9Month2Day,2017The China Camping Industry Open Class & First Campsite Owners' Conference was successfully held at the Meijiang Convention and Exhibition Center in Tianjin. This open class focused on new cross-sector thinking, explored the camping industry in the context of leisure tourism, and actively sought change and innovation while thoroughly examining industry issues. It also upgraded course standards and guest speaker caliber. The open class improved existing formats such as keynote speeches and roundtable discussions, and also introducedCamp+ Workshopinteractive experience classes. In terms of guest speakers, in addition to inviting top domestic experts, it also featured renowned specialists from Canada, Australia, and other countries.2017The China Camping Industry Open Class & First Campsite Owners' Conference was guided by the Tianjin Municipal Tourism Administration and co-organized by CampingChinaCamping Academy andSMARTthe Vacation Industry Smart Platform.
Themed “New Cross-Sector Thinking, Discussing the Leisure Camping Industry Together,” this open class adhered to its consistent principles of neutrality, professionalism, and authenticity, striving to create an open platform for exchange and sharing among professionals, entrepreneurs, and enthusiasts in the camping industry. Fan Yezheng, researcher at the China Tourism Talent Development Research Institute,Chairman of Anhui Tiandi Camping CompanyChu Changjun, experts fromKOACanada,Patrick Wagnerand others—20plus guests from research institutes, frontline campsites, and high-quality overseas campsites—gathered at the open class.
When talking about all-for-one tourism, the emphasis is on comprehensive coverage of all resources, all time and space, all industries, and all of society—achieving the integration of these resources. Therefore, Fan Yezheng mentioned that all-for-one tourism should involve the integration of all resources and the development of the entire industry chain, not just tourism formats or within scenic spots. The goal of all-for-one tourism is to build all-for-one tourism destinations, with an emphasis on developing tourism in non-scenic areas—many of which are undeveloped, ecologically fragile yet scenic, lacking reception facilities, and subject to development restrictions.
The development of China’s camping industry has outpaced the formulation and issuance of policies. With adjustments in the national economic structure, continuous industry development, and efforts, the government has also been actively promoting industry growth. Since2015, the State Council, the National Development and Reform Commission, and21other ministries and institutions have successively issued20plus policies to support the development of the camping industry. These policies provide solutions for camping site planning and construction, management and operation, new business formats, industry chains, infrastructure construction, investment and development, land security, and talent assurance.
Camping site development under all-for-one tourism focuses on non-scenic tourism destination development. Cross-sector development offers good directions and ideas for camping in the context of all-for-one tourism. Combining campsites with rural areas, scenic spots, landscapes, leisure and vacation, national parks, scenic areas, characteristic towns, aviation tourism, study-travel tourism, and hotels leads to distinctive campsite offerings.
Fan Yezheng concluded that the cross-sector development of campsites is essentially cross-sector integration. How a campsite integrates with surrounding resources determines its market, function, scale, products, formats, and services. The development of a campsite is also related to integration with surrounding resources—investment, planning, operation, and marketing are all key factors influencing resource integration.
Four Upgrades in All-for-One Tourism
SMARTIt essentially started with vacation real estate, but we’re not focusing on building houses—that’s like how everyone uses a smartphone, where the real value lies in the smart system, not the phone itself. So from2013’s vacation industry chain including both software and hardware, including hives and ecosystems, to2016’s all-for-one tourism, to their industry classification—including in rural all-for-one tourism and the camping industry—we’ll focus on several key terms that can actually help us achieve very effective targeted poverty alleviation.
SMARTWang Xu, Secretary-General of the Vacation Industry Expert Committee, believes that combining2017’s emerging elements and trends in other business formats, all-for-one tourism has three upgrades.
The first isIPan upgrade. Second isthe density of innovative talent, which determines the market for tourism development. Third is the consumption chain. Nowadays, folk culture is very popular. We can reduce accommodation fees to 30% or 40%, which would significantly increase the output from the same piece of land. New media isn’t really a new topic, but we hope to look at this group from a different perspective. They are not just promotional individuals—we want them to become a means of researching the story of a project and deeply exploring local people’s stories before the project is even launched.
Operational rules for resort camps targeting core service demographics
Jin Yimin, Deputy General Manager of Yijing Camps, provided solid and practical advice to participants based on his own experience.
How to design a product? The product is actually the core of camp operations. Why? Because only when you have a product can you engage with your target audience. After all, potential visitors won’t come just because you have a certain name—you need to create a compelling product for your camp operations to be truly implemented. Either you lean towards a hotel-style model, as many in the industry have done. Hotel-style management is very well developed within the hotel system, but applying it to camp management doesn’t work. For example, hotels emphasize the staff-to-room ratio—that is, how many rooms there are compared to how many staff members—but if you follow that staff-to-room ratio in camps, you’re bound to lose money. So you can’t simply manage a camp like a hotel. And managing it like a tourism product also doesn’t work—it leads to high volume, low profit, low added value, meaning your product design is extremely basic, and your staffing is also different. This was actually proposed quite early on—13earlier this year—and it’s a model we introduced. That is, first we have what we call the “rare earth layer,” which refers to the activities available at a camp, both routine and special ones within and around the campsite. These are activity-based.
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