Can the new retail of lottery be a ＂window＂?
Original title: Can the new retail of lottery be a "window"?
The development of "social channels" is a term familiar to the lottery system industry. From 2018 onwards, lottery tickets have further penetrated into an important position of new retailing - community convenience stores. In these years of cross-border cooperation, very colorful ticketing agencies will pay special attention to Shangchao and convenience stores. For example, in 2008, Zhejiang Sports Lottery began to cooperate with the famous local convenience store in Wenzhou. In 2016, this cooperation was fully promoted in Zhejiang Province. Beijing Sports Lottery, Hubei Sports Lottery and China Merchants Huimin Co., Ltd. will be invoiced. Alipay cooperated with the National Sports Lottery Center to create a sports lottery store. 500 Lottery Network opened its first smart sports shop in Tianjin. Suning Sports Group’s first Suning Lottery Wisdom Store opened in Nanjing. Yabo Technology and Guangdong Sports Lottery opened Tmall and Taobao offline stores... When these companies inside and outside the lottery industry cooperate with sports lottery institutions, the main marketing of the lottery is the new retail concept of lottery, as if such marriage has become another "window", then the industry What are the main points of this?
Can the new retail of lottery be a "window"?
It is worth noting that the sales revenues brought by these actions following the "window" are not satisfactory, and some even lose money. The meaning of marketing is far greater than the effect of increasing sales. In any case, it is beneficial to have more than one fixed advertisement close to the potential purchaser, provided that the cost is controlled. The “new” of new retail is mainly reflected in the “new” of platforms, technologies, services and processes. Therefore, when the lottery industry cooperates with new companies outside the industry, it should learn from and use its platform. And technology, but the service and process have to rely on the lottery agency itself, because only the lottery agency knows what kind of service is the most appropriate, and only the lottery agency knows the whole process of lottery issuance and sales, and optimizes it. Under the premise of compliance, the purchaser will be provided with a more comfortable and convenient color purchase experience.
In fact, the boundaries between online and offline are becoming the main trend, e-commerce opens physical stores, physical stores foster e-commerce avatars, Jingdong convenience stores, box horse fresh and so on, examples are everywhere. Lottery tickets appear in the eye-catching areas such as checkout counters in convenience stores, which are in line with the new retail trend. While expanding channels, it is an effective marketing method.
Can the new retail of lottery be a "window"?
It is understandable to show the lottery through the new retail channels, and even some sales can be supplemented, but as a convenience store salesperson who deals with the buyers in the new retail channel, the mastery, professionalism and engagement of the lottery knowledge. If the control is completely controllable and can reach the level of the salesperson of the color station, the amount of work behind it is not small. If the control is not good, the potential lottery may not be able to taste the lottery.
There is a famous saying in the capital world: standing on the wind, even the pigs can fly. The consequences of such seductive and profit-seeking are likely to be: as long as you can stand on the vent, even if you are a pig. The capital market is not a day or two in the lottery industry. It is not uncommon for some capital to pave the way for listing by means of cooperative speculation and to open the way for financing. This phenomenon should be vigilant.
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