Camping is gearing up to become more popular during Golden Week Holidays
Combining the safe social practices with the opportunities to explore outdoor activities, camping has become a popular holiday option in China. This year's 'Golden Week' (China's national holiday between 1st Oct-7th Oct) has seen a tremendous demand for nationwide camping.
According to the report (Global times, 4th Oct), the online fresh food delivery from the campsite has increased 500% compared to the week before. It has expected to have 50%-60% (YoY) more food delivery consumption during the seven-day National Day holidays.
Parks, motorhomes, and other types of campsites have become more popular than ever. The report (Analysys, 2022) showed that 86% of Chinese users search for camping inspirations from leading social platforms such as LRB (Little Red Book, the visual sharing social media). Especially glamping, a form of camping equipped with a more luxurious style, has grown rapidly. Posts about glamping have been emerging on LRB with hashtags such as '#Glamping in Shanghai', and '#Golden week glamping'
Luxury fashion brands started capitalizing on these camping trends through content marketing practices. Burberry launched its 'must-to-have glamping item list' on LRB in 2021. At the same time, Rolls-Royce collaborated with Vispring to host the camp party in Hangzhou. With highly visual and rich content details, luxury brands could largely leverage the glamping culture, such as what to pack, where to go, and relevant glamping content to cleverly appeal to younger audiences.
Source:
https://www.globaltimes.cn/page/202210/1276555.shtml
https://www.analysys.cn/article/detail/20020563
