the chinese daily deal market in october 2011 - warm deals & shanghai's quality over...
DESCRIPTION
An overview of the Chinese Daily Deal (Group-buying Market) in October 2011. Who are the main players, what is the trend of the market, how does the market develop in different regions, and what are latest highlights. This report looks at the differences between cities and marketshares.TRANSCRIPT
© Dataotuan - blog.dataotuan.com – Oct. 2011
Chinese Daily Deal Websites
2011 October Report
Warm Winter Deals &
Shanghai’s Quality over Beijing’s Quantity
Data source: Dataotuan.com 2011 Oct. 1-31 Published: Nov. 30, 2011
Dataotuan.com
© Dataotuan - blog.dataotuan.com – www.dataotuan.com - Oct. 2011 2
Table of Contents
Specifications
Main Daily Deal Websites Analytics
Deals Overall Comparison
Regions & Cities
Top Deals Analytics
Seasonal Deals
Summary
About Dataotuan
Dataotuan Tracks & Helps
Dataotuan Sells
Dataotuan Announcements – Countries, Maps, Mobile
Contact
© Dataotuan - blog.dataotuan.com – www.dataotuan.com - Oct. 2011 3
Specifications 1 – Data Definitions
1. All the data have been collected in the period Oct. 1-31, 2011.
2. Number of deal sites tracked: 125
3. Number of cities tracked: 345
4. 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.
⑤ Local deals – the localized service deals, including dining, leisure and
life services. Normally they are only available for consumers from a
specific city.
*See for a full overview of what data Dataotuan has “Dataotuan Tracks & Collects”
© Dataotuan - blog.dataotuan.com – www.dataotuan.com - Oct. 2011 4
Specifications 2 - Categories
Deals category/subcategory specification by Dataotuan.
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
© Dataotuan - blog.dataotuan.com – www.dataotuan.com - Oct. 2011
Top Daily Deal Websites – Market Share 1 In terms of total revenue, Lashou has the biggest market share (12.7%).
The top 20 deal sites in total account for 88.9% of the market share.
© Dataotuan - blog.dataotuan.com – www.dataotuan.com - Oct. 2011 6
Top Daily Deal Websites – Market Share 2
Top 10 Websites (Revenue)
In the past few months the movement in the top 10 consisted mostly of the same
players changing position.
Aug Sept Oct
QQ 12.0% 55tuan 10.3% Lashou 12.7%
55tuan 9.6% Lashou 10.0% Meituan 12.0%
Lashou 9.0% Ftuan 9.2% 55tuan 9.3%
Meituan 7.0% Meituan 8.8% 58tuan 9.1%
Dianping 6.8% 58tuan 8.2% 24quan 6.0%
Manzuo 6.6% Dianping 6.6% Dianping 5.4%
Nuomi 5.8% 24quan 5.4% Nuomi 5.3%
24quan 5.6% Nuomi 5.3% Manzuo 3.9%
58tuan 5.0% Manzuo 5.3% Ftuan 3.7%
Ftuan 4.3% Gaopeng 3.7% Ganji 3.5%
Total 71.7% Total 72.8% Total 70.9%
© Dataotuan - blog.dataotuan.com – www.dataotuan.com - Oct. 2011
Sites Ranking Comparison
Top 10 Websites Rankings
In the past three months, Lashou/24quan/58tuan increased steadily in Revenue.
Lashou occupied the top position in Revenue.
Rank Nr. of Deals Total Nr. Sold Revenue
Aug Sept Oct Aug Sept Oct Aug Sept Oct
1 QQ 55tuan 55tuan QQ Lashou Meituan QQ 55tuan Lashou
2 55tuan 24quan Lashou Lashou Meituan Lashou 55tuan Lashou Meituan
3 Lashou 58tuan 58tuan Meituan 55tuan 55tuan Lashou Ftuan 55tuan
4 24quan Lashou 24quan 55tuan Manzuo Nuomi Meituan Meituan 58tuan
5 Gaopeng Meituan Meituan Ganji Nuomi Ganji Dianping 58tuan 24quan
6 58tuan Gaopeng Gaopeng Nuomi Ganji Manzuo Manzuo Dianping Dianping
7 Meituan Ftuan Ftuan Manzuo 24quan 58tuan Nuomi 24quan Nuomi
8 Ftuan Manzuo Manzuo 24quan Dianping 24quan 24quan Nuomi Manzuo
9 Manzuo Nuomi Nuomi Dianping 58tuan Dianping 58tuan Manzuo Ftuan
10 Nuomi Ganji Didatuan Gaopeng Ftuan Mengmai Ftuan Gaopeng Ganji
© Dataotuan - blog.dataotuan.com – www.dataotuan.com - Oct. 2011
The average discount of all the daily deals is 64%, the average price is 137 Rmb.
The discount of the top 10 deal sites ranges from 59% to 67%; The average price
ranges from 93.3 to 190.2 Rmb.
190.2
93.3
0
20
40
60
80
100
120
140
160
180
200
拉手 美团 窝窝团 58团 24券 点评团 糯米 满座 F团 赶集
59%
67%
54%
56%
58%
60%
62%
64%
66%
68%
Lashou Meituan 55tuan 58tuan 24quan Dianping Nuomi Manzuo Ftuan Ganji
Average Price Overall price/deal: 137 Rmb
Average Discount Overall average discount: 64%
Sites Pricing strategy
© Dataotuan - blog.dataotuan.com – www.dataotuan.com - Oct. 2011
Comparing the statistics from May to October the amount of deals keeps
increasing, but they generate again on average less and less revenue.
Interestingly, the average price per deal decreased and the average Nr.Sold
increased in Oct., which is against the overall trend in the last 5 months.
4568858509
78752
102294
118732129193
May June July Aug Sept Oct
Nr. Deals
96112
126137
148137
May June July Aug Sept Oct
Average Price(Rmb)
23984
2022717031
13570 13322 12149
May June July Aug Sept Oct
Average Revenue
1325
806
588454 398
468
May June July Aug Sept Oct
Nr. Sold
Deals Overall Comparison
© Dataotuan - blog.dataotuan.com – www.dataotuan.com - Oct. 2011
17.0%
6.1%
30.2%
23.7% 23.0%
Dining Leisure Life Shopping
Dining deals make up 30.2% of all deals launched, followed by Life service deals
(23.7%) and Leisure deals (23%).
Dining deals are the cheapest, with the smallest discount.
Life services deals are the most expensive, even after the biggest discount.
Average Nr. Sold 329 261 147 1133
Average Price (Rmb) 80 124 213 132
Average Discount 52% 63% 81% 62%
Deals Category Comparison
© Dataotuan - blog.dataotuan.com – www.dataotuan.com - Oct. 2011 11
In East China the most local deals (Dining, Leisure and Life services) are
launched. Southwest and especially Northwest China are trailing behind.
In North China the average deal price is the highest, in Central China it's the
lowest.
Daily Deals in Different Regions
Nr. of Local
Deals
Average Nr. Sold/
Deal
Average Price/
Deal (Rmb)
Average
Discount
East China 37,148 219 136 64%
Central China 11,200 194 106 66%
North China 15,188 259 160 67%
South China 13,920 198 151 65%
Northeast China 8,862 186 109 61%
Northwest China 3,996 234 128 65%
Southwest China 6,961 251 135 65%
© Dataotuan - blog.dataotuan.com – www.dataotuan.com - Oct. 2011
Daily Deals Market
Region by Region
Daily Deals Market
Region by Region
Nr. of Local Deals
Average Price/Deal
109
3,996
128
8,862
15,188
160
37,148
13,920
11,200
6,961
136
151
106
135
© Dataotuan - blog.dataotuan.com – www.dataotuan.com - Oct. 2011
Average Nr.
Sold/Deal
Average
Price/Deal
(Rmb)
Average
Discount Nr. Deals Total Nr. Sold
Revenue
Ranking
Tier 1
Beijing 282 193 3.3 7505 2118113 1
Shanghai 404 184 3.1 4941 1997697 2
Guangzhou 248 158 3.4 3571 887243 3
Shenzhen 229 179 3.5 3361 768229 4
Tier 2
Tianjin 296 141 3.2 2928 866735 5
Hanzhou 184 158 3.5 2516 463195 6
Chongqing 262 128 3.7 2265 593550 7
Xiamen 156 185 4.0 1812 283111 8
Revenue wise, the group-buying market in Tier 1 cities is much more
developed than in Tier 2 cities. Tianjin is an exception in terms of Total Nr.
Sold and Average Nr. Sold per deal.
Beijing is the biggest group-buy market. Compared with Shanghai, over 50%
more deals are launched in Beijing, but the average Nr. Sold per deal in
Shanghai is significantly higher than Beijing, indicating a higher deal quality.
Daily Deals in Different Cities
© Dataotuan - blog.dataotuan.com – www.dataotuan.com - Oct. 2011
If you want to enter a new city you want to know;
Who are the good merchants
Where can you find them
What is their daily deal history
Dataotuan – Sales Tools I
Who are your competitors
How competitive is it
What is their sales strategy
What is their pricing strategy
Contact [email protected]
We help you with:
Customized reports, merchant details, raw data, live data and more.
© Dataotuan - blog.dataotuan.com – www.dataotuan.com - Oct. 2011 15
Top Deals Analytics – Deal Categories
Shopping accounts for 36.8% of the highest grossing top deals. Dining deals are
the 2nd most popular category among the top deals (28.7%).
Movies, a sub-category of Leisure, account only for 9.8% of all the top 500 deals
in October.
Cold weather is coming, so winter-seasonal deals are getting popular. (See more
on the Seasonal deals analytics)
Top Deals – Oct.
Leisure-Movie 9.8%
Dining-Hotpot/BBQ 9.5%
Shopping-Clothing/Footgear 8.2%
Shopping-Food/Beverage 6.6%
Life-Photography 6.0%
Dining-Local Cuisine 6.0%
Shopping-Household 5.8%
Leisure-Travel 4.4%
© Dataotuan - blog.dataotuan.com – www.dataotuan.com - Oct. 2011 16
Top Deals Analytics – Deal Sites In October, Dianping lost its top position to Meituan.
The reason for this change might be that Dianping stabilized the amount of
launched deals, while Meituan continues launching more deals, following the
overall trend.
Meituan, 17.1%
Dianping, 11.6%
Nuomi, 8.5%
Lashou, 8.5%
58tuan, 5.3%Ayatuan, 5.2%
55tuan, 5.0%
Ganji, 4.8%
Gaopeng, 4.4%
Manzuo, 4.2%
Didatuan, 4.1%
Juhuasuan, 3.9%
24quan, 2.9%
Ftuan, 2.0%
Others, 12.5%
© Dataotuan - blog.dataotuan.com – www.dataotuan.com - Oct. 2011
If you want to sell more, you need to know
Which deals sell
Which categories sell
More info about active Group-buying merchants
The pricing strategy of different deal sites in different cities
The sales strategy of different deal sites in different cities
The differences in consumer behavior per region/city
Dataotuan – Sales Tools II
Contact [email protected]
We help you with:
Customized reports, raw data, live data dashboard and more.
© Dataotuan - blog.dataotuan.com – www.dataotuan.com - Oct. 2011
A Large numbers of house-hold deals launched in October.
Epecially bedding deals sold particularly well.
Seasonal Deals – Household Deals
© Dataotuan - blog.dataotuan.com – www.dataotuan.com - Oct. 2011
Products, like warm-underwear/warm-plasters, are hot as well.
Seasonal Deals – Warm
© Dataotuan - blog.dataotuan.com – www.dataotuan.com - Oct. 2011
Although Oct. and Nov. are in between two national holidays, travel deals are
still popular. Merchants use good sales promotions to attract customer’s
attention, like an “off-season sale”.
Seasonal Deals - Travel
© Dataotuan - blog.dataotuan.com – www.dataotuan.com - Oct. 2011
Wedding-photography products show innovation. It’s not just photography, but
they’re now combined with tourism. Couples who plan to marry can get more
beautiful photos, as well as sweet travel memories.
Seasonal Deals – Wedding Innovation
© Dataotuan - blog.dataotuan.com – www.dataotuan.com - Oct. 2011
22
Summary 1
1. The trend of the Chinese Daily Deal market –
Deals’ Quantity keeps going up but market seems more rational.
October keeps the same trend from the previous months, while more deal are
launched, and the average Revenue is getting less.
Nevertheless, the average price per deal decreased and the average Nr.Sold
increased in Oct., which is against the overall trend in the last 5 months.
3. There is a big difference among different city tiers in China
Revenue wise, the group-buy market in Tier 1 cities is much more developed
than Tier 2 cities. Tianjin is an exception in terms of Total Nr. Sold and
Average Nr. Sold per deal.
Beijing is the biggest group-buy market. > 50% more deals than Shanghai
Shanghai has better deal quality; Average Nr. Sold/deal is higher than Beijing.
2. In the top 10 it were mostly the same players changing position.
Lashou made it this month to the no.1 position for the revenue ranking.
In the past 3 months, Lashou/58tuan/24quan have been climbing the ranks step
by step in revenue and market share.
© Dataotuan - blog.dataotuan.com – www.dataotuan.com - Oct. 2011 23
Summary 2
4. Dianping lost the top position of the top deals ranking list.
In October, Dianping lost the top position, Meituan is the new leader in quality.
The reason for this change might be that Dianping stabilized the amount of
launched deals, while Meituan continues launching more deals, following the
overall trend.
5. Product innovation/seasonal adaptation.
Winter is coming and warm-underwear/warm plasters, are helping.
Large numbers of house-hold deals were launched in October.
Especially bedding deals sold particularly well, fitting the stay warm scenario
Travel deals are still popular, despite there not being an official holiday.
Merchants use good sales promotions to attract customer, like “off-season sales”.
Wedding-photography products show innovation. It’s not just photography, but
they’re now combined with tourism. Travel and good photos are a good combi.
© Dataotuan - blog.dataotuan.com – www.dataotuan.com - Oct. 2011 24
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 – www.dataotuan.com - Oct. 2011 25
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.
345 cities in Mainland China(*)
5000 – 10000 new deals every day
Dataotuan Collects
125 of the main Daily Deal Sites
© Dataotuan - blog.dataotuan.com – www.dataotuan.com - Oct. 2011 26
Dataotuan Sells
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 – www.dataotuan.com - Oct. 2011 27
Dataotuan Announcements -1
Dataotuan Singapore is out of its soft launch, see singapore.dataotuan.com
Dataotuan Malaysia is out of its soft launch, see malaysia.dataotuan.com
Dataotuan Philippines is out of its soft launch, see philippines.dataotuan.com
Dataotuan Taiwan is out of its soft launch, see taiwan.dataotuan.com
Dataotuan Australia is in soft launch, see australia.dataotuan.com
Dataotuan offers from now on also the sales & data products for
Singapore, Malaysia, The Philippines, Taiwan & Australia
NZ & Indonesia are expected to be data ready in the coming month.
If you like Dataotuan to track a specific country, please contact us
© Dataotuan - blog.dataotuan.com – www.dataotuan.com - Oct. 2011 28
Dataotuan Map Announcements - 2
Dataotuan has Customizable Deal Maps for each Country
© Dataotuan - blog.dataotuan.com – www.dataotuan.com - Oct. 2011 29
Dataotuan Mobile Announcements - 3
Dataotuan has Mobile HTML5 websites for each Country
© Dataotuan - blog.dataotuan.com – www.dataotuan.com - Oct. 2011 30
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 QQ's data from 2011 Sep.
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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