Young people who drag three bedrooms and one living room to the wild cannot afford exquisite camping

The market is huge, but how long can it last?

From the earliest travel companions who went together to explore the deep mountains and old forests, to later picnics with fires on the spot, the way people get close to nature has been updated and iterated.

In the past two years, “exquisite camping is undoubtedly the hottest outdoor activity. Just open the search on Xiaohongshu and you will see countless glamorous photos. There are tents with three bedrooms and one living room, gorgeous With ambient lights and steaming coffee on the table, you can even connect to WiFi in the wilderness

In 2020, the number of camping-related notes posted on the Xiaohongshu community increased by 271% year-on-year. The number of views of related notes has increased by 170% year-on-year. Since the beginning of 2021, the number of daily postings and daily searches of camping-related notes has continued to increase.

Young people who are usually trapped in the city are escaping to nature. At the same time, it has also driven a huge camping market. According to relevant data, China’s camping market will be about 700 billion yuan in 2020, with an annual growth rate of 40%. The future market size will reach 2 trillion in 5-10 years.

“Why can the exquisite camping market explode?

In the past few years, camping was only a niche hobby popular in outdoor circles. However, due to the epidemic that began in 2020, people were unable to leave the country or travel long distances, so they had to turn their attention to the unknown wilderness around them.

Aesthetic trends such as "Ins style" that are popular on social platforms have also made camping closer to sophistication like the popular picnics before, becoming a new trend among young people.

Beautiful, easy-to-film camping is the new “traffic password” on social platforms.

Image source Xiaohongshu

At the same time, a "2021 Generation Z Camping Social White Paper" released by Taobao and Soul shows that camping has become a new offline social scene for young people.

The growth in demand is first reflected in the market.

In order to achieve "exquisiteness", the categories of the camping market have begun to expand and refine. "If you buy a table, you have to buy a chair, and if you buy a pot, you have to buy a bowl." At the same time, in order to achieve an overall sense of atmosphere, lights alone must be divided into various categories such as lighting lights, ambient lights, warm light lights, and cold light lights.

Photo source Xiaohongshu

And the products related to exquisite camping are extremely derivative. In theory, everything around you can be upgraded to the "exquisite camping version."

The camping report released by Tmall shows that during March and April 2020 alone, the sales growth rate of Tmall camping-related products exceeded 200%, far exceeding other outdoor projects. Tmall 618 has a good start in 2021. The sales of the category also increased by more than 130%.

Secondly, “exquisiteness is also involved, and people’s different requirements for quality have also resulted in high market price premiums and a wide range. It is understood that to purchase a set of Internet celebrity-style exquisite camping, the basic equipment will cost at least 3,000-5,000 yuan. Even a mat can be divided into several grades ranging from tens of yuan to several thousand yuan.

The prices of some high-end camping brands can be called "wild luxury." For example, the "black camping" shared by some high-end players may cost tens of thousands for a small device with ordinary uses.

Image source Xiaohongshu

Mugaodi, a domestic listed company that specializes in professional outdoor equipment, achieved a net profit of 53.4297 million yuan in the first half of 2021 alone, which has exceeded the whole of last year data.

It is difficult for new outdoor gameplay to break out of the niche circle

Compared with equipment, it cannot win over high-end players. What should you do if you want to be sophisticated but are too lazy to buy a bunch of baskets? Another campsite for exquisite camping that also has a fire The tourism industry has subsequently become a popular new way to enjoy the outdoors.

Tents and equipment are provided in camping sites. You only need to carry your bags and enjoy the complete camping process in this time-saving and labor-saving way. Gradually gaining popularity, capital has begun to smell the profit, and domestic campsites have begun to increase in large numbers.

Tianyancha data shows that there are currently 21,000 campsite-related companies in my country. There were 7,933 newly registered companies in 2020, a year-on-year increase of 331.6%. In the first five months of this year, 6,957 new companies were registered, a year-on-year increase of 286.5%.

Picture source Xiaohongshu

This trend is getting stronger. As the market gets hotter, the exquisite camping industry may not continue to break through.

First of all, camping sites will face the problem of homogenization of services.

Some people in the industry said, For tourists, most of the attraction of the campsite is not the specific projects and services, but the novelty of checking in for the first time. They actually don’t care about what they can do in the camp and what kind of photos they can take. Exquisiteness is the point.

This will also cause a very low customer retention rate. However, it is not easy to improve the differentiation of service content. Currently, several popular camping spots, fireworks and bonfires are still reserved programs.

Secondly, there is a consumption threshold.

Going to a campsite saves trouble, but it doesn’t save money. Based on the one-day experience price of 799/person at the popular camping brand Desert Wilderness, the cost for a family of three to visit for a day is about 2,400 yuan.

If you really want to experience an exquisite camping experience with a sense of ritual, whether you buy a complete set of camping facilities yourself or spend thousands of dollars to just do an exquisite check-in with your friends, it is a worthwhile investment. Small expenses.

For most people, this is still a niche and high-cost trip.

Relevant data shows that exquisite camping accounts for 20% of the total number of campers, and the crowd is dominated by the younger generation and young families. As we all know, young people are not a stable consumer group. Exquisite camping is an Internet celebrity trend, and in this era of extremely fast information changes, it is very likely to be replaced by another hot spot. Just like the ins wind picnic of the previous fire was replaced, no one can predict the next wind direction.

Exquisite camping has taken advantage of the trend in the past two years and has become a big hit. A group of young people chasing the trend have also supported this vast market, but no one knows how long they can last when it is difficult to continue to break through the circle.