On January 30th, the Ministry of Finance announced the national lottery sales in December 2023.
Data show that in December, the national lottery sales totaled 53.284 billion yuan, a year-on-year decrease of 8.565 billion yuan or 13.8%. Among them, the sales of welfare lottery institutions was 17.476 billion yuan, an increase of 5.646 billion yuan, an increase of 47.7%; The sales of sports lottery institutions reached 35.808 billion yuan, a year-on-year decrease of 14.211 billion yuan or 28.4%. Mainly due to the high base of the pulling factors of the World Cup in 2022.
From January to December, the national lottery sales totaled 579.696 billion yuan, an increase of 155.044 billion yuan or 36.5%.
According to the annual average population of China in 2023, the first financial reporter calculated that the per capita lottery amount in China in 2023 was 411 yuan.
According to the sales situation of different types of lottery tickets, from January to December, the sales of lottery digital lottery tickets reached 176.803 billion yuan, an increase of 21.385 billion yuan or 13.8%. The sales of quiz lottery tickets was 246.476 billion yuan, an increase of 65.550 billion yuan or 36.2% year-on-year; The sales of instant lottery tickets reached 119.021 billion yuan, an increase of 59.574 billion yuan or 100.2%. The sales of Keno lottery tickets reached 37.394 billion yuan, up 8.534 billion yuan or 29.6% year-on-year. From January to December, the sales volume of digital lottery, quiz, instant lottery and Keno lottery respectively accounted for 30.5%, 42.5%, 20.5% and 6.5% of the total lottery sales. Video lottery sales reached 1.53 million yuan, up 930,000 yuan year-on-year.
Among them, the performance of instant lottery tickets is very bright. Last year, the sales volume of instant lottery tickets increased by 100.2% year-on-year. Instant lottery is the "top scratch" of sports lottery and the "scratch" of Fucai. This is a very popular lottery type among young people on social networks, just like buying a blind box, you can know whether you win or not without waiting. The sense of experience and surprise given by instant lottery tickets is a key to attract young people.
The First Financial Reporter interviewed eight young people who bought lottery tickets last year at random, and most of them bought instant lottery tickets. Mr. Zhou, born in 1996, works in an enterprise in Yuexiu District, Guangzhou, and talks about the psychology of buying lottery tickets: "If you are in a good mood today, you will feel lucky. If you win a lottery ticket, it won’t cost much anyway, especially scratch music. If you are in a bad mood, buy some scratch music and decompress. "
"Scratching music is just like brushing short videos and licking melon seeds. What you want is instant happiness." Ms. Ma, a post-95 generation working in Beijing, said.
In other words, to a great extent, lottery has become a "boat ticket" to provide good luck wishes and relieve stress and anxiety. According to the 2022 Sports Lottery Customer Research Report, more than 72% of sports lottery buyers choose to buy lottery tickets because they are not simply winning, but entertaining and relaxing. Lottery, as an entertainment consumer product, is integrated into the lives of young people.
In the just-concluded 2024 Weibo Night, in the process of exchanging gifts among stars, Zhang Xiaofei gave a gift of "Scratching a Book". Lottery tickets, especially scratch music, have become social currency, such as giving lottery tickets as money when attending weddings and giving lottery bouquets to friends on their birthdays.
At the same time, in recent years, lottery agencies have actively expanded young people, and lottery shops have entered shopping malls, subways and other places, which are closer to young people. For example, many lottery shops in shopping malls are located on the dining floor, which is convenient for people to wait in line or just have a meal to experience.
By region, what is the change of lottery sales in each province in 2023? The data shows that from January to December, compared with the same period of last year, lottery sales in all provinces in China have increased, among which Guangdong, Jiangsu, Zhejiang and Shandong have increased more, increasing by 16.321 billion yuan, 12.946 billion yuan, 12.442 billion yuan and 10.832 billion yuan respectively.
The data shows that in 2023, Guangdong sold a total of 60.575 billion yuan of lottery tickets, a year-on-year increase of 36.9%, and the annual sales of lottery tickets continued to rank first in the country. Among them, the annual sales volume of Guangdong sports lottery reached 38.905 billion yuan, a year-on-year increase of 44.2%; The annual sales volume of welfare lottery reached 21.669 billion yuan, a year-on-year increase of 25.4%. Whether it is sports lottery or lottery sales, it ranks first in the country.
After Guangdong, the lottery sales in Zhejiang, Jiangsu and Shandong all exceeded 40 billion yuan last year, of which Zhejiang ranked second with 46.669 billion yuan. Jiangsu and Shandong reached 44.925 billion yuan and 40.112 billion yuan respectively, ranking third and fourth.
Last year, the lottery sales were in the 30 billion echelon in Henan, reaching 30.33 billion yuan, ranking fifth. The lottery sales of Sichuan, Hubei, Yunnan, Anhui and Hebei in 2023 were in the range of 20 billion to 30 billion, ranking six to ten.
Table: Lottery Sales of 31 Provinces in 2023 (Source: Ministry of Finance)
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