Text/Photo by Yangcheng Evening News reporter Xu Zhangchao and Sun Qiman
Have you heard of "a tent is hard to find"?
Recently, "camping" has appeared on social platforms such as circle of friends, and the "camping economy" derived from camping has gradually become popular.
On April 18, the stock price of Mugao Di, whose main business is camping tents, rose by the daily limit, and this was the eighth daily limit in the past year, highlighting the booming camping economy.
A reporter from the Yangcheng Evening News noticed that with the current camping trend, emerging travel methods such as exquisite camping, picnics, and picnics have become new hotspots for citizens' cultural tourism consumption, which has also spawned the rapid development of related industries.
Why did the camping wind suddenly blow up the circle of friends?
What kind of business did it drive?
How long can the camping economy survive?
a question
A hard-to-get camping spot has become a new hotspot for cultural tourism consumption?
Put on the tent, lift the bench, bring snacks, or go to the lawn for a picnic as a family of four, or camp with three or two friends in the suburbs.
In the past Qingming holiday, camping, which was once a niche tourism form, appeared in many cities.
In the late spring season in Guangzhou, what Xiao Li was looking forward to most was going to the central lake of the university town to camp.
"I went camping with my family that day, and I set the alarm clock early, because I might not have a good location if I go late." Xiaoli told reporters that the lawn of the central lake in the university town is a popular campground in Guangzhou, and there are many fishing hobbies. Tourists and picnic lovers head to the lawn early, and on weekend afternoons, sedans near Center Lake can fill up the entire roadside parking space.
The "2021 Generation Z Camping Social White Paper" shows that among the current camping groups, "post-95s" account for the highest proportion, accounting for about 32.8% of the total.
Before the Qingming Festival this year, Mr. Sun, a post-95s citizen in Guangzhou, was going to try camping around Guangzhou with his friends. He listed many camping plans with his friends in the group, and decided to contact several internet celebrity camping sites in Guangzhou. The tent is fully booked.
As the trend of outdoor camping continues to "glow and heat", some outdoor enthusiasts have also turned their attention to camping and self-driving.
At the beginning of this year, Zefan (pseudonym), who works in an Internet company, and his wife drove to Huizhou, camping and having a picnic in a place with mountains and water. Lying in the car by the sea and opening the skylight could see the night sky, which made him fall in love with camping.
Zefan told reporters that since purchasing the vehicle last year, he and his wife have gone on 3 RV trips.
"Because of well-known factors, we can't travel very far, and camping has become our best choice at this time. We also plan to go camping in Zhuhai this year to see more of the scenery at our doorstep." Van said.
Second question
How about the "money scene" of the camping economy standing on the wind?
It is worth noting that, as an outdoor brand, the Mugao flute brand, which mainly focuses on camping tents, reached the daily limit on April 18, which was the eighth daily limit for the stock in the past year.
Behind this, it undoubtedly highlights the popularity of the camping economy.
A reporter from the Yangcheng Evening News found on the lifestyle platform Xiaohongshu that the total number of notes on "camping" has exceeded 1.07 million.
Ctrip's latest "Spring Travel Trend Report" shows that recently, the search volume of camping products in Ctrip stations has increased by more than 80% month-on-month; the bookings of camping products for travel from March to April are hot, and the volume of bookings has increased by 120% month-on-month. Among them, parent-child travel accounted for 45%.
In the data of "What's Worth Buying", during the March 8th promotion period, the GMV of "camping" keyword products increased by 83% year-on-year.
Is the "camping" in the circle of friends really popular?
The reporter contacted Ms. Zhang, the person in charge of Yisen Camping in Conghua District, Guangzhou. Since 2019, she has tried the exquisite camping experience of carrying a bag into the camp. Recently, the passenger flow on weekends and holidays has increased significantly. For example, camping reservations during the Qingming Festival are from 3 It was opened in the middle of the month, and it was fully booked in less than a week. There are still many citizens calling to inquire before the holidays.
"At present, the camping customers are mainly parents and children and young people. Family parents and children account for about 60%, and young people account for 40%." Ms. Zhang told reporters that the return rate of camping customers may be between 20% and 30%. After the experience here, I will increase my interest in camping, start to purchase some camping equipment, and try to set up a tent by myself.
According to reports, Yisen Camping has upgraded the original camping camp, and is currently negotiating two expansion projects.
In addition, a reporter from the Yangcheng Evening News found in the Tmall platform's overnight camping tent hot-selling list that some top-ranked tents continued to be out of stock, and the prices of popular brand tents began to rise.
The customer service of some camping tent products on the Pinduoduo platform told reporters that the current sales continued to rise, and the inventory of some products was running out.
Three questions
Which industries are "hot" by consumption upgrades for refined camping?
According to the Tianyancha search, the reporter found that there are currently nearly 46,000 camping-related companies in China. The total number of camping-related companies registered in the past three years has continued to soar, and nearly half of the companies have been established within one year.
Based on industrial and commercial registration, more than 3,000, 8,200, and 20,000 camping-related companies will be newly registered in 2019, 2020, and 2021, respectively. The newly registered camping-related companies in 2021 will increase by 144% year-on-year.
Among them, there are more than 3,300 camping-related enterprises in Guangdong.
The boom in the camping economy has also brought fire to many outdoor products.
What items do I need for camping?
In addition to tents, moisture-proof mats, placemats, folding chairs, storage boxes, sleeping bags and other "just-needed" camping equipment, some will bring barbecue grills, stereos, musical instruments, kitchen utensils, convenient stoves and other camping equipment when camping, and some also prepare enough drinks , meals, etc.
To prepare a high-quality camping, spending thousands of yuan has become a "common meal".
On April 18, the reporter came to Sam's Supermarket in Tianhe District, Guangzhou. When he walked into the supermarket, a scene of an indoor tent caught the reporter's attention.
There are outdoor folding chairs, mosquito lamps, outdoor egg roll tables, sleeping bags and other outdoor products.
According to the staff, since the launch of camping-related products, all kinds of outdoor products have been sought after by many young people.
At the same time, the reporter also found that the price of these camping equipment is not low. The price of an Oxford tent in the supermarket has reached 1450 yuan.
In this regard, Xiao Li analyzed to reporters that camping equipment requires some initial investment, including tents, folding tables and chairs, racks, camp lights, batteries, etc. The investment in the early stage is not low, but if properly maintained, the use of these equipment will last for a long time. Can reach more than 5 years.
Behind the huge enthusiasm for camping, there is considerable consumption upgrade potential.
View
How to push "camping" out of the circle
Pan Helin, co-director and researcher of the Digital Economy and Financial Innovation Research Center of Zhejiang University International Business School, told reporters that the development of the camping economy requires camping infrastructure on the one hand, providing places and venues that can camp, and emphasizing the environment and camping behavior. Complement each other, not camping for camping’s sake.
On the other hand, there must be the cultivation of basic user groups, including skills training such as tent construction and field survival, which need to be cultivated in the market to gradually develop.
Pan Helin told reporters that from the current situation, the domestic camping economy is still in its infancy, and it takes time to cultivate users. Many scenic spots do not have the camping conditions. Camping that is too remote will be dangerous, and camping that is too close to the urban area will be dangerous. Camping lacks space.
However, outings with parent-child travel as the core and close to urban areas meet the needs of urban parents for their children's natural education, and may lead to the popularization of camping in the future.
Three Questions
Camping fever "exposed" a new test
Looking at the views of consumers and industry insiders, behind the camping fever of "one person is hard to find" and "one awning is hard to find", on the one hand, long-distance travel is restricted due to epidemic prevention and control, which has spawned short-term camping, outings, and parent-child tours. The rapid growth of demand for distance travel; on the other hand, the overcrowding of tourist attractions during holidays affects the travel experience. The travel mode of "spot check-in" is gradually abandoned, and the fresh camping experience has captured the hearts of some consumers.
Whether the camping trend can be used as a long-term stable business remains to be seen.
Many scenic spots do not have camping conditions, and the scale and quality of some camping camps vary, and skills such as tent construction, outdoor protection, and emergency management have not been popularized. Obviously, the software and hardware behind the camping craze have not kept up.
In addition, issues such as garbage disposal, toilets, and open fire barbecues have also attracted new attention. As a new form of cultural tourism, camping needs to be regulated by regulatory authorities in a timely manner.
(Sun Qiman)