SEiF W16 Weekly Report - Full Product Dashboard

W16 Shipments (ea)

405

Units Shipped

TV 62 △42% | WM 288 △23% | REF 30 77%↑ | DEH 25

vs Y25△18%

W16 출하 (Am) (K)

2,110K

Shipment Amount (RMB K)

TV 576K △22% | WM 1,175K △21% | REF 283K 44%↑ | DEH 76K

vs Y25△13%

W16 GMV

3,541K

Gross Merchandise Value (RMB K)

TV 1,211K 39%↑ | WM 1,848K △3% | REF 372K 40%↑ | DEH 109K

vs Y2517%↑

W16 UV (K)

182K

Unique Visitors (K)

TV 102K 104%↑ | WM 60K 3%↑ | REF 16K 34%↑ | DEH 3K

vs Y2551%↑

W16 CVR

0.34%

Conversion Rate

TV 0.13% △49% | WM 0.67% △17% | REF 0.24% 26%↑ | DEH 1.15%

YoY Gap△35%

W16 ASP

5,730

Average Selling Price (RMB)

TV 9,107 +32.9% | WM 4,507 +12.2% | REF 9,548 -17.2% | DEH 3,039

vs Y2518%↑

📊 4.1~4.19 월별 누적 실적 (Cumulating)

월별 누적 진행중.

4.1~4.19 출하 (ea)

1,482

Units Cumulative

TV 443 95%↑ | WM 909 9%↓ | REF 60 43%↑ | DEH 70 0%↑

vs Y25: +17%↑

4.1~4.19 출하 (Am)

8,730K

Shipment Amount (RMB K)

TV 4,437K 155%↑ | WM 3,486K 7%↓ | REF 596K 24%↑ | DEH 212K 0%↑

vs Y25: +47%↑

4.1~4.19 GMV

12,966K

Gross Merchandise Value (RMB K)

TV 5,660K 201%↑ | WM 6,155K 43%↑ | REF 863K 58%↑ | DEH 287K 0%↑

vs Y25: +92%↑

4.1~4.19 UV

462K

Unique Visitors (K)

TV 236K 75%↑ | WM 171K 13%↑ | REF 46K 51%↑ | DEH 9K 0%↑

vs Y25: +45%↑

4.1~4.19 CVR

0.47%

Conversion Rate

TV 0.24% 33%↑ | WM 0.82% 16%↑ | REF 0.19% 19%↑ | DEH 1.08% 0%↑

vs Y25: +8%↑

4.1~4.19 ASP

5,920

Average Selling Price (RMB)

TV 9,913 29%↑ | WM 4,284 8%↑ | REF 9,924 13%↓ | DEH 3,026 0%↑

vs Y25: +21%↑

📺

Television (TV) 4.13~4.19

Series / Model	Q1												기함점 실적 주별
	1월			2월			3월			Q1 TTL			출하 (ea)			출하 (Am) (K)			GMV (Am) K				UV (Unit : K)			CVR			ASP
	Y25	Y26	G/R	Y25	Y26	G/R	Y25	Y26	G/R	Y25	Y26	G/R	Y25	Y26	G/R	Y25	Y26	G/R	Y25	Y26	G/R	vs 출하율	Y25	Y26	G/R	Y25	Y26	Gap	Y25	Y26	G/R
TV premium OLED	3	147	+4800.0%	0	248	+0.0%	39	225	+476.9%	42	620	+1376.2%	-1	17	-1800.0%	0	220	+0.0%	0	401	+0.0%	54.84%	4	45	+1039.2%	0.00%	0.07%	+0.0%	0	12,934	+0.0%
OLED evo	452	147	-67.5%	310	312	+0.6%	340	546	+60.6%	1,102	1,005	-8.8%	103	41	-60.2%	692	320	-53.7%	812	718	-11.6%	44.57%	41	50	+22.9%	0.30%	0.18%	-38.8%	6,714	7,806	+16.3%
OLED	12	11	-8.3%	-1	10	-1100.0%	2	14	+600.0%	13	35	+169.2%	0	3	+0.0%	0	30	+0.0%	12	80	+590.0%	37.50%	1	3	+122.1%	0.07%	0.27%	+260.3%	11,546	9,959	-13.7%
MRGB	0	0	+0.0%	0	0	+0.0%	0	0	+0.0%	0	0	+0.0%	0	0	+0.0%	0	0	+0.0%	0	0	+0.0%	0.00%	0	0	+0.0%	0.00%	0.00%	+0.0%	0	0	+0.0%
QNED evo	0	12	+0.0%	0	38	+0.0%	2	11	+450.0%	2	61	+2950.0%	4	1	-75.0%	34	6	-81.8%	34	12	-63.6%	50.00%	4	4	+15.7%	0.11%	0.05%	-56.8%	8,510	6,190	-27.3%
Others	0	0	+0.0%	0	0	+0.0%	0	0	+0.0%	0	0	+0.0%	0	0	+0.0%	0	0	+0.0%	0	0	+0.0%	0.00%	0	0	-100.0%	0.00%	0.00%	+0.0%	0	0	+0.0%
TV TTL	540	315	-41.7%	327	608	+85.9%	392	797	+103.3%	1,259	1,720	+36.6%	107	62	-42.1%	738	576	-22.0%	870	1211	+39.1%	47.56%	50	102	+104.2%	0.25%	0.13%	-49.1%	6,854	9,107	+32.9%

🧺

Washing Machine (WM) 4.13~4.19

Series / Model	Q1												기함점 실적 주별
	1월			2월			3월			Q1 TTL			출하 (ea)			출하 (Am) (K)			GMV (Am) K				UV (Unit : K)			CVR			ASP
	Y25	Y26	G/R	Y25	Y26	G/R	Y25	Y26	G/R	Y25	Y26	G/R	Y25	Y26	G/R	Y25	Y26	G/R	Y25	Y26	G/R	vs 출하율	Y25	Y26	G/R	Y25	Y26	Gap	Y25	Y26	G/R
Washer	981	367	-62.6%	937	751	-19.9%	1,289	1,048	-18.7%	3,207	2,166	-32.5%	190	164	-13.7%	672	520	-22.7%	810	593	-26.8%	87.70%	32	30	-6.4%	0.72%	0.63%	-13.7%	3,538	3,170	-10.4%
Washer Dryer	446	152	-65.9%	473	244	-48.4%	649	396	-39.0%	1,568	792	-49.5%	98	67	-31.6%	350	251	-28.4%	397	198	-50.0%	126.42%	11	7	-37.6%	0.99%	0.77%	-21.4%	3,573	3,742	+4.7%
WashTower	2	6	+200.0%	4	18	+350.0%	7	21	+200.0%	13	45	+246.2%	0	6	+0.0%	0	61	+0.0%	0	225	+0.0%	27.27%	1	4	+384.5%	0.00%	0.56%	+0.0%	0	10,208	+0.0%
Styler	30	13	-56.7%	30	35	+16.7%	46	50	+8.7%	106	98	-7.5%	9	12	+33.3%	161	169	+4.9%	161	183	+13.6%	92.31%	2	4	+50.6%	0.38%	0.36%	-4.1%	17,905	14,082	-21.4%
Dryer	92	49	-46.7%	170	99	-41.8%	171	111	-35.1%	433	259	-40.2%	45	21	-53.3%	16	-3	-121.6%	25	-11	-144.9%	30.88%	2	2	-5.0%	3.85%	3.82%	-0.9%	355	-164	-146.3%
WM Set	0	0	+0.0%	0	0	+0.0%	0	0	+0.0%	0	0	+0.0%	30	18	-40.0%	285	177	-37.7%	503	661	+31.3%	26.87%	11	15	+34.8%	0.48%	0.44%	-8.7%	9,492	9,858	+3.9%
Others	0	0	+0.0%	0	0	+0.0%	0	0	+0.0%	0	0	+0.0%	0	0	+0.0%	0	0	+0.0%	0	0	+0.0%	0.00%	0	0	-100.0%	0.00%	0.00%	+0.0%	0	0	+0.0%
WM TTL	1551	587	-62.2%	1,614	1,147	-28.9%	2,162	1,626	-24.8%	5,327	3,360	-36.9%	372	288	-22.6%	1485	1175	-20.9%	1896	1848	-2.5%	63.57%	58	60	+3.2%	0.80%	0.67%	-16.6%	4,017	4,507	+12.2%

🧊

Refrigerator (REF) 4.13~4.19

Series / Model	Q1												기함점 실적 주별
	1월			2월			3월			Q1 TTL			출하 (ea)			출하 (Am) (K)			GMV (Am) K				UV (Unit : K)			CVR			ASP
	Y25	Y26	G/R	Y25	Y26	G/R	Y25	Y26	G/R	Y25	Y26	G/R	Y25	Y26	G/R	Y25	Y26	G/R	Y25	Y26	G/R	vs 출하율	Y25	Y26	G/R	Y25	Y26	Gap	Y25	Y26	G/R
REF F/D	25	2	-92.0%	24	12	-50.0%	26	22	-15.4%	75	36	-52.0%	4	14	+250.0%	44	145	+227.6%	66	217	+227.6%	66.67%	4	8	+122.4%	0.16%	0.25%	+57.3%	11,048	10,340	-6.4%
SxS	55	12	-78.2%	53	33	-37.7%	44	9	-79.5%	152	54	-64.5%	13	15	+15.4%	152	128	-15.6%	199	145	-26.9%	88.24%	8	8	-8.2%	0.20%	0.22%	+9.0%	11,702	8,558	-26.9%
B/F	0	-1	+0.0%	0	0	+0.0%	0	0	+0.0%	0	-1	+0.0%	0	1	+0.0%	0	10	+0.0%	0	10	+0.0%	100.00%	0	0	+632.6%	0.00%	0.30%	+0.0%	0	9,717	+0.0%
L&F	0	0	+0.0%	0	0	+0.0%	0	0	+0.0%	0	0	+0.0%	0	0	+0.0%	0	0	+0.0%	0	0	+0.0%	0.00%	0	0	+0.0%	0.00%	0.00%	+0.0%	0	0	+0.0%
Set REF	0	0	+0.0%	0	0	+0.0%	0	0	+0.0%	0	0	+0.0%	0	0	+0.0%	0	0	+0.0%	0	0	+0.0%	0.00%	0	0	-75.0%	0.00%	0.00%	+0.0%	0	0	+0.0%
Others	0	0	+0.0%	0	0	+0.0%	0	0	+0.0%	0	0	+0.0%	0	0	+0.0%	0	0	+0.0%	0	0	+0.0%	0.00%	0	0	-100.0%	0.00%	0.00%	+0.0%	0	0	+0.0%
REF TTL	80	13	-83.8%	77	45	-41.6%	70	31	-55.7%	227	89	-60.8%	17	30	+76.5%	196	283	+44.1%	265	372	+40.4%	75.96%	12	16	+34.3%	0.19%	0.24%	+26.3%	11,531	9,548	-17.2%

💨

Dehumidifier (DEH) 4.13~4.19

Series / Model	Q1												기함점 실적 주별
	1월			2월			3월			Q1 TTL			출하 (ea)			출하 (Am) (K)			GMV (Am) K				UV (Unit : K)			CVR			ASP
	Y25	Y26	G/R	Y25	Y26	G/R	Y25	Y26	G/R	Y25	Y26	G/R	Y25	Y26	G/R	Y25	Y26	G/R	Y25	Y26	G/R	vs 출하율	Y25	Y26	G/R	Y25	Y26	Gap	Y25	Y26	G/R
DEH DEH TTL	0	0	+0.0%	0	0	+0.0%	0	36	+0.0%	0	36	+0.0%	0	25	+0.0%	0	76	+0.0%	0	109	+0.0%	69.44%	0	3	+0.0%	0.00%	1.15%	+0.0%	0	3,039	+0.0%

💡

W16 매출 개선 제안

⚠️ 긴급：TV 전환율 급락 49.1%

TV UV 2배 증가 (+104.2%)였지만 전환율은 급감。핵심문제：트래픽은 들어왔지만 구매로 이어지지 않았다.

제안：① 1-2대 저가 리드机型 출시 (55형 2999元)；② 타임세일/即时特卖 활성화；③ 페이지 로딩속도/메인이미지 확인

🔧 중점：WM 트래픽 정체 +3.2%

WM 출하량 占总量 71%，但 UV 仅微增，CVR 也在跌。

제안：① WM 신상품 출시/예약 이벤트 기획；② 외부 유입 확대（틱톡/샤오홍슈）；③ 세탁건조 패키지 주력, 객단가 향상

🚀 기회：REF/DEH 고성장 지속

REF GMV +40.4%、CVR +26.3%；DEH虽新但CVR达1.15%表现亮眼。

제안：① REF 인기 모델 재고 보충；② DEH 후기 평점 관리重点；③ "여름 주방 시원함" 냉장고+제습기 패키지

📊 전략：ASP 상승은 양날의 검

TV ASP +39.1%，带动 GMV 增长但牺牲了转化率。

제안：① 프리미엄 모델(OLED) 고가 유지；② 중급 모델 적절히 할인放量；③ SKU 구조 최적화, 고저가 조합

🎯 本周优先级/주간 우선순위