Why does China rise outdoors?

"Chinese urban residents have treated the camping heat." The Financial Times published on June 20th that under the epidemic, those urban residents who were used to travel to international travel went to the field, which led to a prosperous and outdoor sports industry. "Fashion brands, sports brands, and outdoor equipment retailers have seized the current outdoor leisure trend," said Stephon Noel, director of Shanghai Consulting Company, Stefhor.

"Chinese consumers purchased a large number of technology products and camping equipment during the shopping festival." Singapore's "Business Times" published on June 20, saying that China ’s e -commerce platform stated that during the“ 6 · 18 ”shopping festival this year, high -end home appliances And camping equipment ranks among the most sought after products in Chinese consumers. Many e -commerce platforms have also stated that under factors such as increasingly popular outdoor activities, especially by factors such as urban residents, the sales of camping equipment and outdoor equipment are also surging.

In recent years, outdoor leisure formats represented by exquisite camping, outdoor sports, and parent -child amusement have remained high. In the context of the normalization of the epidemic prevention and control, the outdoor leisure sports boom (hereinafter referred to as the "outdoor heat") gradually forms a micro leaves characterized by short stay, high frequency, high attention, and multi -gameplay. This type of consumption with domestic leisure as the main body, linkage international outdoor consumption, stimulate domestic and foreign leisure equipment supply and has the characteristics of continuous upgrade, shows the huge kinetic energy hidden in Chinese residents' consumption.

Behind outdoor heat, there are long -term dullness and long -term outdoor culture, the group of outdoor enthusiasts is increasing, there are continuous investment in the supply end, and the media are actively cultivated. These accumulation form a special chemical response, bringing a free, casual, and green living state to the public, which is red.

Outdoor heat reflects the new kinetic energy of the recovery of the consumer industry. First, outdoor fever reflects strong market demand. The change of leisure methods shows that the market has a need to update a better and better lifestyle, and can cause an upsurge. Behind outdoor heat is the shaping and improvement of consumer capabilities, equipment, and habits, and re -adjusting the industrial resources and capabilities. These changes will give the tourism and life service industry new connotation and vitality. Second, the outdoor heat shows the realistic path of the green mountains and green mountains into Jinshan Yinshan. Outdoor leisure transforms every good mountain and water, which can be transformed into consumer scenes. It is the realistic portrayal of "green water and green mountains is the golden mountains and silver mountains". Third, outdoor enthusiasm brings a higher frequency consumption model. The frequency of outdoor leisure is much higher than that of traditional tourism vacations. This must inevitably require more effective resource organizations, more marketing and operations, and closer to the family. More operation and investment value. Fourth, the interactive relationship between outdoor heat forms a closer upper and lower industrial chain. Outdoor leisure has a strong role in pulling equipment sales, bringing huge development opportunities to outdoor equipment manufacturers. The upstream and downstream bite of the industry is closer, forming a new ecological relationship in the industry. Fifth, it constitutes a deeper online and offline connection relationship. Offline activities are quickly transformed into "grass" content of online marketing, bringing more traffic, and guiding further offline consumption, online and offline consumption content is upgraded in the process of spiral. Sixth, form more powerful content generation ability. Various new activities such as picnic, outdoor sports, family activities, cultural markets, and cultural exhibitions have grown out of the platform of outdoor leisure, forming a huge room for expansion.

Of course, the outdoor leisure industry also faces many challenges. First of all, there are many problems in hygiene, safety, water supply, garbage disposal, sewage treatment, epidemic prevention, fire protection, emergency rescue, reception, etc., especially the spontaneous outdoor leisure points. The ability to guide and deepen in depth; third, supply fragmentation and insufficient professionalization.

Promoting and better development of outdoor leisure, first, need to thoroughly study the new logic of industrial logic brought by outdoor heat, study the connotation and extension of its high -quality development, and deepen industry and public services; The industry's professional operation capabilities and comprehensive governance capabilities, reduce environmental impact, and achieve sustainable development; third, accelerate the development of high -level outdoor leisure products, form a number of influential outdoor leisure destinations and cities at home and abroad, promote the formation of professionalization , Digital service platforms lead the development of the industry.

Experts interviewed: Jin Zhun, Secretary -General of the Tourism Research Center of the Chinese Academy of Social Sciences

(Reporter Jia Pingfan interview and sort out)

Original title: Outdoor heat pulls new consumption (expert interpretation)

"People's Daily Overseas Edition" (1022, July 04, 102)

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