During the May Day holiday, relevant regulations need to be promulgated as soon as possible. In order to standardize the development of camping economy and avoid all kinds of chaos, Shanghai, Hunan and other places have successively issued relevant regulations. During the May Day campfire, relevant regulations need to be issued as soon as possible.
During the May Day holiday, relevant regulations need to be promulgated as soon as possible, and the five-day May Day holiday will end. Judging from the data released by various online travel platforms, camping and homestay have become the well-deserved "top stream" of May Day. The popularity of camping has directly promoted the development of camping economy.
However, the reporter's investigation found that the software and hardware facilities behind the "camping fever" did not keep up. For example, the infrastructure of some campsites is not perfect, and problems such as garbage disposal, toilet construction and open fire barbecue attract attention. In addition, tent building, outdoor protection and emergency management have not been popularized.
Since the epidemic, long-distance cross-city and inter-provincial travel has been restricted, and local tours and Zhou Bianyou are more popular. Bringing family and children, setting up tents and laying picnic mats in parks or green spaces not far from home has become a new form for many urban white-collar workers to get close to nature.
Citizens are camping on the park lawn.
Some businesses smell business opportunities and have entered the track of camping economy, from the production and sales of tents and other related facilities to the construction and operation of camping sites, and so on. However, as mentioned in the report, camping is becoming more and more popular and the market is growing. At the same time, the corresponding industry chaos and hidden dangers are also growing.
For example, on the one hand, there is a blowout of camping demand, and on the other hand, there are insufficient camping sites planned and operated, which leads many people to "camp" in some sites that are not suitable for camping or even prohibited from camping, leaving all kinds of garbage when they leave, destroying the ecological environment; Even if camping in some underdeveloped areas, the lack of safety protection facilities may lead to various dangers.
Whether some officially operated camping bases meet commercial norms and safety standards is also a problem. There are many people on the Internet, some campsites charge fees, or the facilities are poor, and there are not enough parking spaces and toilets, which gives tourists a bad experience; There are also campsites with imperfect safety protection and emergency management, and there are also many hidden dangers.
These barbaric growth chaos is the result of the rapid development of camping economy and the failure of industry norms to keep up in time.
In fact, from the upstream production of tents and other facilities to the downstream camping base to provide camping services, the industrial chain covered by camping economy is very long, but in the context of demand blowout, all links in this industrial chain lack corresponding constraints and norms. Even tourists may not have professional knowledge and awareness of self-protection.
Taking camping sites as an example, what land use standards and approval procedures do commercial camping sites need to meet? What should be the sanitary conditions and supporting services? Many of them are still in a blank area and there is no evidence to follow.
Just these two days, some media reported a case. The 20-mu network celebrity tent camp in Nanning Economic Development Zone is facing demolition on the grounds that relevant procedures have not been handled. But in fact, the operator has consulted before, and the answer is "build a few tarpaulins at will, without applying for construction or approval". The lack of standards in the land use approval process is, in the final analysis, the result of the lack of industry norms.
In fact, in order to standardize the development of camping economy and avoid all kinds of chaos, Shanghai, Hunan and other places have successively issued relevant regulations. However, according to reports, the popularization and publicity of these regulations obviously need to be strengthened, because many camping enthusiasts are not clear about the relevant regulations and policies.
On the other hand, considering that the demand for camping is still growing at a high speed, it is necessary to introduce industry-wide norms or standards as soon as possible on the basis of local exploration, and form a set of operable industry standards in land use approval, safety management and price system, so that the production and business activities of businesses, including tourists' camping behavior, can be effectively restrained.
In the context of the normalization of epidemic prevention and control, a small tent will be a form of going out for many people to get close to nature. Only when the industry is on the track of benign development will camping really bring you a wonderful experience of "poetry and distance".
Camping fires occurred during May Day, and relevant regulations need to be issued as soon as possible. 2 With the short video of camping "occupying" the circle of friends, camping equipment is selling well, and camping in country parks is "hard to find", and camping is completely on fire.
Camping fever has gradually warmed up, and orders for related products have increased substantially.
The first quarter is often the off-season of domestic camping, but with the normalization of epidemic prevention and control, camping, a leisure way close to nature, is gradually more attractive than traditional tourism. According to the Guo Xin Securities Research Report, in the first quarter of 2022, the turnover of Tmall outdoor tents increased by over 100% year-on-year, among which large tents and awnings more than doubled year-on-year. From 1 to the beginning of April, the number of users who signed up for camping tours through Ctrip was more than five times that of 202 1, and 90% of the consumption in the camp was the demand for equipment.
During the May Day holiday this year, camping fever was once again on fire. According to CCTV financial report, the booking volume of camping related products (accommodation and tourism) during the May Day holiday this year is about three times that of last year. Leisure camping in city parks and exquisite camping in suburbs 1 2 nights are popular choices for tourists. Among them, Guangdong, Zhejiang, Sichuan and Hubei are the most popular, and the post-80 s and post-90 s and parent-child groups are the main force of camping tours, accounting for nearly 90%.
The scale of camping industry will exceed 35 billion yuan in 2022.
The rise of camping industry has attracted the attention of venture capitalists. 202 1, 1 1, the camping brand "Hot Wild" has raised over RMB 10 million for two consecutive rounds. In March of this year, the chain camp brand hiking wild luxury camp received millions of angel rounds of financing, with a valuation of tens of millions of yuan. On April 6th, Ke Nuo, an outdoor equipment brand, completed financing of nearly 1 100 million yuan. Enterprises that get financing mainly focus on camp operation and outdoor equipment.
The data shows that the market scale of camping industry reached 29.9 billion yuan in 20021year. It is estimated that the market size will exceed 35 billion yuan in 2022. The insiders believe that under the epidemic situation, camping as an alternative demand shows a strong growth momentum due to the low investment threshold and large market demand in the camping industry.
Concept stocks rose across the board, and four camping concept stocks rose daily.
According to the statistics of Securities Times and Datanewspaper, there are less than 10 companies in the A-share market. As of the close of May 5, camping concept stocks rose across the board, and four stocks including Jihua Group, Sanfu Outdoor, Zhejiang Yongqiang and Mugaodi had daily limit.
Sanfu Outdoor has 48 direct chain stores in 18 cities nationwide, and acts as an agent for more than 300 high-end professional outdoor sports brands at home and abroad. Products cover skiing, running, hiking, mountaineering, camping, go on road trip and other outdoor scenes. On April 29th, the company said on the interactive platform that at present, it mainly sells high-value' light luxury camping' products, mainly offline sales. Recently, the sales of camping products in some stores of the company account for about half.
Pathfinder said on the interactive platform on April 22 that it will continue to develop equipment and peripheral products around the concept of exquisite camping, and change and upgrade the product style; Continue to launch joint camping products. In terms of product categories, layered and diversified design is different from traditional camping and convenient camping, and products such as high-end multi-person cotton tents, exquisite camping lightweight tents, leisure camping, and quick account opening for parent-child families are introduced.
Mugaodi is a leading enterprise in outdoor industry in China. Its main business includes OEM/ODM business of operating its own brand MOBI garden and camping tent. In 202 1 year, the company's tent and equipment income was 77 1 10,000 yuan, accounting for more than 80% of the total income.
Shuangqiang Technology said on the interactive platform on April 26th that the daily dining kitchenware products such as portable tableware bags produced by the company are suitable for outdoor camping products, and the company will actively pay attention to the development of related businesses.
It is necessary to issue relevant regulations as soon as possible to use fire in camping during May Day. On May 5th, Xiaohongshu, a living community, released May Day holiday data. It shows that camping fever has risen sharply for the third consecutive year, and the cities and people involved in camping are more generalized. "Camping+"has attracted the attention of the industry.
During the May Day holiday this year, local tourists and Zhou Bianyou once again became the main force. Camping around the city or even not far from home has become the highlight of this May Day holiday. Xi Du Yi Ruins Park, Hangzhou Hu Xiang Scenic Area, etc. Campers' tents and awnings are everywhere.
The data shows that after the search volume increased by 290% year-on-year during May 1st in 2020 and by 230% year-on-year during 20021May 1st, the search volume related to Little Red Book camping increased by 746% year-on-year. This means that camping fever has increased sharply for the third consecutive year, and it has shown an accelerated outbreak trend.
The person in charge of the travel content of Xiaohongshu said that from the data in Xiaohongshu during May Day this year, three obvious changes have taken place in camping compared with the previous two years.
First of all, camping fever extends from the south to the north, from the first line to the second, third and fourth tier cities. Generally speaking, camping in southern cities is more popular, but during May 1 this year, the attention of camping in northern cities such as Xi, Qingdao and Shenyang increased rapidly. Among them, Xi 'an camping search volume increased by about 18 times, and Qingdao increased by about 20 times. The growth rate of search volume in second, third and fourth tier cities exceeded the national level.
Secondly, the participants are more general. Camping is no longer just a new way for young people to play. The proportion of people camping in the family has increased, and parenting education has become an important purpose of family camping.
Third, camping has become an entrance to attract young people to participate in outdoor life, and "camping+"has gained more attention. During May Day, outdoor sports closely related to camping, such as frisbee, hiking, cycling, road cycling and paddle sports, have greatly increased their popularity. More young people participate in outdoor life through camping, and camping has become more energetic. The data shows that during the May Day period, the search volume related to frisbee increased by about 40 times year-on-year, and that on foot increased by about 4 times.
At the same time, camping+script killing, camping+market, camping+homestay, camping+parenting education and other "camping+"modes have also received more attention in the industry.
In view of the new trends and changes in camping, Little Red Book Brand for the Future published a research article on May 5th, indicating that the camping market in China is entering a growth period. For camping equipment merchants, branding and personalization come at the same time.
In the analysis article "Little Red Book Will Brand the Future", it is pointed out that the outdoor sports sought after by young people in Little Red Book actually hide a "popular" model: gender-friendly and novice-friendly; Social attributes; Can be "released", remarkable and interactive-the popularity of style camping in the world in recent years is largely due to the desire to share on social media.
The study emphasizes that using camping craze to build a future brand in camping field needs three elements: first, establish the influence of main products, drive explosive categories with large single products, and finally form a brand effect; Secondly, products need to be developed in series; Third, the cultural connotation behind camping products will become more and more important, and brands should pay attention to conveying the cultural connotation behind products.
According to the person in charge of Xiaohongshu's travel content, after more than two years of operation, Xiaohong Library has rich camping content, and has completed the closed-loop transaction of camping site reservation and camping equipment purchase. Under the content and trading ecology of Little Red Book, more and more outdoor emerging brands are accelerating their growth. On April 28th this year, the "Little Red Book Camping Season" was launched, which facilitated more people to understand and participate in camping.
In addition to camping, enjoying flowers in the park, visiting the market and watching exhibitions have also become ways for people to spend May Day without going far away. Chongqing Silver Salt Retro Market, Hangzhou Tianmu Mountain Market and Guiyang Qingyun Market are all welcomed by local people. At the same time, home cooking and family fitness have also become popular choices for young people on vacation.