"Lie in a tent with your pet, listen to the babbling brook and enjoy the rare peace." On October 29, talking about camping, Miss Yue after the 90s could not hide her excitement, "Escaping from the city, away from the shackles of work and mobile phones, is the biggest charm of camping." Nowadays, the traditional niche sport, camping, has long broken the circle to become the hottest outdoor project at present, whether it is the luxury school with trailer caravan, the light luxury school of exquisite camping, or the experience school of "staying with bags", you can find a comfortable place to live around Changsha.
What's the charm of camping? Behind the boom, campsite operations have become a new nugget?
■ Sanxiang Metropolis Daily all-media reporter Huang Yaping intern Ning Ruixin
phenomenon
Enjoy a comfortable time, young people love to go to the suburbs to "shop"
In the warm sun, beside the sea of clouds, between the woodlands, set up a white tent, build a bunch of campfires, sit on a wooden egg roll chair and drink a cup of hot hand-brewed coffee... On October 24th, Changsha waited for the long-lost warm sun, and Miss Xie, who lives in Evergrande Yujing Peninsula, drove to the "Xiweizi" camping base 40 kilometers away, sat around a wooden table with three or five friends to chat about life and enjoy a comfortable autumn time.
Looking down at the calm lake surface of "Xiweizi", on the vast lawn, off-white tents and sky curtains are arranged in turn, and outdoor egg roll tables, camping coffee pots, folding chairs, and cassette stoves have become the standard for campers in the wilderness. "This camping base, which was set on fire by little red books this year, had to take up its place in advance when the weather was good." Miss Xie smiled and said that don't look at the lack of venue fees seems to be expensive, but with a set of camping equipment, at least 4,000-5,000 yuan.
The same fiery camping scene also occurred in a number of camping bases around Changsha that can be "checked in". On October 28, the reporter of Sanxiang Metropolis Daily searched the official booking mall of "Moon Island Starry Sky Camping Park" and found that on October 30, 12 types of room types such as lake view big bed rooms and double-storey villas in the base were all fully booked; on the same date, the 3 types of rooms in the Tuju caravan camping base located in Xiangtan City were also fully booked.
"A lot of tourists come here to do nothing, just to be in a daze, to walk the mountain roads, to see the stars. On weekends, Mid-Autumn Festival, National Day and other holidays, the camp's 15 tents are booked in advance. According to the person in charge of the Zhifeng Mountain Wild Luxury Camp, at present, the camp is preparing for the Halloween theme bombardment, and only a small number of beds can be booked.
It is understood that the popular camping in the market can be divided into three types, namely, the luxury party with trailer caravan, the light luxury party of exquisite camping, and the experience school of "checking in with bags". Among them, the luxury and light luxury factions are closer to the original camping method, and the campers need to bring their own tents, sleeping bags, portable tables and chairs and other full set of camping equipment to the suburbs or camping bases; the experience of "staying with a bag" is to directly enjoy the hotel-style camping services provided by the camp, and the minimum per capita consumption of a single time is also 500 yuan.
market
Camping crushes the room to escape into a post-95 "favorite"
Affected by the epidemic, cross-border and even inter-provincial travel has been restricted to a certain extent, and young people who love toss and turn will turn their attention to domestic niche short-distance tours. Taking the 2021 "Eleventh" small long holiday as an example, the search popularity of "camping" on Mafengwo increased by 200% in the week before the National Day; the "NEW WAVE - Young People's Quality Tourism Report" released by Mafengwo shows that in the past six months, high-end tourism orders with per capita consumption of more than 8,000 yuan increased by 86.2% year-on-year, and caravan camping ranked among the top ten high-end tourism projects.
Camping has also attracted more and more young people to "enter the pit". According to the "2021 Generation Z Camping Social White Paper" released by Taobao, 36.4% of young people became "camping true incense party" after experiencing outdoor camping, and camping crushed escape rooms and script killings, becoming the favorite of the post-95s. On the life sharing platform Xiaohongshu, the number of notes containing the keyword "camping" has increased by 334% compared with July last year.
The market is favorable, and many industry companies are developing rapidly. Taking the A-share listed company Mu Gaodi as an example, according to media reports, its domestic sales channel revenue was about 150 million yuan from 2018 to 2019, but in the first half of 2021, the revenue reached 123 million yuan, a sharp increase of 86.53%.
How big is the market for camping? According to the "2021-2025 China Outdoor Camping Industry Market Monitoring and Future Development Prospects Research Report" released by New Thinking, a comprehensive provider of industry research reports, the market size of the outdoor camping industry is expected to continue to grow, or it will reach 15 billion yuan in 2026.
experience
The industry is still in its infancy and has become unstable
According to the incomplete statistics of the Reporter of Sanxiang Metropolis Daily, if the 2-hour drive of The Wuyi Business District in Changsha City is calculated, there are more than 20 camping bases or camping camps to choose from. When everything is in place and embarking on the long-awaited camping journey, what is the consumer experience?
Approaching the price of a five-star hotel, but may not be able to buy back a satisfactory experience. "Camping sounds novel, but the camp's showers, toilets and other facilities need to be improved. Especially at the peak of washing after 10 p.m., you may have to wait 1-2 hours to wait in line to bathe. Miss Hu, who went to the camping base half a month ago to experience the "exquisite camping" life, said that the low temperature and mosquitoes on the high mountains made the "first camping in her life" experience so poor that in the past six months, she did not have any plans to camp outdoors.
In random interviews, Ms. Hu was not the only consumer who failed to get a satisfactory experience in the first camping. However, some people believe that camping, the "closest to nature" leisure method, has become the best choice for weekend relaxation. Miss Yue, who is keen on outdoor life, told reporters that every holiday, The Little Red Book, Weibo, and circle of friends are all camping videos shared by others, "The first time I went camping, I fell in love." Sleeping in a tent and looking up to see the moon, lucky enough to see the stars, and enjoy the peace of day away from the hustle and bustle of the city. ”
point of view
With an investment of nearly one million, how can camping become a big industry?
In the eyes of Guo Jiahao, a camping partner in Elk Field, the trend of camping is indeed getting bigger and bigger. As a professional landscape photographer and travel blogger, he is keenly aware of the business opportunities behind the camping, and cooperated with friends to rent an empty space with an area of about 20 acres in Changsha's Heilufeng National Forest Park to start a camping business.
"4-5 years ago, there was also a wave of camping fever in China, but the initial stage was subject to objective factors such as venue, weather, equipment, etc., and many people gave up after trying once or twice." Guo Jiahao introduced that most of the early camping places were selected in the mountains or next to the stream, which required campers to have strong wilderness survival ability and be able to cope with complex weather changes, "In the spring of 2020, young people began to focus on the surrounding tours that can be achieved at a small price, and the camping business was completely pushed to a climax." ”
"Although the industry has been developing for many years, the drawbacks are still long-standing." Industry insiders said that the camping camp is obviously limited in terms of timeliness, too dependent on the "weekend economy", holidays, weekends are often overcrowded but there are few customers on weekdays, and affected by the weather in Changsha, the camping base can operate for no more than 6 months a year, which also means that it is vacant for a long time, if the weekend can not be full, the camp is likely to lose a lot.
"I only thought about how to take pictures on the set, but I didn't think about the actual function of the camp." The camping that consumers are looking for is not to set up a tent on the grass and take a photo, but to travel independently of indoors. He said that the camp should not only grasp the user's social sharing needs to personalize the theme activities and photographers, but also clarify the consumers that the product needs to target, so as to carry out product innovation, combined with high-speed rail, self-driving and other travel modes for precision marketing.
[Editor-in-Charge: Chen Shuyi]
[Source: Sanxiang Metropolis Daily]