National camping craze trend! How to plant grass and promote it in Xiaohongshu?

In recent years, under the continuous influence of the epidemic, many people's long-distance travel has been restricted, and a large number of medium and long-distance travel needs have been transformed into city tours and Zhou Bianyou. At the same time, a niche outdoor sport has gradually entered the public's field of vision, developed into a popular leisure activity in the country, and frequently appeared in our circle of friends on weekends, that is, camping. Camping was originally a skill for outdoor survival in the wilderness. In the traditional impression, it was biased towards lightweight, or a manifestation of the pursuit of scenery by donkey friends. At this stage, it has evolved into a camping trend that focuses on comfort and relaxation, satisfies the general public's closeness to nature and pays attention to quality experience, and ushered in the "national camping" model. (1) The camping market ushered in a golden period of development. With the introduction of various support and encouragement policies for the development of campsites in various regions, the camping industry has ushered in a golden period of development. During the period, whether it is an offline camping base or an online travel platform, the recent camping orders have shown a rapid upward trend. The "Spring Travel Trend Report" released by Ctrip Online Travel shows that the search volume of camping products in the station has increased by more than 8% in recent months. The booking volume of camping products traveled from March to April increased by 12% month-on-month, of which parent-child travel accounted for 45%. The sales data of JD.COM e-commerce platform also shows that since April this year, the search volume of camping products has increased by 145% compared with the same period of last year. Among them, the search volume from Beijing has increased by more than 7 times, the search volume from Foshan has increased by nearly 8 times, and the search volume from Guangzhou has increased by nearly 7 times. According to the White Paper on Camping Socialization of Generation Z in 221Z, among the current camping groups, the post-9s generation has become the main force driving new consumption (about 32.8% of the total number), among which tents, mattresses, sleeping bags, cookers, ambience lights, mobile bathhouses, folding toilets and pet anti-lost clothes are the mainstream outdoor items for exquisite camping developed after the post-9s generation. (2) The camping concern group of Little Red Book is in this camping industry in the golden period of development, so what is the presentation in Little Red Book? According to the official data of Xiaohongshu, during the "May Day" holiday in the past three years, the search volume related to camping has doubled, and the search fever has spread from first-tier cities to second-and third-tier cities. In the search related to camping in Little Red Book, it is found that camping clothes are worn, and the search for camping photos ranks second and third. It can be said that taking photos is the best way for people to commemorate a beautiful journey, and the other is about the concern about camping clothes. Going out, beauty depends on clothes, which is also a timeless classic topic. At the same time, the face value and style of camping equipment directly affect the choice of young consumers. For example, in April this year, the search volume of "Black Warrior Wind Tent" once climbed to the top three in tent-related searches. At the same time, the product quality needs to pass the customs, otherwise it will enter the "lightning protection notes" list of community sharers. Therefore, when the Little Red Book is ready to be launched and promoted, whether the original sound volume of its brand products is positive or negative is a crucial link, and it also tells us the importance of why we should pay attention to product quality. In the platform's attention to camping users. Compared with the same period in 221, people over the age of 24 ushered in an increasing trend, reflecting the overall igniting trend of the camping craze in the community. During the research on camping in Xiaohongshu, it was learned that the post-95 s preferred to socialize with acquaintances, while the post-8 s paid more attention to two completely different interest preferences of being close to nature. The following is the ranking of the major interests and preferences of the platform officials in 221 in two different scenes: (1) camping with a bag: relaxing mood/relieving stress (67.6%) being close to nature (66.1%) gathering/entertainment (6.2%) gaining experience (54.3%) taking beautiful photos (47.2%). Relieve stress (78%) Party/entertainment (58%) Get experience (58%) Take beautiful photos (42.1%) Simply put, we can find that camping users with their own equipment are more clear about the purpose of getting close to nature and emotional relief, and campers with their own equipment are true love. (III) Types of camping notes 1. Raiders This type of content focuses on the experience sharing of novice campers such as overnight camping, seaside camping, hilltop camping, and layout. The Raiders Guide is shared as notes, which helps to lower the threshold for newcomers to camp and reach the enthusiasm team where everyone can camp. 2. In the list category, the food selection guide, picnic mats, folding chairs and other related items needed for camping activities are organized into a large list essential guide, which specifically solves the problem of bad experience caused by incomplete equipment for novices during camping, which is similar to another presentation form of good goods recommendation. 3. Camping Market Camping-themed booth market, focusing on the offline weekend gathering place of young people, choosing the parks or scenic spots in the city as the main places to meet the needs of the small red book users in the corresponding areas to take photos and go shopping offline. 4. Camping base This kind of content is recommended and shared with the surrounding location of the user as the camping base, which directly touches local users to find more punching options for weekend campsites. 5. Activities/Games For camping, in addition to eating, drinking, comfort and leisure, it extends to the sharing of interactive game types during camping, such as parent-child camping activities or small games at friends' gatherings, to meet the skills of sending camping time or improving the atmosphere. 6. The creature of filming and taking pictures can be said to be a commemorative artifact that keeps beautiful moments in people's daily lives. 7. A guide to wearing clothes for camping outdoor scenes. (IV) Building strategies for camping promotion content 1. Purchase and select recommended content to introduce this kind of camper group that is more suitable for beginners, such as the double-layer nature of the material and fabric, the convenience of cleaning and installation, lightweight storage, and the space dedicated to couples or parents. Different pain points such as waterproof and waterproof are recommended. 2. Recommended content around the campsite When recommending campsite content, the products are implanted, such as sleeping bags, stoves for cooking and barbecue, or sleeping bags. 3. Records of small events during camping, such as the process of camping on the mountain or seaside beach, sharing and related matters that need attention, and functional records of whether there is water leakage in rainy days. Or face the small details of wind-proof fixing performance, etc. 4. The combination of evaluation and evaluation bloggers for brand products 5. The collection and sharing of camping supplies, for example, can be implanted around the necessary materials in camping overnight, such as moisture-proof mats, sleeping bags, camping lights, etc. Functional simple science 6. Creation of camping style themes, aiming at the presentation and creation of different styles and hobbies of camping, such as romantic lovers, idyllic utopia, and wild style. Satisfied the pursuit of exquisite camping and the implantation of atmosphere photos. 7. The content forms of different camping forms, such as park camping, RV camping, cycling camping and backpack camping, are presented. We know that if camping is divided according to the difficulty level, the camping forms from easy to difficult are: park camping, RV camping, exquisite camping, cycling camping, backpack camping and BC operation. Among them, the biggest pursuit of exquisite camping is to maintain comfort and tonality at the same time, so it has long been teased by netizens. The above is about the seven contents of camping equipment in Xiaohongshu, and the promotion direction of planting grass, hoping to bring you reference and inspiration. Welcome to pay attention and see more articles to help you plant grass in Xiaohongshu.