Outdoor camping is popular. Tmall camping consumption has doubled for two consecutive years

According to Tmall, the scale of camping supplies has doubled for two consecutive years. With the overall double-digit growth of the sports and outdoor industry, this momentum can only prove that people are not only embracing but also jumping into camping life.

During the upcoming weekends and holidays, many people will find that the picnic fever that covered the parks and lawns last year is back: plaid, fruits, straw hats. But this year, the protagonists will give way to the more serious camping fever: tents, barbecues, children and dogs. The beautiful park picnics like country music emerged in March, while the " symphony version " of suburban camping is open all year round. From January to March this year , the sales of camping products are twice that of picnics .

"We all knew that the camping craze would come, but we didn't expect it to come so quickly," said the manager of a new outdoor brand. In 2019, China's per capita GDP exceeded $10,000, and there were 400 million middle-class people. Another factor is that due to the impact of the epidemic, outbound travel was restricted and many people turned to discover the beauty around them. Tmall consumer insights show that in March and April last year, camping consumption increased by more than 200% year-on-year, and this momentum is still continuing this year.

I am so bored at home. Active people jammed the Northwest Grand Loop during last year's National Day, while quiet people occupied every reservoir in the suburbs, facing the reservoir with the fishing enthusiasts. "Coffee, food, music, craft beer, bonfires, and even a villa tent with two bedrooms and a living room. The ultimate for sophisticated camping enthusiasts is moving-style camping, which requires both outdoor and comfort." Tmall outdoor industry experts said that for a period of time, "60% of the camping tents in Taobao buyers' shows were used in the living room."

Sharing photos may also be the starting point of the camping craze. "The rate of film output determines whether the equipment sells well. We usually need to be familiar with the photography industry: what kind of photography equipment do we need to bring for camping," a Tmall seller revealed. A high proportion of consumers who bought camping equipment also bought drones. Statistics show that the sales growth rate of drones on Tmall is higher than that of tents.

Due to the growth of the camping team, there has been a sharp inflation on the social platform. "This year, a marquee brought twice as many likes as a piece of gingham cloth last year, while this year, a piece of gingham cloth brought only one-third of the likes of last year," said a social observer.

"What is the difference between our lives and those of primitive people? Evolution takes 10,000 years, but going back in time may only take 1 hour. The life built in 1 hour exceeds the efforts of primitive people in their entire lives. This is ridiculous." Campers who like to think about life occasionally share their bathroom insights, "The outdoors are destined to have nothing to do with comfort, but the pursuit of the outdoors is comfort. It's so extreme that you can't tell where you are, and you'll be intoxicated in an instant: Zhuang Zhou dreaming of a butterfly."

A camping enthusiast once made an analysis: by leaving for a short time and living somewhere else, camping can give people a new and alienated experience. Some people want to change their lives, and even encounter people who are dissatisfied with the layout and decoration of their homes. Even if they take a step back, encountering a bad camping experience can deepen their attachment to home life. Therefore, he concluded that camping enthusiasts are "life hedging masters."

But for the real campers, these are not worth mentioning. The real camping may have happened, but you won’t see their sharing on WeChat Moments. “The happiness that camping brings me does not depend on the likes of others.” The real scene can only be seen in Taobao reviews.

Needless to say, this generation of young people is still taking the lead in going out camping. They may have given up buying houses and focused on tinkering with outdoor equipment. On Tmall, there are more than 30 categories related to camping , ranging from "hardware" such as tents and sleeping bags to kitchenware, clothing, coffee, home furnishings, food, etc. Since last year, "exquisite camping" has become a new search keyword, and Tmall has also added new categories such as outdoor lighting stands and camping cars.

Drinking a cup of coffee in the wild is the most pleasant moment in camping . New products such as outdoor coffee hand-brew pots and freeze-dried coffee powder are hot-selling on Tmall . There is also a new style of clothing suitable for camping: "mountain clothing". "Everything you touch from morning to night can correspond to a camping version," said Tmall's Xiaoer. Even pets have matching camping equipment.

The camping trend has also led to the rise of new brands. New consumer brands such as Rock and Moby turned to exquisite camping last year. Outdoor camping supermarkets such as abccamping and Yueye, as well as new brands with good looks such as homeful, Vidalido, and Senzhituyu have also opened their own Tmall flagship stores. The new brand fantasygarden opened its store in December last year, and its sales exceeded 1 million in March this year.

Data shows that 15% of Americans, about 40 million people, habitually camp, and the proportion of Japanese campers is about 10%. By analogy, China is expected to have hundreds of millions of camping users in the future. "This means huge potential, and outdoor projects such as skiing and rock climbing will also usher in an explosive period." Tmall outdoor industry experts said.

The camping craze is related to spring, but spring is just the beginning. The camping craze is also related to the epidemic, but the epidemic is just a trigger. The real reason: "Life is your own."

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