[Camp] The business experience of the national standard campsite: Analysis of Bailanghe campsite

Shandong Xinghe Weifang Bailanghe Campsite is the fourth campsite in China built in accordance with the national standards for leisure campsites issued by the National Standards Committee (National Standard Pilot Camp N.006), and the first national standard campsite in Shandong Province. It has won many awards and is widely recognized by the industry.

The camp was unveiled in Weifang in 2015, covering an area of ​​about 154 acres, including 114 RV camps, 38 wooden house camps, and 18 container camps. It is a holiday and tourism camp that is deeply involved in providing characteristic accommodation. Open 24 hours a year, the peak season is from May to October each year, and the occupancy rate is as high as 100%. Bailanghe camp has gradually found the most suitable management method for its own survival through constant exploration.

Buying an RV or Buying an Experience 

It can be said that Bailanghe Campground is positioned with its unique accommodation experience, and has firmly established itself in the user market of locals, especially in the RV camps, which have made enough innovative attempts. There are a total of 114 RV camps in the entire park, and RV camps account for 67% of the total number of accommodation units. Among the daily turnover of the camp, the revenue from RV accommodation experience accounts for more than 85% of the total income. However, there are not many hydroelectric pile camps serving passing RVs, but they are enough to meet the needs of car enthusiasts. In contrast, RV experience has greater market potential in Weifang.

At present, RVs have not been popularized in a large area in my country. Many people are full of curiosity about the life of RVs, but they stop on the sidelines due to various reasons. If campsites completely imitate the business model of Western countries and focus on serving RV users as the main business item, it will be difficult to survive in China. During the peak season of each year, the Bailanghe campsite is full of accommodation. During the off-season, the occupancy of Friday, Saturday, and Sunday can still exceed 95. This score may be arrogant among domestic campsites. The reason behind the score is worth it. In-depth analysis.

With the model of RV accommodation experience, more people have the opportunity to get closer to RV life. “When I go camping, I always set up a tent. It is also camping. RV camping should be a completely different experience.” Mr. Wang, who lives in Weicheng District, said. Obviously, when people are still on the sidelines about RVs, selling accommodation experience is more in line with the needs of the current audience than selling RVs.

In addition, the diversity of accommodation experience is also reflected in the camp. In addition to special caravan-themed accommodation such as family parent-child and rural scenery, it also includes a variety of camping experiences such as wooden houses, container houses, and glass houses. In addition, Internet thinking is used in the camp, and online booking-mobile support-smart navigation-camp self-check-in-smart self-service caravan one-stop service is available.

It is the core positioning of Bailanghe Camp to let more people experience a different accommodation life. The target audience is the local middle class who pursue high-quality life, have more leisure time, and are willing to pay for their own experience.

The “ambiguous” relationship between the camp and the city

Shandong Xinghe Weifang Bailanghe Campground is located in Weifang City, with a total urban population of about 9.2772 million. It is the second most populous city in Shandong Province, providing the minimum threshold for camp operations. Over 90% of the people who come to the Bailanghe campground for consumption every day are locals from Weifang, and most of them come to the campsite for accommodation and leisure experience.

From the geographical point of view, the relationship between the Bailanghe camp and the city can be described as closely integrated. The camp is built on the north side of the west entrance of Bailang Oasis Wetland Park in Weicheng District, Weifang City. It belongs to the urban-rural transition zone. The land is relatively ample, and it can rely on the city’s infrastructure and pipeline network, which greatly saves development costs. Moreover, the distance between the campsite and the densely populated living area of ​​the city is no more than 20 kilometers, which not only maintains the distance, but also drives without fatigue. The distance between several transportation hub stations in Weifang and the campsite can be reached within 30 minutes by car.

The campsite is adjacent to Bailang River Wetland Park. The predecessor of the Bailang River was the moat of the old city of Weifang. Now, on the basis of the original Bailang River, a clever design has been carried out, and landscape restoration has been carried out on the basis of retaining the original natural resources. The Bailang River Wetland Park has become a tourism, Leisure, entertainment, catering, residence, and life experience are integrated tourism complex with strong color of people’s livelihood.

The campground and Bailanghe Wetland Park present a functional complementary relationship. The wetland park is the main attraction factor of the campsite, while the Bailanghe Campground can serve the park and provide a platform for tourists to rest, prolonging the visiting time of tourists and further stimulating each other. economic potential.

New Media Becomes the Protagonist of Marketing 

The Bailanghe Campsite did not advertise on a large scale in the market. Every time the camp plans an event, it will spread it on its own WeChat subscription account and service account. Activities such as free experience, actor recruitment, and lottery draws make the camp popular. , and then conduct secondary dissemination through consumer word-of-mouth.

Offline signed a cooperation agreement with a local travel agency in Weifang, which exists as a tourist accommodation experience product in the designated route of the travel agency; in addition to the travel agency, it also tries to cooperate with quality development companies to provide them with venues and basic supporting facilities for outdoor expansion activities facility. There will gradually be more opportunities to cooperate with OTAs such as Ctrip and Lvmama online.

Generally speaking, at present, the main source of tourists for the camp is still the individual tourists sold at the ticket office of the campground, and the source of tourists still needs to be enriched. However, it can also be seen from this point that the effect of word-of-mouth communication of the Bailanghe camp among the people in Weifang, The solidity of the basic market can be seen.

The first contact between the camp and the ski field 

Previously, the Bailanghe camp tried to find the winter operation mode of the northern camp, and purchased snowmaking machines, trying to combine the camp with the snow play project. In 2017, the Ice and Snow Festival was launched jointly with the GD Outdoor Club. This event successfully gathered more than a hundred people in the camp, and the model of cross-border integration has begun to take shape.

However, because of cross-border integration in the first year, and there are few mature cases in China for reference, the camp has not carried out large-scale publicity and promotion. North Camp for reference.

Create a multi-dimensional service system 

The Bailang River Campground is divided into five themed areas: Entrance Renovation Demonstration Area, Cultural Customs Theme Area, Elegant and Gentle Wooden House Area, Jungle Brave Camping Area, and RV Development Theme Area. In addition to providing special accommodation services such as RVs, the camp has filled in more service modules to enrich the content of the camp.

The camp integrates many businesses such as special food, children’s entertainment, outdoor development, bonfire party, cultural performances and tent camping, outdoor buffet, lawn wedding, conference, outdoor product release, barbecue square party, RV rental, etc., and has become a popular place for people in Weifang area It is the best choice for weekend leisure vacation, large-scale event celebration and other activities.

Weifang Bailanghe Campground has developed a solid foundation in the basic market for local people in the past two years, but it is an opportunity market for residents of surrounding cities and self-driving tourists for holiday tourism, and an opportunity market for short-term stays of transit tourists It’s still weak for now. In addition to doing a good job in characteristic quality accommodation services, increasing publicity and expanding passenger flow channels may boost the development of Bailanghe Camp.

According to the characteristics of each region, the business model of campsites will not be exactly the same. Many places are more suitable for small and refined material supply and service camps, such as in beautiful mountainous areas. However, located in the outskirts of the city, relying on the advantages of urban population and tourism resources, large-scale camps that focus on innovative lifestyle experiences may be more in line with the needs of urban people for camps. After all, before the spring of the RV industry really comes, it is more cost-effective to buy a RV accommodation experience than to buy a RV.