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China Daily Deal Customer Satisfaction Survey 2012 Q2

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17 questions answered by 1918 Chinese consumers in May/June 2012;Results of Survey Daily Deals China (Participants;Buying Frequency;Category Preferences,etc.)

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China Daily Deal Customer Satisfaction Survey 2012 Q2

  1. 1. Dataotuan.com China Daily Deal Customer Satisfaction Survey17 questions answered by 1918 Chinese consumers in May/June 2012In cooperation with StarrySurvey.com Published: Jul. 26, 2012
  2. 2. Table of Contents Quick Survey Results & Conclusion The Survey Answers, One question at the time inc charts About Dataotuan Dataotuan Sales/Investor Tools Dataotuan Announcements – Countries, Maps, Mobile Contact About StarrySurvey © Dataotuan - blog.dataotuan.com – www.dataotuan.com - Jul. 2012
  3. 3. Quick Results of Survey Daily Deals China - 1 They buy a lot of deals, intend to buy more. Daily deals are very popular in China. People search and buy a lot. The larger group being the 21-40 yrs old (86% of our respondents) and more women then men. The majority (68%) is searching for deals in their own neighbourhood where they live and where they shop (41,8%). Satisfaction with the merchants should improve. Despite the already high frequency and the intention to buy more deals, only 67,8% of the Chinese shoppers are satisfied with what they bought at a daily deal site. That’s not a lot. 31,8% said it was a “so-so” experience: not good not bad. And since dining (67,5%) and online shopping (66,7%) are the 2 major categories in which they buy deals the problem might be there. To put that in a somewhat broader perspective, an online shop on Taobao has to have a customer satisfaction index of at least 92% to get back part of the fee he has to pay to Taobao. Hence, the 67,8% we measured is pretty low indeed.[1] There’s plenty of room for improvement. The biggest improvement will have to come from the merchants. That’s clear. [1] http://www.chinadaily.com.cn/china/2011-10/13/content_13881218.htm © Dataotuan - blog.dataotuan.com – www.dataotuan.com - Jul. 2012 3
  4. 4. Quick Results of Survey Daily Deals China - 2 Reasonable repurchase intention. Although the satisfaction level is not that brilliant half of the consumers (52,6%) plan to go back to the same merchant when a similar deal is offered. 45,7% says they will go back to the same merchant and pay the full price Could this mean that the low price in itself is not a major argument to buy a daily deal but that consumers are searching for a good balance between quality and price? It could be. 4 Recommended deal websites and the reasons The 4 daily deal websites that were mentioned most often were Juhuasuan, Meituan, Lashou and Dianping. The same 4 that got the highest Holaba-score in survey we did in Q4/2011 and Q1/2012/ On the question “Why do you recommend these daily deal sites?” the low price was only the nr3 reason. The most important for the respondent is the abundance of daily deals in different categories. This explains why aggregators rank nr. 2 as the place to find deals. The deal sites themselves still rank nr. 1 as the place to go. Surprising is to see that LBS is still very small as a source about deals (5,7%). © Dataotuan - blog.dataotuan.com – www.dataotuan.com - Jul. 2012 4
  5. 5. Quick Results of Survey Daily Deals China - 3 Strong willingness to recommend daily deal sites and deals. It was not surprising to read that 31,4% mention “friends” as a source about daily deals. Whenever daily deal buyers are satisfied they recommend the deal to their friends. 18% says they do it every time - which is more than the usual 15% of all consumers we usually tend to call “brand recommenders.” A very high 36,3% say they do it very often. 68,8% uses IM (QQ or MSN) to send out their recommendations to their friends. 52,7% just talks (face 2 face) en 38,3% uses the phone. Weibo and SNS are less used. The above numbers confirm the power of WOM, also in this industry. Recommenders rule. Could this mean that the low price in itself is not a major argument to buy a daily deal but that consumers are searching for a good balance between quality and price? It could be. Conclusion Chinese consumers are heavy buyers of daily deals and intend to even buy more., even though 1/3 of the merchants didn’t deliver a satisfying experience for the buyer. The most recommended websites are Juhuasuan, Meituan, Lashou and Dianping Chinese deal buyers are active recommenders using IM & Face-to-Face communication. © Dataotuan - blog.dataotuan.com – www.dataotuan.com - Jul. 2012 5
  6. 6. Participants: Gender, Age & Location Respondents Profile Female Male 45.00 46.00 47.00 48.00 49.00 50.00 51.00 52.00 53.00 % % % % % % % % % Shenzhen 2.50% 3.50% 2% 8.40% Northwest 3.20% <20 21-30 Guangzhou 3.30% 31-40 Northeast 4.90% 41-50 >50 Southwest 5.90% North China 6.40% 31% Beijing 6.60% 55.10% South China Others 7.50% Central China 8.60% Shanghai 18% East China Others 33.20% 0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00% 35.00% © Dataotuan - blog.dataotuan.com – www.dataotuan.com - Jul. 2012
  7. 7. Buying Frequency Majority of respondents often buy daily deals 5% 10% 9% No idea what daily deal is. 48.50% Once a week or more Other ways to find promotions 30.50% Once a month Once a quarter Others 11% Once every 6 months 41% Less or never Not interested in discounts. 9.50% 35% 0% 20% 40% 60%Q4 How frequently do you buy from daily deal sites? (single Choice)Q5 Why do you seldom or never buy daily deal? (single Choice) © Dataotuan - blog.dataotuan.com – www.dataotuan.com - Jul. 2012
  8. 8. Category Preferences Dining and Shopping most popular categories 34.5% 50.6% Dining Leisure Life 66.7% Online Shopping 67.5%Q6 In which category did you buy a daily deal? (Multiple Choice) © Dataotuan - blog.dataotuan.com – www.dataotuan.com - Jul. 2012
  9. 9. Most Recommended Deal Sites & Why Juhuasuan, Lashou & Meituan recommended, variety in deals top reason50%45% Different categories 66.30%40% Trustworthy 55.60%35%30% Low price 54.10%25% Famous 38%20% Good after-sales service 27.50%15%10%  Most recommended 5% 0% 55 i i o n g ji Ju tuan n i n 24 g s m an n an n an n ou n an an q hu an zuTu tua in er ua n ua ua ua ua ua Ju uo tu tu sh tu pe tu u np ei th an G tq ot qt Ft nt as gt ei a ke da N 58 w La ao O ia Ay G Q an Pi M M hu an Li Di D G u ShQ © Dataotuan - blog.dataotuan.com – www.dataotuan.com - Jul. 2012
  10. 10. Satisfaction  Majority is satisfied. 1/3 had a so so 31.80% experience and a small percentage was not satisfied 0.40% Im satisfied. Just so so. Not satisfied Others 67.80% Too many restrictions Merchant tried to charge more. The service not as good as normal. Product/service provided different from the offer 0% 10% 20% 30% 40% 50% 60% 70% 80%Q9 Overall, were you satisfied with your consumption experience of daily deal? (single Choice)Q10 If not satisfied, what is the main reason that you were not satisfied? (Multiple Choice) © Dataotuan - blog.dataotuan.com – www.dataotuan.com - Jul. 2012
  11. 11. Merchant Stickiness  Almost half of respondents says they’re willing to pay the original price Only if merchant offers again a daily deal/big 52.60% discount.Will even purchase at the 45.70% original price. No. 1.60% 0% 10% 20% 30% 40% 50% 60% Q11. Will you go back to the merchant after using the Daily Deal-voucher? (single Choice) © Dataotuan - blog.dataotuan.com – www.dataotuan.com - Jul. 2012
  12. 12. Future Plans for Buying Deals Majority of Chinese respondents plans to buy the same or more deals Buy the same number of daily deals Buy more daily deals Buy less daily deals 0% 10% 20% 30% 40% 50% 60% 70%Q15 In the future (the next couple of months) do you plan (single Choice) © Dataotuan - blog.dataotuan.com – www.dataotuan.com - Jul. 2012
  13. 13. Do you recommend deals to your friends and how? Purchased Deals are recommend often to friends & > 37% of those follow up Do you usually recommend a Do your friends follow your bought deal to your friends? recommendation and buy? 18% 36.30% 27.30% 57.90% 4.90% 0.90% Never Rarely Never Every time Rarely Often Every time Sometimes Often 10% Sometimes 4% 0.80% 39.90%Q13 Do you usually recommend it to your friends after you buy a daily deal? (single Choice)Q14 Do your friends follow your recommendation and buy the deal? (single Choice) © Dataotuan - blog.dataotuan.com – www.dataotuan.com - Jul. 2012
  14. 14. Recommendation Communication Instant Messaging & Face to Face are most used methods to recommend Others SNS (Kaixin, Renren, etc.) Weibo/Twitter Email SMS Phone Face 2 Face QQ / MSN 0% 10% 20% 30% 40% 50% 60% 70% 80%Q15 How do you talk about your recommendations? (Multiple Choice) © Dataotuan - blog.dataotuan.com – www.dataotuan.com - Jul. 2012
  15. 15. How do you find daily deals Daily Deal websites are the nr. 1 Choice, followed by Aggregators Daily deal websites Daily deal aggregators Daily deal channels of integrated website. Email Friends Weibo / SNS Location bases services Others 0% 10% 20% 30% 40% 50% 60% 70%Q16 How do you find the information about daily deals? (Multiple Choice) © Dataotuan - blog.dataotuan.com – www.dataotuan.com - Jul. 2012
  16. 16. Deals Proximity Majority of respondents looks for deals close to where they live Close to Home Close to where I usually shop Close to workplace No 0% 10% 20% 30% 40% 50% 60% 70% 80%Q17 Do you search for promotions/daily deals in your neighborhoud? (Multiple Choice) © Dataotuan - blog.dataotuan.com – www.dataotuan.com - Jul. 2012
  17. 17. About Dataotuan.comDataotuan, a unique worldwide daily deal aggregator & analytics platform wasstarted with 2 goals in mind.1. To analyze the deal data in order to find out what constitutes the best daily deal2. 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 © Dataotuan - blog.dataotuan.com – www.dataotuan.com - Jul. 2012 17
  18. 18. 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 http://sh.nuomi.com/deal/heitudi02.html 198元享原价584元的黑土地农家院5Local Cuisine 62 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 198 461 4.3 12276 2012/2/17 2012/3/15 http://t.58.com/sh/21719731622380034 58tuan 【正宗东北特色菜,清明节假期通用】 Dining Local Cuisine 27 元的黑土地农家院5-6人餐!悠悠黑土地,浓浓东北情 198元享原价463 198 463 4.3 5346 2012/2/10 2012/3/7 http://shanghai.didatuan.com/team.php?id=28011 【南京西路】点评四星商户,品质保证!仅238元,原价575元『东北黑土地农家院』5-7人套餐:长白山红烧 Didatuan Dining Local Cuisine 79 238 575 4.14 18802 2011/8/30 2012/12/24 http://www.groupon.cn/ShangHai/-5690889004661427184.html8-10人套餐:七彩拉皮+ 熟食拼盘+ 金牌手抓骨头+ 野生黑木 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 - Jul. 2012 18
  19. 19. 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 - Jul. 2012 19
  20. 20. 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 s i t e nam e Si t e A Ti m per i od e Fr om 2011/ 12/ 1 Ti l l 2011/ 12/ 31 Geo c ov er i ng Chi na % per cat egor y ( r evenue) Ranki ng & M ket shar e of t he si t e ar Dining Leisure Life Shopping Ranking Revenue Revenue % Ranking Nr.sold Nr. sold %Si t e A 37% 25% 26% 12% 4 9.80% 2 7.90%Aver age 24% 26% 23% 27% - - - - Deal per f or mance & pr i ci ng Ci t y cover ed and t op 3 ci t y by r evenue Price/deal Dicount/deal Nr.sold/deal Revenue/deal Nr.city covered No.1 No.2 No.3Si t e A 108 62% 1331 49832 84 Shanghai Tianjin HangzhouAver age 142 60% 453 12540 52 Beijing Shanghai Guangzhou Deal s i t e nam e Si t e B Ti m per i od e Fr om 2011/ 12/ 1 Ti l l 2011/ 12/ 31 Geo c ov er i ng Chi na % per cat egor y ( r evenue) Ranki ng & M ket shar e of t he si t e ar Dining Leisure Life Shopping Ranking Revenue Revenue % Ranking Nr.sold Nr. sold %Si t e B 12% 23% 17% 45% 3 10.20% 5 5.70%Aver age 24% 26% 23% 27% - - - - Deal per f or mance & pr i ci ng Ci t y cover ed and t op 3 ci t y by r evenue Price/deal Dicount/deal Nr.sold/deal Revenue/deal Nr.city covered No.1 No.2 No.3Si t e B 123 62% 1540 58713 97 Shanghai Nanjing TianjinAver age 142 60% 453 12540 52 Beijing Shanghai Guangzhou © Dataotuan - blog.dataotuan.com – www.dataotuan.com - Jul. 2012 20
  21. 21. 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 . D s i n t ot al eal Local Ser vi ce D s Q eal 1 Q2 Q3 Q4 Shoppi ng D s eal Aver age Pr i ce Aver age N . Sol d r © Dataotuan - blog.dataotuan.com – www.dataotuan.com - Jul. 2012 21
  22. 22. Dataotuan Geo CoverageDataotuan aggregates and analyzes the daily deal markets inAsia - China, Singapore, Malaysia, Philippines, Taiwan, Hong Kong, IndonesiaEurope – UK, Ireland, FranceOceania - Australia and New Zealand,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 - Jul. 2012 22
  23. 23. Dataotuan Tracks & CollectsDataotuan Tracks Dataotuan Collects300 of the main Daily Deal Sites Number of Deals Gross revenue Province, City, District, Category, Sub Cat.546 main cities in the world Deals & Revenue per District Number of “real’ active Cities/Provinces>30,000 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 - Jul. 2012 23
  24. 24. Dataotuan Map Announcements – 1 Dataotuan has Customizable Deal Maps for each Country © Dataotuan - blog.dataotuan.com – www.dataotuan.com - Jul. 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 - Jul. 2012 25
  26. 26. 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 c 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 Survey is to offer insights into the Chinese Daily Deal industry. Data were collected in the period May/June 2012 in cooperation with Starry Media, a premium survey platform in China Please contact us if you have any questions/remarks related to this report. Please quote Dataotuan as a source with a link to dataotuan.com/international when you use our report/data © Dataotuan - blog.dataotuan.com – www.dataotuan.com - Jul. 2012 26
  27. 27. Starry Media Please contact us at: Email: echo.xia@starrymedia.comStarrySurvey.com is a leading provider of online survey solutions.Enterprises can easily and effectively use the online survey platform to meetsurvey needs. High effectiveness and low cost are the values thatStarrySurvey offers to companies. Find us on www.starrymedia.com Read more on blog.starrysurvey.com Follow us on twitter.com/starrymedia weibo.com/starrymediia © Dataotuan - blog.dataotuan.com – www.dataotuan.com - Jul. 2012 27

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