,291	328	7	42,180	6,026	0.0%	14,421	330	15	87,079	5,805	0.1%	↓0.9%	↓0.6%	↓53.3%	↓51.6%	↑3.8%	↓0.1pp
WM	FCW12D4WA	-	24	2	0	-	0	0%	880	54	10	38,333	3,833	1.1%	1,334	104	11	37,200	3,382	0.8%	↓34.0%	↓48.1%	↓9.1%	↑3.0%	↑13.4%	↑0.3pp
WM	S3IF	-	32	2	0	-	0	0%	1,098	51	4	37,181	9,295	0.4%	1,178	66	12	103,626	8,636	1.0%	↓6.8%	↓22.7%	↓66.7%	↓64.1%	↑7.6%	↓0.6pp
WM	RH10V9PV2WR	-	9	1	1	5,524	5,524	11.1%	356	24	5	27,633	5,527	1.4%	231	12	0	-	0	0%	↑54.1%	↑100.0%	-	-	-	↑1.4pp
WM	FA12CA2C+RH10X75V2N	-	249	10	0	-	0	0%	4,825	203	2	26,673	13,336	0.0%	4,576	265	10	103,117	10,312	0.2%	↑5.4%	↓23.4%	↓80.0%	↓74.1%	↑29.3%	↓0.2pp
WM	FA12CA2C	-	18	1	0	-	0	0%	823	36	4	22,616	5,654	0.5%	1,171	49	2	6,271	3,136	0.2%	↓29.7%	↓26.5%	↑100.0%	↑260.6%	↑80.3%	↑0.3pp
WM	FH12X9WCA	-	20	1	0	-	0	0%	558	30	3	20,748	6,916	0.5%	65	3	0	-	0	0%	↑758.5%	↑900.0%	-	-	-	↑0.5pp
WM	SC5MSR40	-	76	4	0	-	0	0%	2,679	134	1	18,399	18,399	0.0%	4,990	77	0	-400	0	0%	↓46.3%	↑74.0%	-	↓4699.8%	-	0.0pp
WM	FMY10Y4PF	O	29	3	0	-	0	0%	1,302	57	9	14,319	1,591	0.7%	2,805	93	6	11,535	1,922	0.2%	↓53.6%	↓38.7%	↑50.0%	↑24.1%	↓17.2%	↑0.5pp
WM	WT1310BGA	-	205	1	0	-	0	0%	3,385	22	1	11,684	11,684	0.0%	1,507	62	2	24,698	12,349	0.1%	↑124.6%	↓64.5%	↓50.0%	↓52.7%	↓5.4%	↓0.1pp
WM	FCW12Y4PA	-	6	0	0	-	0	0%	355	20	4	11,616	2,904	1.1%	726	41	13	29,985	2,306	1.8%	↓51.1%	↓51.2%	↓69.2%	↓61.3%	↑25.9%	↓0.7pp
WM	FCW12Y4WA	-	73	1	0	-	0	0%	1,538	53	5	10,755	2,151	0.3%	1,538	130	21	52,704	2,510	1.4%	0%	↓59.2%	↓76.2%	↓79.6%	↓14.3%	↓1.1pp
WM	FW12X4WC2	-	29	1	0	-	0	0%	765	14	3	10,309	3,436	0.4%	0	0	0	-	0	0%	-	-	-	-	-	↑0.4pp
WM	FN23WQH	-	23	2	0	-	0	0%	968	52	1	9,899	9,899	0.1%	527	50	4	43,215	10,804	0.8%	↑83.7%	↑4.0%	↓75.0%	↓77.1%	↓8.4%	↓0.7pp
WM	DH12X4WC2	-	11	0	0	-	0	0%	208	9	1	6,969	6,969	0.5%	0	0	0	-	0	0%	-	-	-	-	-	↑0.5pp
WM	FMY10Y4PF+RH10V3PV8WS	-	93	4	0	-	0	0%	3,215	134	1	6,599	6,599	0.0%	1,812	69	3	19,196	6,399	0.2%	↑77.4%	↑94.2%	↓66.7%	↓65.6%	↑3.1%	↓0.2pp
WM	FMW10Y4WA	-	53	3	2	5,598	2,799	3.8%	1,239	77	5	6,091	1,218	0.4%	1,272	86	4	7,878	1,970	0.3%	↓2.6%	↓10.5%	↑25.0%	↓22.7%	↓38.1%	↑0.1pp
WM	RH10X75V2N	-	6	1	0	-	0	0%	156	15	1	5,760	5,760	0.6%	231	17	0	-	0	0%	↓32.5%	↓11.8%	-	-	-	↑0.6pp
WM	FCW10Y4PA	-	23	2	0	-	0	0%	620	34	2	4,757	2,378	0.3%	803	56	14	26,406	1,886	1.7%	↓22.8%	↓39.3%	↓85.7%	↓82.0%	↑26.1%	↓1.4pp
WM	FCK12D2CE	-	3	0	0	-	0	0%	23	1	1	4,445	4,445	4.3%	15	3	0	-	0	0%	↑53.3%	↓66.7%	-	-	-	↑4.3pp
WM	FCV13G4W	-	33	1	0	-	0	0%	535	40	1	4,164	4,164	0.2%	851	68	7	29,666	4,238	0.8%	↓37.1%	↓41.2%	↓85.7%	↓86.0%	↓1.7%	↓0.6pp
WM	FN23BQH	-	143	5	0	-	0	0%	2,933	102	1	1,434	1,434	0.0%	1,682	55	7	63,576	9,082	0.4%	↑74.4%	↑85.5%	↓85.7%	↓97.7%	↓84.2%	↓0.4pp
Ref	F544MMB95D	-	285	4	0	-	0	0%	4,185	72	6	60,889	10,148	0.1%	5,056	124	7	82,551	11,793	0.1%	↓17.2%	↓41.9%	↓14.3%	↓26.2%	↓13.9%	0.0pp
Ref	F664MEH95D	-	35	0	0	-	0	0%	608	33	4	50,384	12,596	0.7%	1,025	43	3	45,744	15,248	0.3%	↓40.7%	↓23.3%	↑33.3%	↑10.1%	↓17.4%	↑0.4pp
Ref	F544MEH62D	-	459	22	0	-	0	0%	8,140	285	8	49,157	6,145	0.1%	2,212	138	22	152,851	6,948	1.0%	↑268.0%	↑106.5%	↓63.6%	↓67.8%	↓11.6%	↓0.9pp
Ref	S674MPY11D	-	4	0	0	-	0	0%	2,054	102	13	46,366	3,567	0.6%	1,972	87	9	39,294	4,366	0.5%	↑4.2%	↑17.2%	↑44.4%	↑18.0%	↓18.3%	↑0.1pp
Ref	S674MEG11D	-	270	18	0	-	0	0%	3,962	184	10	40,172	4,017	0.3%	5,700	164	9	38,324	4,258	0.2%	↓30.5%	↑12.2%	↑11.1%	↑4.8%	↓5.7%	↑0.1pp
Ref	F664MPY88D	-	70	4	0	-	0	0%	1,217	72	2	31,792	15,896	0.2%	1,379	38	2	31,792	15,896	0.1%	↓11.7%	↑89.5%	0%	0%	0%	↑0.1pp
Ref	S653MWW87D	-	242	8	0	-	0	0%	3,763	143	3	29,494	9,831	0.1%	2,855	76	1	9,648	9,648	0.0%	↑31.8%	↑88.2%	↑200.0%	↑205.7%	↑1.9%	↑0.1pp
Ref	F544MEP62D	-	96	3	0	-	0	0%	2,119	80	4	27,632	6,908	0.2%	2,040	45	2	11,989	5,994	0.1%	↑3.9%	↑77.8%	↑100.0%	↑130.5%	↑15.2%	↑0.1pp
Ref	F544MEH85D	-	125	4	0	-	0	0%	2,735	97	3	26,700	8,900	0.1%	2,908	144	12	100,049	8,337	0.4%	↓5.9%	↓32.6%	↓75.0%	↓73.3%	↑6.7%	↓0.3pp
Ref	S653MPY33D	-	12	1	0	-	0	0%	1,409	36	3	19,633	6,544	0.2%	1,723	37	2	15,343	7,672	0.1%	↓18.2%	↓2.7%	↑50.0%	↑28.0%	↓14.7%	↑0.1pp
Ref	S653MEP87D	-	17	0	0	-	0	0%	347	21	1	9,899	9,899	0.3%	2,134	66	5	47,392	9,478	0.2%	↓83.7%	↓68.2%	↓80.0%	↓79.1%	↑4.4%	↑0.1pp
TV	OLED55G6PCA	-	148	4	0	-	0	0%	2,584	77	10	107,960	10,796	0.4%	4,866	159	9	85,829	9,537	0.2%	↓46.9%	↓51.6%	↑11.1%	↑25.8%	↑13.2%	↑0.2pp
TV	65QNED85BCA	-	141	4	0	-	0	0%	3,160	101	21	106,460	5,070	0.7%	4,942	155	9	45,415	5,046	0.2%	↓36.1%	↓34.8%	↑133.3%	↑134.4%	↑0.5%	↑0.5pp
TV	OLED77C6PCA	-	95	3	1	35	35	1.1%	1,629	56	7	98,840	14,120	0.4%	1,887	61	0	-37,918	0	0%	↓13.7%	↓8.2%	-	↓360.7%	-	↑0.4pp
TV	65QNED82BCA	O	703	16	0	-	0	0%	12,943	328	17	66,250	3,897	0.1%	14,837	314	19	80,012	4,211	0.1%	↓12.8%	↑4.5%	↓10.5%	↓17.2%	↓7.5%	0.0pp
TV	OLED83C6PCA	-	100	4	0	-	0	0%	1,693	63	2	56,998	28,499	0.1%	3,923	170	10	289,490	28,949	0.3%	↓56.8%	↓62.9%	↓80.0%	↓80.3%	↓1.6%	↓0.2pp
TV	OLED55C6PCA	-	93	5	1	7,904	7,904	1.1%	2,368	86	8	55,180	6,898	0.3%	3,099	119	10	55,429	5,543	0.3%	↓23.6%	↓27.7%	↓20.0%	↓0.4%	↑24.4%	0.0pp
TV	OLED65B6PCA	-	40	1	0	-	0	0%	433	13	4	43,476	10,869	0.9%	67	0	0	-	0	0%	↑546.3%	-	-	-	-	↑0.9pp
TV	75QNED82BCA	O	183	4	0	-	0	0%	4,389	138	8	39,946	4,993	0.2%	6,662	203	18	95,034	5,280	0.3%	↓34.1%	↓32.0%	↓55.6%	↓58.0%	↓5.4%	↓0.1pp
TV	OLED48C6PCA	-	151	2	0	-	0	0%	3,201	84	3	19,892	6,631	0.1%	6,754	150	10	68,662	6,866	0.1%	↓52.6%	↓44.0%	↓70.0%	↓71.0%	↓3.4%	0.0pp
TV	86QNED85BCA	-	74	2	0	-	0	0%	1,602	76	2	17,242	8,621	0.1%	4,156	94	4	31,997	7,999	0.1%	↓61.5%	↓19.1%	↓50.0%	↓46.1%	↑7.8%	0.0pp
TV	OLED77B6PCA	-	32	0	0	-	0	0%	502	13	1	15,999	15,999	0.2%	1,045	25	0	-	0	0%	↓52.0%	↓48.0%	-	-	-	↑0.2pp
TV	85QNED82BCA	O	209	11	0	-	0	0%	4,960	168	2	15,998	7,999	0.0%	7,360	165	10	77,535	7,754	0.1%	↓32.6%	↑1.8%	↓80.0%	↓79.4%	↑3.2%	↓0.1pp
TV	OLED65C6PCA	-	169	1	0	-	0	0%	3,193	74	1	13,999	13,999	0.0%	3,131	110	4	57,496	14,374	0.1%	↑2.0%	↓32.7%	↓75.0%	↓75.7%	↓2.6%	↓0.1pp
TV	86MRGB86BCA	-	101	4	0	-	0	0%	1,357	54	2	13,724	6,862	0.1%	966	10	0	-	0	0%	↑40.5%	↑440.0%	-	-	-	↑0.1pp
TV	65MRGB86BCA	-	73	0	0	-	0	0%	1,460	22	2	12,752	6,376	0.1%	1,095	19	5	30,825	6,165	0.5%	↑33.3%	↑15.8%	↓60.0%	↓58.6%	↑3.4%	↓0.4pp
TV	75MRGB86BCA	-	46	3	0	-	0	0%	750	31	1	8,506	8,506	0.1%	813	12	1	7,599	7,599	0.1%	↓7.7%	↑158.3%	0%	↑11.9%	↑11.9%	0.0pp
TV	OLED42C6PCA	-	161	5	0	-	0	0%	3,006	116	1	6,123	6,123	0.0%	6,367	203	-1	-5,439	0	-0.0%	↓52.8%	↓42.9%	↓200.0%	↓212.6%	-	0.0pp
TV	75QNED85ACA	-	0	0	0	-	0	0%	84	3	1	5,035	5,035	1.2%	785	0	7	35,010	5,001	0.9%	↓89.3%	-	↓85.7%	↓85.6%	↑0.7%	↑0.3pp
TV	75QNED85BCA	-	118	3	0	-	0	0%	2,342	86	0	34	0	0%	2,554	84	6	44,580	7,430	0.2%	↓8.3%	↑2.4%	↓100.0%	↓99.9%	↓100.0%	↓0.2pp
MNT	39GX950B-B	-	36	1	0	-	0	0%	1,391	71	10	122,990	12,299	0.7%	2,063	78	5	61,895	12,379	0.2%	↓32.6%	↓9.0%	↑100.0%	↑98.7%	↓0.6%	↑0.5pp
MNT	32GX850A-B	O	294	11	0	-	0	0%	4,483	197	6	29,994	4,999	0.1%	8,130	358	28	131,537	4,698	0.3%	↓44.9%	↓45.0%	↓78.6%	↓77.2%	↑6.4%	↓0.2pp
MNT	27GM950B-B	-	28	0	0	-	0	0%	688	28	3	26,997	8,999	0.4%	6,327	395	14	125,986	8,999	0.2%	↓89.1%	↓92.9%	↓78.6%	↓78.6%	0%	↑0.2pp
MNT	32GX870B-B	-	10	2	0	-	0	0%	1,542	62	3	25,072	8,357	0.2%	4,414	243	19	160,673	8,456	0.4%	↓65.1%	↓74.5%	↓84.2%	↓84.4%	↓1.2%	↓0.2pp
MNT	40U990A-W	-	0	0	0	-	0	0%	352	9	2	23,398	11,699	0.6%	837	12	2	23,198	11,599	0.2%	↓57.9%	↓25.0%	0%	↑0.9%	↑0.9%	↑0.4pp
MNT	27GX700A-B	-	12	1	0	-	0	0%	615	23	5	18,035	3,607	0.8%	1,606	45	4	12,905	3,226	0.2%	↓61.7%	↓48.9%	↑25.0%	↑39.8%	↑11.8%	↑0.6pp
MNT	45GX950A-B	-	15	0	0	-	0	0%	405	5	1	13,999	13,999	0.2%	1,045	21	0	-	0	0%	↓61.2%	↓76.2%	-	-	-	↑0.2pp
MNT	PU615U	O	18	2	0	-	0	0%	340	7	2	13,998	6,999	0.6%	521	7	3	19,467	6,489	0.6%	↓34.7%	0%	↓33.3%	↓28.1%	↑7.9%	0.0pp
MNT	27GX704A-B	-	4	0	0	-	0	0%	102	6	3	7,122	2,374	2.9%	227	13	1	2,124	2,124	0.4%	↓55.1%	↓53.8%	↑200.0%	↑235.3%	↑11.8%	↑2.5pp
MNT	27U730A-B	-	18	3	0	-	0	0%	365	19	4	6,396	1,599	1.1%	300	22	5	7,947	1,589	1.7%	↑21.7%	↓13.6%	↓20.0%	↓19.5%	↑0.6%	↓0.6pp
MNT	24G411B-B	-	49	3	0	-	0	0%	1,048	43	6	3,861	644	0.6%	1,043	52	16	10,320	645	1.5%	↑0.5%	↓17.3%	↓62.5%	↓62.6%	↓0.2%	↓0.9pp
MNT	27G850A-B	-	55	3	1	3,379	3,379	1.8%	738	31	1	3,854	3,854	0.1%	4,151	197	19	56,381	2,967	0.5%	↓82.2%	↓84.3%	↓94.7%	↓93.2%	↑29.9%	↓0.4pp
MNT	32UQ850V-W	-	1	0	0	-	0	0%	135	7	1	3,134	3,134	0.7%	365	21	2	6,146	3,073	0.5%	↓63.0%	↓66.7%	↓50.0%	↓49.0%	↑2.0%	↑0.2pp
MNT	27UQ850V-W	-	6	0	0	-	0	0%	480	28	1	2,999	2,999	0.2%	947	51	4	10,888	2,722	0.4%	↓49.3%	↓45.1%	↓75.0%	↓72.5%	↑10.2%	↓0.2pp
MNT	27G610A-B	-	49	0	0	-	0	0%	612	24	2	2,398	1,199	0.3%	655	29	3	3,297	1,099	0.5%	↓6.6%	↓17.2%	↓33.3%	↓27.3%	↑9.1%	↓0.2pp
MNT	34U601B-B	-	7	0	0	-	0	0%	133	2	1	1,599	1,599	0.8%	95	3	0	-	0	0%	↑40.0%	↓33.3%	-	-	-	↑0.8pp
MNT	27G411B-B	-	4	0	0	-	0	0%	596	10	1	799	799	0.2%	1,799	43	10	7,867	787	0.6%	↓66.9%	↓76.7%	↓90.0%	↓89.8%	↑1.6%	↓0.4pp
PC	16Z90U-K.ALB9C	-	0	0	0	-	0	0%	133	2	1	14,249	14,249	0.8%	350	0	0	-	0	0%	↓62.0%	-	-	-	-	↑0.8pp
A/P	AS60GHWZ0	O	196	1	0	-	0	0%	2,805	13	1	1,699	1,699	0.0%	3,433	63	3	5,097	1,699	0.1%	↓18.3%	↓79.4%	↓66.7%	↓66.7%	0%	↓0.1pp
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%	11	1	1	190	190	9.1%	1	0	1	140	140	100.0%	↑1000.0%	-	0%	↑35.7%	↑35.7%	↓90.9pp

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 (07/01-07/20) vs 前月同期 (06/01-06/20) · Unit: K RMB / 단위: K RMB

Product	Model	Jul MTD Jul 1 - Jul 207월 1일~7월 20일 누계			Jun. MTD Jun. 1 - Jun. 206월 1일~6월 20일 누계			vs Jun. Same Period Jun. 1 - Jun. 206월 1일~6월 20일 대비
Product	Model	LG.COM	JD	TM	LG.COM	JD	TM	LG.COM	JD	TM
W/M	FCY10R4M	2	139	6	-	161	2	NEW	↓13.5%	↑148.0%
	FCY90N2W	-	103	2	-	134	-	-	↓23.1%	NEW
	FCY10Y4M	2	74	15	6	73	7	↓70.0%	↑1.4%	↑123.5%
	S3GHM	-	55	11	-	117	27	-	↓53.3%	↓59.3%
	SC5GMR80H	17	40	-	-	91	-	NEW	↓55.8%	-
	SC5MBR80H	17	38	-	17	55	-	0.0%	↓31.0%	-
	FCY90M2P	-	51	3	-	151	-	-	↓66.1%	NEW
	FCY10Y4M+RH10V3MVTW	-	19	23	-	87	-	-	↓78.0%	NEW
	FCW12D4WA	11	27	-	5	33	-	↑145.7%	↓17.2%	-
	S3IF	-	37	-	10	94	-	-	↓60.5%	-
REF	F544MMB95D	48	13	-	19	63	-	↑150.0%	↓79.7%	-
	F664MEH95D	50	-	-	13	33	-	↑300.0%	-	-
	F544MEH62D	20	30	-	39	114	-	↓50.1%	↓74.0%	-
	S674MPY11D	4	42	-	-	39	-	NEW	↑7.4%	-
	S674MEG11D	-	40	-	-	38	-	-	↑5.0%	-
	F664MPY88D	14	18	-	14	18	-	0.0%	0.0%	-
	S653MWW87D	-	30	-	-	10	-	-	↑207.3%	-
	F544MEP62D	20	8	-	13	-	-	↑49.6%	NEW	-
	F544MEH85D	-	27	-	-	100	-	-	↓73.3%	-
	S653MPY33D	20	-	-	6	9	-	↑201.5%	-	-
LTV	OLED55G6PCA	-	108	-	-	86	-	-	↑25.9%	-
	65QNED85BCA	14	92	-	-	45	-	NEW	↑102.6%	-
	OLED77C6PCA	-	99	-	-	-	-	-	NEW	-
	65QNED82BCA	-	54	12	4	63	14	-	↓13.9%	↓9.6%
	OLED83C6PCA	-	57	-	-	290	-	-	↓80.3%	-
	OLED55C6PCA	-	55	-	-	55	-	-	↓0.4%	-
	OLED65B6PCA	-	44	-	-	-	-	-	NEW	-
	75QNED82BCA	10	30	-	-	89	6	NEW	↓66.6%	-
	OLED48C6PCA	-	20	-	-	69	-	-	↓71.0%	-
	86QNED85BCA	9	-	8	-	32	-	NEW	-	NEW
MNT	39GX950B-B	45	78	-	10	52	-	↑354.5%	↑50.0%	-
	32GX850A-B	-	30	-	45	86	-	-	↓65.3%	-
	27GM950B-B	-	27	-	-	126	-	-	↓78.6%	-
	32GX870B-B	25	-	-	16	144	-	↑55.9%	-	-
	40U990A-W	11	12	-	11	12	-	0.0%	↑1.7%	-
	27GX700A-B	11	7	-	7	6	-	↑62.1%	↑15.9%	-
	45GX950A-B	-	14	-	-	-	-	-	NEW	-
	PU615U	-	14	-	6	13	-	-	↑6.1%	-
	27GX704A-B	7	-	-	-	2	-	NEW	-	-
	27U730A-B	-	6	-	-	8	-	-	↓19.0%	-
PC	16Z90U-K.ALB9C	14	-	-	-	-	-	NEW	-	-
	14Z90S-G.AL55C	-	-	-	-	-	-	-	-	-
	16Z90TP-G.AL87C	-	-	-	-	-	-	-	-	-
	16Z90TR-E.AL88C	-	-	-	-	-	-	-	-	-
	16Z90U-G.AL87C	-	-	-	-	-	-	-	-	-
	16Z90U-G.AL88C	-	-	-	-	-	-	-	-	-
	16Z90U-K.ALB7C	-	-	-	-	-	-	-	-	-
	16Z90U-K.ALB8C	-	-	-	-	-	-	-	-	-
	17Z90TR-E.AL88C	-	-	-	-	-	-	-	-	-
	17Z90U-G.AL87C	-	-	-	-	-	-	-	-	-
A/P	AS60GHWZ0	-	2	-	-	5	-	-	↓66.7%	-

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.【达成态势】截至7/20，MTD累计 326.0 K USD，目标 588.0 K USD，达成率 55.5%，落后时间进度 64.5% 约9个百分点。今日实绩仅6.3 K USD，低于MTD日均16.3 K USD，近期节奏放缓。按当前日均推算，7月末预估约505 K USD、达成率约85.9%，仍低于总部目标，下旬需加码拉升。[달성 현황] 7/20 기준 MTD 누적 326.0K USD, 목표 588.0K USD, 달성률 55.5%로 경과율 64.5% 대비 약 9%p 미달. 금일 실적은 6.3K USD로 MTD 일평균 16.3K USD를 하회하며 최근 페이스 둔화. 현재 일평균 기준 7월말 약 505K USD, 달성률 약 85.9% 추정되나 본부 목표에는 미달하여 하순 가속 필요.

2.【渠道结构】JD占 75.0% GMV(244.6 K)，达成率57.8%为核心渠道。LG.COM达成率最高 74.0%(63.4 K，占19.4%)。TM新店达成率仅 22.7%(18.0 K)，今日GMV 0；MTD UV 37,923(日均约1,896)、加购1,010，GMV较上月同期 ↑18.9%、CVR 0.05→0.06，但UV↓14.0%，仍处流量积累期。[채널 구조] JD가 GMV 75.0%(244.6K) 차지, 달성률 57.8%로 핵심 채널. LG.COM 달성률 최고 74.0%(63.4K, 19.4%). TM 신규 채널 달성률 22.7%(18.0K), 금일 GMV 0; MTD UV 37,923(일평균 약 1,896), 장바구니 1,010, 전월 동기 대비 GMV ↑18.9%, CVR 0.05→0.06이나 UV↓14.0%로 트래픽 축적 단계.

3.【增长亮点】正向增长集中在LG.COM与TM：LG.COM冰箱 Ref ↑53.7%(25.8 vs 16.8 K)、洗衣机 WM ↑23.2%(14.6 vs 11.8 K，UV↑78.5%)；TM洗衣机 WM ↑57.1%(15.0 vs 9.5 K)、TM整体 ↑18.9%。PC新开单(2.1 vs 0 K)。增长由自营站Ref高转化与TM爬坡双轮驱动。[성장 하이라이트] 전월 동기 대비 성장은 LG.COM·TM 신채널에 집중: LG.COM 냉장고 Ref ↑53.7%(25.8 vs 16.8K), 세탁기 WM ↑23.2%(14.6 vs 11.8K, UV↑78.5%); TM 세탁기 WM ↑57.1%(15.0 vs 9.5K), TM 전체 ↑18.9%. PC는 신규 거래 개시(2.1 vs 0K). 성장은 자사몰 Ref 고전환과 TM 램프업이 견인.

4.【下降预警】各品类较上月同期全线下滑：A/P ↓66.7%(0.2 vs 0.7 K)、MNT ↓65.1%(42.9 vs 123.0 K)降幅最深，WM ↓48.0%(133.7 vs 257.0 K)绝对跌幅最大(约-123.3 K)，TV ↓49.2%、Ref ↓33.6%。主因618大促后需求回落，6/1-6/20高基数放大降幅，建议盯紧WM、TV补货与定价。[하락 경보] 전 카테고리 전월 동기 대비 하락: A/P ↓66.7%(0.2 vs 0.7K), MNT ↓65.1%(42.9 vs 123.0K) 낙폭 최심, WM ↓48.0%(133.7 vs 257.0K) 절대 낙폭 최대(약 -123.3K), TV ↓49.2%, Ref ↓33.6%. 주원인은 618 대촉 후 수요 둔화로 6/1-6/20 고기저 효과가 낙폭 확대, WM·TV 재고 및 가격 점검 권장.

5.【流量效率】整体UV 21.1万较上月同期 ↓25.7%，GMV ↓49.4%，GMV降幅远超UV，转化效率走弱：CVR由0.32降至 0.25(-0.07pp)，ASP 699.7→629.2。高ASP品类转化洼地明显——PC ASP 2095.4(CVR0.14)、Ref 1011.7(0.18)、TV 971.3(0.15)，需优化详情页与套餐提升高客单转化。[트래픽 효율] 전체 UV 21.1만으로 전월 동기 대비 ↓25.7%, GMV ↓49.4%로 GMV 낙폭이 UV를 크게 상회, 전환 효율 동반 약화: CVR 0.32→0.25(-0.07pp), ASP 699.7→629.2. 고ASP 카테고리 전환 부진 두드러짐—PC ASP 2095.4(CVR0.14), Ref 1011.7(0.18), TV 971.3(0.15). 상세페이지·번들 최적화로 고객단가 전환 제고 필요.

6.【专供分析】专供SKU共 12款/80款(15.0%)，贡献GMV 25.0%(583,451 RMB)。头部专供FCY10R4M(WM)以147,703 RMB居MTD型号榜首，印证专供拉动能力。建议：LG.COM专供页优化与促销倾斜，承接其 74.0% 达成率优势；JD端关注专供竞品；补A/P等长尾专供降单点依赖。[전용 모델 분석] 전용 SKU는 총 12개/80개(15.0%)로 GMV의 25.0%(583,451 RMB) 기여. 대표 전용 모델 FCY10R4M(WM)이 147,703 RMB로 MTD 모델 1위, 전용의 견인력 입증. 제언: LG.COM 전용 페이지 최적화 및 프로모션 집중(74.0% 달성률 강점 활용), JD 전용 경쟁 환경 주시, A/P 등 장尾 전용 커버리지 보강으로 단일 의존 완화.

7.【型号级别】MTD GMV TOP3：FCY10R4M 147,703 RMB(WM专供)、39GX950B-B 122,990 RMB(MNT)、OLED55G6PCA 107,960 RMB(TV)。增长由LG.COM Ref(+53.7%)、TM WM(+57.1%)带动。转化洼地：FCY10Y4M+RH10V3MVTW(UV14,291,CVR0.0%)、SC5MBR80H(UV8,939,0.0%)，高UV零转化，需修页面价格套餐。[모델 레벨] MTD GMV TOP3: FCY10R4M 147,703 RMB(WM 전용), 39GX950B-B 122,990 RMB(MNT), OLED55G6PCA 107,960 RMB(TV). 성장은 LG.COM Ref(+53.7%), TM WM(+57.1%) 견인. 전환 부진: FCY10Y4M+RH10V3MVTW(UV14,291, CVR0.0%), SC5MBR80H(UV8,939, 0.0%)로 고UV·제로전환, 페이지·가격·번들 보완 필요.

8.【Model Performance】跨平台头部：WM由FCY10R4M(147.7K)、FCY90N2W(105.4K)、FCY10Y4M(90.8K)领跑，深耕JD+自营；TV双雄OLED55G6PCA(108.0K)与65QNED85BCA(106.4K)均衡；MNT 39GX950B-B独大123.0K却难抵品类 ↓65.1%。最佳实践：专供+自营高转化(CVR0.45)，建议在JD复制专供爆款打法。[모델 퍼포먼스] 플랫폼별 상위: WM은 FCY10R4M(147.7K), FCY90N2W(105.4K), FCY10Y4M(90.8K)가 JD+자사몰 주도. TV는 OLED55G6PCA(108.0K)와 65QNED85BCA(106.4K) 균형. MNT는 39GX950B-B 123.0K 단독 선두이나 카테고리 ↓65.1% 방어 못함. Best Practice: 전용+자사몰 고전환(CVR0.45) 조합, JD에서 전용 히트작 전략 복제 권장.

9.【集中度陷阱警示】当前concentration字段为空，无品类触发集中度陷阱：未出现TOP10型号增长而品类总GMV下滑的头部掩盖结构。但需警惕——各品类全线下滑(WM↓48.0%等)且头部FCY10R4M占WM主导、长尾薄弱。建议持续监控单点依赖，补长尾型号、套餐组合与搜索覆盖以降风险。[집중도 함정 경보] 현재 concentration 필드가 비어 있어 집중도 함정 트리거 카테고리 없음: TOP10 성장·카테고리 총GMV 하락이라는 헤드가림 구조 미발생. 다만 경계 필요—전 카테고리 하락(WM↓48.0% 등)이며 헤드 모델 FCY10R4M가 WM 주도, 장尾 취약. 단일 의존 모니터링 지속, 장尾 모델·번들·검색 커버리지 보강으로 리스크 완화 권장.

10.【综合建议与展望】加速追赶：MTD达成率 55.5% 落后时间进度64.5%(缺口约9pp)，按日均16.3K推算月末约505K(85.9%)仍低于588K目标，下旬需拉升JD与TV。结构优化：LG.COM达成率 74.0% 近达标可转毛利经营；TM补UV(↓14.0%)与加购；高ASP低CVR及WM捆绑0%转化型号优先修漏斗。[종합 제언 및 전망] 추격 가속: MTD 달성률 55.5%가 경과율 64.5% 대비 약 9%p 미달, 일평균 16.3K 기준 월말 약 505K(85.9%)로 588K 목표 미달, 하순 JD·TV 견인 필요. 구조 최적화: LG.COM 달성률 74.0%로 목표 근접, 마진 경영 전환; TM은 UV(↓14.0%)·장바구니 보강; 고ASP 저CVR 및 WM 번들 0%전환 모델 퍼널 우선 정비.