Sports lottery sales during the World Cup reached 129 billion yuan

This year's lottery, was stimulated by the Internet and the World Cup became a national carnival. Data show that sports lottery sales during the World Cup reached 129 billion yuan.

However, the carnival organizers, Internet companies, but I do not know whether to take the opportunity to break the long-awaited stalemate. The policy is ambiguous, so that Internet sellers can only hover between black and white; and the performers' "low-key" opening up and market's unusual enthusiasm make the gray industry continue to run ahead. This game, the outcome is hard to find. The lottery people need to know is, who are we going to buy lottery?

Fanatic World Cup Lottery

Sell ​​six months a month target

"You find us here is right, according to the size of the sale you are now expected to the provincial (TCDC) center, will be directly rejected."

The other end of the phone is from Jiangxi Provincial Sports Lottery Management Center under the sub-center of a staff member. He has become accustomed to the reporter's consultation on "Internet Lottery Sales Cooperation", and is the only sub-center in the province that does not have any cooperation with Internet companies.

Earlier, the sub-center had also had a short period of cooperation with the 500 lottery network, Sohu lottery, so the threshold of cooperation is high - with annual sales of at least 50 million. However, on the other hand, the other party is not willing to easily reject partners from the "Internet circle." Small Internet companies do not have to go to the provincial (Sports Lottery Management) center to ask directly to us, by sub-centers to increase the name of the cooperation network To the provincial center for approval, the general will not be rejected. "

In January 2013, the Ministry of Finance issued Interim Measures for the Administration of Lottery Sales on the Internet, putting forward the application conditions for permitting the sale of Internet lottery tickets. The core provisions include "registered capital of not less than RMB 50 million" and "qualified venues and safeguards Measures "," Sound Organization, Internal Control System and Risk Management Measures ", and" No Criminal Records and Bad Commercial Credit Records of Units and Their Senior Managers in the Past Five Years ". It now appears that none of them is enough to create "barriers to entry" for the currently preferred portals. But the fact is, so far, get the license only China's Doucao and 500 lottery network.

In other words, whether it is the Internet Gangster Taobao, Netease, Tencent, or a profusion of professional lottery sales site, we are in the "unlicensed" business. The crux of the question becomes: Where are the lottery sources behind these "unlicensed" sites?

"From an operational point of view, there is no difference between permitted and unlicensed." Li Jian, head of the internet lottery rating network. According to him, a large lottery website like Taobao lottery sales service, are with the provincial lottery management center, "similar to the provincial center of a lottery sales point, but the sales channel is the Internet."

A long-term business cooperation with the provincial Sports Center industry sources, a World Cup so that many provinces Sports Lottery Management Center fully feel the Internet sales "fanatical" - easily completed throughout the year 50% of sales targets throughout the year, At least 60% of them are from Internet sales channels.

Faced with a frenzied market, more and more provincial "lottery" provincial lottery management centers are turning their attention from the "policy executor" to the biggest supporter of "unlicensed internet lottery sales."

Hit the Internet company and body lottery center

The staff from Jiangxi Sports Lottery Center continued to ask over the phone: "Do you need to build a machine room and need to arrange it?"

According to the general process, an internet company that wants to sell lottery tickets online usually needs to "get through" the relationship with the provincial body color management center and then distributes it from the provincial center to its sub-centers. Provincial Sports Lottery Management Center is a "key department."

As for the Welfare Lottery, people in the trade are well aware that the Civil Affairs Bureau has virtually no substantive jurisdiction over the Welfare Lottery Administration Centers of various provinces. The lottery sales volume and distribution channels in various provinces are controlled by the Provincial Welfare Lottery Management Center. As long as the person in charge of the center nods, cooperation is not a problem.

This trend has evolved to the present, in some open areas, the county-level welfare lottery management center has also started "independent investment". After the two sides have reached an agreement, they just need to fill out an application and submit it to the provincial center for approval, and the contract can take effect.

Of course, it will not be publicly disclosed in the contracts signed by the two parties, and the one partner is the Internet company.

In addition to 500 lottery network, the current Internet lottery sales process is not the real sense of the "paperless operation." For an Internet company, once an agreement is reached with a Welfare Lottery or Lottery Management Center, the website needs to send someone to the Lottery Management Center to purchase lottery ticket machines. After the sale, a "paper lottery" is required.

The only difference is that these paper lotteries will not really be delivered to buyers. Website background will build a data channel and lottery outlets interface, through special software, lottery data code transmission, online sales. Therefore, the large amount of votes in the Internet companies usually in the management center near the building of a "room" - placed in sets of dozens or even tens of machines, responsible for the vote.

Under the trend of the Internet sales popularity, the industry regulations of "selling the province in this province" have long been completely broken. The lottery tickets from a province can be easily sold to all parts of the country through the Internet. Therefore, for many provinces, in order not to be outdone in the overall lottery sales, it is necessary to seize the "Internet giant" that holds a large number of users all over the country. For example, Taobao color ball only a color on the seven or eight provinces Lottery Administration Center.

Billions of dollars market attracted the most incoming

Buyers risk and convenience co-exist

"The Lottery Management Center needs to rely on a huge amount of traffic to generate revenue while websites need to use official contracts to make amulets." For the current "harmonious" scene of reciprocity and mutual benefit, Liu Yanfeng, CEO of a color network, believes that the moment is the most stable development in the history of lottery tickets Develop a good period.

In fact, the Internet lottery industry is bound to be a game of interest. On the one hand, it is an irreplaceable and huge sales force brought by the Internet companies. On the other hand, it is troublesome in the management of top management about how to distribute huge profits. A research report from Shenyin & Wanguo shows that from 2005 to 2013, the sales volume of Internet lottery in China surged from 100 million yuan to 42 billion yuan with a compound annual growth rate of 112.8%. At the same time, The market size in 2015 is expected to exceed 100 billion.

"Around 2009, the most stringent regulatory period, Civil Affairs Bureau, the Financial Bureau appointed local police to assist in supervision, direct bank account freeze, when a batch of lottery sites have been shut down to divert." Registered in 2001, a color network is China's earliest A number of Internet sites engaged in lottery sales, has developed so far, experienced several policy turmoil.

In early 2013, Interim Measures for the Administration of Internet Lottery Lotteries jointly promulgated by the Ministry of Finance of Civil Affairs Bureau was considered as a semi-public "acquiescence" to the sale of lottery tickets on the Internet. In addition to attracting Taobao, Netease, Sina Internet giants such as admission, there are a number of small and medium-sized internet lottery website has not been concerned.

In the "semi-relaxed" environment, intricate conflicts of interest continue to emerge. According to the rule of thumb in the industry, different lottery management centers give different rebates based on sales at distribution points. Rebirth figures high, beyond the imagination - a county in Jiangxi Province as an example, the lottery day sales of more than 1 million yuan website, you can get the rebate rate as high as 8% -9%.

Behind the high-yield, loose management, there are still some "middle ground" emerging - Internet lottery sales "intermediary." In their role-playing, they need to be responsible for clearing the "provincial lottery a management center" relationship, access to lottery machine resources, and then the interface for second-hand resale. At the closest of the partnerships, they could even build a "computer room" into sub-centers in some provinces, while a small group of small and medium-sized Internet sites were their main customers. As compensation, they can draw 1-2 points directly as rebates.

"In this iteration of benefits, the qualification of the lottery website, technical risk prevention and control audit, almost negligible." According to an industry source, in the audit process, in addition to the company's business license, including the background of technical capabilities Are not in the focus of assessment.

In the current ambiguous regulatory environment, the other side of the network to buy the convenience of consumers and risk coexist. Last week, WeChat Oolong lottery lottery incident, a Lottery claimed that the winning five million was informed that the order was unsuccessful, although the final Tencent confirmed that the lottery only 5 yuan, but did not deny that the system was an error led to the failure of the order. Another industry insider also worried that many lottery sites have a large number of users pre-deposited funds precipitation, the management of this part of the huge amount of money, there is no clear statement.