Halfway through summer，Various summer camps、The momentum of study tour continues，As a subcategory in “188bet app download + tourism”，Camp 188bet app download has received a lot of attention recently，The “188bet app download + tourism” market is becoming more segmented。It’s worth noting，The biggest difference between the popular summer camp 188bet app download and other “188bet app download + tourism” products is the fixed location、Strong educational attribute。Whether it is the content provider or the camp builder，They all regard camp 188bet app download as an educational product，Different from study tours and parent-child tours, camp 188bet app download has many recreational attributes，Facing many players，How can the tourism industry, which has difficulty cutting into camp 188bet app download content, enter the industry and get a share of the pie？

With both favorable policies and market benefits, the camp 188bet app download industry chain has taken shape

Although camp 188bet app download has only emerged in recent years，But driven by both policy promotion and Chinese parents’ increased emphasis on quality 188bet app download for their children，The field of camp 188bet app download is rapidly influxing into various companies。

Favorable policies。December 2016，"Opinions on Promoting Study Travel for Primary and Secondary School Students" issued by the Ministry of 188bet app download in conjunction with 11 ministries and commissions，Considered by the industry to be valuable for study tours、Research、Camp 188bet app download is of epoch-making and milestone significance。Various government-level youth quality 188bet app download bases、Associations also began to increase。

Parents’ concept of quality 188bet app download is rising。The rise in China’s income level、The improvement of parents’ 188bet app download level has promoted parents’ emphasis on their children’s quality 188bet app download，This situation is especially obvious in first- and second-tier cities。Century Mingde、Wang Xuehui, Chairman of Qingqing Tribe said，Qingqing tribe is targeted at middle-class and above families in Beijing, Shanghai, Guangzhou, Shenzhen and provincial capital cities，These families have a good economic foundation，The concept of quality 188bet app download is better。iResearch’s 2016 survey data also shows that，More than 80% of parents value quality 188bet app download for their children。

Chinese parents’ attitudes toward quality 188bet app download in 2016

Source: iResearch "2016 China Family 188bet app download Consumer Map"

The prototype of the camp 188bet app download industry chain is emerging。Inside、The role of external factors jointly promotes the development of the camp 188bet app download industry，At present, there are vertical segmented enterprises of camp 188bet app download from resources to marketing side，The industrial chain is initially formed。But currently the focus is mainly on camp construction and camp 188bet app download content，Segmented companies such as Shōnenzhi are also beginning to appear on the content side，Yingtianxia also appeared on the channel end，But these companies were established relatively late，Mostly in the exploratory stage，There is no very mature camp 188bet app download enterprise yet，The market is learning、Development stage。

Source: Zhihui

188bet app download and tourism are inherently inclusive，The boundaries of tourism have expanded to include local life and delocalization，And most activities can add educational elements，Both are trillion-level markets，The products of integration will surely welcome the participation of more industries，Multiple industries、Multiple forms will be the main state of the camp 188bet app download industry。

Founder of Juniu&COO Mr. Li Peng expressed his understanding of camp 188bet app download products to Zhihui: In the early stage of product design and planning, sports and outdoor content are the main part，The market enrollment process requires an educational operation mode，In terms of implementation, resources from the tourism industry are needed to solve the problem of food, accommodation, transportation and venues，Finally, the camp instructors and coaches will complete the execution of the entire activity。From the current point of view，Camp 188bet app download from camp construction to marketing，Involving many companies in different fields，A multi-industry crossover situation has been formed。Zhihui is based on the opinions of people in the industry，A simple review and classification of the current market situation。

Camp 188bet app download industry chain and major stakeholders

Source: Zhihui

1. Resource side - many entrants

From an industrial perspective，Content and operations are centered on the 188bet app download industry，This part is also the core of the camp 188bet app download industry，On the resource side and channel side，The phenomenon of more industries entering，Especially on the resource side，Real Estate、Travel、Sports & Outdoors and governments at all levels are involved。Different types of entrants also show different characteristics，The first category is self-built 188bet app download camps，Represented by Vanke，The first type is camp reconstruction based on existing resources，Revitalize existing resources，Represented by scenic spots and characteristic towns。

Self-built 188bet app download camps，With the government、Real Estate、Mainly in the outdoor field。At present, except for the 188bet app download camps established under the leadership of the government，Vanke is a representative of market-led camp construction and operation。Beijing Vanke Outdoor Camp officially opened in 2016，Tianjin Dongli Lake was completed and put into use in 2017，Vanke mainly focuses on construction and camp operations，Undertake camp 188bet app download activities。

Sanfu Outdoor has been developing camp 188bet app download since the second half of 2016，In the early stage, from the perspective of operations, camp planning and construction are the entry point，Integrating the world’s top industry resources，The initial site selection is scheduled to be in Beijing, Shanghai, Guangzhou and the Yangtze River Delta。For future models，Yu Lei, founding partner of Sanfu Outdoor Camp Development Co., Ltd. (hereinafter referred to as "Sanfu Camp") said，In addition to the preliminary camp design and construction of Sanfu Camp，We will also develop an operation and training system，Existing leisure and entertainment、Parent-child interactive content，There is also a need for advanced and systematic outdoor 188bet app download/experiential learning activities and courses。

According to the "2016 China 188bet app download Industry White Paper"，Many listed companies have appeared in the field of “real estate + 188bet app download”，As can be seen from the table below，Currently most of it involves building schools，But these companies are all potential entrants to camp construction in the future。

Source: Sohu 188bet app download's "2016 China 188bet app download Industry White Paper"

The second is to revitalize existing resources，To travel、Mainly outdoor categories。For example, the Qingqing tribe, which focuses on camp 188bet app download，Hope to penetrate into the renovation and hosting of camps based on camp 188bet app download products。Li Peng’s expression on Zhihui，The current construction of new rural areas is good，Special towns are also good，RV camping site is also good，All are facing the problem of missing content，Camp 188bet app download itself is a form of providing content and customer flow，In the future, scenic spots with low traffic may be revitalized、Specialized town、The breaking point of the idle campsite。

2. Content side—led by outdoor and 188bet app download

Because of the strong educational attributes of camp 188bet app download，As a result, most of the content is from educational institutions or companies with educational background，As Wang Xuehui said，The theme categories of camp 188bet app download products are many and scattered，Involves many majors、Subdivision，Will intersect with many industries，Outdoor activities are an essential link and item in each product。Zhihui checked several camp 188bet app download products，Discover Military、Outdoor、Quality development is an essential category，Highly professional categories require many outdoor professionals。Introduced by Ru Shao Shao Zhi founder and COO Li Nan，When choosing a mentor，Youngerzhi tends to two types of people，The first category is students who graduated from 188bet app download majors in sports colleges，The second category is graduates from sports majors or normal colleges。

Products of various camp 188bet app download companies

Educational genes have become an essential element。The enterprise team that analyzes the content side can discover，The biggest thing they have in common is that all team members have educational genes，The first category is 188bet app download represented by New Oriental、Training institution，The first category is to start camp 188bet app download、Introduced teachers represented by the Qingqing tribe。

In addition to the team’s own educational genes，Connecting with relevant educational institutions is also a way，For example, the Qingqing Tribe will introduce educational institutions among shareholders，This is also a way for educational institutions to indirectly get involved in “188bet app download + tourism”。

Source: Zhihui

3.Channel side—B-side mainly acquires customers，Yingtianxia cuts into the vertical C end

Study tour/study、Enterprises providing camp 188bet app download products are directly or indirectly backed by educational resources，All have certain educational customer acquisition channels，Generally related to schools、Cooperation with educational institutions mainly to obtain student customers。Beijing Yingtianxia 188bet app download Technology Co., Ltd. (hereinafter referred to as "Yingtianxia") is the first company in China to cut into the C-end traffic of camp 188bet app download through vertical segmentation。

Yingtianxia was officially established in May 2015，March 2016，Yingtianxia successfully received angel round investment from Galaxy Internet。Yingtianxia’s initial approach was to build a camp 188bet app download website，Place third-party camp 188bet app download products on the website，For customers to choose and place orders，Most of the website’s consumers are C-side customers。In 2017, Yingtianxia began to develop its own products，And launched a campus camp product that uses international schools as camps。Qi Dongxiang, founder of Yingtianxia, ​​once told the media，Hope to form its own complete product system and camp 188bet app download platform，And form a cooperation network in various places。

Camp 188bet app download focuses on experiential 188bet app download，Educate through fun，Not only a professional venue is needed，Professional content is also needed。Judging from the current market reaction，A large part of camp 188bet app download products are integrated with tourism。From a tourism perspective，Camp 188bet app download products are content，But done as a tour，On the resource side、The tourism industry can give full play to its existing advantages on the channel side and even in the operation link，In the field of camp 188bet app download, cooperate with content to provide users with a better experience。

1. From core resources to supporting resources, give full play to resource advantages

Based on existing resources，Resource re-empowerment for the introduction of camp 188bet app download content。Selective renovation of educational camps based on local material and non-material resource endowments，But camp 188bet app download is highly professional，It is best not to be blind during the process of renovation or new construction，Instead, we introduce professional companies with certain experience to cooperate。

Make full use of the advantages of supporting tourism resources。In addition to the core camps in the camp 188bet app download industry，We also need supporting facilities and services，As Li Peng said, this part should be mainly based on tourism。Camp 188bet app download takes place in fixed camps most of the time，Supported catering around the camp、Accommodation、Recreational facilities are essential，There are also necessary transportation conditions to reach the campground。

2.Respect products and market rules，Balancing the educational attributes and play attributes of camp 188bet app download products

Zhi Hui in "You really know how to study abroad、Family travel?？Looking at the creation of "188bet app download + tourism" products from 5 major scenarios and 4 questions》The article once conducted a category analysis of "188bet app download + tourism" products according to educational attributes and play attributes，Camp 188bet app download is the category with the highest educational attributes，This characteristic causes camp 188bet app download products to have different operating modes from tourism products in all aspects。

Wang Xuehui further understood and analyzed the educational attributes and tourism attributes of camp 188bet app download products，He believes that the ratio of tourism attributes and educational attributes in many famous school tour products is 7:3， The 188bet app download and tourism attributes of Yanxue are equally divided，The educational attributes of camp 188bet app download products should be above 80 or 90%。Study Tour、Research、Pan-tourism products such as camp 188bet app download should be dynamic，The ratio of tourism and entertainment attributes depends on the match between the product and the user group，For users，Product consumption should also be a step-by-step process，Study tour products should be at the bottom of consumption upgrade，Mainly focus on broadening the horizons，When everyone’s vision is opened, then enter the fixed camp to study。

Source: article "You really know how to study abroad、Family travel?？Looking at the creation of "188bet app download + tourism" products from 5 major scenarios and 4 questions》

The market is currently overheated and there are no industry standards，It is easy to cause non-professional institutions to disrupt the market，Resulting in product quality、Confusion。For the tourism industry，We should pay more attention to the rules of products，The destination should import appropriate product content based on resources，Find a suitable development path based on product characteristics。

3.Looking for an entry point，Achieving the conversion of C-side traffic in tourism channels

Camp 188bet app download is non-standard、Safety、Reasons such as high prices and separation between decision-makers and users，Cause camp 188bet app download companies to face challenges in acquiring customers on the C-side。Online travel channels represented by Ctrip control a large amount of traffic，There are many parents among them，And some parents have the habit of purchasing parent-child travel products on OTA，OTA channels may be a means to break through the C-side traffic dilemma for camp 188bet app download。

In terms of specific strategies, parents can be guided to purchase similar products in a step-by-step manner，And in the process, the camp 188bet app download brand effect is gradually formed。Camp 188bet app download、Study tour/study、The educational attributes of parent-child travel products are gradually decreasing，Enhanced gameplay attributes，Especially parent-child travel products，Travel and community are the main channels，And the child is too young，You might as well use this type of product as an entry point，Gradually increase parents’ awareness of “188bet app download + tourism” products，Increase the possibility of traffic conversion。

In addition, you can also try the 188bet app download + tourism channel interoperability format，Find the right balance of interests，Opening the boundaries between the two，Not only achieves traffic acquisition，It can also promote deeper integration of the two industries。

4.Camp 188bet app download can use its own characteristics to break time constraints，Exploring a more diversified system，Maximize resource utilization efficiency

What needs attention，Camp 188bet app download has strong time and season limitations，If you only rely on non-course days such as winter and summer vacations or holidays, it will obviously make resources idle for a long time。But camp 188bet app download has a fixed venue，Maybe United School、Educational institutions and others can find more appropriate ways to utilize resources。

Seeking to form multi-dimensional campsites、Multiple time periods、Multi-category operation system，Maximize resource utilization efficiency。Set up an independent camp 188bet app download curriculum system within the course time period，Connected to the school curriculum，Give full play to the quality 188bet app download function of camp 188bet app download，Truly becomes a supplement to classroom learning，It can even become an alternative to physical 188bet app download courses。

The first chairman of China Camp 188bet app download Alliance、Ms. Zhao Wei, founder of Qixing Camp 188bet app download once mentioned，Many schools hope to introduce the camp 188bet app download curriculum system，Comprehensively promote the optimization and upgrading of school 188bet app download，In Australia and other countries and regions，Camp 188bet app download has even been included in the credit course system for primary and secondary school students。Therefore, camp 188bet app download and school 188bet app download will form a deeper complementarity in the future，There is room for imagination to also promote full utilization of camp resources。But how to integrate、In what aspects、Determining which subject courses and how to allocate time, etc. require more attempts and explorations from both parties。

*The author of this article: Zhihui analyst Wang Hui (WeChat: wanghui-zhi)，Editor: Wang Yanchao、Qiu Wei。