体育彩票入驻咪咕咖啡首钢店 开辟“体彩+咖啡”跨界新渠道

Brief (coffeeyo.com): Marking its fifth straight appearance at the China International Fair for Trade in Services, Beijing Sports Lottery has unlocked a new frontier — moving into Migu Coffee’s Shougang store to launch the country’s first “lottery-café” (cǎikā) blending ticket experiences, coffee tasting and live sports viewing.

Marking its fifth consecutive appearance at the China International Fair for Trade in Services (CIFTIS), Beijing Sports Lottery has once again “unlocked” a new frontier — moving into Migu Coffee’s Shougang store to create the country’s first “lottery-café” (cǎikā) that integrates lottery experience, coffee tasting and live sports viewing.

Migu Coffee is a convergence-consumption brand under China Mobile that has long focused on the “sports + coffee” space. Relying on its in-store 5G network and ultra-HD big-screen live-broadcast hardware, it builds immersive match-viewing scenes for consumers. The arrival of the sports lottery breaks down the scene barrier between traditional lottery sales and coffee consumption, letting sports lottery blend into ordinary people’s leisure lives in a more lifestyle-oriented, trendy and youthful way. From now on, football fans can sip coffee and watch live matches at Migu Coffee’s Shougang store while buying lottery tickets to “cheer on” their favourite teams, feeling the charm of competitive sport and the sports lottery in a relaxed, cheerful atmosphere.

Creating the country’s first Migu “lottery-café” is an important practice for Beijing Sports Lottery to advance its diversified channel layout and expand varied consumption scenarios. Drawing on Migu Coffee’s existing sports-scene operating capability, Beijing Sports Lottery will further narrow the distance to coffee consumers, sports-event enthusiasts, football fans and other groups, opening a brand-new cooperation paradigm for sports-lottery channel innovation.

As the sports-consumption market keeps warming, Beijing Sports Lottery will continue to explore integration into more new sports-consumption scenarios, persistently trying cross-over models with cultural-creative, technology and leisure sectors — making rational sports-lottery purchases a way of life, letting the idea of “casual public welfare” take root among wider groups, and contributing lasting strength to the high-quality development of the capital’s sports cause.

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