7月13日经营分析报告

Executive Summary

整体经营稳健。 6 家门店共完成 2,299 单，实现收入 6.50 万元，修正后净毛利 0.86 万元，修正后净毛利率 13.2%。
张家界店同时领先规模与利润质量。 收入 1.55 万元、修正后净毛利率 17.6%，是当日最强门店。
南京迈皋桥需要优先复盘。 收入位列第三，但修正后净毛利率仅 7.2%，明显低于整体水平。
渠道利润结构分化。 美团修正后净毛利率 16.7%，高于淘宝的 9.5%；淘宝虽贡献最多收入，但利润转化偏弱。

Source: 秒界后台导出 · 日维度经营分析.xlsxTable: operating_analysis

将后台导出的 20 条门店×渠道记录汇总为整体、门店和渠道三个分析层级

WITH base AS (SELECT * FROM operating_analysis WHERE 日期 = '2026-07-13'), store_summary AS (SELECT 'store' AS grain, 门店名称 AS name, SUM(订单量) AS orders, SUM(收入) AS revenue, SUM(实付) AS paid, SUM(修正后净毛利) AS adjusted_profit, SUM(修正后净毛利) / NULLIF(SUM(收入), 0) AS adjusted_margin, SUM(推广费) AS promotion_cost, SUM(配送成本) AS delivery_cost, SUM(收入) / NULLIF(SUM(订单量), 0) AS revenue_per_order FROM base GROUP BY 门店名称), channel_summary AS (SELECT 'channel' AS grain, 渠道 AS name, SUM(订单量) AS orders, SUM(收入) AS revenue, SUM(实付) AS paid, SUM(修正后净毛利) AS adjusted_profit, SUM(修正后净毛利) / NULLIF(SUM(收入), 0) AS adjusted_margin, SUM(推广费) AS promotion_cost, SUM(配送成本) AS delivery_cost, SUM(收入) / NULLIF(SUM(订单量), 0) AS revenue_per_order FROM base GROUP BY 渠道), headline AS (SELECT 'headline' AS grain, '全部门店' AS name, SUM(订单量) AS orders, SUM(收入) AS revenue, SUM(实付) AS paid, SUM(修正后净毛利) AS adjusted_profit, SUM(修正后净毛利) / NULLIF(SUM(收入), 0) AS adjusted_margin, SUM(推广费) AS promotion_cost, SUM(配送成本) AS delivery_cost, SUM(收入) / NULLIF(SUM(订单量), 0) AS revenue_per_order FROM base) SELECT * FROM headline UNION ALL SELECT * FROM store_summary UNION ALL SELECT * FROM channel_summary;

订单量

2,299

当日所有门店与渠道的订单合计

当日所有门店与渠道的订单合计Source: 秒界后台导出 · 日维度经营分析.xlsxTable: operating_analysis

将后台导出的 20 条门店×渠道记录汇总为整体、门店和渠道三个分析层级

WITH base AS (SELECT * FROM operating_analysis WHERE 日期 = '2026-07-13'), store_summary AS (SELECT 'store' AS grain, 门店名称 AS name, SUM(订单量) AS orders, SUM(收入) AS revenue, SUM(实付) AS paid, SUM(修正后净毛利) AS adjusted_profit, SUM(修正后净毛利) / NULLIF(SUM(收入), 0) AS adjusted_margin, SUM(推广费) AS promotion_cost, SUM(配送成本) AS delivery_cost, SUM(收入) / NULLIF(SUM(订单量), 0) AS revenue_per_order FROM base GROUP BY 门店名称), channel_summary AS (SELECT 'channel' AS grain, 渠道 AS name, SUM(订单量) AS orders, SUM(收入) AS revenue, SUM(实付) AS paid, SUM(修正后净毛利) AS adjusted_profit, SUM(修正后净毛利) / NULLIF(SUM(收入), 0) AS adjusted_margin, SUM(推广费) AS promotion_cost, SUM(配送成本) AS delivery_cost, SUM(收入) / NULLIF(SUM(订单量), 0) AS revenue_per_order FROM base GROUP BY 渠道), headline AS (SELECT 'headline' AS grain, '全部门店' AS name, SUM(订单量) AS orders, SUM(收入) AS revenue, SUM(实付) AS paid, SUM(修正后净毛利) AS adjusted_profit, SUM(修正后净毛利) / NULLIF(SUM(收入), 0) AS adjusted_margin, SUM(推广费) AS promotion_cost, SUM(配送成本) AS delivery_cost, SUM(收入) / NULLIF(SUM(订单量), 0) AS revenue_per_order FROM base) SELECT * FROM headline UNION ALL SELECT * FROM store_summary UNION ALL SELECT * FROM channel_summary;

收入

$64.97K

当日经营收入合计

当日经营收入合计Source: 秒界后台导出 · 日维度经营分析.xlsxTable: operating_analysis

将后台导出的 20 条门店×渠道记录汇总为整体、门店和渠道三个分析层级

WITH base AS (SELECT * FROM operating_analysis WHERE 日期 = '2026-07-13'), store_summary AS (SELECT 'store' AS grain, 门店名称 AS name, SUM(订单量) AS orders, SUM(收入) AS revenue, SUM(实付) AS paid, SUM(修正后净毛利) AS adjusted_profit, SUM(修正后净毛利) / NULLIF(SUM(收入), 0) AS adjusted_margin, SUM(推广费) AS promotion_cost, SUM(配送成本) AS delivery_cost, SUM(收入) / NULLIF(SUM(订单量), 0) AS revenue_per_order FROM base GROUP BY 门店名称), channel_summary AS (SELECT 'channel' AS grain, 渠道 AS name, SUM(订单量) AS orders, SUM(收入) AS revenue, SUM(实付) AS paid, SUM(修正后净毛利) AS adjusted_profit, SUM(修正后净毛利) / NULLIF(SUM(收入), 0) AS adjusted_margin, SUM(推广费) AS promotion_cost, SUM(配送成本) AS delivery_cost, SUM(收入) / NULLIF(SUM(订单量), 0) AS revenue_per_order FROM base GROUP BY 渠道), headline AS (SELECT 'headline' AS grain, '全部门店' AS name, SUM(订单量) AS orders, SUM(收入) AS revenue, SUM(实付) AS paid, SUM(修正后净毛利) AS adjusted_profit, SUM(修正后净毛利) / NULLIF(SUM(收入), 0) AS adjusted_margin, SUM(推广费) AS promotion_cost, SUM(配送成本) AS delivery_cost, SUM(收入) / NULLIF(SUM(订单量), 0) AS revenue_per_order FROM base) SELECT * FROM headline UNION ALL SELECT * FROM store_summary UNION ALL SELECT * FROM channel_summary;

单均收入

$28.26

总收入除以总订单量

总收入除以总订单量Source: 秒界后台导出 · 日维度经营分析.xlsxTable: operating_analysis

将后台导出的 20 条门店×渠道记录汇总为整体、门店和渠道三个分析层级

WITH base AS (SELECT * FROM operating_analysis WHERE 日期 = '2026-07-13'), store_summary AS (SELECT 'store' AS grain, 门店名称 AS name, SUM(订单量) AS orders, SUM(收入) AS revenue, SUM(实付) AS paid, SUM(修正后净毛利) AS adjusted_profit, SUM(修正后净毛利) / NULLIF(SUM(收入), 0) AS adjusted_margin, SUM(推广费) AS promotion_cost, SUM(配送成本) AS delivery_cost, SUM(收入) / NULLIF(SUM(订单量), 0) AS revenue_per_order FROM base GROUP BY 门店名称), channel_summary AS (SELECT 'channel' AS grain, 渠道 AS name, SUM(订单量) AS orders, SUM(收入) AS revenue, SUM(实付) AS paid, SUM(修正后净毛利) AS adjusted_profit, SUM(修正后净毛利) / NULLIF(SUM(收入), 0) AS adjusted_margin, SUM(推广费) AS promotion_cost, SUM(配送成本) AS delivery_cost, SUM(收入) / NULLIF(SUM(订单量), 0) AS revenue_per_order FROM base GROUP BY 渠道), headline AS (SELECT 'headline' AS grain, '全部门店' AS name, SUM(订单量) AS orders, SUM(收入) AS revenue, SUM(实付) AS paid, SUM(修正后净毛利) AS adjusted_profit, SUM(修正后净毛利) / NULLIF(SUM(收入), 0) AS adjusted_margin, SUM(推广费) AS promotion_cost, SUM(配送成本) AS delivery_cost, SUM(收入) / NULLIF(SUM(订单量), 0) AS revenue_per_order FROM base) SELECT * FROM headline UNION ALL SELECT * FROM store_summary UNION ALL SELECT * FROM channel_summary;

修正后净毛利

$8.56K

扣除运营管理费后的净毛利

扣除运营管理费后的净毛利Source: 秒界后台导出 · 日维度经营分析.xlsxTable: operating_analysis

将后台导出的 20 条门店×渠道记录汇总为整体、门店和渠道三个分析层级

WITH base AS (SELECT * FROM operating_analysis WHERE 日期 = '2026-07-13'), store_summary AS (SELECT 'store' AS grain, 门店名称 AS name, SUM(订单量) AS orders, SUM(收入) AS revenue, SUM(实付) AS paid, SUM(修正后净毛利) AS adjusted_profit, SUM(修正后净毛利) / NULLIF(SUM(收入), 0) AS adjusted_margin, SUM(推广费) AS promotion_cost, SUM(配送成本) AS delivery_cost, SUM(收入) / NULLIF(SUM(订单量), 0) AS revenue_per_order FROM base GROUP BY 门店名称), channel_summary AS (SELECT 'channel' AS grain, 渠道 AS name, SUM(订单量) AS orders, SUM(收入) AS revenue, SUM(实付) AS paid, SUM(修正后净毛利) AS adjusted_profit, SUM(修正后净毛利) / NULLIF(SUM(收入), 0) AS adjusted_margin, SUM(推广费) AS promotion_cost, SUM(配送成本) AS delivery_cost, SUM(收入) / NULLIF(SUM(订单量), 0) AS revenue_per_order FROM base GROUP BY 渠道), headline AS (SELECT 'headline' AS grain, '全部门店' AS name, SUM(订单量) AS orders, SUM(收入) AS revenue, SUM(实付) AS paid, SUM(修正后净毛利) AS adjusted_profit, SUM(修正后净毛利) / NULLIF(SUM(收入), 0) AS adjusted_margin, SUM(推广费) AS promotion_cost, SUM(配送成本) AS delivery_cost, SUM(收入) / NULLIF(SUM(订单量), 0) AS revenue_per_order FROM base) SELECT * FROM headline UNION ALL SELECT * FROM store_summary UNION ALL SELECT * FROM channel_summary;

修正后净毛利率

13.2%

修正后净毛利占收入的比例

修正后净毛利占收入的比例Source: 秒界后台导出 · 日维度经营分析.xlsxTable: operating_analysis

将后台导出的 20 条门店×渠道记录汇总为整体、门店和渠道三个分析层级

WITH base AS (SELECT * FROM operating_analysis WHERE 日期 = '2026-07-13'), store_summary AS (SELECT 'store' AS grain, 门店名称 AS name, SUM(订单量) AS orders, SUM(收入) AS revenue, SUM(实付) AS paid, SUM(修正后净毛利) AS adjusted_profit, SUM(修正后净毛利) / NULLIF(SUM(收入), 0) AS adjusted_margin, SUM(推广费) AS promotion_cost, SUM(配送成本) AS delivery_cost, SUM(收入) / NULLIF(SUM(订单量), 0) AS revenue_per_order FROM base GROUP BY 门店名称), channel_summary AS (SELECT 'channel' AS grain, 渠道 AS name, SUM(订单量) AS orders, SUM(收入) AS revenue, SUM(实付) AS paid, SUM(修正后净毛利) AS adjusted_profit, SUM(修正后净毛利) / NULLIF(SUM(收入), 0) AS adjusted_margin, SUM(推广费) AS promotion_cost, SUM(配送成本) AS delivery_cost, SUM(收入) / NULLIF(SUM(订单量), 0) AS revenue_per_order FROM base GROUP BY 渠道), headline AS (SELECT 'headline' AS grain, '全部门店' AS name, SUM(订单量) AS orders, SUM(收入) AS revenue, SUM(实付) AS paid, SUM(修正后净毛利) AS adjusted_profit, SUM(修正后净毛利) / NULLIF(SUM(收入), 0) AS adjusted_margin, SUM(推广费) AS promotion_cost, SUM(配送成本) AS delivery_cost, SUM(收入) / NULLIF(SUM(订单量), 0) AS revenue_per_order FROM base) SELECT * FROM headline UNION ALL SELECT * FROM store_summary UNION ALL SELECT * FROM channel_summary;

口径说明

本报告覆盖 2026 年 7 月 13 日的 6 家门店，共 20 条门店×渠道记录。规模指标按行求和；单均收入为总收入除以总订单量；修正后净毛利率为修正后净毛利除以收入。由于仅包含单日快照，报告用于横向识别门店与渠道差异，不用于判断长期趋势。

张家界店领跑，南京迈皋桥利润承压

张家界店贡献当日最高收入，并保持 17.6% 的修正后净毛利率；吾悦广场店规模第二，利润率接近整体水平。南京迈皋桥收入达到 1.07 万元，但修正后净毛利仅 772 元，利润率 7.2%，同时配送成本为六店最高。图中按收入展示各店规模，明细表补充利润和费用信息。

Source: 秒界后台导出 · 日维度经营分析.xlsxTable: operating_analysis

将后台导出的 20 条门店×渠道记录汇总为整体、门店和渠道三个分析层级

WITH base AS (SELECT * FROM operating_analysis WHERE 日期 = '2026-07-13'), store_summary AS (SELECT 'store' AS grain, 门店名称 AS name, SUM(订单量) AS orders, SUM(收入) AS revenue, SUM(实付) AS paid, SUM(修正后净毛利) AS adjusted_profit, SUM(修正后净毛利) / NULLIF(SUM(收入), 0) AS adjusted_margin, SUM(推广费) AS promotion_cost, SUM(配送成本) AS delivery_cost, SUM(收入) / NULLIF(SUM(订单量), 0) AS revenue_per_order FROM base GROUP BY 门店名称), channel_summary AS (SELECT 'channel' AS grain, 渠道 AS name, SUM(订单量) AS orders, SUM(收入) AS revenue, SUM(实付) AS paid, SUM(修正后净毛利) AS adjusted_profit, SUM(修正后净毛利) / NULLIF(SUM(收入), 0) AS adjusted_margin, SUM(推广费) AS promotion_cost, SUM(配送成本) AS delivery_cost, SUM(收入) / NULLIF(SUM(订单量), 0) AS revenue_per_order FROM base GROUP BY 渠道), headline AS (SELECT 'headline' AS grain, '全部门店' AS name, SUM(订单量) AS orders, SUM(收入) AS revenue, SUM(实付) AS paid, SUM(修正后净毛利) AS adjusted_profit, SUM(修正后净毛利) / NULLIF(SUM(收入), 0) AS adjusted_margin, SUM(推广费) AS promotion_cost, SUM(配送成本) AS delivery_cost, SUM(收入) / NULLIF(SUM(订单量), 0) AS revenue_per_order FROM base) SELECT * FROM headline UNION ALL SELECT * FROM store_summary UNION ALL SELECT * FROM channel_summary;

门店收入2026 年 7 月 13 日，按收入从高到低

Source: 秒界后台导出 · 日维度经营分析.xlsxTable: operating_analysis

将后台导出的 20 条门店×渠道记录汇总为整体、门店和渠道三个分析层级

WITH base AS (SELECT * FROM operating_analysis WHERE 日期 = '2026-07-13'), store_summary AS (SELECT 'store' AS grain, 门店名称 AS name, SUM(订单量) AS orders, SUM(收入) AS revenue, SUM(实付) AS paid, SUM(修正后净毛利) AS adjusted_profit, SUM(修正后净毛利) / NULLIF(SUM(收入), 0) AS adjusted_margin, SUM(推广费) AS promotion_cost, SUM(配送成本) AS delivery_cost, SUM(收入) / NULLIF(SUM(订单量), 0) AS revenue_per_order FROM base GROUP BY 门店名称), channel_summary AS (SELECT 'channel' AS grain, 渠道 AS name, SUM(订单量) AS orders, SUM(收入) AS revenue, SUM(实付) AS paid, SUM(修正后净毛利) AS adjusted_profit, SUM(修正后净毛利) / NULLIF(SUM(收入), 0) AS adjusted_margin, SUM(推广费) AS promotion_cost, SUM(配送成本) AS delivery_cost, SUM(收入) / NULLIF(SUM(订单量), 0) AS revenue_per_order FROM base GROUP BY 渠道), headline AS (SELECT 'headline' AS grain, '全部门店' AS name, SUM(订单量) AS orders, SUM(收入) AS revenue, SUM(实付) AS paid, SUM(修正后净毛利) AS adjusted_profit, SUM(修正后净毛利) / NULLIF(SUM(收入), 0) AS adjusted_margin, SUM(推广费) AS promotion_cost, SUM(配送成本) AS delivery_cost, SUM(收入) / NULLIF(SUM(订单量), 0) AS revenue_per_order FROM base) SELECT * FROM headline UNION ALL SELECT * FROM store_summary UNION ALL SELECT * FROM channel_summary;

门店收入 data
门店	收入	订单量	修正后净毛利率
004张家界店	$15.53K	557	17.6%
001吾悦广场店	$13.59K	476	13%
006南京迈皋桥	$10.69K	397	7.2%
002业恒生活广场店	$9.56K	351	13.7%
003彭州店	$9K	296	14.2%
005高邮店	$6.59K	222	10.5%

门店经营明细

6 家门店的规模、利润与关键费用

Source: 秒界后台导出 · 日维度经营分析.xlsxTable: operating_analysis

将后台导出的 20 条门店×渠道记录汇总为整体、门店和渠道三个分析层级

WITH base AS (SELECT * FROM operating_analysis WHERE 日期 = '2026-07-13'), store_summary AS (SELECT 'store' AS grain, 门店名称 AS name, SUM(订单量) AS orders, SUM(收入) AS revenue, SUM(实付) AS paid, SUM(修正后净毛利) AS adjusted_profit, SUM(修正后净毛利) / NULLIF(SUM(收入), 0) AS adjusted_margin, SUM(推广费) AS promotion_cost, SUM(配送成本) AS delivery_cost, SUM(收入) / NULLIF(SUM(订单量), 0) AS revenue_per_order FROM base GROUP BY 门店名称), channel_summary AS (SELECT 'channel' AS grain, 渠道 AS name, SUM(订单量) AS orders, SUM(收入) AS revenue, SUM(实付) AS paid, SUM(修正后净毛利) AS adjusted_profit, SUM(修正后净毛利) / NULLIF(SUM(收入), 0) AS adjusted_margin, SUM(推广费) AS promotion_cost, SUM(配送成本) AS delivery_cost, SUM(收入) / NULLIF(SUM(订单量), 0) AS revenue_per_order FROM base GROUP BY 渠道), headline AS (SELECT 'headline' AS grain, '全部门店' AS name, SUM(订单量) AS orders, SUM(收入) AS revenue, SUM(实付) AS paid, SUM(修正后净毛利) AS adjusted_profit, SUM(修正后净毛利) / NULLIF(SUM(收入), 0) AS adjusted_margin, SUM(推广费) AS promotion_cost, SUM(配送成本) AS delivery_cost, SUM(收入) / NULLIF(SUM(订单量), 0) AS revenue_per_order FROM base) SELECT * FROM headline UNION ALL SELECT * FROM store_summary UNION ALL SELECT * FROM channel_summary;

门店经营明细
门店	订单量	收入	修正后净毛利	修正后净毛利率	配送成本
004张家界店	557	$15.53K	$2.74K	17.6%	$2.43K
001吾悦广场店	476	$13.59K	$1.77K	13%	$2.4K
006南京迈皋桥	397	$10.69K	$772.27	7.2%	$2.58K
002业恒生活广场店	351	$9.56K	$1.31K	13.7%	$1.82K
003彭州店	296	$9K	$1.28K	14.2%	$1.57K
005高邮店	222	$6.59K	$692.83	10.5%	$1.17K

美团利润转化明显优于淘宝

淘宝与美团合计贡献 92.8% 的收入。淘宝收入略高，但修正后净毛利率仅 9.5%；美团收入相近，修正后净毛利率达到 16.7%，修正后净毛利比淘宝多约 2,053 元。POS 的利润率最高，但订单量仅 71 单，不能直接与主流线上渠道等量比较。

Source: 秒界后台导出 · 日维度经营分析.xlsxTable: operating_analysis

将后台导出的 20 条门店×渠道记录汇总为整体、门店和渠道三个分析层级

WITH base AS (SELECT * FROM operating_analysis WHERE 日期 = '2026-07-13'), store_summary AS (SELECT 'store' AS grain, 门店名称 AS name, SUM(订单量) AS orders, SUM(收入) AS revenue, SUM(实付) AS paid, SUM(修正后净毛利) AS adjusted_profit, SUM(修正后净毛利) / NULLIF(SUM(收入), 0) AS adjusted_margin, SUM(推广费) AS promotion_cost, SUM(配送成本) AS delivery_cost, SUM(收入) / NULLIF(SUM(订单量), 0) AS revenue_per_order FROM base GROUP BY 门店名称), channel_summary AS (SELECT 'channel' AS grain, 渠道 AS name, SUM(订单量) AS orders, SUM(收入) AS revenue, SUM(实付) AS paid, SUM(修正后净毛利) AS adjusted_profit, SUM(修正后净毛利) / NULLIF(SUM(收入), 0) AS adjusted_margin, SUM(推广费) AS promotion_cost, SUM(配送成本) AS delivery_cost, SUM(收入) / NULLIF(SUM(订单量), 0) AS revenue_per_order FROM base GROUP BY 渠道), headline AS (SELECT 'headline' AS grain, '全部门店' AS name, SUM(订单量) AS orders, SUM(收入) AS revenue, SUM(实付) AS paid, SUM(修正后净毛利) AS adjusted_profit, SUM(修正后净毛利) / NULLIF(SUM(收入), 0) AS adjusted_margin, SUM(推广费) AS promotion_cost, SUM(配送成本) AS delivery_cost, SUM(收入) / NULLIF(SUM(订单量), 0) AS revenue_per_order FROM base) SELECT * FROM headline UNION ALL SELECT * FROM store_summary UNION ALL SELECT * FROM channel_summary;

渠道修正后净毛利率2026 年 7 月 13 日；POS 样本量较小

Source: 秒界后台导出 · 日维度经营分析.xlsxTable: operating_analysis

将后台导出的 20 条门店×渠道记录汇总为整体、门店和渠道三个分析层级

WITH base AS (SELECT * FROM operating_analysis WHERE 日期 = '2026-07-13'), store_summary AS (SELECT 'store' AS grain, 门店名称 AS name, SUM(订单量) AS orders, SUM(收入) AS revenue, SUM(实付) AS paid, SUM(修正后净毛利) AS adjusted_profit, SUM(修正后净毛利) / NULLIF(SUM(收入), 0) AS adjusted_margin, SUM(推广费) AS promotion_cost, SUM(配送成本) AS delivery_cost, SUM(收入) / NULLIF(SUM(订单量), 0) AS revenue_per_order FROM base GROUP BY 门店名称), channel_summary AS (SELECT 'channel' AS grain, 渠道 AS name, SUM(订单量) AS orders, SUM(收入) AS revenue, SUM(实付) AS paid, SUM(修正后净毛利) AS adjusted_profit, SUM(修正后净毛利) / NULLIF(SUM(收入), 0) AS adjusted_margin, SUM(推广费) AS promotion_cost, SUM(配送成本) AS delivery_cost, SUM(收入) / NULLIF(SUM(订单量), 0) AS revenue_per_order FROM base GROUP BY 渠道), headline AS (SELECT 'headline' AS grain, '全部门店' AS name, SUM(订单量) AS orders, SUM(收入) AS revenue, SUM(实付) AS paid, SUM(修正后净毛利) AS adjusted_profit, SUM(修正后净毛利) / NULLIF(SUM(收入), 0) AS adjusted_margin, SUM(推广费) AS promotion_cost, SUM(配送成本) AS delivery_cost, SUM(收入) / NULLIF(SUM(订单量), 0) AS revenue_per_order FROM base) SELECT * FROM headline UNION ALL SELECT * FROM store_summary UNION ALL SELECT * FROM channel_summary;

渠道修正后净毛利率 data
渠道	修正后净毛利率	订单量	收入
淘宝	9.5%	1,006	$30.58K
美团	16.7%	1,105	$29.71K
京东	9.3%	117	$3.16K
客无忧POS	27.3%	71	$1.52K

建议的下一步

优先复盘南京迈皋桥。 检查配送成本、活动补贴结构和商品毛利组合，目标是先把修正后净毛利率拉回整体 13.2% 附近。
拆解淘宝利润缺口。 对比淘宝与美团在优惠、配送、佣金和推广费上的单均差异，确认 7.2 个百分点利润率差距的主因。
复制张家界店组合。 核对其高利润来自商品结构、履约成本还是活动策略，再选择可复制项推广到其他门店。
建立连续监控。 至少补充近 7 天同口径数据，用于区分单日波动与持续性问题。

后续需要回答的问题

南京迈皋桥的低利润率是当天异常，还是近 7 天持续现象？
淘宝利润差距主要由哪一项成本或优惠驱动？
各店商品品类和缺货率是否解释了收入与利润率差异？

限制与假设

数据来自后台导出的单日经营快照，未包含预算、同比/环比、商品品类、退款、缺货和客流信息。POS 渠道样本较小；所有建议均为需要进一步验证的经营排查方向，而非因果结论。

Sources

秒界后台导出 · 日维度经营分析.xlsx日维度经营分析.xlsx · SQLite · 2026-07-14T12:00:00+08:00

将后台导出的 20 条门店×渠道记录汇总为整体、门店和渠道三个分析层级

SQL query

WITH base AS (SELECT * FROM operating_analysis WHERE 日期 = '2026-07-13'), store_summary AS (SELECT 'store' AS grain, 门店名称 AS name, SUM(订单量) AS orders, SUM(收入) AS revenue, SUM(实付) AS paid, SUM(修正后净毛利) AS adjusted_profit, SUM(修正后净毛利) / NULLIF(SUM(收入), 0) AS adjusted_margin, SUM(推广费) AS promotion_cost, SUM(配送成本) AS delivery_cost, SUM(收入) / NULLIF(SUM(订单量), 0) AS revenue_per_order FROM base GROUP BY 门店名称), channel_summary AS (SELECT 'channel' AS grain, 渠道 AS name, SUM(订单量) AS orders, SUM(收入) AS revenue, SUM(实付) AS paid, SUM(修正后净毛利) AS adjusted_profit, SUM(修正后净毛利) / NULLIF(SUM(收入), 0) AS adjusted_margin, SUM(推广费) AS promotion_cost, SUM(配送成本) AS delivery_cost, SUM(收入) / NULLIF(SUM(订单量), 0) AS revenue_per_order FROM base GROUP BY 渠道), headline AS (SELECT 'headline' AS grain, '全部门店' AS name, SUM(订单量) AS orders, SUM(收入) AS revenue, SUM(实付) AS paid, SUM(修正后净毛利) AS adjusted_profit, SUM(修正后净毛利) / NULLIF(SUM(收入), 0) AS adjusted_margin, SUM(推广费) AS promotion_cost, SUM(配送成本) AS delivery_cost, SUM(收入) / NULLIF(SUM(订单量), 0) AS revenue_per_order FROM base) SELECT * FROM headline UNION ALL SELECT * FROM store_summary UNION ALL SELECT * FROM channel_summary;