At the weekend, you can sleep comfortably until you wake up naturally. At noon, you come to the nature in the suburbs, where the beautiful tents, camping equipment, food and drinks are ready. All you need to do is sit down and enjoy the leisure time, eat and drink with friends, chat to the full, and then go home with a happy mood… Now, the exquisite camping has become a new hot spot of peripheral tourism, Among them, camping without overnight is a popular choice. In fact, whether staying overnight or not, comfort, relaxation and leisure have become the key words of this kind of exquisite camping experience, and have won the love of many people.
No overnight camping subverts traditional exquisite experience
Recently, “post 90s” Xiaohui fell in love with the activity of camping overnight, which is different from the impression of camping in the wild with a large backpack and tent. Xiaohui’s experience of camping is obviously much more refined. Not only is there a special organizer responsible for arranging the camping site, but she doesn’t need to worry about all the equipment and food. She just needs to change into her favorite clothes, put on beautiful makeup, and go to the camping appointment with a beautiful mood. If necessary, the organizer will also arrange special photographers to provide professional photography services. “I have always wanted to experience tents, but the experience of sleeping in tents in the wild is obviously not suitable for me. Now this exquisite camping experience is just in line with my needs. It can not only contact nature, but also not very hard. It’s about two or three hundred yuan a time. Go to play for half a day at the weekend, and all the camping experiences are available.”
In other words, taking a holiday in the name of camping will be more in line with the spirit advocated by exquisite camping – more exquisite than the traditional camping experience, and have fun, good-looking, easy to shoot and comfortable experience. Ken Aken, who had participated in the exquisite camping group building activities organized by the company, told the reporter that enterprises now basically consider the surrounding areas for activities. He has experienced mountaineering, hiking, bathing in hot springs, and rural tourism. He was surprised by a small exquisite camping group building activity organized by the department not long ago. The department handed over the activities to the company that organized the camping. A group of people drove to Conghua by themselves. After tasting the local farm food at noon, they arrived at the designated place. They saw that the tents and food on the dining table were ready, and some people organized to play various group building games. In the evening, while enjoying the delicious food and enjoying the impromptu music performance, the colleagues were in high spirits and praised the relaxed camping experience.
Although the refined camping that does not stay overnight is targeted at a wider range of groups because of its flexible time and no need to consider the comfort of accommodation, the refined camping that does not stay overnight is still the favorite of deep camping lovers. Nowadays, with more and more choices of campsites in surrounding tourist destinations, it is increasingly popular to experience camping in depth in campsites with complete supporting facilities. With the emergence of RV, luxury villas and other housing types in these campsites, the camping experience in these surrounding areas is more diversified.
Reason: Why is exquisite camping so popular?
Different from the traditional impression of camping, the exquisite camping that has emerged since last year with the flavor of many trends has suddenly become a hot spot for peripheral tourism in the past two years. A large number of exquisite camping equipment brands, product suppliers, and service organization companies have emerged at the historic moment, constantly “replicating” the new experience of exquisite camping for the people who want to taste it.
In fact, outdoor camping is not new to many people, but the exquisite camping started last year has played a new role. The concept of exquisite camping originated in Europe and America. The English word is Glamping, which is a combination of “Glamorous” and “Camping”. The Chinese translation is exquisite camping, style camping, etc. From Camping to Glamorous, its core is camping, but it emphasizes the display of its “charm” and removes the elements of adventure and outdoor hard experience.
The direct embodiment of charm is “high beauty”, beautiful white tents, retro chandeliers, high-quality outdoor tables and chairs, barbecue racks, coffee machines, and beautiful vases and decorations. A good photo is taken at hand. Now, when you open the social network platform and enter “Exquisite Camping”, you can see many “templates” uploaded by netizens and bloggers, all of which are not photos of online celebrities. In addition, under the demand that people yearn for high-quality leisure nowadays, the charm of exquisite camping is also reflected in “comfort”. There is no need to worry about the harsh conditions. Whether it is infrastructure or software equipment, it exudes exquisite taste. Even tents can be equipped with air conditioners. Even in hot weather, you can sigh comfortably in the tent with air conditioners.
The year 2020 is called “the first year of camping” by many insiders. According to the data of AIMedia Consulting, the market size of camping camps in China will increase from 7.71 billion yuan to 29.9 billion yuan from 2014 to 2021. It is estimated that the growth rate will reach 18.6% in 2022, and the market size will reach 35.46 billion yuan. In this regard, the analysts of AIMedia Consulting believe that the market size of camping camps will be driven by the growth of the overall tourism market and the increase of consumer demand for experiencing nature, It is expected to continue to grow in the future. According to the data, the proportion of exquisite camping experience in the whole camping market has been increasing in the past year, and the number of experienced campers has reached 20% of the total number of campers.
Who is playing exquisite camping? The “post 90s” and “post 95” are the main consumers
“Young people, parent-child families, and company group building are the main experience groups of exquisite camping.” The person in charge of Milu Travel, whose net name is “Uncle Rabin”, told the reporter that there are no more than these three groups of people who play exquisite camping nowadays, and the most prominent demand of them is “social traffic attribute”. The “post 90s” and “post 95s” are the main consumers of exquisite camping. The reason why they like the experience of exquisite camping is that they can not only be close to nature and happy physically and mentally, but also take it as a new social way to show the colorful life of young consumers.
A “2021 Generation Z Camping Social White Paper” released by Taobao and Saul shows that young people who love camping social have some very personality characteristics. Camping social is one of their main appeals. They can communicate in a stress-free environment through camping, which is close to nature. Compared with the script killing that young people like, in terms of the freedom of communication, camping is not limited to the game mechanism, and any topic can start hot talk, while script killing and secret room escape must focus on the game itself, so it is easier to establish high-quality social relations during camping travel. In addition, this report also shows that 82% of the “post 95” campers have chosen at least one skill, including cooking, skateboarding, playing music, riding, fishing, etc. The possession of multiple skills also means that the “post 95” campers have more common topics to deepen their relationship.
Camping has become a new outlet for surrounding tourism, which has led to the creation of new jobs such as exquisite camping planners
With the trend of peripheral tourism becoming the mainstream of travel, style camping has become a new way to play peripheral tourism. Zhao Huanyan, the chief knowledge officer and senior economist of Huamei Consulting Group, said that under the influence of the hotel business in 2020, the profit of the camping site service was 10 million yuan. It can be seen that this segment of the industry received market attention after the epidemic. “This year, the development of self-driving tourism and peripheral tourism makes the development of camping at the right time.” Zhao Huanyan believes that the quality of camping depends on the level of experience, which is the performance of “experience economy”. The experience economy is a way of operating based on customer demand and experience, and the relationship between its services and products has been reversed. It is suggested that in the experience economy, the main research direction is not to provide products, but to provide a stage, Let the experience elements attach to the products and services, and keep the experience memory in the consumers’ minds for a long time.
In addition, the huge market demand has promoted the rapid development of this industry, and has also spawned new jobs such as exquisite camping suppliers and exquisite camping planners. As early as 2013, “Uncle Rabin”, as a donkey friend who loves outdoor camping, set foot in the field of camping. But since last year, he had a premonition of the upcoming trend of exquisite camping, and he led his team to launch exquisite camping service projects such as staying overnight and staying overnight in the province. “Exquisite camping has many peripheral play methods that can be expanded, such as kayaking, skateboarding, rock climbing, hiking, mountain climbing, and research courses for parent-child travel, which can be carried out, but what really needs to be done is innovation, such as integrating culture into the experience of exquisite camping.” For example, he introduced the camping experience of Cantonese tea houses in Lingnan scenic spots, Put the steamer of Cantonese refreshments on the trolley of the teahouse to provide the guests with special food experience during the exquisite camping, set up bookshelves and create reading corners during the camping, and other activities are also very important. For example, music parties and other forms that young people like can be introduced into the experience.