The sales value of lottery increased from CNY 221.58 billion in 2011 to CNY 382.38 billion in 2014, while it declined in 2015 with the suspended online sales by government in March.
According to CRI, the payment ability of consumers is growing with the income and long-term stability in lottery prices. Many young consumers expect to become overnight billionaires through lottery because of extremely high prices of commodities and houses in big cities. In addition, the demand of consumers is stimulated by lottery varieties and legends concerning richness in various media in China.
Male consumers are larger in number than female ones due to their inborn competitiveness, inclination in challenge and excitement as well as awareness of gaming and venture.
According to CRI, the sales value of the lottery market increased from CNY 17.73 billion in 2011 to CNY 30.59 billion in 2014 while it declined to CNY 29.43 billion in 2015, mainly for the suspended online sales.
According to CRI, major substitutes for lottery include online card games, illegal lottery and gamble. The rapid development of online card games as certain substitutes attracted numerous consumers especially college students in China in recent years. In some areas, especially rural ones, numerous lottery consumers are engaged with leisure time. For example, private underground lottery emerged with integrity (with higher winning rate than the legal lottery and observable authenticity of winners) in Zhejiang and Guangdong. Meanwhile, overseas illegal online lottery issuances are in promotion with high thrill attracting certain consumers in China.