City, Games, Brand and Communication
Behind the continuous fermentation of camping fever, camping functions are generalized, and the characteristics of rich and diverse scenes are increasingly prominent. Sports, entertainment, tourism and other industries are constantly integrating with camping. It is foreseeable that under the rising market sentiment, the domestic camping industry will usher in a long golden period of development, and camping scenes with diversified contents will become outdoor industries in China in the future.
Author | Wang Shentong
Editor | Kaga
With young people's endless yearning for a poetic lifestyle, camping luck has become the top stream in the epidemic era. Whether in the circle of friends, Weibo, Xiaohongshu and Tik Tok, we can often see exquisite outdoor camping photos and various outdoor camping strategies on major Internet social platforms.
From a niche hobby to a "traffic password" of the social platform, it has gradually expanded to a lifestyle. The explosion of "camping" is inseparable from the rapid expansion of the whole format.
According to the consulting data of Ai Media, the core market size of China camping economy will reach 74.75 billion yuan in 2121, up 62.5% year-on-year; The market size was 381.23 billion yuan, with a year-on-year growth rate of 58.5%. It is estimated that the core market size of China camping economy will rise to 248.32 billion yuan in 2125, and the driving market size will reach 1.44128 billion yuan.
behind the continuous fermentation of camping fever, the functions of camping are generalized, the characteristics of rich and diverse scenes are increasingly prominent, sports, entertainment, tourism and other activities are gradually integrated with camping, and the market has also explored more new ways of playing "camping+".
11.
This year's "618"
Did you pay the final payment for camping?
this year's "618" shopping festival has almost become the most vigorous sports consumption in recent years, especially outdoor sports equipment products, which are particularly favored by consumers. It can be said that people are never tired of camping in the countryside, which makes camping equipment occupy all kinds of consumption lists at an ultra-fast speed, becoming another new category of e-commerce platform after skiing equipment.
according to the data, from May 31th to June 8th, the hourly sales in JD.COM increased by 77% year-on-year, among which the outdoor sports products increased by 662% year-on-year, which was one of the highest growth categories. The sales of sportswear, sports shoes and camping supplies all increased by over 11 times year-on-year.
The data of various vertical platforms in JD.COM also reflects the hot sale of camping equipment. JD.COM sports data shows that the overall pre-sale order amount of outdoor equipment increased by 71% year-on-year; In Beijing and Tokyo, the total turnover of collapsible campers increased by more than 1.2 times. At home in JD.COM, the pre-sale order for outdoor table and chair sets for camping exceeded 3 times year-on-year.
in the first wave of Taobao tmall 618 sales, the sales of outdoor camping related products increased by more than 2 times year-on-year. Outdoor sports equipment products, big-name beauty products and digital products have become a must-buy three-piece set for users of this platform.
in addition, e-commerce companies from other platforms, including Suning, Tik Tok and Aauto Quicker, have also started to exert their efforts in outdoor camping track this year, opening up exclusive columns related to "outdoor sports (camping)" before the "618" shopping festival, or making a list of purchases and products for consumers.
Flagship stores of outdoor sports and camping equipment brands such as Decathlon, Explorers, Mugaodi, Sanfu Outdoor, Primitive Man, etc. also started pre-sales, announced and participated in various preferential activities. Such a hot outdoor and camping market has also allowed "supernumerary" brands like Antarctic people to get a foot in it, and unexpectedly squeezed into the top five in this year's Tmall 618 Shopping Festival camping category sales list.
Not only online, but also the market of offline shopping malls for sporting goods including camping equipment is extremely hot. Offline retailers have also held various interactive activities to stimulate people's consumption enthusiasm.
In Tianjie, Sam Supermarket and Yintai Department Store, more and more shopping malls have set up awning tents, camp cars and picnic mats in the most conspicuous positions, and passers-by have stopped to take a look and take photos.
According to the data provided by Yintai Department Store, the sales of outdoor camping and travel categories in offline shopping malls have increased rapidly. Since the end of May, the sales of sunscreen clothing alone have increased by 34%.
In addition, people have more choices in the reservation and purchase of outdoor camping sites, methods and equipment, especially this year's camping is more like a competition of "Exquisite comes first, life comes first".
For example, the camping brand Hi king, which has recently exploded, has put up a nationwide camping discount package for 13 camps in 12 cities on Flying Pig 618. After purchasing it, consumers can make an appointment for camping in Hi King camp in the corresponding city.
on the jingdong travel platform, the turnover of outdoor camping of 618 pre-sale sports tourism increased by 111% year-on-year, among which the general rights annual card of the national campsite in the hot wilderness, the starry tent package in my humble abode in the mountains, and the rental of SAIC Datong RV were all popular in different degrees.
With the improvement of people's demand for outdoor camping quality, the purchasing direction of outdoor equipment is no longer limited to tents, awnings, folding tables, folding chairs, damp-proof mats and camp cars. Someone aimed at outdoor catering equipment, such as windproof stoves and titanium dining utensils; Some people have bought outdoor household appliances, such as outdoor power supply, mobile projector, waterproof audio, etc., and some even choose to be equipped with portable air conditioners. People try to build a home without room books in the wild, so as to enjoy the exquisite wandering feeling of leaning against the ground.
12.
outdoor camping, where does the wind blow?
as early as 2114, the domestic camping industry began to enter a period of steady growth, but the overall situation was relatively small. Until 2121, the outbreak of COVID-19 epidemic gave birth to people's strong demand for camping, making local tours and Zhou Bianyou the main choices for most people to spend weekends and holidays. As a result, camping lifestyle has become a new tourism mode sweeping across the country, and people's enthusiasm for camping has never been higher.
The data shows that in 2121, the number of enterprises related to camping camps in China reached 8,315, an increase of 211% over the previous year. In 2121, the number of related enterprises will be about 17,579, a year-on-year increase of 111.4%. According to CCTV financial statistics, since October this year, the turnover of outdoor tents has increased by 119% year-on-year, the turnover of outdoor benches has increased by 239% year-on-year, and the turnover of camping equipment such as large tents, awnings and folding tables and chairs has also increased by more than twice.
The topic of camping has been growing rapidly for three consecutive years since 2121. Up to now, there are 113W+ notes about sharing camping life in Xiaohongshu, and the search volume of Qingming holiday has increased by 427% compared with the same period of last year. Every holiday from 2122 to now, camping equipment, camping wear, camping photos, camping food and other content are also hot search words on major Internet social platforms.
It can also be seen from the White Paper on the Trend of Taobao Tmall Camping Industry in 2122 that during the three years from 2119 to 2121, the proportion of online camping equipment in the outdoor sports market has increased year by year, and it is expected that a higher breakthrough will be ushered in before the end of 2122. In addition, the number of people involved in camping has a huge room for growth, and the market size of camping equipment has been growing continuously.
among them, new brands are scrambling to seize the blue ocean market, and local brands are growing rapidly. By the end of 2121, there have been 1,811+new camping brands in the world. It is worth noting that domestic brands in China are the mainstream of the camping equipment market, accounting for over 81% of the market, and they are still maintaining rapid growth. In 2121, the overall growth rate of domestic brands of outdoor camping equipment has exceeded that of imported brands.
The cutting-edge parents have become the mainstream people in camping, and the first-and second-tier cities have strong spending power. According to the data of portraits of people participating in outdoor camping given in the white paper, the age structure of people is not completely younger, and emerging projects are more favored by older people, with cutting-edge parents and middle-aged people aged 31-45 in cities as the core. Among them, the new parents ranked first with a proportion of more than 25%; Urban middle-aged people take the second place with the proportion of 21%-25%; Petty bourgeoisie, white-collar workers and young people under the age of 31 rank third with the proportion below 11%, and they belong to the growth driving force of outdoor camping industry.
In addition, more people over 31 years old from first-tier, new first-tier and second-tier cities participate in outdoor camping. They are the core of the camping equipment market, and their demand for parent-child camping is strong, and their consumption level is also high. However, people with high purchasing power in low-tier cities, influenced by the surrounding environment and high camping atmosphere, have a rapid growth in consumption, and their consumption potential cannot be underestimated.
The new camping mode will promote consumption upgrading. With the fermentation of camping culture and the development of camping economy, camping has also changed in the direction of diversification, interest and innovation, with various modes emerging one after another. Among them, the direction of region, season, equipment and people, face value and function will become the key to new camping.
The camping season is prolonged, and there are different ways to play throughout the year. With the participation of more and more consumers, the types and ways of camping are constantly expanding, and the concept of camping in spring and autumn season will gradually become blurred. In spring, there are park camping and rainforest camping. In summer, there are wetland camping and beach camping. There are mountain camping and car camping in autumn; There are ice camping and snow camping in winter.
13.
How can "camping+"be played?
After camping became a fire, the concept of "camping" came into being. Camping scenic spots, camping in beautiful countryside, camping research, camping performing arts, camping fun and other new forms have made camping more meaningful, and the linkage of cultural and sports tourism industry has also provided consumers with more abundant products. With more games and rich forms, it naturally attracts more and more people, leaving behind the hustle and bustle of the city and taking the initiative to open the door to this new world.
Among them, the combination of various trendy sports and camping is the most popular among young people, such as camping+swimming, camping+cycling, camping+rock climbing, etc. It can be said that camping has also revitalized the stagnant water of many associated projects. According to the data of Ali's consumption insight, swimming, yoga and fishing have become the top three best accompanying sports for camping respectively.
Take fishing as an example. Taking advantage of the east wind of camping, fishing has become another new hobby of urban youth and middle class. In addition to common poolside fishing, most campsites and scenic spots have developed fishing projects such as sub-fishing, sea fishing, fly fishing and night fishing according to local characteristics, and merchants have also taken the opportunity to launch fishing packages for campers to choose from.
According to the data released by Aauto Quicker Big Data Research Institute, among the creators related to platform fishing in Aauto Quicker, more than 41% are born after 11 and 91, 13.15% are born after 71, and 32.12% are born after 81. Fishing is becoming younger and younger.
in the past year, into the pit Taobao Tmall's fishing equipment area was * * * with 3 million+. In the first wave of Tmall 618 this year, the sales of fishing equipment increased by nearly 51% year-on-year.
The integration of industries makes camping extend to sports, performing arts, entertainment and other industries, and becomes an important way to enrich citizens' spiritual life, providing new imagination space for the development of all industries. With the hot camping, many villages and towns in China and some extremely minority activities have successfully entered the public's field of vision.