China Daily Deal Customer Satisfaction Survey 2012 Q2

Dataotuan.com

China Daily Deal Customer
Satisfaction Survey

17 questions answered by 1918 Chinese consumers in May/June 2012

In cooperation with StarrySurvey.com
Published: Jul. 26, 2012

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

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

 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%).


 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.


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%


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)


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)


Most Recommended Deal Sites & Why
 Juhuasuan, Lashou & Meituan recommended, variety in deals top reason
50%

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%

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Satisfaction
 Majority is satisfied. 1/3 had a so so
31.80%
experience and a small percentage was
not satisfied

0.40%

I'm 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)

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)


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)


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)


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)


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)


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)


About Dataotuan.com
Dataotuan, a unique worldwide daily deal aggregator & analytics platform was
started with 2 goals in mind.

1. To analyze the deal data in order to find out what constitutes the best daily deal
2. 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 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 Analytics
Merchant 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 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 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.3
Si t e A 108 62% 1331 49832 84 Shanghai Tianjin Hangzhou
Aver 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.3
Si t e B 123 62% 1540 58713 97 Shanghai Nanjing Tianjin
Aver age 142 60% 453 12540 52 Beijing Shanghai Guangzhou


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, 602
52, 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 Geo Coverage
Dataotuan aggregates and analyzes the daily deal markets in
Asia - China, Singapore, Malaysia, Philippines, Taiwan, Hong Kong, Indonesia
Europe – UK, Ireland, France
Oceania - Australia and New Zealand,
Africa, Middle East - More countries will follow soon.

DTT Web & Data available
DTT Data available
DTT will cover soon


Dataotuan Tracks & Collects

Dataotuan Tracks Dataotuan Collects

300 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 Map Announcements – 1
 Dataotuan has Customizable Deal Maps for each Country


Dataotuan Mobile Announcements – 2
 Dataotuan has Mobile, location aware HTML5 websites for each Country


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


Starry Media
Please contact us at:

Email: echo.xia@starrymedia.com

StarrySurvey.com is a leading provider of online survey solutions.
Enterprises can easily and effectively use the online survey platform to meet
survey needs. High effectiveness and low cost are the values that
StarrySurvey offers to companies.

Find us on www.starrymedia.com
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China Daily Deal Customer Satisfaction Survey 2012 Q2

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