? ID：business-data school (id: business-data)
Text | Xie Yijing
Editor | Wen Bin
You can’t go anywhere on May Day, so go camping.
Near May Day, camping, which has been popular among young people, has become more and more popular, and many outdoor brands have experienced the situation that "one tent is hard to find".
In the flagship store of outdoor brand Mugaodi (603908), a series of camping equipment such as tents, awnings, outdoor chairs, outdoor mats, etc. are marked with gray "out of stock" labels.
Even the more common outdoor lanyards show that they are out of stock, and no one is spared. Netizens fully reflect what "sweeping" shopping is.
▲ Source: A brand Tmall flagship store
According to Ctrip’s data, the orders for camping trips during the "May 1" holiday increased by five times compared with the Qingming holiday, and the average daily search volume of related keywords in the station increased by about one time in April.
There is no need to say anything about the fire of camping. Since the outbreak in 2020, camping has gradually entered the public’s field of vision and become the mainstream choice for outdoor activities.
According to the data of Ai Media Research Institute, in 2022, the market scale of camping camps in China is expected to increase by 18.6%, and the market scale will reach 35.46 billion yuan.
The scale is large, and the number of people entering the game has become more. As of March this year, there are over 41,000 campsite-related enterprises in China. Among them, the number of new enterprises in 2021 is nearly double that in 2020. From October 2021 to March 2022, nearly 10,000 camping enterprises were added in half a year.
In the past two years, some head brands have also run out of the camping track. At the end of 2021, the camping brand "Hot Wilderness", which was established only one year ago, received RMB financing of tens of millions for two consecutive times. In March 2022, the camping brand "Hi King" also received a million-level angel round financing.
In the crowded camping track, how should the practitioners in deus ex take advantage of the situation to continue the camping craze? What are the living conditions of the new business people who follow the trend, and how much can they get in this red sea?
01
B&Bs, coffee shops, tour groups,
Everything can be camping.
In the second quarter of last year, the outdoor brand Mugaodi did not release any new products, nor did it do any promotion, but its share price doubled. On April 18th, the stock price of Mu Gaodi went up again, which means that Mu Gaodi ushered in the eighth daily limit within one year.
Zhu Xian, founder and CEO of Hot Wilderness, told Business Data that "before the outbreak of the epidemic in 2020, domestic players had been camping for a year or two." Camping before the epidemic is not an unpopular project, but it has already formed the business logic of acting as an agent and selling outdoor equipment.
However, it is undeniable that the epidemic has indeed become an opportunity for the rapid outbreak of camping, and it is also a factor for Zhu Xian to decide to start a business.
The epidemic brought Zhu Xianyuan’s outbound travel into a state of suspension. On his journey to the northwest, he found a problem: "The scenery on the road is beautiful, but there is no post station to stop and sit down, and there is no infrastructure to meet the supply."
▲ Source: Xiaohongshu
In order to solve the demand, Zhu Xian began to purchase camping equipment. "At that time, I listed the purchase list, and I found that it took nearly 100,000 yuan to purchase a full set of equipment. 100,000 yuan, how many times do I have to camp to get back to this? "
Zhu Xian realized that the high entry price, the patience to arrange nearly 200 pieces of equipment, large and small, and enough vehicle space have all become the "threshold" for camping. But in this "stand-off", Zhu Xian found a way out.
After returning from the northwest, Zhu Xian’s ideas and ideas of starting a business became clearer. The cost of equipment must be saved from other places. The countryside has become the key to solving the problem. "Camping can not only revitalize the idle beautiful resources in the countryside, but also reduce the cost."
Taking the right route to reduce costs, the annual revenue of the hot wilderness reached nearly 20 million yuan in 2021.
Coincidentally, another head camping brand, Hi king, has also made great efforts in site selection. They often choose scenic spots with a population of more than 3 million and a camp within 80 kilometers of the city. This can not only dispel customers’ worries about the long distance, but also borrow the infrastructure and traffic of the scenic spot.
The "camping economy" is far more than equipment and camps, and even the downstream service industries such as homestays, coffee shops and tour groups want to take a look at the heat of camping.
A shared homestay in Chengdu, with four rooms. After the camping explosion, they just put two tents on the outdoor balcony, and added the keyword "campsite" to the online booking title, and priced it at 45 yuan for one night, which actually became an explosion "room".
More customers commented on the platform and praised: "It has a very good experience and feels nature."
According to the data of PMS tool platform, the average house price of camping class exceeds the average house price of homestay by 340 yuan/night. This directly prompted the average room number of camping businesses to be about three times that of B&B in 2021, and the surge in camping also included the transformation of B&B businesses.
Fang Wei (pseudonym) opened a garage in Jingdezhen. After he often brushed camping content on social software, he began to stare at the grass parking lot in the county.
"The county is full of local people, so they can park their cars downstairs, and few people will spend money on parking." But in Fang Wei’s eyes, this parking lot is a natural camping base.
Fang Wei spent a total of 440,000 on renting land, buying tents and buying equipment. On the first day of business, riders came to join in. "It was advertised in Tik Tok before business, and nearly 200 people came on the first day."
Fang Wei’s camping base is divided into basic area, firewood area, exquisite area and luxury area. The number of people in the area is charged, and everyone’s charge is in 30 yuan -80 yuan. The regional minimum consumption is limited to 200 yuan -500 yuan. "On the first day of business, I earned more than 5,000 yuan, which is more than working in a repair shop for two weeks."
In addition to the enthusiasm of individual businesses for camping, even tour groups want a piece of the action.
Nowadays, more and more tour groups have added words such as "camping at the top of the mountain", "outdoor camping" and "starry sky camping" to their projects. May Day hasn’t arrived yet. More than 1,000 people have purchased the tourism projects with the keyword "camping on the top of the mountain" on the US delegation, and the sales volume has surpassed that of most similar tour groups.
Many cafes have begun to appear in the market decorated in camping style, and even the TV screen can see many camping shadows. Programs such as Hello Life, Let’s Camping, and Romantic Travel of Wife have changed the traditional variety form and set the background in the campsite.
▲ Source: William Chan Chaohua, variety show "Let’s camp together"
Camping seems to have become the "koi fish" of all walks of life. As long as you get involved with camping, you can make money.
02
Is the camping business "money" like a brocade?
The wind of camping has heated up the whole industry and industrial chain, but can the camping track really be "rich"?
After the explosion of camping, there are 30,000 registered camping-related enterprises in 2021, and the number of small businesses that are not enterprises or brands will only be even more amazing. But among these groups, how many people rub the heat and cut leeks? How many people really want to do outdoor camping?
With more and more enterprises and businesses entering the market, the camping market has become mixed and mixed.
In the little red book, there will always be "pulling grass", "being pitted", "poor environment", "poor hygiene" and "stepping on thunder" in the notes related to camping.
Take a customer who spent 328 yuan to experience camping in Dujiangyan as an example. He saw on the US delegation that there was only one room left in the camp, so he bought it in a hurry, only to find that none of them had been sold.
Moreover, compared with the network map, the real camping site is the camping version of "cheating". The customer said, "The site conditions are extremely bad! There are mosquitoes everywhere! Toilets are made of plastic sheds! "
There are not a few businesses that cut leeks by camping heat in the market. Just like this, the camping market is becoming more and more turbid, which makes more people worry about experiencing camping.
However, the camp operator wanted to vindicate himself. The outdoor campsite operated by Fang Wei suffered from rain in the first half of the year because it was located next to the reservoir.
The tent is always wet because there is no foundation construction. During the rainy season, the situation is even more serious. "As soon as the water rises, you can’t even cross the road." Fang Wei calculated an account again. "Because of agricultural restrictions, there is no way to pour cement on this land, so we can only make a platform off the ground, one square meter in 280 yuan."
Now more and more parent-child customers come to the camp, and business is booming, but Fang Wei is not happy. "Next to the reservoir, I worry about whether the child will drown every day." Security guards and fences are required, which is a new expense.
"To solve these problems, at least more than 200,000 yuan will be invested." Fang Wei is quite helpless. In his view, professionalism is linked to the invested funds.
Some customers have a "poor experience" of camping, such as potential safety hazards, inadequate mosquito control, bad environment and poor equipment quality.
▲ Source: Tik Tok Account: @ Hangyouku Street Dance Shantou
Even the hot wilderness with "exquisite camping" as its selling point was actually not exquisite at the beginning. Zhu Xian recalled, "At that time, customers often complained that the toilets were not sanitary enough and the catering line was not well done."
What is the most important thing in camping?
Zhang Qi, chairman of Himalayan Outdoor Products Co., Ltd., once gave the answer to this question. "If scenery and environment are the reasons for consumers to come, then quality and experience are the core for consumers to pay and repurchase."
Zhu Xian also gradually grasped the core of the problem. While inviting KOL in the community to experience camping, he paid great attention to the complaints and suggestions of ordinary users on the hot wilderness.
Open source is more important than throttling. Only when more and more customers are pouring in, and with the continuous improvement of service quality, can we persist in the "marathon" of camping.
03
Is camping fever sustainable?
Looking around, tents can be seen spreading like weeds on lawns, lakes and mountains. How long can camping heat "keep warm"?
▲ The picture comes from the Internet.
"There is a key word for outdoor, which is called functionality." Zhu Xian said.
According to the data of China Research Network, in 2020, the revenue scale of the global outdoor products market will be 161 billion US dollars, and it is estimated that the revenue scale will reach 224.6 billion US dollars by 2025.
Among them, outdoor clothing can be regarded as a sudden emergence. It is estimated that the outdoor sportswear market in China will reach 300 billion yuan in 2023, and it will become a highly competitive potential stock in the apparel track in the future.
The good development of outdoor products proves that the domestic market attaches importance to functions.
Different from most ornamental clothing, the question area of outdoor clothing always appears "What is the windproof and warm-keeping effect?" "Is it light to run?" "How about waterproof?" Wait for questions.
Xiao Hongbo, the head of the first outdoor brand in the United States, once said in an interview that "cost-effective, fashionable appearance, exclusive technology and materials have made outdoor products recognized by consumers and the market share has increased rapidly."
▲ The picture comes from the Internet.
When camping and outdoor products are screened on various social platforms, such as friends circle, Little Red Book, Tik Tok, etc., the voices of singing bad camping are becoming more and more.
The saying "When the epidemic is over, camping will be cool" can often be seen on various platforms.
Lu Qi, deputy director of the Cultural Tourism Industry Research Center of Shandong University of Finance and Economics, analyzed that camping culture has a long history and will always exist, but because "everyone’s travel is still based on enjoyment", the hope of camping becoming a popular tourism is still slim.
In the eyes of practitioners, the emergence of multiple voices is normal. "When a thing develops at a high speed, there are always people debating whether it is good or not, but camping has begun to change everyone’s lifestyle."
"When short-sightedness occurs frequently, it takes away users’ time on other platforms, and finally brings huge traffic and commercial value. And camping is to take away two of the most precious weekends of the seven days of the week. "Zhu Xian said.
Does the logic of short videos also apply to camping? Only time can give the answer.
– FIN –
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