城市微度假火了 锅圈找到第二张「餐桌」

This article focuses on Guoxuan's new camping business launched amid the booming trend of urban mini-vacations, with key takeaways as follows:

1. The urban camping industry is seeing a new shift: "hands-free camping" is rapidly gaining popularity. Consumers do not need to prepare their own gear or ingredients—they only need to show up and enjoy the experience. This demand is clear, but the current industry lacks sufficient supply, creating a large supply-demand gap.

2. Guoxuan Camping's operational model packages full camping services into set-priced packages ranging from 99 yuan to 369 yuan, with an average customer transaction value of around 74 yuan, positioning itself as an affordable option. It adjusts its product lineup seasonally: offering barbecue packages in spring and summer, and hot pot in autumn and winter, and runs themed events aligned with different holidays to address off-peak traffic declines.

3. A case study at Zhengzhou's Lotus Park has validated the model's feasibility. After transforming an originally off-peak, underused community park, weekend slots still require advance booking even in winter. As of May this year, cumulative sales reached 1.85 million yuan, with full-year projected sales of 3.5 to 4 million yuan. The model has now been replicated across more than 100 projects nationwide.

This article shares key insights for brands looking to capture new consumption trends and build a second growth curve:

1. Consumption trend insight: Amid the rise of urban mini-vacations, parks have become the "fourth urban space," with lightweight hands-free and non-overnight casual camping emerging as the mainstream demand. Around 80% of consumers choose non-overnight camping, and urban parks are transforming from public leisure spaces into composite consumption scenarios for parent-child activities, socializing, and light cultural tourism. Many regions across China have introduced market-oriented "park +" operation policies that allow private enterprises to enter and renovate spaces, creating clear expansion opportunities.

2. Reference for brand expansion: Leveraging its existing supply chain, member base, and store network built through its home dining business, Guoxuan entered the new camping scenario and reused its existing capabilities to lower expansion costs, providing a replicable example for mature brands expanding into new scenarios.

3. Operational takeaways: Guoxuan drives repeat purchases through seasonal product adjustments and holiday-themed events, attracts mass consumers with its affordable positioning, and converts traffic from its existing 80 million member base. This effectively addresses the core pain points of camping sites: insufficient traffic and low off-peak revenue, and campgrounds operated under this model deliver better profitability than traditional community stores.

This article provides industry trends, opportunity analysis, and replicable models for sellers looking to enter the camping track:

1. Industry status and opportunities: China's camping economy is growing rapidly. The core market is projected to reach 248.32 billion yuan by 2025, and grow to 487.98 billion yuan by 2030, driving related market size to 2.4 trillion yuan. However, the industry is extremely fragmented: over 70% of the 280,000 camping-related companies have registered capital below 2 million yuan, and lack standardized operation capabilities. A large number of camps fail quickly, creating clear consolidation opportunities.

2. Policy and risk reminders: Many regions have opened up market-oriented "park +" operations, creating a policy window for sellers to secure sites. Sellers should avoid the risk of heavy-asset investment in accommodation-focused camps; most consumers demand non-overnight casual camping, so a light-asset, food-focused route aligns better with current trends.

3. Replicable cooperation model: Guoxuan uses a hybrid model of self-operated flagship sites plus franchised cooperation to expand rapidly. It leverages its supply chain and member capabilities to empower partner camps, and solves the core pain points of small and medium-sized camps: lack of stable ingredient supply, insufficient traffic, and insufficient operational capabilities. This model carries low risk and is highly replicable.

This article shares insights for consumer goods manufacturers to capture new demand from outdoor camping and expand business opportunities:

1. Shifts in product design and production demand: With the popularity of hands-free camping, brands need large volumes of standardized barbecue, hot pot, grilled fish, and other ingredients adapted for outdoor use. These products require consistent flavor, easy preparation, and compliance with food safety standards, creating new requirements for factories' large-scale, standardized production capabilities.

2. Business cooperation opportunities: Leading brand Guoxuan has officially entered the camping business, and has signed more than 100 camping projects within just a few months. It will continue to expand its national network, creating sustained, stable, and large demand for standardized outdoor ingredients. Factories producing relevant products can partner with such leading brands to secure stable orders.

3. Insights for digital transformation: Guoxuan relies on 20 digital distribution centers to achieve next-day delivery within a 500-kilometer radius, enabling it to handle the high volatility of camping traffic and uncertain inventory demand. Factories can reference this digital warehouse and distribution operation model to improve their ability to respond to market demand and reduce inventory risk.

This article provides industry trends, customer pain point analysis, and solution references for service providers in the camping-related industry:

1. Industry development trends: The camping industry is currently in a consolidation phase. The original fragmented landscape of small and medium-sized players is set to change, as leading food retail brands enter the space cross-industry. The industry will shift from fragmentation to consolidation, and core industry demand is shifting from selling equipment to selling standardized experience services, creating new service directions for service providers.

2. Core customer pain points: The vast majority of small and medium-sized camp owners face three core pain points: first, the food segment lacks stable, standardized ingredient supply, making it hard to ensure consistent flavor and food safety; second, customer acquisition is difficult, with no stable source of traffic; third, operations are challenging, as many lack the ability to run sustained events to drive repeat purchases, leading to sharp revenue drops in off-peak seasons.

3. Referenceable solutions: Following Guoxuan's model, service providers can leverage mature supply chain and member operation capabilities to provide integrated services of ingredient supply, customer acquisition, and operations to camps. This not only helps small and medium-sized camps solve their pain points, but also allows service providers to achieve new growth through scenario expansion, creating a win-win outcome.

This article provides insights on industry demand, operational models, and risk mitigation for platform operators laying out camping and cultural tourism businesses:

1. Industry demand: Small and medium-sized camping operators generally lack supply chain support, customer acquisition channels, and standardized operation capabilities. The industry needs platforms that can provide integrated enabling services to solve the problems of fragmentation and inefficiency, creating an opportunity for platform operators to consolidate the industry.

2. Referenceable operational expansion model: Guoxuan uses a hybrid model of building self-operated flagship sites plus expanding through franchised cooperation. Leveraging its existing nationwide network of over 10,000 stores, 80 million members, and mature supply chain, it empowers partner camps. This light-asset output model requires no large heavy-asset investment, allows rapid expansion of the project network, and delivers high replication efficiency.

3. Strategic direction and risk mitigation: Platforms can capitalize on the policy tailwind of market-oriented "park +" operations across regions, and prioritize revitalizing underused public green space such as urban community parks. These sites have low rent and are close to customer sources, allowing operators to avoid competition with high-rent popular scenic spots. Focusing on non-overnight lightweight camping also avoids the risks of large investment and slow payback that come with heavy-asset accommodation-focused camps.

This article shares insights on new industry trends and business model innovation for researchers studying food retail and the camping industry:

1. New industry trends: Amid the boom in urban mini-vacations, the camping industry has undergone iteration, with lightweight hands-free camping becoming a new popular trend. The original fragmented, inefficient industry structure that struggled to produce leading players is being broken. Leading food retail enterprises are cross-industry consolidating the camping sector by leveraging their existing capabilities, which has become a new industry trend and is reshaping the original competitive landscape of the camping industry.

2. Innovative business model: Guoxuan has proposed a "second dining table" growth strategy. Building on its original home dining table business, it leverages its established upstream supply chain barriers and downstream channel and member barriers to replicate and extend its existing capabilities to new consumption scenarios such as outdoor camping. It drives growth by expanding the thickness of consumption scenarios. This low-cost expansion model that reuses existing capabilities is a new business model well worth studying.

3. Industry implications: Industry consolidation in camping does not have to follow the heavy-asset acquisition route. Light-asset consolidation based on output of supply chain and operational capabilities delivers higher efficiency and lower risk, and also better aligns with current consumer demand for lightweight camping. It provides a new sample for research on industrial consolidation paths.