How is the luxury camping market in China?
In the post-epidemic era, Glamorous + Camping has become one of the hippest trends among young Chinese travellers and is attracting a broader customer base. In addition to the experience of nature, its glamorous and luxurious connotations translate well into social media hotspots: on Little red book(Xiaohongshu), there are over 4 million user original content (UGC) posts related to the activity, with a 75% year-on-year increase in search buzz.
This booming trend bodes well for the outdoor gear and apparel market. As predicted by Aimedia.com, the industry is expected to reach RMB 562.1 billion (US$84 billion) by 2025.
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Camping is popular in China
From 2014 to 2020, China’s camping market grows from RMB 7.71 billion (US$1.6 billion) to RMB16.8 billion (US$251 million), a CAGR of 13.9%.
According to AiMedia, the campground market size is expected to continue to grow in the future, mainly due to the growth of the overall travel market and the trend of customers preferring to travel short distances and experience nature more closely.
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Luxury camping sweeping China’s younger generation compared to traditional camping
In 2020, the number of campers in China reach 360 million, with luxury camping accounting for 20%.
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A growing proportion of people are buying luxury camping equipment
In 2021, 26.5% of customers spend less than RMB3,000 on luxury tenting equipment; 25.9% spend RMB3,000-5,000 on luxury tenting equipment; and 47.6% spend more than RMB5,000. In the past, customers spent an average of $6995.3 (US$1038) on luxury tent equipment.
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Customers’ preferred luxury camping equipment
In 2021, more than half of customers purchased tents, moisture mats, sleeping bags and tent lights.
21.3% of customers purchased sophisticated camping equipment such as star lamps and paraffin lamps.
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Why do people in China take up luxury camping?
In 2021, the two main motivations for luxury tenting in China are “love of nature” and “to experience a new life”.
The main purpose for Generation Z is to relax and relieve stress, accounting for 84.2%.
The most popular activities among Gen Z campers are barbecues and picnics, accounting for 91.2% of the total.
How are international brands capitalising on the camping trend? See the infographic below
photo: luxury camping market in China | Source from:iimedia
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