Source: Xinmin Evening News 2022-07-16 13:08 Published in Shanghai You have never experienced camping, but you have at least heard of camping because camping has been so popular in the past two years!

Source: Xinmin Evening News 022-07-16 13:08 Published in Shanghai

You have never experienced camping

but you have at least heard of camping

Because camping has been so popular in the past two years!

html On July 15, the third "Shanghai Made in Goods" opened. Xiaohongshu, which participated for the third consecutive year, moved the outdoor camping to the site completely, with tents, campers, camping tables and chairs, titanium cups and other furnishings for visitors. Visitors felt the strong camping wind. Xiaohongshu Booth of the 3rd "Shanghai Made in Fine Products" "This scene took me back to the time of outdoor camping. In the past year or so, my friends and I have experienced camping together about ten or twenty times, and camping has already It has become part of my lifestyle, and even the camping equipment I purchased for this purpose has been integrated into my home life." At the check-in site of "Shanghai Made in China" at Raffles City in Changning, the creator of Little Red Book "Da Da by the River" said. "explain. "As an emerging lifestyle in the past year or two, camping has become popular and has become a popular outdoor leisure method. Xiaohongshu participated in Jiapinhui with the theme of 'Camping Economy' this time, hoping to use camping as a case to fully demonstrate the impact of new consumption trends on life. The promotion of new aspirations, new product demands, and new consumption scenarios shows the new vitality and new momentum of new consumption," said Xiong Jian, general manager of Xiaohongshu Public Affairs.

from As the manager of the camping community "January Yilu", Lu Mengfan has truly felt the changes in the popularity of camping in the past year or so.

"One month is exposed" event site

At the beginning of 2021, Lu Mengfan, a camping enthusiast, founded and launched the "One month is exposed" activity with the idea of ​​​​hoping more people to "go outdoors once a month". During the first event in February last year, only three groups of people participated. As the popularity of camping gradually increased, by May and June, the number of people participating in the activities reached 40 or 50 groups. By September 2021, the number of people participating in the "January One Show" activity has soared to three to four hundred.

"There are now four to five thousand people in our community alone, and even more people come here because of it. In order to prevent and control the epidemic and ensure everyone's experience, we now need to limit the number of participants." Lu Mengfan said .

Camping has become one of the popular outdoor lifestyles

As a lifestyle community, Xiaohongshu has also started to focus on camping from the beginning of 2021. "After experiencing the epidemic, more people began to choose local travel and surrounding travel. Since 2020, many people have gone for outdoor picnics, which has set off a wave of picnic craze. Later, we saw from the notes posted by users that more and more people The more people are getting involved in camping, and the tools they use have changed from picnic mats to tents, canopies, folding tables and chairs, and other camping equipment, this makes us believe that camping will become an emerging lifestyle trend." Xiaohongshu Community Outdoor. Content operation Dachun said.

Soon after, Xiaohongshu invested resources to start operating camping content. By supporting and maintaining high-quality creators, launching topical activities, supporting traffic, initiating industry activities, etc., we have promoted the rapid growth of camping creators and content on the Xiaohongshu site.

Some of the camping topics on Xiaohongshu

Data released by Xiaohongshu show that from April to June this year, the number of searches related to "camping" on Xiaohongshu increased by more than 6 times compared with the same period in 2021, and camping has been popular for the third consecutive year. Big rise.

In June this year, the research institution Analysys Analysis released the "Special Insights on China's Camping Market in 2022", which showed that social content platforms are the main online channel for users to obtain camping information, of which Xiaohongshu accounted for 82.9% of the report. It is the first choice platform for Chinese users to obtain camping information and share their camping experience.

In fact, it is not just camping. Many new life trends are also born, gathered and broken in Xiaohongshu. Many of them originally originated in Shanghai.For example, the recently popular Frisbee, flag football, cycling, etc., initially most of the core players were young people in Shanghai, while coffee specialties, mulled wine, script killing, etc. have also become popular nationwide from Shanghai.

"Shanghai is considered to be one of the cities with the most diverse lifestyles and the strongest sense of innovation in China. At the same time, Shanghai also gathers the most energetic people who are most willing to try innovation, which allows various emerging lifestyles and new trends to start here. Promoted by them, Shanghai has also become the source of China’s new consumption wave,” Xiong Jian analyzed.

Shanghai is one of the most innovative cities in terms of camping methods

There are dozens of camping camps in ShanghaiThe content community has built a closed-loop transaction

At the beginning of 2021, after noticing signs that camping was starting to get hotter, I was still in a travel and travel company. Zhang Yi, who works in a company, decided to give it a try. Taking advantage of the Qingming Festival holiday, he tried to hold his first camping activity. "Unexpectedly, the effect was very good. The camp we cooperated with was full at once."

Soon, Zhang Yi decided to leave his job and founded a light outdoor travel theme brand. "Light Source Exploration" opens the Light Source (Light) camping camp.

A camping camp owned by Light Source Exploration

Zhang Yi’s camp happened to catch up with the rapid development period of camping. Up to now, Light Source Exploration has 6 camping camps in Jiangsu, Zhejiang and Shanghai, including 4 camps in Shanghai.

Data shows that as of now, the number of local camps in Shanghai has reached dozens, and most of them were established in the past two years.

According to Dachun, after discovering that camping was popular among users, Xiaohongshu on the one hand increased the operation of creators and content, and at the same time began to work on building a closed loop of camping transactions.

In September 2021, Xiaohongshu established the IP "Camping Commune" aimed at serving high-quality campsite merchants, and then launched a self-developed camping site reservation system. This system optimized the camping site evaluation system based on the characteristics of the camping industry. It allows users to make direct reservations after being planted.

Xiaohongshu Camping Commune

Data shows that as of the end of June this year, the number of campsites on Xiaohongshu has exceeded 1,000. Many campsites have greatly improved the digitalization level of campsites and improved operational efficiency by connecting to the Xiaohongshu campsite reservation system.

drives camping site bookings. At the same time, Xiaohongshu also opens up the e-commerce transaction section to encourage users to buy while reading. On Xiaohongshu, Little Oasis has created an "outdoor lifestyle shopping store" that focuses on camping, cycling, fishing, skiing and other outdoor sports, covering a variety of scenes and categories.

Camping content on Xiaohongshu

For campsites and camping equipment merchants, the value brought by the content community is not only the capture of new trends, but also new groups in these new trends, which also bring value to the brand in R&D and marketing. It brings the inspiration of "co-creation".

Free Soul, a domestic high-end tent brand, once received requests from users on Xiaohongshu who wanted to add a snow skirt to a certain tent. After some research, we found that this requirement does have certain functionality in certain regional environments, so we decided to add this element to the new product. Free Soul has made the snow skirt a stowable system and integrated it with its own design concept of subtraction.

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The camping craze has directly driven the development of camping equipment and other industries. Not only is domestic high-end camping equipment in short supply, mid- to low-end entry-level equipment is also in a state of booming production and sales, spawning a large number of domestic camping equipment brands.

According to Zhu Xian, founder of the emerging camping brand Hot Wilderness, driven by the domestic camping craze, there will be more camping equipment that better understands the needs of domestic users. It will also promote the rapid rise of domestic camping equipment brands and become an industry development new highlights. Now, Hot Wilderness has also decided to enter this market and launch its own brand of camping equipment.

One of the most popular wilderness camping camps

According to Wang Jigang, the founder of Free Soul, Free Soul was mostly purchased by professional enthusiasts two years ago, mainly in foreign markets. After the camping craze broke out, the domestic sales of Free Soul increased rapidly. The total sales increased from 900 units in 2016 to more than 4,000 units in 2021, and achieved profitability in 2021. In order to cope with the ongoing camping craze, Free Soul has stocked raw materials until after 2023.

Zhang Yi is also observing the camping equipment market, but now he is more concerned about the huge driving role brought by "camp+", including camp + water sports, camp + parent-child education, camp + entertainment activities, etc.

"Camp +" such as camp + water sports is Zhang Yi's focus.

The promotion of industries and villages around the camp is also Zhang Yi's focus. The campsites of Guangyuan Camping are concentrated near Dianshan Lake in Shanghai. Zhang Yi said that villagers have reported to him that Guangyuan Camping and other camps have significantly boosted catering and retail consumption in surrounding villages.

Light Source Camping has also developed a "camping + hotel" product. In the current hot weather, users can choose to experience camping during the day and stay in a hotel at night. This not only brings a good source of customers to the hotel, but also has a certain influence on the surrounding scenic spots.

When January Yilu holds camping activities, he often chooses to order pre-made dishes, and merchants package barbecue and other ingredients and deliver them to each tent. Driven by these new needs, in March this year, a company called "Wild Eating" was established. Its main business is to provide camping food and content experiences for campsites.

The camping craze has also spawned emerging business formats

A report released by iiMedia Research in June this year shows that the core market size of China’s camping economy will reach about 75 billion yuan in 2021, driving a market size of about 380 billion yuan. It is expected that these two figures will rise to approximately 250 billion yuan and 1.5 trillion yuan respectively by 2025.

In order to support the healthy and sustainable development of the camping industry and support camping brands, especially small and medium-sized camping brands, Xiaohongshu has also launched a number of measures.

In November 2021, Xiaohongshu joined forces with various parties to launch the country's first "Traceless Camping Initiative", calling for the avoidance of uncivilized phenomena in camping. At the beginning of June this year, the "Xi'an Station of Xiaohongshu Camping Season" was launched. Xiaohongshu announced the launch of a "Camping Brand Support Plan" for the local area to support local camping content and brands through traffic resources; at the same time, it launched a "Camping School" in Xi'an, inviting Xiaohongshu to Red Book campsite operation experts, domestic high-quality campsite operators, camping bloggers, etc. provide training for local campsite practitioners to help develop campsite brands.

Xiaohongshu teamed up with multiple parties to launch the country’s first “Traceless Camping Initiative”

According to reports, camping is just one of the representatives of many emerging trends in the Xiaohongshu community. In the top ten annual life trends released by Xiaohongshu in the past two years, trends such as sweetening of wine, sugar-freeism, camping out, fitness at home, mountain life, and air fryer frying of all things have been proposed. Behind each new trend, Extending many new consumption highlights.

Since the second half of last year, the air fryer craze has attracted the attention of many users and merchants on Xiaohongshu. Air fryer fat-reducing meals, air fryer delicacies, air fryer pre-made dishes, etc. are emerging one after another. Aowei Cloud data also shows that in the first quarter of 2022, the cumulative online sales of air fryers were 5.26 million units, a year-on-year increase of 195%, and has more than doubled for 4 consecutive months.

"New trends are emerging in the content community, and it has led to the birth of more new consumption scenarios, thereby promoting the development of new brands and new industries. For Xiaohongshu, we will continue to play the role of a platform, through online Combining the following aspects, we will actively help Shanghai develop the fashion consumer goods industry and support Shanghai’s efforts to launch the four major brands.” Xiong Jian said.

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