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 of middle-aged individuals and the evolving nature of marathon events and related businesses [4][5][40]. Industry Growth - The number of marathon events in China has surged from 134 in 2015 to 1,828 in 2019, and further to 749 events in 2024, with total participants reaching 7.05 million [8][10]. - The average number of participants per marathon is approximately 9,400, indicating a significant increase in public interest and engagement in long-distance running [8]. Registration and Participation - Popular marathons now employ a pre-registration and lottery system, with the Shanghai Marathon reporting a registration of 356,589 participants and a low acceptance rate of 7.2%, which may drop to around 3% when considering actual available spots [10][11]. - Charity entries are available at significantly higher fees, with the 2024 Beijing Marathon offering 200 charity spots at 2,000 RMB each, and the 2025 Shanghai Marathon offering 1,000 spots at 5,000 RMB each [14][15]. Equipment and Spending - The marathon culture has led to increased spending on running gear, with various brands offering specialized running shoes ranging from affordable domestic options to high-end international brands [22][23]. - The article notes that the average cost of hiring a personal running coach ranges from 400 to 800 RMB per hour, with packages available for 3,000 to 5,000 RMB for multiple sessions [26]. Social and Psychological Aspects - The marathon serves as a social currency among middle-aged individuals, providing a sense of achievement and control in their lives amidst various pressures [21][40]. - The act of running a marathon is seen as a way for individuals to prove their endurance and capability, especially as they face physical declines with age [41][43]. Industry Implications - The marathon industry has created a complex ecosystem involving registration, gear, coaching, and even personal pacers, contributing to a unique economic model that supports both consumer spending and job creation [39][40].