In recent years, the global camping market has continued to grow, and an increasing number of brands are looking to launch their own tent products. However, when they begin searching for manufacturing partners, they often encounter a classic dilemma:
Should they choose OEM or ODM?
• OEM is suitable for established brands.
• ODM is suitable for startup brands.
Yet, in the real-world market, more and more brands are discovering that neither of these two models fully meets their needs.
Consequently, a collaborative approach situated between OEM and ODM is rapidly gaining traction—the Semi-Custom Tent Development model.
Under the OEM (Original Equipment Manufacturer) model, the brand retains full control over product design rights.
From tent structure and dimensions to fabric selection and functional features, everything is defined by the brand, while the factory is responsible solely for manufacturing.
The greatest advantage of OEM is strong product uniqueness.
Brands can establish proprietary product barriers, avoiding homogenized competition with similar products already on the market.
However, OEM also entails:
• Higher R&D costs
• Longer development cycles
• More extensive testing and prototyping work
• Higher market risk
For new brands just entering the camping market, this model often translates to significant capital investment and substantial costs associated with trial and error.
The ODM (Original Design Manufacturer) model is entirely different.
The factory already possesses mature, ready-made product solutions.
The brand simply needs to select an existing product and customize the following elements:
• Logo placement
• Color schemes
• Packaging design
• Upgrades to specific accessories
—allowing them to quickly bring the product to market.
The greatest advantages of ODM are:
• Short development cycles
• Low upfront investment costs
• Lower risk
However, the downsides are equally apparent.
Multiple brands on the market may be selling products with similar—or even identical—structural designs.
When competition inevitably shifts to a price-based battle, it becomes difficult for a brand to establish a sustainable, long-term competitive advantage.
As market competition intensifies, many brands have realized that:
They wish neither to shoulder the high costs and risks associated with pure OEM manufacturing, nor to get bogged down in the product homogenization inherent in ODM competition.
Consequently, “semi-custom development” has emerged as a more balanced alternative.
Simply put:
It involves building upon a mature product platform while implementing innovations and upgrades in key areas.
This approach allows brands to control development costs while simultaneously cultivating a distinct brand identity.
This is the most common form of upgrade.
For example:
• Expanding the vestibule area
• Adding storage zones
• Optimizing the living area layout
• Adjusting bedroom proportions
By optimizing the spatial design—even within the same structural platform—brands can deliver a completely different user experience.
Modern consumers place increasing value on the user experience.
Brands often incorporate additions such as:
• Skylight systems
• Modular vestibules
• Detachable side walls
• Connectable expansion spaces
• Multi-functional storage systems
These enhancements often significantly elevate the perceived value of the product.
Many brands choose to upgrade materials based on existing designs:
• Lighter-weight fabrics
• Higher waterproofing ratings
• Enhanced UV resistance
• More durable frame materials
This approach requires a relatively low investment yet effectively elevates the product’s market positioning.
For consumers, visual impression is equally important.
This includes:
• Exclusive color schemes
• Brand element integration
• Adjustments to door and window styling
• Refinements in craftsmanship and detailing
These design elements help brands establish a unique market image.
The camping market evolves very rapidly.
Consumer demands are constantly escalating.
Developing a product entirely from scratch can take 12 months—or even longer.
Yet, market opportunities rarely wait. The advantages of the semi-customization model include:
• Shorter development cycles
• Lower risk
• More controllable costs
• Greater product differentiation
• Easier validation of market demand
For growing brands, this offers a solution that strikes a balance between innovation and efficiency.
In recent years, an increasing number of consumers are no longer satisfied with traditional tents designed solely for sleeping.
Instead, they seek:
• Larger communal living spaces
• More comfortable areas for family gatherings
• A richer, more immersive outdoor lifestyle experience
Consequently, living room tents have gradually emerged as a major market trend.
Many successful products are not designed from scratch.
Rather, they are built upon established tent platforms—leveraging spatial reconfiguration, modular expansion, and functional upgrades—to create entirely new user experiences.
This is precisely where the value of the semi-custom development model lies.
OEM and ODM are not mutually exclusive choices. For many camping brands, the truly efficient path often lies somewhere between the two. Leveraging established platforms to mitigate risk—while simultaneously building a competitive edge through targeted innovation—is becoming the strategic approach adopted by an increasing number of brands. Future market competition will not necessarily be won by those who invest the most capital, but rather by those who can most rapidly grasp user needs and efficiently translate innovation into tangible products. And this, in essence, is why the semi-custom tent development model is gaining such widespread popularity in the market.
