As the weather continues to warm across the country, so does the "weekend economy," which has led to a surge in camping searches and consumption across all platforms.
Securities Times ·e company reporter learned from multiple platforms, in the past two weeks, "camping" related search volume on Meituan platform increased 450% year on year; Xiaozhu Homestand data also showed that the number of keyword searches for "camping" increased by 296% year on year in February; In terms of Ctrip platform, in February, the orders of camping products booked through Ctrip platform in the Southern Warm zone increased by 75% compared with last year, and over 60% of the bookings were made around the local area.
It is worth mentioning that, from the secondary market, this change or has been reflected in the recent camping concept plate continued to receive funding attention.
The camping economy index rose more than 11% between mid-January and the close of trading on March 6, according to Flush iFinD, while the Shanghai Composite Index was up 4%, significantly outperforming the broader market. In terms of individual stocks, in the past 20 trading days, there were 7 concept stocks up more than 10%, among which Yangzhou Jinquan, Mu Gaogi and Meilui Xincai ranked the top three with cumulative gains of 116%, 32% and 21% respectively.
Industry recovery search volume exploded
The camp, located in Taiyang Town, Lin 'an District, Hangzhou, has seen a sharp pick-up in business, with 24 tents booked up ahead of time over the weekend. The head of the camp said that recruiting a "battalion commander" has become his most urgent job. He has interviewed more than 20 people, but has not found a complete satisfaction.
In the Greater Bay Area, campers are feeling the rebound earlier. "Business is getting better and getting up earlier every day." Mr. Fan, the founder of 23°8 North Latitude Forest Camp, said that at present, customers mainly come from Guangzhou, Shenzhen, Dongguan, Huizhou and other surrounding cities. Most of them travel "two days and one night" or "three days and two nights", and the rooms are full in advance in recent weekends.
In fact, these two camps are just a microcosm of the camping orders that continue to pick up around the world and are heading for a busy spending season. According to the latest data from Meituan and Dianping, in the past two weeks, the number of searches related to "camping" increased by 450% year on year, and the number of notes increased by about 300%. Among them, Chengdu, Guangzhou, Shenzhen, Shanghai, Chongqing, Hangzhou, Beijing, Nanjing, Wuhan and Kunming have become the most popular cities for camping.
In addition to Meituan, Xiaozhu's B&B data also shows that as the weather continues to warm, demand for exquisite camping close to nature is growing rapidly. Data showed that Sanya, Guangzhou, Hangzhou, Wanning and Huizhou ranked among the top five cities in terms of bookings for tent homestays. Generation Z, represented by those born after 1995 and 2000, is the main force of "exquisite camping", accounting for 81% of camping users. In February, searches for "camping" on Xiaozhu B&B increased 296 percent year on year.
On the other hand, with the growing demand for "camping", the business model of "camping +" has become a new cross-border action of offline business forms such as accommodation, restaurants and cafes. Take Meituan as an example. As of March, the number of camping related merchants listed on Meituan increased by over 70% compared with the same period last year, and most of them are integrated business types.
Camping is a big business
It is worth mentioning that since 2022, camping consumption continues to be hot, which also makes the performance of related listed companies show a trend of increasing.
On January 17 this year, the leading camping equipment Gaodi released the 2022 performance forecast, expected 2022 net profit of 133 million yuan to 145 million yuan, a year-on-year growth of 69.18% to 84.45%; Non-net profit was 133 million yuan to 140 million yuan, up 115.80 percent to 127.16 percent year-on-year.
"In 2022, the domestic outdoor camping industry showed explosive growth, and exquisite camping has become one of the hottest leisure lifestyles for the young generation." When it comes to the performance of a large pre-increase, Mu Gaodi bluntly, the company as a domestic exquisite camping lifestyle advocate, seize the opportunity to ride the trend upward. Benefiting from the improvement of terminal demand, the company achieved rapid growth in revenue and net profit by combining the continuous force of the company's independent brand business in product power, brand power and channel power.
In the industry boom degree to continue to the good background, A share outdoor camping plate also recently ushered in new members.
On February 16, Yangzhou Jinquan officially listed on the main board of Shanghai, the company's main products for tents, sleeping bags, outdoor clothing, backpacks and other outdoor supplies. After the listing, Yangzhou Jinquan was also continuously pursued by funds. Its share price rose all the way from 31.04 to 79.2 yuan, the new high since its listing, on February 24. However, it fell back to 67.13 yuan at the latest.
Yangzhou Jinquan is also expected to achieve substantial growth in its annual performance in 2022. On January 10, the company announced that it expected a net profit of 235 million yuan to 275 million yuan from January to December 2022, a change of 132.47% to 172.04% compared with the same period last year.
On the other hand, on the interactive platform, camping related questions have once again become the new focus of attention of many investors.
On February 25, an investor asked him about the explosive growth of the outdoor camping industry, and exquisite camping has become the preferred way of leisure for young people. The company's main sports and leisure equipment, whether to enter the outdoor camping industry planning. In addition, there are investors concerned about the layout of three outdoor camping camp this year and camping equipment sales expectations.
On the whole, China's camping economy has a broad market prospect. It has become a consensus that the short-term heat is high and the long-term development is expected to flourish.
According to IIMedia Research, in 2021, the core market scale of China's camping economy reached 74.75 billion yuan, with a year-on-year growth of 62.5%; Driven by the market size of 381.23 billion yuan, a year-on-year growth of 59%. It is expected that in 2025, the core market scale of China's camping economy will rise to 248.32 billion yuan, and the market scale driven by it will reach 1440.28 billion yuan.
"After the pandemic, there was a boom in camping, which was both recreational and social. Compared with the United States and Japan, economic development is the primary driving force of the camping industry in the medium and long term. We believe that China's camping industry is still expected to maintain a vigorous development trend in the long term under the joint drive of consumption upgrading, supply quality improvement and policies. It is estimated that the scale of China's camping equipment market is expected to reach 60.6 billion to 154.5 billion yuan. China International Capital Corporation analysts said recently.
