Core Viewpoint - Beijing Sports Lottery has initiated a cross-industry collaboration with the well-known restaurant brand Haidilao, establishing over 20 co-branded sales outlets in Beijing since the end of 2023, successfully integrating sports lottery into the dining experience [3][5]. Group 1: Collaboration and Innovation - The "Sports Lottery + Haidilao" sales outlets have been developed as a new sales channel and brand image showcase, receiving significant attention [5]. - The collaboration has allowed for innovative approaches to combine sports lottery with dining, enhancing customer engagement [3]. Group 2: Training and Engagement - Beijing Sports Lottery organized an event for representatives of the "Sports Lottery + Haidilao" sales outlets to observe the lottery draw process, aiming to deepen their understanding of the lottery brand culture [5][10]. - Participants engaged in interactive games to test their knowledge about the lottery, demonstrating a strong commitment to understanding the brand [7]. Group 3: Brand Culture and Public Perception - Haidilao's lottery business head emphasized the importance of internalizing the lottery's brand culture, such as "Public Welfare Lottery, Happy Life" and "Responsible Lottery, Public Welfare First," into daily operations [8]. - Representatives expressed their intention to share their experiences of the lottery draw with customers, reinforcing the transparency and fairness of the lottery process [12].