Since 2020，Shenyang’s welfare lottery sales have encountered unprecedented challenges due to multiple factors such as the impact of the sudden onset of the Newcastle Pneumonia epidemic，lottery policy adjustments and the increased competitiveness of the sports lottery market. The SWOT analysis model found that the main factors such as the Newcastle Pneumonia epidemic，the suspension of the sale of Happy 12 and the sports lottery “Happy Little Star”，and the large number of social outlets had a significant impact on Shenyang’s welfare lottery sales. Possible strategies to increase sales in the future are to put up display cabinets and self-service lottery machines，implement label programmes and flagship shops，take advantage of big data，use digital advantages such as Shake and WeChat platforms，and attract new Z-era lottery players and female lottery players on top of stabilising old lottery players.