LGECH D2C Daily Report

업데이트: 2026-07-23

Channel × Product Performance · Period 07/01 - 07/22 · Unit: K USD · Rate: ¥6.8/USD · Net GMV = GMV - Cancel

Today Net GMV당일 Net GMV (2026-07-22 당일)34.4 K USD

MTD Net GMV월 누계 Net GMV (07/01 - 07/22)376.1 K USD

Net GMV Target AchievementGMV 목표 달성률64.0%376.1 / 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.COM75Net GMV K USDProg.Prog.

87.4%

Retail JD279Net GMV K USDProg.Prog.

66.0%

Retail TM22Net GMV K USDProg.Prog.

27.6%

W/M168

前月同期 301 K USD전월 동기

↓44.2%

REF62

前月同期 97 K USD전월 동기

↓35.4%

LTV98

前月同期 192 K USD전월 동기

↓49.0%

MNT46

前月同期 133 K USD전월 동기

↓65.8%

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)

7/22 Daily · Jul MTD · vs Jun. Same Period · Net GMV Unit: K USD · ASP Unit: USD/EA 7/22 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	7/22 Daily7/22 당일						Jul MTD Jul 1 - Jul 227월 1일~7월 22일 누계						vs Jun. Same Period Jun. 1 - Jun. 226월 1일~6월 22일 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	4,806	176	24	27.2	1,134	0.50%	105,430	4,231	360	167.8	466	0.34%	↓8.3%	↓13.3%	↓41.3%	↓44.2%	↓5.0%	↓0.19pp
D2C	REF	2,131	63	5	4.2	849	0.23%	34,444	1,241	63	62.5	992	0.18%	↑7.8%	↑16.9%	↓23.2%	↓35.4%	↓15.9%	↓0.07pp
D2C	LTV	3,490	103	4	2.9	722	0.11%	68,622	2,276	102	97.7	958	0.15%	↓40.0%	↓24.2%	↓40.7%	↓49.0%	↓14.0%	0.00pp
D2C	MNT	901	34	1	0.1	95	0.11%	19,830	820	55	45.7	830	0.28%	↓60.8%	↓62.3%	↓69.3%	↓65.8%	↑11.4%	↓0.08pp
D2C	PC	27	1	0	0	0	0.00%	763	17	1	2.1	2,095	0.13%	↓52.3%	↑21.4%	-	-	-	↑0.13pp
D2C	A/P	70	1	0	0	0	0.00%	2,888	14	1	0.2	250	0.03%	↓18.2%	↓78.5%	↓66.7%	↓66.7%	0%	↓0.05pp
D2C	TTL	11,425	378	34	34.4	1,013	0.30%	231,977	8,599	582	376.0	646	0.25%	↓26.8%	↓23.2%	↓44.5%	↓48.0%	↓6.3%	↓0.08pp
LG.COM	W/M	302	3	3	4.0	1,335	0.99%	12,224	71	19	19.2	1,011	0.16%	↑52.7%	↑163.0%	↑26.7%	↑45.1%	↑14.5%	↓0.03pp
LG.COM	REF	163	2	2	3.0	1,514	1.23%	4,618	25	22	28.8	1,309	0.48%	↓16.6%	↑733.3%	↑57.1%	↑71.7%	↑9.3%	↑0.22pp
LG.COM	LTV	138	0	2	1.4	719	1.45%	3,788	25	9	7.2	796	0.24%	↓66.2%	↑66.7%	↓60.9%	↓71.3%	↓26.7%	↑0.03pp
LG.COM	MNT	119	1	0	0	0	0.00%	3,449	101	17	17.6	1,035	0.49%	↓59.9%	↓14.4%	↓37.0%	↓5.6%	↑49.9%	↑0.18pp
LG.COM	PC	16	0	0	0	0	0.00%	545	7	1	2.1	2,095	0.18%	↓60.0%	↑40.0%	-	-	-	↑0.18pp
LG.COM	A/P	62	0	0	0	0	0.00%	2,682	2	0	0	0	0.00%	↑779.3%	-	-	-	-	0.00pp
LG.COM	TTL	800	6	7	8.5	1,210	0.88%	27,306	231	68	74.9	1,101	0.25%	↓22.0%	↑37.5%	↓13.9%	↑1.7%	↑18.1%	↑0.02pp
JD	W/M	3,091	146	18	19.9	1,103	0.58%	68,151	3,520	319	129.7	407	0.47%	↓11.0%	↓17.8%	↓39.6%	↓48.9%	↓15.4%	↓0.22pp
JD	REF	1,518	56	3	1.2	406	0.20%	23,407	1,033	41	33.7	823	0.18%	↑8.8%	↑6.2%	↓38.8%	↓56.8%	↓29.4%	↓0.14pp
JD	LTV	2,807	89	2	1.4	724	0.07%	53,707	1,979	88	87.5	995	0.16%	↓33.3%	↓28.5%	↓35.8%	↓45.6%	↓15.3%	↓0.01pp
JD	MNT	777	33	1	0.1	95	0.13%	16,368	719	38	28.1	738	0.23%	↓61.0%	↓65.0%	↓75.0%	↓75.6%	↓2.2%	↓0.13pp
JD	PC	11	1	0	0	0	0.00%	218	10	0	0	0	0.00%	↓8.0%	↑11.1%	-	-	-	0.00pp
JD	A/P	7	1	0	0	0	0.00%	147	11	1	0.2	250	0.68%	↓95.4%	↓83.1%	↓66.7%	↓66.7%	0%	↑0.59pp
JD	TTL	8,211	326	24	22.6	942	0.29%	161,998	7,272	487	279.3	574	0.30%	↓27.7%	↓28.4%	↓45.1%	↓54.1%	↓16.4%	↓0.10pp
TM	W/M	1,413	27	3	3.4	1,119	0.21%	25,055	640	22	18.9	857	0.09%	↓17.7%	↑12.3%	↓68.6%	↓44.1%	↑78.0%	↓0.14pp
TM	REF	450	5	0	0	0	0.00%	6,419	183	0	0	0	0.00%	↑30.9%	↑112.8%	↓100.0%	↓100.0%	↓100.0%	↓0.02pp
TM	LTV	545	14	0	0	0	0.00%	11,127	272	5	3.0	596	0.04%	↓50.9%	↑23.6%	↓58.3%	↓47.5%	↑26.1%	↓0.01pp
TM	MNT	5	0	0	0	0	0.00%	13	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	1	0	0	0	0	0.00%	59	1	0	0	0	0.00%	-	-	-	-	-	0.00pp
TM	TTL	2,414	46	3	3.4	1,119	0.12%	42,673	1,096	27	21.8	809	0.06%	↓26.4%	↑25.1%	↓67.5%	↓47.1%	↑62.5%	↓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 22 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 22일 Net GMV입니다.

全产品 SKU 实绩详细전 제품 SKU 실적 상세

Unit: RMB / 단위: RMB(7/22 Daily · 07/01-07/22 MTD · vs 06/01-06/22 · Showing 86 models with sales) (7/22 당일 · 07/01-07/22 누계 · 대비 06/01-06/22 · 판매 발생 86개 모델)

Product	Model	专供 전용	7/22 Daily7/22 당일						Jul MTD Jul 1 - Jul 227월 1일~7월 22일 누계						Jun. MTD Jun. 1 - Jun. 226월 1일~6월 22일 누계						vs Jun. Same Period Jun. 1 - Jun. 226월 1일~6월 22일 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	258	14	4	7,734	1,934	1.6%	7,555	419	90	165,527	1,839	1.2%	7,850	437	96	170,671	1,778	1.2%	↓3.8%	↓4.1%	↓6.2%	↓3.0%	↑3.5%	0.0pp
WM	SC5MBR80H	O	446	15	4	71,113	17,778	0.9%	9,564	301	7	125,925	17,989	0.1%	8,611	215	5	90,016	18,003	0.1%	↑11.1%	↑40.0%	↑40.0%	↑39.9%	↓0.1%	0.0pp
WM	FCY90N2W	-	456	14	1	2,280	2,280	0.2%	9,053	394	75	116,805	1,557	0.8%	9,476	546	103	144,792	1,406	1.1%	↓4.5%	↓27.8%	↓27.2%	↓19.3%	↑10.8%	↓0.3pp
WM	S3GHM	O	407	20	5	46,751	9,350	1.2%	8,400	287	12	112,546	9,379	0.1%	7,872	289	18	162,445	9,025	0.2%	↑6.7%	↓0.7%	↓33.3%	↓30.7%	↑3.9%	↓0.1pp
WM	FCY10Y4M	O	419	14	2	2,742	1,371	0.5%	8,525	338	61	98,038	1,607	0.7%	12,268	376	55	90,347	1,643	0.4%	↓30.5%	↓10.1%	↑10.9%	↑8.5%	↓2.2%	↑0.3pp
WM	FCY10Y4M+RH10V3MVTW	O	580	10	4	25,627	6,407	0.7%	15,450	351	11	67,808	6,164	0.1%	15,921	373	15	87,079	5,805	0.1%	↓3.0%	↓5.9%	↓26.7%	↓22.1%	↑6.2%	0.0pp
WM	FCY90M2P	-	123	11	0	-	0	0%	2,721	243	29	57,800	1,993	1.1%	3,644	372	91	162,458	1,785	2.5%	↓25.3%	↓34.7%	↓68.1%	↓64.4%	↑11.6%	↓1.4pp
WM	SC5GMR80H	-	550	18	0	-	0	0%	4,152	238	3	57,382	19,127	0.1%	3,885	141	7	128,551	18,364	0.2%	↑6.9%	↑68.8%	↓57.1%	↓55.4%	↑4.2%	↓0.1pp
WM	FA12CA2C+RH10X75V2N	-	304	5	1	12,999	12,999	0.3%	5,343	214	3	39,672	13,224	0.1%	5,023	295	11	103,167	9,379	0.2%	↑6.4%	↓27.5%	↓72.7%	↓61.5%	↑41.0%	↓0.1pp
WM	FCW12D4WA	-	23	3	0	-	0	0%	920	57	10	38,333	3,833	1.1%	1,458	109	12	40,720	3,393	0.8%	↓36.9%	↓47.7%	↓16.7%	↓5.9%	↑13.0%	↑0.3pp
WM	S3IF	-	38	2	0	-	0	0%	1,155	54	4	37,181	9,295	0.3%	1,429	75	13	111,920	8,609	0.9%	↓19.2%	↓28.0%	↓69.2%	↓66.8%	↑8.0%	↓0.6pp
WM	FA12CA2C	-	26	2	0	-	0	0%	885	39	5	29,164	5,833	0.6%	1,310	53	4	18,019	4,505	0.3%	↓32.4%	↓26.4%	↑25.0%	↑61.9%	↑29.5%	↑0.3pp
WM	RH10V9PV2WR	-	27	3	0	-	0	0%	395	27	5	27,633	5,527	1.3%	258	13	0	-	0	0%	↑53.1%	↑107.7%	-	-	-	↑1.3pp
WM	WT1310BGA	-	100	1	1	9,750	9,750	1.0%	3,505	23	2	21,434	10,717	0.1%	1,784	74	2	24,698	12,349	0.1%	↑96.5%	↓68.9%	0%	↓13.2%	↓13.2%	0.0pp
WM	FH12X9WCA	-	71	3	0	-	0	0%	692	36	3	20,748	6,916	0.4%	94	6	0	-	0	0%	↑636.2%	↑500.0%	-	-	-	↑0.4pp
WM	SC5MSR40	-	160	7	0	-	0	0%	2,908	143	1	18,399	18,399	0.0%	5,870	86	0	-400	0	0%	↓50.5%	↑66.3%	-	↓4699.8%	-	0.0pp
WM	FMY10Y4PF	O	27	3	0	-	0	0%	1,366	62	9	14,319	1,591	0.7%	3,146	101	6	11,535	1,922	0.2%	↓56.6%	↓38.6%	↑50.0%	↑24.1%	↓17.2%	↑0.5pp
WM	FCW12Y4PA	-	8	0	0	-	0	0%	373	21	4	11,616	2,904	1.1%	800	44	13	29,985	2,306	1.6%	↓53.4%	↓52.3%	↓69.2%	↓61.3%	↑25.9%	↓0.5pp
WM	FCW12Y4WA	-	40	0	0	-	0	0%	1,653	54	5	10,755	2,151	0.3%	1,776	140	23	52,804	2,296	1.3%	↓6.9%	↓61.4%	↓78.3%	↓79.6%	↓6.3%	↓1.0pp
WM	FW12X4WC2	-	17	1	0	-	0	0%	808	16	3	10,309	3,436	0.4%	3	0	1	4,369	4,369	33.3%	↑26833.3%	-	↑200.0%	↑136.0%	↓21.3%	↓32.9pp
WM	FN23WQH	-	31	1	0	-	0	0%	1,024	54	1	9,899	9,899	0.1%	580	54	4	43,215	10,804	0.7%	↑76.6%	0%	↓75.0%	↓77.1%	↓8.4%	↓0.6pp
WM	FCV13G4W+RH10V9AV4W	-	148	6	0	-	0	0%	3,407	164	1	8,789	8,789	0.0%	3,118	190	15	124,846	8,323	0.5%	↑9.3%	↓13.7%	↓93.3%	↓93.0%	↑5.6%	↓0.5pp
WM	FCW10Y4PA	-	21	3	1	2,581	2,581	4.8%	667	38	3	7,338	2,446	0.4%	894	60	15	29,063	1,938	1.7%	↓25.4%	↓36.7%	↓80.0%	↓74.8%	↑26.2%	↓1.3pp
WM	DH12X4WC2	-	21	1	0	-	0	0%	241	10	1	6,969	6,969	0.4%	0	0	0	-	0	0%	-	-	-	-	-	↑0.4pp
WM	FMY10Y4PF+RH10V3PV8WS	-	66	4	0	-	0	0%	3,342	143	1	6,599	6,599	0.0%	2,136	79	3	19,196	6,399	0.1%	↑56.5%	↑81.0%	↓66.7%	↓65.6%	↑3.1%	↓0.1pp
WM	FMW10Y4WA	-	40	1	0	-	0	0%	1,315	79	5	6,091	1,218	0.4%	1,551	89	20	47,862	2,393	1.3%	↓15.2%	↓11.2%	↓75.0%	↓87.3%	↓49.1%	↓0.9pp
WM	RH10X75V2N	-	9	1	0	-	0	0%	172	16	1	5,760	5,760	0.6%	254	18	0	-	0	0%	↓32.3%	↓11.1%	-	-	-	↑0.6pp
WM	FCK12D2CE	-	0	0	0	-	0	0%	25	1	1	4,445	4,445	4.0%	15	3	0	-	0	0%	↑66.7%	↓66.7%	-	-	-	↑4.0pp
WM	FW12X4SC2	-	13	0	0	-	0	0%	363	12	1	4,274	4,274	0.3%	0	0	0	-	0	0%	-	-	-	-	-	↑0.3pp
WM	FCV13G4W	-	76	1	0	-	0	0%	670	43	1	4,164	4,164	0.1%	1,026	74	46	147,537	3,207	4.5%	↓34.7%	↓41.9%	↓97.8%	↓97.2%	↑29.8%	↓4.4pp
WM	FY10EK2E	-	26	2	1	3,485	3,485	3.8%	336	19	1	3,485	3,485	0.3%	589	38	8	18,684	2,336	1.4%	↓43.0%	↓50.0%	↓87.5%	↓81.3%	↑49.2%	↓1.1pp
WM	FN23BQH	-	68	2	0	-	0	0%	3,109	106	1	1,434	1,434	0.0%	2,047	65	7	63,576	9,082	0.3%	↑51.9%	↑63.1%	↓85.7%	↓97.7%	↓84.2%	↓0.3pp
WM	FMW10Y4WA+RH10V3AV6W	-	13	1	0	-	0	0%	55	3	1	50	50	1.8%	832	30	2	17,231	8,616	0.2%	↓93.4%	↓90.0%	↓50.0%	↓99.7%	↓99.4%	↑1.6pp
Ref	F544MMB95D	-	285	11	1	7,995	7,995	0.4%	4,551	88	7	68,884	9,841	0.2%	5,248	135	8	95,549	11,944	0.2%	↓13.3%	↓34.8%	↓12.5%	↓27.9%	↓17.6%	0.0pp
Ref	F664MEH95D	-	35	1	1	12,596	12,596	2.9%	666	34	5	62,980	12,596	0.8%	1,081	45	3	45,744	15,248	0.3%	↓38.4%	↓24.4%	↑66.7%	↑37.7%	↓17.4%	↑0.5pp
Ref	S674MEG11D	-	332	16	2	8,229	4,114	0.6%	4,597	206	13	52,600	4,046	0.3%	6,053	172	9	38,324	4,258	0.1%	↓24.1%	↑19.8%	↑44.4%	↑37.3%	↓5.0%	↑0.2pp
Ref	F544MEH62D	-	547	9	0	-	0	0%	9,182	306	8	49,157	6,145	0.1%	2,412	154	25	174,748	6,990	1.0%	↑280.7%	↑98.7%	↓68.0%	↓71.9%	↓12.1%	↓0.9pp
Ref	S674MPY11D	-	1	0	0	-	0	0%	2,061	102	13	46,366	3,567	0.6%	2,098	92	9	39,294	4,366	0.4%	↓1.8%	↑10.9%	↑44.4%	↑18.0%	↓18.3%	↑0.2pp
Ref	F664MPY88D	-	90	3	1	60	60	1.1%	1,380	78	3	31,852	10,617	0.2%	1,430	41	2	31,792	15,896	0.1%	↓3.5%	↑90.2%	↑50.0%	↑0.2%	↓33.2%	↑0.1pp
Ref	S653MWW87D	-	315	7	0	-	0	0%	4,238	152	3	29,494	9,831	0.1%	3,010	77	2	19,296	9,648	0.1%	↑40.8%	↑97.4%	↑50.0%	↑52.9%	↑1.9%	0.0pp
Ref	F544MEP62D	-	134	5	0	-	0	0%	2,365	90	4	27,632	6,908	0.2%	2,169	50	2	11,989	5,994	0.1%	↑9.0%	↑80.0%	↑100.0%	↑130.5%	↑15.2%	↑0.1pp
Ref	F544MEH85D	-	250	8	0	-	0	0%	3,157	113	3	26,700	8,900	0.1%	2,928	144	12	100,049	8,337	0.4%	↑7.8%	↓21.5%	↓75.0%	↓73.3%	↑6.7%	↓0.3pp
Ref	S653MPY33D	-	40	0	0	-	0	0%	1,459	36	3	19,633	6,544	0.2%	1,783	38	2	15,343	7,672	0.1%	↓18.2%	↓5.3%	↑50.0%	↑28.0%	↓14.7%	↑0.1pp
Ref	S653MEP87D	-	89	3	0	-	0	0%	475	24	1	9,899	9,899	0.2%	2,289	66	6	57,091	9,515	0.3%	↓79.2%	↓63.6%	↓83.3%	↓82.7%	↑4.0%	↓0.1pp
TV	65QNED85BCA	-	196	5	2	10,103	5,052	1.0%	3,541	110	25	127,267	5,091	0.7%	5,409	168	14	66,171	4,726	0.3%	↓34.5%	↓34.5%	↑78.6%	↑92.3%	↑7.7%	↑0.4pp
TV	OLED55G6PCA	-	153	1	0	-	0	0%	2,883	82	11	118,959	10,814	0.4%	5,189	164	10	96,118	9,612	0.2%	↓44.4%	↓50.0%	↑10.0%	↑23.8%	↑12.5%	↑0.2pp
TV	OLED77C6PCA	-	134	4	0	-	0	0%	1,827	62	7	98,840	14,120	0.4%	2,049	73	0	-37,918	0	0%	↓10.8%	↓15.1%	-	↓360.7%	-	↑0.4pp
TV	65QNED82BCA	O	682	15	1	4,499	4,499	0.1%	14,361	355	18	70,749	3,930	0.1%	15,601	332	19	71,014	3,738	0.1%	↓7.9%	↑6.9%	↓5.3%	↓0.4%	↑5.2%	0.0pp
TV	OLED55C6PCA	-	159	8	0	-	0	0%	2,692	98	9	63,076	7,008	0.3%	3,347	131	10	55,429	5,543	0.3%	↓19.6%	↓25.2%	↓10.0%	↑13.8%	↑26.4%	0.0pp
TV	OLED83C6PCA	-	160	7	0	-	0	0%	1,981	76	2	56,998	28,499	0.1%	4,211	179	10	289,490	28,949	0.2%	↓53.0%	↓57.5%	↓80.0%	↓80.3%	↓1.6%	↓0.1pp
TV	75QNED82BCA	O	231	8	1	5,034	5,034	0.4%	4,796	150	10	45,015	4,502	0.2%	7,170	210	19	101,033	5,318	0.3%	↓33.1%	↓28.6%	↓47.4%	↓55.4%	↓15.3%	↓0.1pp
TV	OLED65B6PCA	-	29	2	0	-	0	0%	486	15	4	43,476	10,869	0.8%	96	0	0	-	0	0%	↑406.2%	-	-	-	-	↑0.8pp
TV	OLED48C6PCA	-	164	7	0	-	0	0%	3,555	93	3	19,892	6,631	0.1%	7,023	159	11	75,291	6,845	0.2%	↓49.4%	↓41.5%	↓72.7%	↓73.6%	↓3.1%	↓0.1pp
TV	86QNED85BCA	-	72	3	0	-	0	0%	1,769	82	2	17,242	8,621	0.1%	13,953	112	6	38,395	6,399	0.0%	↓87.3%	↓26.8%	↓66.7%	↓55.1%	↑34.7%	↑0.1pp
TV	OLED77B6PCA	-	27	1	0	-	0	0%	554	15	1	15,999	15,999	0.2%	1,120	31	0	-	0	0%	↓50.5%	↓51.6%	-	-	-	↑0.2pp
TV	85QNED82BCA	O	201	8	0	-	0	0%	5,356	182	2	15,998	7,999	0.0%	8,107	178	11	85,534	7,776	0.1%	↓33.9%	↑2.2%	↓81.8%	↓81.3%	↑2.9%	↓0.1pp
TV	OLED65C6PCA	-	204	2	0	-	0	0%	3,571	82	1	13,999	13,999	0.0%	3,437	124	5	71,795	14,359	0.1%	↑3.9%	↓33.9%	↓80.0%	↓80.5%	↓2.5%	↓0.1pp
TV	86MRGB86BCA	-	72	2	0	-	0	0%	1,511	59	2	13,724	6,862	0.1%	1,023	12	1	11,589	11,589	0.1%	↑47.7%	↑391.7%	↑100.0%	↑18.4%	↓40.8%	0.0pp
TV	65MRGB86BCA	-	107	3	0	-	0	0%	1,685	27	2	12,752	6,376	0.1%	1,284	22	5	30,825	6,165	0.4%	↑31.2%	↑22.7%	↓60.0%	↓58.6%	↑3.4%	↓0.3pp
TV	75MRGB86BCA	-	71	2	0	-	0	0%	881	34	1	8,506	8,506	0.1%	838	14	2	16,098	8,049	0.2%	↑5.1%	↑142.9%	↓50.0%	↓47.2%	↑5.7%	↓0.1pp
TV	75QNED85BCA	-	139	2	0	-	0	0%	2,601	93	1	7,428	7,428	0.0%	2,934	92	6	44,580	7,430	0.2%	↓11.3%	↑1.1%	↓83.3%	↓83.3%	0%	↓0.2pp
TV	OLED42C6PCA	-	150	2	0	-	0	0%	3,328	128	1	6,123	6,123	0.0%	6,787	220	-1	-5,439	0	-0.0%	↓51.0%	↓41.8%	↓200.0%	↓212.6%	-	0.0pp
TV	75QNED85ACA	-	0	0	0	-	0	0%	84	3	1	5,035	5,035	1.2%	793	0	8	40,045	5,006	1.0%	↓89.4%	-	↓87.5%	↓87.4%	↑0.6%	↑0.2pp
MNT	39GX950B-B	-	30	0	0	-	0	0%	1,453	71	10	122,990	12,299	0.7%	2,112	78	6	71,794	11,966	0.3%	↓31.2%	↓9.0%	↑66.7%	↑71.3%	↑2.8%	↑0.4pp
MNT	32GX850A-B	O	246	13	0	-	0	0%	4,996	219	6	29,994	4,999	0.1%	8,782	387	29	136,795	4,717	0.3%	↓43.1%	↓43.4%	↓79.3%	↓78.1%	↑6.0%	↓0.2pp
MNT	27GM950B-B	-	49	1	0	-	0	0%	767	31	3	26,997	8,999	0.4%	6,665	413	14	125,986	8,999	0.2%	↓88.5%	↓92.5%	↓78.6%	↓78.6%	0%	↑0.2pp
MNT	32GX870B-B	-	12	0	0	-	0	0%	1,570	63	3	25,072	8,357	0.2%	4,615	250	19	160,673	8,456	0.4%	↓66.0%	↓74.8%	↓84.2%	↓84.4%	↓1.2%	↓0.2pp
MNT	40U990A-W	-	17	2	0	-	0	0%	382	11	2	23,398	11,699	0.5%	885	13	3	35,197	11,732	0.3%	↓56.8%	↓15.4%	↓33.3%	↓33.5%	↓0.3%	↑0.2pp
MNT	27GX700A-B	-	32	1	0	-	0	0%	655	24	5	18,035	3,607	0.8%	1,682	47	4	12,905	3,226	0.2%	↓61.1%	↓48.9%	↑25.0%	↑39.8%	↑11.8%	↑0.6pp
MNT	32U990A-S	-	11	0	0	-	0	0%	399	8	1	16,149	16,149	0.3%	1,032	28	4	70,234	17,558	0.4%	↓61.3%	↓71.4%	↓75.0%	↓77.0%	↓8.0%	↓0.1pp
MNT	45GX950A-B	-	24	0	0	-	0	0%	447	6	1	13,999	13,999	0.2%	1,129	23	0	-	0	0%	↓60.4%	↓73.9%	-	-	-	↑0.2pp
MNT	PU615U	O	14	0	0	-	0	0%	370	7	2	13,998	6,999	0.5%	553	10	3	19,467	6,489	0.5%	↓33.1%	↓30.0%	↓33.3%	↓28.1%	↑7.9%	0.0pp
MNT	27GX704A-B	-	5	0	0	-	0	0%	115	6	3	7,122	2,374	2.6%	241	14	2	4,308	2,154	0.8%	↓52.3%	↓57.1%	↑50.0%	↑65.3%	↑10.2%	↑1.8pp
MNT	27U730A-B	-	15	0	0	-	0	0%	389	19	4	6,396	1,599	1.0%	320	22	5	7,947	1,589	1.6%	↑21.6%	↓13.6%	↓20.0%	↓19.5%	↑0.6%	↓0.6pp
MNT	24G411B-B	-	27	0	1	649	649	3.7%	1,105	43	8	5,159	645	0.7%	1,144	55	17	10,949	644	1.5%	↓3.4%	↓21.8%	↓52.9%	↓52.9%	↑0.1%	↓0.8pp
MNT	27G850A-B	-	71	2	0	-	0	0%	872	36	1	3,854	3,854	0.1%	4,198	199	19	56,381	2,967	0.5%	↓79.2%	↓81.9%	↓94.7%	↓93.2%	↑29.9%	↓0.4pp
MNT	32UQ850V-W	-	7	0	0	-	0	0%	146	7	1	3,134	3,134	0.7%	392	25	3	9,185	3,062	0.8%	↓62.8%	↓72.0%	↓66.7%	↓65.9%	↑2.4%	↓0.1pp
MNT	27UQ850V-W	-	19	2	0	-	0	0%	511	31	1	2,999	2,999	0.2%	1,002	55	4	10,888	2,722	0.4%	↓49.0%	↓43.6%	↓75.0%	↓72.5%	↑10.2%	↓0.2pp
MNT	27G610A-B	-	41	2	0	-	0	0%	676	27	2	2,398	1,199	0.3%	709	31	3	3,297	1,099	0.4%	↓4.7%	↓12.9%	↓33.3%	↓27.3%	↑9.1%	↓0.1pp
MNT	34U601B-B	-	5	0	0	-	0	0%	145	2	1	1,599	1,599	0.7%	108	3	0	-	0	0%	↑34.3%	↓33.3%	-	-	-	↑0.7pp
MNT	27G64NA-B	-	129	6	0	-	0	0%	1,336	56	1	1,399	1,399	0.1%	1,224	79	7	9,793	1,399	0.6%	↑9.2%	↓29.1%	↓85.7%	↓85.7%	0%	↓0.5pp
MNT	27G411B-B	-	11	0	0	-	0	0%	616	10	1	799	799	0.2%	1,930	46	9	7,108	790	0.5%	↓68.1%	↓78.3%	↓88.9%	↓88.8%	↑1.2%	↓0.3pp
PC	16Z90U-K.ALB9C	-	4	0	0	-	0	0%	139	2	1	14,249	14,249	0.7%	362	0	0	-	0	0%	↓61.6%	-	-	-	-	↑0.7pp
A/P	AS60GHWZ0	O	70	1	0	-	0	0%	2,888	14	1	1,699	1,699	0.0%	3,532	65	3	5,097	1,699	0.1%	↓18.2%	↓78.5%	↓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	-	1	0	0	-	0	0%	13	1	1	190	190	7.7%	1	0	1	140	140	100.0%	↑1200.0%	-	0%	↑35.7%	↑35.7%	↓92.3pp

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 (07/01-07/22) vs 前月同期 (06/01-06/22) · Unit: K RMB / 단위: K RMB

Product	Model	Jul MTD Jul 1 - Jul 227월 1일~7월 22일 누계			Jun. MTD Jun. 1 - Jun. 226월 1일~6월 22일 누계			vs Jun. Same Period Jun. 1 - Jun. 226월 1일~6월 22일 대비
Product	Model	LG.COM	JD	TM	LG.COM	JD	TM	LG.COM	JD	TM
W/M	FCY10R4M	2	157	6	-	168	2	NEW	↓6.7%	↑148.0%
	SC5MBR80H	31	95	-	17	73	-	↑83.3%	↑29.9%	-
	FCY90N2W	-	114	2	-	145	-	-	↓20.9%	NEW
	S3GHM	-	81	31	-	135	27	-	↓39.9%	↑15.2%
	FCY10Y4M	2	78	18	6	75	9	↓70.0%	↑4.3%	↑94.6%
	FCY10Y4M+RH10V3MVTW	-	45	23	-	87	-	-	↓48.5%	NEW
	FCY90M2P	-	51	7	-	162	-	-	↓68.5%	NEW
	SC5GMR80H	17	40	-	-	129	-	NEW	↓68.9%	-
	FA12CA2C+RH10X75V2N	-	25	14	-	89	14	-	↓71.6%	0.0%
	FCW12D4WA	11	27	-	5	36	-	↑145.7%	↓25.2%	-
REF	F544MMB95D	56	13	-	19	76	-	↑191.7%	↓83.1%	-
	F664MEH95D	63	-	-	13	33	-	↑400.0%	-	-
	S674MEG11D	-	53	-	-	38	-	-	↑37.3%	-
	F544MEH62D	20	30	-	39	136	-	↓50.1%	↓78.2%	-
	S674MPY11D	4	42	-	-	39	-	NEW	↑7.4%	-
	F664MPY88D	14	18	-	14	18	-	0.0%	↑0.6%	-
	S653MWW87D	-	30	-	-	19	-	-	↑52.8%	-
	F544MEP62D	20	8	-	13	-	-	↑49.6%	NEW	-
	F544MEH85D	-	27	-	-	100	-	-	↓73.3%	-
	S653MPY33D	20	-	-	6	9	-	↑201.5%	-	-
LTV	65QNED85BCA	19	108	-	5	62	-	↑308.5%	↑75.8%	-
	OLED55G6PCA	-	119	-	-	96	-	-	↑23.8%	-
	OLED77C6PCA	-	99	-	-	-	-	-	NEW	-
	65QNED82BCA	-	58	12	4	63	4	-	↓6.7%	↑171.1%
	OLED55C6PCA	-	63	-	-	55	-	-	↑13.9%	-
	OLED83C6PCA	-	57	-	-	290	-	-	↓80.3%	-
	75QNED82BCA	15	30	-	-	95	6	NEW	↓68.7%	-
	OLED65B6PCA	-	44	-	-	-	-	-	NEW	-
	OLED48C6PCA	-	20	-	-	75	-	-	↓73.6%	-
	86QNED85BCA	9	-	8	-	32	6	NEW	-	↑25.0%
MNT	39GX950B-B	45	78	-	20	52	-	↑127.3%	↑50.0%	-
	32GX850A-B	-	30	-	45	92	-	-	↓67.3%	-
	27GM950B-B	-	27	-	-	126	-	-	↓78.6%	-
	32GX870B-B	25	-	-	16	144	-	↑55.9%	-	-
	40U990A-W	11	12	-	11	24	-	0.0%	↓49.6%	-
	27GX700A-B	11	7	-	7	6	-	↑62.1%	↑15.9%	-
	32U990A-S	16	-	-	-	70	-	NEW	-	-
	45GX950A-B	-	14	-	-	-	-	-	NEW	-
	PU615U	-	14	-	6	13	-	-	↑6.1%	-
	27GX704A-B	7	-	-	-	4	-	NEW	-	-
PC	16Z90U-K.ALB9C	14	-	-	-	-	-	NEW	-	-
	14Z90S-G.AL55C	-	-	-	-	-	-	-	-	-
	15U50T-G.AL66C	-	-	-	-	-	-	-	-	-
	16Z90TP-G.AL87C	-	-	-	-	-	-	-	-	-
	16Z90TR-E.AL88C	-	-	-	-	-	-	-	-	-
	16Z90U-G.AL87C	-	-	-	-	-	-	-	-	-
	16Z90U-G.AL88C	-	-	-	-	-	-	-	-	-
	16Z90U-K.ALB7C	-	-	-	-	-	-	-	-	-
	16Z90U-K.ALB8C	-	-	-	-	-	-	-	-	-
	17Z90TR-E.AL88C	-	-	-	-	-	-	-	-	-
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.【大盘达成落后于时间进度】本月截至7/22累计GMV 376.1 K USD，仅达成月度目标588.0 K USD的64.0%，落后71.0%的时间进度约7个百分点。对比上月同期723.2 K USD，整体环比回落48.0%，缺口达347.1 K USD。其中TV品类达成率仅43.9%，是规模品类中达成最弱的一环，直接拖累大盘；若要在月末收敛差距，TV与JD主渠道是必须优先补量的两条线。

2.【渠道高度集中JD，TM结构失衡】渠道高度集中于JD：贡献74.3%的GMV（279.3 K USD），但达成率仅66.0%，既是主力也是缺口主力。LG.COM表现最佳，达成率87.4%，距目标85.8 K USD仅差10.9 K，是月末最有望冲线的渠道。TM相对薄弱，达成率仅27.6%（21.8 K USD），且Ref本月GMV降至0、MNT/PC/A-P均无成交，渠道内品类结构极不均衡，建议优先补齐TM的品类与搜索覆盖。

3.【六大品类全面环比下滑】六大品类较上月同期全面下滑：WM ↓44.2%（167.8 K USD，体量最大）、Ref ↓35.4%（62.5 K，相对抗跌）、TV ↓49.0%、MNT ↓65.8%、A/P ↓66.7%，PC由0起步至2.1 K。除WM与Ref达成率仍在76.5%/79.5%的中位水平外，TV达成率43.9%、A/P仅31.8%是达成最落后的品类，且二者下滑幅度也居前，需列为补量重点。

4.【流量收窄叠加转化效率恶化】流量端UV较上月同期下降26.8%（231,977 vs 317,040），但GMV降幅48.0%更深，说明问题不仅在流量收窄，更在转化效率恶化：整体CVR由0.33%降至0.25%（约-0.08pp），ASP由689.4降至646.0。加购量11,198→8,599、成交件数1,049→582同步走弱，落地页与加购到支付的链路需重点优化。

5.【专供型号贡献近三成GMV】专供型号共12/86个SKU，贡献GMV占比28.4%，是D2C差异化的重要抓手。TOP5型号中FCY10R4M、SC5MBR80H均为专供（O），说明专供已承接洗衣机主力动销；建议强化LG.COM专供页承接与JD侧专供品的资源倾斜，稳固这一高占比基本盘。

6.【头部集中与零转化洼地并存】型号层面呈现明显分化：TOP5中65QNED85BCA（TV, 127,267 RMB）、OLED55G6PCA（TV, 118,959 RMB）撑起电视动销，但TV大盘仍弱，呈头部集中。更值得警惕的是三款洗衣机套装（FCV13G4W+RH10V9AV4W、FMY10Y4PF+RH10V3PV8WS、FN23BQH）UV分别达3,407/3,342/3,109却CVR仅0.0%，高流量零转化，属于典型转化洼地，应立即排查价格、套装页与库存状态。

7.【建议：TV与JD为补量主线】建议一：把TV与JD作为月末补量双主线。TV距目标222.7 K USD还差125.0 K（达成43.9%），JD占大盘74.3%却仅达成66.0%；应针对65QNED85BCA、OLED55G6PCA等已验证的头部型号加码促销与搜索竞价，用确定性动销补齐最大缺口。

8.【建议：修复转化陷阱与夯实TM】建议二：修复转化洼地与夯实TM基础。三款洗衣机套装零转化需尽快排查页面/价格/库存；TM本月仅达成27.6%（21.8 K USD），且Ref/MNT/PC/A-P品类缺失，建议优先补齐TM品类上架与搜索排名，把UV 42,673（CVR 0.06%）向有效成交转化。

1.[전체 달성, 경과율 하회] 7/22 기준 MTD 누적 GMV 376.1K USD로, 월 목표 588.0K USD 대비 달성률 64.0%에 머물러 경과율 71.0% 대비 약 7%p 뒤처져 있습니다. 전월 동기(6/1-6/22) 723.2K USD 대비 전체적으로 48.0% 감소하며, 격차는 347.1K USD에 달합니다. 특히 TV 카테고리 달성률은 43.9%로 주요 카테고리 중 가장 저조하여 전체 실적을 끌어내리고 있으므로, 월말 격차 축소를 위해 TV와 JD 주력 채널의 보충이 최우선입니다.

2.[JD 집중·TM 구조 불균형] 채널은 JD에 고도로 집중되어 있습니다. JD가 GMV의 74.3%(279.3K USD)를 차지하나 달성률은 66.0%로, 규모 주력인 동시에 여전히 격차의 주원인입니다. LG.COM은 달성률 87.4%로 가장 양호하며 목표 85.8K USD까지 10.9K USD만 남아 월말 가장 먼저 목표 도달 가능성이 높은 채널입니다. TM은 달성률 27.6%(21.8K USD)로 부진하며, Ref는 금월 GMV가 0으로 떨어지고 MNT·PC·A/P에서도 거래가 없어 채널 내 카테고리 구조가 매우 불균형합니다. TM의 카테고리와 검색 커버리지 보완이 시급합니다.

3.[6대 카테고리 일제히 하락] 6대 카테고리가 전월 동기 대비 일제히 하락했습니다. WM -44.2%(167.8K USD, 최대 규모), Ref -35.4%(62.5K, 상대적 선방), TV -49.0%, MNT -65.8%, A/P -66.7%이며 PC는 0에서 2.1K로 시작했습니다. WM·Ref 달성률은 76.5%/79.5%의 중위권인 반면 TV 달성률 43.9%, A/P 31.8%가 달성도 면에서 가장 뒤처지고 하락폭도 커 보충 우선순위입니다.

4.[트래픽 축소·전환 효율 악화] 트래픽 측면에서 UV는 전월 동기 대비 26.8% 감소(317,040→231,977)했으나 GMV 감소폭 48.0%가 더 가파르며, 이는 트래픽 축소를 넘어 전환 효율 악화를 의미합니다. 전체 CVR은 0.33%에서 0.25%로 약 0.08%p 하락했고 ASP는 689.4에서 646.0으로 내려갔습니다. 장바구니 11,198→8,599, 구매 건수 1,049→582로 동반 약화되어 랜딩 페이지와 장바구니-결제 구간 최적화가 필요합니다.

5.[전용 모델 GMV 28.4% 기여] 전용 모델은 총 12/86개 SKU이며 GMV 기여율 28.4%로 D2C 차별화의 핵심축입니다. TOP5 모델 중 FCY10R4M, SC5MBR80H가 전용(O)으로, 전용 모델이 세탁기 주력 판매를 이미 담당하고 있음을 보여줍니다. LG.COM 전용 페이지 체류 강화와 JD 측 전용품 프로모션 리소스 집중을 통해 이 고비중 기반을 공고히 할 것을 권장합니다.

6.[상위 집중·제로 전환 병존] 모델 단위로는 양극화가 뚜렷합니다. TOP5 중 65QNED85BCA(TV, 127,267 RMB), OLED55G6PCA(TV, 118,959 RMB)가 TV 판매를 견인하나 TV 전체는 여전히 부진해 상위 집중 형태입니다. 더 경계할 점은 세탁기 세트 3종(FCV13G4W+RH10V9AV4W, FMY10Y4PF+RH10V3PV8WS, FN23BQH)으로, UV가 각각 3,407/3,342/3,109에 달하고도 CVR은 0.0%로 고트래픽·제로 전환의 전형적인 전환 함정이며, 가격·세트 페이지·재고 상태를 즉시 점검해야 합니다.

7.[권고: TV·JD 보충 우선] 권고 1: TV와 JD를 월말 보충의 양대 축으로 삼으십시오. TV는 목표 222.7K USD 대비 125.0K USD(달성률 43.9%) 부족하며, JD는 전체의 74.3%를 차지하면서도 달성률 66.0%에 그칩니다. 65QNED85BCA, OLED55G6PCA 등 검증된 상위 모델에 프로모션과 검색 입찰을 집중해 확실한 판매로 최대 격차를 메우십시오.

8.[권고: 전환 함정 복구·TM 보완] 권고 2: 전환 함정을 복구하고 TM 기반을 다지십시오. CVR 0.0%인 세탁기 세트 3종은 페이지·가격·재고를 신속히 점검해야 합니다. TM은 금월 달성률 27.6%(21.8K USD)에 그치고 Ref·MNT·PC·A/P 카테고리가 결여되어 있으므로, TM의 카테고리 등록과 검색 순위를 우선 보완해 UV 42,673(CVR 0.06%)을 유효한 거래로 전환시키십시오.