CHINA HAS DISCOVERED “GLAMPING”
Young people in China are fast discovering camping. Correspondingly, the number of camping related enterprises has grown at more than 300% for the past two years.
The camping trend is being lead by wealthy, white-collar urbanites, influencers and celebrities. Observers are calling it; “Glamping,” "exquisite camping" and "stylish camping,” as the excursions are combined with; music festivals, carnivals, organized parent-child activities, performing arts,, exhibitions, and experiences curated by brands.
Camping-related consumption includes basic equipment such as tents and sleeping bags, technical clothing and food. The trend also shows signs of dripping over into more regular, daily fashions, with people wearing outdoor gear, in the city as status symbol.
COVID ACCELERATED THE NASCENT OUTDOORS CULTURE
Covid restrictions on outbound travel was the push that outdoors/camping needed to grow in China. Instead of traveling to novel, new places overseas, people have ventured to outdoor areas outside of urban centers. And, in getting outdoors, discovering nature - via camping trips and tours - China’s urbanites have also been able to also indulge their growing interest in wellness and health. What better way to relieve the stress of a high-paced white collar job in the city than with a quiet camping trip in the countryside.
Social media has given this trend a major boost. On Red, the number of camping-related posts increased by 271% year-on-year, with Influencers sharing guides, tips, and equipment recommendations.
Brands should be aware of the growing outdoors sub-cultures. Where it was once too small, remote an activity, camping now holds promise as a category, and brands who might have de-emphasized outdoors as part of their DNA (in favor of urban/street culture) should now re-visit messaging strategies. And for outdoor brands who held off entering China (over fears that the segment was too small) should now re-evaluate opportunities.
Covid has been the catalyst for the rise in for camping activities, bringing three rising areas of interest together; nature/outdoors, wellness and travel.
Influencers have been a major force in propelling awareness. Glamping pictures have replaced posts about visiting exotic, foreign locations.
TMALL PUTTING EFFORT BEHIND OUTDOORS BRANDS, PRODUCTS
With camping related sales doubling year-over-year on Tmall, they are fanning the flames of excitement around camping and outdoors activities - organizing a ‘camping festival’ featuring the brands most closely linked to the trend.
TAPPING INTO CAMPING AS ASPIRATIONAL ACTIVITY
The rise of this trend - as a symbol of affluent, youthful activity - is attracting brands from outside the immediate category. Hoegaarden is recent example of non-outdoor brand which is building itself into the emerging culture. By getting in early, brands like Hoegaarden may be successful in becoming accessories in the overall experience, and drafting off the success of a trend which explodes higher in years to come.
