If you ask a middle-class city family or GenZs in China about their hobbies, they will likely mention one thing: “Glamping” – short for “Glamorous Camping”. While this trend has been around for over a decade in countries like the US, England, and Japan, it gained significant popularity in China during the pandemic, as people sought less crowded places to unwind.
In China, glamping, also known as “轻奢侈露营” or light luxury camping, is not about survival or exploring the wilderness. It’s about families and friends escaping the city to create a “new living environment” and relax together.
Hotel-like “Glamping”
There are two types of glamping experiences in China. The first type is similar to staying at a hotel, where everything is already provided, and you don’t need to bring anything. Locations like Sunshine Valley and Haba Valley transform standard hotel rooms into tents and campers. However, the price is higher, ranging from 1,000-2,000 RMB (about 145-285 Euro) per room per night. The unique selling point of hotel-like glamping experiences is the emphasis on enjoyable activities. Customers can expect entertainment areas, petting zoos for children, watersports and car racing zones for adults, Western-style restaurants, BBQ areas with organic food, bonfires accompanied by singers in the evening, and even stunning starry sky photoshoots at night.
While these experiences offer great comfort, there are a couple of “problems” to consider. Firstly, the rooms are often booked out quickly, making spontaneous weekend trips difficult. Additionally, as everything is provided and prepared, it lacks the true essence of camping.
DIY “Glamping”
For those seeking a more adventurous and hands-on experience, there’s DIY glamping. This involves purchasing all the necessary equipment in advance and driving to a free space of your choice, such as a public riverside, park, or forest. In some areas, camping places with water and gas tanks are available, and you can even rent a tent. Unlike in Germany, where there are specific rules regarding camping places, China has no such restrictions.
A colleague in Beijing discovered a place near the city a couple of years ago. Back then, only two families were camping there. However, this year, the place is filled with cars and tents. The popularity of DIY glamping has led people to invest significant amounts of money in equipment, with the total cost often exceeding 50,000-60,000 RMB (about 7,000-8,500 Euro). High-quality tents alone can cost over 10,000 RMB (about 1,500 Euro). Apart from tents, camping enthusiasts also require cooking equipment like portable power stations, small refrigerators, fancy multi-pots, manual coffee grinders, blenders, ice makers, and fancy lunch boxes. Entertainment is also essential, with Bluetooth speakers, projectors, chairs, and cushions being top choices. To create a cozy atmosphere, decoration items such as lights, carpets, and blankets are favored. Lastly, to ensure a comfortable living area, proper ventilation is a must.
Car manufacturers have also recognized this trend and started developing camping-relevant features. For example, the “Li” camping modus transforms regular car seats into beds. XPeng Motors, an electric car manufacturer, even organizes camping events, where sleeping spaces with projectors are provided.
The Business Perspective
From a business standpoint, luxury camping is all about driving to a free space and creating a new home from scratch. This emphasizes the need for products that enhance comfortable outdoor and in-car living experiences. To cater to the desires of “luxury,” manufacturers must offer aesthetically pleasing and high-quality items.
If you’re interested in discovering how manufacturers can fulfill user needs in this emerging market, feel free to contact us at info@spiegel-institut.de.
Author: Yue Liu, Spiegel Institut Mannheim
