Camping is the development trend of outdoor culture in the future

In the past two years, camping has become very popular. People will develop more ways to play around camping culture. Think about it as follows:

Currently, China’s outdoor ecosystem includes: 1. About ten years ago, young people in the city followed outdoor leaders on outdoor hikes, usually short- and medium-distance routes, and later continued to extend Prices per customer for various outdoor activities are generally not high. Let’s call it entry-level outdoor. 2. Professional outdoor activities, in addition to professional hiking, also include professional mountaineering, professional diving, professional rock climbing, various extreme sports and other professional outdoor activities. Let’s call it professional outdoor for now.

Camping appears along with outdoor activities. Currently, the camping needs are: 1. Camping needs due to long-term hiking or mountain climbing, focusing on hiking or mountain climbing; 2. Specially looking for beautiful scenery Camping carried out in local places focuses on outdoor camping; 3. Exquisite camping, which is a camping project that just comes with a bag, focusing on the camping experience; 4. Camping carried out in city parks, grasslands, rivers, etc., focuses on getting out of the house and experiencing Outdoors, I just don’t want to keep it at home.

Exquisite camping is a hybrid format that has emerged to meet the needs of domestic people. Exquisite camping is more of an outdoor experience. This experience should be an outdoor experience with minimal physical requirements. This format is suitable for Two groups of people are more suitable. One is those who don’t want to be too tired but also want to have an outdoor experience. One or more families take their children to experience the outdoors and socialize. The other is urban young men and women who pursue “appearance”, especially girls. many.

Therefore, exquisite camping is originally a form of outdoor ecosystem, but it is mixed with more business needs. It can be simply understood as a further extension of the combination of outdoor experience and urban life.

1. Some people say that there are too many camping sites, the market competition is too fierce, and are exquisite camping sites saturated? First of all, although the site of Exquisite Camping is now in the hot air, various campsites have sprung up, and the entire Xiaohongshu is full of tweets about Exquisite Camping. It seems that Exquisite Camping is in a state of involution. But if you think about it simply, you will find that this is a false proposition. As far as Guangzhou is concerned, there are indeed not many venues in Guangzhou that can provide exquisite camping, and the reception capacity of each venue is very limited (otherwise, how can it be called exquisite). Among the population of Guangzhou, it should be said that most people are still If you have never experienced exquisite camping, the proportion of people who have experienced it should be very small. Based on this logical judgment, the market capacity of exquisite camping sites is large enough and there is still huge room for exploration.

2. Some people say that after the epidemic is over and people have more choices for travel, exquisite camping will become less popular? The epidemic has had a profound impact on everyone’s consciousness. Everyone’s demand for the outdoors will only increase, and their yearning for the outdoors will continue to increase. I just mentioned that exquisite camping is a part of the outdoor ecosystem, and there are still many people who still If you haven’t experienced it before, the market space will still last.

3. Even if the epidemic situation is relieved, the craze for overseas travel will rebound, and there will not be a sharp rebound immediately. Most people will still have lingering fears about going abroad. This is a long-term process.

4. There will be more gameplay and in-depth development around the camping site, which will be discussed below.

1. The sustainable and healthy long-term development of camping sites lies in providing customers with an outdoor experience that is different from urban activities. Camping is only one of the options, not all of them.

2. Outdoor life camps in the suburbs of cities (within 1.5 hours’ drive) are the middle ground between urban life and long-distance natural outdoors. This unique location and advantage will not and cannot be replaced.

3. Outdoor life camps provide a comprehensive experience of outdoor life for customers who do not want to travel far or are inconvenient to travel far. We provide relatively complete outdoor facilities and equipment to allow customers to Able to meet various short-term outdoor needs in a comprehensive outdoor experience.

1. An outdoor living camp must first have a beautiful outdoor natural environment and a relatively complete variety of outdoor facilities to ensure the outdoor living needs of camp customers. Beautiful outdoor environment infrastructure and outdoor equipment are Base.

2. As we all know, the simple environment and equipment cannot bring a stable passenger flow to an outdoor living camp. Comprehensive operations are required to make an outdoor living camp operate healthily.

3. As mentioned earlier, outdoor living camps can be simply understood as a combination or extension of outdoor experience needs and urban cultural needs. Then the camp must fully consider these two needs and effectively speak The fusion of two different needs, and the "exquisite camping" that can take beautiful pictures essentially caters to these two needs. Then, we can do more extensions around these two needs, including camp outdoor product exhibitions, camp cross-country running (or mountain biking), camp wine tasting (whiskey or red wine), camp tea tasting, camp cigars, camp music culture, camp Parent-child activities, camp animation, camp product release, camp brainstorming, camp script killing, camp water sports, camp fishing, camp mountain climbing...etc., by constantly giving this kind of outdoor camp more urban cultural needs, non-stop Theme rotation brings different experiences to outdoor camps. This is the development direction of our outdoor camps to better serve the core customer groups living in cities.

4. Camps run by purely outdoor teams are slightly insufficient in urban cultural development. The camp created by the purely urban exquisite culture team looks beautiful, but lacks further expansion of outdoor needs. Therefore, our operations team needs to be very clear about what we are doing, what customers need, and how to better cater to customer needs.

5. Regarding the issue of camp promotion, the core lies in traffic. I think we should not fall into misunderstandings. Some people believe that the core is that new media, such as Xiaohongshu, Douyin, live broadcast, etc., are needed to attract young people who are willing to come to the camp. Traditional communication and promotion are too slow. I think this is a misunderstanding. Promotion is a comprehensive and systematic work and should be promoted through multiple channels at the same time. At present, many people have also raised many doubts about Xiaohongshu, because the beautified pictures on Xiaohongshu are seriously inconsistent with the actual situation. This trend will have an increasing impact, and it also reflects the existence of this type of new media. question. Channel customer flow, new media traffic, internal promotion (word of mouth), theme promotion (theme activities drive traffic), planning activities, etc. should all be part of the promotion. Especially as I mentioned before, our customer base is still very large. The outdoor life camp should be a venue suitable for men, women, old and young. Everyone has the right to enjoy a beautiful outdoor life and pursue pleasant experiences. Everyone can A "good-looking" blockbuster film was also shot in an outdoor camp, not just for exquisite urban young people.