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"In the circle of friends on weekends, people are either camping or on their way to camping." To say the most popular leisure method at present, camping out of the circle must have a place.

Finding a green space, setting up a canopy, setting up a tent, preparing a table of food, chatting with friends of three or five and tasting delicious food-camping, let people find another way to open their lives in the reinforced concrete city, get in close contact with nature, and make "poetry and distance" within reach.

tourists experience tent camping and leisure tour in the big lawn of Dadoushan flight camp in Wuyi County, Zhejiang Province. Xinhua News Agency issued

camping photos to "occupy" the circle of friends, and the market rose rapidly

Wang Yijie, who lives in Beijing, felt that "camping was a fire". "During the Qingming holiday, several friends were taking camping photos, which made my heart itch. Then, on the weekend, we went to Bohai to find a piece of land to tie a tent, and there was a rape field on the side. The children had a good time. " On a Saturday in late April, Wang Yijie and her family experienced a camping trip. On this day, Ning Yuan and her friends were camping, but they chose a higher level of play-exquisite camping. With meals, drinks, baking trays, coffee machines and even ice machines, Ning Yuan and his friends came to the Little Three Gorges Camp in Jinhaihu, Beijing, "like moving". "The scenery is so good that it deserves to be the ceiling of the campsite." Ning Yuan said.

With the warmer weather and warm spring in bloom, many people go out with camping equipment and have a "date" with the fine weather. Tents and awnings can be seen everywhere in this year's "May 1" holiday, such as Duyi Ruins Park in Xi 'an, Shaanxi Province and Xianghu Scenic Area in Hangzhou, Zhejiang Province. Camping photos "occupy" the circle of friends, and "one is hard to find" in parks and green spaces has become the norm. Cheng Chaogong, chief researcher of Tongcheng Research Institute, observed that in the past two years, camping has become hot on social platforms such as Xiaohongshu, and this year it has become a "top stream". With the increasing popularity of camping, related equipment, catering, camps and transportation have also become hot topics.

The data confirms this judgment: in Xiaohongshu, after the search volume increased by 291% in May Day in 2121 and 231% in May Day in 2121, the search volume related to camping during May Day this year increased by 746% year-on-year, and the camping fever showed an accelerating trend. According to the report released by Ctrip, on the first day of the May Day holiday this year, the popularity of camping on the platform reached a historical peak, and the search popularity increased by 91% compared with the previous week. Tongcheng Travel Big Data shows that the camping market continued to heat up during the May 1 holiday this year, and the popularity of "camping" related tourism search increased by 117% month-on-month.

The popularity of camping has driven a huge market to rise rapidly. Last year, after camping with friends at a camp in Jinhai Lake, Wang Long, a Beijing citizen who already had a tent and a canopy, bought more equipment such as Cmit chairs online. Like Wang Long, many young people who pursue exquisite camping are not satisfied with camping with only tents. For them, the awning, Cmit chair, folding table, barbecue, baking tray, coffee machine and even light strings that set off the atmosphere are standard for camping.

The epidemic situation has boosted people's desire to get close to nature, which has heated up this trend.

Why is camping so popular? In the interview, several people in the industry mentioned the boosting effect of the epidemic. Indeed, the epidemic has stopped people from traveling far, but it can't suppress people's desire to travel. With the popularity of "micro-tourism" today, it is natural that camping that can "steal a half-day leisure" without wading through mountains and rivers has become a trend.

Cheng Chaogong introduced that in the early days, outdoor camping was the main way of camping in China, which was highly professional and technical, and required a lot of time, brains and financial resources, and the threshold was relatively high. Nowadays, camping continues to get hot. First, after the epidemic caused restrictions on outdoor travel, the emergence of exquisite camping matched the market demand, and the traditional camping method was subtracted. Consumers can bring their tents to the camp and only pay the entrance fee; You can also rent related supplies without anything, and enjoy camping more easily. Second, with the steady growth of China's national income, people are more eager to get close to nature and experience diverse and fresh leisure ways. Both of them work together to promote the rapid development of camping economy.

As the founder of camping life brand Hot Wilderness, Zhu Xian smelled the business opportunities of exquisite camping earlier than ordinary people. In Zhu Xian's view, apart from the help of epidemic situation, people's inner need to return to nature and the promotion of consumption, the power of content communication should not be underestimated. "Around 2119, the content platforms represented by Tik Tok and Xiaohongshu rose, and the way young people obtained information turned to these platforms. The outdoor camping scene was very conducive to communication, and it was easy to set off a camping trend." Zhu Xian said.

Cheng Chaogong also thinks that compared with camping, exquisite camping has stronger entertainment and social attributes. On social platforms, beautiful camping photos and videos can attract more young people to "plant grass" and join the camping army. In addition, when friends are camping, they can also play games, cycling, flower viewing, concerts, night trips and other games to relax and enhance their feelings.

citizens and tourists are playing in Fuhua Park, Qingcheng City, Jiangxi Province. Kuang Jianshe/Bright Pictures

Camping that looks beautiful also has many growing pains

Relatively speaking, the cost of camping in parks or green spaces is much lower, but not all parks can "camp". Camping is forbidden in many parks in Beijing. Cheng Chaogong explained that the park mainly considers the daily maintenance of the lawn, and there is a large flow of people on the road in the park, and there are security risks in setting up tents on the roadside. The parks where tents can be set up are mainly country parks.

there are also some hidden dangers in setting up tents in outdoor green space. From April 4 to 11, only Nanjing Fire Department received 118 lawn fire alarms, some of which were caused by campers accidentally using fire. In addition, uncivilized behaviors such as littering at will also leave a mess after the tent is removed, destroying the ecological environment.

At the same time, some "beautiful-looking" professional camps have a huge difference between "buyer's show" and "seller's show". Others' photos under the "filter" look beautiful, but they feel that they are not worth the ticket price after their actual experience. In addition, young people who are used to urban life can easily overestimate their tolerance for the outdoor overnight environment because of novelty.

talking about the problems existing in the industry, Cui Li analyzed that many camp operators were not fully prepared in the face of the booming camping economy in the past two years. In many camps, public facilities are not complete, and public toilets are even in a dirty environment. In terms of product supply, some operators pursue quick money without focusing on camping experience, and the products they provide are too single, lacking in participation and interaction, which is easy to make campers feel aesthetic fatigue. In addition, the poor catering quality in some camps has greatly affected the campers' experience. There are also some operators who do not understand the relevant laws and regulations in camping site selection, and it is easy to touch the red line. In addition, the camping industry is in the early stage of development in China, and the campsite lacks corresponding access standards and national management methods, which leads to a mixed industry and difficult management.

"At present, the problems in the camping industry mainly focus on: the explosion of local camping has caused a large number of newcomers to enter the market in a short period of time, but the qualifications, background and service quality of merchants are uneven, and the basic supporting facilities are not perfect, resulting in poor consumer experience; Camping products are single and cannot bring more market space; The environmental pollution caused by camping has gradually become prominent. " Cheng Chaogong pointed out.

The key to success lies in "practicing internal strength"

How to solve the "growing pains" in running all the way's camping economy?

Cui Li said that camp operators should pay attention to improving facilities, improving the intelligent and convenient level of camping equipment and taking good ecological responsibilities. When the track is crowded and more and more enterprises want to carve up the "cake" of camping, it is particularly important to do excellent quality. Facing different consumer groups, we should provide differentiated camping experience and gain stronger competitiveness with good reputation. Provide more abundant camping products through the modes of "camp+scenic spot", "camp+research", "camp+sports" and "camp+performing arts".

"Campers should also regulate their own behaviors, strictly abide by relevant regulations, and reduce the negative impact on the environment." Cui Li suggested that government departments and other management agencies should gradually improve the camping operation standards, supervision system and punishment mechanism, and promote the standardization of campsite management process.

Zhu Xian believes that in the future, more repurchases will come from people who like the outdoors and love camping. Some advanced players may camp 31-41 times a year, all with their own equipment, and the camp provides infrastructure. "We can provide these players with different types of camps such as mountain camps and seaside camps, as well as equipment storage and cleaning and maintenance services." In Zhu Xian's view, junior, intermediate and advanced players have different demands and need to provide differentiated services.

Can the camping economy, which is developing rapidly under the catalysis of the epidemic, still triumph when the epidemic clears and the tourism industry resumes development? "Industry outlets may cool down, which will have a certain impact. The camping industry, which seems to have a low threshold, actually needs strong professionalism and continuous product iteration ability. " Cheng Chaogong believes that it is still too early to judge the future of the camping industry, but it is certain that quality and grading will be a development direction.

Zhu Xian said that whether traveling or vacationing, the public's demand for returning to nature and releasing themselves always exists. Camping is a very inclusive format, and various formats such as coffee and market can be integrated with it. It is expected that the domestic camping market will enter a stable development period after the current short-term outbreak and become a very popular way of outdoor activities.

how can the camping industry go healthier and last longer? Cui Li said that camping economy is not a short-term and quick-money project, let alone a leek project, but a new engine to promote the sustainable development of domestic tourism in the future. Doing a good camping economy requires strong service ability and scientific management thinking, which is by no means a simple tent and three meals of delicious food.

Cheng Chaogong pointed out that camping economy should develop healthily and long-term, and ultimately it is necessary to "practice internal strength". It is necessary to establish a regular camping base and carry out standardized management. In the future, there will be a variety of camping styles, such as park, forest and island. Camping brands should find a good positioning, provide more refined and higher quality products for people with different camping needs, and enhance brand influence. At the same time, the tourism platform can make use of the advantages of supply chain to integrate high-quality resources and help camping enterprises to develop synergistically.

(Original title: Camping fires out of the circle: how to support a tent "Poetry and Distance"). Editor Gao Wei)