Glamping – The Emerging Trend of Glamorous Camping in China
GLAMPING
精致露营
Camping used to be a niche outdoor lifestyle but it is now becoming better known to the general public at an alarming rate. As people are tired of traditional tourist spots and the punch-in type of travel, exquisite camping has become the current trend due to its fun, adventurous and strong social attributes. A popular new way to travel.
露营作为小众的户外生活方式，如今以惊人的速度被大众所了解。当以传统特色景区为代表的网红打卡式旅游方式逐渐褪去热度，精致露营凭借有趣、好玩及强社交属性成为了当下流行的新旅行方式。
According to the 2022 Qingming holiday search data released by Little Red Book on April 6th, camping has become a popular travel theme, together with picnics, frisbee activities and other outdoor sports, with 2.12 million camping-related notes and a 427% year-on-year increase in search data. The camping boom also spread to social video platforms, with the #camping circulating 8.5 billion times and with 300 million plays on the camping channel of Bilibili.
据小红书4月6日发布的2022年清明假期搜索数据显示，露营与野餐、飞盘等户外运动共同成为了出行热门主题，其中露营相关笔记高达212万篇，搜索数据同比增长427%。露营的火爆也蔓延至了社交视频平台，凭借抖音#露营话题播放量85亿次，B站露营频道播放量3亿次的成绩，实力出圈。
Camping Posts on Xiaohongshu
小红书露营笔记
With the introduction of various national and local policies to support and encourage the development of campgrounds, the camping industry has ushered in a golden development period. Especially after 2020, campgrounds have been springing up in China, scattered in the suburbs, villages and mountains. According to the data of Qiongyou (Travel webiste: www.qyer.com), the outdoor tourism fever continued to rise in 2020, among which, camping increased by 303.5%, with 2020 known as "the first year of camping in China". In the following two years, the demand for camping on the user side has been very high.
随着国家和地方针对露营地发展的各项支持鼓励政策相继出台，露营产业迎来了黄金发展期。尤其在2020年后，中国的露营地如雨后春笋般冒出，散布在城郊、乡村、山野等地。据穷游网数据显示，2020年户外旅游热度持续上涨，其中露营热度增长了303.5%，2020年因此也被称为“中国露营元年”。随后两年的发展，露营在用户侧的需求一直很高。
According to the "2022 Camping Quality Research Report" released by Mafengwo (Travel website: www.mafengwo.cn) , 64% of travellers choose to spend 1-2 days camping, cycling or hiking around the city. There are 103W+ notes related to camping life shared on Little Red Book so far, and the search volume for the Qingming holiday has increased significantly by 427% compared to the same period last year.
马蜂窝发布《2022露营品质研究报告》显示，64％的旅行者选择用1-2天时间在城市周边露营、骑行或徒步。小红书上至今为止分享露营生活相关笔记有 103W+ 篇，清明假期搜索量比去年同期大幅增长427％。
Unlike traditional camping, the most popular term now is "GLAMPING" – glamourous camping. As shown by the Little Red Book bloggers, they bring the living room, kitchen and bedroom to the field. Brewed coffee, tableware, steak, pasta and other exquisite foods are all exposed to nature.
与传统露营不同，现在最为流行的称为“精致露营”—— Glamping。把客厅、厨房和卧室都搬到野外，小红书露营博主展示的那样，在森林、河谷旁的暖色灯光下，天幕下摆放着手冲咖啡用具、餐具，还有牛排、意面等精致美食。
As the concept of glamping is widely accepted among young consumers, related equipment has also been allowed to develop. Tents, tables and chairs, canopies, sleeping and cooking equipment and other camping product categories have sprung up. As shown by an e-commerce platform in the first quarter of this year, large tents, canopy, folding tables and chairs, sleeping bags and other camping equipment turnover increased by more than 200% year-on-year.
随着“精致露营”理念在年轻消费群体中被广为接受，相关配套装备也得到了发展机遇。帐篷、桌椅、天幕、睡袋、做饭装备等露营产品的品类如雨后春笋般涌现。结合某电商平台今年前3个月的数据显示，大型帐篷、天幕、折叠桌椅、睡袋等露营装备成交额同比增幅超200%
Before 2020, camping was only a niche activity. After the pandemic, due to the need for safety, urban residents prefer travelling in the suburbs, so the unique advantages of camping began to be highlighted. But in general, China's camping market is still in its initial stage of development. In the future, high-end quality camping products and better facilities will be more able to win over the market. Diversified cultural tourism themed content and experiences will bring more possibilities for the development of the camping market in China.
在2020年以前，露营还只是一个小众运动。而疫情之后，出于对安全的需要，城市居民首选近郊旅游，露营独特的优势开始凸显，而2020年也被专家学者普遍称为“露营元年”。但是总体来看，我国露营市场仍处于发展起步阶段，在未来，设施完善、品质高端、野趣十足的露营产品将更能赢得市场。多元化的文旅主题内容和体验，为露营市场发展带来了更多可能性。
To find out more about the marketing trends in the Chinese market, please contact us at info@eastant.it
如果想了解更多中国市场的发展趋势，欢迎通过info@eastant.it联系我们。
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