32-year-old Li Zhe is planning a route of self-driving tour + camping in the suburbs of Beijing during November. In his opinion, autumn is also a suitable season for camping.

Although it is not possible to hike, it is not fun to meet three or five friends for self-driving camping in the suburbs of Beijing.

"We booked the campsite in Sunlight Valley, Miyun District, Beijing in advance. There are many routes suitable for self-driving around the campsite. Today, it seems that it has been fully booked in the past few days."

  In fact, in the context of this year's National Day holiday, when local travel is still the mainstream way of holiday travel, the popularity of the camping market continues to become a consensus, and the data and sales of OTA platforms can also confirm this trend.

  According to the big data from Mafengwo Travel and Play, searches related to "camping" in various places increased by more than 50% on average in the past week, and the consultation and booking of popular camps around Jiangsu, Zhejiang, Beijing, and Guangzhou have increased significantly.

During the previous Mid-Autumn Festival holiday, the average search popularity of "camping" in various places increased by more than 130%.

  Dianping data shows that during the Mid-Autumn Festival holiday, the number of camping-related orders increased by 285% from the same period last month.

The relevant person in charge of Dianping told the reporter of Securities Times e company that camping-related orders are expected to continue to rise during the National Day.

Tuniu Travel told the reporter of e company that our platform mainly produces packaged products with camping themes. According to the latest data, the sales of camping base products are very good during the National Day.

  It is worth noting that with the continued popularity of the camping market, some problems have gradually emerged, and the need for standardization of the development of the camping market has become a new issue facing the industry.

  The website of the Ministry of Culture and Tourism published an article on "Suggestions on Promoting the Standardized Development of Camping Tourism in my country" on August 3, pointing out that in recent years, my country's camping tourism market has grown rapidly, but it is also faced with disordered development, vague standards, and lack of innovation. , lack of control and many other challenges.

It is suggested that the standardized development of camping tourism in my country should be promoted from the aspects of policy-leading norms, improving the standard system, promoting industrial upgrading, and strengthening risk prevention and control.

  "Camping is generally in line with the industry trend, which is the fundamental reason for its hot market, and the problems faced by the camping field also stem from the market. In conclusion, it includes the lack of market policy guidance, the mismatch between supply and demand, and the lack of planning guidance. In three major aspects, to solve the above problems, a systematic solution is needed." Wu Fenglin, director of the Planning and Leisure Research Institute of China Tourism Academy, told the e-company reporter.

Camping fever is expected to continue during the National Day

  Judging from the data of multiple OTA platforms, under the background that local travel and surrounding travel have become the main theme, the enthusiasm for outdoor activities such as camping will continue.

  Mafengwo's 11.11 entertainment forecast report shows that in the past week, the search popularity of "Where to go on 11th" has increased by 90%. Under the influence of uncertain factors such as the epidemic, the seven-day long holiday has been divided into several local and surrounding areas of one or two days. "Micro vacation" will still be the main theme of this year, and it is expected that the proportion of local travel orders in holiday travel products will increase by 25% compared with the same period last year.

  "First camping in autumn" is one of the most popular outdoor games recently.

According to the big data from Mafengwo Travel and Play, searches related to "camping" in various places increased by more than 50% on average in the past week, and the consultation and booking of popular camps around Jiangsu, Zhejiang, Beijing, and Guangzhou have increased significantly.

During the previous Mid-Autumn Festival holiday, the average search popularity of "camping" in various places increased by more than 130%.

  According to data from Tuniu.com, in the two weeks before the National Day, the search volume related to 'parent-child, camping' on the platform increased by 35%, and the 'wine + scenery' self-driving tour product, which mainly focuses on outdoor leisure, has become a popular choice for users to travel during the National Day.

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  Tuniu East China Product Manager Zha Tingting told reporters, "For example, during the National Day holiday, the Changzhou Maoshan Forest World, which is oriented to parent-child customers, is very popular. Tourists can stay in tent camping bases, experience forest adventures, dig bamboo shoots and other outdoor activities; In Pipa Lake Scenic Area, tourists can experience camping and visit Zhongshan Botanical Garden. Most of these 'complexes' include camping hotels mainly for vacation and leisure. Relying on the resources of nearby scenic spots, they have complete supporting facilities and many outdoor experience projects. It's convenient, so it's suitable for family travel.”

  The continuation of the popularity of the camping market is also expected to increase related orders in the field of camping consumption.

The relevant person in charge of Dianping told the reporter of e company that camping-related orders are expected to continue to rise during the National Day.

Previous data from Dianping showed that during the Mid-Autumn Festival holiday, the search volume for the keyword "autumn tour" increased by 967% from the previous month, and the number of camping-related orders increased by 285% from the same period last month.

  Many brokerages are also optimistic about the popularity of the camping market during the long holiday.

Bohai Securities released a research report saying that during the Mid-Autumn Festival holiday, camping-related orders continued to grow at a high rate.

We believe that the 11th Golden Week is approaching.

Under the strict prevention and control of the epidemic, short-distance tours and surrounding tours are still the main ways for residents to travel during the holidays.

Compared with the May Day and Mid-Autumn Festival holidays, the National Day holiday has more advantages in terms of time and climate. It is expected that the enthusiasm of residents to participate in outdoor activities such as camping will continue.

At the same time, the camping sector may also welcome new configuration opportunities.

Camping economy attracts investors' attention

  As the camping market continues to heat up, in the A-share market, the camping economy has also frequently attracted the attention of investors.

  A reporter from Securities Times · e company noticed that in the past three months, more than 100 questions about the camping economy have been asked on the interactive platform of Shanghai and Shenzhen stock markets, and many investors have paid attention to issues such as the progress of listed companies’ camping-related business and the orders in the camping industry. .

  Recently, some investors have asked questions about the number of Sanfu outdoor operating camps and related traffic.

In response, Sanfu Outdoor replied on September 19 that the company is operating 9 camps.

During the Mid-Autumn Festival holiday and weekends, except for the closed Chengdu camp and the Sanya camp under renovation, the full occupancy rate of other camps remained above 90%, and the National Day reservations of some camps were basically full.

  On August 9, an investor asked Zhongxin Travel whether outdoor camping is very popular and whether the company has related business.

In this regard, Zhongxin Tourism replied that the company has closely followed the changes in market demand and has launched many surrounding tourism and camping products that are popular among tourists.

  Yu Hui, head of the Emerging Business Department of Zhongxin Tourism, told the reporter of e company that the camping market is a form of tourism that has developed rapidly in recent years. Camping products have gathered the needs of young customers for outdoor and natural travel, and have quickly become highly sought after products. .

As a new type of travel experience products, camping products require travel agencies to be more professional and comprehensive.

"At present, Zhongxin Travel has launched two directions: Beijing local camping products and Waifu camping products. In the next step, the company will cooperate with more destinations to create camping products in an all-round way. In addition, the company will also play its own brand. Advantages, focusing on the development of products that combine events and camping." Yu Hui said.

  On August 2, Jiayi Co., Ltd., the leader of outdoor cups and pots, also responded to investors' questions about the camping economy.

It said that the company currently has sufficient orders in hand, and production is tight and orderly.

The company's main investment project is the construction project of the thermos cup production base. At present, the main construction of the 4 production buildings has been completed, and the decoration and finishing work are in progress. It is expected that 2 production buildings will be put into trial production in the fourth quarter. At present, the company's production capacity Compared with the previous year, there has been a great improvement.

  From the perspective of operating performance, in the first half of this year, many camping equipment listed companies saw a significant increase in profits.

On August 10, the outdoor equipment leader Mu Gaodi disclosed the semi-annual report. In the first half of the year, the company achieved operating income of 867 million yuan, a year-on-year increase of 61.34%; net profit attributable to the parent was about 113 million yuan, a year-on-year increase of 111.80%; non-net profit deducted 1.1% 100 million yuan, a year-on-year increase of 138.02%.

  Talking about the reasons for the growth in performance, Mu Gaodi said bluntly that the company's main business has benefited from the growth in demand in the camping industry at home and abroad, and achieved good growth in revenue and profit.

The day after the financial report was released, the company's stock price rose sharply at the opening, and the daily limit closed at 110.34 yuan.

However, in the past month, the company's stock price has corrected significantly, and the latest closing price is 90.95 yuan.

Since April this year, the stock price of Mugaodi has risen by more than 158%.

The market is vast and requires standardized development

  The accelerated deployment of listed companies stems from the booming camping market, and the market size of the camping economy is also expected to show an upward trend year by year.

  According to the research report of iiMedia Research, with the upgrading of consumption, more and more consumers join the camping activities, and camping and its related industries have a large space for development in China.

In 2021, the core market size of China's camping economy will reach 74.75 billion yuan, a year-on-year increase of 62.5%; the driving market size will be 381.23 billion yuan, a year-on-year increase of 58.5%.

It is estimated that the core market size of China's camping economy will rise to 248.32 billion yuan in 2025, driving the market size to 1,440.28 billion yuan.

  "Judging from the consultation and booking of Tuniu.com, the current popularity of camping is mainly concentrated in first-tier and new first-tier cities, and the second and third tiers still need a fermentation period, so the market size of the outdoor camping industry is expected to continue to grow." Tuniu told e A reporter from the company said that most of the campsites have small investment and quick results, so the number of campsites has sprung up like mushrooms after a rain.

At present, the quality of camps is uneven, and the follow-up development must be a process of survival of the fittest.

Camps with unique resources, rich content and better services will surely further develop and grow.

  iiMedia Research analysts also believe that camping is still in a barbaric growth stage in China. Due to the impact of the epidemic, the demand for traveling abroad has been transferred to China. With the trend of self-guided travel and self-driving travel, and with the support of relevant national policies, the camping industry has The development prospect is huge.

Camping with catering, entertainment, sports, performances and other scenes, forming a center to drive consumption growth in all walks of life.

  As mentioned above, with the continued popularity of the camping market, some problems have gradually emerged, and the development of the camping market needs to be standardized and become an industry consensus.

  Cheng Chaogong, the chief researcher of Tongcheng Research Institute, also told the e company reporter that at present, domestic camping bases are basically regional, and there has not been a particularly large cross-regional large-scale enterprise.

With the development of the camping market, there may be camping holiday enterprises operating across regions.

"Standardization is usually the first step in scaling up. There is still a lot of room for improvement in the domestic camping market. If a unified standard cannot be formed in terms of basic services, then scale development will be impossible."

  Tuniu said that camping products rely on camps, most of which include food, housing, shopping, entertainment, etc., and involve a wide range of services. It is not enough for camp creators to operate based on market analysis and their own cognition. At the level of laws and regulations, as well as camp standards and service specifications, there is still room for improvement, and the follow-up needs to be standardized as soon as possible.

  The reporter of e company noticed that in terms of camp construction, many cities have introduced local regulations.

In the first half of this year, Shanghai issued the "Specifications for the Construction and Service of Commercial Tent Camps", which put forward specific requirements for the basic operating conditions of tent camps, camp construction and basic services, special services, and supporting services for tourists; "Guiding Opinions on the Management of Leisure Activities in Park Tent", which provides detailed and clear regulations on special areas, opening hours, codes of conduct, lawn management, safety prevention and control, etc.

On September 21, Nanjing also issued a notice of "Opinions on Promoting the Healthy Development of Tent Campgrounds in Our City (Trial)" to standardize and guide the development of camping.

  Wu Fenglin told the reporter of e company that camping as a whole conforms to the industry trend, which is the fundamental reason for its hot market.

"The future of the camping market should be the common choice for residents' travel and leisure. The market size and volume will not be bad. The key to success or failure is whether the supply can truly meet the real demand, and the quality is the winner." However, he also Point out that the problem with camping is also in the market.

"The release of demand on the market side is too fast, and the policy has not kept up; the impact of the market side on the industry is too violent, and the supply is out of proportion. Therefore, the problems that arise can be attributed to: lack of policy guidance, mismatch between supply and demand, planning leadership is out of place.”

  To solve the above problems, he suggested that a systematic solution is needed, such as the cultural and tourism authorities and industry associations taking the lead to formulate standards and norms as soon as possible; professional think tanks and academic research institutions, with market segmentation and tourist portraits as the main objects, in-depth research on the characteristics of the camping market, Laws, trends, and research and preparation of a series of special reports and special plans; the supply of camping services, including equipment, venues and surrounding areas, should be guided by the market, with quality as the core, and cultivate sustainable industrial competitiveness.