The first time the RV appeared in the eyes of the Chinese public was in the movie “Be There or Be Square”. The heroine asked the hero: Why do you live in the car? The actor replied: This is a way of life, I can’t explain it to you.
Screenshot of the movie “See You”
To get in touch with a new thing quickly, in addition to professionals and industry practitioners , it should be the fastest and most effective way to convey RV culture to the public through film and television dramas and variety shows. I believe that many people know that self-driving travel in RVs is half as creditable as film and television dramas. In recent years, with the continuous development of China’s RV market and the constant changes in people’s consumption concepts, the pursuit of natural RV self-driving tours has gradually recovered and grown as a fashionable travel method in the new era.
Taking advantage of the trend, there are also domestic variety travel shows with the theme of RV travel. Through the way of popular celebrities traveling in RVs, more consumers can feel the charm of RV self-driving tours and understand more about RV-related common sense. As for companies related to RVs, what kind of impact will variety shows/film and television works have?
Variety show “Wild Kitchen” promotional poster
Expand the consumer base with the help of star traffic
If we say that in the variety shows “Extreme Challenge” and “Where Are We Going, Dad”, the RV is only used as a “prop” to leave the country. Well, starting from the “Wild Kitchen” launched on Mango TV last year, the RV has become the protagonist.
Led by the famous host Wang Han, he drives a trailer-type RV and goes to various “wild fields” to find wild food with regional characteristics, and restores the original taste of life with original ecological ingredients and cooking methods. The concept of “advocating urbanites to live out new attitudes and return to nature to find their true heart” has attracted the attention of many young consumer groups. It also provides more innovative selling points for RV self-driving camps and RV rental companies.
Source: Reading Entertainment Baijiahao
What kind of charm does the trailer-type RV that popular stars have experienced? The first wave of fans who want to try must be curious fans. At this time, various tourist routes and camping sites related to RVs have new consumer groups. They help these young people temporarily escape from work on weekends or long vacations. And the pressure of life, enjoy a moment of pleasure from nature.
“Wild Kitchen” conveys the concept of slow life for consumers, while another variety show “Flower Road of Youth” of the same RV travel makes consumers move and feel life during the journey.
“Flower Road of Youth” poster
“The Flower Road of Youth” is based on the theme of “RV travel” that young people yearn for most. A group of young teenagers will start traveling across New Zealand within 20 days with a “just enough” travel budget. “RV line”. The main guests of the show are “Little Fresh Meat” stars who are popular among young fans nowadays. The audience is mostly young fans. Due to the fans’ pursuit, it will affect the parents of these young fans to a certain extent. Most of them are 70 or even Those born in the 1980s are the backbone of social development, which brings more development directions to RV companies.
Celebrity variety shows with their own traffic can play a very good role in publicity. For RV companies, it may be an effective way to develop new resources and new directions.
Use the popularity of the program to promote the life of RV travel
Still taking the above two variety shows as an example, the program broadcasting platform can be regarded as a video platform with relatively high influence on the Internet in China, with a high degree of attention, a large number of clicks, and a relatively fast rate of spread and popularity. This invisible publicity is conducive to the spread of RV self-driving popularity. I believe that many people will take the initiative to search for information related to RVs after watching the show. With the support of this popularity, RV companies need to think more about : how to “snap” this popularity and make RV travel more life displayed to the public.
However, variety shows supported by traffic cannot bring long-term popularity, so RV companies need to think more deeply, change with changes in consumer groups, and better integrate the imported product of “RV” into the lives of Chinese people.
Keep a clear mind and don’t be fooled by the Internet celebrity effect
On the surface, self-driving RVs that seem to be free and unrestrained require the full support of related industries. At the national policy level, many national policies on RVs are inconsistent and unclear. There are also differences in policies for self-propelled motorhomes and trailer-type motorhomes, which gives people the opportunity to take advantage of the opportunity to exploit legal loopholes. At the level of supporting facilities, the camp facilities that match RV self-driving are not perfect in the current Chinese market. If the supply cannot keep up, RV self-driving tours must consider self-sufficiency and require a certain amount of hands-on ability. Consumers who enjoy natural comfort create an invisible barrier.
Variety shows have brought a more youthful and creative development direction to the RV self-driving tour market, but the glamor on the surface only brings temporary success. RV companies should have a clear head and review the market development.
The development road of RV self-driving tour market, which has just started in China , is a road full of freshness and twists and turns. How to meet the needs of most people for self-driving tours under the current situation of increasing consumer demand and gradually improving quality requires all the knowledge of the industry. Relevant people, even government agencies, have made joint efforts in system improvement, product research and development, and camp construction .
The content of this article is written and edited by Camping World
