The Chinese Daily Deal Market in February 2012

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An overview of the Chinese Daily Deal (Group-buying Market) in February 2012.Who are the main players, What's the difference of top subcategories by pre city, What is online shopping group-buying website...

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The Chinese Daily Deal Market in February 2012

  1. 1. Dataotuan.comChinese Daily Deal Websites 2012 Feb. Report Published: Mar. 31, 2012 Data source: Dataotuan.com 2012 Feb. 1-29
  2. 2. Table of Contents� Specifications� Main Daily Deal Websites Analytics� Deals Overall Comparison� Regions & Cities� Top Deals Analytics� Summary� Dataotuan Sales/Investor Tools� About Dataotuan� Dataotuan Announcements – Countries, Maps, Mobile� Contact © Dataotuan - blog.dataotuan.com – www.dataotuan.com - Feb. 2012 2
  3. 3. Specifications 1 – Data Definitions1. All the data have been collected in the period Feb. 1-29, 2012.2. Number of deal sites tracked: 1253. Number of cities tracked: 3454. Definitions: ① Nr. Deals – number of deals closed with the merchants and launched on the deal sites. (including the number of failed deals) ② Nr. Sold – total number of times that the consumers bought deals. ③ Revenue: Nr.Sold * Current price (the price the consumer pays) ④ Top Deals – the 500 deals which generated the most revenue. Real estate and car deals are not included in the top deals as they are more likely to be advertisements instead of the real online shopping deals. ⑤ Local deals – the localized service deals, including dining, leisure and life services. Normally they are only available for consumers from a specific city. © Dataotuan - blog.dataotuan.com – www.dataotuan.com - Feb. 2012 3
  4. 4. Specifications 2 - Categories� Deals category/subcategory specification by Dataotuan. Dining Leisure Life Shopping Others Local Cuisine Recreation/Games Photography Food/Beverage Lucky draw Buffets Film/Exhibitions Car Maintenance Skin care/Make-up Charity donation Drinks/Dessert Drama/Shows Pet Care Household Asian Food Travel Education/Training Clothing/Footgear General vouchers Western Food KTV Medical Services Jewelry/Accessories for supermarkets, gasoline station, Hotpot/BBQ Sports/Fitness Hair/Nail Beauty Kids mobile phone minutes, etc. Dining Others Leisure Others Beauty/Massage Electronic Products     Life Others Shopping Others © Dataotuan - blog.dataotuan.com – www.dataotuan.com - Feb. 2012 4
  5. 5. Top Daily Deal Websites – Market Share 1� In terms of total revenue, Meituan has the biggest market share (15.0%).� The top 20 deal sites account for 95.6% of the market share. Shuangtuan, 0.80% Others, 4.4% Liketuan, 0.9% Meituan, 15.0% Tuanweihui, 1.1% 24quan, 1.1% Pingtuan, 1.4% Gocn, 1.9% Juqi, 2.2% Gaopeng, 2.2% 55tuan, 11.8% Ayatuan, 2.8% Ganji, 3.0% Didatuan, 3.1% Manzuo, 3.4% Ftuan, 5.4% Dianping, 10.7% Juhuasuan, 6.1% 58tuan, 6.3% Lashou, 10.0% Nuomi, 6.4% © Dataotuan - blog.dataotuan.com – www.dataotuan.com - Feb. 2012
  6. 6. Top Daily Deal Websites – Market Share 2� Meituan continues to rank nr.1; The Top 10 is the same as last month.� The market shares of 55tuan/Dianping/Lashou keep growing & exceeded 10%. Top 10 Websites (Revenue) December January February Meituan 12.6% Meituan 15.7% Meituan 15.0% 55tuan 10.3% 55tuan 11.3% 55tuan 11.8% Dianping 8.1% Lashou 9.6% Dianping 10.7% Lashou 7.7% Dianping 8.2% Lashou 10.0% 58tuan 7.5% 58tuan 8.2% Nuomi 6.4% Nuomi 7.1% Nuomi 6.3% 58tuan 6.3% Juhuasuan 5.7% Ftuan 5.1% Juhuasuan 6.1% Ftuan 4.8% Juhuasuan 4.5% Ftuan 5.4% Ganji 4.3% Manzuo 4.4% Manzuo 3.4% Manzuo 4.2% Didatuan 3.5% Didatuan 3.1% Total 73.0% Total 76.9% Total 78.2% © Dataotuan - blog.dataotuan.com – www.dataotuan.com - Feb. 2012 6
  7. 7. Sites Ranking Comparison � 55tuan ranks still nr. 1 in Total Nr. of Deals, followed by 58tuan. � As for total Nr. Sold, Dianping / Didatuan continue to climb the rankings. � Revenue wise, Didatuan stays in top 10 for a 2d month, while 24quan is finding itself further than ever from a top 10 position.Rank Nr. of Deals Total Nr. Sold Revenue   Dec Jan Feb Dec Jan Feb Dec Jan Feb 1 55tuan 55tuan 55tuan Meituan 55tuan Meituan Meituan Meituan Meituan 2 58tuan 58tuan 58tuan 55tuan Meituan 55tuan 55tuan 55tuan 55tuan 3 Lashou Lashou Lashou Lashou Lashou Lashou Dianping Lashou Dianping 4 Meituan Meituan Meituan Nuomi Ganji Dianping Lashou Dianping Lashou 5 Ftuan Ftuan Ftuan Ganji Manzuo Nuomi 58tuan 58tuan Nuomi 6 Juhuasuan Didatuan Didatuan 58tuan Dianping Ganji Nuomi Nuomi 58tuan 7 Didatuan Gaopeng Nuomi Dianping Nuomi Didatuan Juhuasuan Ftuan Juhuasuan 8 Gaopeng Nuomi Juhuasuan Manzuo Didatuan 58tuan Ftuan Juhuasuan Ftuan 9 24quan Juhuasuan Gaopeng Didatuan 58tuan Manzuo Ganji Manzuo Manzuo 10 Nuomi 24quan Juqi Mengmai Ftuan Ftuan Manzuo Didatuan Didatuan © Dataotuan - blog.dataotuan.com – www.dataotuan.com - Feb. 2012
  8. 8. Sites Pricing strategy 1� The average price overall is 141.8 Rmb, the average discount overall is 62%.� The top 10 sites appear to have different strategy. (see more on next slide) Overall price/deal: 14 1.8 Rmb 141 Average Price 300 284 250 208 200 174 142 134 148 149 151 150 129 100 104 50 0 80% Mei 55t Dia L Nu 58t J F Average Discount Man D tua uan npi a averageodiscount: n 2%uhuas tuan Overall sho u mi ua 6 62 zuo idatu 75% n ng uan an 70% 64% 61% 65% 65% 59% 58% 58% 60% 60% 60% 61% 60% 55% 50% Mei 55t Dia Las Nuo 58t Juh Ftu Man Did tua uan npi hou mi uan uas an zuo atu n ng uan an © Dataotuan - blog.dataotuan.com – www.dataotuan.com - Feb. 2012
  9. 9. Sites Pricing strategy 2� Checking the data of the past months, it shows that most of the top 10 sites seem to have their own pricing strategy. Some conclusions below: LOW price SMALL discount HIGH price SMALL discount HIGH price BIG discount Average pricing © Dataotuan - blog.dataotuan.com – www.dataotuan.com - Feb. 2012
  10. 10. Deals Subcategory Comparison� Hotpot deals, being the no.1 subcategory in Revenue, account for 12.8% of the total Revenue In February.� Travel and Photography deals are the 2nd and 3rd best sold deals in Revenue. Top 5 Revenue Ranking of Subcategory Dining-Hotpot/BBQ 12.8% Leisure-Travel 10.1% Life-Photography 8.0% Leisure-Movie 7.4% Dining-Others 4.6% © Dataotuan - blog.dataotuan.com – www.dataotuan.com - Feb. 2012
  11. 11. Daily Deals in Different Regions� The amount of daily deals launched in East China are far more than the other regions. Southwest and especially Northwest China are trailing behind.� In Southwest China the average deal price is the highest, Northeast China the lowest.� At the city level, there is a geographic difference in popular subcategories ranking in terms of revenue. (See next slide) Nr. of Local Average Nr. Average Price/ Average   Deals Sold/ Deal Deal (Rmb) Discount East China 41082 182 158.2 3.7 Central China 12736 154 121.7 3.8 North China 17253 231 154.3 3.6 South China 16744 168 171.9 3.6 Northeast China 10551 169 112.7 3.9 Northwest China Northwest 4837 192 152.4 3.6 Southwest China 7985 183 172.9 3.8 © Dataotuan - blog.dataotuan.com – www.dataotuan.com - Feb. 2012 11
  12. 12. Geographic Difference in Hot-deal Subcategories Beijing ShenyangXi’anXi’ 112..7 12 ¥112.7 10,,551 10 10, 551 .4 ¥15252.4 52.4 ¥1 52.4 Wuhan 4,837 4,837 4,837 4,837 ¥154.354.3 ¥1 54.354.3 17,253,253 17 ¥172.9 172 ¥121.7 21. 7,985 172.9 ¥ 172 7,985 ¥121.7 21. 12,736 Hangzhou 7,985 12,736 ¥158.2 12,736 ¥158.2 41,082 41,082 Movie ¥171.9 171.9 Chongqing 16,744 Photography Hotpot / BBQ Shenzhen Travel• Average Price of Local Deals © Dataotuan - blog.dataotuan.com – www.dataotuan.com - Feb. 2012• Nr. of Local Deals
  13. 13. Top Deals Analytics – Deal Categories� Leisure accounts for 29.0% of the highest grossing top deals. Dining deals are the 2nd most popular category among the top deals (28.8%).� Movie, as a sub-category of Leisure, continue to account for the biggest percentage among the top deals. Others, 1.2% Shopping, 22.8% Dining, 28.8% Top Deals – Feb. Feb. Leisure-Movie 16.7% Life-Photography 8.9% Dining-Hotpot/BBQ 8.9% Dining-Buffet 6.0% Leisure-Travel 5.4% Life, 18.2% Leisure, 29.0% * Real estate and car deals are not included in the top deals as they are more likely to be advertisements instead of real online shopping deals. © Dataotuan - blog.dataotuan.com – www.dataotuan.com - Feb. 2012 13
  14. 14. Top Deals Analytics – Deal Sites 1� The 3 deal sites that contribute the most to the Top deals are the same as January. They are Dianping, Meituan and Nuomi.� Compared to last month, Lashou, Didatuan and 58tuan took a smaller share among the top deals in February. 24quan, 0.3% Others, 3.8% Gaopeng, 0.7% 58tuan, 2.5% Dianping, Didatuan, 2.6% Lashou, 2.8% 25.8% Manzuo, 4.0% % among the top deals Ftuan, 4.1% Feb Jan Ganji, 4.2% Meituan 25.8% 16.7% Dianping 20.4% 18.4% 55tuan, 4.8% Nuomi 10.1% 9.0% Ayatuan, 5.7% 58tuan 2.8% 3.7% Meituan, 20.4% Lashou 2.6% 2.7% Juhuasuan, Didatuan 2.5% 5.5% 8.2% Nuomi, 10.1% © Dataotuan - blog.dataotuan.com – www.dataotuan.com - Feb. 2012 14
  15. 15. Top Deals Analytics per Category – Deal Sites 2� In February, Dianping was very competitive in Dining top deals. Restaurant listings and the reviews are the backbone of Dianping. Dianping is also known for its strictness in the selection of merchants and deal quality control.� Meituan contributes the most Leisure top deals, and Juhuasuan, Life top deals. Top 5 in each Category Ran Dining Leisure Life Shopping k 1 Dianping 47.2% Meituan 26.8% Juhuasuan 18.5% Dianping 17.9% 2 Meituan 22.8% Dianping 17.2% Dianping 16.9% Ayatuan 14.1% 3 Nuomi 10.2% Nuomi 16.7% Meituan 14.5% Meituan 14.1% 4 55tuan 7.6% Juhuasuan 12.1% Ayatuan 12.9% Ganji 11.5% 5 Ftuan / Manzuo 3.0% Manzuo 5.6% Nuomi 8.9% Ftuan 7.7% © Dataotuan - blog.dataotuan.com – www.dataotuan.com - Feb. 2012
  16. 16. Summary – Market Trends1. Meituan keeps leading, Top 10 sites are the same as January. January.� Meituan continues to rank nr. 1 in revenue.� The market shares of 55tuan/Dianping/Lashou keep growing and exceed 10%.� As for total Nr. Sold, Dianping / Didatuan continue to go climb the rankings.� Didatuan stays in the Revenue top 10 for a 2d month, while 24quan keeps falling2. Pricing Strategies.� The top players have different pricing strategies.� Another time we’ll look at the changes over time of the strategies3. The best sold subcategories in Feb. & Geographic differences. Feb.� In February, Hotpot deals account for 12.8% of the total Revenue� Travel and Photography deals are the 2nd and 3rd best sold deals in Revenue.� Geographically different cities/regions have their preferences, see map p.124. Meituan, Dianping & Nuomi keep the top 3 positions in the top deals list.� Dianping is very competitive in Dining top deals. Restaurant listings and the reviews are the backbone of Dianping. Dianping is also known for its strictness in the selection of merchants and deal quality control.� Meituan contributes the most Leisure top deals, and Juhuasuan, Life top deals. © Dataotuan - blog.dataotuan.com – www.dataotuan.com - Feb. 2012 16
  17. 17. Dataotuan Sales Tool – Merchants Analytics • What kind of deals are popular in a city? • Who are the good merchants? Where can you find them? • What is their daily deal history, including price, discount, sold count, etc? • Which merchants are your competitors cooperating with? • What is their pricing strategy to generate a popular deal? Popular Deals 1. Popular sub-categories? Top Subcategories in Shanghai Shopping-Clothing 11.80% Dining-Hotpot/BBQ 10.20% 2. Active merchants? Leisure-Movie 9.50%Merchant AnalyticsMerchant Store Country Province City District Address Latitude Longitude Nr. Deals黑土地农家院 黑土地农家院 China Shanghai Shanghai Jingan District 静安区北京西路 1213号 31.23 121.45 4 3. Deal history? Deal History Merchart 黑土地农家院 Start time End time Deal Url Deal Name Website Category Subcategory Nr. Sold Price Value Discount Revenue Average 49 258 550.8 4.6 11892 2012/2/29 2012/3/5 198元享原价584元的黑土地农家院 5Local Cuisine 62 http://sh.nuomi.com/deal/heitudi02.html Nuomi Dining 至 6人套餐!让您足不出沪,就能享受到最原汁原味的东北菜肴和最具特色的关东情调! 198 461 4.3 12276 2012/2/17 2012/3/15 【正宗东北特色菜,清明节假期通用】 198元享原价27 元的黑土地农家院 5-6 人餐!悠悠黑土地,浓浓东北情。大口吃肉,大 58tuan http://t.58.com/sh/21719731622380034Dining Local Cuisine 463 198 463 4.3 5346 2012/2/10 2012/3/7 【南京西路】点评四星商户,品质保证!仅 Local Cuisine 79 575元『东北黑土地农家院』 5-7 人套餐:长白山红烧鹿筋 +板栗烧驴 http://shanghai.didatuan.com/team.php?id=28011 Didatuan Dining 238元,原价 238 575 4.14 18802 2011/8/30 2012/12/24 http://www.groupon.cn/ShangHai/-5690889004661427184.html 8-10 人套餐:七彩拉皮 +熟食拼盘+金牌手抓骨头 +野生黑木耳 +招牌红烧 仅需¥398元,即可团购原价 704元的黑土地农家院 28 Groupon Dining Dining Others 398 704 5.7 11144 4. Deals sites pricing strategy and outcome? © Dataotuan - blog.dataotuan.com – www.dataotuan.com - Feb. 2012 17
  18. 18. Dataotuan Sales Tool – Deal Site Analytics 1• What is the market status in general and in a specific city?• What is your competitors’ sales & pricing strategy?• Should you adjust your pricing strategy according to market trends?• Should you change the products combination? Average Price & Discount of Deal Websites Deal Websites Market Share in East China Top Deals Categorizing © Dataotuan - blog.dataotuan.com – www.dataotuan.com - Feb. 2012 18
  19. 19. Dataotuan Sales Tool – Deal Site Analytics 2• Are you doing better than the average? Are you going up or down in ranking?• Who are your competitors? How competitive are they?• Which categories, which regions/cities should you focus on more? Deal Websites Score Card Deal site name Site A Time period From 2011/12/1 Till 2011/12/31 Geo covering China % per category (revenue) Ranking & Market share of the site Dining Leisure Life Shopping Ranking Revenue Revenue % Ranking Nr.sold Nr. sold %Site A 37% 25% 26% 12% 4 9.80% 2 7.90%Average 24% 26% 23% 27% - - - - Deal performance & pricing City covered and top 3 city by revenue Price/deal Dicount/deal Nr.sold/deal Revenue/deal Nr.city covered No.1 No.2 No.3Site A 108 62% 1331 49832 84 Shanghai Tianjin HangzhouAverage 142 60% 453 12540 52 Beijing Shanghai Guangzhou Deal site name Site B Time period From 2011/12/1 Till 2011/12/31 Geo covering China % per category (revenue) Ranking & Market share of the site Dining Leisure Life Shopping Ranking Revenue Revenue % Ranking Nr.sold Nr. sold %Site B 12% 23% 17% 45% 3 10.20% 5 5.70%Average 24% 26% 23% 27% - - - - Deal performance & pricing City covered and top 3 city by revenue Price/deal Dicount/deal Nr.sold/deal Revenue/deal Nr.city covered No.1 No.2 No.3Site B 123 62% 1540 58713 97 Shanghai Nanjing TianjinAverage 142 60% 453 12540 52 Beijing Shanghai Guangzhou © Dataotuan - blog.dataotuan.com – www.dataotuan.com - Feb. 2012 19
  20. 20. Dataotuan Investor Tool• What is the market status in general?• What is the estimation of the Gross Revenue of the main Daily Deal websites?• What are the revenue trends for the main Daily Deal websites?• Pricing trends & Strategy, category trends, location trends.Nr. Deals Trend 2011 358,085 256,407 1,974 Average Price/Nr. Sold 2011 124,60252,309 City Market Analytics 2012 Feb. 1,015 531 497 Q1 Q2 Q3 Q4 109.5 110.9 141.2 137.4 Nr. Deals in total Local Service Deals Q1 Q2 Q3 Q4 Shopping Deals Average Price Average Nr. Sold © Dataotuan - blog.dataotuan.com – www.dataotuan.com - Feb. 2012 20
  21. 21. About Dataotuan.comDataotuan, a unique daily deal aggregator and analytics platform in China,was started with 2 goals in mind.1. To recommend the best deals to our users based on where they are, what they like and when they want it as well as giving them tools to manage them2. To analyze the deal data in order to find out what constitutes the best daily deal © Dataotuan - blog.dataotuan.com – www.dataotuan.com - Feb. 2012 21
  22. 22. Dataotuan Tracks & CollectsDataotuan Tracks Dataotuan Collects125 of the main Daily Deal Sites Number of Deals Gross revenue Province, City, District, Category, Sub Cat.345 cities in Mainland China(*) Deals & Revenue per District Number of “real’ active Cities/Provinces5000 – 10000 new deals every day Deal Title Price (Original, Current, Abs. And % Discount) Number of Sold Deals Category/Sub Category Availability in Time City, District, Latitude/Longitude Weather & more *Dataotuan adds new Daily Deal websites on a regular basis based on quality and time of existence. © Dataotuan - blog.dataotuan.com – www.dataotuan.com - Feb. 2012 22
  23. 23. Dataotuan Geo CoverageDataotuan aggregates and analyzes the daily deal markets in China,Singapore, Malaysia, The Philippines, Taiwan, Australia and New Zealand,Hong Kong, Africa, Middle East. More countries will follow soon. DTT Web & Data available DTT Data available DTT will cover soon © Dataotuan - blog.dataotuan.com – www.dataotuan.com - Feb. 2012 23
  24. 24. Dataotuan Map Announcements – 1� Dataotuan has Customizable Deal Maps for each Country © Dataotuan - blog.dataotuan.com – www.dataotuan.com - Feb. 2012 24
  25. 25. Dataotuan Mobile Announcements – 2� Dataotuan has Mobile, location aware HTML5 websites for each Country © Dataotuan - blog.dataotuan.com – www.dataotuan.com - Feb. 2012 25
  26. 26. Contact Dataotuan We’re happy to help you, please contact us at: We’ Chinese +86 13761796676 Email: wenli@dataotuan.com English +86 13801660890 Email: gemme@dataotuan.com Read more on blog.dataotuan.com Follow us on twitter.com/dataotuan weibo.com/dataotuan Subscribe to our Reports reports@dataotuan.com� The objective of this report is to offer insights into the Chinese Daily Deal industry.� Data are collected from the main Chinese deal websites and offer a reliable indication of the Chinese daily deal market� The daily deal websites that unfortunately are not included due to not providing correct data access (api)is groupon.cn.� QQ changed its business mode.It’s not a daily deal site anymore.So Dataotuan excludes QQs data from 2011 Sep.� Please contact us if you have any questions/remarks related to this report. © Dataotuan - blog.dataotuan.com – www.dataotuan.com - Feb. 2012 26

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