commerce-market-research

Category Market Research (Commerce Market Research)

Overview

This skill automatically generates a 1-page, 3-axis market research report covering macro, competition, and search, which is needed when an e-commerce seller enters a specific category or plans a product.

Data Sources:

• Macro trend data — Naver DataLab trend lookup results or trend materials attached by the user
• Shopping category growth rate — DataLab Shopping Insight category data
• Category core keyword trends — keyword tool lookup results/export files
• Product planning keyword ideas — Claude analysis based on the above data

Data Integration: If there is a connected commerce/keyword MCP connector, query it directly; if not, generate the same report based on lookup results/export files attached by the user or public trend data.

Trigger Keywords

market research, category analysis, competitor trends, trend research, shopping trends, category entry, market size, keyword opportunities, macro analysis, competitive intensity, product planning research, category growth rate

Workflow

Input Slots

Item	Required	Example
Category	Required	"Vegan skincare", "dog treats", "men's activewear"
Price Range	Recommended	"10,000-30,000 KRW", "50,000 KRW or more"
Channel	Recommended	Smart Store, Coupang, own mall
Period	Optional	"Last 3 months", "1 year" (default: last 3 months)

Research Order

1. 거시 트렌드 확인 (카테고리, 기간)
   → 검색량 증감률, 시즌성 패턴

2. 쇼핑 카테고리 성장률·경쟁 밀도 확인

3. 카테고리 상위 20 키워드 + 트렌드 방향 정리

4. 상품 기획 기회 키워드 10개 도출 (가격대·채널 반영)

Quality Checklist

Criteria	Description
3-axis complete	Includes all axes: macro, competition, and search
1-line opportunity	Specify "Opportunity: {specific opportunity}"
1-line threat	Specify "Threat: {specific threat}"
Estimate labeling	Estimates not based on measured data must be labeled "(estimate)"

Usage Example

"비건 스킨케어 카테고리 시장조사 해줘 — 쿠팡, 1~3만원대"
→ 거시(뷰티 트렌드 성장률) · 경쟁(비건 스킨케어 카테고리 밀도) · 검색(상위 키워드 20개) 3축 리포트 1장 출력

"반려견 간식 시장 분석해줘"
→ 펫푸드 트렌드 + 카테고리 성장률 + 간식 키워드 기회·위협 리포트

"남성 운동복 신상품 기획 위한 시장조사"
→ 스포츠웨어 트렌드 + 경쟁 강도 + 상품 기획 키워드 10개

Output Format

# 📊 {카테고리} 시장조사 리포트

**조사 기간**: {기간} | **채널**: {채널} | **생성일**: {날짜}

---

## 1. 거시 트렌드 축

| 지표 | 현황 | 전기 대비 |
|------|------|----------|
| 검색량 증감률 | +23% | ↑ 상승세 |
| 시즌 패턴 | 봄·여름 집중 | 4~8월 피크 |
| 거시 키워드 | {상위 3개} | — |

**추정 포함 여부**: {있음/없음} — (추정) 표기 항목: {목록}

---

## 2. 경쟁 분석 축

| 지표 | 현황 | 평가 |
|------|------|------|
| 카테고리 밀도 | 상/중/하 | {설명} |
| 상위 노출 브랜드 | {3~5개} | — |
| 평균 판매가 | {가격대} | — |
| 리뷰 평균 수 | {수치} (추정) | — |

---

## 3. 검색 키워드 축

| 순위 | 키워드 | 트렌드 방향 | 경쟁 강도 |
|------|--------|-----------|----------|
| 1 | {키워드} | ↑/↓/→ | 상/중/하 |
| 2 | {키워드} | ↑/↓/→ | 상/중/하 |
| ... | ... | ... | ... |

**상품 기획 기회 키워드**: {10개 목록}

---

## 결론

**기회**: {구체적 기회 1줄}
**위협**: {구체적 위협 1줄}
**권장 포지셔닝**: {포지셔닝 제안}

> 다음 단계: `commerce-jtbd-persona --mode jtbd`로 JTBD 9개 자동 도출

Quality Checklist

• Macro, competition, and search 3 axes include all
• 1-line opportunity + 1-line threat specify (including specific figures or rationale)
• Estimate labeling specify — clearly distinguish measured data from estimates
• Product planning keywords at least 5

Related Skills

Chaining order: commerce-market-research → commerce-jtbd-persona --mode jtbd → commerce-jtbd-persona --mode persona → commerce-detail-page-copy --mode diagnose/copy → commerce-product-naming → cs-channel-message → commerce-integrated-strategy

• commerce-jtbd-persona — Derive 9 JTBDs using market research results as input (next step)
• commerce-product-naming — Generate 3 product name options based on keywords
• commerce-integrated-strategy — One-page comprehensive strategy synthesizing all deliverables

When not to use this skill

• Policy funding·subsidy research: moai-tutor:education-grant-writer use
• Competitor SNS/content analysis: moai-marketer:content-sns-content use
• Patent·technology trend research: use a separate specialized research skill
• Ad performance analysis (ROAS): commerce-integrated-strategy use

---

Positioning 5-axis analysis

When considering entry into an existing category, decide which of the 5 axes to place it on:

축	Core message	Ad strategy	Suitable product examples
Quality·premium	"The best in this category"	Experience·emotion rather than feature descriptions	Luxury watches·premium home appliances
Value for money	"This quality at this price"	Numbers·comparison·rationality	No Brand·Daiso
Expertise	"Only for experts in this field"	Exclusive identity purchase by a specific group	B2B·medical devices
Convenience	"Easiest and fastest"	Time saving·ease	Dawn delivery·ready meals
Values	"We believe in this"	Identity purchase by targets with the same values	Vegan·eco-friendly·animal welfare

Creating a positioning statement

[타겟]을 위한, [카테고리]에서, [경쟁자와 다른 점] 때문에 [핵심 혜택]을 주는 브랜드

Example: "Women office workers in their 20s-30sfor, diet supplements in the category, domestic clinical trials·manufacturing license certification because of convenient yet safe weight managementa brand that provides"

If you can't write this one sentence, you don't have positioning yet.

Creating a new category vs competing in an existing category

Strategy	Strengths	Weaknesses	Example
Competing within an existing category (weak)	Market validated	Compared + price competition	"A better energy drink" → compared with Red Bull/Monster
Creating a new category (strong)	Automatically become category No. 1 + no comparison target	Market awareness cost	"Healthy energy drink" → No. 1 in a new category

Recommended: If market research results show your product is 30% or more below the average ROAS·CTR of competitors in the existing category, consider creating a new category . Even if a new category has low keyword search volume, there is no comparison target, so both average order value and margin are favorable.

Integrated diagnosis across 6 major areas

In market research, diagnose not only a single product/category but also the seller's 6 major operational areas together:

Area	Additional checks during market research
A Product Operations	Feasibility of product listing automation · image quality standards
B Pricing & Promotion	Feasibility of competitor price monitoring automation
C Orders & Settlement	Operational workforce scalability when order volume increases
D Inventory & Logistics	Inventory turnover rate · warehouse costs · negotiating power with shipping carriers
E Marketing & Customers	Ad spend-to-revenue ratio · CRM · repurchase rate
F Data & Management	KPI dashboard · feasibility of BI automation

Linkage: Detailed automation diagnosis is commerce-automation-audit conducted as a full set in the skill.

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Market segmentation + USP extraction process (reinforced in v2.7.0, from the perspective of an 11-year MD)

Going beyond a single market research report, market segmentation (Segmentation) + USP (Unique Selling Proposition) extractionis a standardized 4-step process. A step that an 11-year MD must go through before entering a new product.

Step 1: 4 axes of market segmentation

Even within the same category, splitting it along 4 axes reveals viable micro-segments:

축	Question	Example (vegan skincare)
Demographics	Who buys it?	Women aged 25-35 / office workers / single-person households
Psychographics	What values and lifestyle?	Meaning out / clean beauty / animal welfare / ethical consumption
Behavioral patterns	How do they buy?	Ingredient-search type / review-dependent type / influencer-follower type
Situational context	When do they buy?	Seasonal transitions / lunch on the commute / before vacation

Step 2: Segment entry priority — 5-axis evaluation

For each segment, evaluate along the following 5 axes:

[1] 시장 크기 (잠재 고객 수)
    ├─ 대(10만+) / 중(1~10만) / 소(~1만)

[2] 성장률 (네이버 데이터랩 트렌드)
    ├─ 빠름(+20%/년) / 안정(0~20%) / 정체(-/~0%)

[3] 경쟁 강도 (검색 결과 상위 10개 브랜드 수)
    ├─ 낮음(3개 이하) / 중(4~6개) / 높음(7개+)

[4] 진입 비용 (광고비·재고·MOQ)
    ├─ 낮음(1천만원) / 중(1~5천만원) / 높음(5천만원+)

[5] 우리 강점 적합성 (USP 활용 가능성)
    ├─ 강력(우리 USP가 segment에 직격) / 적합 / 부적합

→ 우선 진입 segment: [1] 중+ × [2] 안정+ × [3] 중-이하 × [4] 본인 자본 범위 × [5] 강력

Step 3: USP extraction — 3 differentiation axes

After deciding on the entry segment, 3 differentiation axes extract the strongest 1-2 as the USP:

Differentiation axis	Essence	Expression pattern	Korean D2C example
What	Difference in the product itself	Emphasize ingredients, materials, technology	"100% vegan certified", "doctor-prescribed"
How	Difference in manufacturing and service methods	Emphasize process, production, operations	"Same-day shipping", "1:1 customization", "monthly subscription"
왜 (Why)	Difference in values and mission	Emphasize identity and beliefs	"Zero animal testing", "direct trade with Korean farms", "carbon neutral"

USP validation questions: "Are there 5 or fewer competitors with this USP?" 6+ = Not a USP (market-standard feature). Needs re-extraction.

Step 4: USP → Product Name·Message·Landing Consistency

The USP must be clear for all downstream skills to be consistent:

USP "100% 비건 + 한국 농가 직거래 + 30일 환불"
  ↓
[commerce-product-naming] "[비건 인증] 한국 농가 직거래 비건 세럼 [30일 환불]"
  ↓
[cs-channel-message] 검색광고 "비건 세럼 한국 농가 직거래"
                             CRM "지연 회원님, 동물 실험 0건 + 30일 환불"
  ↓
[commerce-detail-page-copy] Hero "비건 인증 + 한국 농가" / Risk "30일 이유 불문 환불"
  ↓
[marketing-campaign-planner] AARRR Activation 메시지: 첫 구매 + 30일 환불 보장 강조

MD 11th-year Insight

"If market research stops at macro data (search volume·trends), you can't make an entry decision. You need to go as far as 4-axis segmentation + 5-axis evaluation + 3 USP differentiation axes to get the confident feeling of 'it's okay to enter here.' That confident becomes the basis for being able to burn 100 million in ad spend."

Integrated Workflow

[1] commerce-market-research 기본 모드 (거시·경쟁·검색 3축)
  ↓
[2] 시장 세분화 4축 → segment 5축 평가 → 우선 진입 결정
  ↓
[3] USP 3 차별 축 추출 → 검증 (경쟁사 5개 이내)
  ↓
[4] commerce-jtbd-persona → 페르소나 segment 매칭
  ↓
[5] commerce-product-naming + cs-channel-message + commerce-detail-page-copy
    모두 USP 일관성 검증