[Camp] Targeted: Analysis of Jinshan Lake International RV Campground in Zhenjiang

From simple accommodation units to continuous integration into different business formats, another consensus has gradually formed in the content planning of domestic camps, that is, the content of camps should be as rich as possible. However, it is undeniable that what kind of format to choose to fill is more important than filling itself. In terms of content construction, Zhenjiang Jinshan Lake International RV Campground focuses on family members and creates service modules that meet the needs of different age groups. The model that closely follows its own positioning is worth referring to.

Zhenjiang Jinshan Lake International RV Campground is located at the intersection of the national 5A-level scenic spot “Jinshan Lake” and the Yangtze River, close to the landmark building “Gate of the River and Sea”, surrounded by the Yangtze River on three sides, and the site selection has great market advantages. Since its official welcome in May 2017, it has received tens of thousands of tourists. The camp covers an area of ​​more than 220 mu, including catering, accommodation, bars, book bars, parent-child entertainment, outdoor development and other business and entertainment projects. It is a typical comprehensive camp integrating multiple business formats.

In terms of content construction, it closely revolves around the “family” audience group, takes “RV elements” as the core, and creates a RV culture with its own characteristics. It not only simply defines RVs as leisure accommodation, but also integrates RVs with leisure, Links closely related to RV and education, RV and sports, RV and health care, RV and life are all connected, and then the content is created according to the different needs of family members, so that every service module introduced is targeted.

wholeheartedly 

Looking at all the service modules inside the camp, they are basically deployed on the “one center and two areas” of the camp. “One heart” is the service center. Different from other camps, the service center of Jinshan Lake Camp basically covers the indoor leisure and entertainment items of the entire camp, covering the needs of customers of all ages in the family, especially the service section for children and the elderly.

The external building of the service center was assembled and constructed by 84 containers in 28 days, covering an area of ​​1,500 square meters. Inside, there are tourist service center, camp restaurant, “Dort Beer Garden” bar, meeting room, “Jigu” parent-child entertainment center and Mingyue Bookstore. 

“Jigu” parent-child amusement center is mainly to pay attention to children’s growth, education and the cultivation of comprehensive abilities, and to create a comprehensive indoor children’s playground for children aged 3 to 12 that pays attention to children’s physical and mental health growth. There are two floors in total, which can accommodate 30-50 children at the same time. On the first floor, there are Lego block pools, pure water purification equipment, special toilets for children, and caring mother and baby rooms; on the second floor, there are naughty castles, ocean ball pools, climbing games, toy cars, oversized dolls, all-day animated TV, and regular multi-media Courses, and a parent care rest area. 

Mingyue Bookstore focuses on the health care, health and leisure needs of the elderly, and creates a place for social entertainment and physical and mental balance. The bookstore is divided into three floors. The first floor is a coffee and book bar, which provides magazines and books for guests who come to the camp to read; the second floor is a tea bar, where you can taste tea, discuss chess, and enjoy paintings; From the viewing platform, you can have a panoramic view of the Yangtze River. In addition, Mingyue Bookstore can also hold some small salon activities, such as small public welfare classes, salons, buffet parties, etc.

two districts

“Two areas” refers to the two areas where Jinshan Lake campsite uses “RV” as the core element to carry out outdoor camping and activities. District 1 mainly serves self-driving RVs. There are 44 camps in total, and each camp is equipped with relevant infrastructure, including water supply, power supply, drainage and sewage. In the environment of slow growth in the number of RVs, in addition to providing camping and camping rentals for passing RVs, the camp also provides RV custody and other services.

In addition, there are a large number of forest areas inside the Jinshan Lake Camp, covering an area of ​​about 13,000 square meters, with about 2,000 poplar trees growing naturally, and the average height of the trees is over 10 meters. Thanks to this unique environment, it provides a natural environment for live CS entertainment projects. site. The forest area can meet 40-60 people for game sparring at the same time, which increases the entertainment in the park. It is mainly a camp experience service for young and middle-aged groups, satisfying young people’s pursuit of nature, freedom, purity and comfort.

At the same time, because the camp is located in a wetland park and is close to the Yangtze River, the natural ecological condition is good, and many rare birds will inhabit here when the trees are lush. Therefore, three tree houses are set up along the riverside in the forest area of ​​District 1, providing more accommodation options for tourists who pursue novel experiences and enjoy the outdoors. The internal consumables of each tree house are all equipped with five-star hotel standards, equipped with floor heating. Moreover, each tree house has its own viewing terrace. When the experiencer lives in the tree house, he can look up at the stars and look down at the river. It is the most experiential accommodation unit module.

The second district is mainly set up as a caravan theme hotel area, focusing on the cultivation of caravan accommodation culture, and providing caravan accommodation experience for customers who pursue high-quality and personalized accommodation requirements. With a total area of ​​19,000 square meters, there are 51 camps, and there are 35 fixed RVs in the camp. There are three types: chess and card big bed RV, three-person business RV and parent-child four-person RV. Each camp has an outdoor sink and outdoor tables and chairs, and all the RVs are equipped according to the standard of four-star hotels.

Activity 

Undertaking and organizing activities is an important way for Jinshan Lake Camp to maintain its vitality. Since its opening, the camp has successfully undertaken parent-child garden activities such as “Golden Autumn Children’s Cute Painting”, tent games, children’s autumn outings, more than 30 birthday parties, more than 20 unit team building activities, and the “Sea Captain Starlight Fairy Tale” held in the camp Festival” and “Butterfly Exhibition” were also well received. At the beginning of the camp, the camp signed a strategic cooperation agreement with Dalian Encounter Outdoor Club, and successfully hosted the “Encounter Outdoor 2017 RV Discovery Tour”, becoming the first of 7 domestic professional RV campsites visited by a team of 9 RVs two. 

In October 2017, Jinshan Lake International RV Campsite was invited to participate in the “12th Alxa Heroes Meeting”. More than ten Telford RVs imported from Germany in the camp gathered at the Tengger Music Festival, and the high-quality RV experience and service were well received It has been recognized by guests from all over the world. In October of the same year, the camp signed a strategic cooperation agreement with Jiangsu Lema International Travel Service. In 2018, a total of 100,000 tourists were sent to Zhenjiang City. Jinshan Lake International RV Campground is used as a supporting product to promote the development of Zhenjiang tourism to a new height. 

At present, the first “Snow Base Project” in Jiangsu has also been confirmed to land in the Jinshan Lake International RV Campground. For the future of the campsite, there is also a science and technology theme pavilion of “New Waterman Jinshan” being invested in the campsite. At the same time, the campsite integrates surrounding tourism resources , in addition to its own camp features, it will also be linked with all scenic spots in Zhenjiang to perfectly provide a better and more complete new living experience integrating food, accommodation, travel, shopping and entertainment.