I am envious of camping, but who can do a good job?

Making camping is no longer just an Internet celebrity.

Bleak

The camping stayed on the wind for two years, and there was no sign of "falling". Public comment data shows that the search volume of camping bases in the first half of 2022 rose 997%year -on -year.

At present, camping products can be roughly divided into two types: one is wild and convenient camping with relatively light operation, light investment, cost -effective as a selling point. Research tour, large outdoor activities, etc.

另一种则是近年来在小红书上大热的精致露营，主打高端体验的露营度假，重投入、重运营，精致露营的消费也出现在营地外，如购买露营咖啡机、烧烤设备、 Atmosphere lights, etc.

The fiery market has also spawned a large number of entrepreneurs. According to the company's investigation data, as of July 29, 2022, there were more than 60,000 domestic camping enterprises in China, of which more than 48,000 enterprises established within 3 years. This has also gradually caught the camping market into homogeneous competition, camping+script killing, werewolf killing, party ... the same model gradually caused people to cause aesthetic fatigue.

On July 27th, Global Brigade News invited Tang Wei, the founder of Niu Luyan, Long Weitao, the founder of Guangzhou Xinyue Yaya Jiwen Brigade, and Lai Jingfeng, the marketing director of Yileu, and surrounded the "camping style is so large, camp entrepreneurship needs to be done well Which preparations? "The theme of discussing, this travel news is chaired by Global Brigade market manager Zeng Linxin.

Zeng Linxin: Why did you enter the camping line? As the camping is hot, what changes have taken place in the industry?

Long Weitao: I am a machine to enter the industry

Coincidentally. In 2021, I participated in the company's camping group. Compared with the high unit price of 700 yuan/person, the experience of camping products brought me far less than expected. But on the other hand, this also means that there is a great room for upgrading products in the service and experience of camping products; the effects of social media such as Xiaohongshu and Douyin are superimposed, so that camping has the opportunity to go around.

It has been a year since I entered the industry. With the increase of the number of players in the camping market, camping gradually began to change from a single camping mode to a multi -business collection place. Rich camping kernel.

However, the chaos in the camping market also initially appeared: products are homogeneous, C -end traffic acquisition costs are increasingly rising. Some players cannot reach consumers through high -quality content, which leads to a small number of camping entrepreneurs who have taken the initiative to withdraw from the market and forced to eliminate.

Tang Wei: I entered the camping market in 2015. In 2015, the rise of the concept of RV camps drove a wave of camping; by around 2017, as the market was in a chaotic period, the camping industry even retreated for a time; until 2020, the camping flames were ignited again.

On the surface, the reason for the camping climbing to the air outlet is that the epidemic activates the local tour market, stacked the wave of social media such as Xiaohongshu and Douyin; but the deep -seated reason is that consumption upgrades, people began to pursue the demands of combining spirit and nature. In addition, the development of the outdoor event market, social media just allowed the camping market to enter the public's vision in advance.

Zeng Linxin: Why did Xingle Valley enter the camp market from the original holiday business?

Lai Jingfeng: The reason why camping burst into fire is that the epidemic has narrowed people's travel radius. People from the camping on the lawn in the urban park gradually developed to holiday camping around the city; Consumption, but does not weaken people's demand for high -end vacation. In the market where surrounding and local tourism, compared with resort hotels, camping products have strong user participation and experience.

In response to the current sound of the market that considers a high camping price, I think that if a product experience makes users feel lower than the money they pay, the operator needs to reflect and reconstruct the content of camping products and activities.

Zeng Linxin: What is the difference between tent camping? Compared with the homestays, hotels, and current fiery small tree houses?

Long Weitao: The "romantic" of the homestay originated from the owner culture of the social attributes (the owner of the homestay owner's humanistic care for the residents); the traditional hotel meets the needs of user accommodation, and most of them cannot provide effective and good social space. In the tent camping, the ten -hour time for users to sleep alone, the rest of the time is under the social space, which meets the user's social needs, but this also force the operator to polish the camp products.

Lai Jingfeng: There are many contents that can be carried by the camp. Script killing, board games, etc. Camping is not only a place to provide people to the close of nature, but also a composite product, and even becoming a net red punch place.

Tang Wei: The difference between the homestay and the hotel is not the standard, and the homestay provides the master's culture outside the accommodation. Regardless of the non -standard of the product, or from the perspective of the operating party's needs, the camping camp is similar to the homestay.

From a personal point of view, the camping camp is a zone that provides human and nature connections. Entertainment products such as board games and script killing can be grafted on the camp content, but it cannot be the main output content of the camp. The products of products are difficult to carry people's underlying concepts of approaching nature in camping.

Zeng Linxin: Is the camp the project heavy experience and operation? What is the return on investment?

Long Weitao: At present, the barracks have low entry thresholds, the market is mixed, and the camping of light operations is mostly cross -border robber who tested the water. The product lacks vitality. Of course, three or five people operate the camps. "Powerful". GOSAFARI insisted on taking the heavy operation model. The camping site has store chiefs and housekeepers. It also cooperates with professional activity executive companies to operate new media channels and private area community groups, and even script killing and party activities. GOSAFARI's heavy product experience and reputation, do not do the fast return business, the overall gross profit margin of the camp is not high.

Zeng Linxin: If the hotel practitioners enter the camp market, what do you suggest?

Tang Wei: Many hotel practitioners think that from the hotel's cross -border to camping is a decrease in dimension, but I think that this is not the case in consumer camping experience. Waste, the hotel practitioners invest in camping and need to escape the operating thinking of the hotel, reduce unnecessary investment, and camping entrepreneurs require employees to become "diagonal rods", one person, not a special person in the hotel.

Zeng Linxin: How is the repurchase rate of each camp?

Lai Jingfeng: 是 温 is a hot spring resort, including product lines such as water parks and hot spring pools. Diversified projects can activate the consumption interest and consumption capabilities of residents. At present, camping has not only attracted the consumer groups of young groups for Yile Valley. The membership repurchase rate of members of camping products in the first half of 2022 also exceeded 40%.

Long Weitao: Gosafari's repurchase rate is not high, only about 4%. In fact, it is extremely difficult for users to experience the same camping place in the short term. GOSAFARI currently has four camps in the Greater Bay Area. In the past, the user's reputation of user reputation and user experience and user experience of camping in different regions accounted for more than 60%of the total turnover.

Tang Wei: The repurchase of Niulu Camp is mainly produced in parent -child experience and large group activities.

Niulu Camp does not belong to a camping site with high value. The camp can undertake hundreds of people's catering and activities. At present, the annual card of individuals and business users can be used. Group construction, or water sports, outdoor emergency safety courses, and field survival entry and advanced courses.

At the same time, Niulu Camp has carried out activities such as special parent -child camping, outdoor research education and other activities in the graduation season and summer to maintain the connection between the camp and the user. We not only have the activity in our camp, but also have other outdoor activities to form a product matrix.

Zeng Linxin: A major core of the camp is outdoor activities. Is the research and development of camping outdoor products cooperation or independent development? What is the logic of designing products?

Tang Wei: Niulu Camp independently designed outdoor products, assuming that their own resources cannot meet the needs of activity, they will invite senior outdoor coaches to teach on -site in the form of cooperation. In fact, not all outdoor activities of camps need to be designed, such as rock climbing and flying trays.

Generally speaking, the camp should improve the core competitiveness and repurchase rate of camp products. Product design needs to allow users to have the motivation for continuous consumption, and to meet or even exceed the user's expectations in terms of product services. Products to reduce cost investment.

It is worth mentioning that the camping product mechanism and tourism product mechanism are just the opposite. Tourism is a comfortable and luxurious experience, but camping may be more challenges. In a sense, pain will cause pain during the process of experience, such as "cutting the palms of the cut, grinding the heel" in the process of camping in the desert. Think about the design of the product.

Of course, exquisite camping and camping do not belong to the same product system.

Long Weitao: Compared to camping, exquisite camping has different attributes. The needs of users to the camp are both outdoor activities and relatively comfortable, which requires Go Safari to attach importance to services. The high -net -worth middle -class group, they hope to experience the quiet life in the fast -paced urban life experience in the camp. For example, users want to cook, but do not want to buy food and wash dishes. In the process of designing camping products, the operator needs to find the user's needs.

Lai Jingfeng: The industry is changing with each passing day. Enterprises need to clearly find consumers' demands in order to improve camping products. Nowadays, the division of the tourism market is gradually refined. From the early tourist groups to the attributes of parent -child travel, to the division of age, camping products also need to find their own positioning. In the operation of camp activities, the operator needs to keep up with the hotspots of social activities to update the product.

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