In 2022, camping is undoubtedly one of the most "out of circle" lifestyles. With the help of the epidemic and social media, this niche project, originally belonging to professional outdoor enthusiasts, has gained unprecedented attention and hot discussion. Baidu index shows that, in the past quite a long time, the heat of camping was relatively stable, and only during the "May Day", "National Day" and other small holidays, there was a small upward trend. In 2021, camping began to enter the public's view, the search index continued to rise, and reached the peak in recent years during the May Day holiday in 2022.
The capital market also affirmed the prospect of the camping market. However, the relevant investment events were limited to the "camping camp", a professional and asset heavy track, and the number of projects that received investment was limited. If the scope is expanded to the outdoor field, the increase in the number of investment in outdoor tents and outdoor power supply in recent years is also related to the popularity of small-scale projects such as camping. It is worth noting that ENN data shows that before 2021, only some of the invested enterprises will camp in the business relationship and most of them will be established before 2015; Now a group of new enterprises focusing on camping business have completed angel round financing, injecting fresh power into the track.
On the consumer side, the camping boom has more yuan and vivid expression. As camping has become a national topic from a niche hobby, enthusiasts will still carefully select professional camps and purchase full sets of equipment, while new players will pay more attention to the social attributes and emotional value of camping. It is also a pleasant camping experience to set up a tent and place a picnic mat in the park for snacks at the weekend. This allows camping to get rid of excessive dependence on holidays. The transition between spring and summer and between summer and autumn with appropriate temperature can be regarded as the peak of camping consumption.
"Camping style" has not yet swept the live broadcast room; The trend of brand centralization is obvious
The overall results show that in terms of the contribution of "camping/picnic equipment" to the first level category of "outdoor/mountain climbing/camping/travel supplies", the sales proportion of more than 20% is enough to prove its market scale. It may be that consumers directly purchase the hot post grass related equipment on the social platform, and camping supplies are mostly carried by outdoor experts. The role of super head anchors is limited. There are not many highlights in the live broadcast sales of this category. In the future, they need to make efforts on the scene display and grass planting in the live broadcast room to seek further growth.
