Chinese internet firm V1 Group has partnered with Suqian Jingdong to introduce sports-lottery retailing into JD Convenience Stores within the territory via its subsidiary Crazy Sports.

The convenience-store chain has been established by JD New Markets by upgrading and rebranding traditional outlets across China, and installing a uniform store image, store management, facilities configuration, service standards, product planning and logistical delivery.

The new partnership will see sports-lottery terminals installed in JD convenience stores throughout the mainland. The brand is targeting expansion into rural villages, towns and counties, expanding the sports-lottery business to third- and fourth-tier cities and towns.

Crazy Sports has additionally signed agreements with other convenience-store chains, including Shenzhen China Resources Vanguard , Dalian Lianhua Quik and Shanghai 007. It already partners with 12 chain enterprise lottery sales channels, including Guangdong 7-Eleven, Bianlifeng, Haolinju, and Jiajiayue.

“Crazy Sports is very honoured to be in this cooperation with JD to bring lottery new retail services into JD Convenience Stores,” said V1 Group joint COO Peng Xitao, “which will not only facilitate sports lottery users to purchase sports lottery tickets easily, but also strengthen the development of Crazy Sports’ offline physical sports lottery sales network, thus expanding our user base.

“Looking forward, Crazy Sports will continue to form partnerships with different parties and establish more chain enterprise sales channels and ‘365 Smart Stores’ to attract more offline traffic, which could then convert into online users to propel the development of our sports lottery new retail business, and seize the huge potential of the upcoming major sports events.”

Crazy Sports intends to provide lottery sales and related services for sports enthusiasts, and act as an entry point for the brand’s lottery recommendation services “Crazy Red Insights” to form a closed-loop commercial system.