Core Insights - The article discusses the entrepreneurial journey of the company "Makondo," founded by Ai Guoyong, which has undergone multiple transformations over ten years in the sports industry [3][5][10]. Company Overview - Makondo was established in 2015, named after the fictional town in Gabriel Garcia Marquez's "One Hundred Years of Solitude," reflecting the founder's admiration for the book [3][4]. - The company operates in the running market, which is projected to grow from 492.6 billion yuan in 2023 to 598.9 billion yuan by 2025 [3]. Business Transformations - The company has experienced five significant transformations: 1. Transitioned from media to sports public relations, initially securing profitable projects but struggled to maintain a steady client base [5][9]. 2. Shifted focus to organizing running events, conducting 12 medium-sized marathons, relying on government support, registration fees, and sponsorships for revenue [5][9]. 3. In 2019, Makondo pivoted to focus solely on running gear, facing financial challenges but achieving a turnaround with a successful product launch during the "Double 11" sales event [10]. 4. Evolved from selling running gear to establishing a brand, emphasizing originality and quality over low pricing [11]. 5. In 2024, the company transitioned from low to mid-price segments, increasing prices to enhance profitability and product quality, despite some customer loss [12][13]. Financial Performance - In 2019, the company's revenue was 4.04 million yuan, which surged to over 200 million yuan by 2023, marking a 60-fold increase [3][10]. - The company faced challenges with profitability, as revenue growth did not translate into profits, leading to inventory issues and financial strain [12][13].

Core Insights - The article discusses the third wave of running popularity driven by Generation Z, highlighting their enthusiasm for making the sport more fashionable, social, and diverse [1][2] - The number of participants in running events, particularly the London Marathon, has surged, with over 1.1 million registrations for the 2026 event, nearly double the number from two years ago [1] - The demographic of runners is becoming younger and more diverse, with over one-third of participants in the UK aged between 18 and 29 [1] Group 1: Growth of Running Popularity - The current running boom is characterized by a significant increase in participation, with a record number of over 1.1 million people registered for the 2026 London Marathon [1] - The gender ratio among participants is nearly equal for the first time, indicating a shift towards inclusivity in the sport [1] - The increase in runners in England is largely driven by women, with a reported rise of 349,000 female runners from 2023 to 2024 [1][2] Group 2: Influence of Generation Z - Generation Z is reshaping the running landscape, with their preferences for community and mental health awareness influencing their participation [2] - The article notes that running is seen as a more effective way to alleviate depression compared to medication, resonating with the mental health focus of this generation [2] - The emergence of new running clubs that foster a sense of community is contributing to the growth of running among younger demographics [2] Group 3: Marketing and Fashion Trends - Brands are recognizing the willingness of women to invest in high-quality, aesthetically pleasing running gear, which is driving sales and participation [2] - Influential female bloggers and social media personalities are attracting more young women to the sport, creating a network that encourages participation [2] - The integration of fashion into running gear is making the sport more appealing to a broader audience, particularly among younger consumers [2]