跑步人群增多催生“跑步經(jīng)濟”

最近幾年，身邊跑步的人越來越多。周末早晨去奧林匹克森林公園，你會看到好多跑團在活動，而且每個人的裝備都相當專業(yè)。一般來說，這樣的活動參與者逐漸增多，自然會催生對運動服裝、鞋類以及配套裝備的需求。這樣一來，跑步這一門生意也就算成型了。

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.

跑步人群在兩個方面的主要的消費群體：跑步鞋和賽事。此外，他們還會在服裝、配飾、書籍、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)濟也隨之發(fā)展起來。

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，他們也一直都會找一些賽事去參與。這種情況過去如此，未來也是一樣。跑步裝備和賽事的市場在過去30多年間日趨成熟，但還遠遠沒有達到飽和的狀態(tài)，因為跑鞋總會穿破(真的很快會破)，而賽事總是辦完一個還有另一個。

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，雖然不斷有人離開跑步運動，但新的人群在不斷加入。跑步運動的普及，尤其是跑步賽事在最近幾年增長的規(guī)模遠遠超出了所有運動產(chǎn)品生產(chǎn)商、零售商和賽事組織者的預期。

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.

跑步愛好者有強烈的意愿參加一些賽事活動，而不會計較報名費用多少。在經(jīng)濟學上來說，這叫供不應求，至少在一些大牌的賽事上來說，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)的區(qū)別。比賽就是讓你參加一個跑步的比賽，而(賽事)活動是經(jīng)過登記認證的娛樂活動，有集團贊助，優(yōu)質(zhì)的飲食，音樂，啦啦隊，大批觀眾，當然，還有高昂的報名費。