National camping craze trend! How does Xiaohongshu plant grass and promote it?

In recent years, under the continuous influence of the epidemic, many people's long-distance travel has been restricted, and a large number of medium and long-distance travel needs have been transformed into city tours and Zhou Bianyou. At the same time, a minority outdoor sport has gradually entered the public's field of vision, developed into a popular leisure activity in China, and frequently appeared in our circle of friends on weekends, that is camping. Camping was originally a survival skill in the wild. In the traditional impression, it tends to be lightweight, or it is a manifestation of the pursuit of scenery by donkey friends. At this stage, it has evolved into a camping trend that focuses on comfort and relaxation, meets the general public's closeness to nature and pays attention to quality experience, and ushered in the "national camping" model. (1) The camping market ushered in a golden period of development. With the introduction of various support and encouragement policies for the development of campsites in various regions, the camping industry has ushered in a golden period of development. During the period, whether it is an offline camping base or an online travel platform, the recent camping orders have shown a rapid upward trend. The Spring Travel Trend Report released by Ctrip Online Travel shows that the search volume of camping products in the station has increased by more than 80% in recent months. From March to April, the booking volume of camping products increased by 1.20%, of which parent-child travel accounted for 45%. The sales data of JD.COM e-commerce platform also shows that since April this year, the search volume of camping products has increased by 145% compared with the same period of last year. Among them, the search volume from Beijing has increased by more than 7 times, the search volume from Foshan has increased by nearly 8 times, and the search volume from Guangzhou has increased by nearly 7 times. The 20021Z Generation Camping Social White Paper shows that among the current camping groups, the post-90s generation accounts for the highest proportion, which has become the main force to stimulate new consumption (about 32.8% of the total number), among which tents, mattresses, sleeping bags, cookers, atmosphere lights, mobile bathhouses, folding toilets and pet anti-lost clothes are the mainstream outdoor products developed after the post-90s generation. (2) The camping concern group of Little Red Book is in the golden period of development in this camping industry, so how is it presented in Little Red Book? According to the official data of Xiaohongshu, during the "May Day" holiday in the past three years, the search volume related to camping doubled, and the search fever spread from first-tier cities to second-and third-tier cities. In the search related to camping in Xiaohongshu, I found that I was wearing camping clothes, and the search for camping photos ranked second and third. It can be said that taking photos is the best way for people to commemorate their wonderful journey, and the other is about paying attention to camping clothes. It is also an eternal classic topic that beauty depends on clothes when you are away from home. At the same time, the value and style of camping equipment directly affect the choice of young consumers. For example, in April this year, the search volume of "Darth Vader Wind Tent" once climbed to the top three in tent-related searches. At the same time, the product quality needs to pass the customs, otherwise it will enter the "lightning protection notes" list of community sharers. Therefore, when Xiaohongshu is ready to be promoted, whether the original sound volume of its brand products is positive or negative is a crucial link, which also tells us why we should pay attention to the importance of product quality. On the platform's attention to camping users. Compared with the same period in 20021,the population over the age of 24 has an increasing trend, reflecting the overall lighting trend of the community camping craze. During the investigation of Xiaohongshu's interest in camping, I learned that the post-95 s prefer to socialize with acquaintances, while the post-80 s pay more attention to being close to nature, which are two completely different hobbies. The following is the ranking of the official interests and preferences of 202 1 platform for two different scenes: camping with bags and camping with your own equipment: (1) camping with bags: relaxing mood/relieving stress (67.6%) getting close to nature (66. 1%) gathering/entertainment (60.2%). Bring your own equipment camping: Get close to nature (865438 (3) Camping Notes Content Type 1, Raiders This type of content focuses on sharing the experience of novice campers such as overnight camping, seaside camping, hilltop camping, and layout as notes, which helps to lower the threshold for novice camping and reach the upsurge of camping for all. 2. In the list category, the food selection guide, picnic mats, folding chairs and other related items needed for camping activities are organized into a large list of necessary guides, which is designed to solve the problem of poor experience caused by incomplete equipment for novices camping, similar to another presentation form of good goods recommendation. 3. Camping market is a booth market with camping as the theme, focusing on young people's offline weekend gathering places, and choosing parks or scenic spots in the city as the main places to meet the offline photo and shopping needs of small red book users in the corresponding areas. 4. Camping base This kind of content is recommended and shared based on the surrounding location of users, directly reaching local users and looking for more punching options for weekend campsites. 5. Activities/Games For camping, in addition to eating, drinking, being comfortable and relaxing, it also extends to the sharing of interactive game types during camping, such as parent-child camping activities or small games for friends to meet the skills of killing camping time or improving the atmosphere. 6. The creatures photographed and photographed can be said to be commemorative artifacts that keep beautiful moments in people's daily lives. 7. Guidelines for wearing outdoor camping clothes. (4) Camping promotion content construction strategy 1. Buy and choose recommended content for this group of campers who are more suitable for beginners. For example, camping tents are made of double-layer materials and fabrics, which are easy to clean and install, easy to store, and have a space dedicated to couples or parents. Recommended waterproof, waterproof and other different pain points. 2. Recommended content around the campsite When recommending the content of the campsite, products such as sleeping bags, stoves for cooking and barbecue, or sleeping bags are implanted. 3. Records of small events during camping, such as the process of camping on the mountain or beach, related matters to be shared and noticed, and functional records of whether water leaks in rainy days. Or face small details such as windproof fixing performance. 4. The evaluation of brand products and the combination of evaluation bloggers 5. For example, the collection and sharing of camping supplies can be implanted around the necessary materials for camping overnight, such as moisture-proof mats, sleeping bags, camping lights and so on. Simple function science 6. The theme of camping style is designed to show and create different styles and hobbies of camping, such as romantic lovers, idyllic utopia and wild style. Satisfied the pursuit of exquisite camping and atmosphere photo implantation. 7. Put forward the content forms of different camping forms, such as park camping, RV camping, cycling camping and backpack camping. We know that if we divide camping according to the degree of difficulty, the forms of camping from easy to difficult are: park camping, RV camping, exquisite camping, cycling camping, backpack camping and BC operation. Among them, the biggest pursuit of exquisite camping is to maintain comfort and tonality at the same time, so it has long been teased by netizens. The above are the seven contents of Little Red Book about camping equipment and the promotion direction of planting grass, hoping to bring you reference and inspiration. Welcome to pay attention, read more articles and help you plant grass in Xiaohongshu.