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C
Glamping

A form of camping involving
accommodation and facilities more
luxurious than those associated with
Wang told us about the initial design for the space, Two to three years later, MOGO launched a vin- traditional camping.
“During the half year of the trial operation, we made lots tage-style series called “part-time furniture”, which refers
of changes. At first, we didn’t feel the need to add coffee to the possibility of using the item in another environ-
in our business. We didn’t think about this idea. However, I ment context. This series became the predecessor of their
personally really love coffee, so I tried to introduce this ele- owned brand Kinoco, a brand for manufacturers, and
ment. Another change is the enrichment. Order from foreign later nurtured Kinoco outdoor. “I am passionate about
brands and dispatch are very time-consuming, which really outdoor activities. Our self-designed products and our
delayed our operation. Considering this and the demand to role as international brand agent can provide solutions
provide more real experience in our physical store, we tried to outdoor lovers and customers. That’s why ABC Camp-
to introduce domestic individual brands to enrich our space.” ing & Cafe got popular among camping insiders as soon
One of the introduced brands is MOGO, a decoration as we kicked off.”
design brand founded by Wang earlier. When she operat- When we go back to normal from home quarantine
ed her clothes boutique at first, she received frequent and travel bans, the travel demand that was repressed for
inquiry for business space design because of her art design almost a year finally gets relived. Taking the tide of camp-
background. This inspired her to start her own studio to ing fashion, the brand concept of “no boundary between
create a new industry field, but the shortage of furniture furniture and outdoor events” echoes with the public.
options was a huge obstacle for her to find project solu- According to Technavio, a marketing research agen-
tions. “Back then, we felt the absence of many items that cy, the European market value of the camping tent might
we wanted to place in the business space. We scrolled exceed USD 5.4 billion from 2016 to 2020, with a CAGR
through domestic and international brands but struggled of over 4%. As the analyst Abhay Sinha said, “The low cost
to find vintage-like items that suited the overall style. We of camping trip makes it an affordable and popular form
sometimes bought real vintages through cross-border of entertainment for youngsters.” However, this conclusion
online shopping, but it was not always practical.” To com- does not apply to the reality. In fact, the booming Glamp-
plete this gap, they set foot in the furniture industry. ing in Asia represents the birth of new lifestyle.

Condition for Camping Coffee

Coming from Europe and America, Glamping sets its foot-
hold and evolves in Asia. The “glamorous” target has shifted from
tent equipment to portable camping equipment, and the prepa-
ration becomes more exciting. As indicated in the China Outdoor
Items Market Research Report 2019 by COCA, the sale amount
reached RMB 25.02 billion with a steady momentum. Those who
haven’t tried camping may think this hobby has a high threshold.
Apart from searching for camping tips, many beginners care
about equipment options. In their shopping lists, Stanley and
SnowPeak which cover most of the outdoor needs get a dominant
position. “I quite love outdoor activities. I think it has influenced
my habit and dress. For us, it’s about lifestyle.” Wang said.
Wang believes the eagerness for outdoor is ingrained in
everyone’s DNA, proved by the enjoyment of walking in parks
and hiking in mountains. The motivation may come from pan-
demic, work stress and fast pace of modern life. “Since the
primitive society, we have started pursue a more comfortable
life. Glamping is a form of this.” Though she is not against fancy
photos on social media highlighting visual impact of camping,
she puts more focus on the variety of the ways we play.

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