wen|jiazhixingqiuplanet oujin

编辑|韦伯

riqian，yichangmalasongsaishifengbobatebuguojituishanglefengkoulangjian。

4yue14ri，2024nianbeijingbanchengmalasongmingqiangkaipao，quanguojilubaochizhehejieyi1xiaoshi03fen44miaodechengjiduodeguanjun，erhousanmingfeizhouxuanshoujinyi1miaozhichaduodeyajun。cicibeijingbanchengmalasongsaishizhongfashengde“waijixuanshoubaosong”shijian，zaiwangluoshangyinfaleguangfanguanzhuhereyi，xuduorenzhiyisaishidegongzhengxing，bingduitebudezanzhushangjiaosetichulezhiyi。

zhongguomalasongzheichang“shengyan”，zaizibenheliyideguoxiexia，sihubianweile。

zaiguoqudejitianli，tebuguojidegujialianxuxiadie，liangtianneizhengfashiyigangyuanshizhi。

4yue19ri16shi，beijingbanmazuweihuifabushengminghuiyingledazhongguanzhu，shengmingzhongzhichusanweiwaijiyundongyuanquewei“peisuyuan”，tebugongsiweiduipeisuyuanjinxingmingquebiaozhu，daozhizhongaolupaogongsiweixiangzuweihuibaobei，jiangsimingwaijipeisuyuanbaomingweiteyaoyundongyuancansai，suoyicaichuxianlezaizhongdianqiansanrenzhudongjiansudeqingkuang。

yuebanxiaoshihou，tebuguojiyefabuzhiqianshengming，cheng“wanquanjieshouzuweihuizuochudechufajueding，bingrenzhenfansheng、shenkejiantao，yansuchulisheshirenyuan。”bingbiaoshihuishenkejiqujiaoxun，quanmianpaichasaishiyunyinggongzuodesuoyouliuchenghezhidu，quebaojinhoubuzaifashengcileishijian。

yiqiechenailuodinghou，guoneimalasongsaishideguizeyuyunyingyexuhuigengjiawanshan。

01 全网舆论“一边倒”

gongkaiziliaoxianshi，hejieshitebuqianyueyundongyuan、zhongguonanzimalasongjilubaochizhe，sanweiwaijixuanshouyeshichuanzhetebuxiefudeyundongyuan。

beijingbanchengmalasongsaishizuweihui15rifabugonggao，biaoshizhenduinanzizubisaijieguo，yichenglizhuanxiangdiaochazuzhengzaikaizhandiaocha，diaochachulijieguojiangjishixiangshehuigongbu。

suihou，guoneiwaizhuduomeitigenjinzheiyishijianbingxianhoufasheng。gefangguanzhudejiaodianjizhongzai“baosong”shijianshifouweibeiletiyujingshen、tebushifoushexiancaozongsaishi、malasongsaishishifoushangyehuaguodudengwentishang。erwangyoumendepingjiagengshi“yibiandao”，juedeteburaoluanlebisaijieguo，shenzhishuoqishiyichang“jiasai”。

jinguantebuzaimalasonglingyuyouzheduoniandekoubeijilei，danpinpaixingxiangrengyinshijianshoudaoyidingchongji，shizhiyechuxianlemingxianxiadie。

zheikeyulundezidan，jiejieshishidedazailetebushenshang，zhenggepinpaibudebuchengshouzheiboyulunchongjizaochengdeshanghai。

jinrigongbuzhigonggao，jiguangdawangyouhaiyuanleyigewanzhengdeshishijingguo，haitebuyigeqingbai，yehaiguoneimalasongsaishiyipianchunjingde“tiankong”。

02 “买脚”已成“潜规则”

muqian，zaiguoneidemalasongsaishizhong“maijiao”xianxiangyijinghenchangjian，jixiangguanpinpaizhuzhongzijiapaoxiezaisaishizhongdechuanzhelv，tongguogezhongfangshiyudingjianpaozhe、jingyingpaozhedaodazhongpaozhehezuo，yitigaochanpinhepinpaidepuguangliang。

yiweiyeneirenshitoulu，xiangguanshujuhebangdanshitiyuxiefupinpaidepinpaishichangbuduigaocenghuibaodezhongyaoneirong，ruguoyichangbisailiqiansanmingdouchuanzhezijipinpaidepaoxie，chengjijiunengzhengmingchanpindeyingxiangli，zheibiquwaimiandaguanggao、puqudaoxiaoguohaiyaohao。

suizheguoneimalasongsaishidepinfanjuban，weilerangzijiapaoxiegengduochuxianzaisaishizhong，youqishihuodehaochengji，zhuliuyundongpinpaidouhualezhongjinyujingyingpaozheqianyue，bingqiezuchengzhanduichongjilingjiangtai。ruhejiejiushitebuqianyueyundongyuan，361duqianyueleguanyousheng、pikeqianyuejiaoanjing、hongxingerkehezuoliaoshunhu、jiaerenjiazeshizhongqiaotiyuqianyueyundongyuandengdeng。

erpaoxieshichangde“juan”，gengduolaizipinpaiduipaobushichangdejiyu。

数据显示，目前中国已经成为世界第二大跑步市场，2023年全国马拉松及相关路跑赛事多达699场，总参saiguimowei605.19wanrenci。

judade“dangao”baizaiyanqian，suoyouyundongxiefupinpaidouxiangfenyibeigeng。ertebujiushidiyigecong“roumian”kaishi“zuodadangao”deren。zi2007nianqi，tebuyileijizanzhuchaoqianchangmalasongsaishi，shizanzhumalasongsaishizuiduodeguoneiyundongpinpai。jin2023niantebujiuzanzhule24changmalasongsaishi，qizhongbaokuolianxu16nianzanzhudeshijietianjingbaijinbiaosaishishamenmalasong，yijizhongqingmalasong、yangzhoujianzhenbanchengmalasongdengjinbiaosaishi。

图源：特步国际财报

danshuodaodi，wulunshi“maijiao”haishizanzhusaishi，doushichangguidepinpaipuguangdongzuo，shijileizhuanyekoubeidetujingzhiyi。tongguozheizhongfangshi，pinpaiyoujihuizhanlingxiaofeizhexinzhi、chuangzaoxiaofeizhehaogandu，zheishipinpaisuzaodejibenguocheng，shizhengchangdeshichangjingzhengxingwei。

tebu“maijiao”dingjianyundongyuan，bingtongguo“guorenjingsu”jilixuanshouchuangzaogengkuaijilu，keguanshangyetuidonglequanxingyexiangqianfazhan。

yuepaoquanfabude《2024shamenmalasongsaidashuju》xianshi，tebuchuanzhelvzaisuoyoujiposanpaozhezhongfenbiedadao41.8%he43.8%。lingjufuruositeshaliwenshuju，an2023nianquanqiugedapinpaipaoxieshichanglingshouliangtongji，tebupinpaipaoxiexiaoliangquanqiulingxian。

zheixieshujulibukaiduoniandepinpaijingyinghejilei，yecemianfanyingchutebuzaixiaofeizhexinzhonglianghaokoubeihepinpairenkedu。

图源：特步国际财报

cicibeijingbanmayinqixuanrandabodegenbenyuanyinhuoxuyezaiyutebuzaimalasonglingyuzhangqijileidekoubeihehaogan，zuoweiquanneibeishouxinlaidepinpai，tebubuyinggaifanzheiyangde"cuowu"，yincipaozheduicishigengjiafenkai。

03 特步该如何走出舆论漩涡

《2022quanminpaobuyundongjiankangbaogao》xianshi，paobuzaiwoguoyouzheguangfandequnzhongjichu，canyurenqundenianlingkuaduyesuizheshehuiduiyupaobuyundongbuduanpanshengdereqingerzengjia。2022nian18-40suidepaozhekaishichengweizhongjianliliang，zhanbichaoqicheng。

erzheiqizhonghendayibufenpaozhesuirandabudaoquancheng42.195gonglidezhuanyemalasongyundongyuanshuiping，danyiranreqinggaozhang，yincijinnianlaigeleiminima、banma、quanma，yijicaisepao、paopaopao、chuizhipaodenghuodongruyuhouchunsunbanyongxian。

tebuzuoweiguoneilingxiandeyundongpinpaizhiyi，zaipaobulingyudetouruhebujuwuyongzhiyi。shujuxianshi，jiezhi2023niandi，gong83mingyundongyuanshenchuantebude160xxiliepaoxie，zhaidegeleiguanjun370ge。

tebuguojizuixingongbudecaibaoxianshi，2023niangongsiyingshou143.46yiyuan，tongbizengzhang10.9%。qizhongxielvshouru81.72yiyuan，tongbizengzhang5.3%，zhanzongyingshoubilidadao57%。

rucichengji，yidingchengdushangdeyiyuchanpinlihezhuanyeyundongyuanbeishude“shuangguanqixia”。

duiyuputongxiaofeizheeryan，tebujingyingxiliepaoxieqianyuanzuoyoudejiagebingbubianyi，dantamenrengranyuanyifufeigoumaideyuanyinzaiyutebuzhuanyepaoxiedepinpaixingxiangyijiguoyingdechanpinli。

renhecongyezhexinlidouqingchu，zhiyoupinpaixingxiangshibugoude，guoyingdechanpinlicaishidiyushichangjingzhengde“huchenghe”，yeshikangzhufumianyulunyalideliqi。erjipaozhedailaigenghaodechanpin，yexucaishitebuzouchuzheiciyinmai，zaiciyingdeshichangxinlaideweiyifangshi。