Xi Liangguan Economy ｜ Issue 1: Have you noticed these details behind the "wind" burst?

Editor's note: Make the data no longer boring and make finance more materials. Those netizens see the words, in order to make readers catch "more spicy" and "more enjoyable" financial hotspots. From now on, China Jilin.com has launched the "Xi Liang Guan Economy" column to take you to understand the economic hotspots and explore the frontiers of the industry.

Looking at the "circle of friends" on the weekend, ten dynamics, seven of them are camping, and one on the road to camping.

It can be seen that camping has become the most popular "scenario model" nowadays.

Speaking of these dynamic publishers, "several fragments" are also impressive.

Usually, before they edit the text push "feel", they generally go in three steps.

The first step is to take various types of camping photos. The shooting theme is close to nature, away from the hustle and bustle, and is extremely comfortable.

The second step is to keep love to go to the "suburbs". The essence is to have the feelings of poetry and the distant place, such as about three or five friends, bring a tent to enjoy the beautiful description of nature.

The third step, check -in must bring "coordinates". This is very important, because every location choice will mark your uniqueness.

At the beginning of the reporter, the atmosphere of "enhance" the atmosphere is to let everyone refer to the spirit, because the theme of "Xiliang Guan Economy" in this issue: Those things about the camping economy ...

one

Camping in the fire circle

Xie Yan, who lives in Changchun, has recently camped with "addiction".

"A month ago, I saw a photo of my colleagues showing up a photo of an old and old who went out to camping. I was particularly envious. After that, we went to Lianhua Mountain to find a tent and the child was very happy." She said, she said, Affected by the epidemic, I have not taken my children out of the province for a few years. I ’m going to go to the suburbs to spend the weekend in a camping method. It can not only meet the desire to travel, but also be close to nature. It’ s good to eat and drink.

Unlike Xie Yan who just entered the camping circle, Mr. Li, who was camping "veteran", pursued "exquisite camping."

"In a special period, the first choice for playing must be a local or surrounding tour, which is very realistic. Last week, some of our brothers went to Shuangyang, tents, sky curtains, card furnaces, ice making machines, etc. It was almost 20,000. Putting it on a tent and paving the picnic padded, that strength passed, and after a long camping, I wanted to be more delicate. After all, this is also a kind of life. "He said that when you make a good camp in advance, you can unload the equipment alone. It took half an hour.

In fact, the two small stories have become the "microcosm" of the current popular camping market.

So, the question is, why is the camping as a new way of travel suddenly become popular in Changchun?

There are two reasons for comprehensive netizens:

First, the epidemic was repeated, and the province's long -distance travel was "restricted". Camping with attributes such as "punch card" and "nature" can not only meet people's travel desires, but also introduce social needs, and then become a "top flow" way of travel. Scenes.

Screenshot of Xiaohongshu app

Second, the experience of copying and social platforms is prevalent. Camping has become the "new style" of the people's leisure vacation. Various social platforms, photos, notes, and strategies related to camping. As a representative, what I have to mention is Xiaohongshu. Search for "camping" keywords on this APP, and the total number of notes displayed has currently exceeded 4.29 million.

two

The "Nuggets" under the new trend

Like all emerging things, there are more people who follow the "market", which also gives birth to new business opportunities.

Camping "gold absorption" geometry?

Look at the venue provided first.

Judging from the current Changchun camping location, it is mainly divided into two types: free and charging.

Judging from the survey of Jilin.com in China, there are more free venues from Changchun Nanxi Wetland Park, Beihu National Wetland Park, Baiyuan Garden, Nanhu Park and other places, as well as some "unknown" green spaces in the suburbs. , Barbecue, fishing, etc. In contrast, there are many charging venues, such as Jingyue Lake Happiness Light Luxury Camp, Yunlang · Yun CAMP, Jihua Garden Camping Base, Asama Star Empty Camping Land, Tranga · Luxury Camp, Slow Mountain Camp Complex Complex , Shenlufeng Scenic Area Camping Land, although these camps are charged, they can provide theme scenes, more services, and higher quality.

In terms of price, the charging venues around Changchun are charged, most of which are fixed venues (tents), number and vehicle charges. From the perspective of price, the mainstream costs ranging from tens of yuan to thousands of yuan. If personalized customization services, the price is not online. From the time cycle, weekends are generally more popular, and in the middle of the week, they are mainly group construction.

"Changchun City has been large and small, and the charges have been gone, but for a long time, they still prefer the supporting facilities to be more toll camps. After all, bring their family members." Said Ms. Fang, a senior outdoor enthusiast, said.

Look at camping equipment again.

According to industry feedback, camping can currently be divided into three types: traditional camping, portable camping and exquisite camping. They are aggressive relationships between them.

In the same way, the "entry" camping is definitely not "the heavens are quilted, the earth is the bed, and the fireworks in the world". If you want to get a comfortable experience, it is indispensable for spending money.

Screenshot of Xiaohongshu app

China Jilin.com reporters learned in the interview that with rough statistics from the basic needs of entry -level levels, dozens of equipment need to be purchased, including: tents, sleeping bags, moisture -proof pads, fishing stools, egg roll tables, mobile power, enamel cups, tray, tray, tray, tray, tray, tray, tray, tray, tray, tray, tray, Cubs, sleeping bags, sky curtains, small trailers, kerosene lamps, fan lights, etc., spend less than thousands of yuan. Similar products, exquisite camping due to different quality and brand, if consumers want to pursue the extreme, they may need to start 10,000 yuan. "Our Changchun camping economy appeared in 2021. It was climate in 2022. It is basically called camping site named. The weather is not bad. It is a hard -to -find, which has indeed driven the sales of camping equipment." The person in charge of outdoor product dealers said that taking a series of products sold by the company as an example, the sales volume increased by 300%compared with last year.

"I was camping Xiaobai in the early stage, and the equipment was tents and picnic cushions. Now, I have also started to change from camping Xiaobai to a equipment control. Speaking of camping equipment is a big pit, the tent from hundreds of yuan to thousands, buying to buy, buy Which camping occasion is suitable for the sky, then choose the size, the table is severity, the chair is still looking at the storage size, starting to buy it to look good, and then buy it for practicality. Recently, I bought three days, four or five tents, four tables, many chairs, three card furnaces, and nearly ten camping lights. The beginning was to camping for camping. Later, overnight, the small tent could not be satisfied. Later, the tent had to be upgraded to the tent, "said an outdoor enthusiast.

Finally, look at camping+.

Visitors are no longer attached to the "distant" in the space distance, and replaced them in the surrounding tide gameplay.

It's logical! The merchants who have seen the "gold absorption" effect of camping naturally have to rack their brains to "grab the guests".

More common marketing methods, such as interpretation and festivals. In addition, in order to provide more scenarios for tourists, various fusion methods such as "camp+scenic spot", "camp+pastoral", "camp+research", "camp+social entertainment" have appeared successively.

Merchants have changed their "upgrade" camping grounds, which is simply pursuing profits.

I can't help asking here: "At present, the camping land that has been opened in Changchun is not large? How long can it be recovered?"

To this end, China Jilin.com found a person in charge of many camping business plans in Changchun.

In his observation below, he revealed the mystery.

According to reports, after obtaining relevant qualifications, merchants began to build camps. Generally, according to the level of grade, it can be divided into high, middle and low -end camps. In terms of specific construction processes, flat land, purchase tents, and build a hydropower network is the basic element. As the grade increases, the higher the supporting costs. For example, the construction of independent bathrooms, special parking spaces, scene settings, etc. In terms of investment, the cost of medium and low-end camps is generally 500,000 to 1 million, and the cost of high-end camps is generally more than 1 million. At present, Changchun has the highest investment in the camp of about 5 million. The services and experiences provided by different costs are different.

In terms of cost recovery, most of the year cannot be returned. Because of the climate, the local camping season is May-October each year. Moreover, the construction of camping camps requires continuous renewal investment. It is difficult to rely on tickets and venue rental. Extending product sales and personalized services are another source of income. But overall, camping merchants value long -term brands, so as to accumulate future growth space. Input costs will be diluted over time until they are profitable in the later period.

Three

How to "avoid" growing troubles

The logic behind the sustainable development of the industry is still the fundamental needs of the audience.

According to the statistics of Malaysia Honeycomb Tourism in 2021: The post -90s, post -00s and post -80s post -80s post -80s of the post -80s of children's experience of pursuing the trend are the main forces, and the number of family parent -child campers in 2021 increased significantly. 28.8%of Chinese camping consumers choose to camping once every 1 to 2 months, 35.4%of camping consumers choose to camping once every 3 to 6 months, and 19%of camping consumers choose to camping once a year.

However, behind the data, local industry insiders also have some kind of "concerns".

"Now I have seen this cake, which is indeed attractive enough. There are many new entry. But from the perspective of the city outside the province, the price war has begun, and the quality of each product is also different. If the bubble is pierced, the industry will be There will be pain points. The relevant operators in Changchun should avoid similar situations. "A person in charge of a camping site that is unwilling to be named said that camping depends on factors such as local environment, regional characteristics, and weather. How to upgrade the project to retain customers is also the top priority.

How to promote the camping economy more high quality and outline the industry's more imagination space?

Associate Professor of Business Management, Jilin University, and doctoral supervisor Ma Lina gives "four points" suggestions.

First of all, vigorously promote the development of the "camping+" industry, and improve the quality of camping and the satisfaction of passengers. Combining camping with special landscapes such as rural, scenic spots, sports, pastoral, and open -air concerts to form a unique advantage of various camping markets, and achieve differentiation, diversification, and innovation development. In addition, the camping market can also effectively connect and integrate with other related industries such as clothing, food, and bring the market with more diverse products to form superimposed economic benefits. The sustainable development of the camping industry has also driven the cooperative development of related industries.

Secondly, the government should introduce camping -related management measures to operate the operation specifications. At present, the infrastructure such as the power supply and toilet of many camping sites is not perfect, and it has brought a lot of inconvenience to campers. The government should introduce the management measures and operating rules for camping, standardize the operation and development of various enterprises in the camping market, and lay a standardized foundation for the long -term development of the camping market. Again, the hot cities are hot in the lodge camp and learn from relevant experience. Nanjing, Wuxi and other cities will build holidays as camping festivals; Guangzhou and Chengdu designated tent areas in urban parks to guide camping and provide supporting services; The measures also invited camping operating experts to train and educate the local camping practitioners; Huzhou took the lead in the country to introduce a series of policies such as the "Campaign Scenic Area Construction and Service Standards" and "Guidelines for the Safety Prevention of Camp Camp Scenic Area".

Finally, further enrich the camping scenario and experience, and use a variety of integrated development models. Recently, the Malaysian Honeycomb released the "2022 Camping Quality Research Report". The report provides some suggestions for camping to play "tricks": On the scene, the first attribute of camping is "embrace nature", which can open volcanic camping, starry sky camping, self -driving camping, etc. Small gameplay; experience, play flying trays on the grass, experience paddle board yoga by the lake, and use barbecue in the suburbs; camping also changes with the season, there can be new gameplay, such as "camping+blue -viewing flowers", " Sea camping+water projects "," starry camping+bonfire dance "," camping+hot spring "," ice fishing+camping "and so on. In addition, a variety of fusion development models such as "Camping+Sports/Performing Arts/Date/Research" are also being used. Combined with the market demand of "micro -vacation", it uses its characteristics of diversification and combination to activate the tourism market.

Unrestrained

A tent supports the market "Qianjing"

Camping is deeply implanted into various industries and consumer scenarios.

Different industries have provided a wealth of product lines for the "audience". The coverage characteristics of camping "young and old should be appropriate", which also attracted professional institutions to enter the venue, all of which indicate the release of the "tension" of the camping market.

How big is the cake in the camping market?

A set of data is presented intuitive.

As the camping industry continues to become popular, the number of relevant enterprises has welcomed rapid growth. According to the company's investigation data, there are more than 90,000 existing camping/camping companies in my country.

Coincidentally, according to the data of Ai Media Consultation, the size of the core market in China's camping economy in 2021 reached 74.75 billion yuan, an increase of 62.5%year -on -year; the market size was 381.23 billion yuan, a year -on -year growth rate of 58.5%. It is expected that the core market size of China's camping economy will rise to 248.32 billion yuan in 2025, driving the market size to reach 1440.28 billion yuan.

How to grasp the opportunities behind Changchun?

"As far as the country is concerned, the core market size of the camping economy and driving the market size have shown a rising year in recent years. It reflects the new trend of current consumption from behind camping heat. Closeness of nature, this also provides direction and thinking for the transformation of the cultural tourism market in the future. "Marina said that as an important segment in the cultural tourism industry, the camping economy brought about by the camping industry may change the tourism market pattern and become the tourism industry and become the tourism industry The next long -term stable business. According to the "2022 Camping Quality Report", camping consumers are mainly young groups such as "post -90s" and "post -00s", while young people have a wide range of hobbies, like to try new things, and have many options for playing.

Therefore, the camping economy may become lonely due to changes in young people's hobbies. However, the post -epidemic era has brought about thousands of years of opportunities to the development of the camping economy. In recent years, the government has successively introduced policies related to camping land to support the compliance and industrial maturity of camps. The advantages are significant. If the camping market can seize the opportunity, break through the restraint, and achieve the high -quality development of the camping economy, it will definitely change the tourism market pattern.

China Jilin.com Ji Ke APP reporter Luan Xiliang Wu Meihui netizens confessed pictures

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