50岁在县城跑步，亲戚们说我“疯了”

Core Insights - The article highlights the growing trend of middle-aged and elderly individuals participating in running events in China, emphasizing their significant impact on the running economy and consumer spending [1][2][7]. Group 1: Demographics and Spending Patterns - In 2024, the total number of participants in certified running events in China is projected to reach 7.0486 million, with a total consumption scale exceeding 16.8 billion RMB, resulting in an average spending of 14,141 RMB per person [1][15]. - Runners aged 40 and above account for a substantial portion of the marathon demographic, with those aged 60 and above representing 4.2% of participants but having the highest average spending of 18,872 RMB [7][9]. - Older participants tend to arrive earlier and stay longer in event cities, with those aged 60 and above averaging 3.42 days of stay, which is nearly 30% longer than the overall average [9][12]. Group 2: Consumer Behavior and Market Trends - The average total consumption for marathon and half-marathon participants increased by 26% from 2023 to 2024, rising from 13,701 RMB to 14,141 RMB [15]. - Spending varies significantly based on participation level, with full marathon participants spending an average of 14,782 RMB, while those participating in both half and full marathons spend an average of 19,766 RMB [15]. - Apparel and footwear account for 35.02% of spending, while wearable devices make up 26.57%, indicating a shift towards quality consumption in running gear [17]. Group 3: Cultural and Social Aspects - The article discusses the need for running culture to penetrate deeper into lower-tier cities, where perceptions of running may still be traditional and less enthusiastic [20]. - The inclusivity of running as a sport is highlighted, with seasoned runners (over 15 years of experience) spending an average of 18,251 RMB, showcasing a correlation between experience and spending power [21]. - Social engagement, such as sharing running experiences and participating in running groups, significantly boosts consumer spending, with active participants spending an average of 16,824 RMB compared to 9,767 RMB for non-participants [23].