[Market Viewing Tide] The popularity of camping tourism is rising, but it is more necessary to "step by step"

  On April 6, the Chinese outdoor equipment brand Norike announced that it has recently completed nearly 100 million yuan in financing, showing that the outdoor camping track is being sought after by the capital market.

  In the past two years, the popularity of outdoor camping has continued to rise, and it has become the most popular "micro-vacation" game.

Camping camps have sprung up like mushrooms after the rain, and more and more camping tents in urban parks and in the countryside have formed an interesting landscape.

  The camping economy derived from camping has also gradually become popular.

According to Ctrip data, bookings of camping products for travel from March to April this year are hot, with bookings increasing by 120% month-on-month.

According to data from iiMedia Research Institute, the market size of camping camps will reach 29.9 billion yuan in 2021, with a growth rate of 78%.

The market size is expected to reach 35.46 billion yuan in 2022.

  The popularity of camping tourism has also driven the consumer demand for outdoor products.

According to data released by the e-commerce platform, one month before the Qingming holiday, the sales of tents and tent equipment surged by 97% year-on-year, the sales of outdoor tables and chairs and outdoor beds increased by 66% year-on-year, and the sales of outdoor sleeping bags also increased by 10% year-on-year.

In addition, the growth rate of sky curtains, camp vehicles, and solid wood style folding tables and chairs is more than double the growth rate.

More and more international outdoor brands such as Kelon and Qiaqiaiao have begun to penetrate into the Chinese market, and local brands such as Mugao Di, Pathfinder, and Nuoke have also continued to make efforts in the market.

  According to Tianyancha data, there are 45,000 camping-related companies in my country.

More than 20,000 new companies will be added in 2021, and more than 5,000 companies have been established since the beginning of this year.

The rapid development of enterprises has attracted the attention of capital.

In November last year, the camping brand Big Hot Wilderness received two consecutive financings, with financing amounts of 10 million yuan and over 10 million yuan respectively. In March this year, the exquisite camping brand Hi King wild luxury camp established in 2020 received one million yuan. Yuan Angel round financing.

  Although the camping economy has successfully "broken the circle", it is undeniable that this emerging business is still in its infancy and faces many challenges.

For example, the camping project is single, and the market positioning is not clear; the homogeneous competition is large, and there are many imitators but few people who are deeply involved in the market segment; the level of camps is uneven, resulting in poor consumer experience; Troubles in the growth of the camping economy.

  The fast food business of "earning a wave of popularity" is obviously not enough to support the long-term survival of camping operators.

How to pinpoint market positioning and explore business models is an urgent problem to be solved.

  Taking camp operation as an example, camping is an asset-heavy industry with large upfront costs and long payback periods.

Camp operators must be patient and capable, innovate products in the camping tourism market, and explore the development path of "camping +".

Such as "camp + scenic spots", "camp + agriculture", "camp + pastoral", "camp + research", "camp + sports", "camp + performing arts", etc., to meet the diverse service needs of tourists.

  Camping economy is not a simple business of a beautiful scenery, a tent, and a check-in, but a comprehensive test that integrates various aspects such as sports outdoor, leisure and entertainment, and accommodation experience.

Camping tourism has a huge market opportunity. If enterprises want to get a share of the "camping economy", they also need to "step by step" to achieve sustainable development.

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