Study Tour Camp IP Brand Joint Venture Licensing

📌 Background

In 2026, the study tour industry shifted from scale expansion to value cultivation. Bases and camps are facing pain points such as curriculum homogenization and difficulties in student acquisition. Institutions with mature curriculum systems and brand premium are beginning to replicate using an asset-light joint venture model. According to a report by Chinese Academy of Sciences-Puhua Consulting, the '2026-2030 Study Tour Industry In-depth Research and Development Status Trend Forecast Report' indicates that the market size of the study tour market has firmly established itself at the 100-billion-yuan level in 2026. Specifically on the product side, the Shennongjia Secret Adventure Summer Camp is priced at 5,899 yuan for a 6-day camp (merchant listed price).

👤 Target Customers

Regional small and medium-sized study tour bases, camp operators, and local cultural tourism groups who need mature curriculum content, brand endorsement, and student acquisition channels to increase average transaction value and repurchase rates.

💰 Revenue Streams

1) Collect brand licensing fees and annual management service fees from franchised or joint-venture bases; 2) Take a percentage cut from the camp's revenue; 3) Rebates from unified supply chain procurement and curriculum training service fees.

🧮 Cost Structure

Curriculum research and development and iteration costs, brand marketing and promotion costs, operations supervision team labor costs, standardized curriculum packages and textbook production costs.

🛡️ Moat

Market-verified high-average-transaction-value curriculum systems and repurchase methodologies, brand trust accumulation in safety and quality among parents, and supply chain bargaining power and word-of-mouth synergy generated by cross-regional camp networks.

🔑 Keys to Success

• Continuous iteration capability for high-average-transaction-value blockbuster curriculum products
• Screening, training, and quality control systems for partner bases
• Student acquisition closed-loop formed by parent community and private domain traffic operations

⚠️ Risks

• Brand reputation damage caused by distorted execution at partner bases
• Negotiations on profit-sharing ratios for the joint venture model falling into a deadlock
• Impact on channels from regional policy or school study tour procurement rule changes

🏢 Cases

• Mature IP curricula such as the Hubei Shennongjia Secret Adventure Summer Camp can be exported externally
• Brands such as Ultimate Family Camp Education and EACH International Camps expand their camp networks by exporting curricula and operational standards

📊 SWOT Analysis