Light yellow long skirt, fluffy hair, pleasant scenery, exquisite food... Is this the standard punch in map for camping picnic common in your circle of friends this year? Under the impact of the epidemic, the hot outbound and inter provincial tours in the past holidays were forced to press the "pause button", and under the normalized management of the epidemic, long-distance travel is regarded as a high-risk way of travel.
The camping picnic with close drive and beautiful scenery has become a phenomenal topic that can not be avoided during the May day trip this year. Boiling a cup in the breeze, baking a lamb chop by the lake and walking on the grass have become a new fashion for urban people to escape the concrete forest and get close to nature.
According to < a data link = "1" href = "" target = "_blank" > Ctrip camping data, camping travel orders during the May Day holiday have increased five times compared with the Qingming holiday, and the average daily search volume of relevant keywords in the station has doubled month on month in April. The trend of peripheral travel in camping travel is obvious. Recently, the proportion of applying for local + peripheral camping products on Ctrip platform has reached 85%, and the local proportion has reached more than 50%< A data link = "1" href = "" target = "_blank" > qunar platform data show that during the May Day holiday this year, the ticket sales of campable parks increased by more than 50% year-on-year.
Open the little red book and public comments, you can find picnics and camping clock in pictures everywhere. Various strategies and nanny level photography < a data link = "1" href = "" target = "_blank" > tutorials emerge in endlessly, and you can take picnics in 10 seconds.
Source: screenshot of little red book
But with the popularity of camping and picnics, all kinds of chaos began to emerge. For example, the phenomenon of "photo cheating" in camping consumption is emerging one after another, which makes many people cry out that they have been deceived after punching in the card, and the heavy filter and excessive decoration have been criticized; In addition, the picnics were exquisite in front of people and embarrassed after people. The mess after taking photos and clocking in was stunned.
Tourism enthusiast Anna reluctantly expressed that the current "favorable time, place and people" of camping picnic. "I don't think most people will follow suit if it's not because they really have nowhere to go and are bored at home."
"Photo deception", noise and garbage behind exquisite camping
As a demon Internet person, Jiaxing Girl Anna loves traveling very much. On weekends, she traveled from abroad to the Warring States period, and was also the first to try camping and picnics.
Over the past few years, Anna has maintained the habit of outdoor camping 1-2 times a year, with about seven or eight friends for two days and one night.
Because outdoor camping usually requires overnight stay, Anna and her party have some outdoor tourism experience and more complete equipment. For example, someone is responsible for bringing the canopy and tent, someone is responsible for < a data link = "1" href = "" target = "_blank" > barbecue, barbecue also requires everyone to pick up trees and build a campfire, and someone is responsible for making coffee, wine and preparing scripts. They all perform their duties, and they also need to finalize various details a week in advance.
One of the biggest difficulties is to spend the night. You need to know about this place in advance and whether it is safe.
"I used to go camping at the seaside in Wanning and had a poor sleep experience at night. Usually, the team will be accompanied by 'old drivers' who know where to spend the night and what sleeping bags to use at night."
In addition, camping season requirements are also very strict, generally in spring and autumn. "Many young people like camping. I bought Tesla Model y because it can really plug equipment. It's convenient to drive out and play around."
However, with the recurrence of the epidemic in Jiangsu, Zhejiang and Shanghai, the form of picnic with a sky curtain and no overnight has gradually replaced the previous camping and become a new choice with a poor sense of experience.
"In fact, the previous camping was quiet and close to nature, which was very empty in that space atmosphere; at this stage, it can be called an exquisite picnic. It is more artificial. You will find that there are a lot of adults, children, cats and dogs one by one in the park scenic spot, which is very noisy, and there is a lot of garbage left after people leave."
Source: pictures provided by respondents
Exquisite camping (picnic) does not require cumbersome preparations. Two or three people can make an appointment, get a tent / canopy, tables and chairs, and buy something to eat. In terms of site selection, the place with lake and grassland in the park is generally preferred for picnic. "Many people don't take pictures of the scenery for picnics. They basically take pictures of the food, so the scenery has little impact. I usually take two or three pictures of the food and it's over."
For more fun, Anna and her friends even bought balance cars and go karts. Under the exquisite picnic, the supporting equipment and consumer products also make these young people full of curiosity.
"Going out for a picnic is for everyone to bring their own equipment and play together. In this way, the cost of a picnic is actually very low. Now there are many forms of leasing, which is more suitable for a family to go out. If you bring your own equipment, you will want to play often. You can go wherever and whenever you want. If you don't have equipment, you need to find scenic spots that can rent equipment."
Like Anna, Lily from Taizhou also chose to bring her own equipment. As a clock in enthusiast of online red shop, Lily after 95 naturally didn't want to miss the recently popular picnic. In addition to buying tables, chairs and picnic mats, lily also wants to buy a 400 yuan trolley recently, but it is still under consideration because the price is slightly higher.
But what makes Lily very unhappy is that it rains every time she takes all her equipment out. She can't say how much to play, and there are many and heavy things... "In fact, it's all for taking photos and clocking in. If she can't finish eating, she has to take it back. Maybe it's because two people go out and can't really consume it."
Source: pictures provided by respondents
In Lily's opinion, following the trend is a good way to travel, but there are too many ways to beat the clock. Compared with the online red shop, the preparation energy of the picnic really belongs to "high investment".
"Flowers, drinks, cakes and snacks are basically prepared, and they are not expensive. Flowers are generally about 70 yuan. Milk tea, coffee, bubble water, cakes and fried chicken are usually brought more, mainly to take photos. For each cost, excluding the one-time purchase cost of picnic equipment, the maximum purchase is 200 yuan."
For Lily, picnic is not her favorite way to travel. In her opinion, it's not necessary to give up the pleasure of the picnic itself in order to take photos and to suffer in order to serve the circle of friends.
What puzzled her most was that during the May Day holiday in the citizen's Square near her home, all kinds of tents, picnic cloth and sky curtain seemed to form a crowded trend on the lawn. "There is no sense of picnic atmosphere at all. Ordinary tourists even find it difficult to walk."
The camping track becomes a "hot wilderness" and accurately harvest the "new three groups"
In fact, the current hot camping started in 2020.
At that time, under the repeated COVID-19, the global outbound tourism and long-distance travel were greatly affected, while camping focusing on peripheral tourism, short distance outdoor, nature and light luxury became popular. Therefore, 2020 is called the first year of camping. Then it will usher in a wider range of popularity and the rapid development of the whole industry in 2021.
According to the Research Report on the current situation of China's camping economy industry and consumption behavior data from 2021 to 2022, the market scale of domestic camping camps has increased fourfold from 2014 to 2021, with the scale soaring from 7.71 billion yuan to 29.9 billion yuan. It is expected that the growth rate will reach 18.6% and the market scale will reach 35.46 billion yuan in 2022.
According to Yu Yuan, an analyst at mob Research Institute, on the one hand, the rise of camping picnic is a way for modern people to return to nature because of their tense work, fast pace of life and mental pressure; Second, the epidemic limits people's travel radius. In this case, people can only look for new tourism scenes, and camping in the suburbs or around is a good choice; Third, popular variety shows such as "Star chaser", "Hello life 2" and "wife's romantic journey" convey people's yearning for a slow life and have a certain impact on consumption guidance.
At the same time, the first attribute of camping has gradually shifted from "embracing nature" to strong sociality. The report also pointed out that 62.8% of camping consumers camped with their families; 55.0% of camping consumers camping with friends; 42.4% of consumers camped with their lovers; Only 1.7% of camping consumers choose to camp alone.
Yu Yuan said that this means that camping is not only a new way for young people to socialize, but also a new choice to accompany their families.
"The main group of campers are young people in the first and second tier cities. They live in cities for a long time, have greater pressure on work and life, and are more eager to travel close to the original nature. Young people with a certain economic foundation and consumption ability catch up with the trend and pay more attention to social networking. Camping is the most fashionable way of social networking at present. It can be seen from the screen brushing of major social platforms, which greatly meets the needs of young people for 'high film yield'." One group is the young Baoma and Baoda. For them, camping is a good way to educate and relax their parents and children
Source: Hi, King wild luxury camp
Hi, Wang Chunwang, co-founder of King wild luxury camp, agrees. In his opinion, the camp is mainly aimed at the "new three people", the post-80s to post-90s who have children, cars and leisure living in the provincial capital or first and second tier cities.
With the continuous development of the popularity of camping, it is further divided into three types: traditional camping, portable camping and exquisite camping.
Among them, at present, the most popular exquisite camping is also the most active in the circle of friends or planting grass because of its high appearance, good quality and trendy renewal. It is more in line with the needs of young people to flaunt their personality and lifestyle. Picnic is one of the exquisite camping. Because it needs to pay a lot of money and energy to support and toss, it is even called "moving camping".
The popularity of camping not only directly drives the "one hard to find" of tourism surrounding resources such as the camp, but also drives the hot sales of a series of camping equipment and products. According to the 2021 Z generation camping social white paper released by Taobao and soul last year, tents, mattresses, sleeping bags, cooking utensils, atmosphere lights, mobile bathrooms, folding toilets and pet anti loss clothes are the eight most popular items for mobile camping after 95, while RV, card ovens, coffee machines, delicacies carefully placed, tables and chairs, flowers and even projection, sound < a data link = "1" href = "" target = "_blank" > washing machines and other equipment have also become necessities.
With the increasing volume of exquisite camping, the sales of camping related equipment products have increased greatly. Camping products such as tents, sky curtains, tables and chairs, sleep and cooking equipment are becoming more and more abundant. The equipment brands of various vertical categories are gradually high-end and expensive. Camping related industries, such as barbecue semi-finished products industry, camping equipment, equipment rental, RV and so on, have become popular.
Source: Hi, King wild luxury camp
According to Tianyan survey data, the total registered amount of camping related enterprises in China has continued to soar in recent three years, and the newly registered camping related enterprises increased by 144% year-on-year in 2021. Moreover, according to incomplete statistics of public data, four camping brands have obtained financing since 2021. The only capital and little dinosaur fund have continuously bet on "hot wilderness", and Zhongding capital and Qingshan capital have also successively entered the camping industry. Although there are few financing projects, it can be proved that capital currently holds a positive and optimistic attitude towards camping related tracks.
But even so, while camping is fast and popular, it also faces some development bottlenecks.
Wang Chunwang admitted that although camping coexists with other forms of tourism and has outstanding advantages, it also has many problems. For example, it is greatly affected by the weather and can not be operated in winter. Enterprises in the industry have problems such as excessive publicity, imperfect operation system and lack of core barriers. At the same time, non-standard industry leads to safety risks, which will further lead to policy risks, and the mentality of anxious to make money will further lead to enterprise reputation risks.
"During the May Day holiday, I visited many campsites in Xi'an. There was great enthusiasm on the market side. Camping has replaced supermarkets and shopping as a new way of life, and it has been in full load on holidays; on the other hand, the supply side is uneven. Many projects obviously catch up with the opening of May Day, the preparation is not enough, and most camp operation systems are not mature." Wang Chunwang believes that if enterprises are anxious to make money and focus on form, they will leave the core of micro vacation.
It can be seen that whether the current camping market will be refined on the surface or usher in a real tuyere remains to be tested by time.