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.comWho are the main players, what are the categories and what ... constitutes a good Chinese daily deal.TRANSCRIPT
© Dataotuan - blog.dataotuan.com – May 2011
Chinese Daily Deal (Tuangou)
Websites Analysis
2011 May Report
dataotuan.com
Data source: Dataotuan.com 2011 May. 1-31Published: June 15, 2011
© 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 3
What Is a Top Deal
A Top Daily Deal is exactly what you would expect
It's 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 4
Specifications 1 – Data Definitions
1. All the data have been collected in the period May 1-31, 2011.
2. Number of deal sites tracked: 149
3. Number of cities tracked: 314
4. 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 5
Specifications 2 - Categories
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,
gasoline station,
mobile phone
minutes, etc.
Japanese/Korean Hotel/Tour Education/Training Clothing/Footgear
Western Food/
InternationalKTV Realty/Car Trade Jewelry/Accessories
Hotpot/Barbecue Sports/Fitness Medical Examination Children-related
Others OthersHairdressing and
Nail BeautyElectronic Products
Health Others
Beauty/SPA
Others
Deals category/subcategory specification by Dataotuan.
© Dataotuan - blog.dataotuan.com – May 2011 6
The top 10 deal sites account for nearly 70% of the total revenue.
Lashou is no.1 in revenue, significantly more than the others.
Top Daily Deal Websites – Market Share
24quan
7.6%
Meituan
8.2%
Lashou
14.4%
Others
30.8%
55tuan
3.6%Manzuo
4.9% Nuomi
5.2%Ftuan
5.5%
5.9%
Dianping
6.5%
58tuan
7.5%
© Dataotuan - blog.dataotuan.com – May 2011 7
Top Daily Deal Websites - Overview
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
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 has
much less revenue and deals compared with the other big deal sites.
© Dataotuan - blog.dataotuan.com – May 2011 8
Average Discount (%)
82%
56%
64%
66%
66%
Deal Categories - Price
Restaurant deals are the cheapest.
Life services deals are the most expensive
Average Nr. Sold
248
549
1306
943
1039
Average Revenue (Rmb)
12661
21845
23297
23439
20915
Average Price/Rmb
154
63
86 86
101
Life services
Restaurants
Online shopping
Leisure
Total
© Dataotuan - blog.dataotuan.com – May 2011 9
Average Nr. Sold
248
549
1306
943
1039
Average Revenue (Rmb)
12661
21845
23297
23439
20915
Deal Categories - Discount
Life services have the biggest discount,
the lowest nr. sold/deal & the lowest revenue/deal.
Restaurants offer the smallest discount
Average Price (Rmb)
154
63
86
86
101
Average Discount (%)
82%
56%
64% 66% 66%
Life services
Restaurants
Online shopping
Leisure
Total
© Dataotuan - blog.dataotuan.com – May 2011 10
Average Revenue (Rmb)
12661
21845
23297
23439
20915
Average Price (Rmb)
154
63
86
86
101
Average Discount (%)
82%
56%
64%
66%
66%
Deal Categories - Nr. Sold
Online shopping deals have the highest nr.sold/deal.
Online shopping deals have the 2nd best
revenue/deal.
Average Nr. Sold
248
549
1306
943
1039
Life services
Restaurants
Online shopping
Leisure
Total
© Dataotuan - blog.dataotuan.com – May 2011 11
Average Price (Rmb)
154
63
86
86
101
Average Discount (%)
82%
56%
64%
66%
66%
Deal Categories - Revenue
Leisure has the most revenue/deal,
closely followed by Online Shopping
Life Services generate the least revenue/deal.
Average Nr. Sold
248
549
1306
943
1039
Average Revenue (Rmb)
12661
21845
23297 23439
20915
Life services
Restaurants
Online shopping
Leisure
Total
© Dataotuan - blog.dataotuan.com – May 2011 12
Restaurants
19%
Online Shopping
31%
Leisure (Movies)
28%
Leisure
(Others)2%
Coupons
15%
Life Services
5%
Top 100 Deals Analytics – Categories
Among the top 100 deals which generated the highest revenue, Online
shopping accounts for 31%, and Leisure 30%.
Movies, a sub-category of Leisure, are very popular: accounting for 28% of all
the top deals.
© Dataotuan - blog.dataotuan.com – May 2011 13
Top Deals Analytics – Deal Sites
55tuan 3%
Groupon 3%
Meituan 5%
QQ 5%
Didatuan
6%Ftuan
7%
Nuomi
10%
Manzuo
11%
24quan
12%
Dianping
12%
Lashou
17%
Others
9%
The deals which generated the most revenue are more likely to be offered by
the top daily deal sites, likely because of their reach & marketing budgets.
Lashou has the biggest percentage among the top deals, followed by Dianping
and 24quan.
© Dataotuan - blog.dataotuan.com – May 2011 14
66%
57%
Average Discount (%)
101
266
Average Price (Rmb)
1039
21128
Average Nr. Sold
20915
992186
Average Revenue (Rmb)
Top Deals Analytics – Comparison Total
Top deals generate 48 times more revenue
Total Average
Top Deals Average
Top deals have less discount
Top deals sell 20 times more
Top deals have a higher price
© Dataotuan - blog.dataotuan.com – May 2011 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 the
smallest. e.g. a 100 Rmb gas voucher offered for 92 Rmb. Very likely because
their 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 than
deals from other categories.
*Average Price, Average Revenue are all in Renminbi. Days is the availability of the deal in days
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
© Dataotuan - blog.dataotuan.com – May 2011 16
Location
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.
Top Deals Analytics – Location & Offers
© Dataotuan - blog.dataotuan.com – May 2011 17
Daily Deal Sites:
In terms of the total revenue, the top 10 deal sites account for nearly 70% of
the marketing share, with Lashou by far the leading player.
QQ has the most deals, which shows its aggressiveness in merchant
acquisition.
Sina is no.1 in total number sold and average nr. sold per deal, but its total
revenue and the number of deals is much less than the other big deal sites. The
best 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, one
reason for this is that they are available for a much longer time compared with
the deals of the other categories.
Summary – 1
© Dataotuan - blog.dataotuan.com – May 2011 18
Top 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
Summary – 2
© Dataotuan - blog.dataotuan.com – May 2011 19
About Dataotuan.com
Dataotuan, 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 them
2. To analyze the deal data in order to find out what constitutes the best daily deal
© Dataotuan - blog.dataotuan.com – May 2011 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
© Dataotuan - blog.dataotuan.com – May 2011 21
Dataotuan Helps
Analysts 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 benchmark
Daily 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 competition
Merchant 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 22
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.
Contact Dataotuan
We’re happy to help you, please contact us at:
Chinese +86 13761796676 Email: [email protected]
English +86 13801660890 Email: [email protected]
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