Post on 05-Dec-2014
description
The Chinese Daily Deal Market
in 2012 Q1
Data source: Dataotuan.com 2012 Q1
Published: May 2, 2012
Dataotuan.com
Special: The Chinese Daily Deal Websites Pyramid
- The Top 20 Sites in 4 Levels
© Dataotuan - blog.dataotuan.com – www.dataotuan.com – 2012 Q1 2
Table of Contents
Specifications
Main Daily Deal Websites Analytics
Deal Categories
Deal Sites Pricing
Active Merchants
Summary
Dataotuan Sales/Investor Tools
About Dataotuan
Dataotuan Announcements – Countries, Maps, Mobile
Contact
© Dataotuan - blog.dataotuan.com – www.dataotuan.com – 2012 Q1 3
Specifications 1 – Data Definitions
1. All the data have been collected in the period Jan. 1 – Mar. 31, 2012.
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.
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. Real
estate and car deals are not included in the top deals as they are more
likely to be advertisements instead of the real online shopping deals.
⑤ Local deals – the localized service deals, including dining, leisure and
life services. Normally they are only available for consumers from a
specific city.
© Dataotuan - blog.dataotuan.com – www.dataotuan.com – 2012 Q1 4
Specifications 2 - Categories
Deals category/subcategory specification by Dataotuan.
Dining Leisure Life Shopping Others
Local Cuisine Recreation/Games Photography Food/Beverage Lucky draw
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 – 2012 Q1
2012 Q1 – Main Daily Deal Websites (part 1)
In Q1 2012, the total revenue of the daily deal market is around 4.5 billion.
The Top 10 websites account for 78.6% market share.
Since the beginning of 2012, Dianping’s monthly revenue keeps growing at
30% per month. If it continues like this, soon it will become the 3rd website
with a monthly revenue of more than 0.2 billion, following Meituan & 55tuan.
Meituan, 16.7%
55tuan, 12.0%
Dianping, 10.2%
Lashou, 9.5%58tuan, 6.4%
Nuomi, 6.2%
Juhuasuan, 5.7%
Ftuan, 5.1%
Manzuo, 3.9%
Didatuan, 2.9%
Others, 4.6%
Top 11-20, 16.8%
5
© Dataotuan - blog.dataotuan.com – www.dataotuan.com – 2012 Q1
2012 Q1 — Main Daily Deal Websites (part 2)
Meituan
55tuan
Dianping
Lashou
Juhuasuan 58tuan
Ftuan Manzuo Nuomi
Dadituan Ayatuan Gaopeng
Gocn 24qun Pintuan Ganji Juqi
Liketuan Shuangtuan Tuanweihui
Others
1st Level (Top 4)
Monthly Revenue/site: >= 200 mio.
Total market Share: 45-48%
Rankings unchanged in Q1
2nd Level (Top 5-9)
Monthly Revenue/site: 80-100 mio.
Total market Share: 27-29%
Rankings changed in Q1
3rd Level (Top 10-17)
Monthly Revenue/site: 20-50 mio.
Total market Share: 16-19%
4th Level (Top 18-20)
Monthly Revenue/site: ≈ 15 mio.
Total market Share: about 3%
Other websites: around 5% in total
Dataotuan tracks the major deal sites, which launch local service deals as
well as online shopping deals. The pure online shopping deal sites are
excluded from the Dataotuan statistics.
The top 20 sites fall into 4 levels, taking nearly 95% of the market share.
6
© Dataotuan - blog.dataotuan.com – www.dataotuan.com – 2012 Q1
Meituan, 55tuan, Dianping and Lashou are in the 1st level.
The 2nd level consists of 58tuan, Nuomi, Ftuan, Juhuasuan and Manzuo. At
this level, the rankings changed often in Q1.
2012 Q1 — Main Daily Deal Websites (part 3)
level Rank Jan Feb Mar
1st level
1 美团 美团 美团
2 窝窝团 窝窝团 窝窝团
3 拉手 点评团 点评团
4 点评团 拉手 拉手
2nd level
5 58团 糯米 F团
6 糯米 58团 糯米
7 F团 聚划算 58团
8 聚划算 F团 聚划算
9 满座 满座 满座
Independent Daily Deal Website
7
© Dataotuan - blog.dataotuan.com – www.dataotuan.com – 2012 Q1
2012 Q1 — Main Daily Deal Websites (part 4)
The members of the 3rd level may have the potential to get into top 10, or be
taken over by one of the sites from 1st or 2nd level (like Ganji & Gaopeng).
level Rank Jan Feb Mar
3rd level
10 嘀嗒团 嘀嗒团 团购王
11 赶集 赶集 高朋
12 聚齐 阿丫团 聚齐
13 阿丫团 高朋 嘀嗒团
14 高朋 聚齐 阿丫团
15 团购王 团购王 拼团
16 24券 拼团 赶集
17 拼团 24券 24券
4th level
18 Like团 团委会 团委会
19 爽团 Like团 爽团
20 团委会 爽团 Like团
Independent Daily Deal Website
8
© Dataotuan - blog.dataotuan.com – www.dataotuan.com – 2012 Q1
2012 Q1 — Deal Categories (part 1)
2012 Q1 Category
Dining,
36.1%
Life, 15.5%
Shopping,
17.3%
Others, 4.1%
Leisure,
27.0%
In Q1 2012, Dining category has the most revenue (36.1%), followed by
Leisure and Shopping.
9
© Dataotuan - blog.dataotuan.com – www.dataotuan.com – 2012 Q1
% among Local/Shopping in Q1 2012
77.1% 79.5% 80.7%
13.7%15.5%16.3%
Jan Feb Mar
Local Service Online Shopping
Focus on
Local
Services
Focus on
Online
Shopping
The percentage of local service deals increased in Q1, while the percentage
of shopping deal declined.
Meituan, Nuomi and Juqi mostly focus on localization, with more than 90%
local service deals.
Shuangtuan, Go.cn and Tuanweihui focus on shopping. Half of the deals
launched by them are online shopping deals.
2012 Q1 — Deal Categories (part 2)
10
© Dataotuan - blog.dataotuan.com – www.dataotuan.com – 2012 Q1
The following major deal sites have different pricing strategies. In Q1, each
stayed true to their own strategy.
2012 Q1 — Deal Sites Pricing (part 1)
Stay average
Big Discount
/ High Price
Small Discount
/ Low Price
Small Discount
/ High Price
11
© Dataotuan - blog.dataotuan.com – www.dataotuan.com – 2012 Q1
2012 Q1 — Deal Sites Pricing (part 2)
The websites from the 1st and 2nd level are more likely to offer a Small
Discount, with the price either lower or higher than the average.
The 3rd and 4th level websites tend to offer Bigger Discount & Lower Price.
Meituan
55tuan
Dianping
Lashou
58tuanNuomi
Juhuasuan
Ftuan
Manzuo
Didatuan
JuqiGanji
Gaopeng
AyatuanGocn
Pintuan
24quanTuanweihui
Liketuan
Shuangtuan
50
100
150
200
250
300
50% 55% 60% 65% 70% 75% 80% 85%
Ave
rage
Dis
co
unt
Average Price (rmb)
Big Discount /
High Price
Big Discount /
Low Price
Small Discount /
Low Price
Small Discount /
High Price 1st and 2nd
Level
3rd and 4th
Level
12
© Dataotuan - blog.dataotuan.com – www.dataotuan.com – 2012 Q1
Dining Leisure Life
Shanghai Beijing Guangzhou Wuhan Shenyang Xi'an Chengdu
1 Zaoyang
Cinema Huaan Palace New Chiuchow Koufu
Eastsea
Fish
Tang
Paradise Uncle Benshan
2 Wanyu Cinema Yunfo Ski Blue Dolphin
Cruise Yiziwei Waguan 9+1 Hotel
Guancheng
Chicken
3 New Hengshan
Cinema Hanlixuan BBQ
Fei Shing
Restaurant Jiangnan 2
Meichen
Cake
Green Song
Club
Oriental Century
Cinema
4 Shanghai Film
CGV Ordinary Protal Jinhang Cruise
Cosmic
fable 4D
Rihao Spa
Resort 5D Cenima Jiahe Cake
5 South-west
Cinema Donglaishun
Shangtanggua
n Han Xaing Huiting Xikai Beef Qianzige
6 Cathay Theatre Dragon Spa
Resort
Soho private
kitchen
Xiao Le
Chuan
CN-KOR
BBQ Qianzhu Spa
Qike Hmong
Chicken
7 LanSheng
Theater Bro. W Cake
Chimelong
Circus
Taiwen
Fish
Hanchuan
BBQ
Qin Spa
Resort Shanshui Hotel
8 Yuji Restaurant Xidan 4D
Cinema Blue Fish Best Photo
Yongxing
Hotpot Yomi Cake Golden-MIC KTV
9 Huangpu
Theater
Mrs. Jin
Photography
Shangwei
Place
Oriental rhy
me Rong Fish
Dragon-
Phoenix Hill
Hongxiang
Restaurant
10 Hongye Jan.
Restaurant
Golden Rhine
Spa
Sternberg
Cake
Lotte
Cinema Awei Fish Dongyue KTV Tianyi Fish
2012 Q1 — Active Merchants
In the past 3 months, the most active merchants are from Dining and Leisure.
Cinemas are very active in launching deals in Shanghai.
13
© Dataotuan - blog.dataotuan.com – www.dataotuan.com – 2012 Q1
Summary – 2012 Q1
1. The top sites have found their position, but changes are expected.
In Q1 2012, the revenue of daily deal is about 4.45 billion. Top 20 websites
accounted for 95.4% of the market.
The 1st level deal sites (Meituan, 55tuan, Dianpingtuan & Lashou ) have
consolidated their position as the market leaders. Each of them takes 10-17%
of the market, with a monthly revenue of around 200 million Rmb.
Since the beginning of 2012, Dianping’s monthly revenue has been growing at
30% per month. If it continues like this, soon it will become the 3rd website
with more than 0.2 billion monthly revenue, following Meituan & 55tuan.
2. Deal sites from different levels show different pricing strategy
The relation between the pricing strategy and the deal site levels :
• the 1st & 2nd Level sites offer a smaller discount than average;
• the 3rd & 4th Level sites offer a bigger discount than average.
3. Merchants from Dining and Leisure are the most active ones.
In the past 3 months, the most active merchants are from to Dining and
Leisure (Cinema & Travel).
Cinemas are very active in launching deals in Shanghai.
14
© Dataotuan - blog.dataotuan.com – www.dataotuan.com – 2012 Q1
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?
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
Popular Deals
Top Subcategories in Shanghai
Shopping-Clothing 11.80%
Dining-Hotpot/BBQ 10.20%
Leisure-Movie 9.50%
1. Popular sub-categories?
2. Active merchants?
3. Deal history?
4. Deals sites pricing strategy and outcome?
15
Deal History
Start time End time Deal Url Deal Name Website Category Subcategory Nr. Sold Price Value Discount Revenue
49 258 550.8 4.6 11892
2012/2/29 2012/3/5 http://sh.nuomi.com/deal/heitudi02.html198元享原价584元的黑土地农家院5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色的关东情调!盆盆精彩,份份满足!Nuomi Dining Local Cuisine 62 198 461 4.3 12276
2012/2/17 2012/3/15 http://t.58.com/sh/21719731622380034【正宗东北特色菜,清明节假期通用】198元享原价463元的黑土地农家院5-6人餐!悠悠黑土地,浓浓东北情。大口吃肉,大碗喝酒,幸运的话还能坐到东北大炕哦!让您足不出沪,就能享受到最原汁原味的东北菜肴、最具特色的东北风情!盆盆精彩,份份满足!可以不扶墙进,但一定会扶墙出哦……58tuan Dining Local Cuisine 27 198 463 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:长白山红烧鹿筋+板栗烧驴肉+老家石锅烧鲶鱼+小鸡炖蘑菇+汆白肉+老家传统锅包肉+贼正宗哈尔滨红肠+黑土地地三鲜+特色手工大拉皮+拔丝地瓜+粗粮玉米饼+白菜肉水饺!Didatuan Dining Local Cuisine 79 238 575 4.14 18802
2011/8/30 2012/12/24 http://www.groupon.cn/ShangHai/-5690889004661427184.html仅需¥398元,即可团购原价704元的黑土地农家院8-10人套餐:七彩拉皮+熟食拼盘+金牌手抓骨头+野生黑木耳+招牌红烧鹿筋+野生香煎马哈鱼+板栗烧鹿肉+小笨鸡炖蘑菇+农家满锅香+传统锅包肉+炒山野菜+拨丝香蕉+特色水饺+特色饼!美味实打实,好吃不忽悠!黑土地农家院,正宗东北菜,味道杠杠地!Groupon Dining Dining Others 28 398 704 5.7 11144
Merchart 黑土地农家院
Average
© Dataotuan - blog.dataotuan.com – www.dataotuan.com – 2012 Q1
• 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?
Dataotuan Sales Tool – Deal Site Analytics 1
Average Price & Discount of Deal Websites Deal Websites Market Share in East China
16
Top Deals Categorizing
© Dataotuan - blog.dataotuan.com – www.dataotuan.com – 2012 Q1
Deal Websites Score Card
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?
17
Site AFrom 2011/12/1 Till 2011/12/31China
Dining Leisure Life Shopping Ranking Revenue Revenue % Ranking Nr.sold Nr. sold %
Site A 37% 25% 26% 12% 4 9.80% 2 7.90%
Average 24% 26% 23% 27% - - - -
Price/deal Dicount/deal Nr.sold/deal Revenue/deal Nr.city covered No.1 No.2 No.3
Site A 108 62% 1331 49832 84 Shanghai Tianjin Hangzhou
Average 142 60% 453 12540 52 Beijing Shanghai Guangzhou
Deal site name
Time periodGeo covering
% per category (revenue) Ranking & Market share of the site
Deal performance & pricing City covered and top 3 city by revenue
Site BFrom 2011/12/1 Till 2011/12/31China
Dining Leisure Life Shopping Ranking Revenue Revenue % Ranking Nr.sold Nr. sold %
Site B 12% 23% 17% 45% 3 10.20% 5 5.70%
Average 24% 26% 23% 27% - - - -
Price/deal Dicount/deal Nr.sold/deal Revenue/deal Nr.city covered No.1 No.2 No.3
Site B 123 62% 1540 58713 97 Shanghai Nanjing Tianjin
Average 142 60% 453 12540 52 Beijing Shanghai Guangzhou
Deal site name
Time periodGeo covering
Deal performance & pricing City covered and top 3 city by revenue
% per category (revenue) Ranking & Market share of the site
© Dataotuan - blog.dataotuan.com – www.dataotuan.com – 2012 Q1
• 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.
Dataotuan Investor Tool
358,085
256,407
124,602
52,309
Q1 Q2 Q3 Q4
Nr. Deals in total
Local Service DealsShopping Deals
137.4141.2110.9109.5
497531
1,015
1,974
Q1 Q2 Q3 Q4
Average Price
Average Nr. Sold
Nr. Deals Trend 2011
Average Price/Nr. Sold 2011
City Market Analytics 2012 Feb.
18
© Dataotuan - blog.dataotuan.com – www.dataotuan.com – 2012 Q1 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 – www.dataotuan.com – 2012 Q1 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.
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 – 2012 Q1 21
Dataotuan Geo Coverage
Dataotuan aggregates and analyzes the daily deal markets in China,
Singapore, Malaysia, The Philippines, Taiwan, Australia and New Zealand,
Hong Kong, 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 – 2012 Q1 22
Dataotuan Map Announcements – 1
Dataotuan has Customizable Deal Maps for each Country
© Dataotuan - blog.dataotuan.com – www.dataotuan.com – 2012 Q1 23
Dataotuan Mobile Announcements – 2
Dataotuan has Mobile, location aware HTML5 websites for each Country
© Dataotuan - blog.dataotuan.com – www.dataotuan.com – 2012 Q1 24
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: wenli@dataotuan.com
English +86 13801660890 Email: gemme@dataotuan.com
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