Previous: An in-depth interpretation of the Blue Book of China's Camp Investment and Development "Hardcore Science Popularization! Little-known Camp Two or Three Things" sorts out the past and present life of camp development at home and abroad. For the development of the domestic camp industry, "taking history as a mirror" helps us to deeply understand the development law of the camp, and on this basis, we can explore the "Chinese road" of camp development in combination with the actual national conditions.
This in-depth interpretation article focuses on the development status of domestic camp properties, starting from the spatial layout of domestic camp properties, the landscape environment on which camps depend, and the characteristic experience activities owned by camps, to restore the true portrait of domestic camp properties to hotel camps and related cultural tourism industry practitioners, investors and potential investors.
The eastern region is "outstanding".
From the perspective of the spatial distribution of domestic camp properties, the eastern region of China occupies an overwhelming advantage in the number of camp properties, and the number of camp properties is nearly twice that of the total number of camp properties in the central and western regions. Among them,The provinces that excelled in terms of the number of camp properties were Guangdong Province and Zhejiang Province. The number of campsite properties owned by the two is "equal", which not only opens a large gap with the third-ranked Beijing, but can even "match" the total number of campsite properties in the central or western regions with the strength of a "province".
On the one hand, the higher the economic activity and the stronger the comprehensive economic strength, the regional provinces occupy the leading advantage in the scale of camp property development in the domestic camp industry.
On the other hand, the degree of leisure and entertainment of urban residents is also a major factor affecting the large-scale development of domestic camps. This feature is even more evident in the total number of campsite properties owned by each tier-level city. The large-scale development of domestic camps not only relies on the comprehensive strength of the city's economy, but also needs the help of urban residents' leisure and entertainmentAt the same time, it meets the two major influencing factors of "having the ability to consume" and "being willing to enjoy leisure", or it may become the large-scale development of domestic camps
The urban metropolitan area is an important gravitational force for the layout of domestic camps
Through the layout of camp properties on the main ring road of representative cities and mature tourism in ChinaPengrun found that the current layout of domestic camp properties is inseparable from the gravitational effect of urban metropolitan areas.
Even if it is a mature tourism ring with rich and diverse tourism resources, the layout of its camp properties is mainly concentrated in the cities with strong comprehensive economic strength on the ring road, and the number of camp properties in the real tourist destinations is small, and the camp properties have not yet realized the full layout on the tourist self-driving ring road.
The landscape environment of the domestic camp is full of flowers
With the unique advantages of natural resources in China, the landscape environment of domestic camps shows a diversified development trend
According to the statistics of Pengrun database, the main camp landscapes enjoyed by existing camp properties in China are divided into eight types, namely mountains, forests, rivers, lakes, seas, deserts, snow-capped mountains, grasslands, farms and pastures, and there are also other types of camp landscapes, namely hot springs, reservoirs, parks, waterfalls, etc.
Centralization is another significant feature of the landscape environment of domestic camps, and mountains, forests, rivers and lakes are the main landscape environments of domestic camps. On the one hand, different types of landscape environments have different difficulties, requirements and restrictions on the development and construction of camps, which indirectly leads to a certain degree of homogeneity in the existing camp properties in China.
Although there are more abundant and diverse topography and natural landscape environment in the western region, the existing camp properties in the western region have not yet transformed the advantages of rich and diverse natural landscape into a diversified and differentiated competitive advantage of the camp landscape environment in the central and eastern regions, and the landscape environment still has a high degree of overlap with the camp landscape in the central and eastern regions. Only in terms of individual landscape environments, such as deserts, snow-capped mountains and other landscape environments, the western region has slightly revealed differentiated competitive advantages.
The special experience activities of the popular camp are the "main theme".
Pengrun divides the characteristic experience activities set up by the existing camp properties in China into seven types, namely: leisure and entertainment, nature sightseeing, water activities, humanities popularization, extreme sports, agricultural work and sports.
According to the statistics of Pengrun database, the top three types of characteristic experience activities (leisure and entertainment, nature sightseeing, and water activities) are the characteristic experience activities commonly set up by domestic camp properties. These special experience activities are characterized by low difficulty, low professional requirements, and a wide range of people.
For investors or camp operators, setting up this type of special experience activities can be favored by most consumer groups, and these special experience activities do not require investors or camp operators to invest in high-cost supporting activity facilities, which is more convenient to achieve high-quality operation management and comprehensive income. For consumers, the popular special experience activities with high safety and low experience threshold meet their daily leisure and entertainment needs.
The niche special experience activity with strong professionalism is "high note".
The popularity of popular characteristic experience activities (leisure and entertainment, nature sightseeing, and water activities) in domestic camp properties has enhanced the influence of other professional niche characteristic experience activities on the realization of camp differentiation competition. But,Niche special experience activities put forward higher requirements for the natural environment, site design, supporting activity facilities and other aspects of the camp, which may also cause higher cost input.
Take extreme sports and sports, for example. There is a certain risk factor in these two types of special experience activities, which need to be carried out under the guidance of professional coaches, and the audience is smaller, and a certain threshold for beginners to participate in the experience is also proposed. Due to the need for high-quality event facilities, the average unit price of such special experience activities is generally higher than that of popular special experience activities. In addition, this kind of special experience activities have high requirements for the site, although it helps the camp to create characteristics and highlights that distinguish it from other camps, but not all camp properties can be set up.
The core facilities of the existing camp are not outstanding
According to the statistics of Pengrun database, the supporting facilities of domestic camps are still in the stage of meeting the basic needs of camp experiencers, the proportion of overnight camps that provide accommodation is relatively high, and the catering function has not yet been fully popularized in the camps.
Taking the conference team building function as an example, only 13% of the existing camp properties in China have the conference team building function. For the camp, the conference team building function is conducive to promoting the camp to have a more diversified customer base, alleviating the seasonality, and enhancing the camp's ability to resist risks. The scarcity of this feature in existing camps also indirectly leads to the fact that this feature can be built as one of the highlight service products to achieve the differentiation of camp products.
In general, there are five core factors to promote the development of domestic camps:
The energy level of the city and the comprehensive economic strength are the driving forces for the development of the camp.
The natural environment is the basic condition for the development of the camp;
Residents' leisure consumption ability and consumption concept are the "boosters" for the further expansion of the camp scale.
The special experience activities of the camp are the "soul" of the development of the camp;
The supporting functional facilities of the camp are the breakthrough point to realize the development of the camp "out of the circle".
Well, for domestic consumers:
Does the existing domestic camp property meet the expectations of domestic consumers?
What kind of consumers are fond of camps?
What kind of consumers are indifferent to camps?
In the subsequent in-depth interpretation of the "Blue Book of China's Camp Investment and Development", these layers of "fog" will be removed, and the camp demand preferences of domestic consumers will be peeled off, and what kind of camp is the "favorite" of domestic consumers.