2022年中国露营市场专题洞察.pdf

Confidential?and?Protected?by?Copyright?Laws?202220222?2022/6/16?l?研?APP?够?APP?研?BAT?l?研?研?l?Analysys?l?研?2000?2022?5?l?2021-2022?l?资?01?+?X?=?4?2022/6/16?tent?cabins?RVs?unique?务?BC?务?覆?1.81.8?70%70%746%746%2020-2022?社?290%?230%?746%?2022?GMV?70%?研?BC?务?务?务?务?模?5?2022/6/16?+?务?务?的?20?90?去?Glamping?2017?2020?+?愿?娃?6?2022/6/16?务?务?1 1?5.1%29.2%20.3%16.1%10.7%6.0%3.7%8.9%1?2-5?6-10?10-20?20-30?30-40?40-50?50?0%10%20%30%40%50%0200400600800100012002014?2015?2016?2017?2018?2019?2020?2021?2014-2021?SUV??研??研?研?2019?务?20?80?去?务?2015?务?研?10?50%?务?务?SUV?2021?务?SUV?1000?38%?SUV?7?2022/6/16?研?研?69.7%?50.9%?63.3%58.1%47.3%41.5%29.5%23.7%19.5%?69.7%61.2%50.9%45.3%26.5%??研?2022?5?N=200027%23%21%76%52%1%?务?务??研?8?2022/6/16?研?研?56.9%?86.0%?去?导?KOLKOC?研?2022?5?N=20009?2022/6/16?务?务?的?B?愿?社?02务?11?2022/6/16?OTAOTA?KOL/?UGC?/?务?务?UGC?务?12?2022/6/16??研?2022?5?N=2000?务?务?B?去?86.0%?匹?愿?/?研?50%?86.0%86.0%?20.1%20.1%?10.0%10.0%?64.8%64.8%?32.8%32.8%54.6%53.4%41.3%39.8%33.7%23.4%22.2%19.6%13.9%13.2%12.9%12.3%?导?13?2022/6/16?务?务?Attention?Interest?社?社?Search?Action的?的?Share?务?务?赠?赠?覆?导?导?AISAS?务?务?UGC?务?14?2022/6/16?研?研?86%?务?/愿?UGC?82.9%67.3%50.1%?/QQ?/?/?B?M??研?2022?5?N=2000?导?15?2022/6/16?模?务?务?模??研?2022?5?N=2000?模?告?03?17?2022/6/16?20302030?2.12.1?20302030?务?务?2.12.1?的?务?的?2022?务?528?38%?14%-15%?研?2030?2.1?2022?62%?26%?研?2030?1.2?5460?700?务?务?7350?2.1?娃?模?/SUV?研?18?2022/6/16?2022-2030E务?务?20222025E2030E20?21-30?31-40?41-50?50?20222025E2030E?20222025E2030E?1?1?1?1?1-2?务?的??研?2022?5?N=200019?2022/6/16?+?68.1%65.0%47.0%46.4%44.7%38.2%31.9%27.0%17.2%?/?研?68.1%?65%?的?+?+?+?千?千??研?2022?5?N=200020?2022/6/16?20.3%23.6%30.3%65.9%33.0%38.8%39.2%57.0%30.5%31.1%44.8%?裂?模?野?野?研?研?2021?务?3500?务?络?络?POI?野??研?2022?5?N=2000?模?21?2022/6/16?娃?送?野?娃?研?送?研?的?1910s1950s2000s?2010s?的?的?OEM/ODM?2020s?04?23?2022/6/16?2020?-2021.6?研?2021.6?2021务?2021.11?2022.4?#?#?#?#?24?2022/6/16?社?IP?1V1?2022?6?1000?2021?IP?社?模?社?2021.9?2021.10?IP2022.6?1000?2022?研?25?2022/6/16?/?/?匹?务?/?26?2022/6/16?研?研?2022?4?28?120?1000?对?+?务?+?KOL?赠?愿?赠?