跑步人群增多催生“跑步經(jīng)濟(jì)”

最近幾年，身邊跑步的人越來(lái)越多。周末早晨去奧林匹克森林公園，你會(huì)看到好多跑團(tuán)在活動(dòng)，而且每個(gè)人的裝備都相當(dāng)專業(yè)。一般來(lái)說(shuō)，這樣的活動(dòng)參與者逐漸增多，自然會(huì)催生對(duì)運(yùn)動(dòng)服裝、鞋類以及配套裝備的需求。這樣一來(lái)，跑步這一門(mén)生意也就算成型了。

There are two areas in which runners are prime consumers: footwear and events. In addition, runners often spend on other areas, such as apparel, accessories, books, magazines, coaching, specialty food and drink, and so on. The number of runners is increasing, and the economics of running is growing with it.

跑步人群在兩個(gè)方面的主要的消費(fèi)群體：跑步鞋和賽事。此外，他們還會(huì)在服裝、配飾、書(shū)籍、雜志、教練、專用飲食等方面有支出。隨著跑步人群逐漸壯大，跑步經(jīng)濟(jì)也隨之發(fā)展起來(lái)。

Runners are always going to need shoes and they are always going to be looking for races. It has always been thus, and will continue to be so. Both of these markets have matured during the past 30 or more years, but if history is any guide, are nowhere near saturation, because shoes will continue to wear out (quickly!) and events are even more disposable.

跑步的人總是需要買鞋，他們也一直都會(huì)找一些賽事去參與。這種情況過(guò)去如此，未來(lái)也是一樣。跑步裝備和賽事的市場(chǎng)在過(guò)去30多年間日趨成熟，但還遠(yuǎn)遠(yuǎn)沒(méi)有達(dá)到飽和的狀態(tài)，因?yàn)榕苄倳?huì)穿破(真的很快會(huì)破)，而賽事總是辦完一個(gè)還有另一個(gè)。

In addition, as fast as consumers leave the sport, new ones appear. The growth in running, particularly in running in organized events, has increased in recent years beyond the expectations of even the most wildly optimistic manufacturers, retailers and event managers.

而且，雖然不斷有人離開(kāi)跑步運(yùn)動(dòng)，但新的人群在不斷加入。跑步運(yùn)動(dòng)的普及，尤其是跑步賽事在最近幾年增長(zhǎng)的規(guī)模遠(yuǎn)遠(yuǎn)超出了所有運(yùn)動(dòng)產(chǎn)品生產(chǎn)商、零售商和賽事組織者的預(yù)期。

Runners have shown a strong desire to participate in certain events, regardless of the entry fees. In economic terms, demand has outweighed supply, at least as it applies to some big-ticket events, the key word being "event." A distinction must be drawn between a "race" and an "event." The former offers participants primarily the competition itself, while the latter is certified entertainment, with corporate sponsorship, high quality food and drinks, music, cheering spectators, big crowds and inevitability—high entry fees.

跑步愛(ài)好者有強(qiáng)烈的意愿參加一些賽事活動(dòng)，而不會(huì)計(jì)較報(bào)名費(fèi)用多少。在經(jīng)濟(jì)學(xué)上來(lái)說(shuō)，這叫供不應(yīng)求，至少在一些大牌的賽事上來(lái)說(shuō)，是這樣的情況。這里的關(guān)鍵詞就是“event”。我們要搞清楚race(比賽)和event(活動(dòng))的區(qū)別。比賽就是讓你參加一個(gè)跑步的比賽，而(賽事)活動(dòng)是經(jīng)過(guò)登記認(rèn)證的娛樂(lè)活動(dòng)，有集團(tuán)贊助，優(yōu)質(zhì)的飲食，音樂(lè)，啦啦隊(duì)，大批觀眾，當(dāng)然，還有高昂的報(bào)名費(fèi)。