LGECH D2C Daily Report

업데이트: 2026-07-27

Channel × Product Performance · Period 07/01 - 07/26 · Unit: K USD · Rate: ¥6.8/USD · Net GMV = GMV - Cancel

Today Net GMV당일 Net GMV (2026-07-26 당일)17.7 K USD

MTD Net GMV월 누계 Net GMV (07/01 - 07/26)441.9 K USD

Net GMV Target AchievementGMV 목표 달성률75.2%441.9 / 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.COM91Net GMV K USDProg.Prog.

105.8%

Retail JD324Net GMV K USDProg.Prog.

76.5%

Retail TM28Net GMV K USDProg.Prog.

34.8%

W/M203

前月同期 293 K USD전월 동기

↓30.6%

REF74

前月同期 103 K USD전월 동기

↓28.2%

LTV111

前月同期 202 K USD전월 동기

↓45.0%

MNT51

前月同期 137 K USD전월 동기

↓63.0%

PC2

前月同期 0 K USD전월 동기

A/P0

前月同期 1 K USD전월 동기

↓49.4%

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

7/26 Daily · Jul MTD · vs Jun. Same Period · Net GMV Unit: K USD · ASP Unit: USD/EA 7/26 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	7/26 Daily7/26 당일						Jul MTD Jul 1 - Jul 267월 1일~7월 26일 누계						vs Jun. Same Period Jun. 1 - Jun. 266월 1일~6월 26일 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	4,470	190	14	6.8	488	0.31%	122,538	4,885	430	203.4	473	0.35%	↓9.3%	↓11.8%	↓37.0%	↓30.6%	↑10.3%	↓0.15pp
D2C	REF	3,013	131	3	3.1	1,048	0.10%	43,861	1,586	73	74.2	1,017	0.17%	↑25.8%	↑40.2%	↓20.7%	↓28.2%	↓9.5%	↓0.10pp
D2C	LTV	5,305	159	8	6.8	847	0.15%	85,669	2,802	118	111.0	940	0.14%	↓33.0%	↓17.9%	↓36.9%	↓45.0%	↓12.8%	↓0.01pp
D2C	MNT	528	27	2	0.9	456	0.38%	22,602	943	64	50.6	791	0.28%	↓59.3%	↓59.8%	↓65.8%	↓63.0%	↑8.0%	↓0.05pp
D2C	PC	12	0	0	0	0	0.00%	850	20	1	2.1	2,095	0.12%	↓54.0%	↑17.6%	-	-	-	↑0.12pp
D2C	A/P	8	1	0	0	0	0.00%	2,995	19	2	0.5	250	0.07%	↓37.8%	↓71.6%	↓50.0%	↓49.4%	↑1.3%	↓0.02pp
D2C	TTL	13,336	508	27	17.7	654	0.20%	278,515	10,255	688	441.8	642	0.25%	↓22.6%	↓18.0%	↓40.3%	↓40.0%	↑0.6%	↓0.07pp
LG.COM	W/M	69	1	0	0	0	0.00%	12,944	78	29	29.5	1,016	0.22%	↑8.4%	↑188.9%	↑81.2%	↑116.5%	↑19.4%	↑0.09pp
LG.COM	REF	26	0	0	0	0	0.00%	4,848	30	25	31.8	1,271	0.52%	↓30.4%	↑900.0%	↑31.6%	↑33.4%	↑1.4%	↑0.24pp
LG.COM	LTV	24	0	0	0	0	0.00%	4,094	26	10	7.9	791	0.24%	↓69.6%	↑52.9%	↓56.5%	↓68.1%	↓26.7%	↑0.07pp
LG.COM	MNT	44	0	0	0	0	0.00%	3,897	107	18	19.5	1,083	0.46%	↓59.4%	↓18.3%	↓41.9%	↓2.2%	↑68.4%	↑0.14pp
LG.COM	PC	4	0	0	0	0	0.00%	607	10	1	2.1	2,095	0.16%	↓58.1%	↑100.0%	-	-	-	↑0.16pp
LG.COM	A/P	2	0	0	0	0	0.00%	2,753	2	0	0	0	0.00%	↑116.9%	-	↓100.0%	↓100.0%	↓100.0%	↓0.08pp
LG.COM	TTL	169	1	0	0	0	0.00%	29,143	253	83	90.7	1,093	0.28%	↓34.8%	↑38.3%	↓7.8%	↑10.1%	↑19.4%	↑0.08pp
JD	W/M	2,901	158	13	6.4	495	0.45%	78,858	4,046	375	153.8	410	0.48%	↓12.0%	↓16.3%	↓36.9%	↓42.4%	↓8.7%	↓0.19pp
JD	REF	2,496	105	1	1.2	1,176	0.04%	30,754	1,312	46	40.5	880	0.15%	↑34.3%	↑26.3%	↓36.1%	↓49.1%	↓20.3%	↓0.16pp
JD	LTV	4,612	145	7	6.1	867	0.15%	67,811	2,447	100	97.6	976	0.15%	↓25.0%	↓22.0%	↓32.0%	↓42.1%	↓14.9%	↓0.02pp
JD	MNT	479	27	2	0.9	456	0.42%	18,670	836	46	31.1	677	0.25%	↓59.4%	↓62.2%	↓70.5%	↓73.4%	↓9.8%	↓0.09pp
JD	PC	8	0	0	0	0	0.00%	243	10	0	0	0	0.00%	↓39.6%	↓16.7%	-	-	-	0.00pp
JD	A/P	6	1	0	0	0	0.00%	170	15	2	0.5	250	1.18%	↓95.2%	↓77.6%	↓33.3%	↓33.3%	0%	↑1.09pp
JD	TTL	10,502	436	23	14.6	634	0.22%	196,506	8,666	569	323.6	569	0.29%	↓22.3%	↓23.3%	↓41.5%	↓48.9%	↓12.7%	↓0.09pp
TM	W/M	1,500	31	1	0.4	396	0.07%	30,736	761	26	20.1	774	0.08%	↓8.1%	↑12.4%	↓64.4%	↑63.5%	↑359.0%	↓0.13pp
TM	REF	491	26	2	2.0	983	0.41%	8,259	244	2	2.0	983	0.02%	↑65.6%	↑174.2%	↑100.0%	-	-	0.00pp
TM	LTV	669	14	1	0.7	706	0.15%	13,764	329	8	5.4	677	0.06%	↓42.5%	↑27.0%	↓52.9%	↓32.5%	↑43.4%	↓0.01pp
TM	MNT	5	0	0	0	0	0.00%	35	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	0	0	0	0	0	0.00%	72	2	0	0	0	0.00%	↑3500.0%	-	-	-	-	0.00pp
TM	TTL	2,665	71	4	3.1	767	0.15%	52,866	1,336	36	27.5	764	0.07%	↓15.3%	↑30.3%	↓60.4%	↑35.3%	↑241.9%	↓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 26 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 26일 Net GMV입니다.

全产品 SKU 实绩详细전 제품 SKU 실적 상세

Unit: RMB / 단위: RMB(7/26 Daily · 07/01-07/26 MTD · vs 06/01-06/26 · Showing 90 models with sales) (7/26 당일 · 07/01-07/26 누계 · 대비 06/01-06/26 · 판매 발생 90개 모델)

Product	Model	专供 전용	7/26 Daily7/26 당일						Jul MTD Jul 1 - Jul 267월 1일~7월 26일 누계						Jun. MTD Jun. 1 - Jun. 266월 1일~6월 26일 누계						vs Jun. Same Period Jun. 1 - Jun. 266월 1일~6월 26일 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	283	18	1	2,060	2,060	0.4%	8,662	473	110	196,288	1,784	1.3%	8,847	486	104	180,291	1,734	1.2%	↓2.1%	↓2.7%	↑5.8%	↑8.9%	↑2.9%	↑0.1pp
WM	SC5MBR80H	O	357	24	1	19,114	19,114	0.3%	10,923	369	9	164,155	18,239	0.1%	11,869	301	4	71,913	17,978	0.0%	↓8.0%	↑22.6%	↑125.0%	↑128.3%	↑1.5%	↑0.1pp
WM	FCY90N2W	-	464	17	5	6,939	1,388	1.1%	10,802	458	87	132,967	1,528	0.8%	10,783	603	126	169,291	1,344	1.2%	↑0.2%	↓24.0%	↓31.0%	↓21.5%	↑13.8%	↓0.4pp
WM	FCY10Y4M	O	448	17	3	7,293	2,431	0.7%	10,354	396	73	122,648	1,680	0.7%	13,261	409	66	109,931	1,666	0.5%	↓21.9%	↓3.2%	↑10.6%	↑11.6%	↑0.9%	↑0.2pp
WM	S3GHM	O	365	17	0	-	0	0%	9,849	342	13	112,596	8,661	0.1%	8,958	320	19	171,050	9,003	0.2%	↑9.9%	↑6.9%	↓31.6%	↓34.2%	↓3.8%	↓0.1pp
WM	SC5GMR80H	-	288	19	0	-	0	0%	5,338	312	4	74,766	18,692	0.1%	4,605	164	7	128,551	18,364	0.2%	↑15.9%	↑90.2%	↓42.9%	↓41.8%	↑1.8%	↓0.1pp
WM	FCY10Y4M+RH10V3MVTW	O	651	6	0	-	0	0%	17,670	386	11	67,808	6,164	0.1%	18,440	454	17	101,900	5,994	0.1%	↓4.2%	↓15.0%	↓35.3%	↓33.5%	↑2.8%	0.0pp
WM	FCY90M2P	-	139	5	1	2,833	2,833	0.7%	3,183	268	33	66,408	2,012	1.0%	4,114	405	106	181,080	1,708	2.6%	↓22.6%	↓33.8%	↓68.9%	↓63.3%	↑17.8%	↓1.6pp
WM	WT1310BGA	-	19	0	0	-	0	0%	3,618	26	6	60,434	10,072	0.2%	3,024	82	2	24,698	12,349	0.1%	↑19.6%	↓68.3%	↑200.0%	↑144.7%	↓18.4%	↑0.1pp
WM	FA12CA2C+RH10X75V2N	-	313	7	0	-	0	0%	6,413	244	4	51,846	12,962	0.1%	5,600	335	11	88,668	8,061	0.2%	↑14.5%	↓27.2%	↓63.6%	↓41.5%	↑60.8%	↓0.1pp
WM	FCW12D4WA	-	47	2	0	-	0	0%	1,059	63	11	42,747	3,886	1.0%	1,602	114	13	40,770	3,136	0.8%	↓33.9%	↓44.7%	↓15.4%	↑4.8%	↑23.9%	↑0.2pp
WM	S3IF	-	25	2	0	-	0	0%	1,291	62	4	37,181	9,295	0.3%	1,719	84	13	111,920	8,609	0.8%	↓24.9%	↓26.2%	↓69.2%	↓66.8%	↑8.0%	↓0.5pp
WM	FA12CA2C	-	21	5	0	-	0	0%	980	48	6	35,003	5,834	0.6%	1,482	57	4	18,019	4,505	0.3%	↓33.9%	↓15.8%	↑50.0%	↑94.3%	↑29.5%	↑0.3pp
WM	RH10V9PV2WR	-	23	0	1	5,528	5,528	4.3%	486	29	6	33,162	5,527	1.2%	291	14	0	-	0	0%	↑67.0%	↑107.1%	-	-	-	↑1.2pp
WM	FCV13G4W+RH10V9AV4W	-	145	12	1	50	50	0.7%	3,955	197	4	26,838	6,710	0.1%	3,612	207	15	116,847	7,790	0.4%	↑9.5%	↓4.8%	↓73.3%	↓77.0%	↓13.9%	↓0.3pp
WM	FN23WQH	-	48	3	0	-	0	0%	1,152	61	2	20,898	10,449	0.2%	966	70	5	55,714	11,143	0.5%	↑19.3%	↓12.9%	↓60.0%	↓62.5%	↓6.2%	↓0.3pp
WM	FH12X9WCA	-	65	5	0	-	0	0%	992	47	3	20,748	6,916	0.3%	221	16	0	-	0	0%	↑348.9%	↑193.8%	-	-	-	↑0.3pp
WM	SC5MSR40	-	107	2	0	-	0	0%	3,487	164	1	18,399	18,399	0.0%	7,466	101	0	-400	0	0%	↓53.3%	↑62.4%	-	↓4699.8%	-	0.0pp
WM	FMY10Y4PF	O	20	1	0	-	0	0%	1,442	63	11	14,419	1,311	0.8%	3,609	114	7	13,775	1,968	0.2%	↓60.0%	↓44.7%	↑57.1%	↑4.7%	↓33.4%	↑0.6pp
WM	FCV13G4W	-	71	1	0	-	0	0%	948	48	3	11,875	3,958	0.3%	1,157	82	46	42,572	926	4.0%	↓18.1%	↓41.5%	↓93.5%	↓72.1%	↑327.7%	↓3.7pp
WM	FCW12Y4PA	-	7	0	0	-	0	0%	404	23	4	11,616	2,904	1.0%	888	50	13	29,985	2,306	1.5%	↓54.5%	↓54.0%	↓69.2%	↓61.3%	↑25.9%	↓0.5pp
WM	FCW12Y4WA	-	32	1	0	-	0	0%	1,776	59	5	10,755	2,151	0.3%	2,084	150	24	52,854	2,202	1.2%	↓14.8%	↓60.7%	↓79.2%	↓79.7%	↓2.3%	↓0.9pp
WM	FW12X4WC2	-	9	0	0	-	0	0%	881	16	3	10,309	3,436	0.3%	18	0	1	4,369	4,369	5.6%	↑4794.4%	-	↑200.0%	↑136.0%	↓21.3%	↓5.3pp
WM	FCW10Y4PA	-	32	1	1	2,633	2,633	3.1%	770	43	4	9,972	2,493	0.5%	1,001	70	19	34,687	1,826	1.9%	↓23.1%	↓38.6%	↓78.9%	↓71.3%	↑36.6%	↓1.4pp
WM	DH12X4WC2	-	7	0	0	-	0	0%	274	10	1	6,969	6,969	0.4%	6	0	0	-	0	0%	↑4466.7%	-	-	-	-	↑0.4pp
WM	FMY10Y4PF+RH10V3PV8WS	-	86	7	0	-	0	0%	3,601	157	1	6,599	6,599	0.0%	2,600	97	4	25,596	6,399	0.2%	↑38.5%	↑61.9%	↓75.0%	↓74.2%	↑3.1%	↓0.2pp
WM	FMW10Y4WA	-	38	1	0	-	0	0%	1,465	91	6	6,141	1,024	0.4%	1,773	97	22	18,274	831	1.2%	↓17.4%	↓6.2%	↓72.7%	↓66.4%	↑23.2%	↓0.8pp
WM	RH10X75V2N	-	17	1	0	-	0	0%	222	19	1	5,760	5,760	0.5%	290	22	0	-	0	0%	↓23.4%	↓13.6%	-	-	-	↑0.5pp
WM	FCK12D2CE	-	1	0	0	-	0	0%	26	1	1	4,445	4,445	3.8%	17	3	0	-	0	0%	↑52.9%	↓66.7%	-	-	-	↑3.8pp
WM	FW12X4SC2	-	7	0	0	-	0	0%	391	12	1	4,274	4,274	0.3%	11	0	0	-	0	0%	↑3454.5%	-	-	-	-	↑0.3pp
WM	FY10EK2E	-	16	0	0	-	0	0%	381	19	1	3,485	3,485	0.3%	640	41	8	18,684	2,336	1.2%	↓40.5%	↓53.7%	↓87.5%	↓81.3%	↑49.2%	↓0.9pp
WM	FN23BQH	-	86	1	0	-	0	0%	3,377	113	1	1,434	1,434	0.0%	2,547	84	7	63,576	9,082	0.3%	↑32.6%	↑34.5%	↓85.7%	↓97.7%	↓84.2%	↓0.3pp
WM	FMW10Y4WA+RH10V3AV6W	-	15	2	0	-	0	0%	111	6	1	50	50	0.9%	908	34	2	17,231	8,616	0.2%	↓87.8%	↓82.4%	↓50.0%	↓99.7%	↓99.4%	↑0.7pp
Ref	F544MMB95D	-	278	12	0	-	0	0%	5,585	128	9	84,874	9,430	0.2%	6,448	154	11	124,331	11,303	0.2%	↓13.4%	↓16.9%	↓18.2%	↓31.7%	↓16.6%	0.0pp
Ref	F544MEH62D	-	852	44	2	13,372	6,686	0.2%	11,894	407	11	69,371	6,306	0.1%	2,605	161	25	174,748	6,990	1.0%	↑356.6%	↑152.8%	↓56.0%	↓60.3%	↓9.8%	↓0.9pp
Ref	F664MEH95D	-	101	9	0	-	0	0%	874	52	5	62,980	12,596	0.6%	1,166	47	4	58,340	14,585	0.3%	↓25.0%	↑10.6%	↑25.0%	↑8.0%	↓13.6%	↑0.3pp
Ref	S674MEG11D	-	11	0	0	-	0	0%	4,942	210	14	56,874	4,062	0.3%	6,411	183	11	42,683	3,880	0.2%	↓22.9%	↑14.8%	↑27.3%	↑33.2%	↑4.7%	↑0.1pp
Ref	S674MPY11D	-	1	0	0	-	0	0%	2,071	102	13	46,366	3,567	0.6%	2,315	102	12	43,430	3,619	0.5%	↓10.5%	0%	↑8.3%	↑6.8%	↓1.5%	↑0.1pp
Ref	F544MEH85D	-	417	13	0	-	0	0%	4,352	149	5	45,997	9,199	0.1%	2,971	144	11	91,550	8,323	0.4%	↑46.5%	↑3.5%	↓54.5%	↓49.8%	↑10.5%	↓0.3pp
Ref	F544MEP62D	-	275	10	1	7,999	7,999	0.4%	3,152	114	5	35,632	7,126	0.2%	2,377	55	2	11,989	5,994	0.1%	↑32.6%	↑107.3%	↑150.0%	↑197.2%	↑18.9%	↑0.1pp
Ref	F664MPY88D	-	237	11	0	-	0	0%	1,985	104	3	31,852	10,617	0.2%	1,506	44	2	31,792	15,896	0.1%	↑31.8%	↑136.4%	↑50.0%	↑0.2%	↓33.2%	↑0.1pp
Ref	S653MWW87D	-	247	11	0	-	0	0%	5,172	191	3	29,494	9,831	0.1%	3,220	79	2	19,296	9,648	0.1%	↑60.6%	↑141.8%	↑50.0%	↑52.9%	↑1.9%	0.0pp
Ref	S653MEP87D	-	282	7	0	-	0	0%	1,250	48	2	21,806	10,903	0.2%	2,445	72	7	67,090	9,584	0.3%	↓48.9%	↓33.3%	↓71.4%	↓67.5%	↑13.8%	↓0.1pp
Ref	S653MPY33D	-	291	13	0	-	0	0%	2,200	65	3	19,633	6,544	0.1%	1,871	38	3	21,888	7,296	0.2%	↑17.6%	↑71.1%	0%	↓10.3%	↓10.3%	↓0.1pp
TV	65QNED85BCA	-	249	7	1	5,357	5,357	0.4%	4,368	135	28	143,335	5,119	0.6%	6,096	182	14	66,871	4,776	0.2%	↓28.3%	↓25.8%	↑100.0%	↑114.3%	↑7.2%	↑0.4pp
TV	OLED55G6PCA	-	175	6	0	-	0	0%	3,509	95	11	118,959	10,814	0.3%	5,705	178	10	96,818	9,682	0.2%	↓38.5%	↓46.6%	↑10.0%	↑22.9%	↑11.7%	↑0.1pp
TV	OLED77C6PCA	-	295	5	0	-	0	0%	2,652	81	7	98,840	14,120	0.3%	2,676	96	0	-37,948	0	0%	↓0.9%	↓15.6%	-	↓360.5%	-	↑0.3pp
TV	OLED55C6PCA	-	203	6	0	-	0	0%	3,387	122	11	78,881	7,171	0.3%	3,782	146	11	63,498	5,772	0.3%	↓10.4%	↓16.4%	0%	↑24.2%	↑24.2%	0.0pp
TV	65QNED82BCA	O	949	18	2	4,834	2,417	0.2%	17,892	428	20	75,069	3,753	0.1%	16,845	379	26	102,982	3,961	0.2%	↑6.2%	↑12.9%	↓23.1%	↓27.1%	↓5.2%	↓0.1pp
TV	75QNED82BCA	O	244	4	1	5,989	5,989	0.4%	5,672	169	13	62,037	4,772	0.2%	8,153	238	19	101,033	5,318	0.2%	↓30.4%	↓29.0%	↓31.6%	↓38.6%	↓10.3%	0.0pp
TV	OLED83C6PCA	-	397	13	0	-	0	0%	3,115	121	2	56,998	28,499	0.1%	4,805	203	10	289,490	28,949	0.2%	↓35.2%	↓40.4%	↓80.0%	↓80.3%	↓1.6%	↓0.1pp
TV	OLED65B6PCA	-	25	1	0	-	0	0%	595	22	4	43,476	10,869	0.7%	146	2	0	-	0	0%	↑307.5%	↑1000.0%	-	-	-	↑0.7pp
TV	85QNED82BCA	O	233	9	1	7,999	7,999	0.4%	6,201	215	4	31,787	7,947	0.1%	9,267	211	11	85,534	7,776	0.1%	↓33.1%	↑1.9%	↓63.6%	↓62.8%	↑2.2%	0.0pp
TV	86QNED85BCA	-	103	6	0	-	0	0%	2,082	95	2	17,242	8,621	0.1%	14,515	129	7	45,885	6,555	0.0%	↓85.7%	↓26.4%	↓71.4%	↓62.4%	↑31.5%	↑0.1pp
TV	75MRGB86BCA	-	70	1	1	8,499	8,499	1.4%	1,065	42	2	17,005	8,502	0.2%	1,068	15	2	16,098	8,049	0.2%	↓0.3%	↑180.0%	0%	↑5.6%	↑5.6%	0.0pp
TV	OLED77B6PCA	-	34	0	0	-	0	0%	664	19	1	15,999	15,999	0.2%	1,220	34	0	-	0	0%	↓45.6%	↓44.1%	-	-	-	↑0.2pp
TV	OLED65C6PCA	-	419	9	0	-	0	0%	4,545	106	1	13,999	13,999	0.0%	4,045	147	4	57,496	14,374	0.1%	↑12.4%	↓27.9%	↓75.0%	↓75.7%	↓2.6%	↓0.1pp
TV	86MRGB86BCA	-	93	5	0	-	0	0%	1,812	74	2	13,724	6,862	0.1%	1,290	15	1	11,589	11,589	0.1%	↑40.5%	↑393.3%	↑100.0%	↑18.4%	↓40.8%	0.0pp
TV	65MRGB86BCA	-	148	4	0	-	0	0%	2,181	39	2	12,752	6,376	0.1%	1,536	22	5	30,825	6,165	0.3%	↑42.0%	↑77.3%	↓60.0%	↓58.6%	↑3.4%	↓0.2pp
TV	OLED48C6PCA	-	410	6	0	-	0	0%	4,751	117	2	12,577	6,288	0.0%	7,550	175	11	75,291	6,845	0.1%	↓37.1%	↓33.1%	↓81.8%	↓83.3%	↓8.1%	↓0.1pp
TV	OLED42C6PCA	-	271	10	1	6,099	6,099	0.4%	4,099	155	2	12,222	6,111	0.0%	7,504	251	0	660	0	0%	↓45.4%	↓38.2%	-	↑1751.8%	-	0.0pp
TV	75QNED85BCA	-	158	9	0	-	0	0%	3,110	114	1	7,428	7,428	0.0%	3,550	105	6	44,580	7,430	0.2%	↓12.4%	↑8.6%	↓83.3%	↓83.3%	0%	↓0.2pp
TV	OLED55B6PCA	-	48	0	1	7,289	7,289	2.1%	929	26	1	7,289	7,289	0.1%	1,212	30	0	-	0	0%	↓23.3%	↓13.3%	-	-	-	↑0.1pp
TV	65NANO80ACA	O	8	0	0	-	0	0%	653	23	2	6,598	3,299	0.3%	12,888	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%	822	0	8	40,045	5,006	1.0%	↓89.5%	-	↓87.5%	↓87.4%	↑0.6%	↑0.2pp
MNT	39GX950B-B	-	33	0	0	-	0	0%	1,607	74	10	122,990	12,299	0.6%	2,229	81	6	71,794	11,966	0.3%	↓27.9%	↓8.6%	↑66.7%	↑71.3%	↑2.8%	↑0.3pp
MNT	32GX870B-B	-	50	2	0	-	0	0%	1,750	72	5	41,645	8,329	0.3%	5,350	279	20	169,172	8,459	0.4%	↓67.3%	↓74.2%	↓75.0%	↓75.4%	↓1.5%	↓0.1pp
MNT	32GX850A-B	O	114	7	1	4,999	4,999	0.9%	5,607	256	7	34,993	4,999	0.1%	9,697	418	30	141,794	4,726	0.3%	↓42.2%	↓38.8%	↓76.7%	↓75.3%	↑5.8%	↓0.2pp
MNT	27GM950B-B	-	23	1	0	-	0	0%	867	33	3	26,997	8,999	0.3%	7,096	426	12	107,988	8,999	0.2%	↓87.8%	↓92.3%	↓75.0%	↓75.0%	0%	↑0.1pp
MNT	40U990A-W	-	15	2	0	-	0	0%	438	13	2	23,398	11,699	0.5%	976	18	3	35,197	11,732	0.3%	↓55.1%	↓27.8%	↓33.3%	↓33.5%	↓0.3%	↑0.2pp
MNT	27GX700A-B	-	20	1	0	-	0	0%	761	29	5	18,035	3,607	0.7%	1,849	51	5	16,229	3,246	0.3%	↓58.8%	↓43.1%	0%	↑11.1%	↑11.1%	↑0.4pp
MNT	32U990A-S	-	10	0	0	-	0	0%	457	9	1	16,149	16,149	0.2%	1,181	33	4	70,234	17,558	0.3%	↓61.3%	↓72.7%	↓75.0%	↓77.0%	↓8.0%	↓0.1pp
MNT	45GX950A-B	-	7	0	0	-	0	0%	503	7	1	13,999	13,999	0.2%	1,253	27	0	-	0	0%	↓59.9%	↓74.1%	-	-	-	↑0.2pp
MNT	PU615U	O	11	0	0	-	0	0%	432	7	2	13,998	6,999	0.5%	615	11	3	19,467	6,489	0.5%	↓29.8%	↓36.4%	↓33.3%	↓28.1%	↑7.9%	0.0pp
MNT	27GX790B-B	-	14	1	0	-	0	0%	556	14	1	7,124	7,124	0.2%	1,192	11	0	-	0	0%	↓53.4%	↑27.3%	-	-	-	↑0.2pp
MNT	24G411B-B	-	23	0	0	-	0	0%	1,202	44	10	6,557	656	0.8%	1,369	61	20	12,832	642	1.5%	↓12.2%	↓27.9%	↓50.0%	↓48.9%	↑2.2%	↓0.7pp
MNT	27U730A-B	-	19	1	0	-	0	0%	469	24	4	6,396	1,599	0.9%	373	22	5	7,947	1,589	1.3%	↑25.7%	↑9.1%	↓20.0%	↓19.5%	↑0.6%	↓0.4pp
MNT	27GX704A-B	-	3	0	0	-	0	0%	130	7	2	4,748	2,374	1.5%	266	14	3	6,682	2,227	1.1%	↓51.1%	↓50.0%	↓33.3%	↓28.9%	↑6.6%	↑0.4pp
MNT	27G64NA-B	-	67	9	0	-	0	0%	1,724	82	3	4,197	1,399	0.2%	1,554	98	7	9,793	1,399	0.5%	↑10.9%	↓16.3%	↓57.1%	↓57.1%	0%	↓0.3pp
MNT	27G850A-B	-	21	0	0	-	0	0%	1,065	41	1	3,854	3,854	0.1%	4,342	203	21	62,079	2,956	0.5%	↓75.5%	↓79.8%	↓95.2%	↓93.8%	↑30.4%	↓0.4pp
MNT	27G610A-B	-	11	1	1	1,199	1,199	9.1%	752	29	3	3,597	1,199	0.4%	783	35	3	3,297	1,099	0.4%	↓4.0%	↓17.1%	0%	↑9.1%	↑9.1%	0.0pp
MNT	32UQ850V-W	-	1	0	0	-	0	0%	154	7	1	3,134	3,134	0.6%	423	25	3	9,185	3,062	0.7%	↓63.6%	↓72.0%	↓66.7%	↓65.9%	↑2.4%	↓0.1pp
MNT	27UQ850V-W	-	4	0	0	-	0	0%	558	32	1	2,999	2,999	0.2%	1,106	57	4	10,888	2,722	0.4%	↓49.5%	↓43.9%	↓75.0%	↓72.5%	↑10.2%	↓0.2pp
MNT	27UP850K-W	-	7	0	0	-	0	0%	292	22	1	1,999	1,999	0.3%	2,000	97	16	28,694	1,793	0.8%	↓85.4%	↓77.3%	↓93.8%	↓93.0%	↑11.5%	↓0.5pp
MNT	34U601B-B	-	4	0	0	-	0	0%	170	3	1	1,599	1,599	0.6%	130	8	0	-	0	0%	↑30.8%	↓62.5%	-	-	-	↑0.6pp
MNT	27G411B-B	-	2	0	0	-	0	0%	658	10	1	799	799	0.2%	2,188	55	9	7,108	790	0.4%	↓69.9%	↓81.8%	↓88.9%	↓88.8%	↑1.2%	↓0.2pp
PC	16Z90U-K.ALB9C	-	0	0	0	-	0	0%	154	2	1	14,249	14,249	0.6%	467	2	0	-	0	0%	↓67.0%	0%	-	-	-	↑0.6pp
A/P	AS60GHWZ0	O	8	1	0	-	0	0%	2,995	19	2	3,398	1,699	0.1%	4,818	67	4	6,711	1,678	0.1%	↓37.8%	↓71.6%	↓50.0%	↓49.4%	↑1.3%	0.0pp
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%	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 (07/01-07/26) vs 前月同期 (06/01-06/26) · Unit: K RMB / 단위: K RMB

Product	Model	Jul MTD Jul 1 - Jul 267월 1일~7월 26일 누계			Jun. MTD Jun. 1 - Jun. 266월 1일~6월 26일 누계			vs Jun. Same Period Jun. 1 - Jun. 266월 1일~6월 26일 대비
Product	Model	LG.COM	JD	TM	LG.COM	JD	TM	LG.COM	JD	TM
W/M	FCY10R4M	4	182	10	-	178	2	NEW	↑2.5%	↑284.0%
	SC5MBR80H	31	133	-	17	55	-	↑83.3%	↑141.9%	-
	FCY90N2W	-	131	2	-	169	-	-	↓22.8%	NEW
	FCY10Y4M	7	92	23	6	93	11	↑20.0%	↓0.4%	↑105.3%
	S3GHM	-	82	31	-	144	27	-	↓43.4%	↑15.2%
	SC5GMR80H	35	40	-	-	129	-	NEW	↓68.9%	-
	FCY10Y4M+RH10V3MVTW	-	45	23	-	87	15	-	↓48.5%	↑54.7%
	FCY90M2P	-	60	7	-	181	-	-	↓67.0%	NEW
	WT1310BGA	60	-	-	25	-	-	↑144.5%	-	-
	FA12CA2C+RH10X75V2N	-	37	14	-	89	-	-	↓57.9%	NEW
REF	F544MMB95D	72	13	-	48	76	-	↑50.0%	↓83.1%	-
	F544MEH62D	20	36	13	39	136	-	↓50.1%	↓73.1%	NEW
	F664MEH95D	63	-	-	25	33	-	↑150.0%	-	-
	S674MEG11D	4	53	-	-	43	-	NEW	↑23.2%	-
	S674MPY11D	4	42	-	-	43	-	NEW	↓2.8%	-
	F544MEH85D	-	46	-	-	92	-	-	↓49.8%	-
	F544MEP62D	20	16	-	13	-	-	↑49.6%	NEW	-
	F664MPY88D	14	18	-	14	18	-	0.0%	↑0.6%	-
	S653MWW87D	-	30	-	-	19	-	-	↑52.8%	-
	S653MEP87D	-	22	-	10	58	-	-	↓62.1%	-
LTV	65QNED85BCA	19	124	-	-	67	-	NEW	↑85.5%	-
	OLED55G6PCA	-	119	-	-	97	-	-	↑22.9%	-
	OLED77C6PCA	-	99	-	-	-	-	-	NEW	-
	OLED55C6PCA	-	79	-	-	64	-	-	↑24.3%	-
	65QNED82BCA	-	54	21	4	72	27	-	↓24.5%	↓22.2%
	75QNED82BCA	20	42	-	-	95	6	NEW	↓56.1%	-
	OLED83C6PCA	-	57	-	-	290	-	-	↓80.3%	-
	OLED65B6PCA	-	44	-	-	-	-	-	NEW	-
	85QNED82BCA	-	24	8	7	70	8	-	↓65.7%	↓8.2%
	86QNED85BCA	9	-	8	-	43	3	NEW	-	↑150.0%
MNT	39GX950B-B	45	78	-	20	52	-	↑127.3%	↑50.0%	-
	32GX870B-B	33	8	-	16	153	-	↑105.6%	↓94.4%	-
	32GX850A-B	-	35	-	45	97	-	-	↓63.8%	-
	27GM950B-B	-	27	-	-	108	-	-	↓75.0%	-
	40U990A-W	11	12	-	11	24	-	0.0%	↓49.6%	-
	27GX700A-B	11	7	-	7	10	-	↑62.1%	↓24.0%	-
	32U990A-S	16	-	-	-	70	-	NEW	-	-
	45GX950A-B	-	14	-	-	-	-	-	NEW	-
	PU615U	-	14	-	6	13	-	-	↑6.1%	-
	27GX790B-B	7	-	-	-	-	-	NEW	-	-
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	5	-	-	↓33.3%	-

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.【大盘环比承压但尾部加速回暖】截至 7/26，D2C 大盘 MTD 累计 441.9K USD，环比上月同期 735.8K 降 ↓40.0%；目标 588.0K，达成率 75.2%，落后时间进度 83.9%。该环比降幅需客观看待：6 月含 618 大促抬高基线，7 月回落部分源于大促后需求透支与基线变化，不宜视为单纯下滑。尾部 7/22–7/26 日均 20.1K，较前 21 天 16.3K +23.0% 加速回暖；推算月末约 542.4K、达成 92.0%。

2.【渠道结构分化：JD 核心、LG.COM 达标、TM 爬坡】渠道上，JD 以 323.6K USD 贡献全渠道 73.2% GMV，为绝对核心但环比下滑、达成率 76.5%（目标 422.9K）。LG.COM 达成率 105.8%（90.8K），WM 环比 ↑116.5%、REF ↑33.4% 逆势增长，TV ↓68.1%，结构分化明显。TM 为新店，MTD 27.5K、达成率 34.8%、日均 UV 约 2,033、CVR 0.07%、加购约 51/日，尚处流量积累与加购转化培育期，需优化上架与搜索排名。

3.【品类全线环比下滑，MNT 降幅最大】品类全线环比下滑：WM ↓30.6%（203.4K / 目标 219.2K）、REF ↓28.2%（74.2K）、TV ↓45.0%（111.0K）、MNT ↓63.0%（50.6K）、A/P ↓49.4%（0.5K），仅 PC 自 0 至 2.1K。MNT 降幅最大、TV 次之，合计拖累显著；WM 进度 92.8% 最接近目标。结合 618 滞后影响，6 月大促抬高品类基线使 7 月环比普遍承压，需区分大促与真实需求，对 MNT、TV 重点观察新品节奏与竞品策略。

4.【型号结构是关键解释变量】家电销售受重点型号发售节奏主导，型号结构差异是品类环比波动的关键解释变量。WM 由 FCY10R4M（196,288 RMB）、SC5MBR80H（164,155）、FCY90N2W（132,967）撑起规模；TV 由 65QNED85BCA（143,335 RMB）、OLED55G6PCA、OLED77C6PCA 支撑。当月与上月同期型号组合不同（新品上架、套装动销、重点型号空窗）会大幅拉动或拖累销售。结合 618 滞后，建议持续观察型号别 GMV/UV/CVR。

5.【转化洼地型号：高 UV 低 CVR 待排查】多款型号呈高 UV、低 CVR 转化洼地，流量未有效转成交。65QNED82BCA（UV 17,892、CVR 0.1%）、FCY10Y4M+RH10V3MVTW（17,670、0.1%）、F544MEH62D（11,894、0.1%）流量大却转化低；SC5MSR40、FMY10Y4PF+RH10V3PV8WS 等 CVR 仅 0.0%。高 ASP 品类亦需关注：PC ASP 2,095.4，客单价越高越易在详情页与价格环节流失。建议逐一排查页面、定价与组合，缩短加购到成交路径。

6.【高增长型号逆势拉升，建议加码】整体环比承压下，部分型号逆势高增，是后续加码重点。F544MEP62D 环比 ↑197.2%、WT1310BGA ↑144.7%、FW12X4WC2 ↑136.0%，增速显著。这些型号多落 WM/REF 线，与 LG.COM WM（↑116.5%）、REF（↑33.4%）逆势增长相互印证，说明型号级动销节奏可直接拉动品类。建议对高增长型号持续投入（搜索加权、组合捆绑、库存保障），巩固势头并复盘打法向其他型号复制，作为 7 月末冲刺与 8 月备货重心。

7.【专供型号贡献 GMV 三成】渠道专供型号贡献突出：共 14/209 个 SKU 为专供，占 SKU GMV 约 30.1%，集中 WM（6 款 / 49.0%）、LTV（5 款 / 23.3%）、MNT（2 款 / 14.2%）、A/P（1 款 / 100.0%）。专供仅在 D2C 渠道销售，是 WM、LTV 规模的重要支撑。建议加强 LG.COM 专供页面优化与促销倾斜，并关注 JD 专供品竞争环境；部分专供型号仅存 MTD 数据而无当日流量，建议确认数据同步频率以保证时效。

8.【行动建议：修复漏斗、复制经验、平滑型号节奏】综合建议三条线：① 修复转化漏斗——对转化洼地型号（高 UV 低 CVR）排查页面、定价与组合，并打通 TM 新店加购（约 51/日）到成交链路，将 0.07% CVR 向渠道均值抬升；② 复制 LG.COM WM（↑116.5%）、REF（↑33.4%）逆势增长经验，强化专供页面与资源倾斜；③ 型号节奏层面对高增长型号（F544MEP62D ↑197.2% 等）加码，并跟踪重点型号发售、空窗节奏，平滑 618 后基线波动冲击。

1.[전체 环比 하락 속 말미 회복 가속] 7/26 기준 D2C 전체 MTD 누적 441.9K USD로, 전월 동기(06/01–06/26) 735.8K 대비 ↓40.0% 하락. 목표 588.0K 대비 달성률 75.2%로 경과율 83.9% 하회. 이 环比 하락은 객관적 평가 필요: 6월은 618 프로모션 포함으로 기준선이 높아졌고, 7월 조정은 사후 수요 선반영·기준선 변화에 기인해 단순 부진으로 단정 말아야 함. 말미 7/22–7/26 일평균 20.1K는 이전 21일 16.3K 대비 +23.0% 상승하며 회복 가속. 7월말 약 542.4K, 달성률 92.0% 전망.

2.[채널 구조 양극화: JD 핵심·LG.COM 달성·TM 램프업] 채널 구조상 JD가 323.6K USD로 전체 GMV의 73.2%를 차지하며 절대적 핵심이나 环比 하락, 달성률 76.5%(목표 422.9K). LG.COM은 달성률 105.8%(90.8K), WM은 环比 ↑116.5%·REF ↑33.4%로 역성장 구간에서 상승한 반면 TV는 ↓68.1%로 양극화 뚜렷. TM은 신규 채널로 MTD 27.5K, 달성률 34.8%, 일 UV 약 2,033, CVR 0.07%, 장바구니 약 51/일로 트래픽 축적·전환 육성 단계이며 제품 등록 확대와 검색 순위 최적화를 지속해야 함.

3.[카테고리 전 영역 环比 하락, MNT 최대폭] 카테고리 전 영역 环比 하락: WM ↓30.6%(203.4K), REF ↓28.2%(74.2K), TV ↓45.0%(111.0K), MNT ↓63.0%(50.6K), A/P ↓49.4%(0.5K), PC만 0→2.1K 시작. MNT 하락폭 최대, TV 다음으로 커 하락 영향 큼. WM은 목표에 가장 근접. 618 사후 영향을 감안하면 6월 프로모션으로 높아진 카테고리 기준선 탓에 7월 环比가 전반적으로 눌렸으므로, 프로모션 교란과 실제 수요를 구분하고 MNT·TV는 신제품 리듬과 경쟁사 전략을 중점 관찰해야 함.

4.[모델 구성은 핵심 설명 변수] 가전 판매는 주력 모델 출시 리듬에 좌우되며, 모델 구성 차이가 环比 변동의 핵심 설명 변수다. WM은 FCY10R4M(196,288 RMB), SC5MBR80H(164,155), FCY90N2W(132,967)이 규모를 견인, TV는 65QNED85BCA(143,335 RMB), OLED55G6PCA, OLED77C6PCA가 버팀. 당월과 전월 동기 모델 포트폴리오가 다르면(신제품 투입, 세트 구성 팔림, 주력 모델 공백) 매출이 크게 출렁임. 618 사후 영향을 감안할 때 모델별 GMV/UV/CVR 데이터를 지속 관찰할 것을 권장.

5.[전환 부진 모델: 높은 UV·낮은 CVR 점검 필요] 다수 모델이 높은 UV·낮은 CVR 전환 부진 패턴. 65QNED82BCA(UV 17,892, CVR 0.1%), FCY10Y4M+RH10V3MVTW(17,670, 0.1%), F544MEH62D(11,894, 0.1%)는 트래픽 풍부하나 전환 저조, SC5MSR40·FMY10Y4PF+RH10V3PV8WS 등은 CVR 0.0% 수준. 고ASP 카테고리도 점검: PC ASP 2,095.4로 객단가 높을수록 상세페이지·가격 단계 이탈 쉬움. 전환 부진 모델은 페이지·가격·프로모션 조합을 점검하고 장바구니→결제 경로 단축 권장.

6.[고성장 모델 역성장 상승, 가중 투입 권장] 전반적 环比 부진 속 일부 모델은 역성장하며 고성장 구간 형성, 후속 투입 핵심. F544MEP62D 环比 ↑197.2%, WT1310BGA ↑144.7%, FW12X4WC2 ↑136.0%로 상승폭 큼. 이 모델들은 주로 WM/REF 라인에 속하며, LG.COM WM(↑116.5%)·REF(↑33.4%) 역성장 상승과 맞물려 모델 단위 동향이 카테고리 실적을 직접 견인함을 보여줌. 고성장 모델에 검색 가중·세트 구성·재고 확보를 지속 투입해 상승세 유지하고 노하우를 타 모델로 복제, 7월말 스퍼트와 8월 발주 중심으로 삼을 것.

7.[전용 모델 GMV 30% 기여] 채널 전용 모델 기여 두드러짐: 총 14/209개 SKU가 전용이며 SKU GMV의 약 30.1% 차지, WM(6개/49.0%), LTV(5개/23.3%), MNT(2개/14.2%), A/P(1개/100.0%)에 집중. 전용 모델은 D2C 채널에서만 판매되어 WM·LTV 라인 규모를 견인하는 축. LG.COM 전용 페이지 최적화와 프로모션 리소스 가중 강화하고, JD 전용품 경쟁 환경도 주시. 일부 전용 모델은 당일 트래픽 없이 MTD만 존재하므로 데이터 동기화 주기 확인을 권장.

8.[실행 권고: 퍼널 복구·노하우 복제·모델 리듬 안정화] 종합 권장 세 가지 축: ① 전환 퍼널 복구 — 전환 부진 모델(높은 UV·낮은 CVR)의 페이지·가격·구성을 점검하고, TM 신규 스토어 장바구니(약 51/일)→결제 경로 연결해 0.07% CVR을 채널 평균으로 끌어올림. ② LG.COM WM(↑116.5%)·REF(↑33.4%) 역성장 상승 노하우 복제, 전용 페이지·리소스 가중 강화. ③ 모델 리듬 차원에서 고성장 모델(F544MEP62D ↑197.2% 등) 가중 투입하고, 주력 모델 출시·공백 리듬 추적해 618 이후 기준선 변동 충격 완화.