中年男人的“爱马仕”，三个字

Core Viewpoint - The article discusses the booming marathon industry in China, highlighting the increasing participation and the evolving nature of marathon events, which have transformed into a complex ecosystem involving significant financial investment and social dynamics [3][4][6]. Industry Growth - The number of marathon events in China has surged, with 749 events planned for 2024, attracting a total of 704.86 million participants, averaging about 9,400 participants per event. This is a dramatic increase from 1828 events in 2019 and 134 in 2015, marking a growth of over 12 times in just five years [8][12]. - The participation numbers have also escalated from 1.5 million in 2015 to 7.12 million in 2024, indicating a growing interest in long-distance running [8]. Registration and Participation - Most popular marathons now require a pre-registration and lottery system, with extremely low acceptance rates. For instance, the Shanghai Marathon had a registration of 356,589 with a 7.2% chance of winning a spot, which can drop to around 3% when considering all factors [12][17]. - There are alternative ways to secure a spot, such as purchasing charity entries, which can cost significantly more than regular registration fees. For example, the 2024 Beijing Marathon offered charity spots for 2,000 RMB, while the 2025 Shanghai Marathon's charity spots were priced at 5,000 RMB each [17][18]. Equipment and Training - The marathon industry has led to a surge in demand for specialized running gear, with brands like Li Ning and Hoka becoming popular among participants. The article notes that the average marathon runner is typically aged between 30 to 39, a demographic that holds a significant portion of China's wealth [23][27]. - Training services have also emerged, with personal trainers charging between 400 to 800 RMB per hour, and specialized pacing services (referred to as "private hares") costing anywhere from 1,000 to 10,000 RMB depending on the desired performance outcome [29][30]. Social Dynamics - The marathon has evolved into a form of social currency, with participation and associated costs reflecting one's social status. The article suggests that marathons have become a new luxury experience for middle-class individuals, akin to owning high-end brands [20][21]. - The emotional and psychological aspects of running are emphasized, with many participants viewing marathons as a means to regain a sense of control and accomplishment in their lives, especially as they face the challenges of middle age [45][49][53].