camping ecology
The "2021-2022 China Camping Economy Industry Status Quo and Consumer Behavior Data Research Report" shows:
■In 2021, the scale of China's camping core market will reach 74.75 billion yuan, driving the upstream and downstream markets to reach 381.23 billion yuan.
■At present, the development of camping presents a variety of "camping +" modes: "camp + scenic" mode, "camp + pastoral" mode, "camp + research" mode, "camp + sports" mode, "camp + paradise" mode, etc.
"Go camping?" It's a weekend or a long holiday, will you receive such an invitation?
The term "camping" seems to be popping up in our daily lives more often than ever, and it's unabated.
At 8 pm on October 31st, the first wave of "Double 11" activities in 2022 will start. Data from Tmall shows that the sales of mountaineering and camping products have increased by 100% year-on-year. The first-hour turnover of equipment brands exceeded that of the whole day on November 1 last year.
How hot is camping?
According to the "2021-2022 China Camping Economic Industry Status and Consumer Behavior Data Research Report", China's camping core market will reach 74.75 billion yuan in 2021, driving the upstream and downstream markets to 381.23 billion yuan. It is estimated that in 2024, China's camping will drive the market The scale will exceed one trillion yuan.
In Chengdu, many people also "entered" camping-related industries.
"Our camp has just opened on National Day, and the income in 7 days is about 100,000 yuan." Jiang Kun, a partner of Shanye Qingfeng Camp in Dayi County, Chengdu, told the Chengdu Business Daily-Red Star News reporter about the camp's income and planning, "But now The homogenization of camps is too serious, and we are still thinking about more possibilities of 'camping+'."
Several camp leaders also said that to make camping have lasting appeal and vitality, a richer product matrix needs to be created.
camping
Camp explosion
"Heard no less than 600 this year"
"We are doing camp co-construction activities. If you are interested, you can come together." On November 4, when interviewed by a reporter from Chengdu Business Daily-Red Star News, Jiang Kun invited reporters, "This is also our recent special event. , participants can build camp fences, area signs, convention signs, schematic diagrams, mountain classrooms, mountain tribes, etc., and experience the fun of hands-on and construction in nature.”
Registration for camp co-construction activities is very popular.
"We have opened 4 sessions in total, and the schedules for November 12 and 13 are already full." Jiang Kun said excitedly, "Now more and more people are enjoying camping, nature and outdoor sports, which also promotes the development of the camping industry. getting better and better.”
The Mountain Breeze Camp is not the first camp Jiang Kun has run. He once built a camp in the Mengtun River Valley, Li County, Aba Prefecture.
"That place is relatively far away, the market has not opened, and the camp receives mostly targeted customers such as company team building and outdoor teams."
Jiang Kun, who has been active in the field of outdoor sports for more than 20 years, is keenly aware that outdoor camps have begun to grow explosively in the past two years.
"Before, camping was still a small circle, but it has changed in the year before. Basically, the number of camps in Chengdu has grown from dozens to hundreds in one or two months. The bigger outbreak started last year and this year, From the main urban area of Chengdu to the Greater Chengdu area, we have heard of no less than 600 in the industry."
In July this year, Jiang Kun built the Mountain Breeze Camp as a partner.
This is a camp located in Heming Mountain, Dayi County, covering an area of 30 mu, with an investment of about 500,000 yuan, and it was officially opened on the National Day.
Jiang Kun said that the camp combines camping with outdoor sports such as forest hiking, rock climbing experience, and caving. "The effect is good. The National Day holiday is 7 days. In the case of 3 sunny days and 4 rainy days, the income of the camp has reached 100,000 yuan. ."
Mumu, the person in charge of Mori Camp, is only 23 years old this year and was previously engaged in event planning.
After seeing the new changes in the camping market, Mumu found a place to build a camp in Lujiatan Wetland Park, Wenjiang District, Chengdu. The construction started in May and it officially opened in June.
Different from the mountain breeze camp in nature, the forest camp is an urbanized exquisite camping route.
About 20 canopies have been built on 12 acres of green space, where campers can have afternoon tea and dinner.
"Real camping enthusiasts go to nature to find a place and set up their own tents. Our camping style is more about providing a scene and atmosphere."
Not including the cost of land, Mumu invested nearly 500,000 yuan to build the forest camp.
"Camping is very dependent on the weather. If the sun is out, the business will be very good. Now the passenger flow on weekends is basically stable at 17 or 8 days." Mumu said, "Since it opened in June, it has almost returned to its original value, and it is estimated that it will be completed by the end of the year. fully recovered.”
supplies
Outdoor companies benefit
"Sales soared 200% in May"
Camping fever remains high, which has also significantly boosted the market size and equipment sales of the camping equipment industry.
According to data from Taobao and Tmall in the second quarter of 2022, the sales of outdoor/camping equipment category increased by more than 20% year-on-year, and the transaction scale has exceeded 15 billion yuan.
From the perspective of the most basic equipment tents for camping activities, according to Zhiyan consulting data, the size of China's tent market will reach 6 billion yuan in 2021, an increase of over 47%.
Chengdu Masage Outdoor Products Co., Ltd. is an enterprise specializing in the production of exquisite outdoor camping equipment, and one of the beneficiaries of the "camping fever".
"Just pulled a batch of tents to Qionglai last night, and now they are building them to participate in the National Camping Conference." On November 4, during the process of communicating with reporters, the relevant person in charge of the company shared the activities that the company is participating in.
The National Camping Conference is one of the activities of the 2nd China Greenway Sports Life in Chengdu, China in 2022. Six outdoor equipment companies including Mazge Outdoor Products Co., Ltd. presented a "panoramic view of outdoor tent camping" for the event.
"Now the camping market is getting bigger and bigger, and there are more and more activities and audiences." The person in charge recalled the activities he participated in recently, "We participated in the exhibition in July and August, and we were only established in January this year. The company, in less than a year, has gradually come into everyone's field of vision. This is also due to the strong camping atmosphere this year, and many people have participated in this activity. The company's sales surged in May, almost more than It was up 200% before."
This coincides with the statistics - in the monitoring of iiMedia Research's public opinion system, the camping popularity index showed a gradual upward trend in April 2022, and reached its peak on May 6 with a popularity index of 612.
"The supply of products has been in short supply, and the production line is too busy. Now all production is order-based. Basically, after an order is placed, it will take half a month or a month to arrive." The relevant person in charge of the above-mentioned company told reporters, In order to cope with the sudden surge in orders, the company is also increasing production capacity.
The reporter noticed that at the level of listed companies related to the camping economy, the growth data of Mugaodi, a listed company of clothing, food, housing, transportation and outdoor products, is also very obvious.
Mu Gaodi disclosed the third quarterly report on October 28. The company achieved a total operating income of 1.158 billion yuan in the first three quarters of 2022, a year-on-year increase of 60%.
The continuous development of camping is a strong driving force supporting the development of camping-related industries, and the characteristic camping facilities and equipment meet the diverse needs of consumers.
In the future, with the development of the camping industry, more specialized and diversified products will be applied to tourism development, promoting the camping industry and driving the rapid development of the industry.
According to the "2022-2027 Field Camping Tent Market Investment Prospect Analysis and Supply and Demand Pattern Research Forecast Report" by the China Research Institute of Puhua Industry, it is expected that the core market size of China's camping economy will increase to 248.32 billion yuan in 2025, driving the market size to reach 1,440.28 billion yuan. Yuan.
With the upgrading of consumption, more and more consumers have joined the camping activities, and camping and its related industries have a large space for development in China.
think
The problem of homogenization is highlighted
In addition to camping + barbecue, what else can camping +?
The camping market continues to be hot, but problems such as weak camp infrastructure, single tourism products, and serious homogeneity are gradually exposed.
A number of camp leaders told reporters during an interview that to make camping lasting appeal and vitality, a richer product matrix needs to be created.
Although the income of 100,000 yuan in 7 days during the National Day holiday, Jiang Kun used "catch the ducks on the shelves" to describe the opening of Shanye Breeze Camp on National Day.
"I wasn't ready at the time, and I didn't think about what kind of products we were going to provide." In Jiang Kun's view, the current camping market is in great demand, but it has developed wildly, and the similarities are prominent.
For example, some campsites developed earlier only provide venues, and the business model is mostly "camping + barbecue", lacking diverse themes, resulting in serious homogenization.
"There are cases of quick returns. If the content is not competitive, it will be difficult to develop for a long time. For example, many people are now buying camping equipment, and they can also barbecue by themselves, so why do consumers come to the camp?"
In order to think about more possibilities of "camping +", Shanye Breeze Camp has been semi-closed since the National Day.
After many meetings and discussions, Jiang Kun sorted out the camp's "camping+" mode.
"We will create products such as Shanye grocery store, Shanye kitchen, Shanye classroom, and Shanye construction. For example, the grocery store can provide products such as chicken, peanuts, and mountain bamboo shoots, and Shanye classroom will carry out courses such as nature education and camping skills education. Through different activities to create more play scenarios for consumers." Jiang Kun added, "There is also a water sports base near the camp, and we will also combine the business formats to provide more ways to play."
The Luxi camp opened in April this year is also located near Heming Mountain. The head of the camp, Gao Ling, told reporters that the camp is mainly based on the original ecology, which can be built by camping enthusiasts with their own equipment, and the camp can also provide camping equipment.
"In addition to providing venues, we are also considering more business formats. The natural scenery of the camp is very good, and we can expand camping + RV, camping + rock climbing, camping + parent-child travel and other formats." Gao Ling said, "At the same time, we will also combine Valentine’s Day, Qixi Festival and other festivals to hold unique activities to create more ways to play.”
In addition to offering afternoon tea and dinner, Mori Camp is also trying more "camping +" scenarios.
"We are cooperating with the cycling team. Because Lujiatan Wetland Park has greenways, the cycling team will come to the camp for group building, play script killing, etc. after riding. At the same time, we have carried out courses such as plant observation and bonsai making for children. , to increase the attributes of parent-child education.”
It is understood that many scenic spots have also seized the "camping +" trend.
For example, Chengdu Huanglongxi Happy Pastoral launched a music camping festival; Xiling Snow Mountain launched a parent-child camping festival; Wufengxi scenic area launched barbecue camping; Longquanshan City Forest Park Danjingtai launched star camping... The activities are very hot, and camping tents in major scenic spots "A tent is hard to find".
The "2021-2022 China Camping Economic Industry Status and Consumer Behavior Data Research Report" shows that the current camping development presents a variety of "camping +" models, such as "camp + scenic" model, "camp + pastoral" model, "camp + It is expected that the campground will continue to develop towards diversification and innovation in the future.
Chengdu Business Daily-Red Star News reporter Peng Jing