2020 is known as the first year of camping in China. In the following two years, due to the combined impact of the pandemic, young people who were unable to travel long distances gradually chose to join camping teams. This brief escape plan from the city gave rise to a booming trend of exquisite camping. Entering April, Exquisite Camping frequently screens and checks in on social media; There are 2.48 million notes related to camping in Xiaohongshu; Exquisite camping will completely go viral in 2022.

In the overnight camping tent hot selling list on Tmall platform, the top ranked tents continue to be out of stock, and the prices of popular brand tents are starting to rise. As an outdoor brand, the Mu Gao Di brand, which mainly operates camping tents, hit the daily limit up on April 18th. It is reported that the stock has hit the daily limit up for the eighth time in nearly a year.

Exquisite camping that has gained popularity

If we can say that countrymen's first enlightenment on camping came from the 1999 New Year movie "See You Later", Ge You's property makes people feel the way of RV camping. After 2020, people's desire for exquisite camping comes from various social platforms. In Xiaohongshu, the search volume for "camping" continues to rise, including not only "teaching you how to write camping copywriting on social media" and "camping equipment guides", but also topics such as camping outfits, camping photo poses, and the best recommended camping points. Each popular topic can bring thousands of likes, favorites, and followers.

Cheng Jie is a heavy user of Xiaohongshu. During the epidemic, he has not traveled long distances except for business trips. The most common thing she often says to her good friend is, "I really want to go out and play." After expressing this idea several times, a camping recommended by Xiaohongshu gave her an idea: "If you can't go far, let's go for a trip around

Looking at the camping equipment recommended by Xiaohongshu, Cheng Jie began placing orders for tents, inflatable mattresses, picnic mats, folding chairs, swing hammocks, outdoor carts, picnic carts, and a series of equipment that cost over 3000 yuan. Cheng Jie began to lament that the threshold for camping equipment is not low, and the prices of popular equipment are not cheap. The tents he saw before were even more expensive than before.

According to the latest Spring Travel Trend Report released by Ctrip, the search volume for camping products on Ctrip's website has increased by over 80% month on month recently; Camping product bookings for travel from March to April are hot, with a month on month increase of 120% in bookings, of which 45% are for parent-child trips. In addition, according to the "What's Worth Buying" data, during the March 8th promotion period, the GMV of "camping" keyword products increased by 83% year-on-year.

Mu Gaodi rises to the daily limit, Pathfinder counterattacks

The popularity of camping equipment is also reflected in sales. In Tmall's flagship store, the tents ranking the top two in the sales list of overnight camping tents continue to be out of stock. Decathlon's big space park tents and explorers' tents cannot be purchased by clicking the purchase link because they are out of stock. On April 15th, the Bee Surprise Society, which has a close relationship with Viya, prepared a special outdoor camping event for fans. The preview of this outdoor camping event has a reading volume of 100000, and some fans have left a message saying, 'Finally waiting for outdoor equipment.'. I'm going out to set up a tent on May Day. It is evident that the demand for camping is booming.

Benefiting from refined camping, recently, the sales of outdoor brands such as Mugadi, Toread, Decathlon, Camel, Kellogg and so on have increased by varying degrees. Xin Xiang noticed that as a highly representative brand, Mu Gao Di's fully automatic tent has sold over 50000 units on JD.com and over 1000 units per month on Tmall. On April 18th, the stock of Mu Gao Di hit the limit up, reportedly marking the eighth time this year that it has hit the limit up.

At the beginning of this year, Mu Gao Di Company also summarized the reasons for the significant increase in performance in its annual performance report: benefiting from the growing demand in the camping industry both domestically and internationally, the company's main business revenue and profit have steadily increased.