[Camp] Back to the essence: Analysis of the Colorful Bird Campsite in Moon Bay, Hongyuan

When it comes to “camping”, the first impression of the public must be a lawn and a tent, rather than camping units such as RVs and wooden houses, and people don’t need to pay for “camping”. For urbanites who have lived in the reinforced concrete forest for a long time, the most primitive camping is attractive in itself. Now, there is a camp in Hongyuan County, Sichuan Province, based on people’s most primitive cognition of camping, it has created a “free camping” camp – Colorful Bird Camp.

The colorful bird campsite is located in Hongyuan County, Aba Tibetan and Qiang Autonomous Prefecture, Sichuan Province, next to the Moon Bay Scenic Spot in Aba Hongyuan County, covering an area of ​​more than 200 mu. Because Moon Bay is a section of Baihe River, an important source of water in the upper reaches of the Yellow River, influenced by grassland wetlands, Baihe River draws many soothing and beautiful arcs on the grassland in Hongyuan, with vast and quiet scenery, so it has always been a camping holy place for outdoor enthusiasts. Cainiao Campsite is located in Moon Bay. Its target customers are those who come to visit Moon Bay and experience camping. It is geographically only 3 kilometers away from Hongyuan County and about 400 kilometers away from Chengdu. The source of tourists radiates to Chengdu and Chongqing. and so on.

Cainiao Camping adopts a completely free and open strategy to provide a safe and reliable camping environment and services for consumers who come to camp with their own camping equipment. Safety is the most concerned issue for all campers. According to the staff of Cainiao Campground, there are 24-hour security patrols and full-coverage cameras in the campsite. While enjoying the original camping experience, there is no need to worry about personal and property safety issues. Of course, for tourists without equipment, Cainiao Camp also provides 19 tent hotels with unique ethnic customs and 6 tatami wooden house hotels for consumers with different needs to choose.

free marketing strategy

Although there is no charge for the tent camp, it has brought high popularity to the colorful bird campsite, which has greatly driven the consumption of various entertainment items. During the day, campers can experience horseback riding and archery, zipline rafting or pastures in the lush Moon Bay Grassland. They can also take a colorful hot air balloon and slowly ascend to have a bird’s-eye view of the Moon Bay Grassland. At night, the camp has activities such as bonfire party, Guozhuang dance, singing Tibetan songs, and shooting star trails. Many activities are carried out around the most primitive grassland camping orientation, providing campers with a safe, convenient and content-rich camping environment.

In addition to launching the marketing strategy of free camping, Cainiao Camp has launched an alliance with various channels in terms of publicity and promotion. Online, the first is the creation of the camp’s official account and website, which has built a platform for the camp’s information and product display; secondly, it has cooperated with large OTAs such as Lvmama, Qunar, and Ctrip to increase the number of exposures of the camp and the scope of the radiant crowd. Offline, it is in close contact with various travel agencies to provide consumers with services such as travel guides and itinerary planning, and to carry out a series of themed self-driving tour activities; at the same time, Cainiao Camp will also undertake services such as outward bound training and wedding photography for companies from all over the world.

Digging out demand pain points

According to the starting point of camp construction, domestic camps can be roughly divided into two types: policy environment-oriented and public demand-oriented. In recent years, the state has strengthened its support for the construction of campgrounds, and the market has continued to heat up and ferment, attracting a large number of tourism real estate and real estate developers to join in the construction of campsites, trying to carry out brand strategic layout in the early stages of the leisure camping industry.

This kind of camp was born due to the environment, most of them have sufficient funds and a long return period, but their operation and development are in a dilemma: first, they imitate foreign camps and try to serve RV users; when the growth of the RV market is sluggish and the demand for camps is insufficient, they develop The operation model with Chinese characteristics has been developed to expand the audience and focus on non-standard accommodation experiences such as RVs and wooden houses. The business model has always been relatively passive.

The Colorful Bird Campground in Moon Bay, Hongyuan, Sichuan Province is of another type. This type of camp is based on the public’s demand for outdoor camping, closely follows the essence of “camping”, and creates a series of camping products and services based on the principle of safe and natural outdoor camping experience. The fundamental difference from the first type of camp is that the former finds a market after building a product, while the latter builds a product after finding a demand. At present, the development of domestic campsites is in its infancy. Although there is not much competition in the same industry, resorts and hotels are all dividing up the market share of campsites. Only by digging deep into the pain points of consumers’ demand for camping can we reach the end in the fierce market competition in the future.