狂飙十年后，马拉松跑不动了

Core Insights - The marathon industry in China has experienced a rapid growth and subsequent decline over the past decade, reflecting a broader trend in the sports industry from initial enthusiasm to market saturation and regulatory tightening [1][2][15] Industry Overview - The number of marathon events in China surged from 39 in 2013 to 749 in 2024, with total participation reaching 7.0486 million [1] - Major cities have begun to cancel or postpone marathons, indicating a significant shift in the industry's landscape [1][2] Economic Impact - Marathons were once seen as a catalyst for tourism and local economies, generating substantial revenue from transportation, accommodation, and food services [6] - For instance, the 2025 Wuxi Marathon attracted 429,000 registrations and generated 505 million yuan in economic benefits, a 78.2% increase year-on-year [6] Challenges Faced - The industry is facing issues such as service quality problems, public dissatisfaction, and a tightening of policies, leading to a decline in participation and interest [2][12] - The phenomenon of homogenization in marathon events has resulted in a lack of differentiation, making it difficult for smaller cities to attract participants [9][11] Future Outlook - 2025 is anticipated to be a pivotal year for the marathon industry in China, as it will require addressing issues of sameness and improving service quality to sustain growth [12][14] - The industry must shift from quantity expansion to value reconstruction to return to the essence of sports [14][17]