With an annual income of 500 billion, it was closed overnight! Why is the most profitable business in the mall so short-lived?
"At most, I scratched 17,000 lottery tickets a day, and I wanted to vomit and my head was stuffy. ”
How profitable the faith business of young people is, just look at how popular the lottery tickets are.
Some time ago, there was a 28-year-old girl who was addicted to scratching lottery tickets and owed 250,000 yuan in debt in just three months.
When recalling her madness at the time, she said, "I watched "All or Nothing" several times in a row, and I wanted to vomit when I scratched, and my head was stuffy", "I always felt that the next one was a big prize, and I could get rich in the next second".
In the first 10 months of 2023, instant lottery tickets, also known as scratch tickets, sold 98.225 billion yuan.
In shopping malls, in addition to bubble tea shops, self-service lottery machines are used to make young people willing to queue up.
However,On the cusp of self-service lottery machines all over the country,Self-service lottery machines in many cities have begun to announce closure.
Guangdong, Suzhou, Hangzhou and other provinces and cities, has clearly stopped handling lottery sales and prize business.
The most profitable business in the mall, is it really going to be cool this time?
New business with an annual income of 100 billion yuan:
The peers are cool, but the more it earns, the more fierce it becomes
It's no secret that young people fall in love with "scratch music".
But the popularity of self-service lottery machines has happened more secretly and quietly.
In the entire self-service terminal, the peers who were once in the limelight have long since lost a lot of money.
The self-service mini KTV, which was known as "three months to return to the capital, two months to make a steady profit", has been moved to the most remote corner of the shopping mall, and tens of thousands of machines are frantically "sold" on Xianyu.
Ubox, China's once largest unmanned retail operator with the largest vending machine network in the country, lost 1.37 billion yuan in two years.
When self-service doll grabbing was the most popular, it was almost the same as the daily turnover of Starbucks single stores.
But the competition is too fierce, and the fate of lying down to earn is over.
However, only the self-service lottery machine has the same root and the same fate, and quietly counterattacked.
According to data released by the Ministry of Finance,1-11 months this year,A total of 526.4 billion yuan of lottery tickets were sold nationwide,An increase of 53.0%. But the growth of instant lotteries was even sharper, reaching 87.8%.
By region, lottery sales have increased in all provinces of the country. Among them, Guangdong people love to buy lottery tickets, an increase of 15.294 billion, and the second and third are Jiangsu, Zhejiang, an increase of 15.206 billion and 13.843 billion.
It's not enough to have high sales, people who buy lottery tickets are also changing.
In the past, uncles and aunts bought lottery tickets to pick a good day and an auspicious day, and when the lottery was held, the TV was guarded, and each number was carefully compared.
Therefore, there are lottery stations everywhere at the entrance of the community.
Today's young people are more enthusiastic about scratch music, which is fast and convenient, and the results can be seen in less than five minutes.
The reason for young people is simple: buy a few to try your luck when you are paid, and buy a few to comfort yourself when you are not paid.
And the self-service lottery machine satisfies all the beautiful fantasies of young people who are afraid of society - five minutes, giving dreams a chance.
So,Lottery stores quietly "moved" from the side of the street into major shopping malls, scenic spots, business districts, and differentiated out of stores, stalls, self-service machines and other sales channels.
Especially in places where young people gather, self-service lottery machines began to appear frequently.
In shopping malls, it is common to see groups of young men and women, holding "scratch" lottery tickets, looking excited and religious.
In the subway passage of some subway stations, there are at least 3 color sales points at one entrance, each of which is "highly popular".
The self-service lottery machines near the trendy toy stores are very popular on weekends.
The queue in front of the machine is even comparable to that of a bubble tea shop - standing in the queue and looking at it, almost all of them are young men and women "burying their heads in scratching prizes".
At the moment of seeing the lottery machine, whether it is a young couple on a date or a sister shopping, if you think for no more than three seconds, you will silently take out your wallet.
No matter how many times you have built your mind, you will never go up, but you can't stop buying it.
Source: GQ Zebra
If you call in Nanjing, Suzhou to buy a self-service lottery machine, get the reply is "no machine", and the staff of the Changzhou Welfare Lottery Center, even said on the phone, "Not only the machine, even the lottery is no longer enough." ”
Standing in line to buy lottery tickets sounds quite pompous, but because you are a young person, you think it makes sense.
Shut down overnight, is it wrong?
Behind the rise of lottery terminals, a very important reason is the popularity of "scratch".
More agency statistics,Lottery sales in 2023 are the highest year-on-year growth rate in the past 15 years。
The explosion of the lottery has also brought young people's lottery investment fever,Some wealth chicken soup began to circulate among young people:Pan next a lottery shop,Pension in advance,Join a self-service lottery machine,Count money lying down......
seems to be a business that makes sure to make money without losing money, but there are "two mines" buried:
First, there is the issue of minors.
In fact, the relevant laws and regulations of the country have long been clear: it is forbidden to sell lottery tickets to minors or redeem lottery prizes.
Therefore, the self-service lottery machine will also have a hint of whether it is an adult before paying.
However, this management intensity is obviously minimal.
Self-service lottery machines can always be seen in large supermarkets and public places, which provides convenience for young people who want to buy lottery tickets to try their luck to a certain extent.
The question of how to stop "minors" from buying through lottery terminals has been repeatedly mentioned and is the core reason for this shutdown.
Because it is unattended, even minors cannot distinguish it when they buy it.
Even if the point of sale is guarded, you will find that many parents buy lottery tickets in front of the self-service lottery machine, and then give a child around them scratch or claim the prize.
Second, there is the question of whether it is suitable or not.
Not only minors, but also whether some occasions are suitable for placement, there is also a lot of controversy.
Some students broke the news that a new row of lottery machines was installed in the cafeteria of a university in Dalian, and whether lottery machines could be placed in colleges and universities was quickly hotly discussed.
In the end, under the pressure of public opinion, the lottery machine was hastily withdrawn from the university cafeteria.
There is also a self-service lottery machine in the marriage registry, which is even more embarrassing.
Do you want to use the hit rate of a scratch card before getting married to calculate whether the two are suitable for marriage?
Compared with the relatively standardized and mature application of lottery shops, the application process of lottery terminals varies from place to place.
Even some investment bloggers have played the gimmick of "the hottest and most stable project this year", claiming that they can make people "earn hundreds of yuan a day".
There is a self-service lottery machine in the investment documents to calculate an account,If 50% of the province's shopping malls can put self-service lottery terminals,According to a single shopping mall put 4 units、Daily sales of two scratch tickets,Annual sales can reach 2.5 billion.
Who is not impressed by this account?
These thunders are the reasons why the self-service lottery machine was urgently stopped.
Faith in business is the new outlet for young people
The business of independent lottery machines is menacing, and the castration is also menacing.
After more and more people found clues,China Fucai officials also came forward to respond,"Decided to stop using human-computer interaction self-service to obtain lottery self-service equipment in the country."
The official evacuation of China Sports Lottery is also very soon,"Received a notice from the General Administration of Sports and the Ministry of Finance,The country will be stopped one after another,There is no notice of recovery time for the time being." ”
However, the closure of self-service lottery machines has had little impact on the enthusiasm of young people to buy scratch tickets.
For young people, "scratch" is like milk tea, and at its core, it provides emotional value.
Young people value low risk and low return more than the high risk and high return of stocks.
Today's young people don't smoke or drink, and buying a lottery ticket to scratch it is actually just a pastime that is not too expensive.
Buying one when your work life is not going well is like giving yourself a spiritual massage.
Lama Temple bracelets, temple coffee, scratch music... It is not the product that is sold to young people, but the faith.
Compared with the blind box, scratch tickets are also exciting, but because of the blessing of good luck because of winning the lottery.
The end of science is metaphysics, and the lottery combines scientific probability and metaphysical luck to open a new track.
Not only self-service lottery machines, in the past two years in the marketing of lottery tickets and scratch tickets, merchants have almost played the traffic password out of the flowers.
On the day of 520, the Sports Lottery Super Lotto launched the "520 Customized Lottery".
The lottery also played customized, and the customized version of the lottery ticket was written with the "520" exclusive logo, and various merchants also joined in, and the "scratch" bouquet became the most fashionable birthday gift.
A bouquet of scratch flowers is not only festive in color and controllable in cost, but also a sincere blessing for unearned gains and sudden windfalls......
It's just that in a piece of marketing, there are really some young people who are starting to "get serious".
In the midst of winning the lottery and losing again and again, I left the initial happiness and decompression behind, and longed to change my life against the sky:
As a result, some people are in a hurry to lose and borrow money to fight against the water; some people want to invest in lottery machines and get rich overnight; and some people hold scratch tickets and kneel in front of the Temple of Wealth...
Faith in business cannot be a harvester for young people.
When you start to get serious, you lose.
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