📊 非医HIS端2026年1-5月 商品销售报表分析报告
数据周期：2026年1月1日 — 2026年5月8日 ｜ 生成时间：2026-05-11 08:36
一、数据口径说明（HIS端）
| 指标名称 | 定义 |
|---|
| 有效订单 | "订单单号"去重 |
| GMV | "数量"×"单价" |
| 实收金额 | "优惠后总金额" |
| 优惠总额 | ("数量"×"单价")-"优惠后总金额" |
| 分销佣金 | "提成金额总和" |
| 总补贴成本 | 优惠+ 佣金 |
| 营销补贴率 | 优惠÷GMV |
| 佣金补贴率 | 佣金÷GMV |
| 总客户数 | "顾客姓名"去重 |
| 平均客单价 | GMV÷总客户数 |
| 复购率 | 复购客户÷总客户 |
| 门店 | "仓库"字段 |
二、数据过滤结果
| 步骤 | 行数 | 说明 |
|---|
| 原始数据 | 23,582 | 全部数据 |
| 剔除退费 | 23,056 | 只保留"收费" |
三、核心指标概览
总补贴成本
¥106.7万
优惠 ¥78.5万 + 佣金 ¥28.2万
总补贴率
29.07%
营销21.39% + 佣金7.68%
| 指标 | 数值 |
|---|
| 营销补贴率（优惠/GMV） | 21.39% |
| 佣金补贴率（佣金/GMV） | 7.68% |
| 总补贴率 | 29.07% |
| 复购客户数 | 2238 人 |
| 总商品数 | 186 个 |
| 总门店数 | 58 个 |
📌 核心指标洞察：
• 整体GMV 367.0万，实收率 78.6%，每笔订单实收 125 元
• 总补贴率 29.1%，其中佣金补贴占 7.7 个百分点，63 个商品补贴率超 30%
• 复购率 19.2%，11683 个客户中仅 2238 人复购，客户黏性有较大提升空间
四、月度趋势
| 月份 | 订单数 | 订单数环比 | GMV | GMV环比 | 实收金额 | 营销补贴率 | 佣金补贴率 | 总补贴率 | 客单价 | 客户数 |
| 2026-05 | 893 | -76.8% | ¥205,424 | -78.4% | ¥161,278 | 21.49% | 7.65% | 29.14% | ¥242 | 850 |
| 2026-04 | 3,847 | -7.5% | ¥948,880 | -8.6% | ¥743,434 | 21.65% | 7.68% | 29.33% | ¥273 | 3481 |
| 2026-03 | 4,157 | +68.2% | ¥1,037,773 | +70.5% | ¥816,151 | 21.36% | 7.67% | 29.03% | ¥279 | 3723 |
| 2026-02 | 2,472 | -30.4% | ¥608,565 | -30.0% | ¥479,426 | 21.22% | 7.63% | 28.85% | ¥274 | 2223 |
| 2026-01 | 3,554 | — | ¥869,659 | — | ¥685,077 | 21.22% | 7.74% | 28.97% | ¥276 | 3152 |
📈 最新月份涨跌结论（2026-05 vs 2026-04）：
• GMV ¥205,424，↓ -78.4%（上期 ¥948,880）— 订单量下滑是主要拖累
• 量价拆解：订单量贡献-98%，客单价贡献-2%
• 订单数 893 笔（↓ -76.8%），客单价 ¥230（-17）
• 商品归因：伏莲牌硒多种维生素胶囊贡献最大（+¥1,050）；爱唯爱智DHA藻油软胶囊拖累最大（-¥64,130）
📌 月度趋势洞察：
• 2026-03是峰值月（GMV ¥1,037,773），2026-02总补贴率最低，效率最高
• 2026-04总补贴率最高，需关注补贴效率
五、自然周趋势（含周环比）
| 自然周 | 订单数 | 订单数环比 | GMV | GMV环比 | 实收金额 | 营销补贴率 | 佣金补贴率 | 总补贴率 | 客单价 | 客户数 |
| W19（2026-05-04-2026-05-10） | 735 | +1.4% | ¥182,532 | +5.7% | ¥143,083 | 21.61% | 7.63% | 29.24% | ¥261 | 699 |
| W18（2026-04-27-2026-05-03） | 725 | -20.2% | ¥172,760 | -25.1% | ¥135,340 | 21.66% | 7.78% | 29.44% | ¥253 | 683 |
| W17（2026-04-20-2026-04-26） | 908 | -3.6% | ¥230,646 | +3.6% | ¥180,036 | 21.94% | 7.62% | 29.56% | ¥267 | 863 |
| W16（2026-04-13-2026-04-19） | 942 | +3.3% | ¥222,572 | +5.3% | ¥174,593 | 21.56% | 7.71% | 29.26% | ¥246 | 906 |
| W15（2026-04-06-2026-04-12） | 912 | +17.7% | ¥211,383 | +3.6% | ¥165,520 | 21.70% | 7.64% | 29.34% | ¥244 | 866 |
| W14（2026-03-30-2026-04-05） | 775 | -22.1% | ¥204,034 | -15.3% | ¥160,358 | 21.41% | 7.62% | 29.02% | ¥274 | 746 |
| W13（2026-03-23-2026-03-29） | 995 | -2.9% | ¥240,817 | -4.3% | ¥189,205 | 21.43% | 7.67% | 29.10% | ¥257 | 938 |
| W12（2026-03-16-2026-03-22） | 1025 | +5.2% | ¥251,552 | +0.2% | ¥198,238 | 21.19% | 7.65% | 28.85% | ¥259 | 972 |
| W11（2026-03-09-2026-03-15） | 974 | +17.8% | ¥251,128 | +19.5% | ¥197,019 | 21.55% | 7.61% | 29.15% | ¥274 | 917 |
| W10（2026-03-02-2026-03-08） | 827 | -0.6% | ¥210,153 | -10.2% | ¥165,373 | 21.31% | 7.73% | 29.04% | ¥272 | 774 |
| W09（2026-02-23-2026-03-01） | 832 | +560.3% | ¥234,091 | +1188.6% | ¥183,212 | 21.73% | 7.66% | 29.40% | ¥300 | 780 |
| W08（2026-02-16-2026-02-22） | 126 | -83.5% | ¥18,167 | -89.8% | ¥15,214 | 16.25% | 7.80% | 24.05% | ¥147 | 124 |
| W07（2026-02-09-2026-02-15） | 762 | +2.0% | ¥177,696 | -0.7% | ¥140,238 | 21.08% | 7.62% | 28.70% | ¥250 | 711 |
| W06（2026-02-02-2026-02-08） | 747 | -7.9% | ¥179,002 | -13.2% | ¥141,358 | 21.03% | 7.67% | 28.70% | ¥258 | 695 |
| W05（2026-01-26-2026-02-01） | 811 | -7.7% | ¥206,135 | -2.7% | ¥162,924 | 20.96% | 7.78% | 28.74% | ¥271 | 762 |
| W04（2026-01-19-2026-01-25） | 879 | -1.5% | ¥211,769 | -1.3% | ¥168,141 | 20.60% | 7.80% | 28.40% | ¥261 | 812 |
| W03（2026-01-12-2026-01-18） | 892 | +8.1% | ¥214,621 | +6.7% | ¥169,053 | 21.23% | 7.68% | 28.92% | ¥260 | 825 |
| W02（2026-01-05-2026-01-11） | 825 | +257.1% | ¥201,143 | +301.5% | ¥157,160 | 21.87% | 7.69% | 29.56% | ¥261 | 771 |
| W01（2026-01-01-2026-01-04） | 231 | — | ¥50,099 | — | ¥39,300 | 21.55% | 7.88% | 29.44% | ¥226 | 222 |
📈 最新周涨跌结论（W19（2026-05-04-2026-05-10） vs W18（2026-04-27-2026-05-03））：
• 订单数 735 笔，↑ +1.4%（上期 725 笔）— 订单有所回升
• GMV ¥182,532，↑ +5.7%（上期 ¥172,760）— GMV 有所回升
• 实收 ¥143,083，↑ +5.7%（上期 ¥135,340）
• 客单价 ¥248（上期 ¥238，+10）— 客单价提升明显
六、自然日趋势（含日环比）
| 日期 | 订单数 | 订单数环比 | GMV | GMV环比 | 实收金额 | 营销补贴率 | 佣金补贴率 | 总补贴率 | 客单价 | 客户数 |
| 2026-05-10 | 78 | -22.8% | ¥14,385 | -48.5% | ¥11,699 | 18.67% | 8.08% | 26.75% | ¥189 | 76 |
| 2026-05-09 | 101 | -10.6% | ¥27,950 | -11.7% | ¥21,730 | 22.25% | 7.56% | 29.82% | ¥285 | 98 |
| 2026-05-08 | 113 | -23.1% | ¥31,645 | -19.0% | ¥24,712 | 21.91% | 7.54% | 29.45% | ¥293 | 108 |
| 2026-05-07 | 147 | +0.0% | ¥39,051 | +8.0% | ¥30,263 | 22.50% | 7.51% | 30.01% | ¥279 | 140 |
| 2026-05-06 | 147 | +51.5% | ¥36,166 | +51.9% | ¥28,344 | 21.63% | 7.65% | 29.28% | ¥253 | 143 |
| 2026-05-05 | 97 | +86.5% | ¥23,810 | +149.9% | ¥18,784 | 21.11% | 7.70% | 28.81% | ¥251 | 95 |
| 2026-05-04 | 52 | +48.6% | ¥9,526 | +94.2% | ¥7,550 | 20.74% | 7.69% | 28.44% | ¥198 | 48 |
| 2026-05-03 | 35 | -41.7% | ¥4,904 | -37.4% | ¥3,898 | 20.52% | 7.63% | 28.16% | ¥140 | 35 |
| 2026-05-02 | 60 | -4.8% | ¥7,840 | -22.7% | ¥6,370 | 18.75% | 7.82% | 26.57% | ¥138 | 57 |
| 2026-05-01 | 63 | -60.1% | ¥10,147 | -72.7% | ¥7,928 | 21.87% | 7.79% | 29.66% | ¥161 | 63 |
| 2026-04-30 | 158 | +17.0% | ¥37,213 | -6.7% | ¥28,911 | 22.31% | 7.41% | 29.72% | ¥258 | 144 |
| 2026-04-29 | 135 | -12.3% | ¥39,899 | -9.3% | ¥31,020 | 22.25% | 7.35% | 29.61% | ¥312 | 128 |
| 2026-04-28 | 154 | +28.3% | ¥44,014 | +53.1% | ¥34,142 | 22.43% | 7.43% | 29.86% | ¥297 | 148 |
| 2026-04-27 | 120 | +31.9% | ¥28,743 | +52.3% | ¥23,073 | 19.73% | 9.44% | 29.16% | ¥250 | 115 |
| 2026-04-26 | 91 | -38.5% | ¥18,876 | -53.7% | ¥15,234 | 19.29% | 7.60% | 26.89% | ¥210 | 90 |
| 2026-04-25 | 148 | +38.3% | ¥40,727 | +60.4% | ¥31,438 | 22.81% | 7.49% | 30.30% | ¥289 | 141 |
| 2026-04-24 | 107 | -24.6% | ¥25,388 | -28.0% | ¥19,979 | 21.31% | 7.64% | 28.95% | ¥249 | 102 |
| 2026-04-23 | 142 | -2.1% | ¥35,248 | -2.1% | ¥27,490 | 22.01% | 7.76% | 29.77% | ¥254 | 139 |
| 2026-04-22 | 145 | +9.0% | ¥36,022 | -3.0% | ¥27,963 | 22.37% | 7.34% | 29.72% | ¥254 | 142 |
| 2026-04-21 | 133 | -6.3% | ¥37,135 | -0.3% | ¥28,690 | 22.74% | 7.49% | 30.23% | ¥292 | 127 |
| 2026-04-20 | 142 | +75.3% | ¥37,250 | +147.7% | ¥29,242 | 21.50% | 8.04% | 29.54% | ¥282 | 132 |
| 2026-04-19 | 81 | -39.6% | ¥15,041 | -58.8% | ¥11,731 | 22.01% | 7.65% | 29.65% | ¥190 | 79 |
| 2026-04-18 | 134 | +15.5% | ¥36,506 | +54.9% | ¥28,394 | 22.22% | 7.59% | 29.81% | ¥290 | 126 |
| 2026-04-17 | 116 | -22.7% | ¥23,561 | -36.4% | ¥18,695 | 20.65% | 7.64% | 28.29% | ¥209 | 113 |
| 2026-04-16 | 150 | +2.7% | ¥37,072 | +12.2% | ¥29,097 | 21.51% | 7.82% | 29.33% | ¥257 | 144 |
| 2026-04-15 | 146 | -4.6% | ¥33,035 | -6.6% | ¥25,941 | 21.47% | 7.43% | 28.91% | ¥234 | 141 |
| 2026-04-14 | 153 | -5.6% | ¥35,382 | -15.7% | ¥27,840 | 21.32% | 7.67% | 28.99% | ¥237 | 149 |
| 2026-04-13 | 162 | +38.5% | ¥41,976 | +93.4% | ¥32,894 | 21.64% | 8.01% | 29.65% | ¥262 | 160 |
| 2026-04-12 | 117 | -28.7% | ¥21,709 | -50.0% | ¥17,458 | 19.58% | 8.01% | 27.60% | ¥187 | 116 |
| 2026-04-11 | 164 | +46.4% | ¥43,428 | +75.9% | ¥33,831 | 22.10% | 7.60% | 29.70% | ¥277 | 157 |
| 2026-04-10 | 112 | -18.2% | ¥24,693 | -24.9% | ¥19,328 | 21.73% | 7.55% | 29.27% | ¥224 | 110 |
| 2026-04-09 | 137 | -4.9% | ¥32,868 | -8.3% | ¥25,403 | 22.71% | 7.41% | 30.13% | ¥251 | 131 |
| 2026-04-08 | 144 | -17.2% | ¥35,846 | -9.9% | ¥27,876 | 22.23% | 7.49% | 29.72% | ¥256 | 140 |
| 2026-04-07 | 174 | +171.9% | ¥39,766 | +204.2% | ¥31,283 | 21.33% | 7.86% | 29.19% | ¥242 | 164 |
| 2026-04-06 | 64 | -3.0% | ¥13,072 | +22.5% | ¥10,340 | 20.90% | 7.69% | 28.59% | ¥211 | 62 |
| 2026-04-05 | 66 | -4.3% | ¥10,674 | -43.6% | ¥8,640 | 19.05% | 7.85% | 26.90% | ¥162 | 66 |
| 2026-04-04 | 69 | -40.5% | ¥18,921 | -43.0% | ¥16,050 | 15.17% | 8.35% | 23.52% | ¥282 | 67 |
| 2026-04-03 | 116 | -2.5% | ¥33,178 | -1.6% | ¥25,755 | 22.37% | 7.49% | 29.86% | ¥296 | 112 |
| 2026-04-02 | 119 | -19.6% | ¥33,725 | -11.0% | ¥26,082 | 22.66% | 7.48% | 30.14% | ¥293 | 115 |
| 2026-04-01 | 148 | +23.3% | ¥37,912 | +23.7% | ¥29,613 | 21.89% | 7.59% | 29.48% | ¥267 | 142 |
| 2026-03-31 | 120 | -12.4% | ¥30,647 | -21.4% | ¥24,124 | 21.28% | 7.67% | 28.95% | ¥260 | 118 |
| 2026-03-30 | 137 | +34.3% | ¥38,978 | +127.1% | ¥30,093 | 22.79% | 7.42% | 30.21% | ¥293 | 133 |
| 2026-03-29 | 102 | -41.0% | ¥17,165 | -60.4% | ¥13,828 | 19.44% | 8.10% | 27.55% | ¥177 | 97 |
| 2026-03-28 | 173 | +43.0% | ¥43,300 | +65.5% | ¥33,982 | 21.52% | 7.48% | 29.00% | ¥267 | 162 |
| 2026-03-27 | 121 | -11.0% | ¥26,165 | -31.9% | ¥20,912 | 20.08% | 8.40% | 28.48% | ¥226 | 116 |
| 2026-03-26 | 136 | -4.9% | ¥38,403 | +1.6% | ¥29,816 | 22.36% | 7.55% | 29.91% | ¥293 | 131 |
| 2026-03-25 | 143 | +5.9% | ¥37,812 | +17.6% | ¥29,505 | 21.97% | 7.53% | 29.50% | ¥280 | 135 |
| 2026-03-24 | 135 | -27.0% | ¥32,159 | -29.8% | ¥24,980 | 22.32% | 7.60% | 29.92% | ¥247 | 130 |
| 2026-03-23 | 185 | +98.9% | ¥45,813 | +178.1% | ¥36,181 | 21.02% | 7.54% | 28.56% | ¥250 | 183 |
| 2026-03-22 | 93 | -42.6% | ¥16,476 | -61.6% | ¥13,542 | 17.81% | 7.74% | 25.55% | ¥183 | 90 |
| 2026-03-21 | 162 | +38.5% | ¥42,899 | +83.9% | ¥33,432 | 22.07% | 7.54% | 29.61% | ¥279 | 154 |
| 2026-03-20 | 117 | -15.8% | ¥23,333 | -29.0% | ¥18,811 | 19.38% | 8.04% | 27.42% | ¥205 | 114 |
| 2026-03-19 | 139 | -14.2% | ¥32,842 | -21.4% | ¥26,054 | 20.67% | 7.71% | 28.37% | ¥245 | 134 |
| 2026-03-18 | 162 | -1.2% | ¥41,790 | -4.9% | ¥32,415 | 22.43% | 7.48% | 29.91% | ¥273 | 153 |
| 2026-03-17 | 164 | -12.8% | ¥43,925 | -12.6% | ¥34,598 | 21.23% | 7.76% | 29.00% | ¥273 | 161 |
| 2026-03-16 | 188 | +82.5% | ¥50,286 | +167.1% | ¥39,385 | 21.68% | 7.55% | 29.23% | ¥281 | 179 |
| 2026-03-15 | 103 | -39.4% | ¥18,824 | -56.8% | ¥15,001 | 20.31% | 7.82% | 28.12% | ¥186 | 101 |
| 2026-03-14 | 170 | +46.6% | ¥43,588 | +61.0% | ¥34,211 | 21.51% | 7.55% | 29.06% | ¥271 | 161 |
| 2026-03-13 | 116 | -26.1% | ¥27,075 | -40.8% | ¥21,075 | 22.16% | 7.51% | 29.67% | ¥248 | 109 |
| 2026-03-12 | 157 | +9.8% | ¥45,760 | +21.2% | ¥35,755 | 21.86% | 7.54% | 29.41% | ¥303 | 151 |
| 2026-03-11 | 143 | +10.0% | ¥37,741 | +5.1% | ¥29,944 | 20.66% | 7.79% | 28.45% | ¥275 | 137 |
| 2026-03-10 | 130 | -16.1% | ¥35,912 | -15.0% | ¥27,956 | 22.15% | 7.57% | 29.72% | ¥285 | 126 |
| 2026-03-09 | 155 | +80.2% | ¥42,229 | +172.0% | ¥33,076 | 21.67% | 7.57% | 29.25% | ¥287 | 147 |
| 2026-03-08 | 86 | -46.2% | ¥15,524 | -58.9% | ¥12,327 | 20.59% | 7.88% | 28.48% | ¥183 | 85 |
| 2026-03-07 | 160 | +58.4% | ¥37,783 | +72.8% | ¥30,042 | 20.49% | 7.66% | 28.15% | ¥244 | 155 |
| 2026-03-06 | 101 | -27.3% | ¥21,866 | -43.3% | ¥17,450 | 20.20% | 8.52% | 28.72% | ¥233 | 94 |
| 2026-03-05 | 139 | +16.8% | ¥38,586 | +8.9% | ¥30,294 | 21.49% | 7.65% | 29.14% | ¥299 | 129 |
| 2026-03-04 | 119 | +11.2% | ¥35,441 | +7.2% | ¥27,361 | 22.80% | 7.46% | 30.26% | ¥308 | 115 |
| 2026-03-03 | 107 | -7.0% | ¥33,068 | +18.6% | ¥25,853 | 21.82% | 7.61% | 29.43% | ¥327 | 101 |
| 2026-03-02 | 115 | +45.6% | ¥27,884 | +92.3% | ¥22,046 | 20.94% | 7.71% | 28.64% | ¥253 | 110 |
| 2026-03-01 | 79 | -31.9% | ¥14,498 | -57.9% | ¥12,098 | 16.56% | 8.89% | 25.45% | ¥186 | 78 |
| 2026-02-28 | 116 | -3.3% | ¥34,460 | -0.7% | ¥26,795 | 22.24% | 7.47% | 29.71% | ¥325 | 106 |
| 2026-02-27 | 120 | -26.8% | ¥34,699 | -24.8% | ¥27,093 | 21.92% | 7.79% | 29.71% | ¥297 | 117 |
| 2026-02-26 | 164 | +5.8% | ¥46,121 | -4.8% | ¥35,852 | 22.26% | 7.47% | 29.73% | ¥303 | 152 |
| 2026-02-25 | 155 | +27.0% | ¥48,456 | +20.1% | ¥37,766 | 22.06% | 7.42% | 29.48% | ¥323 | 150 |
| 2026-02-24 | 122 | +60.5% | ¥40,359 | +160.4% | ¥31,362 | 22.29% | 7.74% | 30.04% | ¥351 | 115 |
| 2026-02-23 | 76 | +111.1% | ¥15,498 | +189.1% | ¥12,247 | 20.98% | 7.80% | 28.78% | ¥209 | 74 |
| 2026-02-22 | 36 | +56.5% | ¥5,360 | +49.0% | ¥4,442 | 17.13% | 8.62% | 25.75% | ¥149 | 36 |
| 2026-02-21 | 23 | -37.8% | ¥3,597 | -25.0% | ¥3,159 | 12.17% | 7.85% | 20.02% | ¥163 | 22 |
| 2026-02-20 | 37 | +362.5% | ¥4,794 | +163.4% | ¥3,979 | 17.00% | 7.25% | 24.25% | ¥130 | 37 |
| 2026-02-19 | 8 | +33.3% | ¥1,820 | +132.7% | ¥1,478 | 18.81% | 7.38% | 26.20% | ¥228 | 8 |
| 2026-02-18 | 6 | +20.0% | ¥782 | +86.2% | ¥644 | 17.71% | 7.19% | 24.90% | ¥130 | 6 |
| 2026-02-17 | 5 | -54.5% | ¥420 | -69.9% | ¥357 | 15.00% | 6.90% | 21.90% | ¥84 | 5 |
| 2026-02-16 | 11 | -71.1% | ¥1,394 | -79.5% | ¥1,156 | 17.04% | 7.59% | 24.63% | ¥127 | 11 |
| 2026-02-15 | 38 | -57.3% | ¥6,794 | -61.7% | ¥5,460 | 19.64% | 7.71% | 27.35% | ¥184 | 37 |
| 2026-02-14 | 89 | -17.6% | ¥17,758 | -33.4% | ¥14,177 | 20.16% | 7.76% | 27.92% | ¥217 | 82 |
| 2026-02-13 | 108 | -21.2% | ¥26,666 | -18.1% | ¥20,799 | 22.00% | 7.62% | 29.62% | ¥252 | 106 |
| 2026-02-12 | 137 | +2.2% | ¥32,549 | -1.4% | ¥25,687 | 21.08% | 7.59% | 28.67% | ¥250 | 130 |
| 2026-02-11 | 134 | +21.8% | ¥32,997 | +17.5% | ¥25,699 | 22.12% | 7.49% | 29.61% | ¥266 | 124 |
| 2026-02-10 | 110 | -24.7% | ¥28,085 | -14.5% | ¥22,364 | 20.37% | 7.62% | 27.99% | ¥258 | 109 |
| 2026-02-09 | 146 | +117.9% | ¥32,846 | +149.0% | ¥26,051 | 20.69% | 7.69% | 28.38% | ¥240 | 137 |
| 2026-02-08 | 67 | -41.7% | ¥13,193 | -56.6% | ¥10,500 | 20.41% | 7.64% | 28.05% | ¥203 | 65 |
| 2026-02-07 | 115 | +30.7% | ¥30,405 | +46.8% | ¥23,640 | 22.25% | 7.57% | 29.82% | ¥284 | 107 |
| 2026-02-06 | 88 | -20.7% | ¥20,707 | -21.4% | ¥16,756 | 19.08% | 7.70% | 26.78% | ¥249 | 83 |
| 2026-02-05 | 111 | -6.7% | ¥26,334 | -6.6% | ¥20,873 | 20.74% | 7.70% | 28.44% | ¥251 | 105 |
| 2026-02-04 | 119 | +1.7% | ¥28,209 | -7.9% | ¥22,289 | 20.99% | 7.66% | 28.65% | ¥245 | 115 |
| 2026-02-03 | 117 | -10.0% | ¥30,624 | +3.7% | ¥24,025 | 21.55% | 7.58% | 29.12% | ¥281 | 109 |
| 2026-02-02 | 130 | +54.8% | ¥29,528 | +109.3% | ¥23,275 | 21.18% | 7.88% | 29.06% | ¥231 | 128 |
| 2026-02-01 | 84 | -45.8% | ¥14,108 | -68.3% | ¥11,501 | 18.48% | 7.90% | 26.39% | ¥170 | 83 |
| 2026-01-31 | 155 | +109.5% | ¥44,444 | +186.8% | ¥35,142 | 20.93% | 7.93% | 28.86% | ¥302 | 147 |
| 2026-01-30 | 74 | -44.4% | ¥15,496 | -56.9% | ¥12,302 | 20.61% | 7.61% | 28.22% | ¥231 | 67 |
| 2026-01-29 | 133 | +8.1% | ¥35,966 | +36.2% | ¥28,054 | 22.00% | 7.60% | 29.60% | ¥281 | 128 |
| 2026-01-28 | 123 | +13.9% | ¥26,411 | -10.8% | ¥20,959 | 20.64% | 7.82% | 28.47% | ¥220 | 120 |
| 2026-01-27 | 108 | -19.4% | ¥29,603 | -26.2% | ¥23,819 | 19.54% | 8.15% | 27.69% | ¥282 | 105 |
| 2026-01-26 | 134 | +47.3% | ¥40,107 | +184.4% | ¥31,147 | 22.34% | 7.48% | 29.82% | ¥326 | 123 |
| 2026-01-25 | 91 | -44.8% | ¥14,103 | -64.0% | ¥12,108 | 14.14% | 10.62% | 24.77% | ¥158 | 89 |
| 2026-01-24 | 165 | +57.1% | ¥39,210 | +58.5% | ¥30,984 | 20.98% | 7.58% | 28.56% | ¥244 | 161 |
| 2026-01-23 | 105 | -30.5% | ¥24,733 | -41.9% | ¥19,728 | 20.24% | 7.64% | 27.87% | ¥252 | 98 |
| 2026-01-22 | 151 | +28.0% | ¥42,558 | +39.5% | ¥33,499 | 21.29% | 7.62% | 28.91% | ¥300 | 142 |
| 2026-01-21 | 118 | +4.4% | ¥30,501 | +3.5% | ¥24,078 | 21.06% | 7.54% | 28.59% | ¥277 | 110 |
| 2026-01-20 | 113 | -16.9% | ¥29,476 | -5.5% | ¥23,343 | 20.81% | 7.74% | 28.54% | ¥275 | 107 |
| 2026-01-19 | 136 | +70.0% | ¥31,189 | +122.0% | ¥24,401 | 21.76% | 7.47% | 29.24% | ¥242 | 129 |
| 2026-01-18 | 80 | -47.0% | ¥14,049 | -64.0% | ¥11,191 | 20.35% | 7.89% | 28.24% | ¥180 | 78 |
| 2026-01-17 | 151 | +57.3% | ¥39,037 | +67.7% | ¥30,081 | 22.94% | 7.44% | 30.38% | ¥271 | 144 |
| 2026-01-16 | 96 | -26.2% | ¥23,278 | -29.6% | ¥18,445 | 20.76% | 7.75% | 28.51% | ¥259 | 90 |
| 2026-01-15 | 130 | -0.8% | ¥33,078 | +10.2% | ¥26,257 | 20.62% | 7.91% | 28.54% | ¥258 | 128 |
| 2026-01-14 | 131 | -3.7% | ¥30,022 | -8.1% | ¥23,601 | 21.38% | 7.78% | 29.16% | ¥244 | 123 |
| 2026-01-13 | 136 | -19.0% | ¥32,666 | -23.1% | ¥25,657 | 21.46% | 7.62% | 29.08% | ¥259 | 126 |
| 2026-01-12 | 168 | +73.2% | ¥42,490 | +152.8% | ¥33,820 | 20.40% | 7.61% | 28.01% | ¥269 | 158 |
| 2026-01-11 | 97 | -24.8% | ¥16,805 | -53.5% | ¥13,505 | 19.64% | 8.37% | 28.00% | ¥177 | 95 |
| 2026-01-10 | 129 | +40.2% | ¥36,153 | +93.3% | ¥28,308 | 21.70% | 7.82% | 29.52% | ¥294 | 123 |
| 2026-01-09 | 92 | -22.7% | ¥18,705 | -33.4% | ¥14,626 | 21.81% | 7.94% | 29.75% | ¥220 | 85 |
| 2026-01-08 | 119 | -4.8% | ¥28,087 | -14.8% | ¥22,066 | 21.44% | 7.67% | 29.11% | ¥244 | 115 |
| 2026-01-07 | 125 | +10.6% | ¥32,980 | +16.2% | ¥25,308 | 23.26% | 7.34% | 30.60% | ¥277 | 119 |
| 2026-01-06 | 113 | -24.7% | ¥28,376 | -29.1% | ¥22,211 | 21.73% | 7.60% | 29.33% | ¥281 | 101 |
| 2026-01-05 | 150 | +61.3% | ¥40,037 | +64.4% | ¥31,137 | 22.23% | 7.53% | 29.76% | ¥286 | 140 |
| 2026-01-04 | 93 | +69.1% | ¥24,360 | +199.3% | ¥19,172 | 21.30% | 7.58% | 28.88% | ¥271 | 90 |
| 2026-01-03 | 55 | +27.9% | ¥8,140 | +23.0% | ¥6,387 | 21.54% | 9.13% | 30.67% | ¥151 | 54 |
| 2026-01-02 | 43 | +7.5% | ¥6,618 | -39.7% | ¥5,134 | 22.42% | 7.71% | 30.14% | ¥154 | 43 |
| 2026-01-01 | 40 | — | ¥10,980 | — | ¥8,608 | 21.61% | 7.74% | 29.35% | ¥305 | 36 |
📈 最新日涨跌结论（2026-05-10 vs 2026-05-09）：
• 订单数 78 笔，↓ -22.8%（上期 101 笔）— 订单大幅下滑，需关注
• GMV ¥14,385，↓ -48.5%（上期 ¥27,950）— GMV 大幅下滑，需警惕
• 实收 ¥11,699，↓ -46.2%（上期 ¥21,730）
• 客单价 ¥184（上期 ¥277，-92）— 客单价有所下降
七、商品维度 TOP 50（当年累计）
总商品数：186 个 ｜ TOP 10 占比：41.8% ｜ TOP 20 占比：61.0% ｜ TOP 50 占比：88.1%
| # | 商品名称 | 订单数 | 销量 | GMV | GMV占比 | 营销补贴率 | 佣金补贴率 | 总补贴率 | 毛利率 |
|---|
| 1 | 爱唯爱智DHA藻油软胶囊 | 425 | 533 | ¥282,490 | 7.7% | 24.95% | 7.40% | 32.35% | 54.94% |
| 2 | 倍顿DHA藻油凝胶糖果 | 511 | 545 | ¥271,410 | 7.4% | 25.00% | 7.43% | 32.43% | 45.30% |
| 3 | 贝斯凯DHA藻油 | 409 | 440 | ¥175,120 | 4.8% | 24.94% | 7.31% | 32.25% | 57.38% |
| 4 | 首研医用皮肤修复护理膜 | 1535 | 2156 | ¥146,608 | 4.0% | 13.94% | 7.61% | 21.55% | 58.02% |
| 5 | 贝斯凯蓝莓叶黄素酯饮液 | 459 | 488 | ¥145,424 | 4.0% | 24.95% | 7.39% | 32.34% | 57.27% |
| 6 | 活性叶酸营养素片 | 271 | 560 | ¥110,880 | 3.0% | 24.55% | 7.14% | 31.69% | 60.00% |
| 7 | 贝斯凯C20饮液 | 364 | 392 | ¥105,056 | 2.9% | 25.00% | 7.46% | 32.46% | 56.83% |
| 8 | 敏利停益生菌 | 380 | 838 | ¥100,560 | 2.7% | 24.11% | 7.59% | 31.69% | 65.00% |
| 9 | 柇泰导光凝胶鼻部型 | 1026 | 4964 | ¥99,280 | 2.7% | 0.00% | 7.00% | 7.00% | N/A |
| 10 | 益盟谓宝复合益生菌 | 823 | 1695 | ¥98,310 | 2.7% | 22.92% | 6.44% | 29.36% | 65.00% |
| 11 | 贝德立克益生菌粉固体饮料（蓝盒） | 240 | 445 | ¥88,110 | 2.4% | 22.58% | 7.32% | 29.91% | 60.00% |
| 12 | 澳克罗健DHA藻油（儿童） | 163 | 163 | ¥81,174 | 2.2% | 18.80% | 8.05% | 26.86% | 57.30% |
| 13 | 京儿钙-海藻钙凝胶糖果 | 408 | 817 | ¥80,066 | 2.2% | 24.72% | 6.67% | 31.40% | 58.00% |
| 14 | 益盟宝复合益生菌 | 419 | 728 | ¥69,888 | 1.9% | 19.78% | 7.37% | 27.15% | 65.00% |
| 15 | 爱唯爱钙维生素D咀嚼片 | 273 | 351 | ¥69,498 | 1.9% | 24.72% | 7.21% | 31.93% | 55.33% |
| 16 | 贝斯凯Fe26饮液 | 223 | 248 | ¥66,464 | 1.8% | 24.90% | 7.47% | 32.37% | 57.54% |
| 17 | 澳克罗健C20海藻（钙滴剂） | 233 | 243 | ¥65,124 | 1.8% | 15.62% | 8.18% | 23.80% | 60.00% |
| 18 | 益丽妩妍女性外用复合乳酸菌片 | 244 | 499 | ¥64,870 | 1.8% | 23.75% | 7.46% | 31.21% | 58.00% |
| 19 | 爱唯爱女性抑菌洗液 | 450 | 458 | ¥59,540 | 1.6% | 24.84% | 6.96% | 31.79% | 55.38% |
| 20 | 倍顿妙可高钙 | 196 | 243 | ¥57,834 | 1.6% | 24.79% | 7.24% | 32.04% | 46.40% |
| 21 | 诚长优明叶黄素酯凝胶糖果 | 247 | 460 | ¥54,280 | 1.5% | 22.93% | 7.00% | 29.93% | 58.00% |
| 22 | 贝斯凯乳铁蛋白饮液 | 106 | 107 | ¥53,286 | 1.5% | 25.00% | 7.43% | 32.43% | 58.06% |
| 23 | 贝斯凯阳光复合压片糖果 | 165 | 196 | ¥52,528 | 1.4% | 25.00% | 7.46% | 32.46% | 58.30% |
| 24 | 爱唯爱多种维生素矿物质软胶囊（孕妇乳母） | 183 | 214 | ¥51,360 | 1.4% | 25.00% | 7.50% | 32.50% | 55.18% |
| 25 | 山楂黄精草本膏 | 179 | 299 | ¥50,232 | 1.4% | 22.74% | 7.36% | 30.10% | 76.46% |
| 26 | 儿歌安黄 | 163 | 163 | ¥48,574 | 1.3% | 25.00% | 7.38% | 32.38% | 56.71% |
| 27 | 诺力舒妇用阻菌凝胶 | 280 | 598 | ¥47,840 | 1.3% | 23.58% | 7.64% | 31.22% | 60.00% |
| 28 | 倍顿焦磷酸铁辅食营养素撒剂 | 137 | 183 | ¥43,554 | 1.2% | 24.73% | 7.27% | 32.00% | 47.36% |
| 29 | 希乐维桑葚菠菜红枣压片糖果 | 106 | 127 | ¥43,180 | 1.2% | 25.00% | 7.40% | 32.40% | 57.87% |
| 30 | 贝斯凯Z30饮液 | 145 | 154 | ¥41,272 | 1.1% | 24.51% | 7.51% | 32.02% | 58.26% |
| 31 | 儿歌乳糖酶16000 | 106 | 113 | ¥40,454 | 1.1% | 25.00% | 7.28% | 32.28% | 56.66% |
| 32 | 倍顿复配酶 | 101 | 102 | ¥35,496 | 1.0% | 25.00% | 7.47% | 32.47% | 50.00% |
| 33 | 海加尔F56菠菜饮液（铁） | 120 | 125 | ¥34,750 | 0.9% | 14.88% | 8.30% | 23.18% | 60.00% |
| 34 | 佩奇牌钙维生素D咀嚼片 | 213 | 414 | ¥33,120 | 0.9% | 24.03% | 7.60% | 31.63% | 60.00% |
| 35 | 扶子培元膏 | 124 | 219 | ¥27,922 | 0.8% | 28.17% | 6.02% | 34.18% | 81.36% |
| 36 | 乐口福泰湿疹过敏抗菌皮肤喷剂 | 416 | 572 | ¥27,456 | 0.7% | 13.90% | 7.20% | 21.10% | 60.00% |
| 37 | 苦参本草抑菌洗液 | 403 | 431 | ¥26,722 | 0.7% | 0.00% | 9.68% | 9.68% | 60.02% |
| 38 | 茯湿膏 | 90 | 191 | ¥26,338 | 0.7% | 24.36% | 7.03% | 31.40% | 81.85% |
| 39 | 倍顿复合磷酸钙&柠檬酸钙 | 87 | 103 | ¥24,514 | 0.7% | 25.00% | 7.21% | 32.21% | N/A |
| 40 | 玉竹百合草本膏 | 69 | 117 | ¥23,166 | 0.6% | 18.80% | 7.72% | 26.52% | 87.37% |
| 41 | 健萃乐益生菌滴液饮品 | 139 | 234 | ¥22,932 | 0.6% | 20.30% | 7.11% | 27.41% | 58.00% |
| 42 | 儿童脾胃沐浴包 | 318 | 474 | ¥22,752 | 0.6% | 20.36% | 6.68% | 27.03% | 85.77% |
| 43 | 倍顿水溶性膳食纤维 | 89 | 110 | ¥21,780 | 0.6% | 24.77% | 7.19% | 31.96% | 46.80% |
| 44 | 海加尔复合益生菌饮液 | 65 | 66 | ¥21,648 | 0.6% | 15.00% | 8.24% | 23.24% | 60.00% |
| 45 | 倍顿益生菌粉 | 61 | 62 | ¥21,576 | 0.6% | 25.00% | 7.47% | 32.47% | 49.25% |
| 46 | 睿茗一牌钙维生素D软胶囊 | 215 | 430 | ¥20,640 | 0.6% | 23.95% | 6.39% | 30.34% | N/A |
| 47 | 贝斯凯舒畅复合益生菌饮液 | 56 | 57 | ¥20,406 | 0.6% | 25.00% | 7.27% | 32.27% | N/A |
| 48 | 氯己定专效漱口水 | 812 | 1410 | ¥19,458 | 0.5% | 0.00% | 29.09% | 29.09% | 63.42% |
| 49 | γ-氨基丁酸蓝莓牙片糖果（健倍欣） | 33 | 63 | ¥18,774 | 0.5% | 23.81% | 7.33% | 31.14% | 60.00% |
| 50 | 辅食营养包（小） | 59 | 108 | ¥18,144 | 0.5% | 23.15% | 7.32% | 30.47% | 52.00% |
📌 商品集中度洞察：
• TOP 5 商品贡献 27.8% GMV（¥1,021,052），TOP 10 为 41.8%，集中度较高
• TOP 10 中有 8 个商品补贴率超 25%，头部商品补贴效率需重点关注，毛利率最高的是敏利停益生菌（65.0%）
• 186 个动销商品中，仅前 20 个占大部分销量，尾部大量商品贡献偏弱，可评估长尾清理
八、商品维度 TOP 50（按最新周 GMV，含周环比）
数据周期：W18（最新完整周） ｜ 对比周：W17
| # | 商品名称 | 订单数 | 订单数环比 | GMV | GMV环比 | 营销补贴率 | 佣金补贴率 | 总补贴率 | 毛利率 |
|---|
| 1 | 倍顿DHA藻油凝胶糖果 | 31 | +14.8% | ¥15,936 | +14.3% | 25.00% | 7.43% | 32.43% | 45.30% |
| 2 | 爱唯爱智DHA藻油软胶囊 | 21 | -19.2% | ¥11,660 | -46.3% | 25.00% | 7.37% | 32.37% | 54.94% |
| 3 | 首研医用皮肤修复护理膜 | 86 | -11.3% | ¥8,636 | -14.2% | 16.14% | 7.40% | 23.54% | 58.02% |
| 4 | 贝斯凯DHA藻油 | 20 | -20.0% | ¥7,960 | -23.1% | 25.00% | 7.29% | 32.29% | 57.38% |
| 5 | 贝斯凯蓝莓叶黄素酯饮液 | 24 | -14.3% | ¥7,748 | -13.3% | 25.00% | 7.38% | 32.38% | 57.27% |
| 6 | 敏利停益生菌 | 25 | +0.0% | ¥6,960 | +9.4% | 24.14% | 7.59% | 31.72% | 65.00% |
| 7 | 益盟谓宝复合益生菌 | 48 | +4.3% | ¥6,032 | +4.0% | 23.56% | 6.42% | 29.97% | 65.00% |
| 8 | 倍顿复合磷酸钙&柠檬酸钙 | 15 | +36.4% | ¥4,522 | +72.7% | 25.00% | 7.23% | 32.23% | N/A |
| 9 | 贝斯凯C20饮液 | 16 | -23.8% | ¥4,288 | -23.8% | 25.00% | 7.46% | 32.46% | 56.83% |
| 10 | 活性叶酸营养素片 | 11 | -45.0% | ¥4,158 | -52.3% | 23.81% | 7.19% | 31.00% | 60.00% |
| 11 | 爱唯爱钙维生素D咀嚼片 | 16 | +6.7% | ¥3,762 | -5.0% | 25.00% | 7.15% | 32.15% | 55.33% |
| 12 | 益盟宝复合益生菌 | 25 | -24.2% | ¥3,744 | -37.1% | 17.95% | 7.51% | 25.45% | 65.00% |
| 13 | 儿歌安黄 | 12 | +71.4% | ¥3,576 | +71.4% | 25.00% | 7.38% | 32.38% | 56.71% |
| 14 | 澳克罗健DHA藻油（儿童） | 7 | +250.0% | ¥3,486 | +250.0% | 25.00% | 7.43% | 32.43% | 57.30% |
| 15 | 京儿钙-海藻钙凝胶糖果 | 17 | -45.2% | ¥3,234 | -45.0% | 24.24% | 6.71% | 30.95% | 58.00% |
| 16 | 贝斯凯阳光复合压片糖果 | 10 | +42.9% | ¥3,216 | +33.3% | 25.00% | 7.46% | 32.46% | 58.30% |
| 17 | 贝斯凯Fe26饮液 | 12 | -45.5% | ¥3,216 | -52.0% | 25.00% | 7.46% | 32.46% | 57.54% |
| 18 | 澳克罗健C20海藻（钙滴剂） | 11 | -38.9% | ¥2,948 | -47.6% | 15.00% | 8.21% | 23.21% | 60.00% |
| 19 | 希乐维桑葚菠菜红枣压片糖果 | 8 | +166.7% | ¥2,720 | +166.7% | 25.00% | 7.35% | 32.35% | 57.87% |
| 20 | 爱唯爱多种维生素矿物质软胶囊（孕妇乳母） | 10 | +0.0% | ¥2,640 | +0.0% | 25.00% | 7.50% | 32.50% | 55.18% |
| 21 | 诺力舒妇用阻菌凝胶 | 16 | -11.1% | ¥2,640 | -29.8% | 24.24% | 7.58% | 31.82% | 60.00% |
| 22 | 益丽妩妍女性外用复合乳酸菌片 | 11 | -52.2% | ¥2,600 | -57.4% | 22.50% | 7.58% | 30.08% | 58.00% |
| 23 | 诚长优明叶黄素酯凝胶糖果 | 11 | -21.4% | ¥2,596 | -18.5% | 25.00% | 6.78% | 31.78% | 58.00% |
| 24 | 贝德立克益生菌粉固体饮料（蓝盒） | 6 | -50.0% | ¥2,574 | -40.9% | 23.08% | 7.34% | 30.42% | 60.00% |
| 25 | 爱唯爱女性抑菌洗液 | 19 | -34.5% | ¥2,470 | -34.5% | 25.00% | 6.92% | 31.92% | 55.38% |
| 26 | 柇泰导光凝胶鼻部型 | 23 | -54.0% | ¥2,160 | -63.3% | 0.00% | 7.00% | 7.00% | N/A |
| 27 | 儿歌乳糖酶16000 | 6 | -45.5% | ¥2,148 | -50.0% | 25.00% | 7.26% | 32.26% | 56.66% |
| 28 | 贝斯凯Z30饮液 | 7 | -22.2% | ¥2,144 | -11.1% | 25.00% | 7.46% | 32.46% | 58.26% |
| 29 | 海加尔F56菠菜饮液（铁） | 6 | +50.0% | ¥1,946 | +75.0% | 15.00% | 8.32% | 23.32% | 60.00% |
| 30 | 山楂黄精草本膏 | 7 | -22.2% | ¥1,680 | -23.1% | 20.00% | 7.62% | 27.62% | 76.46% |
| 31 | 健萃乐益生菌滴液饮品 | 11 | +10.0% | ¥1,666 | +0.0% | 17.65% | 7.38% | 25.03% | 58.00% |
| 32 | 德适乐声波电动牙刷礼盒 | 2 | +100.0% | ¥1,596 | +300.0% | 0.00% | 29.95% | 29.95% | 71.43% |
| 33 | 贝斯凯乳铁蛋白饮液 | 3 | +50.0% | ¥1,494 | +50.0% | 25.00% | 7.43% | 32.43% | 58.06% |
| 34 | 儿童脾胃沐浴包 | 18 | -10.0% | ¥1,440 | +3.4% | 18.33% | 6.94% | 25.28% | 85.77% |
| 35 | 倍顿复配酶 | 4 | +300.0% | ¥1,392 | +300.0% | 25.00% | 7.47% | 32.47% | 50.00% |
| 36 | 玉竹百合草本膏 | 4 | -55.6% | ¥1,386 | -50.0% | 21.43% | 7.43% | 28.86% | 87.37% |
| 37 | 佩奇牌钙维生素D咀嚼片 | 8 | -33.3% | ¥1,280 | -36.0% | 25.00% | 7.50% | 32.50% | 60.00% |
| 38 | 乐口福泰湿疹过敏抗菌皮肤喷剂 | 17 | -19.0% | ¥1,200 | -10.7% | 16.00% | 7.00% | 23.00% | 60.00% |
| 39 | γ-氨基丁酸蓝莓牙片糖果（健倍欣） | 2 | +100.0% | ¥1,192 | +100.0% | 25.00% | 7.21% | 32.21% | 60.00% |
| 40 | 倍顿妙可高钙 | 5 | -28.6% | ¥1,190 | -44.4% | 25.00% | 7.14% | 32.14% | 46.40% |
| 41 | 倍顿水溶性膳食纤维 | 5 | +25.0% | ¥1,188 | +50.0% | 25.00% | 7.15% | 32.15% | 46.80% |
| 42 | 苦参本草抑菌洗液 | 14 | -50.0% | ¥930 | -51.6% | 0.00% | 9.68% | 9.68% | 60.02% |
| 43 | 睿茗一牌钙维生素D软胶囊 | 10 | -56.5% | ¥912 | -60.4% | 23.68% | 6.36% | 30.04% | N/A |
| 44 | 美邦钙宝凝胶糖果 | 4 | +0.0% | ¥895 | +0.0% | 0.00% | 9.61% | 9.61% | 60.00% |
| 45 | （新）诺斯清鼻腔护理喷雾器 | 12 | +0.0% | ¥884 | +0.0% | 0.00% | 8.94% | 8.94% | 63.33% |
| 46 | 海加尔C40海藻饮液（钙） | 3 | -50.0% | ¥804 | -50.0% | 15.00% | 8.21% | 23.21% | 60.00% |
| 47 | 德适乐电动冲牙器 | 1 | +0.0% | ¥798 | +100.0% | 0.00% | 29.95% | 29.95% | 71.55% |
| 48 | 扶子培元膏 | 4 | -66.7% | ¥788 | -73.7% | 41.24% | 5.33% | 46.57% | 81.36% |
| 49 | 酸枣仁膏 | 4 | +0.0% | ¥768 | -40.0% | 16.67% | 7.81% | 24.48% | 78.22% |
| 50 | 氯己定专效漱口水 | 40 | -9.1% | ¥745 | -23.9% | 0.00% | 28.99% | 28.99% | 63.42% |
📌 周度商品趋势洞察（W18 vs W17）：
• 16 个商品 GMV 增长，30 个下降，0 个新上榜
• 涨幅最大的是澳克罗健DHA藻油（儿童）（+250%）；跌幅最大的是扶子培元膏（-74%）
• 周度波动反映促销节奏和季节性需求变化，建议对周环比降幅 >50% 的商品做原因排查
九、门店分析
9.1 门店 TOP 20（按 GMV）
| # | 门店 | 订单数 | GMV | 实收金额 | 营销补贴率 | 佣金补贴率 | 总补贴率 | 客单价 | 客户数 |
|---|
| 1 | 正阳路生活馆 | 2033 | ¥605,187 | ¥467,925 | 22.68% | 7.37% | 30.05% | ¥381 | 1590 |
| 2 | 九水路生活馆 | 1509 | ¥474,378 | ¥378,028 | 20.31% | 7.69% | 28.00% | ¥415 | 1144 |
| 3 | 荟城路生活馆 | 1013 | ¥322,151 | ¥245,008 | 23.95% | 7.27% | 31.22% | ¥395 | 816 |
| 4 | 泰城中心 | 1158 | ¥288,054 | ¥228,350 | 20.73% | 7.51% | 28.24% | ¥325 | 887 |
| 5 | 中海中心生活馆 | 920 | ¥247,744 | ¥195,023 | 21.28% | 7.52% | 28.80% | ¥341 | 727 |
| 6 | 崂山妇儿生活馆 | 605 | ¥244,624 | ¥186,076 | 23.93% | 7.34% | 31.28% | ¥496 | 493 |
| 7 | 虎山中心生活馆 | 883 | ¥174,602 | ¥144,458 | 17.26% | 7.44% | 24.70% | ¥241 | 725 |
| 8 | 夏塔路生活馆 | 653 | ¥165,728 | ¥131,938 | 20.39% | 7.87% | 28.26% | ¥298 | 556 |
| 9 | 鼎世华府生活馆 | 709 | ¥160,419 | ¥127,767 | 20.35% | 7.58% | 27.94% | ¥285 | 563 |
| 10 | 黄岛生活馆 | 571 | ¥137,192 | ¥105,674 | 22.97% | 7.41% | 30.39% | ¥299 | 459 |
| 11 | 时代城小区生活馆 | 603 | ¥130,306 | ¥100,242 | 23.07% | 7.47% | 30.54% | ¥251 | 519 |
| 12 | 南京中心生活馆 | 502 | ¥128,225 | ¥101,414 | 20.91% | 8.01% | 28.92% | ¥326 | 393 |
| 13 | 即墨中心生活馆 | 367 | ¥84,268 | ¥65,566 | 22.19% | 7.58% | 29.77% | ¥274 | 307 |
| 14 | 长江路生活馆 | 326 | ¥75,217 | ¥58,731 | 21.92% | 7.61% | 29.53% | ¥279 | 270 |
| 15 | 永定路生活馆 | 203 | ¥64,702 | ¥49,761 | 23.09% | 7.54% | 30.63% | ¥423 | 153 |
| 16 | 明阳路生活馆 | 389 | ¥53,240 | ¥41,604 | 21.85% | 7.02% | 28.88% | ¥157 | 339 |
| 17 | 双山中心生活馆 | 228 | ¥47,029 | ¥37,711 | 19.81% | 7.70% | 27.51% | ¥256 | 184 |
| 18 | 永平路生活馆 | 187 | ¥44,623 | ¥35,020 | 21.52% | 8.34% | 29.86% | ¥304 | 147 |
| 19 | 湖光山色生活馆 | 128 | ¥33,690 | ¥26,238 | 22.12% | 7.45% | 29.57% | ¥330 | 102 |
| 20 | 金华路生活馆 | 185 | ¥24,657 | ¥19,499 | 20.92% | 8.34% | 29.26% | ¥143 | 172 |
📌 门店洞察：
• Top3 门店GMV占比 38.2%
• Top5 门店GMV占比 52.8%
十、客户行为分析
10.1 消费金额分布
| 消费区间 | 客户数 | 占比 | 消费总额 | 人均消费 |
|---|
| <100元 | 3,558 | 30.5% | ¥207,114 | ¥58 |
| 100-200元 | 2,405 | 20.6% | ¥354,133 | ¥147 |
| 200-500元 | 3,703 | 31.7% | ¥1,203,174 | ¥325 |
| 500-1000元 | 1,396 | 11.9% | ¥978,105 | ¥701 |
| 1000-2000元 | 541 | 4.6% | ¥707,754 | ¥1,308 |
| 2000-5000元 | 78 | 0.7% | ¥208,356 | ¥2,671 |
| 5000元以上 | 2 | 0.0% | ¥11,663 | ¥5,832 |
10.2 购买频次分布
| 层级 | 客户数 | 占比 |
|---|
| 新客（1次） | 9,445 | 80.8% |
| 轻度复购（2-3次） | 2,024 | 17.3% |
| 中度复购（4-5次） | 186 | 1.6% |
| 高度复购（6-10次） | 24 | 0.2% |
| 超级用户（10+次） | 4 | 0.0% |
10.3 复购客户 vs 新客 对比
| 指标 | 复购客户 | 新客 | 差距 |
|---|
| 客户数 | 2,238 | 9,445 | — |
| GMV | ¥1,585,553 | ¥2,084,746 | — |
| 人均消费 | ¥708 | ¥221 | 复购客户是新客的 3.2x |
10.4 Top 10 消费客户
| # | 客户姓名 | 总消费 | 购买次数 |
|---|
| 1 | 曹爱芬 | ¥5,950 | 4次 |
| 2 | 王田田 | ¥5,713 | 2次 |
| 3 | 徐子棋 | ¥4,764 | 4次 |
| 4 | 1 | ¥4,343 | 14次 |
| 5 | 牛青晨 | ¥3,867 | 3次 |
| 6 | 王希雅 | ¥3,844 | 1次 |
| 7 | 张泽奕 | ¥3,820 | 5次 |
| 8 | 樊星星 | ¥3,522 | 3次 |
| 9 | 任静茹 | ¥3,506 | 1次 |
| 10 | 蒲艳玲 | ¥3,480 | 2次 |
📌 客户行为洞察：
• 复购客户 2238 人（19.2%），贡献 43.2% GMV，人均消费是新客的 3.2x
• 仅购1次的客户占 80.8%，提升二次转化是最大的杠杆点
• 消费 ¥500 元以上客户 2017 人，贡献 ¥1,905,878（占比 51.9%），这部分高价值客户应重点维护
十一、高补贴商品预警（总补贴率 > 30%）
| 商品名称 | 订单数 | GMV | 营销补贴率 | 佣金补贴率 | 总补贴率 | 补贴成本 |
|---|
| 医维他复合果蔬叶酸孕妇营养补充食品-I型 | 3 | ¥1,840 | 50.00% | 4.89% | 54.89% | ¥1,010 |
| 菊花决明子茶 | 8 | ¥696 | 37.50% | 5.32% | 42.82% | ¥298 |
| 秋梨枇杷罗汉果茶 | 18 | ¥1,914 | 36.36% | 5.38% | 41.75% | ¥799 |
| 玉米须桑叶茶 | 26 | ¥1,440 | 34.38% | 6.04% | 40.42% | ¥582 |
| 红豆薏米芡实茶 | 25 | ¥1,260 | 33.33% | 6.19% | 39.52% | ¥498 |
| 酸枣仁百合茶 | 13 | ¥1,160 | 32.50% | 5.69% | 38.19% | ¥443 |
| 红枣枸杞姜茶 | 9 | ¥986 | 32.35% | 5.58% | 37.93% | ¥374 |
| 五指毛桃茯苓茶 | 15 | ¥750 | 28.00% | 6.67% | 34.67% | ¥260 |
| 扶子培元膏 | 124 | ¥27,922 | 28.17% | 6.02% | 34.18% | ¥9,545 |
| 小儿健脾消食贴 | 19 | ¥1,682 | 27.59% | 6.36% | 33.95% | ¥571 |
| 儿童感冒沐浴包 | 299 | ¥16,848 | 26.64% | 6.11% | 32.75% | ¥5,518 |
| 爱唯爱多种维生素矿物质软胶囊（孕妇乳母） | 183 | ¥51,360 | 25.00% | 7.50% | 32.50% | ¥16,692 |
| 爱唯爱铁维生素C软胶囊 | 55 | ¥17,280 | 25.00% | 7.50% | 32.50% | ¥5,616 |
| 倍顿复配酶 | 101 | ¥35,496 | 25.00% | 7.47% | 32.47% | ¥11,526 |
| 倍顿益生菌粉 | 61 | ¥21,576 | 25.00% | 7.47% | 32.47% | ¥7,006 |
| 倍顿甘氨酸锌&葡萄糖酸锌（复配营养强化剂） | 22 | ¥7,656 | 25.00% | 7.47% | 32.47% | ¥2,486 |
| 倍顿酵母凝胶糖果（酵母锌） | 15 | ¥5,220 | 25.00% | 7.47% | 32.47% | ¥1,695 |
| 贝斯凯C20饮液 | 364 | ¥105,056 | 25.00% | 7.46% | 32.46% | ¥34,104 |
| 贝斯凯阳光复合压片糖果 | 165 | ¥52,528 | 25.00% | 7.46% | 32.46% | ¥17,052 |
| 贝斯凯AD饮液 | 18 | ¥5,092 | 25.00% | 7.46% | 32.46% | ¥1,653 |
共 63 个商品补贴率超过30%，补贴成本合计 ¥798,814，占全部补贴成本的 74.9%。
十二、低补贴商品（总补贴率 < 12%，效率标杆）
| 商品名称 | 订单数 | GMV | 营销补贴率 | 佣金补贴率 | 总补贴率 | GMV占比 |
|---|
| 柇泰导光凝胶鼻部型 | 1026 | ¥99,280 | 0.00% | 7.00% | 7.00% | 2.7% |
| 苦参本草抑菌洗液 | 403 | ¥26,722 | 0.00% | 9.68% | 9.68% | 0.7% |
| 国药集团硒维生素E片 | 46 | ¥15,876 | 0.00% | 9.96% | 9.96% | 0.4% |
| 贝比滴白蘑菇汁D3饮液 | 47 | ¥11,280 | 0.00% | 10.00% | 10.00% | 0.3% |
| （新）诺斯清鼻腔护理喷雾器 | 155 | ¥11,016 | 0.00% | 8.89% | 8.89% | 0.3% |
| 美邦钙宝凝胶糖果 | 47 | ¥9,845 | 0.00% | 9.58% | 9.58% | 0.3% |
| 睦清女性清洁护理泡沫 | 49 | ¥8,232 | 0.00% | 9.52% | 9.52% | 0.2% |
| 俊元洁妇用抗菌凝胶 | 51 | ¥7,800 | 0.00% | 9.87% | 9.87% | 0.2% |
| 过敏套餐 | 15 | ¥5,400 | 0.00% | 10.00% | 10.00% | 0.1% |
| 医用妇科阴道阻菌凝胶 | 50 | ¥4,998 | 0.00% | 9.20% | 9.20% | 0.1% |
| 橙长健 | 1 | ¥3,313 | 0.00% | 9.99% | 9.99% | 0.1% |
| 生长1号 | 3 | ¥3,000 | 0.00% | 10.00% | 10.00% | 0.1% |
| 玛西塔铁滴液饮品 | 10 | ¥2,680 | 0.00% | 9.70% | 9.70% | 0.1% |
| 睦清植物修护膏 | 13 | ¥2,587 | 0.00% | 9.55% | 9.55% | 0.1% |
| 玛西塔倍护复合益生菌滴剂 | 7 | ¥2,016 | 0.00% | 9.72% | 9.72% | 0.1% |
| 澳克力ADK滴液饮品 --ADK | 7 | ¥1,946 | 0.00% | 9.71% | 9.71% | 0.1% |
| （新）贝安果蔬复合片 | 7 | ¥1,596 | 0.00% | 9.65% | 9.65% | 0.0% |
| 新电热敷包（绒布） | 12 | ¥1,200 | 0.00% | 10.00% | 10.00% | 0.0% |
| 脾胃2号 | 11 | ¥1,180 | 0.00% | 10.00% | 10.00% | 0.0% |
| 伏莲牌硒多种维生素胶囊 | 5 | ¥1,050 | 0.00% | 10.00% | 10.00% | 0.0% |
共 20 个商品补贴率低于12%，GMV合计 ¥221,017，占总GMV的 6.0%。
十三、分销体系分析
13.1 分销覆盖
| 指标 | 数值 | 占比 |
|---|
| 有分销员订单 | 23,056 | 100.0% |
| 无分销员订单 | 0 | 0.0% |
| 有分销员GMV | ¥3,670,300 | 100.0% |
| 无分销员GMV | ¥-0 | -0.0% |
13.2 分销员概况
| 指标 | 数值 |
|---|
| 活跃分销员数 | 545 |
| 分销员贡献GMV | ¥3,670,300 |
| 分销员贡献GMV占比 | 100.0% |
| 分销员总佣金 | ¥281,962 |
| 人均产出GMV | ¥6,734 |
| 人均佣金 | ¥517 |
13.3 分销员 TOP 20（按 GMV）
| # | 所属门店 | 分销员 | 订单数 | GMV | 佣金 | 佣金率 | 服务客户数 | 人均产出 |
|---|
| 1 | 九水路生活馆 | 刘淑贤 | 783 | ¥330,858 | ¥25,546 | 7.72% | 583 | ¥568 |
| 2 | 正阳路生活馆 | 袁峰 | 611 | ¥211,723 | ¥15,908 | 7.51% | 450 | ¥470 |
| 3 | 泰城中心 | 李亚芹 | 640 | ¥184,124 | ¥13,849 | 7.52% | 451 | ¥408 |
| 4 | 荟城路生活馆 | 刘力杰 | 438 | ¥160,662 | ¥11,708 | 7.29% | 350 | ¥459 |
| 5 | 正阳路生活馆 | 张献芝 | 228 | ¥152,740 | ¥11,408 | 7.47% | 175 | ¥873 |
| 6 | 崂山妇儿生活馆 | 赵芳芳 | 362 | ¥121,961 | ¥9,022 | 7.40% | 290 | ¥421 |
| 7 | 崂山妇儿生活馆 | 夏卓莉 | 169 | ¥105,590 | ¥7,690 | 7.28% | 149 | ¥709 |
| 8 | 黄岛生活馆 | 李婷 | 352 | ¥99,783 | ¥7,182 | 7.20% | 277 | ¥360 |
| 9 | 夏塔路生活馆 | 任淑和 | 152 | ¥92,034 | ¥6,933 | 7.53% | 127 | ¥725 |
| 10 | 正阳路生活馆 | 牛壮飞 | 359 | ¥91,863 | ¥6,643 | 7.23% | 311 | ¥295 |
| 11 | 中海中心生活馆 | 李媛媛 | 307 | ¥87,850 | ¥6,448 | 7.34% | 251 | ¥350 |
| 12 | 鼎世华府生活馆 | 任爱花 | 220 | ¥78,406 | ¥6,009 | 7.66% | 159 | ¥493 |
| 13 | 九水路生活馆 | 王瑞红 | 225 | ¥73,662 | ¥5,783 | 7.85% | 165 | ¥446 |
| 14 | 荟城路生活馆 | 徐桂华 | 167 | ¥73,439 | ¥5,476 | 7.46% | 140 | ¥525 |
| 15 | 中海中心生活馆 | 杨慧英 | 227 | ¥71,438 | ¥5,550 | 7.77% | 159 | ¥449 |
| 16 | 时代城小区生活馆 | 赵瑾 | 265 | ¥68,100 | ¥4,990 | 7.33% | 229 | ¥297 |
| 17 | 虎山中心生活馆, 中海中心生活馆 | 张建梅 | 285 | ¥62,636 | ¥4,718 | 7.53% | 241 | ¥260 |
| 18 | 虎山中心生活馆 | 牛晓慧 | 142 | ¥49,846 | ¥3,722 | 7.47% | 111 | ¥449 |
| 19 | 泰城中心 | 刘道婷 | 179 | ¥48,300 | ¥3,670 | 7.60% | 160 | ¥302 |
| 20 | 南京中心生活馆 | 赵炜 | 158 | ¥47,785 | ¥3,574 | 7.48% | 140 | ¥341 |
Top5 分销员GMV占比 28.3%，Top10 占比 42.3%。
13.4 分销员 TOP 20（按最新周 GMV，含周环比）
数据周期：W18（最新完整周） ｜ 对比周：W17
| # | 所属门店 | 分销员 | 订单数 | 订单数环比 | GMV | GMV环比 | 佣金 | 佣金率 | 服务客户数 |
|---|
| 1 | 九水路生活馆 | 刘淑贤 | 54 | +35.0% | ¥22,100 | +29.0% | ¥1,653 | 7.48% | 46 |
| 2 | 荟城路生活馆 | 刘力杰 | 27 | +17.4% | ¥10,894 | +16.5% | ¥802 | 7.36% | 27 |
| 3 | 泰城中心 | 李亚芹 | 38 | +5.6% | ¥10,688 | -2.2% | ¥792 | 7.41% | 36 |
| 4 | 正阳路生活馆 | 袁峰 | 21 | -44.7% | ¥8,542 | -22.6% | ¥635 | 7.43% | 20 |
| 5 | 崂山妇儿生活馆 | 赵芳芳 | 20 | -20.0% | ¥6,080 | -32.8% | ¥447 | 7.35% | 17 |
| 6 | 崂山妇儿生活馆 | 夏卓莉 | 11 | -38.9% | ¥5,488 | -40.3% | ¥401 | 7.31% | 11 |
| 7 | 中海中心生活馆 | 杨慧英 | 12 | +0.0% | ¥4,730 | +32.0% | ¥375 | 7.93% | 10 |
| 8 | 泰城中心 | 刘道婷 | 10 | +11.1% | ¥4,126 | +86.5% | ¥308 | 7.46% | 10 |
| 9 | 荟城路生活馆 | 徐桂华 | 11 | +10.0% | ¥4,122 | +3.6% | ¥309 | 7.50% | 11 |
| 10 | 鼎世华府生活馆 | 任爱花 | 9 | -18.2% | ¥3,682 | +19.9% | ¥283 | 7.69% | 9 |
| 11 | 黄岛生活馆 | 李婷 | 13 | -13.3% | ¥3,658 | -11.9% | ¥264 | 7.22% | 12 |
| 12 | 正阳路生活馆 | 牛壮飞 | 13 | -61.8% | ¥3,196 | -64.1% | ¥232 | 7.26% | 12 |
| 13 | 中海中心生活馆 | 李媛媛 | 13 | -31.6% | ¥3,093 | -46.3% | ¥235 | 7.60% | 12 |
| 14 | 正阳路生活馆 | 张献芝 | 10 | -33.3% | ¥2,872 | -74.1% | ¥210 | 7.31% | 9 |
| 15 | 夏塔路生活馆 | 李宁 | 8 | +33.3% | ¥2,638 | +83.2% | ¥198 | 7.51% | 8 |
| 16 | 永年路生活馆 | 李睿 | 3 | +50.0% | ¥2,507 | +151.7% | ¥750 | 29.92% | 3 |
| 17 | 即墨中心生活馆 | 赵丽丽 | 9 | -40.0% | ¥2,472 | -50.1% | ¥176 | 7.12% | 9 |
| 18 | 永定路生活馆 | 王亚光 | 8 | +33.3% | ¥2,309 | -23.3% | ¥172 | 7.45% | 5 |
| 19 | 九水路生活馆 | 王瑞红 | 8 | -33.3% | ¥2,042 | -49.5% | ¥151 | 7.39% | 8 |
| 20 | 正阳路生活馆 | 宋欢 | 2 | +0.0% | ¥1,922 | +213.0% | ¥141 | 7.34% | 2 |
📌 分销体系洞察：
• 分销订单覆盖率达 100.0%，分销员贡献 GMV ¥3,670,300（占总 GMV 的 100.0%）
• TOP 3 分销员集中度 19.8%，头部依赖度适中，结构相对健康
• 人均产出 6734 元，建议对产出低于中位数的分销员做激活或汰换
十四、核心结论
📌 关键发现：
1. 订单量：1-4月共23,056笔有效订单
2. 补贴率：总补贴率29.07%，营销补贴率21.39%，佣金补贴率7.68%
3. 复购率：19.16%，复购客户2238人
4. 客单价：¥143
5. 门店集中度：Top3门店GMV占比38.2%