Guide:
Ten years ago, it was popular to go to Dali for a sexual encounter, to the Potala Palace in Tibet to wash the soul, ten years later, the epidemic repeatedly interrupted life, and the young people trapped in the community were more poetic because they could not be reached, and the young people trapped in the community "longed for a trip without a deadline, stop and go, and a heart that said and walked".
On social platforms such as Station B and Xiaohongshu, this session of young people put "freedom and escape from the city" on the public screen, "After the naked resignation of The North Drift, we put our home on the caravan", "2 people and 3 cats lived in a 10-square-meter caravan for 1 year", "After 90, the couple married for 3 years without having children, self-driving caravan national tour", "Sleeping in a caravan on a rainy day, this feels really wonderful".
In the post-pandemic era, who brought fire to the caravan trip?
2022 coincides with the 100th anniversary of the birth of the American "Beat Generation" writer Kerouac, the book "On the Road" opens the door to road culture, Europe and the United States have formed a strong Vanlife (caravan life) cultural atmosphere, and the caravan is also regarded as "home on wheels".
Masks have been worn for more than two years, long-distance travel is uncontrollable, the surrounding tourists are crowded, the life of the big city snail is becoming more and more suffocating, and Vanlife on the other side of the ocean is finally on fire in the country. The big data of 21st century caravan shows that in 2020, the number of users searching for "caravans" on the whole network reached 27.69 million, an increase of 47.6% over the previous year. On Station B, the RV channel has 59,000 videos and has been played 640 million times; On Kuaishou, there are as many as 350,000 caravan-themed videos and about 3.5 billion plays.
Who exactly is playing with motorhomes?
It is undeniable that the main force of playing with caravans has always been retired middle-aged and elderly people, who have worked hard for most of their lives, achieved wealth freedom, have money and leisure, and can see the world without distraction; This is also the highest spending power of a group of people, its RV often 700,000, 800,000, or even millions, 2 floors to start, luxurious interior, all equipment is readily available; This is also the most enthusiastic group of people, parked in a camp, often invite young people to visit the car, drink tea and drink, and tell about the past.
This type of caravan travel leaves the impression of "expensive", "trench", "god man", but more and more young people are tired of the big factory 996 and enjoy retirement life early.
The post-80s couple "Poached Egg and Harry" were once employees of the Internet factory, but chose to resign in 2017, which was at the forefront of the Internet, gave up stocks and rank rewards, lived in a caravan for three years, and were willing to be demoted from "middle class" to "invisible poor people", waking up every day is a different scenery.
After the huge traffic of short videos created a myth of wealth creation, more young people look forward to becoming popular overnight, and they will make money while traveling, why not enjoy it? Their keywords are "ten thousand yuan explosion change" and "journey horror".
The luxury two-story caravans of the big guys are out of reach, and they are not big factories resigning and saving much, and the smart young people understand the essence of "flat replacement", like the explosion of the rental house, the explosion of the caravan, "5,000 explosions to change the small caravan", "10,000 to buy a second-hand van, converted into a caravan"...
Among them, a video of converting a simple Wuling motorhome into a Nordic small fresh wind caravan is quite popular, with 710,000 plays, "3 months, naked cars become new homes", from soft solid wood floors, mood lights, to hard-fitted kitchens, skylights, bathrooms, shoe cabinets, hanging cabinets, beds, although sparrows are small and complete.
In the transformation of the caravan, watching the messy "broken car" become their ideal warm space little by little, this sense of achievement can not be bought with money, and its uniqueness is also the personality pursued by young people.
"Open the window, mountains, rivers, lakes and seas, close the door and parents are short", of course, the RV life has never been smooth, and "People on the Road" can be staged at any time. "Someone knocked on my window at 3 a.m." "It's scary! There was a knock on the door outside while taking a shower!"" Terrible, came back to find that the door had traces of passivity" "Stopped on the side of the road, in the distance a cemetery, the dog that never barked suddenly barked more than once"... This suspenseful, thrilling, and finally reversed plot has become a new traffic code for caravan bloggers.
RV female blogger "Xinyu" is well aware of the traffic brought about by this sudden situation, such as waking up late at night, finding the quilt wet, it turned out that it was raining outside, and when the skylight was closed, it was stuck by branches, so she had to work in the heavy rain, just sat down and remembered that the parking space was still hanging clothes, and after cleaning up, I found that the clothes were all wet, and the inside of the car also rained.
Don't think about the logic behind it, such as women driving RVs alone, sleeping at night and daring not to close the doors and windows, the audience is happy, and bloggers can get traffic. Under the tense soundtrack, this video has been played more than 58.16 million times on Kuaishou, receiving 670,000 likes, with nearly 3 million Kuaishou and more than 4 million Douyin fans.
With traffic, the next step is to bring goods and receive advertisements, "XiaoQi's caravan life" began to travel around the country in early 2019, when there were relatively few caravan bloggers, a video can earn four or five hundred yuan, as well as commercial advertising revenue; The promotion of "Yang Xu's Travels" with nearly 800,000 fans at Station B includes many well-known manufacturers, such as Asus Computers and Bull Outdoor Power.
RVs break through the circle and go from niche to volkswagen
Since entering China in 2000, the development of 10 years, the number of caravans is less than 5,000, the same period of the United States, a year sold 350,000 vehicles, more than 9 million vehicles, Europe a little less, a year also sold 150,000 vehicles, more than 6 million vehicles, even Japan's caravan ownership is more than 78,000.
The industry is looking forward to a big outbreak of RVs every year, but it was not until 2016 that the first blowout was ushered in. Since 2016, China's caravan market has begun to grow rapidly, and it was learned from the Sichuan Automobile Industry Association that from 2014 to 2019, the number of caravans in mainland China has increased by 10 times, and has now exceeded 200,000.
The epidemic has impacted the tourism industry, and with the advantages of ultra-high freedom, avoiding unnecessary contact with people, comfortable and private, etc., the C position of the caravan debuted. According to the China Automobile Dealers Association, sales in China's RV market grew by 74% from January to November 2021, and the growth rate still reached 48% in November.
After 22 years of tortuous development, a new industrial chain around RVs is gradually becoming clear, covering vehicle manufacturing, RV sales, RV services to camp construction, club operations, etc. The data shows that in the first half of 2021 alone, there were 1274 new caravan-related enterprises, an increase of 17% year-on-year, of which 849 new enterprises were added in the second quarter, an increase of 36.3% year-on-year.
At present, RVs are mainly divided into self-propelled RVs, trailer-mounted RVs and other modified RVs. The self-propelled mode can be subdivided into three types: A, B and C, while the trailer motorhome is subdivided into four types: A, B, C and D.
Among them, the C class self-propelled motorhome that can be driven with C is the most popular, with a price of 200,000-300,000 yuan, and its functions include leisure areas, forehead beds, bathrooms, kitchens, etc.; The trailer-trailer caravan that needs to be traction is cheap 40,000-60,000 yuan, and the expensive one is more expensive, the space is relatively large, and the operability of the modification is greater.
According to industry insiders Hangzhou Snail RV Sales Co., Ltd. head of Shen Guobin in an interview with the "Daily Business Daily", "from the sales data, recently every year there has been a 30%-50% growth, 400,000 yuan - 500,000 yuan between the ordinary family caravan is the most popular, the mainstream brands are SAIC Maxus series, Dongfeng series, Ford series, Iveco series, etc., especially after the epidemic, it is obvious that the proportion of young people buying RVs has increased rapidly, accounting for nearly 20%. Previously, the number of sales per year was only single digits. ”
Interestingly, the sales method of RVs is also different from the traditional way of car dealers, but the live sale of RVs, Kuaishou nearly 600,000 fans of the caravan anchor "Yang Ge said RV", the live broadcast of the RV sales is higher than the 4S shop, personal RV sales reached tens of millions of yuan.
The original factory straight out of the caravan due to the interior or functional partition can not make each owner satisfied, in addition to some self-media bloggers choose to do it themselves, professional caravan modification has also become a business, for example, Shandong Linyi Shengye caravan in the Internet platform to send a video for the company to attract a large number of customers, a month to bring 2 million modified car business.
On the other hand, some consumers are enthusiastic about caravan travel, but they do not want to buy a house for the time being, but only want to experience caravan travel during the holidays, and a platform that provides RV rental services + customized travel routes came into being. At present, there are three major RV rental platforms in China, namely RV Search, SAIC Maxus's RV Life Home, and Global RV.
According to the data of "Caravan Life Home", in 2020, after the resumption of inter-provincial group travel in various places, the order volume of enterprise platforms increased by 107% year-on-year and 98% month-on-month; The amount of booking increased by 164% year-on-year and 89% sequentially. "As early as two weeks before the National Day, more than 2,000 RVs on the platform were snapped up."
It is foreseeable that the upcoming "May Day holiday" this year is bound to set off a wave of caravan travel boom again.
Motorhome outing "fatal injury"
Although the caravan industry is heating up, there are still "fatal injuries", the most prominent is that the number of caravan camps is small, the construction is not standardized, it is difficult to form a agglomeration effect, and it is impossible to keep up with the demand for caravan travel.
In response to this problem, in fact, as early as September 2016, the National Tourism Administration and six ministries and commissions proposed to accelerate the construction of self-driving caravan camps, and announced the "2016 National Self-driving Caravan Camp Construction Project Table", in which the Yangtze River Delta and Yunnan respectively proposed that 500 caravan camps would be built in 2020.
Sichuan proposes to build "the first province of self-driving tourism in western China", planning to build 300 key self-driving tourism camp projects by 2020, which can provide catering, shopping, medical treatment, leasing, car maintenance, camping and other services.
However, as of December 2020, the total number of domestic campgrounds is only more than 1,000, while there are less than 500 camps with really complete facilities, such as the popular tourist route west sichuan, often 300 to 400 kilometers are not inhabited, and supply has become a big problem for caravan travel.
The difficulty is that the construction of camps is often affected by local land policies, the uncertainty of land construction is very large, and the initial investment of a camp is huge, as little as a few million yuan, more than hundreds of millions, cost recovery is slow, the profit model is single, and it is difficult to rely on self-driving individual customers.
"So far, half of the planned camps are still on paper." Fu Siquan, president of the Chengdu Caravan Tourism Association, said in an interview, "Most investors feel that profits are low and investment motivation is insufficient. ”
A caravan camp owner believes that although caravan tours are popular, the overall number of tourists is actually small, which cannot support the development of the camp. In terms of the camp that receives self-driving RVs, the corresponding water and electricity, laundry, bathroom and other supporting facilities cost millions of dollars, while the per capita daily parking income is only about 30 yuan, many people only stay for a short time to charge, there is no deep consumption, and the price is more sensitive, and it is better to do the camp "it is better to do a farm".
Secondly, from the perspective of caravan experience, there are also several "minefields": because eating, living and going to the toilet are all on the caravan, the black water tank containing excrement needs to be dumped and cleaned regularly, which will make some people unable to cross the psychological barrier; Although navigation is smart enough today, motorhome outings inevitably explore remote routes, and inaccurate navigation often makes people collapse; Often encounter tunnels, bridges or a section of high-speed "height limit", have to detour more than 100 kilometers; Due to the long model of the motorhome, parking in the field is good, but it is difficult to find parking space in cities or small counties.
Finally, the new driver's license regulations are issued, which means that owners of trailer-mounted motorhomes on the road need to take another driver's license. From April 1, the Ministry of Public Security's newly revised "Regulations on the Application and Use of Motor Vehicle Driving Licenses" was officially implemented, and the driving license will be added to the light traction trailer quasi-driving type (C6).
The new regulations specifically add the content that "for those over 60 years old and under 70 years old who really need to drive a light tractor trailer, they can also apply for an additional C6 driver's license after passing the ability tests such as memory, judgment and reaction".
After the introduction of the new regulations, there have been a number of people applying, according to times finance, the C6 driver's license training program in Beijing has 22 hours, and the price ranges from 6600 yuan to 9800 yuan.
The new regulations also have requirements for trailer tractors, and the total mass of the front and rear vehicles is less than 4500KG; The driving permit must be marked with "Quasi-Traction Total Mass" and be greater than the total mass of the trailer; The actual vehicle of the towing vehicle shall also be equipped with a vehicle that meets the requirements of the traction device. This may make some people take a wait-and-see attitude towards trailer-trailer RVs, and RVs that did not meet the regulations will also have to be rectified.
End
"The world is so big, I want to see", this resignation letter that is all over the country has so far moved countless people, who want to abandon the troubles of work and life and come to a trip that can be walked away, but in fact, they dare not try easily.
In the past, caravan travel belonged only to the pleasure of a few people, and now, with the growth of the mainland's economic level, the increase in per capita income, especially the adjustment of industrial structure, the way of working is no longer stuck in the shift, flexible employment, self-media, short video entrepreneurship, freedom and life, are no longer two contradictory words.
At the same time, as China strengthens the basic role of consumption in driving economic growth, implements the paid leave system, strengthens the construction of facilities such as tourist transportation, scenic spots, and self-driving camps, standardizes the order of the tourism market, and welcomes the new travel outbreak in the post-epidemic era. In addition, the upgrading of China's manufacturing industry, the standardization and intelligence of caravan production are also constantly improving, the price is constantly exploring, ordinary people can gradually afford to buy caravans, and the caravan travel industry will surely usher in a golden age of great development.
Forward-looking Economist Industry Watch Group
Resources:
【1】"2022-2027 China Caravan (Caravan) Industry Market Prospect and Investment Strategic Planning Analysis Report", Prospective Industry Research Institute
【2】2022-2027 Global and China Recreational Vehicle (Caravan) Industry Market Research and Investment Prospect Analysis Report", Prospective Industry Research Institute
[3] "C6 driver's license quotation of nearly 10,000 yuan, post-90s caravan blogger: how expensive to test", Tiger Sniff Network
[4] "Eleven Golden Week caravan tour "a car is difficult to find", why has the niche caravan travel become a market explosion? CBN
[5] "The caravan travel loved by the three generations of old, middle and young people, is it the wind outlet or the pass? , Daily Business Daily
[6] "RV tourism is not popular, the industry explores the way: how to catch fire? " , step point
[7] "Are those who are keen on caravan travel "moat rich"? ), Titanium Media
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