Gifts / Sports & Toys

During the Mid-Autumn Festival holiday, exquisite camping was screened in many people's circle of friends. "The tents for the small and long holidays were basically booked a month ago, and the reservations for the National Day holidays are relatively short." A reporter from the Securities Daily learned from the person in charge of a campsite in Lin'an, Hangzhou.

Different from the conventional camping for outdoor hiking enthusiasts, exquisite camping, which pays more attention to the quality of travel, is gradually becoming a trendy lifestyle and promoting the rapid development of related industrial chains.

Multiple factors give birth to a new track

"I have always wanted to go camping, and a few friends went to experience it together at my instigation." In September, when the autumn was high and fresh, the post-90s financial practitioners who had no outdoor experience came to a meeting and left. Camping trip, "The campsite can provide a full set of camping facilities, set up tents and bedding, barbecue equipment, fresh ingredients and drinks, you only need to bring your carry-on luggage."

With the gradual improvement of camping equipment, exquisite camping got rid of the original hardship. In addition to equipped with mobile toilets and showers, charging, 24-hour hot water, etc., some camps can also provide entertainment facilities such as projectors, stereos, frisbees, and board games.

Columnist Huang Tao told a reporter from the Securities Daily: “Exquisite camping is very popular. From the perspective of the supply side of the tourism industry, some companies and practitioners have seen demand and improved service quality and equipment. Some camping businesses provide all-inclusive Goods and services are well adapted to the needs of tourism, and they are forward-looking and innovative."

According to the data from Tianyan Check, as of September 23, 2021, there are more than 29,000 "campground" related enterprises in my country.

Song Qinghui, chief economist of Qinghui Think Tank, told a reporter from the Securities Daily: "With the improvement of people's economic and living standards, everyone has begun to pursue high-quality outdoor camping, so exquisite camping came into being. In addition, camping can bring it to life. People's closest contact with nature also helps prevent and control the new crown pneumonia epidemic, which can be described as killing two birds with one stone."

A senior event planner from a well-known advertising company told the "Securities Daily" reporter: "The camping, which was originally considered a niche group, is becoming more and more popular. One of the big reasons is that young people want to escape the hustle and bustle of the city during their holidays and pursue outdoor experiences. Comfort."

"From the perspective of tourist demand, the scattered epidemic has caused concerns. Tourists are more yearning for an open environment and being close to nature. Consumption upgrades have become a trend, especially for'one old and one young.' Well, the family has accumulated a lot of wealth, loves beauty and loves life, and has the need for exquisite camping, and will pay more attention to the quality experience in the travel process." Huang Tao said.

"There are already many campsites in the suburbs of Shanghai, Hangzhou, Nanjing and other cities, with prices ranging from a few hundred yuan to a thousand yuan, which can satisfy most people." The aforementioned planner told reporters, "in Yunnan, Xinjiang and other regions. In addition to the snow-capped mountains and the natural beauty surrounded by mountains, some campsites are very well-equipped. You can even take a bath in a tent and watch the starry sky. The price is anywhere from two to three thousand yuan, or even four to five thousand yuan."

Camping surrounding industries welcome rapid growth

In recent years, China's outdoor sports industry has entered the fast lane of development, and many well-known domestic brands such as MU Gaodi and Sanfu Outdoor are developing in full swing. As the "camping style" has become more and more prosperous, the performance disclosed by listed companies in the camping industry chain has increased significantly since the beginning of this year.

MU Gaodi, a listed company specializing in outdoor equipment such as tents and sleeping bags, and outdoor apparel such as jackets and hiking shoes, achieved a net profit of 5,429,700 yuan in the first half of 2021, exceeding the entire year of last year and an increase of 41.82% over the same period last year. Zhejiang Nature, which specializes in outdoor products such as inflatable mattresses, outdoor luggage, and headrest cushions, achieved a net profit of 137 million yuan in the first half of the year, a year-on-year increase of 44.73%.

The relevant person in charge of MU Gaodi told the "Securities Daily" reporter: "Cooperating with campsites to provide them with outdoor equipment will help the brand increase its offline exposure and expand its potential customer base."

Market research company ReportLinker believes that by 2027, the Chinese camping equipment market will reach a scale of 15.9 billion US dollars, with a compound annual growth rate of 9.1%.

Song Qinghui said: "With the rapid development of my country's economy and the sharp increase in demand from the middle class, my country's camping consumer market will show great potential and development prospects are very broad."

Huang Tao is also optimistic about the prospects of the camping track: "The camping fever is expected to continue to drive related industries. Camping will also promote the sales growth of entertainment equipment, and drive industries such as smartphones and video tools."

The aforementioned advertising planner stated that he has planned a number of camping activities for a well-known car company this year. “Keywords such as freedom and exploration in the camping culture are in line with the tonality of many brands, and more and more brands have started Seek to enter the camping industry".

In fact, more capital is pouring into this new track: Real estate companies such as World Trade Center, Vanke, etc. have begun to get involved in camping through cooperation and other means; and a number of emerging camping companies such as Hot Wilderness, ABC Camping, and Outland have sprung up like mushrooms after the rain.

"Exquisite camping still needs to continuously accumulate successful experience and improve and perfect, such as how to do a good job in safety management, sanitation management, and personnel management to prevent and reduce unnecessary disputes and contradictions. Combining the characteristics of both ends of supply and demand, constantly sum up experience, explore and establish a stable The operating mechanism and necessary specifications.” Huang Tao added.

The relevant person in charge of MU Gaodi told reporters: "MU Gaodi will be committed to promoting the civilized and sustainable development of China's camping industry. In the future, with the continuous improvement of industry infrastructure and the continuous improvement of public awareness, the camping market consumption prospects It is expected to open further."