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The Chinese Daily Deal Market in August - Quantity or Quality?

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The Chinese Daily Deal Market in August
For Group-buying sites: Quantity or Quality, that is the question.
Dataotuan (www.dataotuan.com) 's observation on the top deals and seasonal deals

Published in: Sports, Business
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The Chinese Daily Deal Market in August - Quantity or Quality?

  1. 1. Chinese Daily Deal Websites 2011 Aug. Report Special: Top Deals & Seasonal Deal s dataotuan.com Data source: Dataotuan.com 2011 Aug. 1-31 Published: Sept. 26, 2011
  2. 2. Table of Contents <ul><li>Specifications </li></ul><ul><li>Main Daily Deal Websites Analytics </li></ul><ul><li>Deals Overall Comparison </li></ul><ul><li>Top Deals Analytics </li></ul><ul><li>Seasonal Deals </li></ul><ul><li>Summary </li></ul><ul><li>About Dataotuan </li></ul><ul><li>Dataotuan Tracks & Helps </li></ul><ul><li>Contact </li></ul>
  3. 3. Specifications 1 – Data Definitions <ul><li>All the data have been collected in the period Aug. 1-31, 2011. </li></ul><ul><li>Number of deal sites tracked: 149 </li></ul><ul><li>Number of cities tracked: 314 </li></ul><ul><li>Definitions: </li></ul><ul><ul><li>Nr. Deals – number of deals closed with the merchants and launched on the deal sites. (including the number of failed deals) </li></ul></ul><ul><ul><li>Nr. Sold – total number of times that the consumers bought deals. </li></ul></ul><ul><ul><li>Revenue: Nr.Sold * Current price (the price the consumer pays) </li></ul></ul><ul><ul><li>Top Deals – the 500 deals which generated the most revenue. </li></ul></ul><ul><ul><li>Seasonal deals – the deals that are popular in a specific season or around the time of a specific festival. </li></ul></ul><ul><ul><li>Local deals – the localized service deals, including dining, leisure and life services. Normally they are only available for consumers from a specific city. </li></ul></ul>*See for a full overview of what data Dataotuan has “Dataotuan Tracks & Collects”
  4. 4. Specifications 2 - Categories <ul><li>Deals category/subcategory specification by Dataotuan. </li></ul>Dining Leisure Life Shopping Others Local Cuisine Recreation/Games Photography Food/Beverage Lucky draw Seafood/Buffets Film/Exhibitions Car Maintenance Skin care/Make-up Charity donation Drinks/Dessert Drama/Shows Pet Care Household General vouchers for supermarkets, gasoline station, mobile phone minutes, etc. Asian Food Travel Education/Training Clothing/Footgear Western Food KTV Medical Services Jewelry/Accessories Hotpot/BBQ Sports/Fitness Hair/Nail Beauty Kids Dining Others Leisure Others Beauty/Massage Electronic Products     Life Others Shopping Others
  5. 5. Top Daily Deal Websites – Market Share 1 <ul><li>In terms of total revenue, QQ has the biggest market share (12%). </li></ul><ul><li>The top 20 deal sites in total account for 91% of the group-buying market share. </li></ul>
  6. 6. Top Daily Deal Websites – Market Share 2 Top 10 Websites (Revenue) <ul><li>The top 10 deal sites remained the same from June to August, although some </li></ul><ul><li>changed positions. </li></ul><ul><li>Gaopeng is still 1 position out of the top 10 in terms of revenue. </li></ul>June July August QQ 10.0% QQ 11.9% QQ 12.0% Meituan 8.6% 55tuan 9.3% 55tuan 9.6% Manzuo 8.4% Manzuo 7.6% Lashou 9.0% 24quan 8.2% Meituan 7.1% Meituan 7.0% Nuomi 7.9% Dianping 7.1% Dianping 6.8% Ftuan 7.0% Lashou 6.3% Manzuo 6.6% Dianping 7.0% Nuomi 5.9% Nuomi 5.8% 58tuan 6.6% 58tuan 5.8% 24quan 5.6% 55tuan 6.0% Ftuan 5.6% 58tuan 5.0% Lashou 5.1% 24quan 5.4% Ftuan 4.3% Total 74.8% Total 72% Total 71.5%
  7. 7. Sites Ranking Comparison Top 10 Websites <ul><li>QQ is again no.1 in Nr. of deals launched, total nr. sold and total revenue. </li></ul><ul><li>Gaopeng is no.5 in Nr. of deals, but only no.10 in Nr. Sold, and no.11 in Revenue. </li></ul><ul><li>Dianping is no.20 in Nr. of deals, but no.9 in Nr. Sold, and no.5 in Revenue. </li></ul><ul><li>This comparison indicates the big difference in deal quality between the two sites. </li></ul>Rank Nr. of Deals Total Nr. Sold Revenue June July Aug June July Aug June July Aug 1 QQ QQ QQ Meituan QQ QQ QQ QQ QQ 2 55tuan 55tuan 55tuan QQ Meituan Lashou Meituan 55tuan 55tuan 3 Lashou 24quan Lashou Lashou 55tuan Meituan Manzuo Manzuo Lashou 4 Meituan Gaopeng 24quan Nuomi Lashou 55tuan 24quan Meituan Meituan 5 24quan Lashou Gaopeng 55tuan Ganji Ganji Nuomi Dianping Dianping 6 Gaopeng Meituan 58tuan 58tuan Nuomi Nuomi Ftuan Lashou Manzuo 7 58tuan 58tuan Meituan 24quan Gaopeng Manzuo Dianping Nuomi Nuomi 8 Ftuan Ftuan Ftuan Aibang Dianping 24quan 58tuan 58tuan 24quan 9 Manzuo Manzuo Manzuo Manzuo Manzuo Dianping 55tuan Ftuan 58tuan 10 Nuomi Nuomi Nuomi Dianping 24quan Gaopeng Lashou 24quan Ftuan
  8. 8. Sites Pricing strategy <ul><li>The average discount of all the daily deals is 64%, the average price is 137 Rmb. </li></ul><ul><li>The discount of the top 10 deal sites ranges from 58% to 69%; The average price </li></ul><ul><li>ranges from 106 to 315 Rmb. </li></ul>Average Price Overall price/deal: 137 Rmb Average Discount Overall average discount: 64% 315 58% 69% 106 58%
  9. 9. Deals Overall Comparison <ul><li>Comparing the statistics from May to July, more and more deals were launched, </li></ul><ul><li>but they generated on average less and less revenue as well as less Nr. Sold. </li></ul><ul><li>One reason might be the average price per deal kept increasing while at the </li></ul><ul><li>same time the average discount percentage went down. </li></ul>
  10. 10. Deals Category Comparison <ul><li>Dining deals make up 27.5% of all deals launched, followed by Life service </li></ul><ul><li>deals (25.2%). </li></ul><ul><li>Dining deals are the cheapest, with the smallest discount. </li></ul><ul><li>Life services deals are the most expensive, even after the biggest discount. </li></ul>            Average Nr. Sold 290 405 130 629 4316 Average Price (Rmb) 75 137 208 143 78 Average Discount 54% 63% 82% 57% 56%
  11. 11. Daily Deals in Different Regions <ul><li>In East China the most local deals (Dining, Leisure and Life services) are </li></ul><ul><li>launched. Southwest and especially Northwest China are trailing behind. </li></ul><ul><li>In North China the average deal price is the highest, in the Central it's the </li></ul><ul><li>lowest. </li></ul>  Nr. of Local Deals Average Nr. Sold/ Deal Average Price/ Deal (Rmb) Average Discount East China 33,778 305 132 63% North China 14,190 511 174 65% South China 14,073 267 167 64% Central China 9,913 389 109 65% Northeast China 7,891 354 128 62% Southwest China 7,098 370 127 64% Northwest China 4,044 504 111  66%
  12. 12. Daily Deals Market Region by Region © Dataotuan - blog.dataotuan.com – Aug. 2011 Nr. of Local Deals Average Nr. Sold/Deal 33,778 4,044 14,190 14073 9,913 7,891 7,098 132 174 167 109 128 127 111
  13. 13. Top Deals Analytics – Deal Categories 33% <ul><li>Leisure accounts for 33% of the highest grossing top deals, the summer </li></ul><ul><li>holiday may play a big role here. </li></ul><ul><li>Movies, a sub-category of Leisure, continue to be popular, accounting for 20% </li></ul><ul><li>of all the top 500 deals. But this percentage is lower than in July (28%). </li></ul><ul><li>Dining deals are the 2 nd most popular category among the top deals. </li></ul>  Aug. July June Life services 17% 10% 10% Dining 21% 26% 22% Online shopping 18% 21% 22% Leisure (Movies) 20% 28% 24% Leisure (Others) 13% 9% 7% Others 11% 6% 15%
  14. 14. Top Deals Analytics – Deal Sites <ul><li>Dianping, as in June and July, again has the biggest percentage among the top </li></ul><ul><li>deals, followed by Nuomi and Manzuo. </li></ul>
  15. 15. Seasonal Deals - 1 <ul><li>Moon cake deals are very popular in August, the month before Mid-autumn Festival: </li></ul><ul><li>10,685 deals are launched, which account for 9% in total deal number, 6% in total </li></ul><ul><li>revenue in August. </li></ul><ul><li>Moon cake deals also take 4% among top deals. </li></ul>
  16. 16. <ul><li>Other seasonal deals with “Mid-autumn Festival” as the sales point, including </li></ul><ul><li>dining, travel, entertainment, etc. </li></ul>Seasonal Deals - 2
  17. 17. Summary 1 – Market Trends <ul><li>1. The trend of the Chinese Daily Deal market – </li></ul><ul><li>Deals’ Quantity goes up and Quality goes down. </li></ul><ul><li>Comparing the statistics from May to August, each month more and more </li></ul><ul><li>deals are launched, but at the same time the average Nr. Sold and the average </li></ul><ul><li>Revenue are getting less and less. </li></ul><ul><li>The total deal number in August doubled the number in May, but the average </li></ul><ul><li>revenue per deal decreased 1/3, and the average no. Sold per deal declined </li></ul><ul><li>nearly 50%. </li></ul><ul><li>2. QQ keeps leading, Dianping shows good quality control. </li></ul><ul><li>As in June and July, QQ is the no.1 in Nr. of Deals launched, total Nr. Sold and </li></ul><ul><li>Revenue. </li></ul><ul><li>Revenue wise the top 10 sites remained the same, though the ranking changed. </li></ul><ul><li>Dianping shows good quality control: it is only no.20 in Nr. of deals, but its Nr. </li></ul><ul><li>Sold ranks the 9 th place, and Revenue ranks the 5 th place. </li></ul><ul><li>Dianping continuously has the biggest percentage among the top deals. </li></ul>
  18. 18. Summary 2 – Top Websites & Failed deals <ul><li>4. Top sold deals and seasonal deals analytics: </li></ul><ul><li>Leisure accounts for 33% of the 500 top deals; among the popular leisure deals, </li></ul><ul><li>the majority is in the sub-category Movies (20%), though the percentage is </li></ul><ul><li>smaller than in July. </li></ul><ul><li>Dining deals are the 2 nd most popular category among the top deals. </li></ul><ul><li>As the very popular seasonal deals, 10,685 moon cake deals are launched, </li></ul><ul><li>which account for 9% in total deal number, 6% in total revenue in August. </li></ul><ul><li>Moon cake deals also make up 4% among top deals. </li></ul><ul><li>3. There is a big difference among the 7 regions in China, in terms of the </li></ul><ul><li>development of the daily deals market. </li></ul><ul><li>In East China the most local deals (Dining, Leisure and Life services) are </li></ul><ul><li>launched. Southwest and especially Northwest China are trailing behind. </li></ul><ul><li>As for the average deal price, North China is the highest; Central China is </li></ul><ul><li>the lowest. </li></ul>
  19. 19. About Dataotuan.com Dataotuan, a unique daily deal aggregator and analytics platform in China, was started with 2 goals in mind. <ul><li>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 them </li></ul><ul><li>To analyze the deal data in order to find out what constitutes the best daily deal </li></ul>
  20. 20. Dataotuan Tracks & Collects Dataotuan Tracks *Dataotuan adds new Daily Deal websites on a regular basis based on quality and time of existence. Deal Title Price (Original, Current, Abs. And % Discount) Number of Sold Deals Category/Sub Category Availability in Time City, District, Latitude/Longitude Weather & more Deals & Revenue per District Number of “real’ active Cities/Provinces Number of Deals Gross revenue Province, City, District, Category, Sub Cat. 314 cities in Mainland China(*) 2000 – 4000 new deals every day Dataotuan Collects 149 of the main Daily Deal Sites
  21. 21. Dataotuan Helps <ul><li>Analysts and Investors </li></ul><ul><ul><li>Estimates of the Gross Revenue of the main Daily Deal websites. </li></ul></ul><ul><ul><li>Revenue trends for the main Daily Deal websites </li></ul></ul><ul><ul><li>Detailed market analysis for all tier cities in Mainland China. </li></ul></ul><ul><ul><li>Detailed category analysis for provinces & 1st and 2nd tier cities </li></ul></ul><ul><ul><li>Daily Deal Winners & Losers benchmark </li></ul></ul><ul><li>Daily Deal websites </li></ul><ul><ul><li>Sales Tool to help Source & Re-target deals as well as explore new cities </li></ul></ul><ul><ul><li>Daily Deal Predictor </li></ul></ul><ul><ul><li>Competition Analysis </li></ul></ul><ul><ul><li>City Market Entry </li></ul></ul><ul><ul><li>SWOT of your website or the competition </li></ul></ul><ul><li>Merchant Advisors </li></ul><ul><ul><li>Select the most relevant daily deal website for your offer </li></ul></ul><ul><ul><li>Help to decide discount & pricing etc based on Dataotuan data. </li></ul></ul>
  22. 22. Dataotuan Announcements <ul><li>Dataotuan Singapore is out of its soft launch, see singapore.dataotuan.com </li></ul><ul><li>Dataotuan Malaysia is out of its soft launch, see malaysia.dataotuan.com </li></ul><ul><li>Dataotuan Philippines is in soft launch, see philippines.dataotuan.com </li></ul><ul><li>Dataotuan Taiwan is in soft launch, see taiwan.dataotuan.com </li></ul>Dataotuan offers from now on also the sales & data products for Singapore, Malaysia and The Philippines Australia & Taiwan are expected to be data ready in the coming month. If you like Dataotuan to track a specific country, please contact us
  23. 23. Contact Dataotuan <ul><li>The objective of this report is to offer insights into the Chinese Daily Deal industry. </li></ul><ul><li>Data are collected from the main Chinese deal websites and offer a reliable indication of the Chinese daily deal market </li></ul><ul><li>The daily deal website that unfortunately are not included due to not providing correct data access (api) is groupon.cn. </li></ul><ul><li>Please contact us if you have any questions/remarks related to this report. </li></ul><ul><li>We’re happy to help you, please contact us at: </li></ul><ul><ul><li>Chinese +86 13761796676 Email: wenli@dataotuan.com </li></ul></ul><ul><ul><li>English +86 13801660890 Email: gemme@dataotuan.com </li></ul></ul><ul><li> Read more on blog.dataotuan.com </li></ul><ul><li> Follow us on twitter.com/dataotuan </li></ul><ul><li>weibo.com/dataotuan </li></ul><ul><li>Subscribe to our Reports [email_address] </li></ul>

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