In every circle, there is a popular contempt chain. Those with equipment look down on those without equipment, those with equipment look down on those with poor equipment, and those who spend the night look down on those who can't spend the night. This has also caused many equipment parties and all-night parties to get involved endlessly, while equipment suppliers and camp service providers laughed and said nothing.
The groups participating in exquisite camping are mainly Z generation who love nature and follow the trend, and the post-80 s middle class who have children and attach importance to children's experiential education.
Among them, women are the main decision makers. In recent years, the proportion of friends camping together has decreased, and the proportion of family camping groups has increased significantly. 44% of people who travel are family mobilization.
If tourism, restaurants, racetracks, etc. are all tortured by the epidemic, then camping definitely belongs to every dark cloud, and there is a silver lining behind it.
60% of camping enterprises in China were established after 2020, and about 8,400 enterprises were added in 2020 when the epidemic was serious, thus establishing the status of "the first year of camping" in one fell swoop.
202 1, the growth rate is even more amazing. In the first half of this year alone, there were more than 9,000 new campsites, a year-on-year increase of 2 18%. By 2022, there will be more than 30,000 camping enterprises and more than 4,000 camping sites in China, making friendly Shandong the first in the country.
Starry sky, lakeside, high-grade mocha pots, retro kerosene lamps, open-air movies, people chatting while baking by bonfires, camping, as a new leisure social way among online celebrities, have become popular among the Z generation and the middle class. The chamber of secrets and scripts seem to be less fragrant when they are killed in front of tents under the stars. The camping industry has grown from 7.7 billion yuan in 20 14 to 35.5 billion yuan in 2022, with a compound annual growth rate of over 65.5.
Is camping really a good track?
As an exotic product, camping originated in Europe and America and flourished in Japan. At present, based on Japanese standards, China is barely in its infancy.
From the consumption side, the improvement of consumption ability and willingness and the gradual recognition of high-end equipment basically appear on the basis of per capita GDP 1 10,000 US dollars.
As early as 20 19, China's per capita GDP reached 1 10,000 US dollars, and it had a corresponding economic foundation. At the same time, the average car ownership is relatively high, with about 300 cars per thousand people. Last year alone, the total domestic SUV sales exceeded 6.5438+million, accounting for 38% of the total sales.
As we all know, the popularity of SUVs provides objective conditions for more people to go outdoors.
From the supply side, the number of camping sites in urban parks, suburbs and scenic spots has increased, capital has promoted the chain and standardized management of camps, and outdoor equipment has quickly adapted to the domestic market demand, which has improved the camping experience.
The improvement of economic foundation has laid a solid foundation for the rise of domestic outdoor camping industry, which has enabled consumers to have more diversified outdoor consumption needs and stronger spending power.
Correlation between per capita GDP of China and Japan and outdoor activities
It is human nature to be close to nature, even if the epidemic can only be suppressed for a short time. Once the epidemic is under control, the people's demand will double.
Compared with outdoor activities such as road running, water sports, ice and snow sports and wheeled sports, camping has become the most popular choice close to nature during the epidemic because of its low participation threshold, limited space, wide audience, high potential participation, and being suitable for parent-child tours and friends tours.
The activity scene of exquisite camping is no longer limited to the traditional wild environment. For consumers with camping equipment, they can do it in suburbs, parks, shopping malls and even at home, with a natural mentality, and tents are full of vegetation and lakes.
Consumers who are not equipped can choose their favorite orders from thousands of campsites across the country and check in directly with their bags, which greatly reduces the threshold for participation.
During the epidemic, staying in hotels often requires more travel codes and nucleic acid reports. The experience of Hua Ting Hotel made consumers uneasy about the closed indoor environment of traditional hotels during the epidemic.
Campsite accommodation is not the case. Compared with traditional hotels, there are fewer accommodation restrictions. While meeting the needs of being close to nature, it also ensures enough social distance and gives consumers a higher degree of freedom and security.
KOA data show that during the Delta virus outbreak in COVID-19 from May to July, 20021,the proportion of North American consumers who thought camping was safer than other modes of travel was higher, which indicated that camping could provide consumers with a more adequate sense of security during the epidemic.
At the same time, the difficulty of outbound travel and inter-provincial travel leads to the return of high-end tourism consumption to exquisite camping with unique and luxurious concept.
According to the data of poor travel network, the popularity of camping and RV travel will be greatly improved compared with other outdoor travel modes in 2020; According to the air ticket data of Meituan, since the outbreak of 20Q 1, the proportion of short trips with travel destinations within 50 kilometers has increased, and the proportion of consumers with travel distances within 10-50 kilometers has increased 16pct before the epidemic.
Since March 2022, epidemics have broken out in Shanghai and other places, and epidemic control and travel management in various places have become stricter, further pushing up the consumption of short-distance camping activities during holidays. Ctrip and Qunar data show that in 2022, the booking volume of camping-related products in Tomb-Sweeping Day increased by more than 3 times year-on-year, and then the booking volume of camping-related products during May Day was also 3 times that of the same period.
Young consumers' dependence on social media has promoted the rise of camping to some extent. Young people account for a relatively high proportion of camping consumers in China, with the Z generation accounting for 43%. These online aborigines are more susceptible to the popularity of social media. Social platforms spread a lot of information to the same hobby group through tag socialization and algorithm recommendation.
Ai Media Consulting data shows that the popularity of various variety shows with camping elements provides consumers with a preliminary understanding of the concept of camping, and variety shows have become the first channel to obtain camping information, accounting for more than 50%;
Since then, social media such as short video platform, Weibo and Little Red Book have become the most commonly used channels for young consumers to obtain information. According to the survey data, 56.9% of users participate in camping by sharing talent content on social networks, and 86% of them will use social content platform as the first choice to obtain camping-related information.
Domestic consumers know camping channels and common platforms 202 1.
Mango TV 2065 438+08 released the variety Wild Kitchen, which was not promoted as the main concept at that time because of its untimely birth, and the response was mediocre; After the popularity of camping increased in 2020, domestic variety shows such as "It's just a teenager" and "Let's camp together" were launched one after another. For a time, hot spots such as "A Record of William Chan Camping Without Makeup", "Roy Camping Scared by Black History", "Yang Di Camping to See the Famous Scenes of Qiang Boys" and "JJ Lin Live Camping" appeared frequently, setting off a wave of outdoor camping climax.
In the future, the popularity of big IP broadcasts such as "Camping Season for Flowers and Teenagers" needs to be further released.
Little Red Book, as a grass sharing platform, focuses on UGC content sharing through short videos, pictures and texts, which is closer to users' needs. Through active content operation strategies, users are encouraged to upload a large number of camping strategies, itinerary planning and other content. Multi-level, diverse and practical content fully meets the needs of users for camping information.
Help Xiaohongshu become the preferred platform for consumers to obtain camping information and share camping experience.
In 2020 alone, the amount of notes related to camping on the platform of Little Red Book was 27 1% compared with the same period of last year. In 2022, Xiaohongshu held a "camping season" to encourage consumers to publish high-quality camping-related content and give material rewards and traffic support. Up to now, the notes related to Little Red Book camping have reached 3.83 million.
The promulgation of a series of external policies, such as the national park system, the development plan of self-driving sports camps, the detailed rules for the development of cultural tourism in the Tenth Five-Year Plan, and the application for personal RV driver's license (C6) in early April this year, further strengthened the compliance of camping camps, effectively enhanced the confidence of consumers, and made camping a sustainable industry.
Competition pattern: there are many international high-end brands, and local brands are more popular in the middle and high-end market because of their cost performance.
In 20021year, the camping market in China was about 29.9 billion yuan, up about 78% year-on-year. It is predicted that the growth rate will remain at 15-20% from 2022 to 2025, and the market scale will reach 562,438+000 billion yuan in 2025.
First-and second-tier cities contributed more than 70% of the passenger flow, and the number of camping searches in third-and fourth-tier cities also doubled in the same period. Camping is generally concentrated in East China and Southwest China, and the growth rate in North China is relatively fast.
At the same time, camping has obvious seasonality, and the peak season is concentrated in spring and autumn. Surrounding mountains and rivers is still the core demand of camping, and camps such as grassland lakes are highly sought after.
Due to the differences in human history, compared with the emphasis on outdoor survival education in Europe and America, the camping penetration rate in China is less than 1%, which is really far from that in the United States (15.80%) and Japan (1.25), which indirectly indicates that there is still 10 in the camping industry.
With the development of camping-related industries and the strengthening of market education, camping consumption will gradually become the norm with unlimited potential.
In 2022, Tmall's camping equipment sales in the first quarter was nearly 800 million yuan, a year-on-year increase of 24%. According to the average price of various products in March, the cost of a complete set of camping equipment easily exceeded 5,000 yuan. At present, the market capacity of domestic camping equipment can exceed 1000 billion yuan under the conditions of the number of domestic campsites, camping frequency and related consumption expenditure.
At present, the equipment brands in the camping industry are mainly pyramid-shaped. International brands such as Nord and Xuefeng still occupy the high-end market. Local brands, such as Mugaodi and Ke Nuo, occupy the minds of exquisite camping consumers by virtue of OEM experience or product design iteration, and position the mass and mid-to high-end markets. They have obvious advantages in e-commerce channels, and their revenue has achieved rapid growth in recent years.
However, at present, there is no enterprise with decisive voice in the industry, and Muhe's market share is only about 1.5%, which is a high-potential industry where ambitious enterprises are expected to leap into success.
For example, the gross profit margin of head camp service providers Reye and Hi King can reach 60%, and they generally adopt the mode of "light assets and heavy operation", which has strong profitability and short investment return period.
Take large-scale high-quality camps in coastal tourist areas as an example. Its relatively mature business model and basic supporting facilities can reduce the investment cost and development risk of service providers to a certain extent, while the surrounding people generally have the characteristics of large flow of people and strong consumption power. The investment cost is about 500,000 yuan, the production needs 1.5 months, and the equipment investment recovery period is only 2-6 months.
Every potential industry is inevitably filled with a large number of new entrants, replacing innovation with imitation. When the player walked out of the tent and looked back, he found a awning and starlight, as if he had opened a copy. How to solve the aesthetic fatigue brought to consumers by homogeneous layout and gameplay?
At the same time, camping has the natural weakness of low consumption frequency of tourism projects, and how to solve the repurchase is also a difficult problem.
In the future, diversification and innovation will inevitably become the development trend of camping industry. Now many practitioners are trying to unlock the new mode with "+".
Camping+scenic spots, camping+countryside, camping+research, camping+sports, camping+performing arts and many other comprehensive industries are constantly emerging and expanding rapidly.
Some people think that the camping explosion is just a rebound in emotional consumption after the epidemic, and it is a flash in the pan.
No matter before or after the epidemic, we all have the need to get together with relatives and friends, get close to nature and take a break for half a day. This demand is stable for a long time.
Camping is also a kind of social currency in essence, which provides more space for social attributes and satisfies us who are eager for inner freedom and don't want to be separated from collective activities.
It can be predicted that in the medium and long term, young people with short working hours and married parents and children will still be the main camping force, and the proportion of middle-aged and elderly people with money and leisure is expected to increase, and camping will achieve full age coverage in the future.
Author: Shen Nanfeng
Source: WeChat official account: consumer (ID: ID:xiaofeijie3 16), new consumption, new opportunities.
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