The theme slogan of Xiaohongshu camping activities

The market is huge, but how long can it last?

From the first group of donkey friends who explored the deep forest together to the picnic on the spot, the way people get close to nature has been updated and iterated.

In the past two years, "exquisite camping is undoubtedly the hottest outdoor activity. As long as you open the little red book search, you can see countless glamorous photos. There are tents with three rooms and one living room, gorgeous atmosphere lights and steaming coffee on the table. You can even connect to WiFi in the wild.

In 2020, the number of camping-related notes released by Xiaohongshu Community increased by 27 1% year-on-year, and the number of camping-related notes watched increased by 170% year-on-year. From the beginning of 20021to now, the daily release and daily search of camping-related notes are still increasing.

Young people who are trapped in the city on weekdays escape to nature, but they try their best to recreate life in the city in the wild. At the same time, it has also driven a huge camping market. According to relevant data, the camping market in China will be about 700 billion yuan in 2020, with an annual growth rate of 40%. It is estimated that the market scale will reach 2 trillion in the next 5- 10 years.

"Why can the exquisite camping market break out?

A few years ago, camping was just a popular hobby in outdoor circles. However, due to * * reasons since the beginning of the 20th century, people can't leave the country or travel long distances, so they have to look to the unknown wilderness around them.

Aesthetic trends such as the popular "ins style" on social platforms also make camping as close to exquisiteness as the previous picnic, and become a new trend for young people.

Beautiful, cinematic camping is a new "traffic password" on social platforms.

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At the same time, a "202 1Z Generation Camping Social White Paper" published by Taobao and Soul shows that camping has also become a new offline social scene for young people.

The growth of demand is first reflected in the market.

In order to achieve the purpose of "exquisiteness", the categories of camping market began to be extensive and detailed. "If you buy a table, you have to buy a chair, and if you buy a pot, you have to buy a bowl. At the same time, in order to achieve the overall sense of atmosphere, lighting should also be divided into lighting, atmosphere lighting, warm lighting, electroluminescence and other categories.

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The related products of exquisite camping are highly derivative. In theory, everything around you can be upgraded to the "exquisite camping version".

The camping report released by Tmall shows that. During March and April 2020 alone, the sales growth rate of Tmall camping related products exceeded 200%, far exceeding other outdoor projects. In 20021year, Tmall 6 18 made a good start, and the sales of camping categories also increased by more than 130%.

Secondly, "exquisiteness is also involved, and people's different requirements for quality have also caused a high market price premium, and the range is extremely large. It is understood that to establish a celebrity-style exquisite camping on the Internet, the basic equipment needs at least 3,000-5,000 yuan. Even a summer mat can be divided into several grades ranging from tens of yuan to thousands.

The prices of some high-end camping brands can be called "wild luxury". For example, the "black camping" shared by some high-end players may be a small device for ordinary use, and the price can reach tens of thousands.

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Mugao, a domestic professional outdoor equipment listed company, achieved a net profit of 53.4297 million yuan in the first half of 2026, which has exceeded the data of last year.

It is difficult to get out of the niche circle with new outdoor gameplay.

What should I do if I want to be exquisite and too lazy to buy a laundry list? Exquisite camping, another campsite tour with fire, has become a popular new outdoor game.

Tents and equipment are provided in the campsite, so you only need to carry a bag to enjoy the whole camping process. This time-saving and labor-saving way is gradually favored, which also makes the capital move at the touch of the wind, and the domestic campsites begin to increase greatly.

According to the survey data, there are currently 2 1 000 campsites related enterprises in China. Among them, there were 7,933 newly registered enterprises in 2020, with a year-on-year increase of 3 1.6%, and 6,957 newly registered enterprises in the first five months of this year, with a year-on-year increase of 286.5%.

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This wind is getting hotter and hotter, but the exquisite camping industry may not be able to continue to go out.

First of all, for the campsite, it will face the problem of homogenization of services.

Some insiders said that the attraction of campsites to tourists mostly lies not in the specific project services, but in the freshness of punching cards for the first time. They don't really care about what they can play in the camp and what kind of photos they can take. "Showing exquisiteness is the key.

This will also cause the problem of extremely low customer retention rate. However, it is not easy to improve the differentiation of service content. At present, several popular campsites, fireworks and bonfires are still reserved programs.

Second, there is a consumption threshold.

It's easy to go to the campsite, but it doesn't save money. Judging from the daily experience price of the popular campsite brand Desert Wilderness 799/ person, the cost of a family of three a day is about 2400 yuan.

If you really want to experience an exquisite camping with a sense of ceremony, whether you set up a full set of camping facilities yourself or spend thousands of dollars punching in with your friends only once, it is not a small expense.

For most people, this is still a high-cost tour for a few people.

Relevant data show that exquisite camping accounts for 20% of the total number of campers, and the crowd is mainly the younger generation and young families. As we all know, young people are not a stable consumer group. Exquisite camping is a trend of network celebrities, and it is likely to be replaced by another hot spot in this era of extremely rapid information changes. Just like the previous ins wind picnic was replaced, no one can predict the next wind direction.

Exquisite camping has soared in the past two years and has become a hot topic. A group of young people chasing the tuyere have also propped up this vast market, but I am afraid no one knows how long they can last if it is difficult to break the circle continuously.