"In the circle of friends on weekends, people are either camping or on their way to camping." To say the most popular leisure way at present, camping outside the circle must have a place.
Find a piece of green land, set up a canopy, set up a tent, prepare a table of delicious food, chat with three or five friends and taste delicious food-camping, so that people can find another way to open their lives in a reinforced concrete city, get in close contact with nature, and make "poetry and distance" within reach.
Tourists experience tent camping and leisure travel in the lawn of Dadoushan Flying Camp in Wuyi County, Zhejiang Province. Xinhua News Agency
Camping photos "occupied" the circle of friends, and the market rose rapidly.
Wang Yijie, who lives in Beijing, thinks that camping will catch fire. "During the Qingming holiday, some friends were taking camping photos, which made my heart itch. Then at the weekend, we went to Bohai to find a piece of land to pitch a tent, and there was a rape field next to it. The children had a good time. " On a Saturday in late April, Wang Yijie and her family went on a camping trip. On this day, Ningyuan and her friends were camping, but they chose a higher level of play-exquisite camping. With food, drinks, baking trays, coffee machines and even ice machines, Ning Yuan and his friends came to the Little Three Gorges Camp in Jinhai Lake, Beijing "like moving". "The scenery is so good that it deserves to be the ceiling of the campsite." Ning Yuan said.
As the weather gets warmer and spring warms in bloom, many people go out with camping equipment and have a "date" with the fine weather. During the May Day holiday this year, tents and awnings can be seen everywhere in Du Yi Ruins Park in Xi, Shaanxi Province and Hu Xiang Scenic Area in Hangzhou, Zhejiang Province. Camping photos "occupy" the circle of friends, and "one is hard to find" in the park green space has become the norm. Cheng observation, the chief researcher of Tongcheng Research Institute, found that in the past two years, camping has become hot on social platforms such as Xiaohongshu, and this year it has become a "top stream". With the increasing popularity of camping, related equipment, catering, camps and transportation have also become hot topics.
The data confirms this judgment: in Xiaohongshu, after the search volume of May Day increased by 290% and 202 1 May Day increased by 230% in 2020, the search volume related to May Day camping increased by 746% this year, and the camping fever showed an accelerating trend. According to the report released by Ctrip, on the first day of May Day holiday this year, the popularity of platform camping reached a historical peak, and the search popularity increased by 90% compared with the previous week. Tongcheng Tourism Big Data shows that the camping market continued to heat up during the May Day holiday this year, and the search popularity of "camping" related tourism increased by 1 17% month-on-month.
Camping became popular, driving a huge market to rise rapidly. Last year, a Beijing citizen and friend had a tent and a canopy after camping in a camp in Wang Long Jin Hai Lake. He bought more equipment online, such as Cmit chairs. Rainbow Dragon, many young people who pursue exquisite camping are not satisfied with camping with only tents. For them, awnings, Cmit chairs, folding tables, barbecue grills, baking trays, coffee machines and even light strings that set off the atmosphere are standard for camping.
The epidemic situation has boosted people's desire to get close to nature and blown up this trend.
Why is camping so popular? In the interview, several people in the industry mentioned the boosting effect of the epidemic. Indeed, the epidemic has prevented people from going far away, but it can't suppress people's desire to travel. Today, with the popularity of micro-tourism, camping that can "steal a half-day leisure" without wading through mountains and rivers has naturally become a trend.
Cheng introduced that outdoor camping was the main way of camping in China in the early days, which was very professional and technical, and required a lot of time, brain power and financial resources, and the threshold was relatively high. Nowadays, camping continues to get hot. First, after the epidemic caused limited outdoor travel, the appearance of exquisite camping matched the market demand, and the traditional camping method was subtracted. Consumers can bring tents to the camp and only pay the entrance fee; You can also rent related supplies without anything, and enjoy camping more easily. Second, with the steady growth of China's national income, people are more eager to get close to nature and experience diverse and fresh leisure ways. Together, they promoted the rapid development of camping economy.
As the founder of camping lifestyle brand Hot Wild, Zhu Xian smelled the business opportunities of exquisite camping earlier than most people. In Zhu Xian's view, in addition to the help of the epidemic, people's inner need to return to nature and the promotion of consumption, the power of content communication can not be underestimated. "Around 20 19, the content platforms represented by Tik Tok and Xiaohongshu rose, and the way for young people to obtain information turned to these platforms. The outdoor camping scene is very conducive to communication and it is easy to set off a camping trend. " Zhu xian said.
Cheng also believes that compared with camping, exquisite camping is more entertaining and social. On social platforms, beautiful camping photos and videos can attract more young people to "plant grass" and join the camping army. In addition, when friends are camping, they can also play games, ride, enjoy flowers, concerts, night trips and other games to relax and enhance their feelings.
Citizen tourists play in Hua Fu Park, a famous city in Jiangxi Province. Kuang Jianshe/Guangming Pictures
Camping that "looks beautiful" also has many "growing pains"
Relatively speaking, the cost of camping in parks or green spaces is much lower, but not all parks can "camp". Camping is forbidden in many parks in Beijing. Cheng explained that the park mainly considers the daily maintenance of the lawn, and there is a large flow of people on the roads in the park, so there are security risks in setting up tents on the roadside. The parks where tents can be set up are mainly country parks.
There are also some hidden dangers in building tents in outdoor green space. From April 4th to 10, only the Nanjing Fire Department received 1 18 lawn fire alarm, some of which were caused by careless use of fire by campers. In addition, uncivilized behaviors such as littering at random also left a mess after the tent was demolished, which destroyed the ecological environment.
At the same time, some "beautiful-looking" professional camps have a huge gap between "buyer show" and "seller show". The photos of others under the "filter" look beautiful, but they are not worth the fare after the actual experience. In addition, it is easy for young people who are used to city life to overestimate their tolerance for the outdoor overnight environment because of their freshness.
Talking about the problems existing in the industry, Cui Li analyzed that many camp operators were not fully prepared for the booming camping economy in the past two years. Many camps have incomplete public facilities, and public toilets are even dirty. In terms of product supply, some operators pursue quick money and do not pay attention to camping experience. The products provided are too single, lack of participation and interaction, and it is easy for campers to have aesthetic fatigue. In addition, the poor catering quality in some camps has greatly affected the campers' experience. There are also some operators who do not understand the relevant laws and regulations on camping site selection, and it is easy to touch the red line. In addition, the camping industry is in the early stage of development in China, and the campsite lacks corresponding access standards and national management methods, which leads to a mixed industry and difficult management.
"At present, the problems existing in the camping industry mainly focus on: the outbreak of local camping has caused a large number of newcomers to enter the market in a short period of time, but the qualifications, background and service quality of merchants are uneven, and the basic facilities are imperfect, resulting in poor consumer experience; Camping products are single and cannot bring more market space; The environmental pollution caused by camping has gradually become prominent. " Cheng pointed out.
The key to success is to "practice internal strength".
How to solve the "growing pains" in running all the way's camping economy?
Cui Li said that camp operators should pay attention to improving facilities, improving the intelligence and convenience of camping equipment, and assume good ecological responsibilities. When the track is crowded and more and more enterprises want to carve up the "cake" of camping, it is particularly important to do excellent quality. Facing different consumer groups, it is necessary to provide differentiated camping experience and gain stronger competitiveness with good reputation. Provide more abundant camping products through the modes of "camp+scenic spot", "camp+research", "camp+sports" and "camp+performing arts".
"Campers should also standardize their own behaviors, strictly abide by relevant regulations and reduce the negative impact on the environment." Cui Li suggested that government departments and other management agencies should gradually improve the campsite operation standards, supervision system and punishment mechanism, and promote the standardization of campsite management process.
Zhu Xian believes that more buybacks in the future will come from people who like outdoor and love camping. Some advanced players may camp 30-40 times a year, all with their own equipment, and the camp provides infrastructure. "We can provide these players with different types of camps such as mountain camps and seaside camps, as well as equipment storage and cleaning and maintenance services." In Zhu Xian's view, junior, intermediate and advanced players have different demands and need to provide differentiated services.
Can the camping economy, which is developing rapidly under the catalysis of the epidemic situation, still make great strides when the epidemic situation is cleared and the tourism industry resumes its development? "Industry outlets may cool down and have a certain impact. The camping industry, which seems to have a low threshold, actually needs strong professionalism and continuous product iteration ability. " Cheng believes that it is still too early to judge the future of camping industry, but it is certain that quality and grading will be a development direction.
Zhu Xian said that whether traveling or vacationing, there is always a need for the public to return to nature and release themselves. Camping is a very inclusive format, and coffee, market and other formats can be integrated with it. It is expected that the domestic camping market will enter a period of stable development after the current short-term outbreak and become a very popular outdoor activity.
How can the camping industry go healthier and longer? Cui Li said that the camping economy is not a short-term and quick money-making project, not to mention a leek project, but a new engine to promote the sustainable development of domestic tourism in the future. Doing a good job in camping economy requires strong service ability and scientific management thinking, which is by no means a simple tent and three meals of delicious food.
Cheng pointed out that the camping economy should develop healthily and long-term, and ultimately it is necessary to "practice internal strength." It is necessary to establish a regular camping base and conduct standardized management. In the future, there will be parks, forests, islands and other camping methods. Camping brands should find a good positioning, provide more refined and higher quality products for people with different camping needs, and enhance brand influence. At the same time, the tourism platform can take advantage of the supply chain, integrate high-quality resources, and help camping enterprises develop synergistically.
(The original title is "Camping fires out of the circle: a tent, how to support" poetry and distance ". Editor Gao Wei)