What's a Good Chinese Daily Deal - A Market Analysis - May 2011 - Dataotuan.com

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An overview of the Chinese Daily Deal (Groupbuying Market) by Dataotuan.com …

An overview of the Chinese Daily Deal (Groupbuying Market) by Dataotuan.com
Who are the main players, what are the categories and what ... constitutes a good Chinese daily deal.

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  • 1. dataotuan.comChinese Daily Deal (Tuangou) Websites Analysis 2011 May Report Published: June 15, 2011 Data source: Dataotuan.com 2011 May. 1-31 © Dataotuan - blog.dataotuan.com – May 2011
  • 2. Table of Contents What Is a Top Deal Specifications Main Daily Deal Websites Analytics Deal Categories Analytics Top Deals Analytics Summary About Dataotuan Dataotuan Tracks & Helps Contact © Dataotuan - blog.dataotuan.com – May 2011 2
  • 3. What Is a Top DealA Top Daily Deal is exactly what you would expect  Its about quality not just price  The terms are flexible  The merchant is trustworthy  It’s redeemable in several locations © Dataotuan - blog.dataotuan.com – May 2011 3
  • 4. Specifications 1 – Data Definitions1. All the data have been collected in the period May 1-31, 2011.2. Number of deal sites tracked: 1493. Number of cities tracked: 3144. Definitions: ① Nr. Deals – number of deals closed with the merchants and launched on the deal sites. ② Nr. Sold – total number of times that the consumers bought deals. ③ Nr. Sold/Deal – average number sold per deal. It is the indicator to show the activity and quality of the users, as well as the quality of the deals. ④ Revenue: Nr.Sold * Current price (the price the consumer pays) ⑤ Top Deals – the 100 deals which generated the most revenue. *See for a full overview of what data Dataotuan has “Dataotuan Tracks & Collects” © Dataotuan - blog.dataotuan.com – May 2011 4
  • 5. Specifications 2 - Categories Deals category/subcategory specification by Dataotuan. Restaurants Leisure Life services Online shopping Others Local Cuisine Recreation/Games Photography Food/Beverage Lucky draw Seafood/Buffet Film/Exhibition Car Maintenance Skin care/Make-up Charity donation Drinks/Dessert Drama/Show Pet Care Housing General vouchers for supermarkets, Japanese/Korean Hotel/Tour Education/Training Clothing/Footgear gasoline station, Western Food/ mobile phone KTV Realty/Car Trade Jewelry/Accessories International minutes, etc. Hotpot/Barbecue Sports/Fitness Medical Examination Children-related Hairdressing and Others Others Electronic Products Nail Beauty Health Others Beauty/SPA Others © Dataotuan - blog.dataotuan.com – May 2011 5
  • 6. Top Daily Deal Websites – Market Share The top 10 deal sites account for nearly 70% of the total revenue. Lashou is no.1 in revenue, significantly more than the others. Lashou 14.4% Meituan Others 8.2% 30.8% 24quan 7.6% 58tuan 7.5% 55tuan Dianping 3.6% Manzuo 6.5% 4.9% Nuomi Ftuan QQ 5.2% 5.5% 5.9% © Dataotuan - blog.dataotuan.com – May 2011 6
  • 7. Top Daily Deal Websites - Overview QQ launched the most deals, followed by Lashou and Meituan. Sina is no.1 in total number sold and average nr. sold per deal, though it hasmuch less revenue and deals compared with the other big deal sites.Ranking Nr. of Deals Total Nr. Sold Nr.Sold/Deal 1 QQ Sina Sina 2 Lashou Lashou Dianping 3 Meituan Meituan Cogo-cola 4 55tuan QQ Nuomi 5 Groupon.cn Nuomi Go.cn 6 24quan 24quan Meituan 7 58tuan 55tuan Lashou 8 Manzuo 58tuan Gaopeng 9 Ftuan Dianping Didatuan 10 Gaopeng Gaopeng Manzuo © Dataotuan - blog.dataotuan.com – May 2011 7
  • 8. Deal Categories - Price Restaurant deals are the cheapest. Average Revenue (Rmb) Life services deals are the most expensive 20915 23439 23297 21845 12661 Average Price/Rmb Average Nr. Sold 154 1039 943 Life services 1306 Restaurants 101 549 86 86 Online shopping 248 63 Leisure Total Average Discount (%) 66% 66% 64% 56% 82% © Dataotuan - blog.dataotuan.com – May 2011 8
  • 9. Deal Categories - Discount Life services have the biggest discount, Average Price (Rmb) the lowest nr. sold/deal & the lowest revenue/deal. 101 Restaurants offer the smallest discount 86 86 63 154 Average Discount (% ) 82% Average Revenue (Rmb) 20915 64% 66% 66% 23439 Life services 56% 23297 Restaurants 21845 Online shopping 12661 Leisure Total Average Nr. Sold 1039 943 1306 549 248 © Dataotuan - blog.dataotuan.com – May 2011 9
  • 10. Deal Categories - Nr. Sold Online shopping deals have the highest nr.sold/deal. Average Discount (%) Online shopping deals have the 2nd best 66% revenue/deal. 66% 64% 56% 82% Average Nr. Sold Average Price (Rmb) 1306 101 86 1039 943 86 Life services 63 Restaurants 154 Online shopping 549 Leisure Average Revenue (Rmb) Total 248 20915 23439 23297 21845 12661 © Dataotuan - blog.dataotuan.com – May 2011 10
  • 11. Deal Categories - Revenue Leisure has the most revenue/deal, Average Nr. Sold closely followed by Online Shopping Life Services generate the least revenue/deal. 1039 943 1306 549 248 Average Revenue (Rmb) 23297 23439 21845 Average Discount (%) 20915 66% 66% Life services 64% Restaurants 12661 56% Online shopping 82% Leisure Total Average Price (Rmb) 101 86 86 63 154 © Dataotuan - blog.dataotuan.com – May 2011 11
  • 12. Top 100 Deals Analytics – Categories Among the top 100 deals which generated the highest revenue, Onlineshopping accounts for 31%, and Leisure 30%. Movies, a sub-category of Leisure, are very popular: accounting for 28% of allthe top deals. Leisure (Movies) 28% Online Shopping Leisure 31% (Others)2% Coupons 15% Restaurants Life Services 19% 5% © Dataotuan - blog.dataotuan.com – May 2011 12
  • 13. Top Deals Analytics – Deal Sites The deals which generated the most revenue are more likely to be offered bythe top daily deal sites, likely because of their reach & marketing budgets. Lashou has the biggest percentage among the top deals, followed by Dianpingand 24quan. Lashou 17% Dianping Others 12% 9% 55tuan 3% 24quan Groupon 3% 12% Meituan 5% QQ 5% Manzuo 11% Didatuan Nuomi Ftuan 6% 10% 7% © Dataotuan - blog.dataotuan.com – May 2011 13
  • 14. Top Deals Analytics – Comparison TotalTop deals generate 48 times more revenue Top deals sell 20 times more 992186 21128 20915 1039 Average Revenue (Rmb) Average Nr. SoldTop deals have less discount Top deals have a higher price 66% 266 57% 101  Total Average  Top Deals Average Average©Discount (%) blog.dataotuan.com Average Price (Rmb) Dataotuan - – May 2011 14
  • 15. Top Deals Analytics – Comparison Category Vouchers for Supermarkets, gasoline stations, mobile phone minutes etc.generated the highest average revenue, even though their discounts are thesmallest. e.g. a 100 Rmb gas voucher offered for 92 Rmb. Very likely becausetheir real value is trustworthy and the vouchers can be used in many locations. Online shopping deals have on average the longest deal time. Life Services deals offer the highest discount but their nr. sold is far less thandeals from other categories. Av. Nr. Sold Av. Price Av. Discount Av. Revenue Days Life services 1,403 2,500 75% 721,866 12 Restaurants 13,763 116 48% 878,128 5 Online shopping 16,790 270 68% 818,992 18 Vouchers 18,503 118 8% 1,724,979 7 Leisure 24,619 62 71% 946,924 11 *Average Price, Average Revenue are all in Renminbi. Days is the availability of the deal in days © Dataotuan - blog.dataotuan.com – May 2011 15
  • 16. Top Deals Analytics – Location & OffersLocation Online shopping deals are mostly national deals, while deals in the categories of restaurants, leisure, life services and vouchers are in general local. In terms of the number of top local deals, Shanghai has the most, followed by Beijing and Tianjin.Restaurants Half of the top restaurant deals are offered by Dianping. Hotpots and Buffet deals stand out among the Top Restaurant Deals. Venues with brand awareness and/or several locations (chains) are especially popular.Leisure Movies account for 28% of all the top deals. Most of the movie deals offer 2 person-packages - tickets with snacks and drinks included, and have flexible usage terms. © Dataotuan - blog.dataotuan.com – May 2011 16
  • 17. Summary – 1Daily Deal Sites: In terms of the total revenue, the top 10 deal sites account for nearly 70% ofthe marketing share, with Lashou by far the leading player. QQ has the most deals, which shows its aggressiveness in merchantacquisition. Sina is no.1 in total number sold and average nr. sold per deal, but its totalrevenue and the number of deals is much less than the other big deal sites. Thebest sold deals on Sina are more likely the cheap cosmetics and charity deals.Deal categories: The average price/deal is 101 Rmb, average discount is 66%. Restaurant deals are on average the cheapest. Life services deals have the biggest discount, highest price but the lowest nr.sold/deal and revenue/deal. Online shopping deals have the highest nr. sold and the 2nd most revenue, onereason for this is that they are available for a much longer time compared withthe deals of the other categories. © Dataotuan - blog.dataotuan.com – May 2011 17
  • 18. Summary – 2Top Deals Specifics: More Revenue Top Deals generate 48 times more revenue, More Sales Top Deals sell 20 times more per deal compared to the total Quality Attract buyers because of the deal quality, not just discount Flexible Have flexible usage terms Trustworthy/Awareness Are offered by trustworthy merchants Convenience Can be redeemed at many locations © Dataotuan - blog.dataotuan.com – May 2011 18
  • 19. 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 – May 2011 19
  • 20. Dataotuan Tracks & CollectsDataotuan Tracks Dataotuan Collects149 of the main Daily Deal Sites Number of Deals Gross revenue Province, City, District, Category, Sub Cat.314 cities in Mainland China(*) Deals & Revenue per District Number of “real’ active Cities/Provinces2000 – 4000 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 – May 2011 20
  • 21. Dataotuan HelpsDaily Deal websites  Sales Tool to help source & re-target deals as well as explore new cities  Daily Deal Predictor  Competition Analysis  City Market Entry  SWOT of your website or the competitionAnalysts and Investors  Estimates of the Gross Revenue of the main Daily Deal websites.  Revenue trends for the main Daily Deal websites  Detailed market analysis for all tier cities in Mainland China.  Detailed category analysis for provinces & 1st and 2nd tier cities  Daily Deal Winners & Losers benchmarkMerchant Advisor:  Select the most relevant daily deal website for your offer  Help to decide discount & pricing etc based on Dataotuan data. © Dataotuan - blog.dataotuan.com – May 2011 21
  • 22. Contact Dataotuan We’re happy to help you, please contact us at: 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 one daily deal website that unfortunately is not included due to not providing data access (api) is Ju.taobao.com. Please contact us if you have any questions/remarks related to this report. © Dataotuan - blog.dataotuan.com – May 2011 22