（行业确认）2023年天猫商家gmv考核标准

中位数、供给、招商参考,,,,,,,,,,"老商家考核标准

","老商家

汰换效果预测

2021.9.1~2022.8.31累计GMV,用来制定2023年度商家考核，仅供参考大盘本年度情况。",,,,,,,,,,,,,,,,,当前的考核标准，供参考。,,,,,店铺综合体验分（NPS），商策会统一调整，当前仅供参考。,,行业

天猫经营大类,一级类目,二级类目,建议考核值,,"供给判断

2021.9-2022.8日均",,,招商数量,,"老商家：

正式考核期店铺销售额目标（元）（≥）","2021.9-2022.8该类目商家总数和GMV

单位:万",,汰换商家数量,月均低于1万商家数,汰换gmv总和,汰换数量占比,汰换gmv占比,原考核标准,原标准汰换商家,,,,,新商家：试考期店铺销售额目标（元）（≥）,,,,"老商家：

正式考核期店铺销售额目标（元）（≥）",新商家：试考期店铺销售额目标（元）（≥）,,,,店铺综合体验分,,

,,,前12个月中位数,60%中位数,流量同比,有效商品数同比,"供给判断

（流量-供给）",招商数量,同比,12个月累计销售额目标,商家总数,GMV,,,,,,12个月累计销售额目标,汰换数量,汰换比例,汰换GMV总和,数量差异,GMV差异,"第1至3个月

累计销售额目标","第1至6个月

累计销售额目标","第1至9个月

累计销售额目标",第1至12个月累计销售额目标,12个月累计销售额目标,第1至3个月累计销售额目标,第1至6个月累计销售额目标,第1至9个月累计销售额目标,第1至12个月累计销售额目标,店铺综合体验分目标（≥）,累计不符合店铺综合体验分目标的月数（＜）,

化妆品(含美容工具),彩妆/香水/美妆工具,,"1,033,272","619,963",-11%,25%,-36%,240,-63%,"600,000","1,850","2,850,802",326,40,"11,181",17.62%,0.39%,"1,000,000",660,36%,"38,959",334,"27,778",,,,,"1,000,000","3,000","80,000","160,000","400,000",2.7,＜5,作庆

,美发护发/假发,,"980,537","588,322",7%,34%,-28%,168,-68%,"600,000","1,284","950,863",363,29,"13,401",28.27%,1.41%,"600,000",,,,,,,,,,"600,000","6,000","90,000","198,000","300,000",2.4,＜6,作庆

,美容护肤/美体/精油,美容服务,"113,337","68,002",89%,-29%,118%,2,-60%,不考核,12,366,0,4,0,0.00%,0.00%,不考核,,,,,,,,,,不考核,不考核,不考核,不考核,不考核,不考核,不考核,作庆

,,其他二级类目,"966,745","580,047",9%,20%,-11%,627,-60%,"550,000","4,361","9,875,532",869,180,"24,667",19.93%,0.25%,"1,000,000","1,625",37%,"84,667",756,"60,000",,,,,"1,000,000","3,000","75,000","200,000","500,000",2.4,＜6,作庆

,美容美体仪器,口腔电子/智能产品,"780,896","468,538",-13%,21%,-34%,52,-48%,"450,000",293,"298,598",63,6,"1,777",21.50%,0.60%,"800,000",,,,,,,,,,"800,000","6,000","90,000","180,000","400,000",2.4,＜6,作庆

,,其他二级类目,"985,130","591,078",4%,12%,-8%,51,-49%,"600,000",384,"698,731",79,8,"2,813",20.57%,0.40%,"800,000",116,30%,"5,411",37,"2,598",,,,,"800,000","6,000","90,000","180,000","400,000",2.4,＜6,作庆

家装家具家纺,鲜花速递/花卉仿真/绿植园艺,,"877,180","526,308",-14%,-4%,-10%,217,-58%,"500,000","2,330","522,677.00",392,17,"13,828",16.82%,2.65%,"600,000",608,26%,"25,673",216,"11,845",,,,,"600,000","3,000","36,000","99,000","300,000",2,＜6,作庆

居家日用,家庭/个人清洁工具,家务/地板清洁用具,"1,101,949","661,170",-4%,59%,-63%,100,-63%,"550,000","1,371","712,867",341,11,"13,461",25.53%,1.94%,"550,000",,,,,,,,,,"550,000","1,500","41,250","110,000","275,000",2.4,＜6,作庆

,,个人洗护清洁用具,"989,415","593,649",0%,0%,0%,9,-93%,"600,000",616,"185,351",219,5,"8,790",35.55%,4.74%,"600,000",,,,,,,,,,"600,000","1,500","45,000","120,000","300,000",2.4,＜6,作庆

,,男士理容工具,"1,292,147","775,288",0%,0%,0%,4,0%,"600,000",72,"66,806",17,1,654,23.61%,0.98%,"600,000",,,,,,,,,,"600,000","1,500","45,000","120,000","300,000",2.4,＜6,作庆

,,其他二级类目,"1,120,749","672,449",-1%,57%,-58%,,-71%,"500,000",967,"525,104",174,4,"6,180",17.99%,1.18%,"500,000",,,,,,,,,,"500,000","1,500","37,500","100,000","250,000",2.4,＜6,作庆

,洗护清洁剂/卫生巾/纸/香薰,个护服务,"221,860","133,116",-38%,-46%,8%,3,,不考核,5,162,0,0,0,0,0,不考核,,,,,,,,,,不考核,不考核,不考核,不考核,不考核,不考核,不考核,作庆

,,面膜/眼膜,"856,844","514,106",0%,0%,0%,,,"1,000,000",1,86.00,1,0,86,100.00%,100.00%,"1,000,000",,,,,,,,,,"1,000,000","1,500","75,000","200,000","500,000",2.4,＜6,作庆

,,面部清洁/护理,"1,295,081","777,049",17%,23%,-6%,,,"800,000",21,"5,859",6,1,186,28.57%,3.17%,"1,000,000",8,38%,349,2,163,,,,,"1,000,000","1,500","75,000","200,000","500,000",2.4,＜6,作庆

,,香薰用品,"904,200","542,520",8%,62%,-54%,45,-58%,"500,000",394,"140,328",144,1,"4,712",36.55%,3.36%,"500,000",,,,,,,,,,"500,000","1,500","37,500","100,000","250,000",2.2,＜6,作庆

,,室内除臭/芳香用品,"718,102","430,861",6%,73%,-67%,91,,"400,000",275,"114,464",61,7,"1,663",22.18%,1.45%,"500,000",91,33%,"2,989",30,"1,326",,,,,"500,000","1,500","37,500","100,000","250,000",2.2,＜6,作庆

,,卫生巾/私处护理,"819,081","491,448",17%,12%,5%,31,-72%,"400,000",357,"653,310",91,5,"2,654",25.49%,0.41%,"600,000",138,39%,"4,946",47,"2,292",,,,,"600,000","6,000","45,000","120,000","300,000",2.4,＜6,作庆

,,口腔护理,"786,319","471,791",-4%,18%,-21%,64,-70%,"400,000",612,"421,494",146,3,"4,203",23.86%,1.00%,"600,000",224,37%,"7,940",78,"3,737",,,,,"600,000","6,000","60,000","180,000","300,000",2.4,＜6,作庆

,,头发清洁/护理/造型,"1,256,931","754,158",24%,30%,-6%,,,"800,000",198,"178,122",51,12,"2,287",37.37%,2.20%,"600,000",,,,,,,,,,"600,000","6,000","60,000","180,000","300,000",2.4,＜6,作庆

,,身体护理,"652,060","391,236",5%,17%,-11%,22,-83%,"400,000",218,"83,756",44,1,"1,348",20.18%,1.61%,"600,000",82,38%,3286,38,"1,938",,,,,"600,000","6,000","60,000","180,000","300,000",2.4,＜6,作庆

,,身体清洁,"934,475","560,685",-4%,17%,-20%,,,"600,000",268,"187,974",90,1,"3,554",33.58%,1.89%,"600,000",,,,,,,,,,"600,000","6,000","60,000","180,000","300,000",2.4,＜6,作庆

,,纸品/湿巾,"988,331","592,998",-2%,13%,-14%,74,-62%,"600,000",702,"660,800",171,5,"6,408",24.36%,0.97%,"750,000",257,37%,"12,049",86,"5,641",,,,,"750,000","1,500","56,250","150,000","375,000",2.2,＜6,作庆

,,衣物清洁剂/护理剂,"882,775","529,665",11%,38%,-27%,87,-37%,"500,000",525,"524,970",103,10,"3,284",19.62%,0.63%,"750,000",178,34%,"7,897",75,"4,613",,,,,"750,000","1,500","56,250","150,000","375,000",2.2,＜6,作庆

,,其他二级类目,"830,519","498,311",4%,28%,-24%,182,-65%,"450,000","1,293","708,181",280,14,"8,882",21.66%,1.25%,"550,000",434,34%,"16,598",154,"7,716",,,,,"550,000","1,500","41,250","110,000","275,000",2.2,＜6,作庆

母婴,文具电教/文化用品/商务用品,,"923,964","554,379",6%,33%,-27%,546,-61%,"300,000","6,560","2,222,378",491,36,"11,142",7.48%,0.50%,"300,000",,,,,,,,,,"300,000","3,000","30,000","60,000","150,000",,,

,奶粉/辅食/营养品/零食,,"972,406","583,444",20%,0%,20%,78,-55%,"300,000",763,"799,353",120,38,"1,914",15.73%,0.24%,"300,000",,,,,,,,,,"300,000","3,000","30,000","60,000","150,000",2.3,＜6,作庆

,童装/婴儿装/亲子装,,"870,918","522,551",-5%,7%,-12%,482,-61%,"300,000","7,363","3,299,197",639,143,"11,692",8.68%,0.35%,"300,000",,,,,,,,,,"300,000","3,000","30,000","60,000","150,000",2.1,＜6,作庆

,童鞋/婴儿鞋/亲子鞋,,"972,068","583,241",-4%,6%,-10%,103,-38%,"300,000","1,706","763,021.00",145,32,"2,665",8.50%,0.35%,"300,000",,,,,,,,,,"300,000","3,000","30,000","60,000","150,000",2.1,＜6,作庆

,孕妇装/孕产妇用品/营养,,"1,056,368","633,821",-12%,-20%,8%,48,-57%,"300,000","1,142","759,165.00",112,30,"1,856",9.81%,0.24%,"300,000",,,,,,,,,,"300,000","3,000","30,000","60,000","150,000",2.3,＜6,作庆

母婴,婴童用品,儿童床品（原床上用品）,"406,369","243,822",0%,0%,0%,,,"500,000",8,778,2,0,53,25.00%,6.81%,"500,000",,,,,,,,,,"500,000","3,