This year，If you didn’t post a &ldquo in Moments during your holiday;Roadside picnic”’s family portrait，Then you must have had a fake holiday。

Last two years，“Camping+”Became a tourism market“Darkest Hour”The rare light in the world，According to data from Xiaohongshu，The number of searches and notes posted about camping has increased exponentially for three consecutive years，As the most fashionable way to vacation，The topic of camping continues to break the circle，Extending from the economic field to social issues。

Therefore，Many people have raised questions，This wave of camping“Wind”How long can it be blown？

Some people think，In the special context of the epidemic，Outbound travel and domestic long-distance travel“Withdrawn from WeChat Moments”，This gave Style Camping the opportunity to appear frequently on camera。

However，“Camping”The explosion of concepts does not happen out of nowhere，But it has been quietly cultivating the market for more than ten years，Experienced a long period of consumer mind implantation，It was just lurking behind the mainstream tourism methods before。

Most people’s first experience with group camping is during college。According to statistics，More than 60% of students have participated in various camping activities during college，Nearly 20% of participants have mastered certain outdoor skills，Considering the millions of college graduates every year，This is a huge audience market，and already“Spontaneity”accepted the consumer enlightenment of the camping market。

Compare with another set of data，Seems more convincing。According to 188bet sports betting app download statistics from Xiaohongshu，The camping clientele has changed in the past，From the original, it was mainly college students aged 18-20 years old，Transformed into professional white-collar workers aged 24-35。

Is it because the circle attracted by the camping market has expanded?？Is the age of the target customer group changing?？

Actually，Not“Elderly”Falling in love with camping，But people who love camping are gradually“Getting older”。As these people enter the high-level workplace and their incomes rise，Became the mainstream consumer group leading this wave of high-end camping。

Bald man is one of these outdoor camping enthusiasts，Even organized“Semi-professional”的Outdoor Club，Have done a lot of“Climbing mountains and entering valleys、Wading in the water and watching the sea”’s outdoor activities，Still today one of the huge existing customers in the camping market。

It’s just different from more than 10 years ago，As we age、Scenario Social、The need for family companionship and parent-child interaction，Previous“Climbing mountains and wading”’s wild camping evolved into today’s comfort、Luxurious and exquisite camping Glamping。

Glamping is a combination of the words Glamorous and Camping，It simplifies the hardcore attributes of camping wilderness adventure，Make it a way of rest that fits the exquisite life style and aesthetic philosophy of modern and contemporary people，With strong social attributes。

The difference between the two is mainly reflected in the function orientation of the hardware equipment，Early outdoor players focused on portability、Keep warm、CAO-resistant light equipment，Glamping not only makes equipment heavy-duty，And more pursuing style and design。In other words，Users need it as social currency，Show your wildness and flavor of life on social media。

In the industrial chain of the camping industry，Can be divided into outdoor equipment、Three sub-industries of short-distance or peripheral group tour services and camp services。where，Camp service is an emerging 188bet online sports betting industry，Group tour service is a derivative business in the traditional industry，And outdoor equipment belongs to the old industry“Second Innovation”。

Camping equipment in a narrow sense can be understood as“Canopy+tent+BBQ grill”Classic three-piece afternoon tea style，This entry-level package can meet 80% of the needs of 80% of users。But this kind of only hits“Passing line”The configuration is not enough，What can really attract users to continue spending money is the simple and elegant experience that is separated from urban modernity。

In other words，Everyone wants to be“Li Ziqi”，What he lacks is someone to provide him with convenient equipment and equipment。

From this，The pattern of camping equipment is opened，Because camping equipment is a scene concept，Every creative point can expand its boundaries。For example，Brewing a pot of freshly ground coffee in the camp is a necessity in the camping scene，Coffee machines are a common category in the home appliance industry，But redesigned for camping scenes is a new product，Portable rechargeable、Siphon type or hand-cranked coffee machines can be used for different outdoor methods。

Visible，According to the broad range of outdoor equipment，Mobile Kitchen、Mobile audio and video、Inflatable bedding and other equipment systems have opened up new growth space for the camping equipment market。Domestic outdoor equipment companies have long been OEMs for foreign brands，Accumulated maturity、Complete industrial chain system。current，Nearly 50,000 companies related to the camping service industry，More than 90% of them belong to outdoor equipment companies。

Last two years，Domestic leading companies have begun to focus on building their own brands，Riding the east wind of this outdoor boom，The market share of domestic outdoor equipment has begun to increase significantly，Let’s take stock of the current operating conditions of mainstream outdoor products companies in the field of camping equipment。

MobiGarden has its own camping equipment brand and manufacturing factory，188bet app download Currently the largest outdoor equipment manufacturer and brand in China。Overall income in 2021 9.200 million，Including outdoor tents and equipment income 7.700 million，Camping equipment accounts for 84% of total revenue。Mugaodi’s tents are produced by our own factory，Other outdoor equipment is designed and developed by the company，Outsourced production later。Because we started our business by relying on OEM，There are still 70% of export revenue。

Traditional outdoor brands such as Pathfinder、Sanfu Outdoor，Although operating income is higher，But most of the products are mainly outdoor service trade。2021，Pathfinder total income 12.400 million，1.1 billion of which is revenue from outdoor clothing and shoes，Outdoor gear only 1.1.7 billion，Accounting for less than 9% of total revenue.5%。Sanfu Outdoor’s total income last year was 5.5.6 billion，Including outdoor clothing and footwear revenue 4.200 million，Outdoor equipment is only 62.46 million，Approximately 11% of operating income.2%。

Naturehike mainly specializes in camping equipment，As a pure outdoor e-commerce brand，The company is mainly responsible for product design and development，Manufacturing relies on outsourcing。April this year，Noke completed the first round of financing，Exclusive investment of nearly 100 million yuan by Bell Capital Capital。

The product categories of Zhejiang Natural Focus are relatively unique，With outdoor air mattress、Cushion-based，The company is an ODM export-oriented enterprise，Export revenue reaches 80%。Outdoor air cushion products can better solve the traditional pain point of comfort in outdoor sleeping equipment，Other manufacturers are also trying to develop such products，Zhejiang naturally has a deep accumulation of technology and patents，Have first-mover advantage。

Original，Traditional camping equipment belongs to the category of durable goods，After becoming the new trend of this round of travel economy，“FMCG”’s genes are being implanted。If you 188bet online sports betting start with “FMCG”View camping equipment from a perspective，“Fast”and“Fashion”Become two core elements。

On“Fast”，Including both product and operation aspects。In terms of products，Exquisite camping will eventually bring all the indoor life experience to the wild，It involves coffee、Food、AV、Board Games、Fishing、Air cushion、Oven and other supplies for various scenes。Based on the current market，Belongs to“Demand”Walking in“Supply”front，Who can make the first breakthrough on the supply side，Rapidly expand peripheral products、Increase the number of SKUs in each category，Whoever gets the upper hand in market share。

In operations，Take multiple SKUs、Small batch、Fast iteration strategy，Increase the frequency of product update rate，Keep up with the evolution of avant-garde needs，Respond quickly，Shorten R&D as much as possible、Production and shelf life cycle。

On“Fashion”，On the one hand, it is necessary to increase investment in design and R&D，The design style pays more attention to simplicity and light luxury。On the other hand，Currently，Some luxury brands、Cosmetics brand、Watch brands are also launching camping clothing or introducing camping elements。How camping equipment manufacturers can cooperate or co-brand with it，Introducing fashionable items to drive growth in unit price，To lead the trend of camping fashion。

Pathfinder and Sanfu Outdoor represented by outdoor clothing，Has obvious characteristics of B2C enterprises，In the past, in shaping brand image and marketing promotion“Leave no stone unturned”，Marketing expense ratio is generally above 25%-30%。

As ​​for Mugao Di and Zhejiang Nature, which mainly rely on overseas OEMs，We need to be more restrained in investing in domestic marketing，Even so，In the past two years, I have also accumulated many brands of tap powder。domestic manufacturer“Export to domestic sales”The road is open，With the increase in domestic marketing 188bet online sports betting efforts，Domestic independent innovative brands will increasingly come to the forefront。