There is no doubt that “camping” has become the hottest fashion lifestyle at the moment. With the popularity of “camping”, major domestic platforms and satellite TV have also launched a series of variety shows with obvious camping elements.
On the evening of June 17, the fourth season of “Flowers and Boys” will be officially launched. Because of the participation of popular artists such as Yang Mi, Liu Mintao, Zhao Jinmai, and Ding Chengxin, this show became popular before it was broadcast. In particular, the program directly takes “camping” as its theme and launches the concept of “camping + RV”, which has attracted a lot of attention.
At the initial outlet, what exactly did the camping variety show want to bring to the market and industry? Will Yang Mi, who has a strong ability to carry goods, take the niche camping brand out of the circle?
There is no doubt that “camping” has become the hottest fashion lifestyle at the moment. With the popularity of “camping”, major domestic platforms and satellite TV have also launched a series of variety shows with obvious camping elements.
On the evening of June 17, the fourth season of “Flowers and Boys” will be officially launched. Because of the participation of popular artists such as Yang Mi, Liu Mintao, Zhao Jinmai, and Ding Chengxin, this show became popular before it was broadcast. In particular, the program directly takes “camping” as its theme and launches the concept of “camping + RV”, which has attracted a lot of attention.
At the initial outlet, what exactly did the camping variety show want to bring to the market and industry? Will Yang Mi, who has a strong ability to carry goods, take the niche camping brand out of the circle?
Program photo
Reporter’s analysis:
The camping brand may rely on Yang Mi to go out of the circle and achieve a breakthrough in sales
According to iiMedia Research, the core market size and driving market size of China’s camping economy both show an upward trend year by year. It is estimated that the core market size of China’s camping economy will rise to 248.32 billion yuan in 2025, driving the market size to 1,440.28 billion yuan. Behind the growth in demand, business related to camping is also becoming more and more popular. According to data from the Tianyancha APP, there are currently more than 58,000 camping-related companies in my country, of which nearly 40% were founded less than a year ago. In this year’s “618” event, camping equipment has also become one of the main categories of major e-commerce platforms.
(From left to right) Han Dongjun, Zhang Kaili, Yang Mi
According to the Red Star News reporter, Yang Mi has a very strong ability to carry goods. In the show, the pair of rain boots she wears have been out of the circle and are sought after by many hipsters. According to the data research agency of China Business News, Yang Mi’s recent endorsement has been read more than 7.1 million times on related Weibo topics, and the peak popularity of the entire network has reached 91.26. According to the star data, Yang Mi’s star popularity index reached 96.80, and the star effect index reached 98.96.
At the same time, the camping brand, which was relatively niche before, is also likely to make a breakthrough in sales with the help of artists such as Yang Mi.
an expert:
Camping variety shows are out of the circle, the content is very critical
But it is undeniable that when the domestic variety show really focuses on camping, it seems to lack the luck of a blockbuster and a hundred flowers.
The Red Star News reporter found that compared to the popular Korean dramas “Spring Camping” and “Smart Camping Life”, which scored 9.6 and 9.3 points on Douban respectively, the domestic camping variety shows always make people feel lukewarm. fire. “Many of the current camping variety shows use ‘camping’ as an embellishment, and the participation of guests is very low, so naturally they cannot be recognized by the audience.” Xiaoxin, a producer who once participated in the production of a certain platform’s camping variety show, told the Red Star News reporter that in In her opinion, the content of camping variety shows is very important.
show stills
Compared with domestic camping variety shows, South Korean camping variety shows are mostly in the form of side stories; and the Japanese TV series “One Person Camping” also scored 8.4 points on Douban, and other programs or dramas generally “bring three to five friends”. “Different, the play focuses on where men and women go camping alone. A pair of men and women each tell their own stories, which is a breakthrough for the main body of camping.
Therefore, domestic camping variety shows must find the correct positioning of the show. In addition to maintaining the humanistic atmosphere and quiet time in the slow variety show, it is necessary to clarify whether it is a grass-growing lifestyle, a grass-growing camping place, or grass-growing camping equipment and brand. “In the short term, the amount of information on camping that the program currently presents does not seem to be enough to meet the needs of the audience, especially when camping has already exploded offline. Unlocking a variety of camping methods may be an increasingly exciting process, which is worth looking forward to.” Xiaoxin said frankly.
(From left to right) Liu Mintao, Li Sidani
At the same time, the selection of guests is very important. “Invite more guests with stories to integrate themes such as camping and nostalgia, so as to make the atmosphere of the whole show more comfortable and let the audience feel the beauty of camping. At the same time, the focus should be on what the guests do to achieve the same goal. The hard work and the various exchanges they have made during the camping process satisfy the audience’s yearning for a quiet life.” Variety producer Xiao Xue said frankly.
Red Star News reporter Ren Hongwei intern He Yanling
Edited by Duan XueyingReturn to Sohu, see more
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