2022 camping industry trends white paper From Taobao tmall

The following is the 2022 camping industry trends white paper From Taobao tmall recommended by recordtrend.com. And this article belongs to the classification: Sports data, research report.

Have you ever wondered for a moment why camping is so popular?

Or in the beach, or in the grass, or under the trees, retro canopy tents, campfire kerosene lamps with a full atmosphere, romantic starry night sky… Camping has never been like today, so many people can’t stop.

Since 2020, it has been growing rapidly for three consecutive years. On the little red book, the notes related to camping have exceeded 1million +. During the May Day and Dragon Boat Festival holidays in 2022, camping equipment, camping clothes, camping photos, and camping food are hot search words on all major platforms.

This also makes us wonder why camping can be popular? Who are the people camping? What preparations does novice Xiaobai need to make before going camping?

Recently, the 2022 white paper on tmall camping trends on Taobao was released, presenting us an overview of the camping consumer market, analyzing the portraits of the main groups of contemporary “camping” and what changes have taken place in their consumer demands for camping.

1. No equipment, no camping, exquisite camping drives the continuous growth of equipment market consumption scale

As early as the last century, mountaineering camping has begun to rise. However, at that time, camping was more “ascetic” and was labeled as “minority”.

2020 is called the first year of camping by insiders. The epidemic situation is complex and changeable, and the travel radius is shortened. Local tourism and peripheral tourism have become the main choices for tourists to spend weekends and holidays. Therefore, camping lifestyle has become a new tourism model sweeping the country. People’s enthusiasm for camping is unprecedented, and camping has propped up half the sky for tourism.

In recent years, camping variety shows such as “Hello, life”, “Star chaser” and “let’s camp together” have been launched one after another, which has ignited the audience’s longing for a peaceful life outside the city.

The white paper shows that there are more than 52000 enterprises related to “campsites” in China. Over the past five years, the number of registered enterprises related to “campsites” in China has increased year by year. In 2020, 8800 related enterprises were added, with a year-on-year increase of 228%, achieving the largest growth rate in the past five years. In 2021, 21000 related enterprises were added, which was the year with the largest number of related enterprises registered in the past five years.

No equipment, no camping. Different from the traditional way, the camping scene is moving from hiking camping and Park Camping to exquisite camping step by step.

The heat from the consumer end is transmitted to the supply end, and finally becomes countless commodity links. Taobao tmall big data shows that in the past three years, the proportion of online camping equipment consumption in the outdoor sports market has increased year by year, and the population has huge room for growth. The market scale of camping equipment continues to grow, and the growth will accelerate in 2021; The increase of unit price is the main driving factor, showing consumption upgrading; New customers are still the main force, consumers’ repurchase mentality is formed, the proportion of old customers is increased, and the purchase categories are more advanced.

The way of camping has been upgraded from traditional Park Camping and hiking camping to exquisite camping consumption. Among them, the consumption share of camping tents is the largest. In 2021, the consumption of Amoy canopy increased nearly 200 times year-on-year; Chairs, chairs and tables have also developed rapidly, and their share has increased; The consumption potential of new categories – campsite cars and sky curtains has exploded.

New customers’ first purchase categories are mostly picnic mats, park tents, picnic stoves, picnic gas tanks and other park picnic categories, tables and chairs, camp lights, sleeping bags, large tents and other exquisite camping goods, which mainly undertake the advanced needs of old customers.

The purchase of camping equipment by consumers tends to be diversified, and the wisdom of package purchase is enhanced. The number of people who buy 3 categories or more per year has increased significantly. Picnic stoves + picnic air tanks, hammocks + picnic mats + tents are the combination that consumers love to buy most.

In terms of brands, domestic brands are the mainstream of the current camping equipment market, accounting for more than 80% of the market share and maintaining high-speed growth. In 2021, the growth rate exceeded that of imported brands. In the past two years, new brands have been pouring in, with 1800 + new brands added in 2021, and the proportion of new brand consumption continues to increase.

Taobao cool city has incubated exquisite camping sellers since 2020. From the initial few buyer stores and factory stores, it has developed 300 + exquisite camping sellers. At the same time, many of them have grown into domestic well-known brands in the process of development; Based on the operation position of tmall, the mature brands of tmall, such as Nuoke, mu Gaodi and Heilu, have continued to cultivate deeply, and the business scale of tmall has expanded rapidly.

2. “Camping fever” and “bringing families together” are cutting-edge parents who love camping most

With the camping out of the circle, the people participating in the camping are also more generalized.

The white paper shows that 30 + year olds in tier 1-3 cities are the core group in the camping equipment market, and the demand for parent-child camping is the strongest; The consumption of people with high purchasing power in low-level cities is growing rapidly, and the consumption potential cannot be underestimated. Among the market crowd of Taoxi camping equipment in 2021, cutting-edge parents and urban middle-aged people are the main force in the camping equipment market, and quality youth and small town capitalists are potential stocks.

In terms of consumption preferences, the number of cutting-edge parents is large, the consumption width and number of pieces are large, and the consumption frequency is also high. They like to buy high-priced tents and chairs; The number and unit price of middle-aged urban consumers are moderate, they prefer traditional mountaineering / Park Camping, and invest more in picnic equipment, tents and mountaineering sticks; The consumption growth of quality youth is the fastest, the unit price of purchased parts is the highest, and they prefer to invest more in tents, stoves and chairs; The consumption of petty bourgeoisie in the town has a rapid growth rate and strong consumption capacity. The annual consumption per capita, consumption width, number of pieces and frequency are the highest, and they are more interested in high-priced chairs and picnic mats.

3. From “hot” to “long red”, we can grasp the growth password only by understanding the five trends

With the iteration of various new brands, new categories and new products, we see the great potential and opportunities of camping consumption track. But in the constantly changing consumer demand, how to keep up with the development trend of the industry and grasp the core secret of the brand “Changhong”?

The white paper shows that from the perspective of development trend, camping is showing five consumption trends, specifically: seasonal extension, annual camping tide; There are no boundaries in the region, and there is a nationwide camping fever; Travel together and pack light; Beauty is supreme, personality attracts eyes; Function generalization and scene diversification.

Seasonal extension, year-round camping tide. One of the joys of camping is to truly feel the changes of nature. “The most beautiful April day” and “golden autumn September” are the most popular, and spring and autumn camping is the most suitable. From the consumer side, more and more consumers begin to chop their hands in summer and winter. The consumption growth rate in winter is the highest, and the consumption in summer is close to spring, and the growth rate is higher than that in spring; In June and November, with the support of Amoy promotion, it became a new growth point of consumption; From the Mid Autumn Festival holiday in 2021, the industry has completely entered the stage of ultra-high growth after the fermentation period in summer.

During spring and summer, consumers prefer to take park tents and lie on picnic mats and hammocks to feel the comfort of spring and summer; In autumn, I like to push the campsite car, set up the sky curtain, light the campsite lights, and feel the romance of autumn with friends; In winter, I am keen to bring food and barbecue together to add warmth to the cold winter.

There are no boundaries in the region and there is a nationwide camping fever. From south to north, camping fever spread rapidly. The consumption scale and growth rate of Guangdong, Zhejiang, Jiangsu and Shanghai are all in the forefront, and the people of Shandong and Henan also love camping very much; Beijing, Jilin, Tianjin and other northern cities ranked among the top cities with the fastest consumption growth.

Among them, consumers in the South who are at the forefront of camping prefer exquisite camping, spend more on exquisite camping equipment than those in the north, and are very fond of new advanced categories such as sky curtains and campsite cars. Northern consumers mainly prefer traditional hiking, mountaineering and camping in parks, and prefer picnic equipment and climbing sticks.

Travel together and pack light. Friends are the main group of camping trips. In 2021, the number of parent-child camping and couple camping increased significantly, and the number of solo travelers decreased. Consumers expect to enjoy intimate time with family and friends in nature, but also hope to travel more conveniently, equipment more lightweight, and pursue easy camping.

From the perspective of consumption trend, tents with larger space and lighter materials are becoming more and more popular with consumers. Among auxiliary equipment, parent-child players prefer portable aluminum tables and chairs, and solid wood is the beauty choice for young players.

Beauty is supreme and personality is eye-catching. “Who will camp without a film?” According to the survey data, “taking good photos” is one of the top five camping motivations of consumers. Whether the appearance of the equipment is online and whether the style is eye-catching directly affects the choice of consumers. Correspondingly, the consumption potential of exquisite camping tents is outstanding, and the sky curtain has become a new artifact; The consumption of multifunctional combination tables with strong expansibility has increased, and chairs with high appearance and high comfort have been favored; The camping style is also changing, and the popularity of BC camping and Heihua camping is rising.

Function generalization and scene diversification. The concept of camping is also expanding, and the scenes are more diverse. Chairs, campsite cars and campsite lights break through the boundary of campsite scenes and extend to more life scenes.

Indeed, the epidemic has been the catalyst for the popularity of camping in the past two years, but we also see that camping has become a lifestyle for people to relax and relax on weekends and holidays, and has become a long-term fixed leisure option like peripheral travel and B & B travel. At the same time, new consumption trends are emerging on the consumer side. Taobao tmall will continue to provide insight on the supply side to match consumer demand and provide consumers with a better camping experience.

With an eye to the future, it will be an inevitable choice to enrich consumption scenes, create a more perfect service experience, penetrate the camping culture deeper into people’s consumption consciousness, and build a virtuous market model and upstream and downstream industrial chain. We believe that in the future, camping in China will gradually establish its own unique camping culture and emerge world-class excellent brands.

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