LGECH D2C Daily Report

업데이트: 2026-08-20

Channel × Product Performance · Period 08/01 - 08/19 · Unit: K USD · Rate: ¥6.78/USD · Net GMV = GMV - Cancel

Today Net GMV당일 Net GMV (2026-08-19 당일)9.4 K USD

MTD Net GMV월 누계 Net GMV (08/01 - 08/19)371.2 K USD

Net GMV Target AchievementGMV 목표 달성률60.8%371.2 / 610 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.COM97Net GMV K USDProg.

74.6%

Retail JD272Net GMV K USDProg.

63.5%

Retail TM2Net GMV K USDProg.

4.6%

W/M187

前月同期 129 K USD전월 동기

↑44.5%

REF42

前月同期 58 K USD전월 동기

↓27.9%

LTV100

前月同期 88 K USD전월 동기

↑13.2%

MNT42

前月同期 42 K USD전월 동기

↓1.4%

PC0

前月同期 2 K USD전월 동기

↓99.5%

A/P0

前月同期 0 K USD전월 동기

↑100.0%

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

8/19 Daily · Aug MTD · vs Jul. Same Period · Net GMV Unit: K USD · ASP Unit: USD/EA 8/19 당일 · 8월 누계 · 7월 동기 대비 · GMV 단위: K USD · ASP 단위: USD/EA

UV / Cart Customers / EA / Net GMV / ASP / CVR

Channel 채널	Product 제품	8/19 Daily8/19 당일						Aug MTD Aug 1 - Aug 198월 1일~8월 19일 누계						vs Jul. Same Period Jul. 1 - Jul. 197월 1일~7월 19일 대비						KPI제품별 KPI
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	Target K USD	Prog.
D2C	W/M	4,038	160	12	4.4	364	0.30%	88,810	2,684	336	186.9	556	0.38%	↓3.9%	↓28.4%	↑11.6%	↑44.5%	↑29.4%	↑0.05pp	237.1	78.8%
D2C	REF	1,061	54	2	2.2	1,119	0.19%	27,966	741	37	41.7	1,127	0.13%	↓4.2%	↓30.9%	↓35.1%	↓27.9%	↑11.1%	↓0.06pp	72.1	57.8%
D2C	LTV	3,592	106	3	2.9	951	0.08%	79,213	1,739	82	100.2	1,222	0.10%	↑35.5%	↓11.5%	↓8.9%	↑13.2%	↑24.3%	↓0.05pp	237.7	42.1%
D2C	MNT	1,633	48	4	0	-6	0.24%	28,970	691	84	41.9	499	0.29%	↑67.7%	↓3.8%	↑68.0%	↓1.4%	↓41.3%	0.00pp	58.2	72.0%
D2C	PC	20	0	0	0	0	0.00%	1,019	7	0	0	0	0.00%	↑44.7%	↓50.0%	↓100.0%	↓99.5%	↓100.0%	↓0.14pp	4.4	0.2%
D2C	A/P	34	2	0	0	0	0.00%	1,852	32	2	0.5	251	0.11%	↓29.0%	↑166.7%	↑100.0%	↑100.0%	0%	↑0.07pp	0.6	88.7%
D2C	TTL	10,378	370	21	9.4	449	0.20%	227,830	5,894	541	371.2	686	0.24%	↑13.5%	↓21.7%	↑8.2%	↑15.8%	↑7.0%	↓0.01pp	610.1	60.8%
LG.COM	W/M	288	2	0	0	0	0.00%	10,964	82	74	59.4	802	0.67%	↓2.3%	↑39.0%	↑428.6%	↑313.8%	↓21.7%	↑0.55pp	58.4	101.6%
LG.COM	REF	58	0	0	0	0	0.00%	3,116	5	15	20.3	1,353	0.48%	↓26.0%	↓77.3%	↓25.0%	↓21.5%	↑4.7%	↑0.01pp	19.6	103.5%
LG.COM	LTV	133	7	0	0	0	0.00%	5,704	33	9	11.8	1,312	0.16%	↑60.9%	↑73.7%	↑28.6%	↑105.5%	↑59.9%	↓0.04pp	41.9	28.2%
LG.COM	MNT	198	0	0	0	0	0.00%	9,060	34	11	5.4	487	0.12%	↑183.9%	↓64.2%	↓31.2%	↓64.9%	↓48.9%	↓0.38pp	9.8	54.7%
LG.COM	PC	11	0	0	0	0	0.00%	897	9	0	0	0	0.00%	↑74.5%	↑50.0%	↓100.0%	↓100.0%	↓100.0%	↓0.19pp	-	-
LG.COM	A/P	14	0	0	0	0	0.00%	615	0	0	0	0	0.00%	↓74.7%	↓100.0%	-	-	-	0.00pp	-	-
LG.COM	TTL	702	9	0	0	0	0.00%	30,356	163	109	96.8	888	0.36%	↑20.9%	↓19.7%	↑87.9%	↑52.9%	↓18.6%	↑0.13pp	129.7	74.6%
JD	W/M	2,904	145	11	6.0	547	0.38%	55,415	2,090	252	126.3	501	0.45%	↓7.9%	↓33.1%	↓6.3%	↑26.3%	↑34.8%	↑0.01pp	146.3	86.3%
JD	REF	987	54	2	2.2	1,119	0.20%	17,399	567	22	22.5	1,023	0.13%	↓12.1%	↓36.5%	↓40.5%	↓29.7%	↑18.3%	↓0.06pp	48.1	46.8%
JD	LTV	2,957	93	3	2.9	951	0.10%	61,311	1,501	70	87.3	1,247	0.11%	↑34.8%	↓12.0%	↓10.3%	↑9.5%	↑22.0%	↓0.06pp	182.6	47.8%
JD	MNT	1,189	48	4	0	-6	0.34%	18,117	626	72	35.4	491	0.40%	↑28.7%	↑0.5%	↑111.8%	↑29.8%	↓38.7%	↑0.16pp	46.3	76.3%
JD	PC	9	0	0	0	0	0.00%	122	-2	0	0	0	0.00%	↓35.8%	↓125.0%	-	-	-	0.00pp	4.4	0.2%
JD	A/P	13	2	0	0	0	0.00%	1,124	22	2	0.5	251	0.18%	↑764.6%	↑144.4%	↑100.0%	↑100.0%	0%	↓0.59pp	0.6	88.7%
JD	TTL	8,059	342	20	11.1	554	0.25%	153,488	4,804	418	272.0	651	0.27%	↑9.7%	↓24.5%	↓0.2%	↑13.7%	↑14.0%	↓0.03pp	428.3	63.5%
TM	W/M	846	13	1	-1.7	-1,659	0.12%	22,431	512	10	1.3	127	0.04%	↑6.7%	↓9.1%	↓44.4%	↓91.6%	↓84.9%	↓0.04pp	32.4	3.9%
TM	REF	16	0	0	0	0	0.00%	7,451	169	0	-1.1	0	0.00%	↑43.5%	↑7.6%	-	-	-	0.00pp	4.4	-25.1%
TM	LTV	502	6	0	0	0	0.00%	12,198	205	3	1.1	357	0.02%	↑29.6%	↓14.6%	↓40.0%	↓64.2%	↓40.4%	↓0.03pp	13.2	8.1%
TM	MNT	246	0	0	0	0	0.00%	1,793	31	1	1.2	1,175	0.06%	↑179200.0%	-	-	-	-	↑0.06pp	2.1	57.1%
TM	PC	0	0	0	0	0	0.00%	0	0	0	0	0	0.00%	-	-	-	-	-	0.00pp	-	-
TM	A/P	7	0	0	0	0	0.00%	113	10	0	0	0	0.00%	↑126.0%	↑900.0%	-	-	-	0.00pp	-	-
TM	TTL	1,617	19	1	-1.7	-1,659	0.06%	43,986	927	14	2.4	172	0.03%	↑23.3%	↓3.5%	↓39.1%	↓86.7%	↓78.1%	↓0.03pp	52.1	4.6%

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. = Aug 1 - Aug 19 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. = 8월 1일~8월 19일 Net GMV입니다.

全产品 SKU 实绩详细전 제품 SKU 실적 상세

Unit: RMB / 단위: RMB(8/19 Daily · 08/01-08/19 MTD · vs 07/01-07/19 · Showing 80 models with sales) (8/19 당일 · 08/01-08/19 누계 · 대비 07/01-07/19 · 판매 발생 80개 모델)

Product	Model	专供 전용	8/19 Daily8/19 당일						Aug MTD Aug 1 - Aug 198월 1일~8월 19일 누계						Jul. MTD Jul. 1 - Jul. 197월 1일~7월 19일 누계						vs Jul. Same Period Jul. 1 - Jul. 197월 1일~7월 19일 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	S3CW	-	0	0	0	-	0	0%	10	60	71	390,500	5,500	710.0%	0	0	0	-	0	0%	-	-	-	-	-	↑710.0pp
WM	FCY10R4M	O	535	24	3	7,476	2,492	0.6%	8,650	308	85	163,230	1,920	1.0%	6,665	365	75	142,662	1,902	1.1%	↑29.8%	↓15.6%	↑13.3%	↑14.4%	↑1.0%	↓0.1pp
WM	SC5GMR80H	-	91	8	1	19,969	19,969	1.1%	3,841	166	7	138,740	19,820	0.2%	3,335	203	3	57,382	19,127	0.1%	↑15.2%	↓18.2%	↑133.3%	↑141.8%	↑3.6%	↑0.1pp
WM	FCY10Y4M	O	562	18	1	50	50	0.2%	13,428	290	63	109,764	1,742	0.5%	7,215	300	55	88,958	1,617	0.8%	↑86.1%	↓3.3%	↑14.5%	↑23.4%	↑7.7%	↓0.3pp
WM	FCY10Y4M+RH10V3MVTW	O	172	4	0	-	0	0%	7,389	143	11	51,071	4,643	0.1%	13,634	312	6	35,841	5,974	0.0%	↓45.8%	↓54.2%	↑83.3%	↑42.5%	↓22.3%	↑0.1pp
WM	SC5MBR80H	O	145	7	0	-	0	0%	4,587	164	2	38,113	19,056	0.0%	8,526	264	3	54,812	18,271	0.0%	↓46.2%	↓37.9%	↓33.3%	↓30.5%	↑4.3%	0.0pp
WM	FCV13G4W+RH10V9AV4W	-	178	8	0	-	0	0%	3,620	148	5	35,537	7,107	0.1%	2,976	148	0	-	0	0%	↑21.6%	0%	-	-	-	↑0.1pp
WM	SC5MSR40	-	34	2	0	-	0	0%	1,504	67	2	32,598	16,299	0.1%	2,603	130	1	18,399	18,399	0.0%	↓42.2%	↓48.5%	↑100.0%	↑77.2%	↓11.4%	↑0.1pp
WM	FCY90N2W	-	379	26	4	8,334	2,084	1.1%	1,264	40	18	30,868	1,715	1.4%	7,731	352	64	100,735	1,574	0.8%	↓83.7%	↓88.6%	↓71.9%	↓69.4%	↑9.0%	↑0.6pp
WM	FCY90M2P	-	207	10	2	4,995	2,498	1.0%	3,411	125	16	27,820	1,739	0.5%	2,342	203	27	51,512	1,908	1.2%	↑45.6%	↓38.4%	↓40.7%	↓46.0%	↓8.9%	↓0.7pp
WM	FMY10Y4PF	O	64	1	0	-	0	0%	779	48	12	24,639	2,053	1.5%	1,273	54	9	14,319	1,591	0.7%	↓38.8%	↓11.1%	↑33.3%	↑72.1%	↑29.1%	↑0.8pp
WM	FN23BQH	-	59	2	0	-	0	0%	1,451	35	2	23,998	11,999	0.1%	2,790	97	1	1,434	1,434	0.0%	↓48.0%	↓63.9%	↑100.0%	↑1573.5%	↑736.8%	↑0.1pp
WM	DH12X4SC2	-	14	0	0	-	0	0%	591	8	3	22,451	7,484	0.5%	98	4	0	-	0	0%	↑503.1%	↑100.0%	-	-	-	↑0.5pp
WM	S3GHM	O	295	14	0	-	0	0%	9,736	352	2	19,998	9,999	0.0%	7,433	249	7	65,795	9,399	0.1%	↑31.0%	↑41.4%	↓71.4%	↓69.6%	↑6.4%	↓0.1pp
WM	FCW12Y4WA	-	138	3	0	-	0	0%	1,919	40	4	19,089	4,772	0.2%	1,465	52	5	10,755	2,151	0.3%	↑31.0%	↓23.1%	↓20.0%	↑77.5%	↑121.9%	↓0.1pp
WM	FCW12D4WA	-	56	2	0	-	0	0%	1,015	30	5	16,750	3,350	0.5%	856	52	10	38,333	3,833	1.2%	↑18.6%	↓42.3%	↓50.0%	↓56.3%	↓12.6%	↓0.7pp
WM	FMW10Y4WA	-	151	2	1	3,251	3,251	0.7%	1,456	44	5	14,409	2,882	0.3%	1,186	74	3	492	164	0.3%	↑22.8%	↓40.5%	↑66.7%	↑2828.7%	↑1657.2%	0.0pp
WM	RH10V9AV4W	-	14	1	0	-	0	0%	584	13	2	11,666	5,833	0.3%	102	13	0	-	0	0%	↑472.5%	0%	-	-	-	↑0.3pp
WM	FN23WQH	-	44	1	0	-	0	0%	1,026	18	1	10,999	10,999	0.1%	945	50	1	9,899	9,899	0.1%	↑8.6%	↓64.0%	0%	↑11.1%	↑11.1%	0.0pp
WM	FW12X4WC2+DH12X4WC2	-	20	1	0	-	0	0%	535	23	1	10,719	10,719	0.2%	392	24	0	-	0	0%	↑36.5%	↓4.2%	-	-	-	↑0.2pp
WM	FH12X9BCA	-	26	1	0	-	0	0%	618	15	2	10,549	5,274	0.3%	368	16	0	-	0	0%	↑67.9%	↓6.2%	-	-	-	↑0.3pp
WM	FH12X9WCA	-	73	1	0	-	0	0%	1,438	41	1	9,999	9,999	0.1%	538	29	3	20,748	6,916	0.6%	↑167.3%	↑41.4%	↓66.7%	↓51.8%	↑44.6%	↓0.5pp
WM	S3IF	-	39	2	0	-	0	0%	989	47	1	9,307	9,307	0.1%	1,066	49	4	37,181	9,295	0.4%	↓7.2%	↓4.1%	↓75.0%	↓75.0%	↑0.1%	↓0.3pp
WM	FW12X4SC2	-	13	1	0	-	0	0%	543	7	2	8,530	4,265	0.4%	263	6	0	-	0	0%	↑106.5%	↑16.7%	-	-	-	↑0.4pp
WM	DH12X4WC2	-	30	2	0	-	0	0%	722	19	1	6,943	6,943	0.1%	197	9	1	6,969	6,969	0.5%	↑266.5%	↑111.1%	0%	↓0.4%	↓0.4%	↓0.4pp
WM	RH10V3MVTW	-	33	2	0	-	0	0%	725	10	1	5,098	5,098	0.1%	681	11	0	-	0	0%	↑6.5%	↓9.1%	-	-	-	↑0.1pp
WM	RH10V9PV2WR	-	19	1	0	-	0	0%	893	19	1	4,844	4,844	0.1%	347	23	4	22,109	5,527	1.2%	↑157.3%	↓17.4%	↓75.0%	↓78.1%	↓12.4%	↓1.1pp
WM	FW12X4WC2	-	15	0	0	-	0	0%	658	9	1	4,737	4,737	0.2%	736	13	3	10,309	3,436	0.4%	↓10.6%	↓30.8%	↓66.7%	↓54.0%	↑37.9%	↓0.2pp
WM	FY10EK2E	-	10	0	0	-	0	0%	321	8	1	4,172	4,172	0.3%	282	16	0	-	0	0%	↑13.8%	↓50.0%	-	-	-	↑0.3pp
WM	FCW12Y4PA	-	15	2	0	-	0	0%	265	14	2	4,047	2,024	0.8%	349	20	4	11,616	2,904	1.1%	↓24.1%	↓30.0%	↓50.0%	↓65.2%	↓30.3%	↓0.3pp
WM	FCV13G4W	-	72	2	0	-	0	0%	1,699	36	1	3,674	3,674	0.1%	502	39	1	4,164	4,164	0.2%	↑238.4%	↓7.7%	0%	↓11.8%	↓11.8%	↓0.1pp
WM	FA12CA2C	-	15	0	0	-	0	0%	431	11	4	3,657	914	0.9%	805	35	4	22,616	5,654	0.5%	↓46.5%	↓68.6%	0%	↓83.8%	↓83.8%	↑0.4pp
WM	FMY10Y4PF+RH10V3PV8WS	-	112	4	0	-	0	0%	2,146	64	0	201	0	0%	3,122	130	1	6,599	6,599	0.0%	↓31.3%	↓50.8%	↓100.0%	↓97.0%	↓100.0%	0.0pp
Ref	F664MEH95D	-	42	5	0	-	0	0%	980	34	7	98,303	14,043	0.7%	573	33	4	50,384	12,596	0.7%	↑71.0%	↑3.0%	↑75.0%	↑95.1%	↑11.5%	0.0pp
Ref	F544MMB95D	-	209	9	1	12,931	12,931	0.5%	5,665	131	6	60,901	10,150	0.1%	3,900	68	6	60,889	10,148	0.2%	↑45.3%	↑92.6%	0%	0%	0%	↓0.1pp
Ref	S653MWW87D	-	49	5	1	11,753	11,753	2.0%	1,665	47	4	41,732	10,433	0.2%	3,521	135	3	29,494	9,831	0.1%	↓52.7%	↓65.2%	↑33.3%	↑41.5%	↑6.1%	↑0.1pp
Ref	F544MEH62D	-	197	9	1	7,498	7,498	0.5%	9,695	250	7	35,556	5,079	0.1%	7,681	263	8	49,157	6,145	0.1%	↑26.2%	↓4.9%	↓12.5%	↓27.7%	↓17.3%	0.0pp
Ref	F544MEP62D	-	48	5	0	-	0	0%	1,263	53	4	26,178	6,544	0.3%	2,023	77	4	27,632	6,908	0.2%	↓37.6%	↓31.2%	0%	↓5.3%	↓5.3%	↑0.1pp
Ref	S674MEG11D	-	133	4	0	-	0	0%	1,948	62	5	14,832	2,966	0.3%	3,692	166	10	40,172	4,017	0.3%	↓47.2%	↓62.7%	↓50.0%	↓63.1%	↓26.2%	0.0pp
Ref	S674MPY11D	-	147	5	0	-	0	0%	1,496	43	4	5,178	1,294	0.3%	2,050	102	13	46,366	3,567	0.6%	↓27.0%	↓57.8%	↓69.2%	↓88.8%	↓63.7%	↓0.3pp
TV	OLED77C6PCA	-	331	13	0	-	0	0%	6,234	140	5	77,950	15,590	0.1%	1,534	53	6	98,805	16,468	0.4%	↑306.4%	↑164.2%	↓16.7%	↓21.1%	↓5.3%	↓0.3pp
TV	OLED77G6PCA	-	49	3	0	-	0	0%	1,142	35	2	71,498	35,749	0.2%	1,440	70	-1	-36,499	0	-0.1%	↓20.7%	↓50.0%	↓300.0%	↓295.9%	-	↑0.3pp
TV	75QNED85BCA	-	121	5	0	-	0	0%	2,970	58	9	64,876	7,208	0.3%	2,224	83	0	34	0	0%	↑33.5%	↓30.1%	-	↑190711.8%	-	↑0.3pp
TV	75QNED82BCA	O	173	6	0	8	0	0%	4,296	114	11	59,649	5,423	0.3%	4,206	134	8	39,946	4,993	0.2%	↑2.1%	↓14.9%	↑37.5%	↑49.3%	↑8.6%	↑0.1pp
TV	OLED55G6PCA	-	227	3	0	-	0	0%	6,322	132	6	53,980	8,997	0.1%	2,436	73	10	107,960	10,796	0.4%	↑159.5%	↑80.8%	↓40.0%	↓50.0%	↓16.7%	↓0.3pp
TV	OLED48C6PCA	-	248	6	0	-	0	0%	5,703	124	7	39,819	5,688	0.1%	3,050	82	3	19,892	6,631	0.1%	↑87.0%	↑51.2%	↑133.3%	↑100.2%	↓14.2%	0.0pp
TV	OLED65B6PCA	-	153	1	0	-	0	0%	2,865	58	5	39,491	7,898	0.2%	393	12	4	43,476	10,869	1.0%	↑629.0%	↑383.3%	↑25.0%	↓9.2%	↓27.3%	↓0.8pp
TV	100QNED85BC	-	13	0	0	-	0	0%	242	11	2	38,948	19,474	0.8%	229	4	0	-	0	0%	↑5.7%	↑175.0%	-	-	-	↑0.8pp
TV	65QNED82BCA	O	698	11	0	-	0	0%	13,908	246	13	35,968	2,767	0.1%	12,240	312	17	66,250	3,897	0.1%	↑13.6%	↓21.2%	↓23.5%	↓45.7%	↓29.0%	0.0pp
TV	OLED77B6PCA	-	132	6	0	-	0	0%	2,115	39	2	28,998	14,499	0.1%	470	13	1	15,999	15,999	0.2%	↑350.0%	↑200.0%	↑100.0%	↑81.2%	↓9.4%	↓0.1pp
TV	OLED83C6PCA	-	67	3	0	-	0	0%	1,609	43	1	28,499	28,499	0.1%	1,593	59	2	56,998	28,499	0.1%	↑1.0%	↓27.1%	↓50.0%	↓50.0%	0%	0.0pp
TV	86QNED85BCA	-	68	4	0	-	0	0%	1,635	40	4	28,282	7,070	0.2%	1,528	74	2	17,242	8,621	0.1%	↑7.0%	↓45.9%	↑100.0%	↑64.0%	↓18.0%	↑0.1pp
TV	OLED42C6PCA	-	108	7	1	6,099	6,099	0.9%	1,964	56	3	18,297	6,099	0.2%	2,845	111	1	6,123	6,123	0.0%	↓31.0%	↓49.5%	↑200.0%	↑198.8%	↓0.4%	↑0.2pp
TV	OLED65G6PCA	-	78	3	0	-	0	0%	2,240	60	1	18,169	18,169	0.0%	1,454	59	1	-265	-265	0.1%	↑54.1%	↑1.7%	0%	↓6956.2%	↓6956.2%	↓0.1pp
TV	OLED48B6PCA	-	112	2	0	-	0	0%	1,705	35	3	17,997	5,999	0.2%	796	10	0	-	0	0%	↑114.2%	↑250.0%	-	-	-	↑0.2pp
TV	75MRGB86BCA	-	39	1	0	-	0	0%	1,373	25	2	17,005	8,502	0.1%	704	28	1	8,506	8,506	0.1%	↑95.0%	↓10.7%	↑100.0%	↑99.9%	0%	0.0pp
TV	85QNED82BCA	O	115	2	0	-	0	0%	4,868	93	2	16,016	8,008	0.0%	4,751	157	2	15,998	7,999	0.0%	↑2.5%	↓40.8%	0%	↑0.1%	↑0.1%	0.0pp
TV	OLED65C6PCA	-	108	5	0	-	0	0%	2,776	55	1	13,499	13,499	0.0%	3,024	73	1	13,999	13,999	0.0%	↓8.2%	↓24.7%	0%	↓3.6%	↓3.6%	0.0pp
TV	65MRGB86BCA	-	117	3	0	-	0	0%	3,064	66	1	5,604	5,604	0.0%	1,387	22	2	12,752	6,376	0.1%	↑120.9%	↑200.0%	↓50.0%	↓56.1%	↓12.1%	↓0.1pp
TV	OLED55B5XCA	-	0	0	0	-	0	0%	83	6	2	4,557	2,278	2.4%	10	0	0	-	0	0%	↑730.0%	-	-	-	-	↑2.4pp
TV	OLED55C6PCA	-	142	5	1	7,909	7,909	0.7%	2,639	76	0	5	0	0%	2,275	81	7	47,276	6,754	0.3%	↑16.0%	↓6.2%	↓100.0%	↓100.0%	↓100.0%	↓0.3pp
MNT	27UP850K-W	-	184	8	2	3,798	1,899	1.1%	2,071	130	30	58,370	1,946	1.4%	208	13	0	-	0	0%	↑895.7%	↑900.0%	-	-	-	↑1.4pp
MNT	52G930B-B	-	32	2	0	-	0	0%	850	24	3	43,572	14,524	0.4%	863	41	-1	-14,999	0	-0.1%	↓1.5%	↓41.5%	↓400.0%	↓390.5%	-	↑0.5pp
MNT	39GX950B-B	-	51	1	0	-	0	0%	1,257	38	3	37,997	12,666	0.2%	1,355	70	10	122,990	12,299	0.7%	↓7.2%	↓45.7%	↓70.0%	↓69.1%	↑3.0%	↓0.5pp
MNT	27G850A-B	-	133	10	1	3,089	3,089	0.8%	1,382	70	12	37,478	3,123	0.9%	683	28	0	475	0	0%	↑102.3%	↑150.0%	-	↑7790.1%	-	↑0.9pp
MNT	32GX870B-B	-	229	6	-1	-8,289	0	-0.4%	3,474	66	4	32,266	8,066	0.1%	1,532	60	3	25,072	8,357	0.2%	↑126.8%	↑10.0%	↑33.3%	↑28.7%	↓3.5%	↓0.1pp
MNT	25G590B-B	-	396	3	0	-	0	0%	4,921	69	4	31,966	7,992	0.1%	10	0	0	-	0	0%	↑49110.0%	-	-	-	-	↑0.1pp
MNT	27G64NA-B	-	63	4	0	-	0	0%	1,819	80	14	19,586	1,399	0.8%	971	40	0	-	0	0%	↑87.3%	↑100.0%	-	-	-	↑0.8pp
MNT	32GX850A-B	O	42	0	0	-	0	0%	1,729	37	4	19,366	4,842	0.2%	4,189	186	6	29,994	4,999	0.1%	↓58.7%	↓80.1%	↓33.3%	↓35.4%	↓3.2%	↑0.1pp
MNT	PU615U	O	17	1	0	-	0	0%	288	6	1	6,789	6,789	0.3%	322	5	2	13,998	6,999	0.6%	↓10.6%	↑20.0%	↓50.0%	↓51.5%	↓3.0%	↓0.3pp
MNT	27GX700A-B	-	37	0	0	-	0	0%	1,073	25	1	3,299	3,299	0.1%	603	22	5	18,035	3,607	0.8%	↑77.9%	↑13.6%	↓80.0%	↓81.7%	↓8.5%	↓0.7pp
MNT	32UQ850V-W	-	9	0	0	-	0	0%	324	6	1	3,099	3,099	0.3%	134	7	1	3,134	3,134	0.7%	↑141.8%	↓14.3%	0%	↓1.1%	↓1.1%	↓0.4pp
MNT	32GS94U-B	-	23	0	0	-	0	0%	522	8	1	3,039	3,039	0.2%	62	4	0	-	0	0%	↑741.9%	↑100.0%	-	-	-	↑0.2pp
MNT	24G411B-B	-	21	0	2	1,248	624	9.5%	581	7	4	2,513	628	0.7%	999	40	6	3,861	644	0.6%	↓41.8%	↓82.5%	↓33.3%	↓34.9%	↓2.4%	↑0.1pp
MNT	27G810A-B	-	33	3	0	-	0	0%	649	7	1	2,299	2,299	0.2%	350	24	0	-	0	0%	↑85.4%	↓70.8%	-	-	-	↑0.2pp
MNT	27GX704A-B	-	3	0	0	-	0	0%	295	4	1	2,184	2,184	0.3%	98	6	3	7,122	2,374	3.1%	↑201.0%	↓33.3%	↓66.7%	↓69.3%	↓8.0%	↓2.8pp
MNT	32G620B-B	-	3	0	0	-	0	0%	293	-1	1	1,804	1,804	0.3%	72	2	0	-	0	0%	↑306.9%	↓150.0%	-	-	-	↑0.3pp
MNT	34U601B-B	-	0	0	0	-	0	0%	31	3	1	1,699	1,699	3.2%	126	2	1	1,599	1,599	0.8%	↓75.4%	↑50.0%	0%	↑6.3%	↑6.3%	↑2.4pp
PC	16Z90U-K.ALB7C	-	13	0	0	-	0	0%	326	0	1	14,999	14,999	0.3%	188	0	0	-	0	0%	↑73.4%	-	-	-	-	↑0.3pp
A/P	AS60GHWZ0	O	34	2	0	-	0	0%	1,852	32	2	3,398	1,699	0.1%	2,609	12	1	1,699	1,699	0.0%	↓29.0%	↑166.7%	↑100.0%	↑100.0%	0%	↑0.1pp

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 (08/01-08/19) vs 前月同期 (07/01-07/19) · Unit: K RMB / 단위: K RMB

Product	Model	Aug MTD Aug 1 - Aug 198월 1일~8월 19일 누계			Jul. MTD Jul. 1 - Jul. 197월 1일~7월 19일 누계			vs Jul. Same Period Jul. 1 - Jul. 197월 1일~7월 19일 대비
Product	Model	LG.COM	JD	TM	LG.COM	JD	TM	LG.COM	JD	TM
W/M	S3CW	390	-	-	-	-	-	NEW	-	-
	FCY10R4M	2	152	9	2	134	6	↓12.5%	↑13.2%	↑50.0%
	SC5GMR80H	-	139	-	17	40	-	-	↑246.7%	-
	FCY10Y4M	-	101	8	-	74	15	-	↑37.4%	↓44.7%
	FCY10Y4M+RH10V3MVTW	-	51	-	-	13	23	-	↑296.1%	-
	SC5MBR80H	-	38	-	17	38	-	-	↑0.3%	-
	FCV13G4W+RH10V9AV4W	-	36	-	-	-	-	-	NEW	-
	SC5MSR40	-	33	-	-	-	18	-	NEW	-
	FCY90N2W	-	31	-	-	98	2	-	↓68.6%	-
	FCY90M2P	-	31	-	-	48	3	-	↓35.8%	-
REF	F664MEH95D	50	48	-	50	-	-	0.0%	NEW	-
	F544MMB95D	48	13	-	48	13	-	0.0%	0.0%	-
	S653MWW87D	-	42	-	-	30	-	-	↑41.4%	-
	F544MEH62D	13	30	-	20	30	-	↓33.2%	↑1.7%	-
	F544MEP62D	26	-	-	20	8	-	↑33.7%	-	-
	S674MEG11D	-	15	-	-	40	-	-	↓63.2%	-
	S674MPY11D	-	5	-	4	42	-	-	↓87.7%	-
	F544MEH85D	-	-	-	-	27	-	-	-	-
	F554GBBV3B	-	-	-	-	-	-	-	-	-
	F554GTWB7B	-	-	-	-	-	-	-	-	-
LTV	OLED77C6PCA	-	78	-	-	99	-	-	↓21.1%	-
	OLED77G6PCA	-	72	-	-	-	-	-	NEW	-
	75QNED85BCA	13	52	-	-	-	-	NEW	NEW	-
	75QNED82BCA	5	48	6	10	30	-	↓49.5%	↑61.6%	NEW
	OLED55G6PCA	-	54	-	-	108	-	-	↓50.0%	-
	OLED48C6PCA	-	40	-	-	20	-	-	↑100.0%	-
	OLED65B6PCA	-	40	-	-	44	-	-	↓9.2%	-
	100QNED85BC	39	-	-	-	-	-	NEW	-	-
	65QNED82BCA	4	31	1	-	54	12	NEW	↓41.9%	↓93.4%
	OLED77B6PCA	-	29	-	-	16	-	-	↑81.2%	-
MNT	27UP850K-W	8	51	-	-	-	-	NEW	NEW	-
	52G930B-B	14	29	-	-	-	-	NEW	NEW	-
	39GX950B-B	12	26	-	45	78	-	↓72.7%	↓67.2%	-
	27G850A-B	3	35	-	0	-	-	↑460.0%	NEW	-
	32GX870B-B	8	24	-	25	-	-	↓68.9%	NEW	-
	25G590B-B	-	24	8	-	-	-	-	NEW	NEW
	27G64NA-B	-	20	-	-	-	-	-	NEW	-
	32GX850A-B	-	19	-	-	30	-	-	↓35.3%	-
	PU615U	-	7	-	-	14	-	-	↓51.4%	-
	27GX700A-B	-	3	-	11	7	-	-	↓54.8%	-
PC	16Z90U-K.ALB7C	-	15	-	-	-	-	-	NEW	-
	14Z90S-G.AL55C	-	-	-	-	-	-	-	-	-
	16Z90TP-G.AL87C	-	-	-	-	-	-	-	-	-
	16Z90TR-E.AL88C	-	-	-	-	-	-	-	-	-
	16Z90U-G.AL87C	-	-	-	-	-	-	-	-	-
	16Z90U-G.AL88C	-	-	-	-	-	-	-	-	-
	16Z90U-K.ALB9C	-	-	-	14	-	-	-	-	-
	17Z90U-G.AL87C	-	-	-	-	-	-	-	-	-
	17Z90U-G.AL88C	-	-	-	-	-	-	-	-	-
	16Z90U-K.ALB8C	-	-	-	-	-	-	-	-	-
A/P	AS60GHWZ0	-	3	-	-	2	-	-	↑100.0%	-

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.【8月整体达成：MTD 371.2K USD、达成率 60.8%】截至8/19，MTD累计 GMV 371.2 K USD，月度目标达成率 60.8%，较时间进度 61.3% 落后 0.5pp；环比上月同期 +15.8%，整体维持增长。今日单日 GMV 9.4 K USD（JD 11.1K、TM -1.7K、LG.COM 0）。全月目标 610 K USD，剩余 11 天需再完成 238.8 K USD。建议：以 JD（占比 73.3%）为达成主力守住节奏，LG.COM 已达成 74.6% 可适度转向毛利经营。

2.【LG.COM 洗衣机已超月目标，建议转毛利经营】LG.COM 洗衣机 MTD 59.4 K USD，环比上月同期 +313.8%，进度已达 101.6%，为唯一突破月目标的子品类。该渠道整体达成 74.6%，跑赢大盘。建议：LG.COM 在量已达标后，将资源从冲量转向 高 ASP 型号与套装组合，优先提升 Ref（ASP 1,353 USD）与 TV（ASP 1,312 USD）的转化，拉升整体毛利率。

3.【MNT 集中度陷阱：头部增、中长尾塌】显示器（MNT）呈典型头部集中、中长尾塌缩：TOP10 型号 GMV +14.0 K USD，但品类总量仅 -0.6 K USD，中长尾型号合计 -14.6 K USD。头部增长掩盖了品类整体收缩，单点依赖风险显著。建议：补充长尾型号供给、做套餐组合与搜索词覆盖，降低对少数头部的依赖，避免头部一旦断货或促销结束即出现品类断崖。

4.【单日单型号集中：LG.COM S3CW 占当日 97.6%】2026-08-10，LG.COM 平台洗衣机型号 S3CW 单日售出 71 台、GMV 57,596 USD，占该平台当日 GMV 的 97.6%（ASP 811 USD）。单型号贡献接近全天销量，单点依赖风险极高：一旦该型号断货、促销结束或流量回落，当日业绩将大幅波动。建议：核查 S3CW 库存与活动周期，同步拉升 FCY10R4M、SC5GMR80H 等次主力型号，分散单日销售集中度。

5.【洗衣机（WM）高增长引擎，需补转化洼地】洗衣机（WM）是本月最强增长引擎：MTD 186.9 K USD，环比上月同期 +44.5%，进度 78.8%，D2C 渠道 ASP 升至 556 USD。但转化分布不均——S3GHM（UV 9,736、CVR 0.0%）、SC5MBR80H（UV 4,587、CVR 0.0%）流量可观却零转化。建议：针对高 UV 低转化型号优化详情页与价格策略，把流量转化为实销，巩固 WM 的达成贡献。

6.【冰箱（Ref）环比回落，需排查 listing 与库存】冰箱（Ref）环比上月同期 -27.9%，MTD 41.7 K USD，进度 57.8%，落后大盘。各渠道普遍下滑：D2C -27.9%、JD -29.7%、LG.COM -21.5%，且 ASP 偏高（D2C 1,127 USD）致 CVR 仅 0.13%。建议：排查高 ASP 型号的 listing 质量、库存与价格竞争力，考虑以套装或分期降低决策门槛，避免 Ref 拖累整体达成。

7.【流量效率：GMV 增速领先 UV，CVR 微降】整体流量效率稳健：TTL UV 环比上月同期 +13.5%，GMV +15.8%，GMV 增速领先 UV，转化效率整体向好。但整体 CVR 0.24% 较上月同期 0.25% 微降 0.01pp。高 ASP 品类转化偏弱——TV CVR 0.10%、Ref 0.13%。建议：重点优化 TV/Ref 详情页与客单价策略，把增量流量更高效地转化为订单。

8.【PC 品类全平台停摆，需重启供给】PC 品类在 D2C、LG.COM、JD、TM 全平台 MTD GMV 均为 0 K USD（上月同期 2.1 K），环比 -99.5%，进度仅 0.2%，属全平台停摆。高 ASP 型号 16Z90U 虽有 15 K RMB 成交但渠道覆盖断裂。建议：立即核查 PC 在个平台的在售状态、上架与库存，重启核心型号供给，避免该品类整月零贡献。

1.[8월 전체 달성: MTD 371.2K USD, 달성률 60.8%] 8/19 기준 MTD 누적 GMV 371.2K USD, 월 목표 달성률 60.8%, 경과율 61.3% 대비 0.5pp 미달. 전월 동기 대비 +15.8% 성장 유지. 당일 GMV 9.4K USD(JD 11.1K, TM -1.7K, LG.COM 0). 월 목표 610K USD로 잔여 11일간 238.8K USD 추가 필요. 제언: JD(비중 73.3%)를 달성 주력으로 유지, LG.COM은 74.6% 달성으로 마진 중심 운영 전환 검토.

2.[LG.COM 세탁기 월 목표 초과, 마진 중심 운영 전환 권장] LG.COM 세탁기 MTD 59.4K USD, 전월 동기 대비 +313.8%, 진도율 101.6%로 목표를 초과 달성한 유일한 서브카테고리. 채널 전체 달성률 74.6%로 시장 평균 상회. 제언: LG.COM은 물량 달성 후 리소스를 확대보다 고ASP 모델·세트 구성으로 전환, Ref(ASP 1,353 USD)·TV(ASP 1,312 USD) 전환 제고로 전체 마진율 개선.

3.[MNT 집중도 함정: 상위 증가·중하위 붕괴] 모니터(MNT)는 전형적 상위 집중·중하위 붕괴 패턴: TOP10 모델 GMV +14.0K USD 하나 카테고리 총량은 -0.6K USD, 중하위 모델 합계 -14.6K USD. 상위 성장이 카테고리 전체 축소를 은폐, 단일 모델 의존 리스크 큼. 제언: 중하위 모델 공급 보강, 세트 구성·검색어 커버리지 확대로 소수 상위 의존 완화, 상위 품절·프로모 종료 시 카테고리 급락 방지.

4.[당일 단일 모델 집중: LG.COM S3CW 당일 97.6% 점유] 2026-08-10, LG.COM 세탁기 모델 S3CW 당일 71대 판매, GMV 57,596 USD로 해당 플랫폼 당일 GMV 97.6% 점유(ASP 811 USD). 단일 모델이 하루 매출을 견인, 단일 모델 의존 리스크 매우 높음: 품절·프로모 종료·트래픽 하락 시 당일 실적 급변. 제언: S3CW 재고 및 행사 주기 점검, FCY10R4M·SC5GMR80H 등 차주력 모델 동반 육성으로 당일 집중도 분산.

5.[세탁기(WM) 고성장 동력, 전환 부진 모델 보완 필요] 세탁기(WM)는 금월 최강 성장 동력: MTD 186.9K USD, 전월 동기 대비 +44.5%, 진도율 78.8%, D2C ASP 556 USD로 상승. 단 전환 분포 불균형—S3GHM(UV 9,736·CVR 0.0%), SC5MBR80H(UV 4,587·CVR 0.0%)는 트래픽 우수하나 전환 제로. 제언: 고UV·저전환 모델 상세페이지·가격 전략 최적화로 실판매 전환 유도, WM 달성 기여 공고화.

6.[냉장고(Ref) 전월 대비 하락, 리스팅·재고 점검 필요] 냉장고(Ref) 전월 동기 대비 -27.9%, MTD 41.7K USD, 진도율 57.8%로 시장 평균 하회. 채널별 하락: D2C -27.9%, JD -29.7%, LG.COM -21.5%, 고ASP(D2C 1,127 USD)로 CVR 0.13% 저조. 제언: 고ASP 모델 리스팅 품질·재고·가격 경쟁력 점검, 세트·할부로 의사결정 장벽 완화, Ref의 전체 달성 저해 방지.

7.[트래픽 효율: GMV 증가율이 UV 상회, CVR 미세 하락] 전체 트래픽 효율 안정적: TTL UV 전월 동기 대비 +13.5%, GMV +15.8%로 GMV 증가율이 UV 상회, 전환 효율 양호. 단 전체 CVR 0.24%가 전월 0.25% 대비 0.01pp 미세 하락. 고ASP 카테고리 전환 부진—TV CVR 0.10%, Ref 0.13%. 제언: TV·Ref 상세페이지·객단가 전략 집중 개선, 증가 트래픽을 주문으로 효율 전환.

8.[PC 카테고리 전 플랫폼 중단, 공급 재개 필요] PC 카테고리는 D2C·LG.COM·JD·TM 전 플랫폼 MTD GMV 0K USD(전월 동기 2.1K), 전월 대비 -99.5%, 진도율 0.2%로 전 플랫폼 중단. 고ASP 모델 16Z90U는 15K RMB 거래나 채널 커버리지 단절. 제언: 각 플랫폼 PC 판매 상태·상품 등록·재고 즉시 점검, 핵심 모델 공급 재개로 카테고리 제로 기여 방지.