The camping trend is out of the circle, and the market size reaches 35.46 billion yuan.
The camping trend is out of the circle, and the market size reaches 35.46 billion yuan. There are more and more camping tents in urban parks and villages. , and become an interesting urban "landscape". Camping has become a hot trend, with a market size of 35.46 billion yuan. Camping is a popular trend, with a market size of 35.46 billion yuan1
Under the background of normalized epidemic prevention and control, whether it is a family trip or a gathering with friends, camping that is close to nature, has a private space and a relaxing atmosphere is becoming More and more people are interested in it, and the camping economy is also taking advantage of the trend.
Promote the rapid development of related consumption
Local leisure tourism has become the norm in various places, and camping and picnics have become a new hot spot for people’s leisure consumption. The analysis of the "2022 Camping Quality Research Report" recently released by Mafengwo pointed out that camping can be divided into three types: traditional camping, portable camping and exquisite camping. Among them, exquisite camping is more in line with modern people's way of leisure and entertainment, and all camping "properties" are prepared. Starting by driving, the city's central park, surrounding farm lawns or suburban mountains, or even the northwest desert can be your destination.
While the camping experience is getting richer and richer, exquisite camping is also becoming more and more popular, with barbecues, fireworks, bonfires, travel photography, and electronic music carnivals gradually becoming standard features. Therefore, camping not only drives the development of resources in the tourism field, but also drives the vigorous development of supporting equipment. The categories of camping products such as tents, canopies, tables and chairs, sleeping, and cooking equipment are becoming more and more abundant. Equipment and brands in various vertical categories Gradually becoming high-end. As more and more young people follow the camping trend, sales of camping-related equipment products have increased significantly.
Data from an e-commerce platform shows that from January to March this year, the transaction volume of camping equipment such as large tents, canopies, folding tables and chairs, and sleeping bags more than doubled year-on-year. According to Tianyancha data, my country currently has more than 33,000 tent-related companies, more than 1,100 canopy-related companies, more than 5,000 sleeping bag-related companies, and more than 1,200 folding chair-related companies.
Behind consumers’ huge enthusiasm for camping is considerable consumption potential and new business opportunities. iiMedia Consulting data shows that from 2014 to 2021, the domestic camping camp market size has soared from 7.71 billion yuan to 29.9 billion yuan. It is expected that the growth rate will reach 18.6 in 2022, and the market size will reach 35.46 billion yuan.
At present, there are not many campground merchants and camping product merchants that have obtained financing. The industry is still in its infancy, and the scale of the industry is expected to gradually expand. Tianyancha data shows that there are currently nearly 46,000 camping-related companies in China. The total number of domestic camping-related company registrations has continued to grow rapidly in the past three years, and the number of newly registered camping-related companies in 2021 will increase by 144 year-on-year. Judging from the registration time, 48% of camping-related companies were established within one year, and 80% of the companies were established within five years.
Report analysis believes that 2020 can be regarded as the "first year of camping style". Affected by the epidemic, camping has become a new way of travel for many people, and camping-related food , guides continue to spread on social platforms, attracting more young people to join.
In 2021, spring camping has developed rapidly, and spring, summer and autumn have become peak camping seasons, among which "the most beautiful April" and "golden autumn September" are the most popular; in addition, although winter is not suitable for wild camping , but December and January also saw the emergence of a new and popular method of iceberg camping. Since 2022, camping methods have become more diverse and mature. As spring warms up, a new round of camping craze has appeared in March.
Unlocking more leisure methods
At present, camping has gradually shown the characteristics of diversified development, and various integration methods such as campsites and scenic spots, campsites and pastoral areas, campsites for study and camps, and campsites for social entertainment have emerged. Spring, summer and autumn are the peak seasons for camping. Camping, flower viewing, beach camping, water sports, starry sky camping, bonfire dances and many other "camping" methods give it infinite vitality.
Nowadays, trendy youth have opened the door to a new world of winter camping with limited experiences such as ice camping and “camping hot spring”.
Who are the main groups of people camping? The report shows that 74% of camping enthusiasts come from first-tier and new first-tier cities. Among them, Beijing, Chengdu, Shanghai, and Guangzhou are the top four camping tourist destinations, contributing more than 30% to the total number of camping tourists.
At the same time, young tourists born in the 90s and 00s and the main force of parent-child tours born in the 80s are the two "pillars" of the camping circle, accounting for 87% of the total. The former shows that young people who are following trends and keen on socializing like to go camping with friends and enjoy camping at barbecues or games; the latter shows that young parents find a balance between healthy walking with their children and relaxing body and mind in parent-child camping.
As the most fashionable way of travel nowadays, camping truly achieves the "two blossoms" of short-distance and long-distance. Mafengwo’s survey results show that “micro-vacation” based on weekend travel is the most important camping scenario. The data shows that 81% of tourists choose to spend 1 to 3 days to experience camping. The choice of camping sites is not limited to the city where they are located. Many consumers like to go to surrounding cities to experience a fresher environment. For example, consumers in Guangzhou and Shenzhen will choose to drive 1 to 2 hours to go camping in Huizhou, Foshan, Zhongshan and other places.
In addition to short-term trips, some tourists will choose to go to Qinghai and Gansu for a long-distance trip that includes camping, spending 6 to 8 days or even longer exploring niche secrets by camping.
Embracing nature is the first attribute of camping. Therefore, niche methods such as volcano camping, self-driving camping, and starry sky camping have become new hot spots in the camping circle. The current content of self-driving camping in Mafengwo Station is higher than that of the same period in 2020. The number increased by 177, and the search popularity of "volcano camping" soared by 661. In the report, Qinghai Mangya Mars Camp, which has a strong sense of seeing interstellar movies and can provide parent-child study experience, ranked first among the popular camps in 2021. Camping is a popular trend, with a market size of 35.46 billion yuan2
"Two-thirds of the people in the circle of friends are camping, and the remaining one-third are watching others camping." "Half of the people around me are camping. People are camping, and the other half are on their way to camp. "During the Qingming Festival that just passed, outdoor camping became popular in Foshan. Coinciding with the fine weather, citizens, under the premise of doing a good job in epidemic prevention, packed tents, folding tables and chairs, and delicious food, and went to the riverbanks and green spaces "at their doorstep" to enjoy the rare spring wildness.
There are more and more camping tents in urban parks and villages, and they have become an interesting urban "landscape". With Foshan's "camping trend" blowing strongly, the local rural economy has become more diversified, and the construction of park cities has also welcomed the new "wind". How to promote the construction of urban parks while meeting the citizens' ever-increasing demands for quality life will also test the capabilities of urban planners and designers.
"It's rare to have a short vacation. Go out for a walk and camp for a while." During the Qingming Festival, Mr. Xiong, a citizen who lives in Chancheng, Foshan, decided to "stay away" from the big city. , bring your lover, make an appointment with a few friends, and even bring your beloved puppy, and go to the countryside to experience camping together.
Leave as soon as you say. Mr. Xiong packed up his camping tent, tools, and bought food supplies, and immediately set out on the road. "I used to like camping in city parks and river banks. This time I can go far away and experience outdoor camping. I am very excited." Mr. Xiong said that now, camping has become an important part of his life to relax after work. Way.
Ms. Lan, who lives in Shunde, Foshan, also chose to set up a tent in the Chencun Sanzijing Cultural Park "at her doorstep" during the Qingming Festival to experience the joy of camping.
Bring your kids, make an appointment with your friends, and prepare some exquisite fruits and snacks in line with the spring season. Miss Lan’s outdoor camping looks very elegant. "Because it's a holiday, it needs to be more ceremonial." Miss Lan told reporters.
“My children’s classmates all like camping. This way is very relaxing and adults can play together. Sometimes we can order takeout at noon. Sometimes we will bring our own cooking utensils, barbecue, hot pot, etc. Both adults and children can have a great time having a picnic.” Similarly, Mr. Chen, who lives in Nanhai, Foshan, said that he “finds a little fun” in his life after busy work. "Camping is a good choice." Mr. Chen said.
"Camping style" is "blowing" in Foshan, and a number of riverbanks and parks in Foshan have become "Internet celebrities" due to their high exposure on social networks.
This Qingming Festival, Ms. Jiang, a citizen of Daliang, Shunde, came to Shunfeng Mountain Park to experience the fun of outdoor camping. It is reported that Shunfeng Mountain Park is the most important urban park in the central city of Shunde. Thanks to the fine weather, park environment, and epidemic prevention and control efforts, some citizens choose to experience the fun of camping in this park.
"Perhaps, every Shunde person who yearns for the distant place will end up in Shunfeng Mountain Park." After experiencing the park environment personally, Ms. Jiang, a citizen, posted a message on WeChat, and received many citizens' "sympathy" "like".
In addition to Shunfeng Mountain Park, Foshan Xincheng Riverbank Park, Beijiao Junlan Riverbank, Chencun Sanzijing Cultural Park, Jun'an Nansha Riverbank, etc. are frequently seen in Shunde people's circle of friends. These have become "the holiday destinations". Internet celebrity river bank" and "Internet celebrity park".
In Nanhai, Foshan, Mr. Chen and his family went camping at Wenhan Lake with their friends. Wenhan Lake is the second water storage lake built in Guicheng, Nanhai, Foshan, after Qiandeng Lake. The park is located on both sides of the Luwei Liao Waterway. The origami-shaped "Water Moon Phoenix" landscape platform is the iconic landscape of Wenhan Lake. During the Tomb Sweeping Day holiday, this place successfully attracted a group of citizens to "camp" here, either watching the egrets flying, or having fun and having fun, making it a frequent place among citizens' friends.
Relying on the "attack" of the camping trend, Foshan's "rural economy" also seems to be blowing a "new wind". By integrating outdoor camping, rural experience and other resources, citizens are more willing to "spend money" to experience the quality of rural life outside the city.
In a camp called "FREECAMP" in Genghe Town, Gaoming, its campsites were fully booked by citizens the day before the Tomb Sweeping Day holiday. It is reported that this is a camp that was upgraded from a local rural cultural tourism experience project. There are also experience projects such as mushroom farms in the park, attracting some citizens to come from afar to "check in". The camping trend is out of the circle, with a market size of 35.46 billion yuan3
As the outdoor camping trend "comes out of the circle", the related supplies industry is showing a rapid growth trend. However, with the increase in consumption, many campsites have exposed problems such as incomplete infrastructure and unreasonable layout of functional areas. These problems have greatly affected tourist experience and the healthy development of the outdoor camping industry.
Tianyancha data shows that there are nearly 46,000 camping-related companies in my country. Among them, nearly half of the companies were established after the camping craze began in 2021. Compared with the more mature camping markets in developed countries, my country's camping industry is still in its infancy.
The late start and lack of experience in planning and construction have resulted in many campground operators adopting a "take it one step at a time" mentality and lacking detailed camping guidance and risk control services. The lack of experience in campground management is also reflected in the lack of specialty products and the serious homogeneity of entertainment services. Many campsites focus on providing services that focus on viewing the scenery, but ignore the interaction with tourists and fail to stimulate tourists' enthusiasm for participation. We certainly cannot expect any consumer stickiness from such camping services.
Behind the camping craze, there are also growing pains such as "it is hard to find a tent" and "the place is in a mess". This is an important factor in how to better develop the camping economy in the future. A reminder. Camping involves many aspects such as outdoor sports, leisure and entertainment, environmental protection and urban management, and has strong industry relevance and driving force.
In order for camping to truly become a good way of holiday leisure for all ages, it is necessary to continue to polish the camping theme, product rental, tent construction and service facilities, and continuously lengthen the camping industry chain.
On the one hand, complete supporting infrastructure is a hard condition for retaining consumers. To this end, it is necessary to use the peak season as a standard to plan the number and types of facilities, continuously improve service quality, and improve safety and security measures.
On the other hand, creating attractive products is crucial to the long-term development of the camping industry. Therefore, we must make full use of the natural endowment of the campsite, folk culture and other resources to cater to the consumer needs of different levels and groups with unique products, deeply explore innovation, and promote the continuous expansion of the breadth and depth of the integration of camping tourism with ecology, culture, sports, etc. , to prevent project operations from generally focusing on eating, drinking, and playing.
The camping industry has broad room for development. As long as it starts from consumer demand, starts with details, and improves bit by bit, this emerging tourism consumer market will gradually mature and improve, winning more consumers. favorite.