[Camp] The management method of three meters from the ground: Analysis of Ziyoujia Huangshan Qiyun Camp

Free Home Huangshan Qiyun Camp is built by Xiangyuan Holding Group and managed by Xiangyuan Hotel Management Co., Ltd. Located at the foot of Qiyun Mountain, adjacent to Qiyun Mountain Scenic Area, it is endowed with unique natural resources and tourism resources, covering a total area of ​​about 500 mu. It started trial operation in early 2016 . The park is divided into three themed resorts: Tree House World, Camp Expo Park, and Sports Club. It can be said that Free Home is a camp specially designed for outdoor camping, so creating a unique camping experience is the basic principle of Free Home Camp.

IP value

The tree house world is composed of 15 tree houses with different architectural and decoration styles, which are scattered in the 100-acre jungle, ensuring the privacy and uniqueness of each tree house. The area of ​​small houses is also 40-50 square meters, and the large tree house can even reach 142 square meters. It is true that every tree house is like a villa scattered in the forest. The characteristic accommodation experience is already unique, and the spaciousness and comfort add to the charm of the tree house.

“No one lives in a wooden house just to live in a wooden house”, this sentence is not applicable to a tree house that is unique enough. In the free home camp, most consumers come here specially to experience the tree house. The effect of the motor drives the consumption of the entire camp. In the Free Home Camp Expo Park, there are also 9 sets of houses made of cement pipes, 2 sets of camping houses for trailers, 2 sets of characteristic wooden houses, 4 sets of container houses and 10 sets of American-style houses with courtyards, all of which are uniquely decorated. Although these accommodation units are similar to other camps in China, because of the traction effect of tree houses, they have also become the experience choice of consumers.

It is not uncommon for campsites to fail to book rooms during the winter and summer vacations and during the peak season of weekends, and tree houses are in short supply. It is undeniable that the tree house is the most popular accommodation unit in the free family camp, and has become the most recognizable IP attribute and label of the free family camp.

Audience analysis

Ziyoujia Camp is located at the foot of Qiyun Mountain Scenic Area, and it is only about 40 minutes’ drive from Huangshan City. Therefore, Huangshan citizens and tourists from Qiyun Mountain Scenic Area ensure the threshold number of campers to survive. Moreover, the uniqueness of the tree house in Ziyoujia Campground is quite influential in areas such as Jiangsu, Zhejiang and Shanghai, and it is about a 3-hour drive from Hangzhou, Wuhu, Hefei and other cities. The service population of Ziyoujia is centered in Huangshan City and radiates to Jiangsu, Zhejiang, Shanghai and other regions.

From the external sales prices of tree houses and other accommodation units, it is not difficult to see that the overall pricing of Ziyoujia Camp matches its service content. The minimum price of tree houses starts at 1,880 yuan per room, and there are rooms as high as 6,000 yuan or more. Regarding the question of whether the camp is for high-end customers, Free Home Camp gave a clear reply: it is not for so-called high-end customers, but mainly for groups of people for family outings. The larger tree house can accommodate up to 8 people at the same time. personal. In addition, the free home camp also stated that among the groups that consume tree houses, the proportion of a family of three traveling together is relatively large.

Frankly speaking, attracting consumers to the camp is only the first step, and the free family camp has also done a lot of work in terms of customer retention. The park is equipped with various leisure and entertainment experience facilities, including more than 20 special sports such as high-altitude adventure, zip line, children’s racing car, horse farm, mini golf, etc., and there are family parent-child, outdoor development, leisure sports, water sports, etc. for different groups of people. Sports and other themed clubs organize themed activities every month, which not only solves the monotony of a single accommodation, but also provides rich leisure and entertainment content and interactive activities, and also allows consumers to have a more multi-dimensional, full understanding and good impression of the camp .

Word of mouth

At present, the free home camp is still in the state of trial operation, and many products are still being polished. Therefore, the camp has not done much in marketing and publicity, and only relies on the camp’s self-media account and word of mouth to spread. From this point of view alone, conservative advertising can bring high occupancy rates, which is really worth thinking about for all industry practitioners, creating a product that meets the needs of the audience, and has a distinct IP attribute of diversion, its value It is more in line with the current consumption trend than building a car behind closed doors.

From the order evaluation of the WeChat public account of Free Home Camp, it can be seen that the favorable rating of the camp has reached more than 98%, and most consumers left messages saying that they would bring family and friends to experience different tree houses again. Another common phenomenon is that consumers are very willing to share photos with different tree houses, which once again proves that each highly differentiated tree house has already become a fan, giving full play to the IP attribute and motivating people to spontaneously Share and spread.

When log cabins and container accommodation have become the standard equipment for all camps, it is no longer suitable to use “features” to describe them. If the house is built on a tree “three meters above the ground”, the camper can wake up in a tree. Come on, the attraction of such an experience is self-evident. You will know it because of the tree house, and you will also remember it because of the tree house. This is Freedom Home Huangshan Qiyun Camp.