Behind the explosion of camping, small "electricity" needs lead to big business

time:2023-01-27 16:38:48 author:Graphics card
Behind the explosion of camping, small "electricity" needs lead to big business

With the slowdown of the domestic epidemic, the outdoor economy led by camping will undoubtedly become a new explosion in 2022. Different from traditional cultural tourism, camping has lower demand for traditional attractions, coupled with the advantages of short time, low cost, flexibility and freedom, camping has become a new star on social media and even e-commerce platforms. For example, in the survey on the distribution of consumer brands in the Tmall sports outdoor industry, the vacation camping category has ranked among the top three in terms of traffic growth and sales growth. In the past five years, the compound growth rate of the number of consumers in the camping category has also reached 15%, which is almost the same as Fitness is on the same level. Whether viewed in terms of the number of consumers, willingness to consume or ability to consume, there is a huge market behind the word camping. Image source: Authorized by Veer So we can also see that many consumer digital brands have chosen to cross into the outdoor market in recent years, adding to the digital equipment for short-distance travel: In addition to Zhenghao EcoFlow, which focuses on solar power generation and energy storage equipment, digital accessories brands have doubled Think, Anker and even Huawei have successively launched their own ecological outdoor power supply products. On September 6, Xiaomi also released its first outdoor power supply, the Mijia Outdoor Power Supply 1000 Pro.

Mijia "one kilowatt" power bank?

It is not difficult to guess from the model that the Mijia Outdoor Power Supply 1000 Pro is a "kWh" level outdoor power supply with a total power of 1022Wh, which is slightly more than one kilowatt hour. According to the product introduction, the available battery capacity is still greater than 80% after 1,000 cycles of charging, so there should be no need to worry about battery life. Image source: The half of the Xiaomi Youpin power supply interface is an LCD display, which can display the power input and output power, remaining power and connection status of the power supply. According to the current workload, Mijia Outdoor Power Supply 1000 Pro can also predict the remaining working time, which is convenient for users to arrange for use. In terms of interfaces, the Mijia Outdoor Power Supply 1000 Pro provides two PD 100W USB-C fast charging interfaces, two USB-A interfaces that support 22.5W fast charging and two 12W USB-A interfaces, which can be used even when going out. Fast charging for two computers, two phones and two smartwatches. There are also two DC 552A and a cigarette lighter interface hidden under the lower cover. The fly in the ointment is that the cover needs to be lifted down, and the interface may be splashed by rainwater. In addition, Mijia Outdoor Power Supply 1000 Pro also provides four new national standard interfaces, DC input interface and Pinzi mains input interface. That's right, in addition to charging the "family bucket" for two people, the Mijia Outdoor Power Supply 1000 Pro can also meet your requirements for using an induction cooker outdoors. According to the information, the inverter power output of Mijia Outdoor Power Supply 1000 Pro can reach 1800W. However, from the auxiliary description text on the product page, 1800W seems to be the maximum power of Mijia Outdoor Power Supply 1000 Pro, and its rated power is not clear. However, judging from the data that the mains can be fully charged in 1.5 hours, the Mijia Outdoor Power Supply 1000 Pro should support 660W input, which is very good in terms of practicality. In addition, the Mijia Outdoor Power Supply 1000 Pro has the ability to join the Mijia App, and can use the mobile App for related management. Considering its practicality, I think the Mijia Outdoor Power Supply 1000 Pro is still quite competitive in the outdoor power supply market. But then again, outdoor power supply is not strictly a must-have for camping in the traditional sense. What is Mijia adding to the outdoor power supply track as a latecomer?

Why is outdoor power the first step?

First of all, we must admit one thing: although the structure is more complex and the functions are more diverse, in a sense, the power bank is technically similar to the "charging treasure". The core of both is BMS battery management, but the outdoor power supply has added an additional power inverter system in addition to the basic charge and discharge management. For technology digital brands, the mature power management technology in digital products has laid the foundation for them to collect outdoor power from the very beginning. In most cases, the new age camping (exquisite camping) consumer group is not the original hardcore outdoor player. According to the report of Oriental Fortune Securities, the essence of exquisite camping is to copy the urban life scene to the outdoors, "in line with the attitude of the Z generation to pursue a trendy lifestyle". For Gen Z, entertainment equipment such as barbecue equipment, coffee machines and even outdoor projectors are themselves an important part of sophisticated camping. In terms of user needs, outdoor power supply itself is a must-have for exquisite camping, and there are ready-made user needs. Image source: Authorized by Veer In addition, since exquisite camping focuses on "sharing", which is aimed at social life, consumers will have higher affordability and psychological expectations for the price of exquisite camping products. Mafengwo's statistics show that female decision-makers account for as high as 64% of camping consumers, and "Beijing, Shanghai, Chengdu, and Guangzhou have reasonably contributed more than 30% of tourists." In other words, consumers who recognize the concept of exquisite camping have better spending power and are more willing to spend money on camping equipment. On the other hand, because the exquisite camping group is "willing to spend money and willing to spend money", they generally prefer to choose high-end "light luxury" camping equipment from well-known overseas brands that have been screened in the market. For example, SnowPeak and Nordisk, which are familiar to camping circles, are successful cases of overseas brands expanding rapidly in China. In this context, domestic brands want to break through with single products, in addition to relying on the launch and promotion of "exquisite camping sharing platforms" such as Xiaohongshu, they also need to innovate in category selection. Traditional outdoor products must not be able to sell more expensive overseas brands, so the new outdoor power supply has become a track that these new and skilled players pay special attention to. According to the industry research of Sinolink Securities, the outdoor power supply product market is expected to reach a scale of 63.7 billion yuan in 2025, and the five-year CAGR is also expected to reach 72%. To put it simply, the outdoor power supply market is an underdeveloped emerging industry with huge market potential but high technical barriers to entry. High technical barriers prevent traditional outdoor brands from taking out their own products to seize the outdoor power supply market at the first time, but domestic brands have accumulated years of technology in this area. For brands with battery-related experience, entering the outdoor power supply market at this time is as simple as a full-level boss driving a trumpet and going to the novice area to fry fish and cheat for double the experience. It is foreseeable that the trend of digital brands entering outdoor batteries will not stop there. In the future, more brands will join this new track, and it is more likely that they will enter the supply chain with the accumulated technology of outdoor power supply, so that their own "" "Main business" has more opportunities for technological breakthroughs. Sophisticated camping may be obsolete, but the wave of outdoor power created by sophistication is here to stay.

(Responsible editor:Tablet PC)

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