In the past Qingming holiday, Tongcheng data showed that the search volume of "camping" on its platform increased by 98% from the previous month. Driving to the countryside to live in tents, a more flexible and free way of traveling, has been increasingly sought after by people after the epidemic.
"In terms of grounding gas in China, we first called picnics and spring outing." Hao Han, the operator of Tanzhe Agricultural Camp, told Interface News.
In his view, as early as nearly 20 years ago, the concept of outdoor camping has been exposed. In 2003, Decathlon opened the first physical store in Asia in Shanghai, and the specialized outdoor sports equipment was exciting. Subsequently, more and more young people love outdoor, and outdoor has gradually become a lifestyle that many people admire. Until the outbreak, people's desire to go out and breathe nature brought explosive growth to the camping market.
According to the camping economic research report released by Ai Media Consulting, from 20 14 to 20021year, the domestic camping market has increased fourfold, from 77 10/00000 yuan to 29.9 billion yuan, and the growth rate is expected to reach 18.6% in 2022. According to the data on Mawei platform, the content of "self-driving camping" this year has increased by 177% compared with the same period in 2020.
Camping season is here, coming!
"It started slowly after the epidemic in 2020. There was a general adjustment period last year, and a large number of outbreaks began this year. " Nie Kongming, manager of Wuliangshan tent camp located on the ancient tea-horse road in Yunnan and Tibet, outlined his feelings about the development of camping in recent years to the interface news.
Camping has become a hot word on the Internet, which makes many people think that it is a new fashion of "instant success", but in fact, it has been learned from many insiders that the development of camping tourism in China has gone through four stages: 1.0 The original version is hikers and backpackers, riding bicycles out of tents, small and professional; The second stage is mainly carried out in the form of road trip, with RV as an element, which is relatively comfortable and has strong maneuverability.
In the third stage, as a simple but complete camping equipment popular with the masses, the operator will organize a series of peripheral activities to provide comprehensive services. Migrating from the mature camping market abroad is the more expensive version 4.0, which is more like moving the high-end accommodation experience to the wild environment, with built-in smart toilets and curtains, even more luxurious than some five-star hotels.
Tongcheng said that camping is the most popular in Hangzhou, Guangzhou, Beijing, Chongqing and Wuhan; Ma Honeycomb data also shows that 74% of camping enthusiasts come from first-tier and new first-tier cities, among which Beijing, Chengdu, Shanghai and Guangzhou are the top four camping destinations.
According to the survey data of Ai Media Consulting, over 70% of camping consumers want the camp to be equipped with toilets and showers, over 60% want to be equipped with external power supply, drainage and water supply facilities, and over 50% want to be equipped with garbage storage and catering facilities. Compared with the rough camping of natural existence, tourists began to pursue leisure experience camping.
According to Ma Honeycomb's statistics, from 2020 to 20021year, 19% of tourists are willing to spend 4-8 days exploring the secrets of the minority by camping.
The conditions of Wuliangshan tent camp meet the needs of such customers. Located in Wuliangshan National Nature Reserve, in order not to destroy the forest ecology, there are only 15 rooms in the camp at present, and the distance between each tent is 5- 10 meter, with an area of 40-50 square meters, corresponding to a single room cost of 400,000 yuan.
The scenery and the complete hardware facilities in the camp make the single room in Wuliangshan sell for 3,000-5,000 yuan/night, and the price will not be reduced in the off-season. The camp will also provide value-added services such as catering and airport shuttle service, targeting high-consumption people from all over the country. The supporting public areas of Wuliangshan camp also include multi-function hall, forest scenery meeting room and theme forest restaurant with local ecological ingredients in Wuliangshan.
Located in Jiangsu and Zhejiang provinces, it mainly attracts local parent-child groups to pay tribute to nanxi river Camp, and the price is relatively close to the people. However, the tent 50 yuan/person 100 yuan/person; Price of overnight double tent 160 yuan/person, family tent 2 10 yuan/person.
The island camps on the nanxi river were dug up one by one by the nature praise team with excavators. Ms. Fu, a member of the team planning team, said that the camp was very open. Whether tourists bring their own equipment, rent equipment, drive their own RV, or simply play water rafting-traditional, professional and leisure projects, nanxi river camp takes care of both.
At present, the types of tourists in the camping market are mainly divided into three categories: individual backpackers, small groups of couples or friends, and family units. In addition, the number of camps for the elderly for health care purposes is also increasing.
Zhu Xiao also found from the perspective of merchants that the demand for tents in the market can be roughly divided into two categories: one is portable tents for single people and small groups; Another kind of high-end positioning, for scenic spots and large camps, is a hotel tent.
Compared with portable hotels, there are many kinds of tents, such as the popular special-shaped tents such as starry sky room, bubble house and pumpkin shed, which are also made of plum blossoms. "Every camp wants to have a distinctive style to improve its operational competitiveness. For example, camouflage is suitable for the jungle, and beige is suitable for autumn outdoor. " Zhu Xiao said.
Different levels of outdoor players spend different amounts of money on tents. Novices will choose dozens to hundreds of portable tents, which are not used frequently, but can be returned several times; Professional players are basically engaged in outdoor activities for one year, and they will bring multifunctional tents on the road, and the price is about five or six thousand; And a durable and ornamental hotel tent can sell for 500-65438+ 10,000 yuan each.
Compared with the construction and operation of civil accommodation, the investment in the camp is more effective. Even the Wuliangshan camp with high-end facilities can return to its original place after two or three years according to the calculation of 3 to 5 nights for ordinary guests.
Nie Kongming believes that although it can be regarded as "a high-end hotel product with the concept of camping", the essence of camping is to play. In addition to accommodation and catering facilities in the camp, the camp has also planned more than a dozen personalized routes, covering forest hiking, farmers picking tea and visiting the Lancang River.
From the psychological point of view of tourists, Hao Han thinks that camping is a kind of play product that needs to be "done by yourself" in many places, which can make people get calm from concentration.
The format of the camp is also different from that of the hotel. In a park, first of all, tent camping areas should be equipped, and the conventional types are grassland, woodland and terraced fields.
The open grassland enhances the social attribute of the camp. "Build a canopy, a big tent, people chat, drink coffee, drink beer, eat melon seeds, make a bonfire and so on. And interact and make friends. " Hao Han said.
Woodland mode is relatively independent and private, and the cost is relatively high for operators, and it is difficult for customers to spend in this relatively closed space without paying attention to investment, which is also the reason why the current woodland camping mode is generally expensive; Mountain, platform, Hao Han described it as "ups and downs, more territorial concept, wildness!" .
"In the final analysis, many people will choose lawns in order to pursue more commercial profits in camping projects." Hao Han believes that the lawn model is easy to popularize and consume. However, he also stressed that the types of customers do not absolutely correspond to the business model, and the constant flow and follow-up flow itself reflect the fun of camping.
Since the second half of 20021,the epidemic situation has eased, and camping with Zhou Bianyou has become a new way for more people to travel.
Will the recent landing of RV driver's license become another stimulant in the industry?
Nie Kongming, who has many years of experience in camp planning, believes that it is difficult for RV to become a "trend in the trend". "RV has been developed abroad for decades. Because of its mobility, the camp really makes money from it. According to the current domestic consumption habits, most car owners spend one or two hundred yuan in the camp to solve charging and various problems, and may not be able to eat a meal here. "
In addition, the RV itself produces a lot of noise, which is difficult to be compatible with high-end campsites that emphasize quietness. For some remote and hidden areas, it is also difficult for RV to adapt to road conditions and terrain conditions.
"The core factor that determines the price of camping products is how long the wind blows." Hao Han said.
The high-end camping market represented by hotel tents has been popular in Zhu Xiao for less than five years, while the number of individual travelers in portable tents and small-scale camping has only increased in the past two years.
In nanxi river, as a rural revitalization project, Natural Beauty has completed the capital construction with a government investment of 6,543,800 yuan. Ms. Fu said that at present, the market feedback of the camp is good, and the weekend is full, and the supply will not be cut off on weekdays. However, because it tends to be public welfare, the unit price of customers is low, and it may take more than 5 years to return to the capital.
A farmer in Tanzhe Temple is scheduled to open on May 1 day, catching up with the camping consumption season. Except in autumn and winter, the annual camping operation period is only about five or six months, and it is mainly concentrated on weekends, leaving little time for camping operators.
Hao Han believes that from the investment point of view, the basic investment of a hotel room is around 200,000. Throwing tents and making small camps is indeed a business with less money and quick returns, but it can only be played in big cities with large populations.
He designed and operated the first phase of the Beijing Tanzhe Temple Agriculture, Industry and Commerce Park Camp, which was dominated by woodland, and made 12 tents, each of which cost 60,000 yuan. The price of a single room fluctuates between 800-65,438+0,000 yuan per night in the off-season and can be sold for about 2,000 yuan in the peak season. Although the price of Wuliangshan camp is not as high as 5,000 yuan a night, it still corresponds to a relatively high cost-effective return cycle from the price in the peak season.
However, considering from many aspects, Hao Han thinks that a farm camp can return to its original capital in about ten months to a year.
From the perspective of investment stability, the two major markets have their own advantages and disadvantages. Small campsites have short lease term, small investment and quick results, but the drainage is limited by the site capacity, and fixed investment in them will also face certain policy risks; The investment threshold of high-end scenic spots is high, starting from tens to millions of yuan, and the government's land grant procedures are complicated, but once the land is guaranteed, it is suitable for long-term investment.
Like Wuliangshan camp, Nature Zan is also located in a national nature reserve, which belongs to the land granted by the government and organized to help revitalize the project construction and operation. After making a profit, the organization will get some fixed income, and the project will attract investment after it has a brand effect.
In May, the second phase of Natural Ode was opened, which is a high-end nomadic camp for cooperation between Guangdong, East and West, and Guangdong and Guangxi. Considering the ever-changing landscape and water level in nanxi river all year round, the camp should be integrated into the environment, adapt to the season and move with the season.
Wuliangshan tent camp is located in the west of Yunnan, with spring-like seasons, suitable temperature and magnificent scenery at high altitude. The person in charge of the project believes that the domestic territory is vast, the landscape level and climate are diverse, "every place is suitable for doing", and the domestic camping market presents great potential.
However, according to the survey of Ai Media, about 10% of the respondents still think that camping is expensive. In the domestic market environment, privacy protection, security, property preservation and site specification have also become several * * * issues that the industry is currently facing.
202 1- 10, Huzhou City, which has many outdoor sports and camping camps, issued four documents, including the Construction and Service Standard of Huzhou Camping Camp Scenic Area and the Safety Precautionary Guide of Huzhou Camping Camp Scenic Area, which stipulated the construction standard and safety supervision of camping camps.
The tent sales and income of Meihua increased in the first quarter of 2022, but Zhu Xiao cautiously believed that the camping market was entering a stage of smooth transition. "Big customers are uncertain and investors are watching."
"If the land is large enough and the topography allows, the format should be enriched to meet the needs of different forms of camping." Hao Han said.
According to the statistics of Ai Media Consulting, by 202 1, there will be more than 30,000 enterprises in China * * campsite, of which more than15,000 will be added, and the number will reach 8,000 in 2020. If you don't innovate yourself, camping outlets will also face industry reshuffle.