📊 非医有赞端2026年1-5月 订单维度分析报告
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（有赞财务口径）
| 指标名称 | 定义 |
|---|
| 有效订单 | 交易完成且无退款的订单 |
| GMV | 商品金额合计 − 订单已退款金额 |
| 实收金额 | 订单实付金额 − 订单已退款金额 |
| 优惠总额 | 店铺优惠合计（绝对值） |
| 分销佣金 | 分销员佣金总和 |
| 总补贴成本 | 优惠总额 + 分销佣金 |
| 营销补贴率 | 优惠总额 ÷ GMV |
| 佣金补贴率 | 分销佣金 ÷ GMV |
| 总客户数 | 按买家手机号去重 |
| 复购率 | 复购客户（≥2次）÷ 总客户数 |
二、数据过滤结果
| 步骤 | 订单数 | 说明 |
|---|
| 原始数据 | 3,571 | 全部订单 |
| 剔除交易关闭 | 2,918 | 只保留"交易完成" |
| 剔除退款订单 | 2,819 | 剔除退款成功 |
| 剔除指定商品 | 2,689 | 剔除30款指定商品/活动（含产康38节） |
三、核心指标概览
总补贴成本
¥11.9万
优惠 ¥6.6万 + 佣金 ¥5.3万
总补贴率
19.94%
营销10.99% + 佣金8.95%
| 指标 | 数值 |
|---|
| 营销补贴率（优惠/GMV） | 10.99% |
| 佣金补贴率（佣金/GMV） | 8.95% |
| 总补贴率 | 19.94% |
| 复购客户数 | 490 人 |
| 总商品数（过滤后） | 464 个 |
四、与2025年全年对比
| 指标 | 2025全年 | 2026年1-4月 | 对比 |
|---|
| 有效订单 | 10,906 | 2,689 | 下降 |
| 总GMV | ¥251.0万 | ¥59.7万 | 下降 |
| 总实收 | ¥213.0万 | ¥53.1万 | 下降 |
| 总补贴率 | 22.95% | 19.94% | 下降3.01pp |
| 营销补贴率 | 14.92% | 10.99% | 下降 |
| 佣金补贴率 | 8.03% | 8.95% | 上升 |
| 复购率 | 36.33% | 26.70% | 下降9.63pp |
| 客单价 | ¥196 | ¥197 | 上升 |
📌 核心指标洞察（含同比）：
• GMV 59.7万，笔均实收 197 元，总补贴率 19.9% 较2025年改善
• 复购率 26.7%（490/1835），1345 人仅购1次，首购转复购是最大增长杠杆
• 客单价提升但订单量同比下降明显，增长模式从「走量」转向「提质」
五、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 | 179 | -75.3% | ¥36,212 | -78.0% | ¥32,460 | 10.36% | 8.99% | 19.35% | ¥181 | 157 |
| 2026-04 | 724 | +6.6% | ¥164,744 | +11.2% | ¥144,648 | 12.20% | 8.95% | 21.14% | ¥200 | 612 |
| 2026-03 | 679 | +17.3% | ¥148,088 | +18.4% | ¥133,912 | 9.57% | 9.12% | 18.69% | ¥197 | 585 |
| 2026-02 | 579 | +9.7% | ¥125,050 | +2.1% | ¥110,571 | 11.58% | 8.71% | 20.29% | ¥191 | 483 |
| 2026-01 | 528 | — | ¥122,487 | — | ¥109,396 | 10.69% | 8.97% | 19.66% | ¥207 | 469 |
📈 最新月份涨跌结论（2026-05 vs 2026-04）：
• GMV ¥36,212，↓ -78.0%（上期 ¥164,744）— 订单量与客单价双轮驱动
• 量价拆解：订单量贡献-96%，客单价贡献-4%
• 订单数 179 笔（↓ -75.3%），客单价 ¥202（-25）
• 商品归因：倍顿焦磷酸铁辅食营养素(2件)贡献最大（+¥759）；山楂黄精草本膏(2件)拖累最大（-¥5,376）
📌 月度趋势洞察：
• 2026-04是峰值月（GMV ¥164,744），2026-03总补贴率最低（18.69%），效率最高
• 2026-04总补贴率最高（21.14%），需关注补贴效率
• 营销补贴率月度波动较大（9.57%~12.20%），佣金补贴率相对稳定（8.71%~9.12%）
六、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 |
| W02（2026-01-07-2026-01-11） | 69 | — | ¥17,164 | — | ¥14,803 | 13.76% | 8.83% | 22.59% | ¥215 | 61 |
| W03（2026-01-12-2026-01-18） | 155 | +124.6% | ¥38,113 | +122.1% | ¥33,135 | 13.06% | 9.00% | 22.06% | ¥214 | 149 |
| W04（2026-01-19-2026-01-24） | 164 | +5.8% | ¥36,443 | -4.4% | ¥33,419 | 8.30% | 9.15% | 17.45% | ¥204 | 152 |
| W05（2026-01-26-2026-02-01） | 141 | -14.0% | ¥30,990 | -15.0% | ¥28,263 | 8.80% | 8.82% | 17.62% | ¥200 | 129 |
| W06（2026-02-02-2026-02-08） | 170 | +20.6% | ¥39,460 | +27.3% | ¥35,090 | 11.07% | 8.99% | 20.07% | ¥206 | 150 |
| W07（2026-02-09-2026-02-15） | 214 | +25.9% | ¥45,221 | +14.6% | ¥39,262 | 13.18% | 8.44% | 21.62% | ¥183 | 193 |
| W08（2026-02-16-2026-02-22） | 153 | -28.5% | ¥31,805 | -29.7% | ¥28,772 | 9.54% | 8.75% | 18.28% | ¥188 | 138 |
| W09（2026-02-23-2026-03-01） | 56 | -63.4% | ¥11,035 | -65.3% | ¥9,651 | 12.54% | 8.66% | 21.20% | ¥172 | 49 |
| W10（2026-03-02-2026-03-08） | 152 | +171.4% | ¥29,291 | +165.4% | ¥25,823 | 11.84% | 8.69% | 20.53% | ¥170 | 135 |
| W11（2026-03-09-2026-03-15） | 152 | +0.0% | ¥32,793 | +12.0% | ¥29,366 | 10.45% | 9.10% | 19.55% | ¥193 | 139 |
| W12（2026-03-16-2026-03-22） | 134 | -11.8% | ¥31,004 | -5.5% | ¥28,442 | 8.26% | 9.47% | 17.73% | ¥212 | 127 |
| W13（2026-03-23-2026-03-29） | 163 | +21.6% | ¥36,820 | +18.8% | ¥33,527 | 8.94% | 9.01% | 17.96% | ¥206 | 152 |
| W14（2026-03-30-2026-04-05） | 169 | +3.7% | ¥39,545 | +7.4% | ¥35,583 | 10.02% | 9.24% | 19.26% | ¥211 | 150 |
| W15（2026-04-06-2026-04-12） | 162 | -4.1% | ¥36,555 | -7.6% | ¥32,163 | 12.01% | 9.12% | 21.13% | ¥199 | 145 |
| W16（2026-04-13-2026-04-19） | 148 | -8.6% | ¥34,603 | -5.3% | ¥30,232 | 12.63% | 8.85% | 21.48% | ¥204 | 135 |
| W17（2026-04-20-2026-04-26） | 214 | +44.6% | ¥47,158 | +36.3% | ¥41,207 | 12.62% | 8.86% | 21.48% | ¥193 | 195 |
| W18（2026-04-27-2026-05-03） | 141 | -34.1% | ¥31,917 | -32.3% | ¥28,424 | 10.95% | 8.84% | 19.78% | ¥202 | 124 |
| W19（2026-05-04-2026-05-10） | 130 | -7.8% | ¥26,190 | -17.9% | ¥23,470 | 10.38% | 9.12% | 19.50% | ¥181 | 119 |
| W20（2026-05-11-2026-05-11） | 2 | -98.5% | ¥472 | -98.2% | ¥354 | 25.00% | 8.25% | 33.25% | ¥177 | 1 |
📈 最新周涨跌结论（W20（2026-05-11-2026-05-11） vs W19（2026-05-04-2026-05-10））：
• 订单数 2 笔，↓ -98.5%（上期 130 笔）— 订单大幅下滑，需关注
• GMV ¥472，↓ -98.2%（上期 ¥26,190）— GMV 大幅下滑，需警惕
• 实收 ¥354，↓ -98.5%（上期 ¥23,470）
• 客单价 ¥236（上期 ¥201，+35）— 客单价提升明显
七、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 |
| 2026-05-11 | 2 | +100.0% | ¥472 | +436.4% | ¥354 | 25.00% | 8.25% | 33.25% | ¥177 | 1 |
| 2026-05-10 | 1 | -66.7% | ¥88 | -79.1% | ¥88 | 0.00% | 0.00% | 0.00% | ¥88 | 1 |
| 2026-05-09 | 3 | -76.9% | ¥422 | -80.0% | ¥353 | 16.35% | 5.40% | 21.75% | ¥118 | 3 |
| 2026-05-08 | 13 | -51.9% | ¥2,112 | -65.1% | ¥1,894 | 10.32% | 9.26% | 19.58% | ¥146 | 13 |
| 2026-05-07 | 27 | +28.6% | ¥6,052 | +36.2% | ¥5,138 | 15.10% | 8.83% | 23.92% | ¥190 | 25 |
| 2026-05-06 | 21 | +0.0% | ¥4,442 | +21.3% | ¥4,176 | 5.99% | 9.61% | 15.59% | ¥199 | 21 |
| 2026-05-05 | 21 | -52.3% | ¥3,663 | -61.1% | ¥3,348 | 8.60% | 9.26% | 17.86% | ¥159 | 20 |
| 2026-05-04 | 44 | +2100.0% | ¥9,411 | +2386.5% | ¥8,473 | 9.97% | 9.24% | 19.21% | ¥193 | 39 |
| 2026-05-03 | 2 | -90.0% | ¥378 | -92.1% | ¥378 | 0.00% | 7.80% | 7.80% | ¥189 | 2 |
| 2026-05-02 | 20 | -20.0% | ¥4,780 | +8.8% | ¥4,251 | 11.07% | 8.48% | 19.55% | ¥213 | 17 |
| 2026-05-01 | 25 | +31.6% | ¥4,392 | -1.7% | ¥4,006 | 8.78% | 8.94% | 17.72% | ¥160 | 21 |
| 2026-04-30 | 19 | -13.6% | ¥4,468 | +2.4% | ¥3,805 | 14.84% | 8.99% | 23.82% | ¥200 | 18 |
| 2026-04-29 | 22 | -18.5% | ¥4,361 | -34.0% | ¥3,764 | 13.69% | 8.75% | 22.44% | ¥171 | 19 |
| 2026-04-28 | 27 | +3.8% | ¥6,607 | -4.7% | ¥5,770 | 12.66% | 9.29% | 21.95% | ¥214 | 26 |
| 2026-04-27 | 26 | -21.2% | ¥6,931 | +7.8% | ¥6,449 | 6.95% | 8.61% | 15.57% | ¥248 | 24 |
| 2026-04-26 | 33 | +560.0% | ¥6,427 | +1325.1% | ¥5,418 | 15.70% | 8.61% | 24.31% | ¥164 | 29 |
| 2026-04-25 | 5 | -85.7% | ¥451 | -94.3% | ¥368 | 18.40% | 7.09% | 25.50% | ¥74 | 5 |
| 2026-04-24 | 35 | +84.2% | ¥7,867 | +92.8% | ¥7,083 | 9.97% | 9.37% | 19.34% | ¥202 | 32 |
| 2026-04-23 | 19 | -32.1% | ¥4,080 | -38.7% | ¥3,613 | 11.45% | 9.18% | 20.63% | ¥190 | 18 |
| 2026-04-22 | 28 | -20.0% | ¥6,650 | -12.4% | ¥5,942 | 10.64% | 7.91% | 18.55% | ¥212 | 27 |
| 2026-04-21 | 35 | -40.7% | ¥7,593 | -46.1% | ¥6,648 | 12.45% | 8.82% | 21.27% | ¥190 | 33 |
| 2026-04-20 | 59 | +1375.0% | ¥14,090 | +1221.8% | ¥12,135 | 13.88% | 9.14% | 23.02% | ¥206 | 56 |
| 2026-04-19 | 4 | +100.0% | ¥1,066 | +265.1% | ¥800 | 25.00% | 8.25% | 33.25% | ¥200 | 4 |
| 2026-04-18 | 2 | -86.7% | ¥292 | -91.5% | ¥219 | 25.00% | 8.25% | 33.25% | ¥110 | 2 |
| 2026-04-17 | 15 | -48.3% | ¥3,448 | -52.0% | ¥3,154 | 8.50% | 8.78% | 17.28% | ¥210 | 15 |
| 2026-04-16 | 29 | +7.4% | ¥7,178 | +18.2% | ¥6,020 | 16.13% | 9.10% | 25.23% | ¥208 | 28 |
| 2026-04-15 | 27 | +0.0% | ¥6,075 | +12.4% | ¥5,294 | 12.86% | 8.58% | 21.44% | ¥196 | 25 |
| 2026-04-14 | 27 | -38.6% | ¥5,403 | -51.5% | ¥4,603 | 14.81% | 8.40% | 23.20% | ¥170 | 25 |
| 2026-04-13 | 44 | +1366.7% | ¥11,141 | +1854.6% | ¥10,141 | 8.98% | 9.15% | 18.13% | ¥230 | 38 |
| 2026-04-12 | 3 | +200.0% | ¥570 | +493.8% | ¥442 | 22.44% | 8.53% | 30.97% | ¥147 | 2 |
| 2026-04-11 | 1 | -96.0% | ¥96 | -98.3% | ¥72 | 25.00% | 8.25% | 33.25% | ¥72 | 1 |
| 2026-04-10 | 25 | -28.6% | ¥5,526 | -37.4% | ¥4,920 | 10.97% | 9.50% | 20.47% | ¥197 | 23 |
| 2026-04-09 | 35 | +16.7% | ¥8,832 | +27.1% | ¥7,733 | 12.44% | 9.30% | 21.74% | ¥221 | 31 |
| 2026-04-08 | 30 | +3.4% | ¥6,947 | +1.5% | ¥6,005 | 13.56% | 9.12% | 22.68% | ¥200 | 27 |
| 2026-04-07 | 29 | -25.6% | ¥6,848 | -11.5% | ¥6,095 | 11.00% | 9.69% | 20.69% | ¥210 | 26 |
| 2026-04-06 | 39 | +1850.0% | ¥7,735 | +5760.0% | ¥6,895 | 10.86% | 8.17% | 19.03% | ¥177 | 37 |
| 2026-04-05 | 2 | -90.9% | ¥132 | -97.3% | ¥132 | 0.00% | 0.00% | 0.00% | ¥66 | 2 |
| 2026-04-04 | 22 | +37.5% | ¥4,839 | +36.4% | ¥4,345 | 10.21% | 8.74% | 18.95% | ¥197 | 22 |
| 2026-04-03 | 16 | -46.7% | ¥3,547 | -49.4% | ¥3,270 | 7.81% | 9.39% | 17.20% | ¥204 | 16 |
| 2026-04-02 | 30 | -16.7% | ¥7,015 | -17.7% | ¥6,016 | 14.24% | 8.56% | 22.80% | ¥201 | 28 |
| 2026-04-01 | 36 | +71.4% | ¥8,528 | +68.3% | ¥7,496 | 12.10% | 9.52% | 21.62% | ¥208 | 30 |
| 2026-03-31 | 21 | -50.0% | ¥5,066 | -51.4% | ¥4,663 | 7.95% | 8.62% | 16.58% | ¥222 | 20 |
| 2026-03-30 | 42 | +50.0% | ¥10,419 | +85.5% | ¥9,662 | 7.27% | 10.07% | 17.33% | ¥230 | 34 |
| 2026-03-29 | 28 | +833.3% | ¥5,616 | +477.6% | ¥4,930 | 12.21% | 9.03% | 21.24% | ¥176 | 27 |
| 2026-03-28 | 3 | -75.0% | ¥972 | -61.4% | ¥972 | 0.00% | 6.77% | 6.77% | ¥324 | 3 |
| 2026-03-27 | 12 | -62.5% | ¥2,520 | -62.0% | ¥2,332 | 7.46% | 10.09% | 17.55% | ¥194 | 12 |
| 2026-03-26 | 32 | +6.7% | ¥6,638 | +11.7% | ¥6,200 | 6.58% | 9.37% | 15.96% | ¥194 | 32 |
| 2026-03-25 | 30 | +7.1% | ¥5,943 | -18.6% | ¥5,266 | 11.39% | 7.79% | 19.18% | ¥176 | 26 |
| 2026-03-24 | 28 | -6.7% | ¥7,297 | -6.9% | ¥6,600 | 9.55% | 9.44% | 18.99% | ¥236 | 25 |
| 2026-03-23 | 30 | +30.4% | ¥7,834 | +64.2% | ¥7,226 | 7.76% | 9.16% | 16.92% | ¥241 | 28 |
| 2026-03-22 | 23 | +475.0% | ¥4,770 | +767.5% | ¥4,354 | 8.72% | 9.86% | 18.58% | ¥189 | 23 |
| 2026-03-21 | 4 | -81.8% | ¥550 | -91.2% | ¥442 | 19.64% | 6.48% | 26.12% | ¥110 | 3 |
| 2026-03-20 | 22 | +29.4% | ¥6,248 | +94.1% | ¥5,462 | 12.58% | 8.94% | 21.52% | ¥248 | 20 |
| 2026-03-19 | 17 | -26.1% | ¥3,219 | -40.8% | ¥3,018 | 6.24% | 9.27% | 15.52% | ¥178 | 16 |
| 2026-03-18 | 23 | +21.1% | ¥5,439 | +15.4% | ¥5,042 | 7.30% | 9.23% | 16.53% | ¥219 | 23 |
| 2026-03-17 | 19 | -26.9% | ¥4,713 | -22.3% | ¥4,217 | 10.52% | 9.76% | 20.28% | ¥222 | 19 |
| 2026-03-16 | 26 | +23.8% | ¥6,065 | +29.7% | ¥5,907 | 2.60% | 10.06% | 12.67% | ¥227 | 24 |
| 2026-03-15 | 21 | +75.0% | ¥4,678 | +121.0% | ¥3,880 | 17.06% | 8.34% | 25.39% | ¥185 | 19 |
| 2026-03-14 | 12 | -29.4% | ¥2,116 | -39.5% | ¥1,935 | 8.55% | 8.81% | 17.36% | ¥161 | 10 |
| 2026-03-13 | 17 | -34.6% | ¥3,496 | -36.6% | ¥3,203 | 8.38% | 8.71% | 17.09% | ¥188 | 17 |
| 2026-03-12 | 26 | +52.9% | ¥5,513 | +33.1% | ¥5,075 | 7.94% | 9.06% | 17.00% | ¥195 | 24 |
| 2026-03-11 | 17 | -10.5% | ¥4,142 | -6.4% | ¥3,822 | 7.75% | 9.96% | 17.71% | ¥225 | 15 |
| 2026-03-10 | 19 | -52.5% | ¥4,426 | -47.5% | ¥3,734 | 15.64% | 8.41% | 24.04% | ¥196 | 18 |
| 2026-03-09 | 40 | +700.0% | ¥8,422 | +748.1% | ¥7,718 | 8.36% | 9.71% | 18.07% | ¥193 | 38 |
| 2026-03-08 | 5 | -80.8% | ¥993 | -78.9% | ¥810 | 18.43% | 6.96% | 25.39% | ¥162 | 5 |
| 2026-03-07 | 26 | +44.4% | ¥4,697 | +45.6% | ¥4,061 | 13.54% | 9.31% | 22.85% | ¥156 | 20 |
| 2026-03-06 | 18 | -30.8% | ¥3,226 | -44.9% | ¥2,818 | 12.65% | 8.26% | 20.91% | ¥157 | 16 |
| 2026-03-05 | 26 | +18.2% | ¥5,858 | +74.6% | ¥5,068 | 13.48% | 7.95% | 21.43% | ¥195 | 26 |
| 2026-03-04 | 22 | -40.5% | ¥3,356 | -60.2% | ¥3,015 | 10.16% | 9.15% | 19.31% | ¥137 | 19 |
| 2026-03-03 | 37 | +105.6% | ¥8,432 | +209.0% | ¥7,562 | 10.32% | 8.92% | 19.24% | ¥204 | 36 |
| 2026-03-02 | 18 | +20.0% | ¥2,728 | +1.3% | ¥2,488 | 8.80% | 9.12% | 17.92% | ¥138 | 16 |
| 2026-03-01 | 15 | -28.6% | ¥2,694 | -37.6% | ¥2,428 | 9.87% | 8.75% | 18.63% | ¥162 | 13 |
| 2026-02-28 | 21 | +2000.0% | ¥4,316 | +1463.9% | ¥3,858 | 10.61% | 8.78% | 19.39% | ¥184 | 19 |
| 2026-02-27 | 1 | -66.7% | ¥276 | -36.1% | ¥207 | 25.00% | 0.00% | 25.00% | ¥207 | 1 |
| 2026-02-26 | 3 | +50.0% | ¥432 | -13.0% | ¥276 | 36.11% | 7.03% | 43.14% | ¥92 | 2 |
| 2026-02-25 | 2 | -84.6% | ¥496 | -81.5% | ¥496 | 0.00% | 10.46% | 10.46% | ¥248 | 2 |
| 2026-02-24 | 13 | +1200.0% | ¥2,685 | +1874.0% | ¥2,284 | 14.94% | 9.23% | 24.16% | ¥176 | 12 |
| 2026-02-23 | 1 | +0.0% | ¥136 | -15.0% | ¥102 | 25.00% | 8.25% | 33.25% | ¥102 | 1 |
| 2026-02-22 | 1 | -96.3% | ¥160 | -96.9% | ¥120 | 25.00% | 0.00% | 25.00% | ¥120 | 1 |
| 2026-02-21 | 27 | +35.0% | ¥5,176 | +39.1% | ¥4,652 | 10.12% | 9.36% | 19.48% | ¥172 | 25 |
| 2026-02-20 | 20 | -31.0% | ¥3,721 | -32.9% | ¥3,278 | 11.91% | 7.86% | 19.77% | ¥164 | 20 |
| 2026-02-19 | 29 | +52.6% | ¥5,546 | +24.1% | ¥4,788 | 13.67% | 9.02% | 22.69% | ¥165 | 24 |
| 2026-02-18 | 19 | -34.5% | ¥4,468 | -21.1% | ¥3,980 | 10.90% | 9.79% | 20.69% | ¥210 | 19 |
| 2026-02-17 | 29 | +3.6% | ¥5,659 | -20.0% | ¥5,034 | 11.04% | 8.14% | 19.18% | ¥174 | 28 |
| 2026-02-16 | 28 | -26.3% | ¥7,076 | -10.3% | ¥6,920 | 2.20% | 8.58% | 10.78% | ¥247 | 26 |
| 2026-02-15 | 38 | +1800.0% | ¥7,885 | +2146.6% | ¥6,997 | 11.26% | 8.84% | 20.10% | ¥184 | 35 |
| 2026-02-14 | 2 | -93.5% | ¥351 | -95.0% | ¥267 | 23.93% | 7.90% | 31.83% | ¥134 | 2 |
| 2026-02-13 | 31 | +29.2% | ¥6,986 | +49.7% | ¥5,888 | 15.72% | 7.21% | 22.92% | ¥190 | 30 |
| 2026-02-12 | 24 | -7.7% | ¥4,666 | -14.8% | ¥4,084 | 12.47% | 8.66% | 21.13% | ¥170 | 23 |
| 2026-02-11 | 26 | -27.8% | ¥5,476 | -18.3% | ¥4,774 | 12.82% | 8.13% | 20.95% | ¥184 | 25 |
| 2026-02-10 | 36 | -36.8% | ¥6,707 | -49.0% | ¥5,902 | 12.00% | 7.94% | 19.94% | ¥164 | 33 |
| 2026-02-09 | 57 | +1040.0% | ¥13,149 | +1287.8% | ¥11,350 | 13.68% | 9.18% | 22.86% | ¥199 | 53 |
| 2026-02-08 | 5 | +150.0% | ¥948 | +319.2% | ¥718 | 24.17% | 3.71% | 27.88% | ¥144 | 5 |
| 2026-02-07 | 2 | -92.9% | ¥226 | -96.3% | ¥172 | 23.89% | 7.88% | 31.78% | ¥86 | 2 |
| 2026-02-06 | 28 | +21.7% | ¥6,111 | +14.1% | ¥5,629 | 7.89% | 9.50% | 17.39% | ¥201 | 26 |
| 2026-02-05 | 23 | -4.2% | ¥5,358 | -9.1% | ¥4,777 | 10.84% | 9.78% | 20.62% | ¥208 | 22 |
| 2026-02-04 | 24 | -4.0% | ¥5,892 | +13.5% | ¥5,540 | 5.97% | 9.95% | 15.93% | ¥231 | 21 |
| 2026-02-03 | 25 | -60.3% | ¥5,192 | -67.0% | ¥4,622 | 10.98% | 7.98% | 18.96% | ¥185 | 22 |
| 2026-02-02 | 63 | +6200.0% | ¥15,732 | +6939.1% | ¥13,631 | 13.36% | 8.84% | 22.19% | ¥216 | 57 |
| 2026-02-01 | 1 | -66.7% | ¥224 | -46.1% | ¥224 | 0.00% | 11.00% | 11.00% | ¥224 | 1 |
| 2026-01-31 | 3 | -83.3% | ¥414 | -89.2% | ¥380 | 8.20% | 9.19% | 17.39% | ¥127 | 3 |
| 2026-01-30 | 18 | -37.9% | ¥3,840 | -36.6% | ¥3,644 | 5.10% | 9.28% | 14.38% | ¥202 | 18 |
| 2026-01-29 | 29 | +31.8% | ¥6,057 | +18.2% | ¥5,332 | 11.97% | 7.72% | 19.69% | ¥184 | 24 |
| 2026-01-28 | 22 | +46.7% | ¥5,123 | +45.9% | ¥4,796 | 6.38% | 8.41% | 14.80% | ¥218 | 22 |
| 2026-01-27 | 15 | -71.7% | ¥3,511 | -70.3% | ¥3,257 | 7.23% | 10.20% | 17.44% | ¥217 | 14 |
| 2026-01-26 | 53 | — | ¥11,821 | — | ¥10,630 | 10.08% | 8.96% | 19.04% | ¥201 | 50 |
| 2026-01-25 | 0 | -100.0% | ¥0 | -100.0% | ¥0 | 0.00% | 0.00% | 0.00% | ¥0 | 0 |
| 2026-01-24 | 4 | -87.9% | ¥742 | -89.1% | ¥675 | 9.03% | 1.51% | 10.54% | ¥169 | 4 |
| 2026-01-23 | 33 | +57.1% | ¥6,828 | +83.1% | ¥6,113 | 10.46% | 9.48% | 19.94% | ¥185 | 33 |
| 2026-01-22 | 21 | -16.0% | ¥3,730 | -25.1% | ¥3,599 | 3.51% | 10.16% | 13.67% | ¥171 | 21 |
| 2026-01-21 | 25 | -7.4% | ¥4,978 | -12.0% | ¥4,328 | 13.06% | 8.51% | 21.57% | ¥173 | 24 |
| 2026-01-20 | 27 | -50.0% | ¥5,660 | -61.0% | ¥5,229 | 7.62% | 9.24% | 16.85% | ¥194 | 22 |
| 2026-01-19 | 54 | +5300.0% | ¥14,506 | +9443.3% | ¥13,475 | 7.11% | 9.32% | 16.43% | ¥250 | 52 |
| 2026-01-18 | 1 | -85.7% | ¥152 | -86.4% | ¥114 | 25.00% | 0.00% | 25.00% | ¥114 | 1 |
| 2026-01-17 | 7 | -74.1% | ¥1,120 | -78.9% | ¥864 | 22.86% | 8.01% | 30.87% | ¥123 | 6 |
| 2026-01-16 | 27 | -3.6% | ¥5,302 | -21.3% | ¥4,706 | 11.24% | 9.22% | 20.46% | ¥174 | 27 |
| 2026-01-15 | 28 | +3.7% | ¥6,733 | +4.5% | ¥6,053 | 10.10% | 9.35% | 19.45% | ¥216 | 26 |
| 2026-01-14 | 27 | -15.6% | ¥6,442 | -26.7% | ¥5,817 | 9.70% | 9.88% | 19.58% | ¥215 | 27 |
| 2026-01-13 | 32 | -3.0% | ¥8,787 | -8.3% | ¥7,468 | 15.01% | 8.86% | 23.87% | ¥233 | 32 |
| 2026-01-12 | 33 | +22.2% | ¥9,578 | +25.5% | ¥8,114 | 15.28% | 8.42% | 23.70% | ¥246 | 32 |
| 2026-01-11 | 27 | -27.0% | ¥7,629 | -10.4% | ¥6,598 | 13.51% | 8.66% | 22.17% | ¥244 | 25 |
| 2026-01-10 | 37 | +3600.0% | ¥8,511 | +2049.2% | ¥7,412 | 12.91% | 9.16% | 22.07% | ¥200 | 32 |
| 2026-01-09 | 1 | -50.0% | ¥396 | +296.8% | ¥297 | 25.00% | 8.25% | 33.25% | ¥297 | 1 |
| 2026-01-08 | 2 | +0.0% | ¥100 | -81.1% | ¥100 | 0.00% | 0.00% | 0.00% | ¥50 | 1 |
| 2026-01-07 | 2 | — | ¥528 | — | ¥396 | 25.00% | 8.25% | 33.25% | ¥198 | 2 |
| 2026-01-06 | 0 | — | ¥0 | — | ¥0 | 0.00% | 0.00% | 0.00% | ¥0 | 0 |
| 2026-01-05 | 0 | — | ¥0 | — | ¥0 | 0.00% | 0.00% | 0.00% | ¥0 | 0 |
| 2026-01-04 | 0 | — | ¥0 | — | ¥0 | 0.00% | 0.00% | 0.00% | ¥0 | 0 |
| 2026-01-03 | 0 | — | ¥0 | — | ¥0 | 0.00% | 0.00% | 0.00% | ¥0 | 0 |
| 2026-01-02 | 0 | — | ¥0 | — | ¥0 | 0.00% | 0.00% | 0.00% | ¥0 | 0 |
| 2026-01-01 | 0 | — | ¥0 | — | ¥0 | 0.00% | 0.00% | 0.00% | ¥0 | 0 |
📈 最新日涨跌结论（2026-01-01 vs 2026-01-02）：
• 订单数 0 笔，→ +0.0%（上期 0 笔）— 订单小幅波动
• GMV ¥0，→ +0.0%（上期 ¥0）— GMV 小幅波动
• 实收 ¥0，→ +0.0%（上期 ¥0）
• 客单价 ¥0（上期 ¥0，+0）— 客单价保持稳定
八、商品维度 TOP 50（当年累计）
总商品数：464 个 ｜ TOP 10 占比：28.9% ｜ TOP 20 占比：41.5% ｜ TOP 50 占比：65.4%
| # | 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 |
|---|
| 1 | 贝德立克益生菌粉固体饮料（蓝盒）(2件) | 68 | 136 | ¥26,928 | 4.5% | 25.00% | 7.89% | 32.89% |
| 2 | 贝斯凯C20饮液(1件) | 111 | 111 | ¥22,311 | 3.7% | 0.00% | 10.31% | 10.31% |
| 3 | 倍顿DHA藻油凝胶糖果(1件) | 56 | 56 | ¥20,916 | 3.5% | 0.00% | 10.80% | 10.80% |
| 4 | 贝斯凯DHA藻油（新）(1件) | 63 | 63 | ¥19,104 | 3.2% | 0.52% | 10.94% | 11.46% |
| 5 | 山楂黄精草本膏(2件) | 54 | 108 | ¥18,144 | 3.0% | 25.00% | 8.10% | 33.10% |
| 6 | 活性叶酸营养素片(2件) | 37 | 74 | ¥14,652 | 2.5% | 25.00% | 7.80% | 32.80% |
| 7 | 首研医用皮肤修复护理膜(2件) | 107 | 214 | ¥14,552 | 2.4% | 24.77% | 7.97% | 32.73% |
| 8 | 贝斯凯蓝莓叶黄素酯饮液(1件) | 58 | 58 | ¥12,963 | 2.2% | 0.00% | 9.31% | 9.31% |
| 9 | 爱唯爱 DHA藻油AIgalOil(1件) | 32 | 32 | ¥12,720 | 2.1% | 0.00% | 10.31% | 10.31% |
| 10 | 辅食营养包（小）(2件) | 30 | 60 | ¥10,080 | 1.7% | 25.00% | 8.25% | 33.25% |
| 11 | 京儿钙-海藻钙凝胶糖果(2件) | 49 | 98 | ¥9,604 | 1.6% | 25.00% | 8.08% | 33.08% |
| 12 | 倍顿妙可高钙(1件) | 44 | 44 | ¥8,032 | 1.3% | 0.00% | 11.00% | 11.00% |
| 13 | 希乐维桑葚菠菜红枣压片糖果(1件) | 31 | 31 | ¥7,905 | 1.3% | 0.00% | 9.68% | 9.68% |
| 14 | γ-氨基丁酸蓝莓牙片糖果（健倍欣）(2件) | 13 | 26 | ¥7,748 | 1.3% | 25.00% | 7.62% | 32.62% |
| 15 | 敏利停(2件) | 31 | 62 | ¥7,440 | 1.2% | 25.00% | 7.98% | 32.98% |
| 16 | 儿歌乳糖酶复配乳化剂(1件) | 27 | 27 | ¥7,250 | 1.2% | 0.00% | 9.63% | 9.63% |
| 17 | 益丽妩妍女性外用复合乳酸菌片（原益丽康外用乳酸菌保健片）(2件) | 27 | 54 | ¥7,020 | 1.2% | 25.00% | 7.94% | 32.94% |
| 18 | 儿歌安黄(1件) | 30 | 30 | ¥6,780 | 1.1% | 1.10% | 10.51% | 11.61% |
| 19 | 澳克罗健 DHA藻油(1件) | 16 | 16 | ¥6,723 | 1.1% | 0.00% | 11.00% | 11.00% |
| 20 | 山楂内金膏（条装）(2件) | 34 | 68 | ¥6,664 | 1.1% | 25.00% | 8.25% | 33.25% |
| 21 | 茯湿膏（300g）(2件) | 24 | 48 | ¥6,624 | 1.1% | 25.00% | 5.50% | 30.50% |
| 22 | 扶子培元膏300g(2件) | 24 | 48 | ¥6,624 | 1.1% | 25.00% | 5.84% | 30.84% |
| 23 | 爱唯爱女性抑菌洗液(1件) | 66 | 66 | ¥6,435 | 1.1% | 0.00% | 10.33% | 10.33% |
| 24 | 儿童感冒沐浴包(2件) | 67 | 134 | ¥6,432 | 1.1% | 33.58% | 7.06% | 40.64% |
| 25 | 辅食营养包（大）(2件) | 12 | 24 | ¥6,432 | 1.1% | 25.00% | 8.25% | 33.25% |
| 26 | 澳克罗健C20海藻（钙滴剂）(1件) | 26 | 26 | ¥5,923 | 1.0% | 0.00% | 11.00% | 11.00% |
| 27 | 爱唯爱智DHA藻油软胶囊(1件) | 14 | 14 | ¥5,565 | 0.9% | 0.00% | 10.21% | 10.21% |
| 28 | 贝斯凯Z30饮液(1件) | 27 | 27 | ¥5,427 | 0.9% | 0.00% | 10.19% | 10.19% |
| 29 | 爱唯爱钙维生素D咀嚼片 (孕妇乳母)(1件) | 36 | 36 | ¥5,346 | 0.9% | 0.00% | 9.17% | 9.17% |
| 30 | 首研医用皮肤修复护理膜(1件) | 78 | 78 | ¥5,304 | 0.9% | 0.13% | 10.56% | 10.69% |
| 31 | 贝斯凯乳铁蛋白饮液(1件) | 14 | 14 | ¥5,229 | 0.9% | 0.00% | 10.21% | 10.21% |
| 32 | 爱唯爱多种维生素矿物质软胶囊（孕妇乳母）(1件) | 28 | 28 | ¥5,040 | 0.8% | 0.00% | 10.61% | 10.61% |
| 33 | 墨莊七草抗HPV凝胶(2件) | 31 | 62 | ¥4,960 | 0.8% | 25.00% | 7.50% | 32.50% |
| 34 | 倍顿复配酶(1件) | 19 | 19 | ¥4,959 | 0.8% | 0.00% | 9.84% | 9.84% |
| 35 | 贝比滴白蘑菇汁饮液(1件) | 20 | 20 | ¥4,800 | 0.8% | 0.00% | 11.00% | 11.00% |
| 36 | 倍顿水溶性膳食纤维(1件) | 30 | 30 | ¥4,653 | 0.8% | 0.00% | 10.65% | 10.65% |
| 37 | 贝斯凯Fe26饮液(1件) | 23 | 23 | ¥4,623 | 0.8% | 0.00% | 10.04% | 10.04% |
| 38 | 玉竹百合草本膏(2件) | 11 | 22 | ¥4,356 | 0.7% | 25.00% | 7.50% | 32.50% |
| 39 | 益盟谓宝复合益生菌(10件) | 7 | 70 | ¥4,060 | 0.7% | 25.00% | 8.25% | 33.25% |
| 40 | 扶子培元膏(2件) | 17 | 34 | ¥4,012 | 0.7% | 33.82% | 7.28% | 41.10% |
| 41 | 美邦钙宝软胶囊(1件) | 22 | 22 | ¥3,938 | 0.7% | 0.58% | 10.44% | 11.02% |
| 42 | 倍顿焦磷酸铁辅食营养素(1件) | 22 | 22 | ¥3,927 | 0.7% | 0.00% | 11.00% | 11.00% |
| 43 | 儿童脾胃沐浴包(2件) | 40 | 80 | ¥3,840 | 0.6% | 35.62% | 7.08% | 42.71% |
| 44 | 健萃乐益生菌滴液饮品(2件) | 19 | 38 | ¥3,724 | 0.6% | 25.00% | 7.38% | 32.38% |
| 45 | 贝斯凯DHA藻油(1件) | 12 | 12 | ¥3,682 | 0.6% | 2.70% | 10.70% | 13.40% |
| 46 | 佩奇牌钙维生素D咀嚼片(2件) | 23 | 46 | ¥3,680 | 0.6% | 25.00% | 7.53% | 32.53% |
| 47 | 医维他孕妇及乳母营养补充食品-II型(1件) | 10 | 10 | ¥3,502 | 0.6% | 0.00% | 7.90% | 7.90% |
| 48 | 叶黄素酯凝胶糖果(2件) | 14 | 28 | ¥3,304 | 0.6% | 25.00% | 8.25% | 33.25% |
| 49 | 爱唯爱铁维生素C软胶囊(1件) | 18 | 18 | ¥3,240 | 0.5% | 0.00% | 11.00% | 11.00% |
| 50 | 益盟宝复合益生菌(2件) | 16 | 32 | ¥3,072 | 0.5% | 25.00% | 7.73% | 32.73% |
📌 商品集中度洞察：
• TOP 5 商品贡献 18.0% GMV，TOP 10 为 28.9%，集中度适中
• TOP 10 中有 5 个商品补贴率 >25%，需评估这些头部商品的补贴是否带来对应增量
• 464 个动销商品中，大量尾部商品贡献微弱，建议定期清理低效 SKU
九、商品维度 TOP 50（按最新周 GMV，含周环比）
数据周期：W19（最新完整周） ｜ 对比周：W18
| # | 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 |
|---|
| 1 | 倍顿DHA藻油凝胶糖果(1件) | 4 | -33.3% | ¥1,494 | -33.3% | 0.00% | 11.00% | 11.00% |
| 2 | 辅食营养包（小）(2件) | 4 | +100.0% | ¥1,344 | +100.0% | 25.00% | 8.25% | 33.25% |
| 3 | 爱唯爱智DHA藻油软胶囊(1件) | 3 | +0.0% | ¥1,192 | +0.0% | 0.00% | 11.00% | 11.00% |
| 4 | 贝德立克益生菌粉固体饮料（蓝盒）(2件) | 3 | +50.0% | ¥1,188 | +50.0% | 25.00% | 8.25% | 33.25% |
| 5 | 辅食营养包（大）(2件) | 2 | +100.0% | ¥1,072 | +100.0% | 25.00% | 8.25% | 33.25% |
| 6 | 山楂黄精草本膏(2件) | 3 | +50.0% | ¥1,008 | +50.0% | 25.00% | 5.50% | 30.50% |
| 7 | 贝斯凯DHA藻油(1件) | 3 | +50.0% | ¥896 | +50.0% | 0.00% | 11.00% | 11.00% |
| 8 | 贝斯凯蓝莓叶黄素酯饮液(1件) | 4 | +33.3% | ¥894 | +33.3% | 0.00% | 10.00% | 10.00% |
| 9 | 爱唯爱女性抑菌洗液(1件) | 8 | +166.7% | ¥780 | +166.7% | 0.00% | 10.99% | 10.99% |
| 10 | 辅食营养包（小）(2件);澳克罗健DHA藻油（儿童）(1件) | 1 | — | ¥710 | — | 11.84% | 9.70% | 21.54% |
| 11 | 贝斯凯C20饮液(1件) | 3 | -25.0% | ¥603 | -25.0% | 0.00% | 11.00% | 11.00% |
| 12 | γ-氨基丁酸蓝莓牙片糖果（健倍欣）(2件) | 1 | -66.7% | ¥596 | -66.7% | 25.00% | 8.25% | 33.25% |
| 13 | 爱唯爱钙维生素D咀嚼片(1件) | 4 | +0.0% | ¥594 | +0.0% | 0.00% | 10.00% | 10.00% |
| 14 | 山楂内金膏（条装）(2件) | 3 | +200.0% | ¥588 | +200.0% | 25.00% | 8.25% | 33.25% |
| 15 | 首研医用皮肤修复护理膜(2件) | 4 | -20.0% | ¥544 | -20.0% | 25.00% | 8.25% | 33.25% |
| 16 | 儿歌乳糖酶复配乳化剂(1件) | 2 | -33.3% | ¥537 | -33.3% | 0.00% | 10.00% | 10.00% |
| 17 | 倍顿焦磷酸铁辅食营养素(1件) | 3 | +200.0% | ¥536 | +200.0% | 0.00% | 11.00% | 11.00% |
| 18 | 倍顿焦磷酸铁辅食营养素(3件) | 1 | — | ¥536 | — | 0.00% | 11.00% | 11.00% |
| 19 | 敏利停(2件) | 2 | +100.0% | ¥480 | +100.0% | 25.00% | 8.25% | 33.25% |
| 20 | 佩奇牌钙维生素D咀嚼片(2件) | 3 | +200.0% | ¥480 | +200.0% | 25.00% | 5.50% | 30.50% |
| 21 | 京儿钙-海藻钙凝胶糖果(2件) | 2 | -33.3% | ¥392 | -33.3% | 25.00% | 8.25% | 33.25% |
| 22 | 健萃乐益生菌滴液饮品(2件) | 2 | — | ¥392 | — | 25.00% | 8.25% | 33.25% |
| 23 | 澳克罗健DHA藻油（儿童）(1件) | 1 | — | ¥374 | — | 0.00% | 11.00% | 11.00% |
| 24 | 爱唯爱铁维生素C软胶囊(1件) | 2 | +100.0% | ¥360 | +100.0% | 0.00% | 11.00% | 11.00% |
| 25 | 美邦钙宝软胶囊(2件) | 1 | — | ¥358 | — | 0.00% | 11.00% | 11.00% |
| 26 | 首研医用皮肤修复护理膜(1件) | 5 | +66.7% | ¥340 | +66.7% | 0.00% | 11.00% | 11.00% |
| 27 | 墨莊七草抗HPV凝胶(2件) | 2 | +100.0% | ¥320 | +100.0% | 25.00% | 7.50% | 32.50% |
| 28 | 儿歌安润(1件) | 2 | +0.0% | ¥297 | +0.0% | 0.00% | 11.00% | 11.00% |
| 29 | 扶子培元膏300g(2件) | 1 | -50.0% | ¥276 | -50.0% | 25.00% | 8.25% | 33.25% |
| 30 | 茯湿膏（300g）(2件) | 1 | -50.0% | ¥276 | -50.0% | 25.00% | 8.25% | 33.25% |
| 31 | 贝斯凯舒畅复合益生菌饮液(1件) | 1 | — | ¥268 | — | 0.00% | 11.00% | 11.00% |
| 32 | 倍顿甘氨酸锌&葡萄糖酸锌(复配营养强化剂)(1件) | 1 | — | ¥261 | — | 0.00% | 11.00% | 11.00% |
| 33 | 倍顿益生菌粉(1件) | 1 | — | ¥261 | — | 0.00% | 11.00% | 11.00% |
| 34 | 益丽妩妍女性外用复合乳酸菌片（原益丽康外用乳酸菌保健片）(2件) | 1 | +0.0% | ¥260 | +0.0% | 25.00% | 8.25% | 33.25% |
| 35 | 希乐维桑葚菠菜红枣压片糖果(1件) | 1 | -50.0% | ¥255 | -50.0% | 0.00% | 10.00% | 10.00% |
| 36 | 柇泰导光凝胶鼻部型(2件) | 1 | — | ¥240 | — | 0.00% | 11.00% | 11.00% |
| 37 | 贝比滴白蘑菇汁D3饮液(1件) | 1 | -66.7% | ¥240 | -66.7% | 0.00% | 11.00% | 11.00% |
| 38 | 首研医用皮肤修复护理膜(1件);澳倍健山楂鸡内金多肽（婴幼儿童）(1件) | 1 | — | ¥238 | — | 25.00% | 8.25% | 33.25% |
| 39 | 氨糖软骨素补骨脂胶囊(2件) | 1 | — | ¥236 | — | 0.00% | 9.00% | 9.00% |
| 40 | 益盟谓宝复合益生菌(2件) | 2 | +100.0% | ¥232 | +100.0% | 25.00% | 8.25% | 33.25% |
| 41 | 澳克罗健C20海藻（钙滴剂）(1件) | 1 | — | ¥228 | — | 0.00% | 11.00% | 11.00% |
| 42 | 蓝莓舒柑膏(2件) | 1 | — | ¥216 | — | 25.00% | 8.25% | 33.25% |
| 43 | 【家用电器】小熊电饼铛电煎锅不粘锅煎烙炸煮电火锅DBC-D12C1温度可调(黄色)(1件) | 1 | — | ¥215 | — | 0.00% | 0.00% | 0.00% |
| 44 | 贝斯凯阳光复合压片糖果(1件) | 1 | — | ¥201 | — | 0.00% | 11.00% | 11.00% |
| 45 | 贝德立克益生菌粉固体饮料（蓝盒）(1件) | 1 | — | ¥198 | — | 0.00% | 11.00% | 11.00% |
| 46 | 活性叶酸营养素片(1件) | 1 | — | ¥198 | — | 0.00% | 11.00% | 11.00% |
| 47 | 京儿多种维生素锌软胶囊(2件) | 1 | +0.0% | ¥196 | +0.0% | 25.00% | 8.25% | 33.25% |
| 48 | 儿童感冒沐浴包(2件) | 2 | +100.0% | ¥192 | +100.0% | 25.00% | 8.25% | 33.25% |
| 49 | 爱唯爱多种维生素矿物质软胶囊（孕妇乳母）(1件) | 1 | +0.0% | ¥180 | +0.0% | 0.00% | 11.00% | 11.00% |
| 50 | 美邦钙宝软胶囊(1件) | 1 | -50.0% | ¥179 | -50.0% | 0.00% | 11.00% | 11.00% |
📌 周度商品趋势洞察（W19 vs W18）：
• 16 个商品增长，11 个下降，17 个新上榜
• 涨幅最大的是辅食营养包（小）(2件)（+100%）；跌幅最大的是γ-氨基丁酸蓝莓牙片糖果（健倍（-67%）
• 建议对周环比下滑 >30% 的头部商品做归因排查，判断是自然波动还是竞品/促销挤压
十、分销体系分析
8.1 分销覆盖
| 指标 | 数值 | 占比 |
|---|
| 有分销员订单 | 2,425 | 90.2% |
| 无分销员订单 | 264 | 9.8% |
| 有分销员GMV | ¥560,953 | 94.0% |
| 无分销员GMV | ¥35,627 | 6.0% |
8.2 分销员概况
| 指标 | 数值 |
|---|
| 活跃分销员数 | 186 |
| 分销员贡献GMV | ¥560,953 |
| 分销员贡献GMV占比 | 94.0% |
| 分销员总佣金 | ¥53,380 |
| 人均产出GMV | ¥3,016 |
| 人均佣金 | ¥287 |
8.3 分销员 TOP 20（按 GMV）
| # | 分销员 | 订单数 | GMV | 佣金 | 佣金率 | 服务客户数 | 人均产出 |
|---|
| 1 | 袁峰——城阳正阳路 | 153 | ¥42,503 | ¥4,122 | 9.70% | 98 | ¥434 |
| 2 | 刘力杰 | 166 | ¥40,855 | ¥3,986 | 9.76% | 95 | ¥430 |
| 3 | 鲁彦非 | 134 | ¥27,302 | ¥2,139 | 7.83% | 83 | ¥329 |
| 4 | 赵瑾 | 109 | ¥21,322 | ¥2,154 | 10.10% | 81 | ¥263 |
| 5 | 赵芳芳 | 95 | ¥20,582 | ¥2,067 | 10.04% | 67 | ¥307 |
| 6 | 刘老师17685765632 | 63 | ¥18,718 | ¥1,946 | 10.39% | 47 | ¥398 |
| 7 | 夏卓莉 | 78 | ¥17,358 | ¥1,653 | 9.52% | 56 | ¥310 |
| 8 | 杨凤玲 | 60 | ¥17,022 | ¥1,596 | 9.38% | 46 | ¥370 |
| 9 | 李亚芹 | 92 | ¥16,764 | ¥1,643 | 9.80% | 63 | ¥266 |
| 10 | 曹文慧 | 55 | ¥15,378 | ¥1,554 | 10.11% | 38 | ¥405 |
| 11 | 韩英 | 43 | ¥12,354 | ¥1,245 | 10.08% | 26 | ¥475 |
| 12 | 王巧玉-长江中心 | 50 | ¥11,612 | ¥1,163 | 10.02% | 36 | ¥323 |
| 13 | 林琼花 | 45 | ¥11,216 | ¥1,167 | 10.40% | 39 | ¥288 |
| 14 | 刘淑贤 | 50 | ¥11,160 | ¥1,096 | 9.82% | 33 | ¥338 |
| 15 | 李媛媛 | 61 | ¥11,066 | ¥1,005 | 9.08% | 41 | ¥270 |
| 16 | 杨国宏 | 40 | ¥10,028 | ¥856 | 8.54% | 26 | ¥386 |
| 17 | 牛晓慧 | 43 | ¥9,495 | ¥996 | 10.49% | 32 | ¥297 |
| 18 | 余喜茹 | 48 | ¥9,390 | ¥879 | 9.36% | 31 | ¥303 |
| 19 | 张献芝 | 23 | ¥8,453 | ¥835 | 9.87% | 10 | ¥845 |
| 20 | 高畅-永平 | 34 | ¥8,429 | ¥852 | 10.10% | 24 | ¥351 |
Top5 分销员GMV占比 27.2%，Top10 占比 42.4%。
8.4 分销员 TOP 20（按最新周 GMV，含周环比）
数据周期：W19（最新完整周） ｜ 对比周：W18
| # | 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 | 杨凤玲 | 7 | +133.3% | ¥2,711 | +384.1% | ¥244 | 9.01% | 6 |
| 2 | 刘力杰 | 5 | -37.5% | ¥1,730 | -24.0% | ¥155 | 8.98% | 5 |
| 3 | 袁峰——城阳正阳路 | 7 | -36.4% | ¥1,516 | -56.2% | ¥152 | 10.00% | 7 |
| 4 | 鲁彦非 | 7 | +16.7% | ¥1,272 | -8.6% | ¥105 | 8.25% | 6 |
| 5 | 李亚芹 | 8 | +100.0% | ¥1,270 | +79.3% | ¥118 | 9.30% | 7 |
| 6 | 赵瑾 | 6 | +100.0% | ¥1,122 | +117.7% | ¥113 | 10.08% | 5 |
| 7 | 展焕坤 | 2 | — | ¥1,106 | — | ¥101 | 9.18% | 2 |
| 8 | 林琼花 | 5 | +0.0% | ¥1,064 | -29.7% | ¥115 | 10.86% | 4 |
| 9 | 徐晓伟 | 3 | — | ¥1,050 | — | ¥113 | 10.76% | 3 |
| 10 | 刘老师17685765632 | 2 | -33.3% | ¥909 | +35.0% | ¥100 | 11.00% | 2 |
| 11 | 曹文慧 | 3 | +50.0% | ¥753 | +23.5% | ¥83 | 11.00% | 3 |
| 12 | 韩英 | 3 | +50.0% | ¥717 | +99.7% | ¥79 | 11.00% | 3 |
| 13 | 高畅-永平 | 3 | +50.0% | ¥675 | +29.3% | ¥74 | 11.00% | 3 |
| 14 | 赵芳芳 | 4 | +100.0% | ¥615 | +65.3% | ¥61 | 9.86% | 4 |
| 15 | 任爱花 | 3 | +0.0% | ¥598 | -17.7% | ¥52 | 8.70% | 2 |
| 16 | 李宁 | 1 | +0.0% | ¥396 | +97.0% | ¥33 | 8.25% | 1 |
| 17 | 牛晓慧 | 2 | +0.0% | ¥366 | -19.4% | ¥40 | 11.00% | 2 |
| 18 | 王亚光 | 2 | — | ¥350 | — | ¥37 | 10.58% | 1 |
| 19 | 徐桂华 | 2 | +100.0% | ¥348 | -36.3% | ¥38 | 11.00% | 2 |
| 20 | 陈梦 | 1 | — | ¥336 | — | ¥28 | 8.25% | 1 |
📌 分销体系洞察：
• 分销订单覆盖 90.2%，分销员贡献 GMV 94.0%，分销已是核心渠道
• TOP 3 分销员集中度 19.7%，结构相对健康，但仍有集中风险
• 人均产出 3016 元，建议对产出低于中位数的分销员做专项激活
十一、客户行为分析
9.1 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 | 343 | 18.7% | ¥25,285 | ¥74 |
| 100-200元 | 359 | 19.6% | ¥57,217 | ¥159 |
| 200-500元 | 825 | 45.0% | ¥256,797 | ¥311 |
| 500-1000元 | 244 | 13.3% | ¥164,563 | ¥674 |
| 1000-2000元 | 58 | 3.2% | ¥76,144 | ¥1,313 |
| 2000-5000元 | 6 | 0.3% | ¥16,574 | ¥2,762 |
| 5000元以上 | 0 | 0.0% | ¥0 | ¥0 |
9.2 购买频次分布
| 层级 | 客户数 | 占比 |
|---|
| 新客（1次） | 1,345 | 73.3% |
| 轻度复购（2-3次） | 413 | 22.5% |
| 中度复购（4-5次） | 53 | 2.9% |
| 高度复购（6-10次） | 19 | 1.0% |
| 超级用户（10+次） | 5 | 0.3% |
9.3 复购客户 vs 新客 对比
| 指标 | 复购客户 | 新客 | 差距 |
|---|
| 客户数 | 490 | 1,345 | — |
| GMV | ¥300,391 | ¥296,189 | — |
| 人均消费 | ¥613 | ¥220 | 复购客户是新客的 2.8x |
9.4 Top 10 消费客户
| # | 客户手机号 | 总消费 | 购买次数 |
|---|
| 1 | 132****5886 | ¥3,855 | 11次 |
| 2 | 137****2080 | ¥3,271 | 15次 |
| 3 | 156****7592 | ¥2,933 | 6次 |
| 4 | 150****7962 | ¥2,287 | 8次 |
| 5 | 156****0605 | ¥2,196 | 8次 |
| 6 | 186****2466 | ¥2,032 | 6次 |
| 7 | 157****7177 | ¥1,964 | 4次 |
| 8 | 186****7299 | ¥1,893 | 7次 |
| 9 | 153****4297 | ¥1,881 | 5次 |
| 10 | 132****2081 | ¥1,871 | 6次 |
📌 客户行为洞察：
• 复购客户 490 人（26.7%），人均消费是新客的 2.8x，复购客户价值显著更高
• 仅购1次的客户 1345 人（73.3%），提升首购转复购是最大的 ROI 杠杆
• 消费 ≥¥500 的高价值客户 308 人，贡献 ¥257,281（43.1%），建议建立 VIP 维护机制
十二、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 |
|---|
| 甘益膏(3件) | 1 | ¥384 | 50.00% | 5.50% | 55.50% | ¥213 |
| 儿童脾胃沐浴包(6件) | 1 | ¥288 | 50.00% | 5.50% | 55.50% | ¥160 |
| 草本湿寒药浴包(4件) | 1 | ¥192 | 50.00% | 5.50% | 55.50% | ¥107 |
| 扶子培元膏(4件) | 1 | ¥472 | 50.00% | 5.50% | 55.50% | ¥262 |
| 红枣枸杞姜茶(2件) | 1 | ¥116 | 50.00% | 5.50% | 55.50% | ¥64 |
| 儿童感冒沐浴包(4件) | 3 | ¥576 | 41.67% | 6.42% | 48.08% | ¥277 |
| 秋梨枇杷罗汉果茶(2件) | 2 | ¥232 | 37.50% | 6.87% | 44.38% | ¥103 |
| 草本逐瘀药浴包(草本逐瘀药浴包)(2件) | 2 | ¥192 | 37.50% | 6.87% | 44.38% | ¥85 |
| 儿童脾胃沐浴包(2件) | 40 | ¥3,840 | 35.62% | 7.08% | 42.71% | ¥1,640 |
| 山楂黄精草本膏(2件);扶子培元膏(2件) | 1 | ¥572 | 35.31% | 7.12% | 42.43% | ¥243 |
| 扶子培元膏(2件) | 17 | ¥4,012 | 33.82% | 7.28% | 41.10% | ¥1,649 |
| 草本鼻舒药浴包(1件);草本湿寒药浴包(2件) | 1 | ¥144 | 33.33% | 7.33% | 40.67% | ¥59 |
| 儿童脾胃沐浴包(2件);草本鼻舒药浴包(1件) | 1 | ¥144 | 33.33% | 7.33% | 40.67% | ¥59 |
| 儿童感冒沐浴包(2件) | 67 | ¥6,432 | 33.58% | 7.06% | 40.64% | ¥2,614 |
| 敏利停(3件) | 6 | ¥2,160 | 33.00% | 7.37% | 40.37% | ¥872 |
| 爱唯爱女性抑菌洗液(3件) | 1 | ¥390 | 33.00% | 7.37% | 40.37% | ¥157 |
| 佩奇牌钙维生素D咀嚼片(3件) | 4 | ¥960 | 33.00% | 7.37% | 40.37% | ¥388 |
| 儿童黄疸沐浴包(2件) | 2 | ¥192 | 37.50% | 2.75% | 40.25% | ¥77 |
| 草本湿寒药浴包(2件);茯湿膏（300g）(2件) | 1 | ¥372 | 31.45% | 7.54% | 38.99% | ¥145 |
| 首研医用皮肤修复护理膜(3件) | 9 | ¥1,836 | 31.19% | 7.57% | 38.75% | ¥712 |
共 115 个商品补贴率超过30%，补贴成本合计 ¥79,974，占全部补贴成本的 67.2%。
十三、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 |
|---|
| 贝斯凯C20饮液(1件) | 111 | ¥22,311 | 0.00% | 10.31% | 10.31% | 3.7% |
| 倍顿DHA藻油凝胶糖果(1件) | 56 | ¥20,916 | 0.00% | 10.80% | 10.80% | 3.5% |
| 贝斯凯DHA藻油（新）(1件) | 63 | ¥19,104 | 0.52% | 10.94% | 11.46% | 3.2% |
| 贝斯凯蓝莓叶黄素酯饮液(1件) | 58 | ¥12,963 | 0.00% | 9.31% | 9.31% | 2.2% |
| 爱唯爱 DHA藻油AIgalOil(1件) | 32 | ¥12,720 | 0.00% | 10.31% | 10.31% | 2.1% |
| 倍顿妙可高钙(1件) | 44 | ¥8,032 | 0.00% | 11.00% | 11.00% | 1.3% |
| 希乐维桑葚菠菜红枣压片糖果(1件) | 31 | ¥7,905 | 0.00% | 9.68% | 9.68% | 1.3% |
| 儿歌乳糖酶复配乳化剂(1件) | 27 | ¥7,250 | 0.00% | 9.63% | 9.63% | 1.2% |
| 儿歌安黄(1件) | 30 | ¥6,780 | 1.10% | 10.51% | 11.61% | 1.1% |
| 澳克罗健 DHA藻油(1件) | 16 | ¥6,723 | 0.00% | 11.00% | 11.00% | 1.1% |
| 爱唯爱女性抑菌洗液(1件) | 66 | ¥6,435 | 0.00% | 10.33% | 10.33% | 1.1% |
| 澳克罗健C20海藻（钙滴剂）(1件) | 26 | ¥5,923 | 0.00% | 11.00% | 11.00% | 1.0% |
| 爱唯爱智DHA藻油软胶囊(1件) | 14 | ¥5,565 | 0.00% | 10.21% | 10.21% | 0.9% |
| 贝斯凯Z30饮液(1件) | 27 | ¥5,427 | 0.00% | 10.19% | 10.19% | 0.9% |
| 爱唯爱钙维生素D咀嚼片 (孕妇乳母)(1件) | 36 | ¥5,346 | 0.00% | 9.17% | 9.17% | 0.9% |
| 首研医用皮肤修复护理膜(1件) | 78 | ¥5,304 | 0.13% | 10.56% | 10.69% | 0.9% |
| 贝斯凯乳铁蛋白饮液(1件) | 14 | ¥5,229 | 0.00% | 10.21% | 10.21% | 0.9% |
| 爱唯爱多种维生素矿物质软胶囊（孕妇乳母）(1件) | 28 | ¥5,040 | 0.00% | 10.61% | 10.61% | 0.8% |
| 倍顿复配酶(1件) | 19 | ¥4,959 | 0.00% | 9.84% | 9.84% | 0.8% |
| 贝比滴白蘑菇汁饮液(1件) | 20 | ¥4,800 | 0.00% | 11.00% | 11.00% | 0.8% |
共 62 个商品补贴率低于12%，GMV合计 ¥261,750，占总GMV的 43.9%。
十四、核心结论
📌 关键发现：
1. 订单量下降：1-4月仅2,689笔有效订单，按此推算全年约8,067笔，远低于2025年的10,906笔
2. 补贴率下降：总补贴率19.94%，较2025年22.95%下降3.01个百分点
3. 复购率下降：26.70% vs 2025年36.33%，下降9.63个百分点，需重点关注
4. 客单价上升：¥197 vs 2025年¥196，上升1元
5. 商品集中度提升：TOP 10占比28.9%，较2025年26.28%上升
6. 复购客户价值显著：复购客户人均消费 ¥613，是新客的 2.8x