The Chinese Daily Deal Market in October 2011 - Warm Deals & Shanghai's Quality over Beijing's Quantity

Dataotuan.com

Chinese Daily Deal Websites
2011 October Report
Warm Winter Deals &
Shanghai’s Quality over Beijing’s Quantity

Published: Nov. 30, 2011
Data source: Dataotuan.com 2011 Oct. 1-31

© Dataotuan - blog.dataotuan.com – Oct. 2011

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 2

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”

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

Asian Food Travel Education/Training Clothing/Footgear
General vouchers
Western Food KTV Medical Services Jewelry/Accessories for supermarkets,
gasoline station,
Hotpot/BBQ Sports/Fitness Hair/Nail Beauty Kids mobile phone
minutes, etc.
Dining Others Leisure Others Beauty/Massage Electronic Products

Life Others Shopping Others


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

Top Daily Deal Websites – Market Share 2
 In the past few months the movement in the top 10 consisted mostly of the same
players changing position.

Top 10 Websites (Revenue)
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%


Sites Ranking Comparison
 In the past three months, Lashou/24quan/58tuan increased steadily in Revenue.
 Lashou occupied the top position in Revenue.

Top 10 Websites Rankings

Nr. of Deals Total Nr. Sold Revenue
Rank
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


Sites Pricing strategy
 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.
Overall price/deal: 137 Rmb Average Price
200 190.2
180
160
140
120
100
93.3
80
60
40
20
0
拉手美团窝窝团 58团 24券点评团糯米满座 F团赶集

Overall average discount: 64% Average Discount
68% 67%
66%

64%

62%
60% 59%
58%

56%

54%
Lashou Meituan 55tuan 58tuan 24quan Dianping Nuomi Manzuo Ftuan Ganji


Deals Overall Comparison
 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.

129193
Nr. Deals 118732
23984 Average Revenue
102294
20227
78752 17031
58509 13570 13322 12149
45688

May June July Aug Sept Oct May June July Aug Sept Oct
Average Price 1325
（Rmb） Nr. Sold
148
137 137
126
112 806
96
588
454 468
398

May June July May June July Aug
Aug© Dataotuan - blog.dataotuan.com – www.dataotuan.com - Oct. 2011
Sept Oct Sept Oct

Deals Category Comparison
 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.

6.1%

17.0%
30.2%

23.7% 23.0%

Dining Leisure Life Shopping

Average Nr. Sold 329 261 147 1133

Average Price (Rmb) 80 124 213 132

Average Discount 52% 63% 81% 62%


Daily Deals in Different Regions
 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.

Nr. of Local Average Nr. Sold/ Average Price/ Average
Deals Deal Deal (Rmb) 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%


Daily Deals Market
Region by Region

109
8,862
160

128 15,188
3,996

136

106

135 37,148
11,200

6,961

13,920 151
Average Price/Deal

Nr. of Local Deals


Daily Deals in Different Cities
 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.
Average
Average Nr. Average Revenue
Price/Deal Nr. Deals Total Nr. Sold
Sold/Deal Discount Ranking
(Rmb)

Beijing 282 193 3.3 7505 2118113 1

Shanghai 404 184 3.1 4941 1997697 2
Tier 1
Guangzhou 248 158 3.4 3571 887243 3

Shenzhen 229 179 3.5 3361 768229 4

Tianjin 296 141 3.2 2928 866735 5

Hanzhou 184 158 3.5 2516 463195 6
Tier 2
Chongqing 262 128 3.7 2265 593550 7

Xiamen 156 185 4.0 1812 283111 8


Dataotuan – Sales Tools I
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

 Who are your competitors
 How competitive is it
 What is their sales strategy
 What is their pricing strategy

Contact wenli@dataotuan.com
We help you with:
Customized reports, merchant details, raw data, live data and more.


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%


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.
Others,
Meituan,
12.5%
17.1%
Ftuan, 2.0%
24quan, 2.9%
Juhuasuan,
3.9%
Didatuan, Dianping,
4.1% 11.6%

Manzuo, 4.2%

Gaopeng,
4.4% Nuomi, 8.5%

Ganji, 4.8%
55tuan, 5.0% Lashou, 8.5%
Ayatuan, 58tuan, 5.3%
5.2%


Dataotuan – Sales Tools II
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

Contact wenli@dataotuan.com
We help you with:
Customized reports, raw data, live data dashboard and more.


Seasonal Deals – Household Deals
 A Large numbers of house-hold deals launched in October.
Epecially bedding deals sold particularly well.


Seasonal Deals – Warm
 Products, like warm-underwear/warm-plasters, are hot as well.


Seasonal Deals - Travel
 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 – Wedding Innovation
 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.


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.

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.

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.


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.


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 Tracks & Collects

Dataotuan Tracks Dataotuan Collects

125 of the main Daily Deal Sites Number of Deals
Gross revenue Province,
City, District, Category, Sub Cat.

345 cities in Mainland China(*) Deals & Revenue per District
Number of “real’ active Cities/Provinces

5000 – 10000 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 Sells
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
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
Merchant Advisor:
 Select the most relevant daily deal website for your offer
 Help to decide discount & pricing etc based on Dataotuan data.


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 Map Announcements - 2
 Dataotuan has Customizable Deal Maps for each Country


Dataotuan Mobile Announcements - 3
 Dataotuan has Mobile 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

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 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.


The Chinese Daily Deal Market in October 2011 - Warm Deals & Shanghai's Quality over Beijing's Quantity

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The Chinese Daily Deal Market in October 2011 - Warm Deals & Shanghai's Quality over Beijing's Quantity