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The Next Blue Ocean Of Fashion Industry

2022/5/19 15:39:00 0

In the post epidemic era, what are the activities that young people tend to focus on? In addition to script killing and secret room escape, camping has become a black horse. For ordinary consumers this spring and summer, even if they have not participated in camping, they must have seen more than one camping content in the circle of friends. The blue sky and white clouds, tent coffee, relaxed and comfortable, have become the small happiness under the influence of epidemic. During the May 5 economic planning Festival from April 30 to May 5, many industries of Taobao tmall achieved strong growth. The outdoor sports industry is in full bloom, with the growth rate of mountaineering camping and camping picnic reaching nearly 200% year-on-year.

How popular is camping? Mainstream social media has already given the answer. According to the data of xiaohongshu, in 2021, the number of notes containing the key word "camping" was published, which was 587% higher than that in 2020. By March 2022, the number of notes containing the key word "camping" in xiaohongshu increased by more than five times compared with that in March 2021. Searching for "camping" in xiaohongshu, the number of relevant notes reached 2.75 million; In tremolo, there were 9.77 billion episodes of camping related topics. In 2021, the total number of short videos with "outdoor" related keywords will be played more than 160 million times, with a year-on-year increase of 166.7%; Station B's camping channel broadcast 300 million times.

In the third year of the epidemic, travel, overseas travel and other leisure methods are forced to suspend, indoor gathering will bring certain security risks, but our social and entertainment needs have never stopped, outdoor camping has become the most appropriate activity. Three or two friends walk into the nature, comfortable and comfortable environment is called a short escape from busy life.

According to the statistics of China Outdoor Association (COA), 130 million people participate in outdoor sports such as hiking and outdoor recreation every year. According to the public data, in 2020, China's outdoor products revenue scale will be 169.33 billion yuan, an increase of 6.4% over the previous year. It is estimated that in 2025, the revenue scale of outdoor products in China will reach 240.96 billion yuan. The new popularity has quietly arrived, but also brought a huge market share.

So far, the number of products of Ctrip has increased by 120 times since 2022, which shows that the number of products provided by Ctrip has increased by 10 times since 2022; From January to early April 2022, the number of users who sign up for camping tours through Ctrip is more than five times that of the whole year of 2021. With the growth of camping demand, the business related to camping is becoming more and more popular. According to Tianyan, there are nearly 46000 camping related enterprises in China. In the past three years, the total number of camping related enterprises in China continued to soar. From 2019 to 2021, more than 3000, 8200 and 20000 camping related enterprises were newly registered in China, with a year-on-year increase of 144% in 2021.

Camping equipment is also booming. According to data from Jingdong platform, since January this year, the turnover of outdoor tents has increased by 119% year-on-year, and the turnover of outdoor benches has increased by 239%. Ctrip's "spring travel trend report" shows that camping products in March to April are full, with a month on month increase of 120%.

In terms of the so-called lifestyle, "exquisite camping" has become a bright spot. "ABC camping country" and "norke naturehike" two camping related projects have obtained financing, and "nuke naturehike" has won 100 million yuan of financing.

Naturehike is a company originated in China and provides one-stop outdoor equipment and travel products to the world. Since its establishment in 2010, it has been focusing on the development and sales of hiking, camping, mountaineering and other products. The performance, appearance and all kinds of products are known as the best in the same brand. Among them, products such as tents, tables and chairs, sleeping bags and air cushions have won the first sales of tmall's single category for many times. In addition, Nokia's products are sold well in 68 overseas countries, and in 2020, it was named one of the top ten new brands of tmall's overseas domestic products.

ABC camping is integrating into nature, showing nature and creating a professional camping experience for outdoor enthusiasts. At the same time, it provides diversified and rich camping cultural experience through multiple modes, such as free camping, car camping, camping Hotel, camp retail, camp service center, camp activities and business cooperation. "ABC camping country store" is different from Noke. It belongs to a product collection store. There are many professional domestic and foreign camping brand products in the store for consumers to choose. The products cover the equipment needed for camping, such as tents, outdoor cooking utensils, storage utensils, living accessories and so on. It can be said that ABC camping country creates a camping ecosystem.

Camping is a mature and popular outdoor activity in Europe, America, Japan and South Korea. Although it has been popular for a long time in China, it has always been a relatively small leisure way. Today, with the normalization of the epidemic situation, the limitation of travel and life makes this outdoor activity gradually popularized and accepted. Its popularity represents the intransigence of the current situation, and makes the young people living in reinforced concrete enter into the nature actively or passively.