Camping fire: How to support “Poetry and Far” in a tent
“In the circle of friends on the weekend, people are either camping or on the way to camping.” To talk about the most popular leisure methods at the moment, the camping in the fire must have a place.
Find a green field, set up a sky curtain, support a tent, prepare a table of meals, and talk about the earth with three or five friends, taste food -camping, and let people find another way of opening a life in a steel bars cement city. In close contact with nature, the tentacles of “Poetry and Far” can be within reach.
Why does camping become a trend? Exquisite camping, where is exquisite? As a rapidly developing industry, what are the “growing troubles” in the camping industry? How can the camping industry develop healthily from becoming popular to long red? The reporter looked for the answer in the investigation and interview.
Camping photos of “occupation” circle of friends, the market has risen rapidly
Wang Yijie, who lived in Beijing, felt that “camping is hot.” “During the” Qingming “holiday, several friends were showing a photo of the camp and seemed itchy. After that, we went to Erhai to find a tent and there was a piece of rapeseed fields on the side. . “On Saturday in late April, Wang Yijie and his family experienced camping. On this day, Ning Yuan and friends were also camping, but they chose a higher -level gameplay -exquisite camping. With meals, beverages, baking trays, coffee machines and even ice machines, Ning Yuan and friends “like moving” to the small Three Gorges Camp in Beijing Jinhai Lake, which are reserved in advance. “The scenery is so good, it is indeed the ceiling of the camping.” Ning Yuan said.
As the weather warmed up and spring flowers bloomed, many people walked out of the house with camping equipment, and “dating” with good weather. During the May Day holiday this year, tents and sky curtains can be seen everywhere in Duyi Site Park in Xi’an, Shaanxi, and Hangzhou Hangzhou Xianghu Scenic Area. Camping photos of “occupation” circle of friends, parks and green land exposure camps have become the norm. Cheng Chaolong, chief researcher at the Tongcheng Research Institute, observed that in the past two years, camping has been on social platforms such as Xiaohongshu, and this year has become a “top flow”. As the popularity of camping rises all the way, related equipment, catering, camps, transportation, etc. have also become a hot topic.
The data confirms this judgment: In the small red book, after the “May 1st” period in 2020, the search volume increased by 290%year -on -year and the “May 1” increased by 230%year -on -year. Increasing 746%, the popularity of camping showed a acceleration trend. The report issued by Ctrip pointed out that on the first day of the May Day holiday this year, the visits of camping on the platform were peak in history, and the search popularity increased by 90%from the previous week. According to the big data of Tongcheng Travel, during the May Day holiday, the camping market continued to heat up, and the “camping” related tourism search popularity rose 117%month -on -month.
Camping popularity has driven a huge market to rise rapidly. Last year, after a camp and friends camping in Jinhai Lake, Wang Long, a Beijing citizen Wang Long, who had tents and the sky, bought more equipment and other equipment online. Like Wang Long, many young people who are pursuing exquisite camping are not satisfied with the camping with only tents. For them, the sky curtain, the cliff chair, the folding table, the barbecue, the baking tray, the coffee machine, and even the atmosphere of the atmosphere are standard for camping.
After browsing a online shopping platform, the reporter found that the purchase of “entry -level” camping equipment such as Qitiandian, Kmeit chair, egg roll table, tent, etc. at least thousands of yuan. Double; if you have to cook or create an atmosphere, the budget will continue to rise. Above the wind, capital entered the camping track. Data from the investigation of the enterprise show that there are 93,000 companies in my country in China. According to Ai Media Consultation data, from 2014 to 2021, the size of China’s camping core market increased from 10.02 billion yuan to 74.75 billion yuan, driving the market size from 47.11 billion yuan to 38123 billion yuan.
The epidemic promotes the desire to get close to nature and blows the trend of heat.
Why is the wind camping blowing so vigorously? During the interview, several people in the industry mentioned the role of the epidemic. Indeed, the epidemic blocked people’s footsteps, but could not suppress people’s desire for travel. Today, with the popularity of “micro -tourism”, the camping that can “steal the floating half -day leisure” without moisturizing the mountain has become a trend, and it is naturally reasonable.
Cui Li, a professor at the School of Tourism Sciences of the Second Institute of Foreign Languages in Beijing, told reporters that in the context of the normalization of the epidemic prevention and control, camping tourism relies on short -distance, light luxury, closeness to nature, and social networking to become the choice of more tourists. In addition, with the popularization of private cars, urban and rural roads and infrastructure have gradually improved, and the rise of camping economy is also the product of economic and social development.
According to Cheng Chaolong, in the early days, the domestic camps were mainly outdoor camps. They were highly professional and technical. They had to pay a lot of time, brain, and financial resources. The threshold was relatively high. Nowadays, the camping continues to heat up. First, after the epidemic leads to the restrictions on outdoor travel, the emergence of exquisite camping meets the market demand and subtracts the traditional camping method. Consumers can bring their own tents to the camp, just pay the ticket fee; also You can bring nothing. After arriving at the camp, rent related supplies and enjoy camping easier. The second is that as my country’s national income grows steadily, people are more eager to get close to nature and experience diverse and fresh leisure methods. The common role of the two promotes the rapid development of the camping economy.
As the founder of the hot wilderness of camping life, Zhu Xian than the average person smells the business opportunities of exquisite camping earlier earlier. In Zhu Xian’s view, in addition to the inner needs of the epidemic, the inner needs of people’s return to nature, and the driving upgrade of consumption, the power of content spread cannot be underestimated. “Around 2019, the content platform represented by Douyin and Xiaohongshu rises. The way young people get information to these platforms. Outdoor camping scenarios are also very conducive to spreading, and it is easy to set off the wave of camping.” Zhu Xian said.
Cheng Chaolong also believes that compared with camping, exquisite camping entertainment attributes and social attributes are stronger. On social platforms, beautiful camping photos and videos can attract more young people to “grow grass” and join the camping army. In addition, when we are camping, three or five friends can also use games, cycling, flowers, concerts, night tour and other gameplay to entertain and entertain their feelings.
The camping that “looks beautiful” also has many “growing troubles”
Compared to finding a park or outdoor green space, Wang Long is more inclined to professional camps. “Although it costs higher, the camp environment is better, providing services such as leasing tents, power supply, etc., more worry -free.” Wang Long said. However, many people think that the camp charges is too high, which is not cost -effective. The reporter checked some of the well -known camps in Beijing. Under the premise that the service and other services of tents were charged, the entry fee was about 130 yuan per person.
Is such a fee too high? Where is the main cost? Zhu Xian told reporters that from the perspective of site selection, infrastructure, and operation, professional camping is generally around the first -tier cities or near the scenic spot. The scenery is relatively close to nature, but it will not be too wild and the surrounding traffic is convenient. Buy travel accident insurance, conduct regular safety education and first -aid training for staff; plan for the internal of the camp, establish service centers, bathrooms, toiletries, etc., but also long -term maintenance and repair of lawn.
The reporter learned that in addition to basic operating costs such as venues, hydropower, and artificial maintenance, some camps also provide music performances, interactive games, etc., allowing tourists to have a better experience.
Relatively speaking, the cost is much lower to camping in the park or green space, but not all parks can “camp up.” In Beijing, many parks are banned. Cheng Chaogong explained that the park mainly considers the daily maintenance of the lawn, and the park has a large traffic traffic, and there is a hidden safety hazard on the roadside. The park that can be taken in a tent is mainly country parks.
There are also some hidden dangers in the outdoor green space. From April 4th to 10th, Nanjing Fire alone received 118 lawn fire alarms, some of which were accidentally caused by campers with fire. In addition, uncivilized behaviors such as garbage are discarded at will, and after the tent is withdrawn, it leaves a mess and destroys the ecological environment.
At the same time, some “looking beautiful” professional camps have huge problems that are different from “buyer show” and “seller show”. The photos under others “filters” look beautiful, but after their actual experience There is no worth the fare. In addition, young people who are accustomed to urban life are also easy to overestimate their endurance for outdoor overnight environment because of novelty.
Speaking of the problems in the industry, Cui Li analyzed that in the face of the popularity of the camping economy in the past two years, many camp operators have not been prepared. In many camps, public supporting facilities are incomplete, and the public toilet is even in a dirty environment. In terms of product supply, some operators are pursuing to make fast money, and they have not focused on the camping experience. The products provided are too single, insufficient participation and interaction, and it is easy to make campers’ aesthetic fatigue. In addition, the poor quality of some camps has greatly affected the experience of campers. There are also some operators who do not understand relevant laws and regulations on camping site, and it is easy to touch the red line. In addition, the camping industry is in the early stages of development in my country. The lack of corresponding access standards and national management measures in camping locations has made the industry mixed with mixed fish and dragons, and it is difficult to manage.
“At present, the problems of the camping industry are mainly concentrated: local camping explosion caused a large number of newcomers to enter the game in the short term, but the qualifications, background and service quality of merchants, poor basic supporting facilities, and the consumer experience is not good; It cannot bring greater market space; the environmental pollution problem caused by the open camp is gradually prominent. “Cheng Chaolong pointed out.
From the red to the long red, the key lies in “practicing internal skills”
How can the camping economy running all the way to solve the “trouble of growth”?
Cui Li said that camp operators should pay attention to improving facilities, improve the level of intelligence and convenience of camping equipment, and assume good ecological responsibilities. When the track is crowded and more and more companies want to camping this “cake”, it is especially important to make good quality. In the face of different consumer groups, we must provide a differentiated camping experience and gain stronger competitiveness with good reputation. Through the “Camp+Scenic Area”, “Camp+Research”, “Camp+Sports” and “Camp+Performing Arts”, it provides richer camping products.
“Campers should also regulate their own behaviors, strictly adhere to relevant regulations, and reduce the negative impact on the environment.” Cui Li suggested that government departments and other management agencies should gradually improve camping operating standards, regulatory systems and punishment mechanisms ,standardization.
The reporter observed that the “self -defect” of camping also brought uncertainty to the development of the industry. On the one hand, camping is naturally trapped in seasons and weather restrictions, and on the other hand, low repurchase rate also affects the profit margin and development prospects of merchants.
Zhu Xian believes that in the future, more people who like outdoor and love camping in the future may be camped 30-40 times a year. “We can provide these players with different types of camps such as mountain camps, seaside camps, and can also provide them with equipment storage and cleaning maintenance services.” In Zhu Xian’s view, primary, intermediate, and senior players have different demands and need to provide differentiation and need to provide differentiation. special service.
The camping economy that develops rapidly under the catalysis of the epidemic, can it be sang high after the epidemic is dispersed and the tourism industry resumes development? “The industry’s outlet may cool down, which will cause a certain impact. The camping industry with a high threshold is actually required to have strong professional ability and continuous product iteration.” Cheng Chaolong believes that at present, the future judgment of the camping industry will be judged in the future. It is too early, but it is certain that the quality and classification will be a development direction.
Zhu Xian said that traveling or vacation, the public’s demand for returning to nature and release of themselves always exist. Camping is a very inclusive format, and various formats such as coffee and markets can be integrated with it. It is expected that the domestic camping market will enter a stable period after the current short -term outbreak and become a very popular way of outdoor activities.
From becoming popular to Changhong, how can the camping industry go healthier and longer? Cui Li said that the camping economy is not a fast -moving money project, nor is it a leek project, but a new engine that drives the sustainable development of domestic tourism in the future. To be an excellent camping economy requires strong service capabilities and scientific management thinking. It is by no means a simple tent and three meals.
Cheng Chaolong pointed out that the healthy and long -term development of the camping economy must eventually “practice internal skills.” To establish a formal camping base and standardize management. In the future, there will be a variety of camping styles such as park types, forest types, and island types. Camping brands should find a good positioning to provide more fine and higher quality products for people with different camping needs to enhance brand influence. At the same time, the tourism platform can use the supply chain advantages to integrate high -quality resources and help the coordinated development of camping enterprises.
(Reporter Chen Chen)
Product Recommendation: canopy dome tent