After the wind, the "tent" economy how to do "addition"

In recent years, the camping economy with short-time outdoor residence as the core has gradually become popular, and according to the "2022-2023 China Camping Industry Research and Benchmark Enterprise Analysis Report", in 2022, the core market size of China's camping economy has reached 113.47 billion yuan, and it is expected that by 2025, the core market size of China's camping economy will reach 248.32 billion yuan, driving the market size to 1.44 trillion yuan.

In recent years, the camping economy with short-time outdoor residence as the core has gradually become popular, and according to the "2022-2023 China Camping Industry Research and Benchmark Enterprise Analysis Report", in 2022, the core market size of China's camping economy has reached 113.47 billion yuan, and it is expected that by 2025, the core market size of China's camping economy will reach 248.32 billion yuan, driving the market size to 1.44 trillion yuan.

With the opening of the anti-epidemic policy, outdoor travel crowd size continues to grow, into 2023, camping is no longer the only choice for consumers, camping wind mouth, but from the data, since February this year, through the Ctrip platform booking the southern warm zone camping product orders, compared to last year, an increase of 75%, domestic camping fever has not completely faded. So how should the "tent economy" develop in the future?

Camping tourism has become a new growth pole for local tourism

Huzhou Anji County Xia Yang village is the earliest local development of the camping industry in the village, in the first quarter of this year, the village received more than 25,000 camping tourists, tourism revenue exceeded 750,000 yuan. Bao Xin, secretary of the village party branch, said, Xia Yang village was originally a poor mountain village hidden in the mountain pass, a few years ago, the village of a sequoia forest was discovered by tourists, making the place once became a "net red card place", with "card" more and more tourists, the local sprouted the idea of developing The idea of developing camping industry was born.

Through the development of camping bases, the purchase of tent canopy, the introduction of operations management company ......2020 to date, Xia Yang village developed a total of nine camping campsites, an area of nearly 200 acres, the introduction of external capital operations, camping industry led to the village collective income doubled, the villagers for many years an average annual income of more than 20,000 yuan.

On the basis of the camping industry, "camping +" has become a new mode of development.

This year, Lishui Suichang County two mountain group combined with water Li Park, Xishan stage and other projects, invested more than 300,000 yuan to "in the lake mountain" star camping base for a comprehensive upgrade, not only increased the study base, dream garden, shared stove, picking tour and other content, but also launched a children's play, outdoor farm and other parent-child interactive projects. After the transformation of the camping base to attract many tourists to go to the card, this year has received 1,800 visitors, generating revenue of nearly 200,000 yuan.

Camping fever promotes the development of outdoor products industry scale

As the world's largest distribution center for small commodities, Yiwu International Trade City II has gathered 86 outdoor products enterprises; through the "enterprise search" search keywords "Yiwu outdoor products", a total of 1,935 companies registered information, and this data is still in This data is still growing.

Yiwu outdoor supplies operator Chen Danlin said, "Some time ago, we worked overtime to send several batches of goods to Shenzhen and other buyers, many buyers in the 'May Day' before selling out of stock."

Wuxi, Jiangsu BOOM CAMPING camping base in charge of Zhang Tianyi said, "We purchase some of the 'camping system' goods is Yiwu delivery." He operates the camping base mainly contains the stove cooking tea, barbecue party and tent hotel, in order to drive popularity, the camp has also invited a number of million fans level of short video bloggers "card", now, the second phase of development is also on the agenda, the procurement needs will be further expanded.

At present, Yiwu part of the merchants have been innovative "a throw that open" type tent, car camping shed, canopy tent two in one and a variety of outdoor products, the reporter also found in the major shopping platforms, many businesses launched a "camping eight pieces" and so on "Packaged" camping supplies set, lower the threshold of camping.

In fact, in addition to the domestic market, more orders for camping equipment, foreign market demand is also very strong.

In Yiwu International Trade City, the Colombian foreign businessman Edwin in the "polar bear" outdoor store selected a variety of outdoor tents and canopy, and domestic buying habits are slightly different, he only choose to accommodate 6 people or more than 10 people in the large tents and canopy. "The Colombian people are very enthusiastic and often hold events outdoors, with many participants. He said.

In Shaoxing Shangyu, Yue Lai Inn outdoor products workshop director Chen Mengnan: "This year, European and American customers placed orders earlier than in previous years, the order for large tent products increased significantly, the production line to catch up with the tent is out of Europe and the United States, the order has been scheduled to May."

After the novelty, camping population gradually subdivided

After being exposed to camping during the epidemic, many people fell in love with this fresh experience of returning to nature, but entering 2023, camping is no longer the only choice for young people on weekends.

On the one hand, the market is fragmenting, with in-depth camping enthusiasts becoming the main force. Yu Tian, a senior camping enthusiast in Hangzhou, said he felt that fewer and fewer "white people" are coming to camp this year. "There are fewer people coming to the campground, and we feel that there are more old players who can understand their needs better." She said that in the past many campsites were particularly crowded, giving the impression that they had become crowded places and a bad experience. This year there are fewer people camping, but the sense of experience and environment is also much better than last year.

On the other hand, with the liberalization of the vaccination policy, more people choose to go out and travel. This reporter asked friends around us who had camping experiences in Hangzhou if they had plans to go camping again this year, and although they all got positive answers, they also said that after the epidemic was liberalized, they would still give priority to going out to Hangzhou.

However, for the campsites that have formed differentiated features, the operational status this year is still more satisfactory.

For example, in Jiaxing Nanhu District Meihuazhou scenic area, play to "camping + group building" of a camp also maintained a good flow of customers, they are also to receive group building guests, but this year the camp business than the same period but also good, the person in charge told reporters that they mainly to receive the group, you can experience "running The person in charge told reporters that they mainly receive groups and can experience "running tasks", Hanfu experience, pet parties, etc., which attracts many tourists around.

In the view of Song Huasheng, a professor at Zhejiang University's School of Economics, finding the right brand positioning is the key to the camp's future development. The market positioning and financial model of the camp is the first element that every camp manager should clarify, to determine which part of the consumers the camp caters to, so that it can be copied on a larger scale and will be more favored by the capital market. At the same time, the camp should solve the problem of how to provide differentiated content and services in order to strengthen the label of self-branding, instead of simply circling the land.

In June 2022, the Zhejiang Provincial Department of Culture and Tourism officially issued the "Opinions on improving the standardized management of camping tourism", proposing that all places should set up campsites in accordance with the fixed-point management norms, unified planning, unified distribution, unified construction, cleanup of non-fixed-point campsites, and accordingly issued supporting documents to refine the basic conditions of camping campsites, service facilities, safety management and other aspects of the standards.

The relevant person in charge of the Department of Culture and Tourism of Zhejiang Province said that the introduction of relevant policies and opinions will help strengthen the relevant departments to regulate the management of the camping industry, so that camping management has rules to follow, there are laws to follow. Relevant functional departments should guide, regulate and supervise camping enterprises, scientifically assess the ecological and environmental carrying capacity of camping sites, reasonably develop policies and safety precautions to support the construction of camping enterprise campsites, and promote the lasting and healthy development of the camping industry.