With a product growth rate of 800%, is camping a "new lifestyle" a good business?
2022-05-07
Overnight, all the people in the circle of friends went camping. According to the latest data of marhoneycomb, camping enthusiasm is high during May Day this year. In the past week, the search heat related to "camping" has increased by more than 130% on average, and camping is the most active in Guangzhou, Sichuan and Chongqing. Obviously, after the "national skiing", camping has become another new way of life loved by young people from social media into reality. So, are these so-called "new lifestyles" a good business? How do entrants try to seize the business opportunities under the "tuyere"? 01 surge in sales, hot users, capital injection... Exquisite camping of "blowout" In fact, when we talk about camping, we need to add the word "exquisite" in front of it. From day to night, from building to enjoying, from drinking to eating meat, camping is no longer just a temporary shelter in multi day outdoor sports, nor is it a "survival in the wilderness" sport, but has become the protagonist and first choice of outdoor activities, which is related to aesthetics and lifestyle. There is no doubt that the reason why camping has changed from a small group to a "exquisite camping" tending to the public is due to the unexpected epidemic since 2020. On the one hand, in the era of normalization of the epidemic, the development of traditional tourism has been blocked, and the hot outbound and inter provincial tours in the past holidays have been forced to press the pause button. But it also inspires people's desire for nature and Tianyuan grassland, which is one of the backgrounds for exquisite camping to quickly enter the public. Therefore, the industry defines 2020 as the first year of China's new camping. More and more young people, post-80s, post-90s and even post-00s, begin to pay attention to and experience camping. Image source: wasp nest On the other hand, with the upgrading of consumption and the boost of social media, it has further accelerated and heated the exit of exquisite camping. According to the search data of 2022 Qingming holiday released by xiaohongshu on April 6, outdoor sports such as picnic, camping and frisbee have become popular topics for travel, of which camping increased by 427%. In addition, by the beginning of April 2022, 8.5 billion times of the topic of Tiktok \camping had been broadcast, 300million times of the camping channel of station B had been broadcast, and 2.12 million notes related to Little Red Book camping had been taken. On social media, camping equipment, camping clothes and camping food have become hot search words. Outdoor camping has become the hottest lifestyle and social currency. To some extent, it is also very similar to the upsurge of "bikini skiing" in the little red book during the Winter Olympics. "I want to go to the forest, because I want to live a real life. I want to live a full life, absorb the essence of life and abandon everything irrelevant to life. When I die, I won't find that I have lived in vain." Under the rendering of beautiful and exquisite pictures on social media, for everyone who catches up with KPI, exquisite camping is a Utopia from which they can escape. Therefore, this "new lifestyle" loved by the first and second tier young people knocked on the door of capital. Most of the "ABC camping country" that received millions of dollars of strategic financing this year, the "Hi King wild luxury camp" last year, and the "hot wilderness" that completed two consecutive rounds of financing were born in the "first year of camping" and won the favor of capital in the early stage of the project. 02 new business opportunities under the new tuyere, players have different entry attitudes In the March 8th promotion data released by Yonghui, the sales of outdoor camping products increased by more than 300% year-on-year. In addition, Ctrip data show that since the beginning of 2022, the growth rate of platform camping products has reached 800%. From January to early April 2022, the number of users who signed up for camping tours through Ctrip was more than five times that of 2021. It is certain that under this new outlet, from enterprises to platforms, and even some brands that have nothing to do with camping have entered the market and tried to find new business opportunities. First, "hardware" mainly refers to enterprises that develop and operate camping projects and provide supporting facilities. In fact, the above financing projects also represent several typical profit models of camping enterprises, especially in the new consumer market. ABC camping country, which has obtained the exclusive investment of Castle Peak capital, is the most comprehensive business, and its model is similar to the online and offline "camping collection experience store". Specifically, at present, "ABC camping country" has four main store types. Among them, "ABC camping country standard store" has rich and complete outdoor brand resources at home and abroad, and has constructed an outdoor lifestyle collection store with a professional and unique selection perspective. The product system covers different layers such as camping tents, outdoor cooking utensils, storage utensils, life accessories and so on; "ABC camping country black label store" is different from the "many and all" of standard stores, providing consumers with more minimalist and more visual impact of minority style camping brands at home and abroad. "ABC camping country coffee camping experience Pavilion" means a bit of "camping +". It creates camping experience space for users in the city, and self operates the brand of "nubo nubo". In addition to product retail and urban space experience stores, "ABC camping country" also operates a small number of camps to undertake the actual experience of users near the collection store. This is "ABC camping country outdoor camping experience store", which is why it is attributed to "camping collection experience store". In the other two projects, "Hi King wild luxury camp" is similar to "hot wild". Compared with retail, it currently focuses on offline operation. For example, according to public reports, "hot wilderness" is a camping brand from Sanya. At present, it mainly provides standardized experience packages for camping white lovers. The standard package is a one-day camping experience including afternoon tea, tent building experience, dinner, camp activities and breakfast, which costs 799 yuan / person. At present, it has more than 20 operating camps in China, distributed in Sanya, Wuhan, Beijing, Huizhou, Zhuhai, Shanghai, Fuzhou and other places, and continues to increase. The revenue reached 10 million yuan in the first half of this year. Finally, among the four funded projects, the only one was "naturehike" established in 2010. Different from offline operation, "naturehike" is a real e-commerce platform. According to reports, "nuke naturehike" is an enterprise that originated in China and provides one-stop outdoor equipment and travel products to the world. Since its establishment in 2010, it has been focusing on the development and sales of hiking, camping, mountaineering and other products, among which tents, tables and chairs, sleeping bags, air cushions and other products have won the first place in tmall's single category sales for many times. In addition, Nokia products are sold well in 68 countries overseas and won the title of tmall's top ten new brands of overseas domestic products in 2020. Obviously, compared with the illusory "lifestyle", Zhongding capital may focus on the actual product sales. Second, "software" mainly refers to some "unnecessary" supporting products that can improve the sense of exquisite camping experience. It is difficult to talk about "delicacy" in a tent. This exquisite camping related to aesthetics and experience must be supplemented by more "exquisite" experience and activities. Frisbee is a typical representative of "camping +" According to the market intelligence data of magic mirror, the sales of "ultimate frisbee" reached 9 million yuan in 2021, a year-on-year increase of 54.9%. In order to solve the problem of "eating experience", the popularity of exquisite camping also gives new growth opportunities to food related barbecue grills, small refrigerators / ice buckets, water purifiers and other products. Third, under "camping +", brands and platforms also like this new outlet. When the air outlet arrives, there is no reason not to enter the game, or there is no reason not to rub a wave of heat. The life art brand "Fauvism" has launched a series of new products limited to "dew and moss" in the spring of 2022, including camping mats, night lights and other camping supplies and three collection gift boxes. The mother and baby brand "BabyCare" launched the "free decompression strap". At the same time, it jointly launched the "little Explorer camping plan" with the brand "mugaodi Mobi garden", which adheres to the "camping professionalism". In addition, new consumer daily observed that, like skiing during the Winter Olympics, international luxury giants are also very keen to capture the trend of "camping" booming in China. For example, prada has opened a series of outdoor theme Time Limited stores in Shanghai, Beijing, Xi'an and other places. They are arranged according to different scenes in the garden or mountains. They are equipped with leisure tents, canvas lounges, daylight rooms and picnic areas, decorated with various green plants and flowers, to convey the leisurely atmosphere of escaping the city. In addition, iqiyi, a long video platform, has also made a variety of "camping together", which is jointly signed with trendy people, trendy play, trendy land and trendy brands to create a trendy camping plan. From skiing to camping, is a new lifestyle a good business? From hardware and software to cross-border brands and platforms, but is exquisite camping really a good business? To some extent, in the view of new consumption daily, today's exquisite camping fever is somewhat similar to the national skiing fever before and after the Winter Olympics. First of all, they are typical representatives of "young people's new lifestyle" under the trend of consumption upgrading; Secondly, it has social and sharing attributes, which can be regarded as an obvious "interest circle"; Finally, on the occasion of the "first year of camping", the number of entrants surged and the capital injection accelerated. But they also face several similar problems. 1. Both belong to high threshold and high price, and belong to the initial stage of industry development Obviously, sitting in the park and laying a picnic cloth is not the exquisite camping that consumers "yearn for", nor is it the camping way that camping enterprises want to see. The "exquisite camping" crowd, mainly in the first and second tier cities, spends a lot, whether it's carrying bags or bringing their own equipment. Source: magic mirror Market Intelligence According to the market intelligence data of magic mirror, for the equipment Party, the average price of a full set of camping equipment (including canopy, tent, moisture-proof pad, sleeping bag, tables and chairs, lighting, mattress, stove and Campervan) is about 2700 yuan. If it is self driving, the cost will be higher. For the bag carrying party, according to the standard of a family of three in Beijing, the travel charge of two days and one night in the camping base is between 1500 ~ 2000 yuan, and the charge of some high-end camps is more than 3000 yuan. Obviously, for the bag party, the cost of an exquisite camping trip is not low; For the equipment Party, whether it can realize the freedom of equipment, set up tents smoothly and build its own "perfect camp" is a problem in front of it. In addition, the data show that in terms of camping, the market penetration rate in the United States is about 15% and that in Japan is about 10%. As for the situation in China, the founder of "hot wilderness" revealed in a recent interview with bright company that at present, the population penetration rate of the exquisite camping industry is less than 1%, and its brand has served nearly 50000 users in more than a year. Although the increment has been happening all the time, another problem is that since the gradual warming of skiing in China around 2016, it will also be compared with the United States, Japan and other countries when exploring the domestic skiing market. Now, many years later, even after the "Winter Olympics upsurge", the penetration rate of the domestic ski market is still lower than expected, and it is still dominated by "experience" skiing. To some extent, camping may face a development trajectory similar to skiing,
Edit：Li Ling Responsible editor：Chen Jie
Source：NewConsumerDaily
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