IIG's Hui10 Partners with Sinopec Easy Joy for Major Lottery and Merchandise Deal

Hui10 partners with Sinopec Easy Joy, gaining access to 190M loyalty members for lottery-linked TEAM CHINA merchandise and digital HongBao promotions from 2026.

2 September 2025by Joshua Thompson4 min read44 views

This article covers information on Intuitive Investments Group plc.

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Sinopec Easy Joy partnership gives Hui10 national reach for Lucky World and TEAM CHINA

Intuitive Investments Group (IIG) has announced a big strategic win for its largest holding, Hui10. Hui10 has signed a nationwide merchandise and digital Lottery HongBao promotion agreement with Sinopec’s Easy Joy retail arm. The deal centres on TEAM CHINA-branded products sold on Easy Joy’s online convenience store, with Hui10’s Lucky World platform powering digital lottery engagement.

Why it matters: Easy Joy serves an estimated 190 million loyalty members and operates over 27,800 stores across a network of more than 30,000 Sinopec petrol stations. That is massive distribution and a ready-made customer funnel for Hui10’s lottery-linked products.

Key numbers and milestones investors should note

Easy Joy loyalty members	Estimated 190 million
Easy Joy store footprint	Over 27,800 stores (within >30,000 petrol stations)
Brand and range	TEAM CHINA merchandise under Hui10’s Lucky World consumer brand
Digital feature	Lottery HongBao – mobile QR red envelopes with embedded lottery credit
Launch timing	Initial product launch and digital activation planned for the beginning of 2026
Financial terms	Not disclosed

What exactly has been agreed with Sinopec Easy Joy?

Hui10 will design and distribute TEAM CHINA-branded, lottery-linked merchandise on Easy Joy’s online store, marketed under Lucky World. The partnership integrates Hui10’s Lottery HongBao platform, which issues mobile-accessible QR code “red envelopes” carrying stored credit for lottery play.

Easy Joy will support the roll-out across its loyalty programme – one of Asia’s largest – and has the capability to run in-store branding campaigns. The agreement aims to embed Lucky World merchandise and Lottery HongBao across both urban and rural markets, leveraging Sinopec’s national reach.

How Lottery HongBao works in this context

Lottery HongBao are digital red envelopes customers can scan via QR code to unlock lottery credit. In this partnership, HongBao are used as a promotional device to drive engagement – think co-branded campaigns where Easy Joy customers receive HongBao that encourage page views and increase spend-per-visit.

The roadmap includes distributing QR-based HongBao at the point of sale, inside product packaging, and across Sinopec’s digital media. The intent is to create an omnichannel loop linking merchandise, lottery play and loyalty points, including allowing Easy Joy members to redeem loyalty points for Lucky World products and HongBao.

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Why this is strategically important for IIG shareholders

Hui10 is IIG’s largest investment. This agreement materially upgrades Hui10’s distribution and user-acquisition potential by plugging into Easy Joy’s scale and data-rich loyalty base. It also strengthens Hui10’s relationship with the General Administration of Sport of China through high-visibility TEAM CHINA merchandising.

From an investment lens, the value here is about reach, conversion and repeat engagement. If Hui10 can turn Easy Joy’s audience into active Lottery HongBao users – and then cross-sell across Lucky World’s commerce ecosystem – the customer lifetime value opportunity grows meaningfully. Sir Nigel Rudd described the opportunity as “unmatched national reach” for TEAM CHINA merchandise; that reach is the springboard, execution is the key.

How this fits Hui10’s broader lottery and commerce strategy

Per the RNS, Hui10 is focused on the digital transformation of the Chinese lottery, with its platform integrated into UnionPay, China’s national interbank card settlement system. Lucky World is positioned as an omnichannel commerce layer, giving the country’s c. 200,000 lottery-only shops access to a wider fast-moving consumer goods range and providing brands with anti-counterfeit tools tied to Lottery HongBao incentives.

The stated ambition is to expand lottery participation from around 10% to more than 30%. This Easy Joy partnership is a practical route to scale: a known brand (TEAM CHINA), a compelling promotional mechanic (HongBao), and a nationwide retailer with loyalty integration.

Timeline and next steps to track

Beginning of 2026: initial product launch and digital activation.
Phase 2: expand product lines across the TEAM CHINA range.
Deeper integration: Lucky World’s Lottery HongBao platform woven into Easy Joy’s retail, loyalty and payment systems.
Scale-up: QR HongBao at point of sale, inside packaging and across Sinopec digital media.

Investors should expect interim updates as technical integration and campaign planning progress. The step from online store distribution to full omnichannel execution will be the needle-mover.

What’s positive in this RNS

Scale and distribution: direct access to an estimated 190 million loyalty members and over 27,800 stores is rare air.
Omnichannel design: merchandise, loyalty and lottery play are intentionally linked – a smart way to boost engagement and repeat behaviour.
Institutional validation: deepening alignment with the General Administration of Sport of China via TEAM CHINA branding supports legitimacy and visibility.

What’s missing or still to prove

Financial terms not disclosed: no revenue share, margins or minimums provided.
KPIs not disclosed: we do not yet have targets for HongBao activations, conversion rates, average spend or merchandise sell-through.
Execution risk: integration across retail, loyalty and payment systems at national scale is complex; timelines can slip.

What I’ll be watching next

Confirmation of the 2026 launch window and first campaign details.
Evidence of engagement uplift at Easy Joy – e.g. HongBao issuance and redemption, page views and spend-per-visit, merchandise sell-through.
Progress on QR deployment at point of sale and inside packaging, signalling true omnichannel reach beyond the online store.

Bottom line for IIG

This is a strategically significant distribution and engagement partnership for Hui10, and by extension for IIG. The combination of TEAM CHINA merchandise and Lottery HongBao, delivered through Easy Joy’s giant loyalty ecosystem, creates a credible path to national-scale customer acquisition.

The opportunity is big; the revenue model is not yet visible. Until the 2026 launch and early KPIs land, the market will likely price in execution risk. For now, though, this RNS marks a clear step forward in Hui10’s plan to embed lottery-linked engagement into everyday retail behaviour across China.