Guangzhou pinwei photography company

Exquisite young people set their eyes on the initial private option of outdoor people-camping.

Take Qingming, which just ended, as an example. Although many parts of the country are still shrouded in epidemics, young people's desire to go out for an outing is still uncontrollable.

During the Qingming small holiday in 2022, people's travel radius became smaller, but their enthusiasm did not decrease, and local tourism became the mainstream trend. According to "Insights of Qingming Small Holiday Travel in 2022" released by Ctrip, in terms of scenic spot ticket booking, the peripheral and local ticket orders accounted for 88%, and nearly 90% of tourists who went to the scenic spot chose to travel at home. In this case, camping has become one of the "best solutions" for travel. According to the data released by Tongcheng Travel, the number of "camping" searches nationwide during the Qingming small holiday this year increased by 98% from the previous month.

After the outbreak of the epidemic in 2020, the popularity of camping moved from the crowd to the public. According to the research report released by Ai Media Consulting, from 20 14 to 202 1, the market size of China campsite increased from 7.71100 million yuan to 29.90 billion yuan. It is estimated that the growth rate will reach 18.6% in 2022, and the market scale will reach 35.46 billion yuan.

A bigger market also means more opportunities to make money.

What is the charm of camping, so that players are willing to pay for it? After smelling this wave, is camping really ready? Who is making money for camping?

Although he missed the Qingming outing, Beckham in Hangzhou has begun to make his own May Day camping plan in advance.

Rather than spending time choosing the right campsite, Beckham prefers to browse all kinds of camping equipment in Taobao: cotton tents, awnings, egg roll tables, moon chairs, gas lamps ... These familiar or unfamiliar camping supplies were stuffed into the shopping cart by her, and she didn't find their value until the last payment step.

"Think about it, it's really troublesome to buy these camping equipment one by one, but I want to take good-looking photos, preferably the same as the camping photos taken by Xiaohongshu bloggers." Even though he knew that camping equipment was expensive, Beckham still wanted to fulfill his wish. In the end, she took a fancy to a "wrapped" camping package. The all-inclusive price for two people is 969 yuan, just bring your own needs. Other equipment is provided by campsite merchants, which is similar to going out to stay in a hotel, but the venue is changed to the wild. In addition, the campsite also includes afternoon tea, tent building experience, dinner, camp activities and breakfast.

There are not a few young people like Beckham who have a passion for camping for three minutes. The camping photos posted in the circle of friends on holidays are their social currency. Whether the type of equipment in the photo is complete means how much investment cost they have paid.

"Since the little red book filter incident, I am also ready for a possible rollover. At this price, I should go out to stay in a hotel and see the scenery and try it. " Beckham expressed his ideas. In Beckham's favorite campsite, a basic venue package of 100 yuan was also introduced, that is, users should bring all their own equipment, campsites should be provided, and public resources such as water and toilets should be used in the same area.

In addition to the first-and second-tier popular cities such as Beishangguang, Jiaxing, Zhangzhou, Huizhou and other third-and fourth-tier cities also have many camping spots, and the prices are not low. Take the camping brand "Hot Field" as an example, the Pinghu camping conference will be launched during May Day. The price of carrying a bag in a tent for up to four people is 1200 yuan, and the price only including the ticket but excluding the tent is 300 yuan, and the parking ticket needs 200 yuan. Geographically, Pinghu is located in Zhejiang, but close to Shanghai, Jiangsu and other places, which can attract more tourists from first-and second-tier cities.

There are more commercial games in the camp, and more people naturally enter the game.

According to the consulting data of Ai Media, as of 202 1,1and 15, there are more than 30,000 domestic campsite enterprises, of which the annual growth in 2020 and 2002/kloc-0 exceeded 8,000 and15,000 respectively.

At the same time, the campsite has also won the favor of many capitals.

202 1, 1 1, the newly established "Great Hot Wilderness" has successively received two rounds of investment of 10 million yuan. In March of this year, another camping brand "Hi King" Wild Luxury Camp also received a million-level angel round financing. In terms of gameplay, the two camping brands are similar. One is a bag check-in package for novice players, emphasizing "wild luxury" and "holiday camping", focusing on young users, and the other is a regular admission ticket for the camp.

Obviously, the profit margin of "staying with a bag" is larger, but it is difficult to keep repeat customers in a single field scene, and camping brands have also made innovations in gameplay, such as "camping+hiking to enjoy flowers", "seaside camping+water projects" and "starry sky camping+bonfire dance".

Amao has been camping in Guangzhou for many years. He has not only experienced camping in surrounding islands, but also tried camping in inland Shan Ye. Although his styles are different, they all satisfy his desire to be close to nature.

In his opinion, a camping bag with a bag in his hand is convenient and quick, but it will be repeated after several times. Every tent is almost a standardized product on the assembly line, and try to integrate all kinds of celebrity factors in camping online, so DIY is not so fun. More importantly, the cost of carrying a bag is high, and the whole experience costs nearly 1,000 yuan per person.

At the same time, camping has also driven the consumption of related products such as drones, coffee pots and frisbees.

Similar to the situation in campsites, camping equipment brands have also become upstarts in the eyes of investors.

In March this year, Mugaodi released the 20021Annual Performance Express, showing that the operating income of 202 1 was 923 million yuan, up 43.64% year-on-year, and the net profit attributable to shareholders of listed companies was 7808.9 1 10,000 yuan, up 69.85% year-on-year. On April 6th, 20 10, Ke Nuo, a domestic outdoor brand, raised nearly 100 million yuan to provide one-stop outdoor equipment and travel products to the whole world. This financing is the first time that the company has accepted external investment.

The demand for camping equipment is hot, which puts pressure on the upstream supply chain. According to "China Business News", in 20021year, Gogogo, a camping collection store, placed ten times more orders for factories than in previous years, but because "workers and equipment can't keep up, the arrival time can often be delayed by half a year". China Camping Market Research Report released by Lazy Bear Sports shows that since the beginning of 20021,the raw materials for camping equipment, including iron ore, steel, aluminum and PVC, have been increasing in price, which has affected the operating costs of upstream companies in the industry. The indirect impact of the epidemic has also increased the difficulty of balancing supply and demand.

Different from the outdoor camping characterized by "extreme" and "hardship" in the past, Amao's camping method is called "Glamping", which is a combination of glamorous and camping, emphasizing exquisite aesthetics and restoring the city's lifestyle to the maximum extent in nature.

This new type of camping has virtually become one of the ways for the middle class to show their quality of life. High-end players who hear the news distinguish themselves from other players through more personal taste equipment. They are willing to spend more money on camping equipment with both performance and beauty, and they can also bear the brand premium brought by it.

However, buying camping equipment is only the first step for the middle class to compete secretly. What kind of campsite to choose, whether there is an SUV or a professional camper to accommodate your family and equipment, and whether you will bring your own photographic equipment ... Behind the interlocking multiple-choice questions, there are hidden costs that the middle class may invest.

New camping has become a new game for the middle class.

Social media such as hot camping and little red books naturally contributed.

Up to now, there have been more than 900,000 notes about "camping" in Little Red Book, and the wandering amount of the topic Tik Tok # camping # has also exceeded 8.8 billion times. Behind the ultra-high data, young people are constantly flocking to the campsite, and capital has repeatedly entered the market. The camping market looks promising.

However, with the rapid development, there are also some problems in camping business.

The first is the supporting facilities of the camp.

When tourists choose to feel nature, they will probably sacrifice some comfort. In the little red book, there are many popular science posts about how to bathe and go to the toilet in the campsite, and there are often comments about spitting, such as encountering snakes or other wild animals in the wild. In addition, the opening hours of campsites are affected by weather, seasons and other factors, and the difference between light and peak seasons is obvious. Bare turf and disgruntled voices can be vaguely seen in some camping notes of Little Red Book.

Secondly, the realization of camping brand.

In the report of all-weather technology, Zhu Xian, the founder of Hot Wilderness, mentioned that they have cooperation with land owners, hotels and tourist attractions on the ground. In this mode, the hot field does not need to rent a venue, and the hydropower network can also be used in scenic spots and hotels. The heavy cost lies in the team salary and equipment investment, and a battalion may invest more than one million yuan a year.

202 1 year 1 1 month, Mu subscribed for 0/0% equity of Re Yuan Ye/kloc-0 with RMB100000. In this regard, Huaxi Securities found that the operating income of Hot Field was 1 099 from1month to1month. However, considering the opportunity of exquisite camping, Huaxi Securities finally maintained a "buy" rating. Obviously, the campsite still has a long way to go on the road to profitability.

At the same time, the competitors in the campsite are also increasing, and the homogenization of the outdoor luxury experience of one-time bag occupancy is still serious.

Third, the standardization of the camping industry.

Many tourists choose parks near their homes instead of driving to camp in dozens or hundreds of kilometers, but some parks explicitly prohibit camping because of the maintenance of lawns. In June, 20021,10, Huzhou issued four documents, namely, the construction and service standard of Huzhou camping site and the safety prevention guide of Huzhou camping site, which stipulated the construction standard and safety supervision of camping site.

Since the epidemic, the tourism industry has been in a downturn. The appearance of camping not only provides ordinary people who have been confined at home for a long time with a chance to breathe fresh air, but also gives the market a shot in the arm. Many former players in the tourism industry chose to change to camping.

The process of rapid expansion is often accompanied by various problems. Only when the industry is more standardized and consumers are more rational can camping be really prepared.