ultimatevideopoker| The camping trend during the May Day holiday is coming. How can beer seize the scene consumption code?

Source: Beijing Business Daily

The May Day holiday is coming.UltimatevideopokerUnder the warmer weatherUltimatevideopokerThe camping season returns again. With the advent of camping, it not only provides a scene for beer consumption, but also opens the prelude to the beer season. On April 29, a reporter from the Beijing Business Daily learned from the official account of the Culture, Radio, Television and Tourism Bureau of Langfang City, Hebei Province that the first craft camping festival in Langfang will be held during the May Day holiday. At this event, more than 40 kinds of craft beer at home and abroad were unveiled.

Langfang is not the only one aiming at the camping trend during the May Day holiday. As an one-stop eating at home product brand, the pot ring launched the pot ring brand craft beer for the camping season, including German style, Hawthorn fruit flavor and passion fruit flavor. At the same time, it also developed "9.Ultimatevideopoker.9 yuan craft beer + barbecue plan.

In recent years, many beer brands are immersed in scene consumption. Among them, there is no lack of Beijing craft beer festival, Le Bao beer named "2024 Le Bao Beer Taihu Bay Music Festival", Yanjing Beer sponsored Strawberry Music Festival and so on. Now, when the 2024 camping season is about to begin, capturing camping traffic is a must for brewers.

Whether it is government-led or brand-led, the reason why the beer track focuses on the camping industry lies in the continuous expansion of the camping market. As the first year of camping economy, the "camping fever" sprouted in 2020. With the development in recent years, the camping economy has entered an explosive period.

In October 2023, the National Development and Reform Commission, the Ministry of Natural Resources and other departments issued the Action Plan for promoting the Construction of Outdoor Sports facilities and Services (2023-2025), which clearly expressed support for the construction of camping sites. Encourage qualified tourist attractions, tourist resorts, rural tourist spots, recreation belts around the city, country parks, sports parks, etc., to designate functional areas for camping and leisure on the basis of meeting the requirements of relevant planning and planning environmental assessment.

The policy supports the growing demand for personalized travel by consumers, and jointly promotes the outdoor camping industry into a period of prosperity. Overall sales of outdoor sports equipment at Douyin increased 134 per cent in March from the previous month, up 61 per cent from a year earlier, according to Douyin e-commerce data. Among them, sales of camping goods increased by 57% month-on-month, up 28% from the same period last year.

In this context, many beer brands have devoted themselves to the camping tide. According to incomplete statistics from Beijing Business Daily, the "Qingdao White Beer Life Camp" was held in 2023; not only that, a live camping + beer barbecue was held at the "Zhuanqi Zibo 2023 Qingdao Beer Festival".

For this year's beer enterprise camping marketing activities, the Beijing Business Daily reporter interviewed Chongqing Beer, as of press time, has not received a reply.

In the view of Cai Xuefei, senior expert in alcohol and general manager of knowledge consultation, beer consumption has strong characteristics of festivals and holidays, and scene consumption is significant, and is closely related to residents' way of life. Camping is not only an important extension of modern fashion life, but also an important scene of family and friend consumption. for enterprises, they can carry out relevant community building and cultural guidance around the projects represented by camping. And develop product packaging and taste convenient for camping outdoors, create the corresponding cultural attributes of the brand, so as to improve the adaptability of products, achieve breakthroughs and diffusion of the crowd, and obtain new market sales increment.

The 2023 Beer consumption trend Insight report released by Zhimeng, a consultancy, shows that the beer consumption scene is dominated by traditional social scenes such as parties and parties, while some new scenes are developing. In line with the popular lifestyle of "morning C and evening A", drinking scenes such as night music festivals, campsites and taverns are all good places for young people to pursue happiness and release their emotions.

Cai Xuefei further pointed out that the scene itself is a part of consumption, and alcohol is a typical social consumption, and the scene plays an indispensable role in arousing consumers' emotions, speeding up product word-of-mouth sharing, and strengthening drinking experience. It can be predicted that, with the increasing demand of consumers for non-product experience, scene consumption will play a more and more important role, and scene construction has also become an important competitiveness of wine companies' product publicity and sales.

Beijing Business Daily reporter Liu Yibo Feng Ruonan

Photo Source: official account of Culture, Radio, Television and Tourism Bureau of Langfang City, Hebei Province