Sales are booming! Why young people fall in love with "scrape and scrape"? Rationality | Entertainment | Young people
If you're in a bad mood, scrape a lottery ticket. If you're under too much pressure, scrape a lottery ticket. If you're indecisive, come and scrape a lottery ticket. "Scraping lottery tickets" was a strong trend for a while.
According to data released by the Ministry of Finance of China, from January to June this year, a total of 273.899 billion yuan of lottery tickets were sold nationwide, an increase of 91.836 billion yuan or 50.4% year-on-year. In June, the sales of digital lottery tickets in the lottery reached 14.558 billion yuan, a year-on-year increase of 11.7%; The sales of guessing lottery reached 19.219 billion yuan, a year-on-year increase of 83.9%; Instant lottery sales reached 10.81 billion yuan, a year-on-year increase of 99.4%; The sales of Kino type lottery tickets reached 4.14 billion yuan, a year-on-year increase of 34.7%. Among the four types of lottery, instant lottery ranks first in terms of growth rate, with a cumulative sales of 51.20 billion yuan from January to June, a year-on-year increase of 17.349 billion yuan, an increase of 51.5%. In 2019, the national sales of instant lottery tickets were only 28.522 billion yuan. From these data, it is not difficult to see that the sales of instant lottery tickets represented by "scraping and scraping" are booming.
Who has attracted the attention of "scrape and scrape", and what has driven the popularity of "scrape and scrape"?
What is the charm of the "fate blind box"
On a hot summer evening, Xiao Chen made an appointment with his friend Xiao Xie after work to rush to the shopping mall by West Lake for shopping. After making some purchases, they arrived at a popular lottery store located on the basement floor of the shopping mall, carrying large and small bags. Xiao Chen scanned the code and purchased 10 "scrape and scrape" tickets with a face value of 10 yuan each. He then put down all his "burdens" and sat on a high chair. He picked up the yellow plastic scraper and began to bury himself in scraping open each seal layer. A set of movements, flowing smoothly, incredibly skilled.
"This one won the prize, let's exchange it for a new one." Xiao Chen handed the lottery ticket that won the prize to Xiao Xie. Xiao Xie scraped open the redemption area with the lottery ticket and added a new lottery ticket on the machine, continuing to scrape. "At the beginning of this year, I found 'scraping and scraping' quite interesting, but later when I had time, I spent around a hundred yuan to play." Xiao Chen and Chao News reporters chatted incessantly, their hands constantly moving. Xiao Xie also patiently explained their gameplay to the reporter. "We basically exchange winning tickets for new ones and continue to scrape them. In fact, we know that we will end up with 'nothing for nothing', but when we scrape, we have a lot of anticipation and feel that this feeling is quite good. Even if we don't scrape the prize, we won't feel uncomfortable. Spending money to relieve stress is considered a public welfare."
There are still many post-90s and post-00s like Xiao Chen and Xiao Xie, who are surrounded by a less than 5 square meter shop specializing in scraping music, making this place particularly lively. Looking at another small lottery station of the same type not far away, it is almost all the figures of young people born in the 1990s and 2000s.
The shop owner said, "Young people come to buy almost every day, buying tens or hundreds of things. In their eyes, 'scratch music' is like a 'fate blind box', after all, what if you get rich?" Beside the shop owner, a whole bucket of lottery tickets that have been won have been piled up.
Old lottery has new and trendy gameplay
Spend 2 yuan to buy a lottery ticket and open it on the spot to redeem the prize. The prizes range from toiletries, towels, bicycles, refrigerators, color TVs, washing machines, even cars, houses, and more. This was a familiar scene from the 1980s and 1990s to the beginning of this century, when almost every place where prizes were won was crowded. This is the earliest instant lottery in China.
When recalling the hot scenes at that time, Mr. Shi, the owner of a lottery shop next to Hangzhou City Station, said, "When I was a child, I loved to follow my parents to participate in large-scale events to draw prizes. Later on, these activities became less and less popular, and even ticket issuance gradually became less popular."
After its rapid popularity, with the continuous enrichment of lottery varieties and the proliferation of games with higher lottery frequencies, the lottery market has been in a slump for many years. In 2005, the instant welfare lottery was given a new brand name - "Scraper Lottery". In 2008, sports lottery, also known as "Top Gua Scrape," was launched.
After years of development, invoicing has identified the target audience - the youth market. Data shows that in the past five years, the age group of 15-29 has accounted for 30% of the national lottery purchases, and they prefer instant tickets compared to other types of lottery. The biggest feature and advantage of instant invoicing is instant redemption, without waiting. After scraping open the coverage layer, you can know the winning result on the spot, fully in line with the current consumption psychology of young people's "instant satisfaction".
Not only do young people love "scrape and scrape", but "scrape and scrape" also love young people. Lottery outlets are constantly emerging in a new form.
Unlike the past when lottery stations were only open on street shops, nowadays lottery shops are gradually appearing in supermarkets, subways, convenience stores, and even barbecue shops. They even have pop-up stores, in collaboration with milk tea shops, hamburger shops, and others. In February of this year, a lottery store called LuckyLucky opened in a corner of Qianjiang Century Park in Hangzhou, in conjunction with a hamburger restaurant. We hope that people can enjoy hamburgers while also getting a few lottery cards to see if they are lucky enough. There is also a poster outside the store that reads "What is life for, wealth and freedom", accurately grasping the psychology of young people.
In addition, "Scratchy Fun" not only continuously innovates in terms of game face value, gameplay, theme design, etc., but also caters more to the taste of young people. "Many young people choose the theme pattern on the back when buying lottery tickets, and some even buy a series of themes, scrape them off, and take them away. It should also be considered a personal hobby!" Mr. Shi said. With the same gameplay, the more innovative and aesthetically pleasing the design, the easier it is to sell out.
Why do young people fall in love with "scratch music"
Regarding the phenomenon of young people falling in love with "scraping and scraping", some media have analyzed various reasons behind it, such as workplace setbacks, emotional anxiety, etc. But in fact, the significance of lottery in the present is not limited to this. Their mentality and way of buying lottery tickets have long been different from before. Chao News interviewed Jiang Dede, a member of the Psychology and Behavior Professional Committee of the Zhejiang Neuroscience Society and the Deputy Secretary and Dean of the Party Committee of Wenzhou Seventh People's Hospital. He has been engaged in research on adolescent psychology for more than 10 years. He told reporters that this phenomenon reveals three major psychological behaviors: conformity psychology, gambling psychology, and to some extent, behavioral addiction.
In social psychology, conformity is a common phenomenon. As more and more people start buying "scrape and scrape", the post-90s and post-2000s follow the trend with a try and try entertainment mentality, treating lottery tickets as a game. This type of entertainment oriented lottery players purchase "scrape and scrape" mainly to find fun and meet their entertainment needs. In addition, the herd mentality also makes young people believe that there is a possibility of winning, precisely because everyone is making purchases, they feel that the winning rate is high.
But according to statistics, the average winning rate of "scratch lottery" is only about 20%, while the average return rate is only about 50%. That is to say, for every 100 yuan spent on buying a scratch lottery ticket, you can only receive an average prize of 50 yuan, and there is only a 20% chance of winning. This means that if buyers continue to play for a long time, they will inevitably incur losses.
Why are so many people still addicted to "scratch lottery"? "From a psychological perspective, the underlying logic behind young people falling in love with 'scrapers' is gambling psychology." Jiang Dede explained that lottery enthusiasts with gambling psychology see buying lottery as an investment method, hoping to obtain high returns through buying' scrapers', and even develop a mentality of 'buying will always win one day', which seriously relies on buying lottery and even affects their life and work.
Jiang Dede believes that young people should distinguish the boundaries between entertainment behavior and gambling psychology when purchasing lottery, and find a balance between rational consumption and entertainment. "Perhaps' scraping and scraping 'can relieve stress and satisfy young people's certain life pleasures and social needs, but it is also necessary to maintain rationality and not be addicted when making purchases."
