"When I like camping, the day can become very long. Usually, the days pass too quickly, and I don't have time to sit and blow the wind and smell the scent of grass."
"Even if friends just make a cup of coffee, hold a thermos cup, sit and chat together, with children running around, there is some sense of 'the days of the past have become slow, and a lifetime is only enough to love one person'" Feeling, even if it's an illusion."
Women are so sensual, sitting together and complaining about real life face to face is far more joyful than complaining in WeChat groups.
One hour to set up the tent and one hour to dismantle it, where is the fun?
Possibly the last camping session in late autumn.
In the camp, the men were setting up tents, and the children who hadn't seen each other for a long time were having fun without the intervention of adults.
Children run and laugh freely under natural light, bask in the sun and release their energy in the green, and are occasionally instructed to pass down tools. In the big natural world, they don't have to worry about becoming noisy bear children.
The men who finished unpacking the courier at home but didn't pack the package and couldn't find anything, but they knew how to store the floor pegs, tents, and tools in an orderly manner. Full, so that the tent pole can achieve the best elastic deformation and keep it stable. They cooperate with each other and appreciate each other's completed tent, indulging in the joy of building.
One hour to set up a tent and one hour to dismantle it, where is the fun?
Brother Cai said with a look of "do I still need to ask this question?" "Where is the fun of girls snatching Lingna Belle on Taobao, that is my fun."
At this time, women also appreciate them, and each role belongs to its own place, and each has its own place.
In their own little world, singles don't have to worry about appearing redundant.
The stages of life among friends will not always be synchronized, and the occasion of camping is enough to reconcile and accommodate different life states.
The sun is gradually sinking, and the twilight is gradually getting thicker. Amidst the music from the Bluetooth speaker, the ambient light is turned on.
The fruits and coffee cups during the afternoon tea time were put away, and the table was replaced with dinner ingredients, cooked food, semi-finished products, clean vegetables, hanging pots, baking pans, stewing pots, and cooking pots.
Men get ready to light fires, and even with cassette gas stoves, fires are still in their genes for over a million years.
In the burning platform, the small firewood is on the bottom and the big firewood is on the top. When the flames are ignited, continue to stack the big firewood.
There is no trouble for them without a burning platform. The dead branches are built into a cone, and the circulating air carries the flames upwards.
Whoever saw that the fire was getting weak, picked up a piece of wood and threw it in. The person who mastered the tongs tacitly adjusted the wood that had just been added.
According to data from Ctrip, since the beginning of this year, camping travel orders on the Ctrip platform have increased by more than 30 times compared with last year. Among them, local orders accounted for 63%, and orders outside the city accounted for 24%. The per capita camping consumption was 1027 yuan, a year-on-year increase. More than 10%.
Inquiring about "camping bases" in Shanghai on the Dianping App, you can get 2034 relevant results.
On the Ctrip platform, as of now, camping products have covered 152 cities in China, and in addition to first-tier cities, they are also accelerating penetration in low-tier cities.
According to data from the Ctrip platform, the top ten cities with the number of newly signed campsites in 2022 are: Guangzhou, Beijing, Hangzhou, Shanghai, Huizhou, Chengdu, Kunming, Shenzhen, Qingyuan, and Huzhou.
From the perspective of orders, the top ten popular camping destinations in 2022 are Shanghai, Guangzhou, Beijing, Shenzhen, Yingde, Huizhou, Hangzhou, Wuhan, Deqing, and Foshan.
Changing to an SUV, only to hold 130 kg of camping equipment
The sweet potatoes wrapped in tinfoil are waiting in the fire station, and the oven for meat skewers is set up.
The mutton kebabs from the market-style supermarket are being put on makeup: salt, salad oil, chili powder, cumin powder, remember to buy the thinnest seasonings, so that they can stick to the meat more during roasting.
The oven was lit, the charcoal was burnt until there was no smoke, and the skewers were put on the oven.
"Roast the meat until it turns white, then sprinkle salt on both sides, turn it over and roast it twice, when it turns brown, brush with oil and sprinkle chili powder. When the chili powder is like oily pepper and you can smell the aroma, spread it evenly Sprinkle cumin powder, and then turn it over twice.” Erwa, who has not only a fire but also a barbecue in her genes, said, “The atmosphere of the camp is very relaxed. Everyone cooks delicious food and drinks. Chatting and warming up together, the feeling of letting go is very comfortable, and you don’t have to think about anything.”
His wife said, "Camping is for gathering with friends, chatting around the fire, and the warmth is doubled."
The meaning of group life is vividly displayed.
Each family only brought some of them, and they can get together without losing a big meal. Hairy crabs, steaks, stir-fried vegetables, stewed rice, regardless of the process or cooking method, whether nutritionally balanced or delicious, have everything you expect. Several folding square tables On the long table formed, accompanied by laughter and laughter, the feast is intertwined among chopsticks, spoons and forks.
"At first, I thought that camping was digging holes in the wild and drilling wood to make fire, but in order to bring the children with me, I bought more and more equipment." Brother Cai said while sitting on the moon chair, watching the dancing flames.
For him, the fun of camping lies in the sense of accomplishment after building, followed by sitting in the camp and feeling the nature.
The hard-earned camp is only worthy of the day's work if you spend the night.
An overnight camping trip, based on a family, requires about 130 kilograms of equipment.
When thinking about changing cars, Brother Cai also considered his equipment. Although the third row of seats is not used very often and consumes fuel in daily driving, he still chose to change to a medium-to-large SUV, just to lay it flat when camping. Last row, hold everything you need.
It can be seen from Ctrip’s user booking preferences in 2022 that the age distribution of camping users is mainly between 30-40 years old, accounting for 49%, followed by young freshmen aged 20-30, accounting for 30%.
In product reservation preferences, more than 78% of users prefer overnight camping products.
Most of the camping guests are parents and children, business (group building), and couples outing.
Parent-child camping orders accounted for 34%, business group building orders accounted for 19%, and couple travel orders accounted for 18%.
Exquisite camping: new consumption opportunities brought about by equipment upgrades
Sanshun is also a member of the 30-40 age group.
In the past two years, about 20,000 yuan has been invested in camping equipment. Friends who often camp together also spend 5,000 yuan to tens of thousands of yuan according to their personal needs. Sanshun and his friends have completed several iterations of equipment, including from the initial park From tents to pyramid tents, to "one bedroom and one living room" and "two bedroom and one living room" tents, to sleeping bags and mattresses needed for overnight stays; from cooking utensils such as portable stoves and barbecue pans to incubator storage boxes and other essentials , to portable speakers, camp lights and other supplies that create a sense of atmosphere.
Sanshun seems to have entered a new stage. He admitted that the more equipment he brings, the more restrictions he will have on enjoying the beautiful scenery.
If I don’t bring my wife and children, “I can just take a light tent, climb mountains, and rest wherever is suitable for camping.”
However, the high-investment "exquisite camping" brought Sanshun a brand-new family concept.
Sanshun’s understanding is to move the feeling of home to the outdoors, and choose the equipment that is closest to the feeling of home in terms of equipment to enhance the outdoor experience.
On the other hand, camping can allow children to get in touch with nature and have the opportunity to play some things that are usually not seen at home or in the city, such as river tracing and rock climbing.
This year's National Day, Sanshun's family set off from Shanghai on the 2nd to Ningbo Xuedou Mountain Scenic Area to find a field for "rock climbing + camping".
He camps once or twice a month, seventeen or eight times a year.
Undoubtedly, camping tourism has become the "new favorite" of urban residents for leisure and vacation, and the equipment upgrade brought by exquisite camping has become one of the important household consumption.
Southwest Securities believes that the domestic camping market is in a stage of rapid increase in penetration rate. The company entered into "exquisite camping" earlier, and successfully occupied the traffic high ground by virtue of its excellent product strength and series of IP co-branded products for precise marketing.
It is expected that in the fourth quarter, under the dual consumption stimulus of National Day and Double Eleven, the performance can be expected.
Take Mugaodi (603908.SH), a leading professional outdoor sports brand in China, as an example. The company’s revenue in the first three quarters of 2022 will be 1.16 billion yuan, a year-on-year increase of 60%; the net profit attributable to the parent company will be 130 million yuan, a year-on-year increase of 82.4% ; Realized non-net profit of 130 million yuan, a year-on-year increase of 115.6%.
From a single quarter perspective, from July to September 2022, the company achieved revenue of 290 million yuan, a year-on-year increase of 56%; net profit attributable to the parent was 17.113 million yuan, a year-on-year decrease of 5%; Yuan, a year-on-year increase of 45.8%.
The gross profit margin in the third quarter was 29%, an increase of 3.8 percentage points year-on-year. The increase in gross profit margin was mainly due to the high-margin e-commerce and the offline business of Damu (MOBI GARDEN, which refers to the company's outdoor camping equipment brand company's outdoor camping equipment brand) caused by an increase in the proportion.
Domestic camping will meet explosive growth
Wang Ergou is the manager of Wang Ergou Shanghai Green Grass Camping Base.
At the end of October not long ago, the 2022 League of Legends Global Finals held a canyon sunrise viewing party at the Wangergou Camp that integrated sunrise viewing, catering and entertainment, check-in interaction, and a music festival.
In addition to the daily work of taking care of the camp and receiving individual guests, Wang Ergou's work also includes negotiating with companies about cooperative activities in the camp, or assisting in organizing activities similar to camping in the places provided by the companies.
"The income in the past two years has been relatively stable. There are usually some corporate charters, and there will be more individual visitors during National Day and other holidays. There are about 300 people in the camp every day, and there will be another three to four hundred people." Wang Ergou believes that, Camping, which has emerged since 2020, will become the norm for urbanites to relax on weekends.
Yingjia Manor, another camping base in Shanghai, is also booming. On the weekends close to the National Day holiday, it is necessary to book the venue 15 days in advance according to the number of people. On the National Day, it needs to be booked at least one month in advance.
The camping bases on the outskirts of the city will connect water and electricity according to the terrain, and some bases will also place several freezers for use by adjacent camps.
Regarding the way of renting tents or RVs at the campsite, or buying equipment and building tents by yourself, Wang Ergou believes that renting ready-made equipment generally has more beginner experience users, while those who like to build tents by themselves are mostly in-depth enthusiasts.
According to the cleanliness of the base bathroom, female users will decide whether to book a homestay nearby, share it with friends, or take their children to wash.
Beginning in 2020, the number of camping-themed homestays and bookings began to increase. According to Tujia homestay data, the number of camping-themed homestays in 2020 has tripled compared to the same period in 2019, and the number of bookings has increased by 16 times. The overall growth rate is obvious.
By 2022, it will enter a period of mature development. On the Tujia homestay platform, the number of camping-themed homestays will increase by 6 times compared with 2019, and the number of bookings will increase by 25 times compared with 2019.
A number of online travel platforms are also developing their business towards camping products, and plan to launch innovative projects such as "camping + homestay" and joint experience cards.
A research report from Orient Securities pointed out that the short-to-medium-term development logic of the domestic camping industry is that the intergenerational switching of people will generate short-term demand. After 2020, inter-provincial travel and overseas travel will be limited. Camping is the best alternative to short-distance travel, and the popularity remains high. Similar trends are also emerging overseas.
On the other hand, the intergenerational shift of the domestic camping population is obvious, and the proportion of young groups such as post-95s/post-00s has increased rapidly. The emergence of "exquisite camping" is a good proof.
In the long run, the development of camping in high-tier cities can be compared to Japan in the 1990s, and the explosive growth in China is expected to be stronger.
At present, the development stage of domestic high-tier cities is similar to that of Japan in the 1990s (including per capita GDP, car ownership, economic development stage, consumer preference, etc.), and they have fully established a good foundation for the development of the outdoor camping industry.
It judges that due to the high proportion of online sales in domestic camping sales, the efficiency of customer contact is faster in the early stage; coupled with richer and faster social media, film and television works, and stronger communication power, the future development of the domestic camping industry is expected to be stronger than that in Japan. 1990s.
On November 21, 14 departments including the Ministry of Culture and Tourism issued a notice on the issuance of the "Guiding Opinions on Promoting the Healthy and Orderly Development of Camping Tourism and Leisure", which mentioned promoting the construction of public camps, expanding the scale of public camps, and improving service quality.
Encourage and support the standardized construction of operational camps and improve the quality of camping products.
Encourage the use of various existing spaces and places to develop camping, tourism and leisure functional areas in accordance with laws and regulations.
Support market players to grow bigger and stronger.
Under the premise of complying with relevant regulations and plans, explore and support the development of camping tourism and leisure services on the basis of projects such as golf courses and country houses that have been transformed and exited.
Encourage qualified tourist attractions, tourist resorts, rural tourism spots, recreational belts around the city, country parks, sports parks, etc., to delineate camping and leisure functional areas and provide camping services under the premise of complying with relevant regulations.
Encourage urban parks to use vacant land, lawn areas or undergrowth spaces to delineate non-accommodation tent areas for mass leisure activities.
Vigorously develop a variety of camp forms such as self-driving caravan campsites, tent campsites, and youth camps to meet diverse camping needs.
Encourage qualified places to try first to form a new model and new experience in the development of camping, tourism and leisure.
Comprehensively use existing funding channels to support the construction of public campsites, roads connected to arterial highways, parking lots, toilets, telecommunications, sanitation, fire protection and other infrastructure, as well as the construction of water, electricity, gas, sewage, garbage disposal and other supporting facilities, as well as basic management and maintenance investment .
Encourage all localities to adopt various methods such as government and social capital cooperation to support the construction and operation of camps.
Earlier on November 7, the "Outdoor Sports Industry Development Plan (2022-2025)" jointly formulated by eight departments including the General Administration of Sports, the Development and Reform Commission, and the Ministry of Culture and Tourism was officially released.
Among them, there are 14 mentions of "camping", clearly proposing to optimize the supply of camping products, encourage the opening of country parks to provide camping services, and build more camping bases in urban suburbs and rural areas to meet the needs of the masses for camping nearby.
Zhang Zhining, deputy director of the Strategic Research Center of Ctrip Research Institute, believes that the release of documents at the national level will have three positive impacts on domestic camping tourism.
Firstly, the coverage of camping products will be further expanded with the city outing and surrounding tourism scenes as the core, and the construction of camping bases and the improvement of related supporting facilities will promote the accelerated development of camping tourism to "exquisite camping"; secondly, with camping products as the core , build a "camping +" outdoor leisure tourism product system, and camping tourism will accelerate the development of "experience is king"; , industrialization" accelerated development.