wen | tingtongtech xiao ting

编辑 | 饶 言

malasongzheigesaidao，yuelaiyueyongji。

11yue10ri，80houlaozhouqujiangxinanchangpaoleyichangmalasong（42.195gongli），zheigexunchangdezhoumo，quanguoyoushiyuchangdadaxiaoxiaodemalasongbisai。

erzaigengrenaodeshanggezhoumo，2tianshijian，quanguojubanle30yuchangmalasong，qizhongbianbaokuorencheng“guoma”de2024beijingmalasong。

jinguanxinxinniannianxiangpaobeijingmalasong，danlaozhoubingweiruyuan，“shijiwanrenbaoming，zhiyou3wanrennengzhongqian，paomalasongderenyuelaiyueduole，zhongqiandejilvyuelaiyuexiaole。”

老周的体会有据可循。相关数据亦显示，2014年到2019年的5年间，中国的马拉松赛事数量增长了超过30倍。中国田径协会统计数据亦显示，2023年举办699场马拉松，总参sairenshuchaoguo600wan。qizhongbeijing、shanghaidengrenaosaishi，“yiqiannanqiu”，zhongqianlvdiyu20%，“zhongqianruzhongcai”。

laozhoushijinliangniancaikaishipaobude，tajinnianyijingcanjialeliangchangmalasong。liangnianqian，laozhoucongweixiangguozijihuipaobu，gengbuyongshuopaomalasong。

zhisuoyiqupaobu，bingcanjiamalasongbisai，laozhouchengren，hendachengdushangshishoushejiaopingtaideyingxiang，“duanshipinjingchangnengshuadaogezhongpaobudeshipin，shuo‘paobuzhiyuyiqie’，kandaole，jiuxiangshishi。”

shijishang，jinliangnianlai，xianglaozhouzheiyangdepaobuaihaozhebuzaishaoshu。suizhemalasongzaiguoneiderijianhuore，yuelaiyueduodedazhongpaobuaihaozhejiaruqizhong，zheixiepaobuaihaozhe，haipenghongleyigexindesaidao：yundongbozhu。

zaishejiaopingtai，paobuzheigesaidaodeyundongbozhusuichukejian，youyundongbozhuquanwangfensiyichaoqianwan，daidongheyingxiangzhuduopaobuaihaozhejiaruzheigesaidao。

zheixieyundongbozhutongguobutongdeyingxiangli，tuidongpaobugengkuaisufazhan，yeyingxiangzhezheiyixingyedeshangyegeju。

01 走红的运动博主

“zaibeijingmalasong，dazhengyoupb（dapojilu）le。”jibianshi2024beijingmalasongyijingguoquyizhoushijian，dantanji@dazhengaipaobu（yixiajiancheng“dazheng”），laozhourengxingfenbuyi。

laozhousuoshuodedazheng，shishejiaopingtaiyiweiyundongbozhu。

gongkaiziliaoxianshi，dazhengshiyimingpaobuaihaozhe，tabingfeizhiyedingjianxuanshou，yemeiyouzaiguojidasaishangzhanlutoujiao，danqueshizhuduopaobuaihaozhedebangyang。zaiquanwang，dazhengyongyoujinqianwanfensi。

laozhoutanyan，“butongyuneixiewanghongbozhu，zheiwei‘caogen’malasongaihaozhegengjiediqi，tadejingliduidazhongpaobuaihaozheeryan，yehenlizhi。”

“dazhengyongzijidexingdongheyilizhengmingle‘mengxiangjiajianchi，zhongjiangchenggong’dedaoli。”laozhouzheiyangpingjiadazheng。

lingyiweiyundongbozhu@xiaofangpaobudong（yixiajiancheng“xiaofang”）yidui《tingtongtech》tanyan，zijiyeshoudaoledazhengdeganran。

xiaofangshiyiweiputongpaobuaihaozhe，caogenchushen，gangkaishi，xiaofangjinjinjiangpaobuzuoweiyizhongaihao，bingweikaolvguozuoyundongbozhu，zhishizaishejiaopingtaifenxiangzijidepaoburichang。

danxiaofangfaxian，zijideshentisuzhi，zaiyundonglingyuhuoxujubeiyidingdeyoushi。suizhemalasongchengjidetufeimengjin，xiaofangzaimalasongzheigesaidaoyequdeleyidingdechengji。zai2024nianbeijingmalasongbisaizhong，tadechengjizaicidapozijidejilu，bingdadaoguojiajijianjiangdebiaozhun。

suizhechengjidetisheng，xiaofangzaimalasongsaidaodeyingxiangliyeyuelaiyueda，rujin，xiaofangdezhanghao，zaiquanwangyongyoujishiwanfensi。

“wohengaoxingzijinengyingxiangyuelaiyueduoderen，bijing，kexuededuanlian，queshinengjiwomendailaihaochu。”xiaofangyichengren，tafaxian，jinliangnianlai，bushaoyundongbozhutongguozijidexingdong，yingxiangbinggaibianleyuelaiyueduoderen。

图：“大正爱跑步”（左）及“小房跑不动”（右）的账号来源：抖音 《听筒Tech》截图

zaixiaofangsuozaidemcnjigoubeijinghoulanghuyuwangluokejiyouxiangongsi（yixiajiancheng“houlang”），bianqianyueleguoneixiantuiyitiyumingxing、zhuanyeyundongyuandengmingxingdaren，bingfuhuachuyixilietiyuleiyouzhikol，qizhongbufadazhengdengzhimingyundongbozhu。

ciqiandegongkaishujuyixianshi，douyinzhanneigongjiyouchao1.2yitiyuneirongchuangzuozhe，tamenchuangzuodeneirongbeichao4.7yitiyuleixingquyonghuguankan。2023nian，paobuxiangguandeneirong，pingtaibofangliangchao500yi。

“zheixieyundongbozhu，duipaobuzheigesaidaodetuidongxianeryijian。”yiweiduanshipinyunyingcongyezhezhiyan，yundongbozhudetongguofenxianggerenjingyan、tigongzhuangbeituijian、jianlishequ、tuiguangsaishi、tigongzhuanyezhishihejilireqingdengfangshi，duipaobuyundongchanshenglejijideyingxiang，tuidonglepaobuwenhuadechuanbohefazhan。

02 日益热闹的跑步赛道

shouzheixieyundongbozhudeyingxiang，yuelaiyueduodepaobuaihaozhejiarupaobuzheigesaidao。

laozhoubianchengren，zijishishoudaozheixieyundongbozhudeyingxiang，caikaishipaobu。

zailiangnianqian，laozhoubingbupaobu，tagongzuofanmang，xiuxizhiyu，zuidadeaihaobianshihepengyouhehejiu，liaoliaotian。

“yiqianjingchangkandaopaobisaichushideyundongyuan，womenshenzhihuitucaotamen‘youbing’。”laozhouxiaoyan，zijibupaobudeshihou，bingbulijieneixiemalasongbisai，“gengzhongyaodeshi，yidaobisai，haidaochufenglu，henyingxiangchuxing。”

zhidaolaozhoushenbianpaobuderenyuelaiyueduo，tacaikaishiguanzhuqizheigequnti。

“pengyoutuijianjici，jiashangjingchangzaishejiaopingtaishuadaogezhongpaobudeshipin，manmandijiushoudaoganranle。”zaishejiaopingtai，laozhoujingchangnengshuadaogezhongyundongbozhu，“juedabufendoushiputonglaobaixing，tamenzaishejiaopingtaifenxiangzijidepaoburichang，yefenxiangzijizaipaobuzhonghuodede‘haochu’。”

zaizheixieshipindeganranxia，laozhoujuedingchangshipaobu，binghezhuduoyundongbozhuyiyang，zaishejiaopingtaifenxiangzijidepaoburichang，“bushaopaobuaihaozhe，huixianghuzaishejiaopingtaiguli。”

zheijilelaozhougengdadedongli，“wochengren，jinguanrendaozhongnian，danzheixiemoshengrendeguli，jilewogengdadedongli。”

yixietoubuyundongbozhudejingli，yeranglaozhoujuede，meigerendouyoujihuixiangshoudaoyundongdehongli，“renheshihoukaishidoubuwan。”

rulaozhousuoyan，jinnianlai，shejiaopingtaiduiyundongsaidaodepuguangriyizougao。zaidouyin，yu#malasong xiangguandehuati，bofangliangchao400yici。zaixiaohongshu，yu“malasong”xiangguandebiji，chao10wantiao。

图：社交平台关于“马拉松”的讨论，来源：抖音（左）、小红书（右） 《听筒Tech》截图

shejiaopingtaidegaopuguang，yingxiangzheyuelaiyueduodepaobuaihaozhe。

“paobuderenyuelaiyueduo”，yijingchengweibushaorenzuizhiguandeganshou。

hebeishengsanheshimalasongxiehui（yixiajiancheng“sanhemaxie”）fuhuizhangjinguangzhibiandui《tingtongtech》toulu，sanhemaxiechengliyilai，huiyuanderenshuleiniandizeng，youzuikaishidejishiren，yijingzengjiadaoshubairen。

zuoweipaobuaihaozhe，helaozhouyiyang，jinguangzhiyitanyan，shijishang，bujinjinshijiarusanhemaxiehuiyuanderenshuzaileinianzengjia，shenbianpaobuderenyemingxianyuelaiyueduo，“womenzhangqipaobudeyixiedifang，yiqianhenshaopengdaoren，danzheiliangnian，suishidoukeyipengdaochengqunjieduidepaobuaihaozhe。”

gengzhongyaodeshi，yuelaiyueduodenianqingrenjiarudaopaobuxinglie。

“youyushejiaopingtaiduinianqingrendeyingxiangjiaoda，yuelaiyueduodenianqingrenzaizheixieyundongbozhudeyingxiangxia，duiyundongchanshengleshenhoudexingqu，yejiarudaole‘paoma（lasong）’zhong。”

jinguangzhigaosu《tingtongtech》，tashenbianchuxianlebushao00houdepaobuaihaozhe，zheiduitameneryan，shibijiaoxinweideshi，“womendangranxiwangyuelaiyueduodenianqingrenaishangyundong。”

03 运动博主背后的经济账

zaigengduocongyezhekanlai，zheixieyundongbozhu，duimalasongjingjidetuijin，yichanshenglejiaodadeyingxiang。

laozhoubianchengren，zijigoumaizhuangbei，hendachengduhuishoudaoyundongbozhudetuijianyingxiang。

“dazhengtuijiandexie，womailehaojishuang。”laozhouxiaoyan，paobuzhiqian，taconglaibuhuizaidianshangpingtaigouwu，danrujin，tadepaobuzhuangbei，duoshulaiziyundongbozhudetuijian。

xiaofangyichengren，yundongbozhudeshourubizijiyuqidegao，“youqishisuizhefensiheliuliangdezengjia，shouruyechengzengzhangqushi。”

zaixiaofangdeyiqishipinzhong，tatoululezijizuoweiyundongbozhudeshouru。2023nian，xiaofangzhengniandeshuihoushouruwei6wanyuan。dao2024nianshangbannian，talaiziyundongdeshourujiejin10wanyuan。

juxiaofangjieshao，yundongbozhudeshouruzhuyaolaiyuanyoujigefangmian，yigeshidanchangbisaideqianyue，lingyifangmian，zeshiduanshipinzhongdechanpintuijian。

“jiyufensiduiwomenderenke，womenduichanpintuijianyouyangedeshaixuan，suotuijiandechanpin，doubixushizijiceshiqierenkede。”xiaofangzhiyan，yundongbozhudefensi，nianxingdoufeichanggao。eryundongbozhu，youyushentilixing，tongchangyedoufeichangaixizijideyumao。

图：@小房跑不动（右） 在2024北京马拉松赛道上，来源：@小房跑不动 供图

yuelaiyueduodeyundongpinpaiyezhuzhongduizheixieyundongbozhudetouru。yitebuweili，qiyundongzhuangbei，youqishizhuanyedeyundongpaoxie，bianchuxianzaizhuduoyundongbozhudetuijianzhong。

xiaofangyichengren，tebuduiyouzhideyundongbozhutourujiaoda。

chucizhiwai，yixiechangjiandeyundongpinpai，yeshiyundongbozhutuijianjiaoduodechanpin，rumakongduo、shaoyindeng，yeshibushaoyundongbozhutuijiandechangke。

yiweitiyusaidaocongyezheyidui《tingtongtech》tanyan，jinnianlai，suizheyundongbozhuzheiyisaidaodejueqi，duizhenggetiyusaidaodeyingxiangrijianmingxian。

“yishangzhoumo（11yue10ri），dazhengzaijiangsushengjiangyinshipaodeyichangbanchengmalasongweili，zheichangsaishizaibaokuodazhengzaineidezhuduoyundongbozhudeyingxiangxia，yijingxunsuchuquan，zheishichuantongchuanboqudaosuobujubeide。”

shangshucongyezhezhiyan，tongguoyundongbozhudechuanbo，mingxiantishenglezheiyisaishideyingxiangli，“zhongsuozhouzhi，yichangsaishidejuban，nenggouduidangdidejingjichanshengjijideyingxiang。”

zaigaicongyezhekanlai，keyiyujian，weilaijiangyougengduodeyundongbozhucanyuleisidexingyetuidongzhonglai。

buguo，shangshucongyezheyizhichu，yundongbozhudeyingxiang，yecunzaiyidingdejuxianxing，“zheiduiyundongbozhudegerenxingxiangyoujiaoqiangdeyilaixing，jidadikaoyanyundongbozhugerendezonghesuyang。”

（文中老周为化名）