Source: China News Weekly
Author: Meng Qian
"May 1st is expected to travel 2400,000 people", "Which city is empty" "Is May 1st Crazy this year" ... According to predictions, there will be more than 240 million people travel during the May 1 holiday of this year, and the tour order will also hit the fifth.The highest year old.From the search for big data, the cities with the top geography of tourism destinations are Beijing, Hangzhou, Dali, Xiamen, and Xi'an. It is difficult to find a number of cities in multiple cities.
However, while tourism is hot, camping, an outdoor activity that was once popular during the epidemic, seems to withdraw from the center of many people's circle of friends and the market.Earlier, "the tide of camping closure" has become a hot topic of nearly a month. Many media reports have difficulty in operating camps. This business is getting worse and difficult.
During the May Day holiday this year, a number of OTA platforms released tourism -related data, but the relevant content of camping was almost invisible.Many people in the industry said that the camping has indeed decreased, which is not as good as the previous two years.After the epidemic control is liberalized, consumers' travel choices have become diverse.
However, according to the statistics of multiple platforms, the market in the camping market is still growing. In addition, various cities have successively introduced new rules for camping, and the development of the entire industry has become orderly and compliant.Some practitioners have pointed out that camping has just started in China, and there is still broad development space in the future. The current player withdrawing is a "healthy washing".
Camping heat decreases
Beijing's white -collar Zhang Ying chose "people from the public" this year and went to Hangzhou for vacation.Even if the high -speed rail ticket is difficult to grab, the accommodation price has doubled, and the tourists in the scenic area are full, but she has not been looking forward to traveling for a long time.
Last year, she was fascinated by camping.Because the epidemic did not dare to travel casually, she and her friends chose to go to the camping camp in the suburbs of Beijing to have a vacation with nature.At that time, the entire camp was full, and one was difficult to find.She asked the camp this year, and there were rest.
Yu Qing, who spent thousands of dollars (RMB, the same below), told China News Weekly in Camping equipment such as tents, camping cars, and other camping equipment that they had drove to the suburbs with friends before, but most of the friends who went to camping this yearI chose to travel across provinces or travel abroad.However, Qing also mentioned that occasionally goes out of camping on weekends, and often go to the camps sometimes hot and need to book in advance.
According to the data of Meituan and Volkswagen, in early March, the number of camping related search volume increased by 450%year -on -year, and the number of notes increased by about 300%.According to Ctrip data, the amount of domestic camping products has increased by 135%year -on -year since March 2023.However, there are also media reports that as of March this year, Xiaohongshu related camping notes have not only increased, but even a tendency to decrease.
A staff member of an OTA platform also said that this year's entire platform has low attention to camping. On the one hand, there are not many special products, and on the other hand, the amount of large markets increases less than tourism.He emphasized that the May 1st is going out and the camping data will not be particularly ideal.
In fact, in the consultation of China News Weekly, many camps in Beijing have said it is not yet full.The camp operators told China News Weekly that this year's reservation was not full this year, and almost every day during the May Day holiday.
It can also be seen from third -party prediction data that the camping market ushered in the outbreak during the epidemic period. After the liberalization of the epidemic control, the growth gradually returned to rationality.Ai Media data shows that the size of the Chinese camping site in China from 2014 to 2021 increased from 7.71 billion yuan to 29.90 billion yuan, with a compound growth rate of 18.5%.In 2021, the market size of the camping ground increased rapidly, with a growth rate of 78%.The growth rate is expected to decrease by 18.6%in 2022, and the market size will reach 35.46 billion yuan.
Ai Media Consulting CEO Zhang Yi told China News Weekly that the camping was particularly popular in the past two years. May Day, National Day, and even the whole summer vacation were full of people.This is because camping and outing are almost the only choice for most people at that time.However, from the data of this year's May 1st survey, the domestic travel during the May Day holiday has a peak.
"Camping is an outdoor way of traveling during the epidemic. With the re -hotness of the tourism market this year, the popularity of camping has decreased significantly." Liu Hanqing, director of investment in Locke Capital, said that the epidemic catalyzed the development of the camping market for three years.Pursuing more personality and freedom, more and more loved outdoor activities, which also gives many people a way of leisure.The tourism market and camping are actually strong. The hotness of the tourism market may also drive the development of a number of camping camps. Of course, these camps will also make these camps more "rolled up."
The day of "a tent can sell hundreds of dollars" passed
In the spring of 2023, after the changes in the epidemic policy, tourists generally believe that the industry will usher in recovery.The camping platform to CAMP stopped the service in March. One reason was that Mide had no benefit in solving the needs of camps and enthusiasts, and the other was that the financing plan failed to succeed.As a platform for the idle camping space and camping consumers, before the shutdown was closed, about 3,000 camping resources were launched, and there were more than 600,000 members.
In the past few years, the number of enterprises related to camping has increased significantly. Related data shows that in 2020, more than 12,000 newly registered enterprises have reached more than 10,000; in 2021, more than 21,000 newly registered enterprises have reached more than 21,000, and more than 20,000 have exceeded 20,000.In 2022, new registered companies exceeded 30,000, reaching more than 33,000.
"The money camping in the epidemic in recent years has been earned too well, and a tent can sell hundreds of thousands of dollars." Zhu Xian, the founder of the hot wilderness, told China News Weekly that the industry suddenly emerged during the epidemic situation.Now that the tourism industry is released, it is rapidly iterated in the camping market.
The hot wilderness was established in 2020. It has continued to expand the scale of business in the past three years. Zhu Xian said that this year's camp has exceeded 100 yuan.Talking about the business situation, he revealed that the camp booking volume operated by May 1 this year was relatively stable, thanks to the small camp area, the brand power and the community construction were better, and many consumers would repurchase.
A Beijing head camp operator told China News Weekly that in fact, this wave of "closure" began last year, and more and more camps have been closed since spring.He believes that the facilities and services of these camps are generally not good at home, there is no way to generate repurchase, and consumers often do not go again after once.However, he also said that orders this year declined significantly compared with the same period last year, and some monthly orders were cut for half.
Tang Camping, the manager Yang Shuo, revealed that one week before the May Day holiday, all camps had been reserved.In his opinion, even if there is no "content", even if there is no "content", even if there is no "content", there will be no favor of consumers without "content".
"Camps that have no 'content this year will definitely be eliminated." Yang Shuo pointed out that the development of camping camps today must pay attention to the brand.The collection, "No matter how good a camp is, you won't go every day". What can attract consumers is the format of camp products.
In addition, he also noticed that many operators of open camps may be transformed from many catering operators and tourist practitioners during the epidemic. In fact, it is not really understood the industry of camping: in terms of ideas, "camping is barbecue."Investing is for short -term returns; in terms of equipment, do not understand that many equipment such as tents or sky curtains need to be put away, the loss rate is improved, and at a loss, it is operated at a loss.
Wei Xiang, a researcher at the Institute of Finance and Economics of the Chinese Academy of Social Sciences, believes that the overall trend of camping during May Day is the diversion of the May Day holiday tourism, and on the other hand, it has always faced a single format for camping in recent years.Adjustment.
"from Europe and the United StatesFrom the perspective of the development of the camping industry, it is difficult for camping itself to become an independent format, which is mainly positioned in the supporting format. "Wei Xiang emphasized that it is a very normal phenomenon for some single -format camping enterprises to go bankrupt.The cost, and this part of the independent demand in the market is not established, exiting the market is a healthy washing.
How to develop sustainable?
The above -mentioned operator of the Beijing Camp Camp told China News Weekly that this year, the camp he operated will be opened in the suburbs of Beijing.In the camp, the combination of picking gardens and amusement parks is its characteristics, and hardware facilities such as hot water and cooking are also complete.
Yang Shuo has just led the Beijing team to Haikou to complete the "Deng Island Plan". This year, he began to build a "mobile camp". By cooperating with local governments, he held short -term urban camping activities in various places to build a community -like camp camps.EssenceFor example, the camp is like a brain, and it takes hands and feet to go out.In cooperation with various brands, it can show consumers a lifestyle, which can realize a "virtuous circle".He emphasized that camping is not a stall and needs to think about how sustainable development.
Zhu Xian believes that many practitioners fall in this spring. They have not seen the development logic of the bottom level of the camping industry: on the one hand, it is the activation of idle assets, especially under the policy of rural rejuvenation, some land due to the nature reasons due to nature reasonsThere is no way to build a resort, but it can be used to develop camping and other formats. On the other hand, it is used as a supporting facility in the outdoor space including scenic spots and municipal parks. Camping can give consumers a better experience.
Wei Xiang believes that domestic camping is currently in the development stage of 1.0 and is a outerwear for urban leisure; in the 2.0 stage, camping will become the supporting facilities for outdoor sports and leisure, to meet the needs of differentiated, specialized accommodation, and interspersate it.The role of adjusting the dose and deep integration becomes characteristic.Therefore, he said that he did not look at the development of the overall camping market. At a certain stage, it was normal for demand to fall.In the future, camping will be used as a carrier that assumes an important transitional role in the three connectors of cities, scenic spots and rural areas, and there will be a possibility of multi -path development.
"There are two types of camping, one is social attributes, and the other is for people who love freedom and love. Therefore, a batch of camping sites may be more socialized and more complete.Midea may be higher for equipment. "Liu Hanqing believes that this industry will continue to develop well. The survival of the fittest will definitely produce.Second -hand monopoly or rental market.
Public data shows that the penetration rate of the US camping market in 2021 was 15.1%, and the period of rapid development of the Japanese market was 13%. China ’s expected penetration rate in 2022 was 6%, which means that there is still much room for development in the Chinese camping market.At the same time as development, the entire industry also encountered many problems in the growth of the barbaric growth: abuse of public land, and caused a waste of pollution.
In November 2022, the 14 national ministries and commissions jointly issued guidance on promoting the healthy and orderly development of camping tourism, leisure and orderly development, and clearly proposed to encourage the promotion of camps+literary, performing arts, art, sports competitions, outdoor sports, natural education, natural education, natural education, natural education, natural education, natural education, natural education, and natural education, and natural education, natural education, natural education, and natural education, and natural education, and natural education, natural education, and natural education, and natural education.In the form of leisure and health, create new formats, meet new needs, and propose to promote public camp construction, improve service quality, improve the quality of camping products, and orderly guiding camping tourism and leisure development.
Wei Xiang mentioned that the relationship between camping and public management and urban governance needs to be clarified. The main problem of camping is to occupy public land, so the supervision and standards of access are particularly important."Which can be camped, which can not be camped, and which land nature is supporting and what kind of camping nature, and the grade and scale of camping need to be clearly related." Wei Xiang believes that this is the primary problem facing the future development of camping.
