LGECH D2C Daily Report

업데이트: 2026-07-22

Channel × Product Performance · Period 07/01 - 07/21 · Unit: K USD · Rate: ¥6.8/USD · Net GMV = GMV - Cancel

Today Net GMV당일 Net GMV (2026-07-21 당일)15.6 K USD

MTD Net GMV월 누계 Net GMV (07/01 - 07/21)341.6 K USD

Net GMV Target AchievementGMV 목표 달성률58.1%341.6 / 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.COM66Net GMV K USDProg.Prog.

77.5%

Retail JD257Net GMV K USDProg.Prog.

60.7%

Retail TM18Net GMV K USDProg.Prog.

23.4%

W/M140

前月同期 274 K USD전월 동기

↓48.6%

REF58

前月同期 89 K USD전월 동기

↓34.8%

LTV95

前月同期 182 K USD전월 동기

↓48.0%

MNT46

前月同期 131 K USD전월 동기

↓65.3%

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)

7/21 Daily · Jul MTD · vs Jun. Same Period · Net GMV Unit: K USD · ASP Unit: USD/EA 7/21 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	7/21 Daily7/21 당일						Jul MTD Jul 1 - Jul 217월 1일~7월 21일 누계						vs Jun. Same Period Jun. 1 - Jun. 216월 1일~6월 21일 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	3,842	139	20	6.9	344	0.52%	100,624	4,055	336	140.5	418	0.33%	↓6.4%	↓13.4%	↓38.7%	↓48.6%	↓16.2%	↓0.18pp
D2C	REF	1,481	41	1	0.6	618	0.07%	32,313	1,178	58	58.3	1,005	0.18%	↑4.3%	↑12.8%	↓24.7%	↓34.8%	↓13.5%	↓0.07pp
D2C	LTV	3,484	115	6	5.4	908	0.17%	65,132	2,173	98	94.8	967	0.15%	↓34.9%	↓24.4%	↓38.8%	↓48.0%	↓15.1%	↓0.01pp
D2C	MNT	822	32	3	2.7	892	0.36%	18,929	786	54	45.6	844	0.29%	↓61.4%	↓63.1%	↓69.3%	↓65.3%	↑13.2%	↓0.07pp
D2C	PC	23	2	0	0	0	0.00%	736	16	1	2.1	2,095	0.14%	↓52.7%	↑14.3%	-	-	-	↑0.14pp
D2C	A/P	13	0	0	0	0	0.00%	2,818	13	1	0.2	250	0.04%	↓19.1%	↓79.7%	↓66.7%	↓66.7%	0%	↓0.05pp
D2C	TTL	9,665	329	30	15.6	521	0.31%	220,552	8,221	548	341.5	623	0.25%	↓24.6%	↓24.0%	↓43.2%	↓49.6%	↓11.3%	↓0.08pp
LG.COM	W/M	234	7	1	0.6	628	0.43%	11,922	68	16	15.2	950	0.13%	↑81.2%	↑151.9%	↑14.3%	↑20.7%	↑5.6%	↓0.08pp
LG.COM	REF	50	0	0	0	0	0.00%	4,455	23	20	25.8	1,288	0.45%	↓15.2%	↑666.7%	↑42.9%	↑53.7%	↑7.6%	↑0.18pp
LG.COM	LTV	72	4	0	0	0	0.00%	3,650	25	7	5.7	818	0.19%	↓64.3%	↑66.7%	↓66.7%	↓75.7%	↓27.0%	↓0.01pp
LG.COM	MNT	81	1	1	2.4	2,375	1.23%	3,330	100	17	17.6	1,035	0.51%	↓59.3%	↓11.5%	↓34.6%	↑2.4%	↑56.6%	↑0.19pp
LG.COM	PC	11	1	0	0	0	0.00%	529	7	1	2.1	2,095	0.19%	↓60.2%	↑40.0%	-	-	-	↑0.19pp
LG.COM	A/P	6	0	0	0	0	0.00%	2,620	2	0	0	0	0.00%	↑776.3%	-	-	-	-	0.00pp
LG.COM	TTL	454	13	2	3.0	1,502	0.44%	26,506	225	61	66.4	1,088	0.23%	↓16.8%	↑38.0%	↓18.7%	↓5.3%	↑16.4%	↓0.01pp
JD	W/M	2,282	104	18	5.8	320	0.79%	65,060	3,374	301	109.9	365	0.46%	↓10.4%	↓17.9%	↓42.1%	↓56.3%	↓24.5%	↓0.25pp
JD	REF	1,005	35	1	0.6	618	0.10%	21,889	977	38	32.5	856	0.17%	↑4.0%	↑2.3%	↓39.7%	↓55.2%	↓25.8%	↓0.13pp
JD	LTV	2,838	105	6	5.4	908	0.21%	50,900	1,890	86	86.1	1,001	0.17%	↓34.5%	↓29.2%	↓33.8%	↓44.2%	↓15.7%	0.00pp
JD	MNT	734	31	2	0.3	151	0.27%	15,591	686	37	28.0	756	0.24%	↓61.8%	↓66.0%	↓75.3%	↓75.5%	↓0.6%	↓0.13pp
JD	PC	12	1	0	0	0	0.00%	207	9	0	0	0	0.00%	↓9.6%	0%	-	-	-	0.00pp
JD	A/P	4	0	0	0	0	0.00%	140	10	1	0.2	250	0.71%	↓95.6%	↓84.4%	↓66.7%	↓66.7%	0%	↑0.62pp
JD	TTL	6,875	276	27	12.1	449	0.39%	153,787	6,946	463	256.7	554	0.30%	↓28.7%	↓29.3%	↓46.5%	↓56.7%	↓19.1%	↓0.10pp
TM	W/M	1,326	28	1	0.5	500	0.08%	23,642	613	19	15.5	816	0.08%	↓16.4%	↑12.3%	↑35.7%	↑62.3%	↑19.6%	↑0.03pp
TM	REF	426	6	0	0	0	0.00%	5,969	178	0	0	0	0.00%	↑27.7%	↑107.0%	-	-	-	0.00pp
TM	LTV	574	6	0	0	0	0.00%	10,582	258	5	3.0	596	0.05%	↓13.2%	↑35.8%	↓44.4%	↓29.8%	↑26.3%	↓0.03pp
TM	MNT	7	0	0	0	0	0.00%	8	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%	58	1	0	0	0	0.00%	-	-	-	-	-	0.00pp
TM	TTL	2,336	40	1	0.5	500	0.04%	40,259	1,050	24	18.5	770	0.06%	↓10.8%	↑27.7%	↑4.3%	↑34.0%	↑28.4%	↑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 21 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 21일 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	7/21 Daily7/21 당일						Jul MTD Jul 1 - Jul 217월 1일~7월 21일 누계						Jun. MTD Jun. 1 - Jun. 216월 1일~6월 21일 누계						vs Jun. Same Period Jun. 1 - Jun. 216월 1일~6월 21일 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	327	16	7	10,089	1,441	2.1%	7,297	405	86	157,793	1,835	1.2%	7,280	426	95	168,269	1,771	1.3%	↑0.2%	↓4.9%	↓9.5%	↓6.2%	↑3.6%	↓0.1pp
WM	FCY90N2W	-	448	14	5	9,126	1,825	1.1%	8,597	380	74	114,524	1,548	0.9%	9,001	524	99	141,084	1,425	1.1%	↓4.5%	↓27.5%	↓25.3%	↓18.8%	↑8.6%	↓0.2pp
WM	FCY10Y4M	O	452	12	3	4,537	1,512	0.7%	8,106	324	59	95,295	1,615	0.7%	11,598	361	55	90,023	1,637	0.5%	↓30.1%	↓10.2%	↑7.3%	↑5.9%	↓1.3%	↑0.2pp
WM	S3GHM	O	278	8	0	-	0	0%	7,993	267	7	65,795	9,399	0.1%	7,452	279	18	162,445	9,025	0.2%	↑7.3%	↓4.3%	↓61.1%	↓59.5%	↑4.2%	↓0.1pp
WM	FCY90M2P	-	118	12	1	3,398	3,398	0.8%	2,598	232	29	57,800	1,993	1.1%	3,465	363	90	164,573	1,829	2.6%	↓25.0%	↓36.1%	↓67.8%	↓64.9%	↑9.0%	↓1.5pp
WM	SC5GMR80H	-	120	9	0	-	0	0%	3,602	220	3	57,382	19,127	0.1%	3,584	132	7	128,551	18,364	0.2%	↑0.5%	↑66.7%	↓57.1%	↓55.4%	↑4.2%	↓0.1pp
WM	SC5MBR80H	O	179	10	0	-	0	0%	9,118	286	3	54,812	18,271	0.0%	8,035	201	4	71,913	17,978	0.0%	↑13.5%	↑42.3%	↓25.0%	↓23.8%	↑1.6%	0.0pp
WM	FCY10Y4M+RH10V3MVTW	O	579	13	0	-	0	0%	14,870	341	7	42,180	6,026	0.0%	15,127	349	15	87,079	5,805	0.1%	↓1.7%	↓2.3%	↓53.3%	↓51.6%	↑3.8%	↓0.1pp
WM	FCW12D4WA	-	17	0	0	-	0	0%	897	54	10	38,333	3,833	1.1%	1,401	107	12	40,720	3,393	0.9%	↓36.0%	↓49.5%	↓16.7%	↓5.9%	↑13.0%	↑0.2pp
WM	S3IF	-	19	1	0	-	0	0%	1,117	52	4	37,181	9,295	0.4%	1,237	73	13	111,920	8,609	1.1%	↓9.7%	↓28.8%	↓69.2%	↓66.8%	↑8.0%	↓0.7pp
WM	FA12CA2C	-	36	1	1	6,548	6,548	2.8%	859	37	5	29,164	5,833	0.6%	1,190	51	3	11,470	3,823	0.3%	↓27.8%	↓27.5%	↑66.7%	↑154.3%	↑52.6%	↑0.3pp
WM	RH10V9PV2WR	-	12	0	0	-	0	0%	368	24	5	27,633	5,527	1.4%	241	12	0	-	0	0%	↑52.7%	↑100.0%	-	-	-	↑1.4pp
WM	FA12CA2C+RH10X75V2N	-	214	6	0	-	0	0%	5,039	209	2	26,673	13,336	0.0%	4,783	284	10	103,117	10,312	0.2%	↑5.4%	↓26.4%	↓80.0%	↓74.1%	↑29.3%	↓0.2pp
WM	FH12X9WCA	-	63	3	0	-	0	0%	621	33	3	20,748	6,916	0.5%	78	5	0	-	0	0%	↑696.2%	↑560.0%	-	-	-	↑0.5pp
WM	SC5MSR40	-	69	2	0	-	0	0%	2,748	136	1	18,399	18,399	0.0%	5,207	80	0	-400	0	0%	↓47.2%	↑70.0%	-	↓4699.8%	-	0.0pp
WM	FMY10Y4PF	O	37	2	0	-	0	0%	1,339	59	9	14,319	1,591	0.7%	2,886	96	6	11,535	1,922	0.2%	↓53.6%	↓38.5%	↑50.0%	↑24.1%	↓17.2%	↑0.5pp
WM	WT1310BGA	-	20	0	0	-	0	0%	3,405	22	1	11,684	11,684	0.0%	1,596	69	2	24,698	12,349	0.1%	↑113.3%	↓68.1%	↓50.0%	↓52.7%	↓5.4%	↓0.1pp
WM	FCW12Y4PA	-	10	1	0	-	0	0%	365	21	4	11,616	2,904	1.1%	768	44	13	29,985	2,306	1.7%	↓52.5%	↓52.3%	↓69.2%	↓61.3%	↑25.9%	↓0.6pp
WM	FCW12Y4WA	-	75	1	0	-	0	0%	1,613	54	5	10,755	2,151	0.3%	1,671	136	22	52,754	2,398	1.3%	↓3.5%	↓60.3%	↓77.3%	↓79.6%	↓10.3%	↓1.0pp
WM	FW12X4WC2	-	26	1	0	-	0	0%	791	15	3	10,309	3,436	0.4%	0	0	0	-	0	0%	-	-	-	-	-	↑0.4pp
WM	FN23WQH	-	25	1	0	-	0	0%	993	53	1	9,899	9,899	0.1%	548	52	4	43,215	10,804	0.7%	↑81.2%	↑1.9%	↓75.0%	↓77.1%	↓8.4%	↓0.6pp
WM	FCV13G4W+RH10V9AV4W	-	120	4	1	8,789	8,789	0.8%	3,259	158	1	8,789	8,789	0.0%	2,924	186	15	125,353	8,357	0.5%	↑11.5%	↓15.1%	↓93.3%	↓93.0%	↑5.2%	↓0.5pp
WM	DH12X4WC2	-	12	0	0	-	0	0%	220	9	1	6,969	6,969	0.5%	0	0	0	-	0	0%	-	-	-	-	-	↑0.5pp
WM	FMY10Y4PF+RH10V3PV8WS	-	61	5	0	-	0	0%	3,276	139	1	6,599	6,599	0.0%	1,976	73	3	19,196	6,399	0.2%	↑65.8%	↑90.4%	↓66.7%	↓65.6%	↑3.1%	↓0.2pp
WM	FMW10Y4WA	-	36	1	0	-	0	0%	1,275	78	5	6,091	1,218	0.4%	1,322	86	4	7,878	1,970	0.3%	↓3.6%	↓9.3%	↑25.0%	↓22.7%	↓38.1%	↑0.1pp
WM	RH10X75V2N	-	7	0	0	-	0	0%	163	15	1	5,760	5,760	0.6%	242	17	0	-	0	0%	↓32.6%	↓11.8%	-	-	-	↑0.6pp
WM	FCW10Y4PA	-	26	1	0	-	0	0%	646	35	2	4,757	2,378	0.3%	835	56	14	26,406	1,886	1.7%	↓22.6%	↓37.5%	↓85.7%	↓82.0%	↑26.1%	↓1.4pp
WM	FCK12D2CE	-	2	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	-	64	4	1	4,274	4,274	1.6%	350	12	1	4,274	4,274	0.3%	0	0	0	-	0	0%	-	-	-	-	-	↑0.3pp
WM	FCV13G4W	-	59	2	0	-	0	0%	594	42	1	4,164	4,164	0.2%	883	71	8	33,575	4,197	0.9%	↓32.7%	↓40.8%	↓87.5%	↓87.6%	↓0.8%	↓0.7pp
WM	FN23BQH	-	108	2	0	-	0	0%	3,041	104	1	1,434	1,434	0.0%	1,866	62	7	63,576	9,082	0.4%	↑63.0%	↑67.7%	↓85.7%	↓97.7%	↓84.2%	↓0.4pp
WM	FMW10Y4WA+RH10V3AV6W	-	10	1	1	50	50	10.0%	42	2	1	50	50	2.4%	808	30	2	17,231	8,616	0.2%	↓94.8%	↓93.3%	↓50.0%	↓99.7%	↓99.4%	↑2.2pp
Ref	F544MMB95D	-	81	5	0	-	0	0%	4,266	77	6	60,889	10,148	0.1%	5,133	131	7	82,551	11,793	0.1%	↓16.9%	↓41.2%	↓14.3%	↓26.2%	↓13.9%	0.0pp
Ref	F664MEH95D	-	23	0	0	-	0	0%	631	33	4	50,384	12,596	0.6%	1,050	44	3	45,744	15,248	0.3%	↓39.9%	↓25.0%	↑33.3%	↑10.1%	↓17.4%	↑0.3pp
Ref	F544MEH62D	-	495	12	0	-	0	0%	8,635	297	8	49,157	6,145	0.1%	2,319	149	23	160,150	6,963	1.0%	↑272.4%	↑99.3%	↓65.2%	↓69.3%	↓11.8%	↓0.9pp
Ref	S674MPY11D	-	6	0	0	-	0	0%	2,060	102	13	46,366	3,567	0.6%	2,036	90	9	39,294	4,366	0.4%	↑1.2%	↑13.3%	↑44.4%	↑18.0%	↓18.3%	↑0.2pp
Ref	S674MEG11D	-	303	6	1	4,199	4,199	0.3%	4,265	190	11	44,371	4,034	0.3%	5,789	171	9	38,324	4,258	0.2%	↓26.3%	↑11.1%	↑22.2%	↑15.8%	↓5.3%	↑0.1pp
Ref	F664MPY88D	-	73	3	0	-	0	0%	1,290	75	2	31,792	15,896	0.2%	1,396	40	2	31,792	15,896	0.1%	↓7.6%	↑87.5%	0%	0%	0%	↑0.1pp
Ref	S653MWW87D	-	160	2	0	-	0	0%	3,923	145	3	29,494	9,831	0.1%	2,902	77	2	19,296	9,648	0.1%	↑35.2%	↑88.3%	↑50.0%	↑52.9%	↑1.9%	0.0pp
Ref	F544MEP62D	-	112	5	0	-	0	0%	2,231	85	4	27,632	6,908	0.2%	2,071	46	2	11,989	5,994	0.1%	↑7.7%	↑84.8%	↑100.0%	↑130.5%	↑15.2%	↑0.1pp
Ref	F544MEH85D	-	172	8	0	-	0	0%	2,907	105	3	26,700	8,900	0.1%	2,920	144	12	100,049	8,337	0.4%	↓0.4%	↓27.1%	↓75.0%	↓73.3%	↑6.7%	↓0.3pp
Ref	S653MPY33D	-	10	0	0	-	0	0%	1,419	36	3	19,633	6,544	0.2%	1,750	38	2	15,343	7,672	0.1%	↓18.9%	↓5.3%	↑50.0%	↑28.0%	↓14.7%	↑0.1pp
Ref	S653MEP87D	-	39	0	0	-	0	0%	386	21	1	9,899	9,899	0.3%	2,181	66	5	47,392	9,478	0.2%	↓82.3%	↓68.2%	↓80.0%	↓79.1%	↑4.4%	↑0.1pp
TV	OLED55G6PCA	-	146	4	1	10,999	10,999	0.7%	2,730	81	11	118,959	10,814	0.4%	4,997	161	9	85,829	9,537	0.2%	↓45.4%	↓49.7%	↑22.2%	↑38.6%	↑13.4%	↑0.2pp
TV	65QNED85BCA	-	185	4	2	10,703	5,352	1.1%	3,345	105	23	117,164	5,094	0.7%	5,080	163	9	45,415	5,046	0.2%	↓34.2%	↓35.6%	↑155.6%	↑158.0%	↑1.0%	↑0.5pp
TV	OLED77C6PCA	-	64	2	0	-	0	0%	1,693	58	7	98,840	14,120	0.4%	1,967	65	0	-37,918	0	0%	↓13.9%	↓10.8%	-	↓360.7%	-	↑0.4pp
TV	65QNED82BCA	O	736	12	0	-	0	0%	13,679	340	17	66,250	3,897	0.1%	15,130	325	19	71,014	3,738	0.1%	↓9.6%	↑4.6%	↓10.5%	↓6.7%	↑4.3%	0.0pp
TV	OLED55C6PCA	-	165	4	1	7,895	7,895	0.6%	2,533	90	9	63,076	7,008	0.4%	3,200	121	11	63,169	5,743	0.3%	↓20.8%	↓25.6%	↓18.2%	↓0.1%	↑22.0%	↑0.1pp
TV	OLED83C6PCA	-	128	6	0	-	0	0%	1,821	69	2	56,998	28,499	0.1%	4,042	174	10	289,490	28,949	0.2%	↓54.9%	↓60.3%	↓80.0%	↓80.3%	↓1.6%	↓0.1pp
TV	OLED65B6PCA	-	24	0	0	-	0	0%	457	13	4	43,476	10,869	0.9%	82	0	0	-	0	0%	↑457.3%	-	-	-	-	↑0.9pp
TV	75QNED82BCA	O	176	4	1	35	35	0.6%	4,565	142	9	39,981	4,442	0.2%	6,810	207	19	101,033	5,318	0.3%	↓33.0%	↓31.4%	↓52.6%	↓60.4%	↓16.5%	↓0.1pp
TV	OLED48C6PCA	-	190	2	0	-	0	0%	3,391	86	3	19,892	6,631	0.1%	6,846	151	10	68,662	6,866	0.1%	↓50.5%	↓43.0%	↓70.0%	↓71.0%	↓3.4%	0.0pp
TV	86QNED85BCA	-	95	3	0	-	0	0%	1,697	79	2	17,242	8,621	0.1%	4,205	95	4	31,997	7,999	0.1%	↓59.6%	↓16.8%	↓50.0%	↓46.1%	↑7.8%	0.0pp
TV	OLED77B6PCA	-	25	1	0	-	0	0%	527	14	1	15,999	15,999	0.2%	1,081	27	0	-	0	0%	↓51.2%	↓48.1%	-	-	-	↑0.2pp
TV	85QNED82BCA	O	195	6	0	-	0	0%	5,155	174	2	15,998	7,999	0.0%	7,599	168	11	85,534	7,776	0.1%	↓32.2%	↑3.6%	↓81.8%	↓81.3%	↑2.9%	↓0.1pp
TV	OLED65C6PCA	-	174	6	0	-	0	0%	3,367	80	1	13,999	13,999	0.0%	3,257	116	4	57,496	14,374	0.1%	↑3.4%	↓31.0%	↓75.0%	↓75.7%	↓2.6%	↓0.1pp
TV	86MRGB86BCA	-	82	3	0	-	0	0%	1,439	57	2	13,724	6,862	0.1%	979	10	1	11,589	11,589	0.1%	↑47.0%	↑470.0%	↑100.0%	↑18.4%	↓40.8%	0.0pp
TV	65MRGB86BCA	-	118	2	0	-	0	0%	1,578	24	2	12,752	6,376	0.1%	1,108	20	5	30,825	6,165	0.5%	↑42.4%	↑20.0%	↓60.0%	↓58.6%	↑3.4%	↓0.4pp
TV	75MRGB86BCA	-	60	1	0	-	0	0%	810	32	1	8,506	8,506	0.1%	828	13	2	16,098	8,049	0.2%	↓2.2%	↑146.2%	↓50.0%	↓47.2%	↑5.7%	↓0.1pp
TV	75QNED85BCA	-	120	5	1	7,394	7,394	0.8%	2,462	91	1	7,428	7,428	0.0%	2,669	92	6	44,580	7,430	0.2%	↓7.8%	↓1.1%	↓83.3%	↓83.3%	0%	↓0.2pp
TV	OLED42C6PCA	-	172	10	0	-	0	0%	3,178	126	1	6,123	6,123	0.0%	6,535	209	0	560	0	0%	↓51.4%	↓39.7%	-	↑993.4%	-	0.0pp
TV	75QNED85ACA	-	0	0	0	-	0	0%	84	3	1	5,035	5,035	1.2%	788	0	7	35,010	5,001	0.9%	↓89.3%	-	↓85.7%	↓85.6%	↑0.7%	↑0.3pp
MNT	39GX950B-B	-	32	0	0	-	0	0%	1,423	71	10	122,990	12,299	0.7%	2,087	78	5	61,895	12,379	0.2%	↓31.8%	↓9.0%	↑100.0%	↑98.7%	↓0.6%	↑0.5pp
MNT	32GX850A-B	O	267	9	0	-	0	0%	4,750	206	6	29,994	4,999	0.1%	8,438	376	29	136,795	4,717	0.3%	↓43.7%	↓45.2%	↓79.3%	↓78.1%	↑6.0%	↓0.2pp
MNT	27GM950B-B	-	30	2	0	-	0	0%	718	30	3	26,997	8,999	0.4%	6,520	408	14	125,986	8,999	0.2%	↓89.0%	↓92.6%	↓78.6%	↓78.6%	0%	↑0.2pp
MNT	32GX870B-B	-	16	1	0	-	0	0%	1,558	63	3	25,072	8,357	0.2%	4,512	248	19	160,673	8,456	0.4%	↓65.5%	↓74.6%	↓84.2%	↓84.4%	↓1.2%	↓0.2pp
MNT	40U990A-W	-	13	0	0	-	0	0%	365	9	2	23,398	11,699	0.5%	851	13	3	35,197	11,732	0.4%	↓57.1%	↓30.8%	↓33.3%	↓33.5%	↓0.3%	↑0.1pp
MNT	27GX700A-B	-	8	0	0	-	0	0%	623	23	5	18,035	3,607	0.8%	1,626	46	4	12,905	3,226	0.2%	↓61.7%	↓50.0%	↑25.0%	↑39.8%	↑11.8%	↑0.6pp
MNT	32U990A-S	-	21	3	1	16,149	16,149	4.8%	388	8	1	16,149	16,149	0.3%	980	28	4	70,234	17,558	0.4%	↓60.4%	↓71.4%	↓75.0%	↓77.0%	↓8.0%	↓0.1pp
MNT	45GX950A-B	-	18	1	0	-	0	0%	423	6	1	13,999	13,999	0.2%	1,079	21	0	-	0	0%	↓60.8%	↓71.4%	-	-	-	↑0.2pp
MNT	PU615U	O	16	0	0	-	0	0%	356	7	2	13,998	6,999	0.6%	537	8	3	19,467	6,489	0.6%	↓33.7%	↓12.5%	↓33.3%	↓28.1%	↑7.9%	0.0pp
MNT	27GX704A-B	-	8	0	0	-	0	0%	110	6	3	7,122	2,374	2.7%	231	13	1	2,124	2,124	0.4%	↓52.4%	↓53.8%	↑200.0%	↑235.3%	↑11.8%	↑2.3pp
MNT	27U730A-B	-	9	0	0	-	0	0%	374	19	4	6,396	1,599	1.1%	309	22	5	7,947	1,589	1.6%	↑21.0%	↓13.6%	↓20.0%	↓19.5%	↑0.6%	↓0.5pp
MNT	24G411B-B	-	30	0	1	649	649	3.3%	1,078	43	7	4,510	644	0.6%	1,085	53	17	10,949	644	1.6%	↓0.6%	↓18.9%	↓58.8%	↓58.8%	0%	↓1.0pp
MNT	27G850A-B	-	63	3	0	-	0	0%	801	34	1	3,854	3,854	0.1%	4,165	198	19	56,381	2,967	0.5%	↓80.8%	↓82.8%	↓94.7%	↓93.2%	↑29.9%	↓0.4pp
MNT	32UQ850V-W	-	4	0	0	-	0	0%	139	7	1	3,134	3,134	0.7%	380	21	2	6,146	3,073	0.5%	↓63.4%	↓66.7%	↓50.0%	↓49.0%	↑2.0%	↑0.2pp
MNT	27UQ850V-W	-	12	1	0	-	0	0%	492	29	1	2,999	2,999	0.2%	966	54	4	10,888	2,722	0.4%	↓49.1%	↓46.3%	↓75.0%	↓72.5%	↑10.2%	↓0.2pp
MNT	27G610A-B	-	23	1	0	-	0	0%	635	25	2	2,398	1,199	0.3%	682	31	3	3,297	1,099	0.4%	↓6.9%	↓19.4%	↓33.3%	↓27.3%	↑9.1%	↓0.1pp
MNT	34U601B-B	-	7	0	0	-	0	0%	140	2	1	1,599	1,599	0.7%	100	3	0	-	0	0%	↑40.0%	↓33.3%	-	-	-	↑0.7pp
MNT	27G64NA-B	-	121	5	1	1,399	1,399	0.8%	1,207	50	1	1,399	1,399	0.1%	1,159	77	7	9,793	1,399	0.6%	↑4.1%	↓35.1%	↓85.7%	↓85.7%	0%	↓0.5pp
MNT	27G411B-B	-	9	0	0	-	0	0%	605	10	1	799	799	0.2%	1,855	45	9	7,108	790	0.5%	↓67.4%	↓77.8%	↓88.9%	↓88.8%	↑1.2%	↓0.3pp
PC	16Z90U-K.ALB9C	-	2	0	0	-	0	0%	135	2	1	14,249	14,249	0.7%	352	0	0	-	0	0%	↓61.6%	-	-	-	-	↑0.7pp
A/P	AS60GHWZ0	O	13	0	0	-	0	0%	2,818	13	1	1,699	1,699	0.0%	3,485	64	3	5,097	1,699	0.1%	↓19.1%	↓79.7%	↓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%	12	1	1	190	190	8.3%	1	0	1	140	140	100.0%	↑1100.0%	-	0%	↑35.7%	↑35.7%	↓91.7pp

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 (07/01-07/21) vs 前月同期 (06/01-06/21) · Unit: K RMB / 단위: K RMB

Product	Model	Jul MTD Jul 1 - Jul 217월 1일~7월 21일 누계			Jun. MTD Jun. 1 - Jun. 216월 1일~6월 21일 누계			vs Jun. Same Period Jun. 1 - Jun. 216월 1일~6월 21일 대비
Product	Model	LG.COM	JD	TM	LG.COM	JD	TM	LG.COM	JD	TM
W/M	FCY10R4M	2	149	6	-	166	2	NEW	↓10.0%	↑148.0%
	FCY90N2W	-	112	2	-	141	-	-	↓20.5%	NEW
	FCY10Y4M	2	78	15	6	77	7	↓70.0%	↑1.4%	↑123.5%
	S3GHM	-	55	11	-	135	27	-	↓59.5%	↓59.3%
	FCY90M2P	-	51	7	-	165	-	-	↓68.9%	NEW
	SC5GMR80H	17	40	-	-	129	-	NEW	↓68.9%	-
	SC5MBR80H	17	38	-	17	55	-	0.0%	↓31.0%	-
	FCY10Y4M+RH10V3MVTW	-	19	23	-	87	-	-	↓78.0%	NEW
	FCW12D4WA	11	27	-	5	36	-	↑145.7%	↓25.2%	-
	S3IF	-	37	-	10	102	-	-	↓63.7%	-
REF	F544MMB95D	48	13	-	19	63	-	↑150.0%	↓79.7%	-
	F664MEH95D	50	-	-	13	33	-	↑300.0%	-	-
	F544MEH62D	20	30	-	39	121	-	↓50.1%	↓75.6%	-
	S674MPY11D	4	42	-	-	39	-	NEW	↑7.4%	-
	S674MEG11D	-	44	-	-	38	-	-	↑15.9%	-
	F664MPY88D	14	18	-	14	18	-	0.0%	0.0%	-
	S653MWW87D	-	30	-	-	19	-	-	↑52.8%	-
	F544MEP62D	20	8	-	13	-	-	↑49.6%	NEW	-
	F544MEH85D	-	27	-	-	100	-	-	↓73.3%	-
	S653MPY33D	20	-	-	6	9	-	↑201.5%	-	-
LTV	OLED55G6PCA	-	119	-	-	86	-	-	↑38.7%	-
	65QNED85BCA	14	103	-	-	45	-	NEW	↑126.2%	-
	OLED77C6PCA	-	99	-	-	-	-	-	NEW	-
	65QNED82BCA	-	54	12	4	63	4	-	↓13.9%	↑171.1%
	OLED55C6PCA	-	63	-	-	63	-	-	↓0.2%	-
	OLED83C6PCA	-	57	-	-	290	-	-	↓80.3%	-
	OLED65B6PCA	-	44	-	-	-	-	-	NEW	-
	75QNED82BCA	10	30	-	-	95	6	NEW	↓68.7%	-
	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	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	-	-	-	2	-	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.【全渠道一起掉，达成已落后时间进度】整体盘子比上月同期砍掉快一半。截至7/21 MTD累计 **341.6 K USD**，只完成月度目标 **58.1%**，而时间已经走完 **67.7%**；对比上月同期 677.1 K USD，直接 **↓49.5%**。不是哪个品类的问题，是全渠道一起掉——时间过半、达成掉队，按当前节奏月底大概率摸不到 80%。

[전 채널 동반 하락, 달성률이 경과 시점을 밑돌음] 전체 규모가 전월 동기 대비 거의 반토막 났습니다. 7/21 기준 MTD 누적 **341.6K USD**로 월 목표의 **58.1%**만 달성한 반면 경과 시점은 이미 **67.7%**입니다. 전월 동기 677.1K USD 대비 **↓49.5%**로, 특정 카테고리가 아닌 전 채널이 동반 하락했습니다. 현재 추세로는 월말 80% 달성도 불확실합니다.

2.【JD 独大却在失血，无第二支柱】真正的命门是 JD 一家独大却也在失血。JD 吃掉全站 **75.1%** 的 GMV（256.7 K USD），可它对标上月同期 **↓56.7%**，达成率只剩 **60.7%**。WM 在 JD 掉 56.3%、MNT 掉 75.5%——大头一软，全站就站不住。这条渠道一旦继续走弱，没有第二根支柱能补。

[JD 독주 속 출혈, 제2 버팀목 없음] 진짜 병목은 JD의 독주와 동시에 출혈입니다. JD가 전체 GMV의 **75.1%**(256.7K USD)를 차지하지만 전월 동기 대비 **↓56.7%**, 달성률은 **60.7%**에 불과합니다. JD 내 WM은 56.3%, MNT는 75.5% 하락—핵심 채널이 흔들리면 전체가 지탱되지 않으며, 제2의 버팀목 없이는 JD 약세를 메울 수 없습니다.

3.【TV 离目标最远，进度仅 42.6%】TV 是离目标最远的一条线。MTD **94.8 K USD**，目标 222.7，进度 only **42.6%**——全品类里最落后；对比上月同期 ↓48.0%，在 JD 这头也掉了 **44.2%**。OLED55G6PCA 和 65QNED85BCA 两款还能打，但不足以把整条线拉回轨道，得靠组合促销而不是单品硬推。

[TV 목표에서 가장 멀리, 진척 42.6%] TV는 목표에서 가장 멀리 떨어진 라인입니다. MTD **94.8K USD**, 목표 222.7, 진척률 **42.6%**로 전 카테고리 최하위이며 전월 동기 대비 48.0% 하락, JD에서도 **44.2%** 하락했습니다. OLED55G6PCA와 65QNED85BCA는 선전하지만 단품 밀어붙이기로는 회복 불가하며 묶음 프로모션이 필요합니다.

4.【WM 三款机型高流量却 0% 转化】WM 的流量没少，钱却漏了。三款机型的访问极高却几乎零转化：FCY10Y4M+RH10V3MVTW 来访 **14,870** 却 CVR **0.0%**，SC5MBR80H 来访 9,118 同样 0.0%，FA12CA2C+RH10X75V2N 来访 5,039——三款合计 **29,027** 个 UV 一分钱没产出。尤其套购型号卡在 0% 转化，明显是价格或落地页断了，优先修这三页。

[WM 3모델 고트래픽 yet 0% 전환] WM 트래픽은 줄지 않았는데 매출이 새고 있습니다. 세 모델 방문은 매우 높은데 전환은 사실상 0%입니다. FCY10Y4M+RH10V3MVTW 방문 **14,870**에 CVR **0.0%**, SC5MBR80H 방문 9,118도 0.0%, FA12CA2C+RH10X75V2N 방문 5,039—세 모델 합계 **29,027** UV가 매출 0입니다. 묶음 구매 모델이 0%에 막힌 건 가격이나 랜딩페이지 단절이 분명하니 이 세 페이지부터 먼저 보수하세요.

5.【LG.COM 唯一跑赢节奏，值得加码】LG.COM 是今天唯一跑赢节奏的地方，值得加码。达成率 **77.5%** 全场最高，Ref 对比上月同期 **↑53.7%**、WM ↑20.7%、MNT 基本持平——三个品类都在逆势往上。它体量还小（66.4 K USD），但方向和转化都对，应该把促销资源和专供型号页面向这里倾斜。

[LG.COM 유일하게 추세 앞서감, 가속 필요] LG.COM은 오늘 유일하게 추세를 앞서가는 곳으로 가속이 필요합니다. 달성률 **77.5%**로 전 채널 최고이며 Ref는 전월 동기 대비 **↑53.7%**, WM 20.7% 상승, MNT는 보합—세 카테고리 모두 역상승입니다. 규모는 아직 작지만(66.4K USD) 방향과 전환이 좋으니 프로모션 리소스와 전용 모델 페이지를 여기에 집중해야 합니다.

6.【专供型号是隐藏杠杆，占 GMV 24.5%】专供型号是隐藏的杠杆。全站 **12 个** SKU 标专供，却贡献了 **24.5%** 的 GMV，而且只在 D2C 体系内卖。LG.COM 现在转化最强，把这几款专供的页面、搜索排名和套装组合做厚，是用最小货架成本撬动增量的捷径。

[전용 모델은 숨겨진 레버, GMV 24.5% 차지] 전용 모델은 숨겨진 레버입니다. 전체 **12개** SKU가 전용 표시되어 있지만 GMV의 **24.5%**를 차지하며 D2C 내에서만 판매됩니다. 전환이 가장 센 LG.COM에서 이 전용 모델들의 페이지·검색 순위·묶음 구성을 강화하는 것이 최소 진열 비용으로 증분을 만드는 지름길입니다.

7.【TM 多处停摆，Ref 有流量却 0 成交】TM 开了店却多处停摆。Ref 有 **5,969** 个 UV、还比上月同期涨 27.7%，结果 **0 成交**——落地页或价格明显卡住；更糟的是 MNT、PC、A/P 在 TM 几乎 **停摆/中斷**（UV 仅 8、0、58，GMV 全 0）。新店爬坡不能只堆流量不修转化。

[TM多处 중단, Ref 트래픽 있으나 0 거래] TM은 오픈했지만多处에서 중단 상태입니다. Ref는 UV **5,969**개에 전월 동기 대비 27.7% 증가했으나 **0 건 거래**—랜딩페이지나 가격이 확실히 막혔습니다. 더 심각한 건 MNT·PC·A/P가 TM에서 사실상 **중단/정지**(UV 8·0·58, GMV 전부 0)입니다. 신규 스토어 램프업은 트래픽만 쌓고 전환을 안 고치면 안 됩니다.

8.【冰箱不是没人看，是客单崩了】冰箱不是没人看，是客单崩了。Ref 在 D2C 来访 **↑4.3%**（32,313 UV），GMV 却 ↓34.8%，根因在 ASP 从 1,161 掉到 **1,005**、CVR 从 0.25 滑到 0.18。流量健康，问题是高端型号没接住、被低价位稀释——补高配型号的搜索和推荐位比买流量更值。

[냉장고는 안 보는 게 아니라 객단가 무너짐] 냉장고는 안 보는 게 아니라 객단가가 무너졌습니다. Ref D2C 방문은 **4.3% 증가**(32,313 UV)했는데 GMV는 34.8% 하락, 원인은 ASP가 1,161에서 **1,005**로, CVR이 0.25에서 0.18로 떨어진 데 있습니다. 트래픽은 건강하니 문제는 고가형 모델 미회수—트래픽 구매보다 고사양 모델 검색·추천 강화가 낫습니다.

9.【今天该做的三件事】今天该做的三件事：第一，把 WM 三款 0% 转化机型的落地页和价格本周内修完，那是近 **2.9 万** UV 的白送流量；第二，促销预算从疲软的 JD 往 LG.COM 专供型号挪，趁它达成率 77.5% 的势头吃毛利；第三，TM 先救 Ref 转化、补 MNT/PC/A/P 上架，别让新店一直空跑。

[오늘 해야 할 세 가지] 오늘 해야 할 세 가지: 첫째, WM 0% 전환 3모델의 랜딩페이지와 가격을 이번 주 안에 보수—약 **2.9만** UV의 공짜 트래픽입니다. 둘째, 프로모션 예산을 약세 JD에서 달성률 77.5%인 LG.COM 전용 모델로 이동해 마진을 확보. 셋째, TM은 Ref 전환 복구와 MNT·PC·A/P 진열 보강을 먼저 해 신규 스토어 공회전을 막으세요.