Outdoor hot pull new consumption
2022-07-04
"Camping fever is rising among Chinese urban residents." The Financial Times published an article on June 20, saying that under the epidemic, urban residents who were used to international travel went to the wilderness, which gave birth to a booming luxury camping and outdoor sports industry. "Fashion brands, sports brands and outdoor equipment retailers have caught the current trend of outdoor leisure." Steffi Noel, director of a consulting company in Shanghai, said. "Chinese consumers buy a lot of technological products and camping equipment during the shopping festival." Singapore's Business Times published an article on June 20, saying that China's e-commerce platforms said that during this year's "June 18" Shopping Festival, high-end household appliances and camping equipment ranked among the most sought after commodities by Chinese consumers. Many e-commerce platforms also said that the sales of camping equipment and outdoor equipment are also surging, driven by the increasing popularity of outdoor activities, especially by urban residents. In recent years, the popularity of outdoor leisure business represented by exquisite camping, outdoor sports and parent-child recreation has remained high. Under the background of the normalization of epidemic prevention and control, the upsurge of outdoor leisure sports (hereinafter referred to as "outdoor fever") has gradually formed a micro vacation trend characterized by short stay, high frequency, high attention and more play. This new type of consumption, which takes domestic leisure as the main body, links the international outdoor consumption trend, stimulates the supply of leisure equipment at home and abroad, and has the characteristics of continuous upgrading, shows the huge kinetic energy hidden in the consumption of Chinese residents. Behind the outdoor fever, there is the long-term potential growth of outdoor culture, the continuous increase of outdoor lovers, the continuous investment of the supply side for a long time, and the active cultivation of the media. These accumulations formed a special chemical reaction, which brought a free, casual and green living state to the public, and thus became popular. The outdoor heat reflects the new momentum of the recovery and development of the consumer industry. First, outdoor heat reflects strong market demand. The change of leisure style shows that the market has the need to seek a newer, more beautiful and better lifestyle, and can trigger an upsurge. Behind the outdoor craze is the shaping and improvement of consumers' capabilities, equipment and habits, and the readjustment of industrial resources and capabilities. These changes will give new connotation and vitality to the tourism and life service industry. Secondly, outdoor fever shows the realistic path of transforming green water and green mountains into golden mountains and silver mountains. Outdoor leisure turns every accessible good mountain, water and scenery into a consumption scene, which is the realistic portrayal of "green water and green mountains are golden mountains and silver mountains". Third, the outdoor tropics have become more frequent consumption patterns. The frequency of outdoor leisure is much higher than that of traditional tourism and vacation, which inevitably requires more effective resource organization, more variable marketing and operation, closer connection with families, and will inevitably precipitate more valuable resources and generate more operation and investment value. Fourth, outdoor heat forms a closer interaction between the upper and lower industrial chains. Outdoor leisure has a strong role in stimulating equipment sales, which has brought great development opportunities to outdoor equipment manufacturers. The upstream and downstream of the industry are more closely engaged, forming a new ecological relationship in the industry. Fifth, form a deeper online and offline connection. Offline activities are quickly and instantly transformed into online marketing "grass planting" content, bringing more traffic and guiding further offline consumption. Online and offline consumption content is spirally upgraded in this process. Sixth, form a more powerful content generation ability. Picnics, outdoor sports, family activities, cultural markets, cultural performances and other new activities are emerging from the outdoor leisure platform, forming a huge expansion space. Of course, the outdoor leisure industry also faces many challenges. First of all, there are a lot of problems in health, safety, water supply, garbage disposal, sewage treatment, epidemic prevention, fire protection, emergency rescue, reception and other aspects, especially in the spontaneous formation of outdoor leisure spots, there are many hidden dangers; Secondly, the product depth is insufficient, the content supply tends to be planar and homogeneous, and the ability to guide in depth is insufficient; Third, supply is fragmented and specialization is insufficient. To promote the better development of outdoor leisure, first, we need to deeply study the new logic of industry brought by outdoor fever, study and judge the connotation and extension of its high-quality development, and deepen industry and public services; Second, timely issue and implement industry standards, quickly improve the professional operation ability and comprehensive management ability of the industry, reduce environmental impact, and achieve sustainable development; Third, accelerate the development of high-level outdoor leisure products, form a number of influential outdoor leisure destinations and cities at home and abroad, promote the formation of professional and digital service platforms, and lead the development of the industry. (outlook new era)
Edit：Yuanqi Tang Responsible editor：Xiao Yu
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