Core Insights - The marathon industry in China is experiencing significant growth, with the number of events and participants increasing dramatically over the past few years, indicating a rising interest in long-distance running among the population [5][33][49] - The entry into marathons has become highly competitive, with many participants willing to pay substantial fees for entry, often through charity donations or purchasing products that offer race entries, reflecting the event's status as a social currency [10][13][22][23] Industry Growth - In 2024, China is set to host 749 road running events, with a total participation of approximately 704.86 million people, averaging about 9,400 participants per event [5][33] - The number of registered marathon events has surged from 134 in 2015 to 1,828 in 2019, and further to 749 in 2024, marking an increase of over 12 times in just five years [5][33] Entry and Participation - Major marathons, such as the Shanghai Marathon, have a low acceptance rate for entries, with a reported 7.2% chance of being selected, which can drop to as low as 3% when considering various reserved spots for elite runners and sponsors [7][8] - Participants often resort to alternative methods to secure entry, such as charity donations, which can be significantly higher than standard registration fees, indicating a willingness to pay for access [13][14] Consumer Behavior - The marathon has evolved into a platform for social interaction and status, with participants often investing in high-quality running gear and training services to enhance their performance and experience [23][49] - The demand for specialized training, such as hiring personal coaches and pacers, has increased, with costs ranging from hundreds to thousands of yuan, reflecting the growing trend of professionalization in amateur running [37][39] Equipment and Brands - The market for running shoes is diverse, with various brands catering to different segments, from budget-friendly options to high-end performance gear, indicating a broad consumer base with varying needs [24][26][28] - High-end brands like HOKA and On are noted for their advanced cushioning technologies, appealing to serious runners looking for performance enhancements [28][30] Psychological and Social Aspects - The marathon serves as a means for middle-aged individuals to regain a sense of control and accomplishment in their lives, often amidst the pressures of work and family [50][59] - The act of completing a marathon is seen as a personal achievement, providing a psychological boost and a tangible measure of progress for participants [51][60]
中年男人的「爱马仕」，三个字
3 6 Ke·2025-10-12 03:24