Personal accommodation | From the fire to the long red, how can the camping place grasp the "traffic" password?

Author:Cultural Tourism China Time:2022.09.16

According to the relevant data of the Ministry of Culture and Tourism, the Mid -Autumn Festival holiday in 2022, 73.409 million people traveled, and tourism revenue was 28.68 billion yuan. Compared with the 2022 Dragon Boat Festival holiday, the number of travels during the Mid -Autumn Festival holiday has dropped slightly, but tourism income has not risen. Under the background of localities in many places, local tourism has become a "main tone". In local tourism projects, driving the mountains in the suburbs, rewarding the boundless moonlight, and spent the family reunion nights become a new fashion. The camping continues to dominate the list of "micro vacation". Many people showed photos of Mid -Autumn Festival camping in the circle of friends.

According to the statistics released by the Ctrip platform on September 10, on the first day of the Mid -Autumn Festival, Camp -related orders GMV (total turnover) on the Ctrip platform increased by nearly 60%compared to the same period of the Dragon Boat Festival. As the weather gradually became cool, camping travel also entered the peak season.

The "Mid -Autumn Festival Holiday Tourism Consumption Report" released by Feizhu shows that during the Mid -Autumn Festival holiday, in low -risk areas, local and surrounding tourism are more active. The order volume of the Flying Pig platform local hotels increased by 52%compared with the same period last month. Among them, the number of orders for Mid -Autumn Festival camping increased by 4 times from the previous month.

Where to go, "micro -vacation" is the keyword of this year's Mid -Autumn Festival. Mid -Autumn Festival tourism is more pursuing the sense of atmosphere. The moonlight, starry sky, hot springs, lake views, and camping are the highest. Day) rose more than 3 times.

According to the big data of Malaysia, during the Mid -Autumn Festival holiday, people's enthusiasm for outdoor activities reached a new high. Camping, cycling, flying trays, paddle boards, etc. are all popular outdoor choices for young people. Among them, the average searches of "camping" in various places rose more than 130%.

According to the operation data of the Orion Camp, the revenue of the Mid -Autumn Festival small holiday camps increased by 66%month -on -month. Love, play, and have rich entertainment activities and high consumption levels, with an average customer unit price of more than 500 yuan.

As an emerging tourism format, camping meets the market needs of domestic tourism and self -driving tour. With the future consumption upgrade and strong support of national policies, the camping industry will become a new consumption growth point. However, the overall "exquisite camping" is affected by the three major factors of "seasons, epidemic, and holidays". It is a peak of camping in spring and autumn, before and after the epidemic, and national legal holidays. With the prevention and control of the epidemic and the restoration of various entertainment venues, it is expected that the growth momentum of exquisite camping in the future is expected to gradually fall, and it will become stable, but it will still maintain a relatively high level of heat.

Red Star Orion color camp

The "delicate laziness" of the camping crowd promotes the development of the entire industry chain of camping

The "exquisite laziness" characteristics of the camping crowd are obvious, and the spiritual "poetry and the distance" are the biggest driving force for consumers camping.

According to the "2022 Exquisite Market Insight Report of 2022 Exquisite Camping Market", the top four of consumers participating in camping are 84%of the landscape, 64%of the party, 39%of the escape cities, 20%of shooting circles, and go outdoors to go outdoors.欣赏风景、聚会交友是大家露营的主要目的；高频露营主题前四分别是星空主题、滨海主题、篝火主题及森林主题；高频配套设施包括民宿、酒店、咖啡店、餐厅、酒吧、温泉、 Bathrooms, movies, etc.; The requirements for camping experience are more convenient, comfortable, and atmosphere. From the pursuit of camping themes and love camping activities, including moving style and popular camping popularity, they all reflect the "delicate and laziness" characteristics of the main force of camping. In the long run, the development of camping tourism is a strong driving force for supporting the development of camping -related enterprises. The rich supporting facilities and products of various characteristic camping facilities and products are rich in the needs of consumers. develop.

Data source: Wen Dao Network "2022 Exquisite Camping Market Insight Report"

The "exquisite laziness" demand promotes the gradual improvement of the industrial chain. The "camping+" industry synergy model can enable the camping industry to integrate links with more related industries ecology, such as: furniture and appliance industry, clothing industry, food industry, education and training industry, entertainment and entertainment In the industry, all kinds of business formats inject new vitality into camping with rich content and elements, enhance the comprehensive benefits of camps and make camping more sustainable.

How to keep up with the development trend of the industry and seize the core secret of the "long red" camping place?

The camping site has become an indispensable area for the cultural tourism industry. Under the catalysis of the epidemic, the camping lasts for three years, allowing more and more people to start paying attention and like the healthy outdoor lifestyle of camping. More and more people have joined the camping track. According to the data of the company, as of September 2022, there were 7,3299 camping companies (67,438 related companies related to camping), of which 26,661 ) It is registered in the past three years. From the perspective of industry development trends, camping is showing five major consumption trends, specifically:

01 seasonal extension, the whole year camping

At present, exquisite camping is more to watch the sky, and the climate and environmental impact of the regional climate where the camp is located. Those who can operate throughout the season, combine self -service camping, exquisite camping, and wild luxury camping are more in line with future consumption trends, which can extend the seasonal increase of operating time in camps, but also meet the needs of consumers of different camping. The changes in the camping demand side have brought new kinetic energy to the camping industry. Following the self -guided camping tent and the exquisite camping light luxury tents, it has a wild luxury tent with all -season, all -weather, all -terrain operating conditions (with warm, air conditioning, independent bathroom). It is rising. Hunter Land luxury S series new products (with warmth, air conditioning, independent bathroom): astrology

02 Geographical No boundary, national camping heat

Natural resources in the south are superior, and there are many camping travelers. According to the "2022 Camping Quality Research Report" released by the Malaysia West, natural resources are superior, the mountains and seas are accompanied by the mountains and seas, the forests and streams are all over, the traffic convenience, and the economically developed East China camping travel number is large, accounting for 25%; The region and the South China region of Doro, coconut forests, and sun beaches account for 21%; of which Guangdong, Zhejiang, Jiangsu, Shanghai, Sichuan, and Fujian camping consumption scale and consumption growth rate are among the best. However, the camping boom has also begun to appear in the north, and the number of campers and the continued growth of the number of campers have continued to grow. It is mainly based on the front line and new first -tier cities in North China and Central China, such as Beijing, Tianjin, Shandong, Hubei, Hunan and so on. Light luxury camping sites are naturally affected by natural climate (such as high temperature, rain and snow, typhoons, etc.) in different regions. Camp booking has a certain range of fluctuations, and the accommodation unit with temperature regulation equipment in the camp will undoubtedly restrict the natural climate of the camps through the regional natural climate of the camp. It is beneficial to achieve all -season and all -weather operations.

Data source: Ma Honeycomb "2022 Camping Quality Research Report"

03 Counter traveling, light up and go into battle

Friends are the main groups of camping travel, while parent -child camping, couple camping, and company group building population have risen significantly, and lone walkers have decreased. Consumers expect to enjoy intimate time with their families and friends in nature, and they also hope that travel is more convenient. Therefore, whether the setting of camp products, whether the camp setting is adapted, whether it can meet the needs of consumer groups, and whether travel is convenient is also the basis for the success of the camp. In the long run, it has a camp with scientific planning, reasonable space planning, clear positioning, and professional management team. Consumer experience is also better, and subsequent operations are more sustainable.

Orion M42 Design Studio Works

04 face value supremacy, eye -catching personality

Looking at the landscape and taking pictures, the high -frequency eyes are participating in camping. The top three of the high -frequency interest distribution of camping consumers are fashion, food, and beauty. The commercial camping site brought by the fire is seriously homogeneous, and it has also made the camp operations "killing the siege" in many camps, and obtaining effective customers became a problem. In addition, more and more camps have begun to pay attention to the branding of camps, and the customized camps of high value are more conducive to "breaking the circle".

Orion Wild Luxury S series products Lalf landing in Guangxi Chongzuo Lix Secret Resort

05 Function generalization, diverse scenes

"Camping+" is an open cultural tourism operating system that can be organically integrated with various projects such as the upgrading of the scenic area, the empowerment of the agricultural and cultural tourism project, the increase in hotel accommodation, and the urban renewal. Camping is no longer "tasteing the wild" or living in the countryside. It can integrate with various life scenes. A series of living scenes such as camping cafe, restaurants, bars, and open -air movies have become standard for camps. In the future, the camping scenario will be more diversified, and the camp repurchase is more loyal to the "content". With high -quality formats, the camp can balance the off -season revenue of the camp in the fierce competition in the future and maintain the "long red" of returns.

Orion, Fujian Quanzhou Poly Poly Sea