文|马莲红 自从开始跑步，54岁的李咏就成为一个虔诚的圣徒。每当有亲友生病或是不舒服，他就会像金牌销售一样极力推销跑步，好像跑步能治百病一样。 事实上，每有一个中年人开始奔跑，跑步就会多一个圣徒。报告显示，2024年中国田径协会认证赛事总完赛人数达704.86万人次，总消费规模超168亿元 人民币，人均总消费支出14141元，50岁以上人群花费最多，会为了一场比赛逗留更多时间，呈现"来得早，走得晚"的参赛特点。像李咏这样的中老年跑 者，正是路跑经济中的新兴主力。 01 中国马拉松消费主力是谁？ 李咏今年54岁，是一个多年糖尿病患者，自从开始跑步，他的血糖一直很稳定，虽然依旧需要吃药，但他整个人的状态很好，在他身上完全感觉不到糖尿 病人常有的"弱不禁风"。他的体能甚至比一些年轻人要好，特别是近几年，各种病毒穿插，李咏像套了防护罩一样坚不可摧。 这让他更加坚信跑步的神圣，花小钱办大事。每每有亲友生病，或是家庭聚会，他就会循循善诱，督促对方动起来。 大多数人礼貌而又客气地点点头，转头忘了这事；也有些熟悉的，脾气直，还没等他开口"传教"就直接截胡：你又要说跑步多好多好，我看你是疯了。 就连他的老婆，也是最近一年才开始 ...

Core Insights - The report highlights the growing "road running economy" in China, driven by low participation barriers and high autonomy, making it a popular choice for public fitness [1][49][51] - A comprehensive study covering over 30,000 questionnaires reveals the consumption habits and economic characteristics of road runners in China [2] Group 1: Market Growth and Participation - In 2024, the total number of road running events in China is projected to reach 749, with a total participation of approximately 7.05 million, nearly matching pre-pandemic levels [4][5] - The average annual direct and indirect consumption of participants in various road running events is estimated at 13,444 yuan, which is 3.6 times higher than non-participants [3] Group 2: Spending Patterns - The average total expenditure for participants in certified full and half marathons increased from 13,701 yuan in 2023 to 14,141 yuan in 2024, reflecting a 26% growth in total consumption [7] - Participants who engage in long-distance events (full and half marathons) show significantly higher spending, with those participating in both types averaging 19,766 yuan in 2024 [8] Group 3: Indirect Economic Impact - Direct consumption from certified marathon and half-marathon participants is projected to rise from 8.2 billion yuan in 2023 to 9.8 billion yuan in 2024, a 20% increase, while indirect consumption is expected to grow from 5 billion yuan to 6.9 billion yuan, a 38% increase [14] - The average spending for participants increases with the duration of their stay for events, with those staying five days spending over 29,000 yuan [11] Group 4: Demographic Insights - Runners aged 60 and above exhibit the highest spending power, with an average total consumption of 18,872 yuan in 2024, significantly higher than younger age groups [33][36] - The gender spending gap is narrowing, with female runners' average spending at 12,279 yuan and male runners at 12,334 yuan in 2024 [26] Group 5: Social Engagement and Community - Runners who actively share their training and event experiences on social media platforms tend to have higher spending levels, with those sharing multiple times daily averaging 18,206 yuan compared to 8,774 yuan for those who do not share [42][44] - Participation in running clubs and groups significantly boosts spending, with group participants averaging 16,824 yuan compared to 9,767 yuan for non-participants [45][46]

Core Insights - The recent "Super Weekend" marathon events in China saw nearly 60 marathons with approximately 500,000 participants, indicating a vibrant road running economy [1] - The China Athletics Association reported that in 2024, there will be a total of 749 road running events with a cumulative participation of 7.0486 million, an increase of 1 million from 2023 [1] - Major marathons in cities like Shanghai, Wuxi, and Wuhan have seen registration numbers exceeding 200,000, with the average direct economic benefit of top events reaching 419 million yuan [1] Supply Perspective - Despite the impressive number of events, there remains a demand for more marathons, especially for runners who do not secure spots in popular races [2] - The rise of alternative events such as health runs and fun runs reflects a growing interest in diverse running formats, indicating potential for growth in shorter distance events [2] - Some events still face regulatory gaps and service shortcomings, highlighting the need for improved management and operational standards [2] Demand Perspective - Running as a popular sport significantly boosts sectors like sports, culture, tourism, and trade exhibitions, showcasing its broad economic impact [2] - The sustained demand for road running events calls for more flexible event organization, such as the "one city, multiple races" model to better meet public interest [2] Industry Perspective - The current "supply and demand" scenario presents an opportunity for both quantity and quality improvements in the road running industry [3] - Enhancing service quality is crucial, as successful road running events are often recognized for their meticulous service, which in turn supports urban tourism and commerce [3] - Exploring "road running +" models can create synergies between sports consumption and everyday spending, such as hosting sports goods exhibitions alongside events to generate tourism and cultural engagement [3]