Wen | Qiao Xue
Cover source | Visual China
The caravan seems to meet the two contradictory needs of young people at the moment, while yearning for poetry and distance, while being able to stay home and lie flat.
On the short video platform, #房车 #房车旅行 two keywords, the relevant video playback has totaled more than 20 billion times, and on the overseas version of TikTok, the #Vanlife话题相关内容浏览量已超过 4.9 billion. On major social media, caravan life has gradually become a new wave and concept that attracts the attention of young people, which carries a series of symbolic meanings such as longing for distant places, traveling, and escaping from the city.
In 2021, a total of 182 caravan companies in the mainland declared 567 new cars, including 449 self-propelled caravans and 118 trailer-trailer caravans. At the same time, in the first 11 months of 2021, the number of domestic self-propelled caravan sales soared from 7760 in 2020 to 11360, an increase of 46.4% year-on-year. Many automakers, such as SAIC Maxus, Yutong Bus, Foton, etc., have released the Vanlife concept to explore the value of the new generation. Even many new energy vehicle companies such as Tesla and Xiaopeng P5 have begun to follow up the concept of the third space of RVs and bed cars. In addition, the caravan market has also derived the product of rental cars and shared caravans.
In the past, nomads lived on horseback all year round, while the new generation of digital nomads had a newer lifestyle, leading more young people to speed all the way in the pursuit of freedom of life, and also opening up a more vertical field and business opportunities.
Vanlife of the young, the "nomad" of the new generation
Goodwood's Vanlife began with an accident.
Originally, they made an appointment with their friends to travel together, but the accident of life suddenly struck, the friend from diagnosis to death is only a few weeks, soon disappeared in their lives, after experiencing the separation of life and death, they began to realize that if they do not set off, it may never be too late, "You never know which accident and hope come first." ”
After consulting with their girlfriends, they decided to leave immediately, and Liangmu, who has always been an "enthusiast", began to move his dream into reality, spent 10,000 yuan to buy a van to start a months-long transformation, and recently, they began their first test trip, and in terms of travel options, they also chose a rather different way, they chose to go north at the coldest time, starting from Urumqi and going to the colder Altay. Joined the camp of motorhome life.
Gao Zhen was an earlier forerunner in Vanlife, having spent 5 years in motorhomes, circumventing China twice, "every trip has a different experience and freshness." Gao Zhen and his girlfriend were originally advertising directors, and when they faced the opportunity of demolition in the studio, they decided to try a different life from the past, abandoning the framework of business and looking for the original intention of the film and humanities they most wanted to do. The journey to find the story began, the original plan was to turn back when the savings were spent, but now that 5 years have passed since the departure, they are still on the road, fascinated by the life that has always been on the road.
Vanlife is actually an imported product, Van refers to a small light van or van, this type of car is better to take to modify, Vanlife is to such a car as a home lifestyle, Vanlife is also different from the past RV only belongs to the retirement of the elderly life, more young people who set foot in the distance, from a small bread began their own poetry and far away.
An original caravan, to meet the basic functions, at least more than 300,000-400,000, Liangmu proudly told Tech Planet that the first car he transformed before cost about 10,000-20,000, and now the 150,000 van is at least 300,000 on the market.
Liangmu also advocates that everyone in the scope of legal compliance to transform, can not modify the appearance of the train, mechanical power, if only to increase some of the interior, storage is allowed, but the regulations of various places are also different, if it is a passenger car, there are several seats in the carriage itself, many people will want to remove the seat, this is illegal, and even the seat pillow is removed is not OK.
According to Mafengwo's "NEW WAVE - Young People's Quality Tourism Report", high-end tourism is being sought after by more and more young people, and people's acceptance of the unit price of customers is rising year by year. In the past six months, high-end tour orders of more than 8,000 yuan increased by 86.2% year-on-year, of which caravan camping ranked among the top ten high-end tourism projects.
New traffic and wealth passwords
Some people are on the road, and some people are forced to be confined to cubicles and office buildings, and caravan bloggers who move forward with countless pairs of eyes have slowly taken shape in the caravan industry.
RV life, once a niche way of life, under the catalytic effect of the Internet, reflects a yearning for not being able to go to distant places, and gradually becomes a new business.
Ma Li is an actor who has been drifting north for more than a decade. But like ordinary office workers, they also have to face the problem of landlords raising prices, having no fixed place to live, and repeatedly moving. This time, he chose to put his home on the caravan, and recorded such a process, posted on the short video platform, and soon, there was a large number of fans interested in such a novel life, which quickly rose to 300,000 followers in 2 months.
Not only that, but there are also brands that find him to receive advertisements and live stream goods. The most important thing is that the caravan life has brought him more job opportunities, because his videos are frequently searched, he has received more audition opportunities and resources, and even received caravan advertisements, some directors have not seen his works, but they know first that he is an actor who lives in a caravan, and the closeness has become more of a chip for him to talk about.
Gao Zhen has now become a well-known caravan blogger, the whole network has accumulated more than 3 million fans, and recording such a caravan life has also become part of the current work, 90% of the income is through the relevant brands to find him to cooperate, together to create more attractive to young people content, and the income, not only can cover his caravan trip, or even better than the previous income.
Gao Zhen also found that with the popularity of the caravan market, there are many small modification factories around, although the compliance is lacking, but it does not affect their income generation speed, ordinary modification is about 8-10 million yuan; better is fine decoration, about 12-15 million, including basic electrical appliances, solar energy systems, will help you get it; you can also provide customization, to provide the recently popular coffee caravan or ice cream caravan business, the cost is more than 200,000.
Dajinzi is a special RV salesman, he has the resources of the domestic first-line caravan, both first-line caravan manufacturers, but also the resources of the transformation of the car factory, since the short video is popular, he will short video also as a customer acquisition channel, daily shooting display of various types of caravans and introduction of related knowledge, a 40-50 million or so caravan, he can sell about 40 more than 40 a year, sales can reach more than 20 million a year. Now, more than half of his marketing channels come from short video platforms.
The lives of young people in RVs and, in related RVs, have become a novelty that affects audiences on and off screens.
But there were also people who started the idea of traffic, and Yoshiki found that a RV blogger who had previously followed seemed to have a new traffic password, and after a fortuitous accident, he made a video of his experience and posted it on the Internet, which gained unprecedented attention and traffic; later, he soon began to follow this approach, and Yoshiki found that his car was hit, accidents, accidents more frequently, until finally, the car crashed and scrapped.
The next outlet after camping is the motorhome?
The epidemic has made it difficult to go abroad and leave the country, and the travel masters who have to travel abroad every year will shift their attention to the country, short-distance self-driving trips have become a new travel choice for more people, and high-net-worth people choose to buy a caravan (caravan), which also indirectly brings new opportunities to the caravan market.
In 2021, a total of 182 caravan companies in the mainland declared 567 new vehicles, and at the same time, in the first 11 months of 2021, the number of domestic self-propelled caravan sales soared from 7760 in 2020 to 11360, an increase of 46.4% year-on-year. Motorhomes ushered in a new round of rapid growth last year.
In addition, the RV market has also derived rental cars and shared RVs, but will the increasingly hot RV market really become the next outlet?
Before using the caravan as a way of life, Gao Zhen played outdoors, camped, and created his own fishing brand, and he found that many people around who like outdoor activities and travel will eventually shift their focus to the caravan, "Tenting is always static, always tired, I have not seen people around who are willing to go out and set up tents every week." "But about the future of the caravan market, has been living in the caravan for 5 years, the high earthquake that bypassed China twice told Tech Planet that the caravan business is ultimately a low-frequency high-cost business, and young people will not become the mainstream group in this market."
The reason why the caravan has not yet become a popular way of life is that, first, the threshold is too high, the caravan puts forward economic, time, physical and multi-faceted requirements for travelers, a relatively basic B-type caravan is often 40-50 million, equivalent to the down payment of a suite in second- and third-tier cities; not only that, it also requires travelers to spend a lot of time and energy, and in the life of the caravan, refueling and refueling, receiving water, and pouring waste water tanks are essential homework; second, the caravan is still a personalized product. It does not have the logic that the standard products that capital values can be copied, and thousands of SKUs can be selected, which does not meet the characteristics of the market circulation of explosive products.
From the market point of view, the concentration of the entire industry is not enough, in 2021, the entire caravan market ushered in a small climax, creating a new high of sales in more than 10,000 years, but the sales of 10,000 vehicles were divided by more than 200 brands, each of which could not form a scale effect, and the giants in the market had not yet been born.
Gao Zhen concluded, "It's more like an add-on, and it's only after meeting the basic needs of life and material things that are taken into account." ”
On the other hand, infrastructure construction also has a long way to go, today's RV infrastructure is more like new energy in 2017 and 2018, the entire market is still a niche and skeptical attitude towards its requirements, and for new energy, what is needed is only a charging pile or a replacement power station, and the RV camp, not only in the land area, but also in the water, electricity, and other facilities put forward higher requirements.
A caravan brand told Tech Planet that the upfront investment in the camp is huge, and the price of a set of equipment in a single camp is in the range of 100,000 to 300,000, plus the cost of venue personnel and marketing, the cost of a single camp may be in the millions of yuan.
In addition, in terms of regulations, the Ministry of Public Security issued the "Regulations on the Application and Use of Motor Vehicle Driving Licenses" last year, which stipulates that those who apply for urban buses, medium-sized buses, large trucks, light traction trailers, trolleybuses or trams are over 20 years old and under 60 years old. From April 2022, it will be implemented, which means that users over 60 years old will no longer be able to apply for a C6 driver's license, which will also block a large number of potential users, and for young people, the choice of motorhome will require additional driving, further raising the threshold of motorhome.
China's caravan ownership is about 200,000 or so, in contrast, the United States 300 million people have nearly 30 million caravans, which originated in the United States at the end of the war, its prototype is a gypsy tent, developed in foreign countries for a hundred years of history, want to really form a perfect industry and even culture, but also go through a long cycle, now it is too early to become the outlet.
。 END。
Time Media CTM
Tell the story of Chinese brands and convey the voice of Chinese brands
Times Media CTM, telling the story of Chinese brands and transmitting the voice of Chinese brands, is a new ecological all-media communication service agency for Content Marketing in China, focusing on providing simple, fast and efficient one-stop integrated marketing and brand communication promotion solutions for start-ups, small and medium-sized enterprises, growing enterprises and governments and tourism destinations in the early and rapid growth periods of China, and is committed to being a PR brand image partner of customers.
We are born out of entrepreneurship to serve entrepreneurs. Let the safe, efficient and professional PR brand communication service escort entrepreneurs, become the moat on your entrepreneurial road, and be the PR brand image partner of your enterprise.
More trends Industry Dynamics Enterprise Analysis
Please pay attention to "Times Communication CTM"