英語熱詞：跑步人群催生的“跑步經(jīng)濟(jì)”

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近年來,越來越多的人喜歡上跑步。早上去奧林匹克森林公園,你會(huì)看到很多跑步團(tuán)體活動(dòng),而且每個(gè)人的設(shè)備非常專業(yè)。一般來說,此類活動(dòng)的不斷增加,自然會(huì)誕生的體育服裝、鞋類和設(shè)備的需求。因此,跑步相關(guān)的業(yè)務(wù)也開始發(fā)展起來。

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 runningis growing with it.

跑步的人群主要消費(fèi)群體:跑步鞋和賽事活動(dòng)。此外,他們將在服裝、配飾、書籍、雜志、教練、特殊食品和其他方面的支出。隨著跑步人群逐漸壯大，跑步的消費(fèi)經(jīng)濟(jì)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(huì)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(chǎng)在過去30多年間日趨成熟，但還遠(yuǎn)遠(yuǎn)沒有達(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.

跑步愛好者有一個(gè)堅(jiān)強(qiáng)的意志持續(xù)參與一些這樣的活動(dòng),不會(huì)關(guān)注報(bào)名費(fèi)的價(jià)格。在經(jīng)濟(jì)學(xué)中,這就是所謂的供應(yīng)需求,至少在一些重大比賽中,它是這樣一個(gè)情況。這里的關(guān)鍵詞是“event”。我們要搞清楚race（比賽）和event（活動(dòng)）的區(qū)別。比賽是一個(gè)讓你跟大伙一起竟比的活動(dòng)，而（賽事）活動(dòng)是經(jīng)過登記認(rèn)證的娛樂活動(dòng)，有集團(tuán)贊助，優(yōu)質(zhì)的飲食，音樂，啦啦隊(duì)，大批觀眾，當(dāng)然，還有高昂的報(bào)名費(fèi)。