What are the new ways to play "camping+"?

City, Competition, Brand and Communication

Behind the continuous fermentation of camping heat is the generalization of camping function and the increasingly prominent characteristics of rich and diverse scenes. Sports, entertainment, tourism and other industries continue to integrate with camping. It can be predicted that the domestic camping industry will usher in a long golden period of development under the rising market popularity, and the diversified camping scenes will become the development focus of outdoor industry in China in the future.

Author | Wang Shentong

Edit | Kaga

With young people's endless yearning for poetic lifestyle, camping luck has become the top trend in the popular era. No matter in the circle of friends, Weibo, Little Red Book and Tik Tok, we can often see exquisite outdoor camping photos and various outdoor camping strategies on major Internet social platforms.

From a niche hobby, to the "traffic password" of social platforms, and then gradually extended to a lifestyle, the outbreak of "camping" is inseparable from the rapid expansion of the entire format.

According to the consulting data of Ai Media, in 20021year, the core market size of China camping economy reached 74.75 billion yuan, up 62.5% year-on-year; The market scale is 38 1.23 billion yuan, with a year-on-year growth rate of 58.5%. It is estimated that the core market size of camping economy in China will rise to 248.32 billion yuan in 2025, and the driving market size will reach 654.38+440.28 billion yuan.

Behind the continuous fermentation of camping heat is the generalization of camping function, and the rich and diverse characteristics of the scene are increasingly prominent. Sports, entertainment, tourism and other activities are gradually combined with camping, and the market has also explored more new ways of "camping+".

0 1.

"6 18" this year

Have you paid the end of the camping trip?

This year's "6 18" shopping festival has almost become the most dynamic sports consumption in recent years, especially outdoor sports equipment products, especially favored by consumers. It can be said that people are never tired of camping in the countryside, which makes camping equipment occupy all kinds of consumption lists at an ultra-fast speed and become another new category of e-commerce platform after skiing equipment.

According to the data, from May 3 1 to June 18, JD.COM. COM hourly sales increased by 77% year-on-year, among which sports outdoor products increased by 662% year-on-year, which is one of the highest growth categories. Sales of sportswear, sports shoes and camping supplies all increased by over 10 times year-on-year.

The data of vertical platforms in JD.COM also reflects the hot sales of camping equipment. JD.COM sports data shows that the overall pre-sale order amount of outdoor equipment increased by 71%year-on-year; In Beijing and Tokyo, the total turnover of collapsible campers has increased by more than 12 times. In JD.COM's home, the pre-sale orders of outdoor tables and chairs for camping users increased by more than three times year-on-year.

In the first wave of Taobao Tmall 6 18 sales, the sales of outdoor camping related products increased by more than 2 times year-on-year. Outdoor sports equipment products, big-name beauty products and digital products have become three-piece sets that users of this platform must buy.

In addition, e-commerce companies from other platforms, including Suning, Tik Tok and Aauto faster, have also begun to exert their efforts on outdoor camping tracks this year, opening up exclusive columns related to "outdoor sports (camping)" before the "6 18" shopping festival, or making purchase lists and product lists for consumers.

Decathlon, Explorer, Mugaodi, Sanfu Outdoor, Primitive Man and other outdoor sports camping equipment brand flagship stores also started pre-sale, announced and participated in various preferential activities. Such a hot outdoor and camping market has also allowed "supernumerary" brands like Antarctic people to get involved, and unexpectedly squeezed into the top five of this year's Tmall 6 18 shopping festival camping category sales list.

Not only online, but also the sporting goods market, including camping equipment, is extremely hot. Offline retailers also hold various interactive activities with the trend of 6 18 to stimulate people's enthusiasm for consumption.

In Tianjie, Sam Supermarket and Yintai Department Store, more and more shopping malls have set up awning tents, campers and picnic mats in the most conspicuous positions, and passers-by have stopped to have a look and take photos as a souvenir.

According to the data provided by Yintai Department Store, the sales of outdoor camping and travel categories in offline shopping malls have increased rapidly. Since the end of May, the sales of sunscreen clothing alone have increased by 34%.

In addition, people have more choices in booking and purchasing outdoor camping sites, methods and equipment, especially this year's camping is more like a competition of "exquisiteness in power and life first".

For example, the popular camping brand hiking recently launched the national camping discount package of 13 camp in the city of Flying Pig 6 12. After purchasing, consumers can make an appointment for camping at the hiking camp in the corresponding city.

On the Jingdong travel platform, the turnover of outdoor camping for sports tourism in the pre-sale period of 6 18 increased by10% year-on-year, among which "Hot Wilderness" national campsite general rights annual card, "My humble room in the deep mountains" starry tent package, SAIC Datong RV rental, etc. were all popular to varying degrees.

With the improvement of people's demand for outdoor camping quality, the purchase direction of outdoor equipment is no longer limited to tents, awnings, folding tables, folding chairs, moisture-proof mats and campers. Someone aimed at outdoor catering equipment, such as windproof stoves and titanium tableware; Some people have bought outdoor household appliances, such as outdoor power supply, mobile projector, waterproof audio, etc. Some even choose to be equipped with portable air conditioners. People try to build a home without a room in the wild, so as to enjoy the delicate wandering feeling of leaning on the ground.

02.

Outdoor camping, where does the wind blow?

As early as 20 14, the domestic camping industry began to enter a period of steady growth, but the overall situation was relatively small. Until 2020, the outbreak of COVID-19 epidemic gave birth to a strong demand for camping, making local tours and Zhou Bianyou the main choices for most people to spend weekends and holidays. As a result, camping lifestyle has become a new way of traveling and swept across the country, and people's enthusiasm for camping has never been higher.

According to the data, in 2020, the number of enterprises related to camping sites in China reached 83 15, an increase of 200% over the previous year. 202 1, and the number of affiliated enterprises is about 17579, with a year-on-year increase of11.4%. According to CCTV financial statistics, since June 5438+ 10 this year, the turnover of outdoor tents has increased by 1 19% year-on-year, the turnover of outdoor benches has increased by 239% year-on-year, and the turnover of camping equipment such as large tents, awnings and folding tables and chairs has also more than tripled.

The topic of camping has grown rapidly for three consecutive years since 2020. Up to now, Xiaohongshu has 103W+ notes about sharing camping life, and the search volume of Qingming holiday has increased by 427% year-on-year. Every holiday from 2022 to now, camping equipment, camping clothes, camping photos, camping food and other content are also hot search words of major Internet social platforms.

It can also be seen from the White Paper on the Trend of Taobao Tmall Camping Industry in 2022 that the consumption of online camping equipment in the outdoor sports market has increased year by year in 20 19-202 1 3 years, and it is expected that a higher breakthrough will be ushered in before the end of 2022. In addition, the number of people involved in camping has a huge room for growth, and the market scale of camping equipment has been growing.

Among them, new brands compete to seize the blue ocean market, and local brands grow rapidly. By the end of 20021,there were 1800+ new camping brands in the world. It is worth noting that China's domestic brands are the mainstream of camping equipment market, accounting for more than 80% of the market share, and they are still growing at a high speed. 202 1, the overall growth rate of domestic brands of outdoor camping equipment has exceeded that of imported brands.

New parents have become the mainstream of camping, and first-and second-tier cities have strong spending power. According to the portrait data of people who participate in outdoor camping given in the white paper, the age structure of people is not completely young, and emerging projects are more favored by the elderly, with cutting-edge parents and urban middle-aged people aged 30-45 as the core. Among them, the first-time parents rank first with more than 25%; Urban middle-aged people rank second with the proportion of 20%-25%; Petty bourgeoisie, white-collar workers and young people under the age of 30 rank third with the proportion below 10%, which belongs to the growth driving force of outdoor camping industry.

In addition, more people over the age of 30 from first-tier, new first-tier and second-tier cities participate in outdoor camping. They are the core of the camping equipment market. Their demand for parent-child camping is strong, and their consumption level is high. However, people with high purchasing power in low-tier cities are affected by the surrounding environment and camping atmosphere, and their consumption growth rate is also rapidly increasing, and their consumption potential cannot be underestimated.

The new mode of camping drives consumption upgrade. With the fermentation of camping culture and the development of camping economy, camping has also changed towards diversification, fun and innovation, and various modes have emerged one after another. Among them, the region, season, equipment and people's direction, face value and function will become the key to new camping.

The camping season is extended, and there are different ways to play all year round. With the participation of more and more consumers, the types and ways of camping are also expanding, and the concept of camping in spring and autumn will gradually become blurred. There are park camping and rainforest camping in spring. There are wetland camping and beach camping in summer. There are mountain camping and car camping in autumn; There are ice camping and snow camping in winter.

03.

How to play "camping+"

After the camping fire, the concept of "camping" came into being. Camping scenic spots, camping in beautiful countryside, camping research, camping performing arts, camping fun and other new forms make camping more meaningful, and the linkage of cultural and sports tourism industry also provides consumers with richer products. There are more games and more forms, which naturally attract more and more people, throw away the noise of the city and take the initiative to open the door to this new world.

Among them, the combination of various trendy sports and camping is most popular among young people, such as camping+swimming, camping+cycling, camping+rock climbing and so on. It can be said that camping has also revitalized the stagnant water of many related projects. According to the data of Ali's consumption insight, swimming, yoga and fishing have become the top three best companion sports for camping respectively.

Taking fishing as an example, taking advantage of the east wind of camping, fishing has become another new hobby of urban youth and the middle class. In addition to the common fishing in Chi Pan, most campsites and scenic spots have developed fishing projects such as separate fishing, sea fishing, fly fishing and night fishing according to local characteristics, and merchants have also taken the opportunity to launch fishing packages for campers to choose from.

According to the data released by the Aauto quickless Big Data Research Institute, among the creators related to fishing on the Aauto quickless platform, the generation after 00 and 90 accounts for over 40%, the generation after 70 accounts for 13.05% and the generation after 80 accounts for 32. 12%. Fishing is getting younger and younger.

In the past year, China has 3 million+post-90s into the pit Taobao Tmall fishing tackle area. In the first wave of Tmall 6 18 this year, the sales of fishing gear increased by nearly 50% year-on-year.

Industrial integration makes camping continuously extend to sports, performing arts, entertainment and other industries, becoming an important way to enrich citizens' spiritual life and providing new imagination space for the development of various industries. With the hot camping, many towns and villages in China and some extremely minority activities have successfully entered the public eye.