文｜时代财经App

duiyumalasongaihaozhelaishuo，niandidesaishigenbenpaobuguolai。

jin12yuedediyigezhoumo，jiuyoushanghaimalasong、nanningmalasong、hainandongfangbanchengmalasong、tebujinjiangmalasongdeng28changdaxiaosaishihuorekaipao。

jibiansaishimiji，danremenmalasongdezhongqianlvrengrandidekelian。paoquanganzhidaodelingyigexianzhubianhuashi，malasongsaishidebaomingfeizhengzaijitishangzhang。

yi2024shenzhennanshanbanchengmalasongweili，qiputonggerenmingeyou2023niande150yuan/renzhangzhi198yuan/ren，zhangfu32%；gerencishanmingezeyou500yuan/renbiaoshengzhi998yuan/ren，zhangfujiejin100%。zheiyeyinfareyi，zaixiaohongshushang，he“shenzhennanshanbanchengmalasongzhangjia”dexiangguanbijiyijingchaoguole1wanpian。

jinguanxianruzhangjiazhengyi，danshenzhennanshanbanchengmalasongrengshi“yiqiannanqiu”。2wanrenguimode2024shenzhennanshanbanchengmalasongzongbaomingrenshutupole8.75wanren，tongdaokaifangshourijiuyou6wanrenbaoming，800gecishangerenmingemane。

zhangjiadebujinjinshishenzhennanshanbanchengmalasong。ciqian，shundebanchengmalasonghenanshabanchengmalasongdoucengyinbaomingfeieryinfaguanzhu。duiyubaomingfeishangzhang，saishiyunyingfangyupaoyoumengezhiyici，xuduopaoyouyekaishizhongxinshenshimalasongsaishidexingjiabi。

malasongbaomingfeizhangdaojin200yuan/renbeihou，jiujingsheishituishou，sheizaimaidan？

涨幅最高达100%，“跑步比打车还贵”

马拉松在悄悄涨价。

cong2017nianqi，xiaolongweichizhemeigelianggeyuejiuquqitachengshibisaidexiguan，tafaxiansaishibaomingfeishangzhangyichengweiyizhongqushi，“quanmazhiqian150yuan/ren，xianzaipubian200yuan/ren；banmazhiqianpubian120yuan/ren，xianzaiyouxiebanmajiagejiejin200yuan/ren。”

anranyeshiyimingpaoma“laopao”，“wunianqian，dabufensaishibaomingfeidoushi100yuan/renzuoyou，xianzaizhangdao200yuan/ren。”

jushidaicaijingbuwanquantongji，zai2024nian，baokuozhangshamalasong、wenzhoumalasong、haerbinmalasong、zhangchunmalasong、baojimalasong、shenzhennanshanbanchengmalasong、huangpumalasongdengzaineideguoneiduogesaishi，xiangmubaomingfeidouyouyidingfudushangdiao，zhangfucong6%dao100%budeng。

quanmaxiangmuzhangfuzuidadeshihaerbinmalasong，baomingfeicong2023niande150yuan/renzhangzhi2024niande200yuan/ren，zhangfuwei33%。baojimalasongsuiranquanmaxiangmubaomingfeiyuqunianchiping，danshi21gonglidebanmaxiangmuquecong100yuan/renzhangdao150yuan/ren，zhangfuda50%；jiankangpaozhangjiagengmingxian，cong60yuan/renzhangzhi100yuan/ren，zhangfuda67%。er2024shundebanchengmalasong，baomingfeizecongquniande130yuan/renzhangzhi198yuan/ren。

图片来源：时代财经整理

yixiexinxingdemalasongsaishiyeyinweibaomingfeigaoerbeiguanzhu。pirushoucijubande2024qingdaohuangjinhaianjingyingsai，hangai15gonglixiangmu，saishiguimowei1500ren，baomingfeiquegaoda288yuan/ren。youwangyoudiaokan，zheichangmalasongzhesuanxialai19.2yuan/gongli，“paobubidachehaigui”。

buguo，malasongsaishibaomingfeishangzhangbingfeixinxianshi。2019nianguangzhoumalasong、chengdoumalasongdengsaishidouduibaomingfeiyongyouguoyilundiaozheng。youyeneirenshizhichu，malasongbaomingfeizhangjiawentizhisuoyibeizaiciguanzhu，shiyinweizaixuduogaoguigetoubusaishibaomingfeimenjianhaitingliuzai160yuan/renzuoyoushi，bufenzhongyaobusaishihuoxinxingsaishibaomingfeiyijingkaishixiang“2zitou”huogenggaoshuipingkanqi。

万人马拉松，成本超千万

“baomingfei200yuan/ren，zhubanfangmeiqianzhuan，shicansaizhemenzhuandaole。”

针对马拉松涨价的争议，广东新中体育集团有限公司董事长李强zai11yue21haofabuleyitiaodouyinshipin，xiwangweisaishizhubanfangzhengming，“renheyigexiangyangdiandemalasongzaimeigepaozheshenshanghuadechengbenshi300yuan/rendao500yuan/ren，ruguobaokuozhengfuziyuandebufen，chengbenshangqiankuaidoushiyoukenengde。”

danxuduowangyoubingbumaizhang，“jirankuiqianweishenmeyaoban，mingxianzixiangmaodun。”zishenmalasongyundongyuanfanfanrenwei，baomingfeishangdiaoshisaishiipjiazhitishengdetixian。“bufensaishiipyunyingdebucuo，jiuyoushangzhangdezixin。zaoxiangangkaishizuomalasongdeshihou，saishidoushibaobumandezhuangtai。”

buguo，gengduojiechusaishiyunyinggongzuodeshoufangzheduishidaicaijingbiaoshi，zhangjiayebingfeizhubanfangsuoyuan。

zhangqiang（huaming）cengrenzhiguoneimoutoubulupaosaishiyunyinggongsiguanligang，“ruguoshisaishiipjiazhidetisheng，tongchanghuiyouxiantixianzaizanzhudengji、saishiyanshengpinhefuwufangmian，zhubanfanghuoyunyingfangbuhuixuanzeyouxiandiaozhengbaomingfei。”

zaitakanlai，baomingfeidebodongyusaishibenshendeyinglinengligengweiguagou，“dingjitoubusaishidebaomingfeixiangduiwending，erzhangjiadegengduoshizhongyaobumalasongsaishi，tamengengduochuyukuisunhuozheweilizhuangtai。”

shanghaitiyudaxuexinwenyuchuanboxueyuanfujiaoshouchenguoqiangshuo，malasongsaishidebansaichengbenzhengtihengao，zhichubaokuosaishijiangjin、jingsaiyunying（saidaojianshe、yunyingrenlichengben、zhuangbeibuji、anbao、yiliaodeng）、saishiyingxiao（saishituiguang、saishizhibo），butongguigedengjidesaishihuiyouchayi。“dingjimalasongjinyangshizhuanbojiuyao700wanyuandao800wanyuan。erduiyuxuduodifangmalasongsaishi，anbaoshigedatou。”

qunian4yue，zhongruitiyuzongjingliliuxiaoleicengduishidaicaijingtoulu，gonggongweishengshijianzhihou，saishiyiliaodengyeyaozuochubizhiqiangenggaodengjidebaozhang。yichangwanrenguimomalasongsaishi，zhengtitourutongchangdouzai1000wanyuanyishang。

duiyubufenxiangkuodayingxianglidesaishieryan，bansaichengbenhaizaishangxing。

zuowei2018yunnanchuxiongmalasong、tkchengshichuizhimalasongdengduogelupaosaishideyunyingchengbanfang，reretiyuwenhuadongshizhangfeilongganshoudaolebansaiyali，“kuodabansaiguimo、tishengfuwutiyan，xiangdingjisaishikaolong，yeyaoqiusaishianbao、yiliao、renyuan、wuliaoshengji，gefangmianfeiyongdouzaizhang，youqishirenyuanchengben。erxiangbizhiqiandemalasongsai，xianzaibisaihaihuiduohenduoewaidajiandedakazhuangzhi。”

政府补贴缩水，“氪金”的赞助商也少了

bichengbenzengzhanggenghexindewentishi，saishideshourukaishisuoshui。

tongchang，guoneichengshimalasongsaishiyoudifangzhengfuzhudao，saishiyunyingdanweitoubiaochengban，houzhecongzhonghuoquyidingbilidefuwufei。danyouyeneirenshizhichu，duiyudaxingsaishilaishuo，zhubanfangdetouzi（jidifangzhengfuzhaobiaocaigoujine）suiweizhongyaodeshourulaiyuan，danwangwangwufafugaibansaichengben。

chenguoqiangbiaoshi，“congzanzhu，baoming，zhengfutourulaijiang，henduosaishikenengganggangfugaizhichu，bingbuzhengqian。bushaoxibuchengshimalasongyingliyaligengda。”

duiyujishishikuisunyeyaojianchibansaideqingkuang，chenguoqiangzhichu，malasongsaishihaiyouladongxiaofei、chuanbochengshiwenhuadejiazhi。shujuxianshi，2024nianwuximalasongqiaodonglecanyin、zhusu、jiaotong、lvyoudeng2.8yiyuanjingjixiaoyi。genjuchenguoqiangdeyanjiu，difangzhengfuhuiduixindemalasongsaishi“tuodi”3niandao5nian，“danzheibingfeizhangjiuzhiji，malasongsaishizhongguiyaozhaodaoshichanghuashengcunzhilu”。

danzhideyitideshi，duomingsaishichengbanfangxiangguanrenshiduishidaicaijingbiaoshi，bufendifangzhengfuduixiangguansaishidetouruzaijianshao。

shidaicaijingchaxundao，2023nianhe2024nian，guiyangshitiyujuduiguiyangmalasongxiangmudecaigoujinecong763.80wanyuanjiangzhi598.00wanyuan。2023nianhe2024nian，youshenzhenshinanshanquwenhuaguangdianlvyoutiyujuzhubandeshenzhennanshanbanchengmalasong，saishiguimocong16000renkuorongzhi20000ren，danshicaigoujinequechiping，wei495wanyuan。

jinnianyoubufendifangzhengfucaigoudemalasongxiangmuluxuchuxian“0yuan”zhongbiaodexianxiang，zheiyeyiweizhegongyingshangyaowanquanyituozizhushichanghualaifugaibansaichengben，zheiduisaishiyunyinggongsidechengbenguankongheziyuanzhenghedengnengliyoujigaodeyaoqiu。suizhemalasongsaishideyingliyalijinyibuzengda，shourujiegoushangzegengjiayilaiyubaomingfeiheshangwuzanzhuliangdabankuai。

yuanbenfeilongjingshoudeyixiexiaoguimosaishi，90%deshourudoulaiyuanyuzhengfucaigou，“yiqian20wanyuandesaishi，xianzaitongyangguigecaigoujiazhiyoujiwankuaiqianle。”

ersaishishangyezanzhudeqingkuangyebingbulixiang，shichangliangjifenhuayanzhong。jinnian10yue，beijingmalasongxiehuihuizhangzhaofumingjiucengduimeititoulu，beijingmalasongsaideguanmingzanzhufeiyongdadao2000wanyuanyishang，danyouxiexiaobisaigenbenzhaobudaozanzhushang，huozhemeiyouxianjin，zhiyouziyuanzhihuan。

feilongduishidaicaijingshuo，“yiqianfangdichan、yinxing、kuaixiao、yiyaoxingyedoushimalasongzanzhudatou，xianzaifangdichan、yinxing、yaoyedouhenshaocanyu，xinnengyuan、kuaixiaopinpaidezanzhujineyezaijianshao。”

chenguoqiangjinyibujieshi，zheiyushichanghuanjingyouguan。lingyifangmian，shimalasongsaishishuliangzengzhang，shangyezanzhuxuqiudafuzengjia，danshizanzhushangshuliangheyusuanchixiangduiwending，shenzhiyouyidingweisuo，daozhiyeneiziyuanjingzhengjiaju。

“中产广场舞”也看性价比，运营公司开始转型

bansuizhesaishishuliangdechixuzengzhang，malasongsaishideshichanghuafengbaoyeyuyanyulie。duiyuzizhu“zaoxue”nenglijiaochademalasongsaishiipheyunyingshanglaishuo，shengcunkongjianyuelaiyuexiao。

中国田径协会披露，2023年全国路跑赛事（不包含越野和山地项目）为699场，参赛规模为605.19万人次。其中，认证赛事总参saiguimowei418.42wanrenci。lingjushijietianjingxiehuitongji，2024nianquanqiu294changbiaopaisaishizhong，zhongguojiuyou70chang，shuliangjuquanqiushouwei。

saishiduodao“8tiaotuidoupaobuguolai”，200yuan/rendebaomingfeidaodizhibuzhi？wulunshipaoquanog（yuanlao），haishirukengmengxin，paoyoumendexinzhongdouziyouyigancheng。dandaduoshupaozherenwei，xiangbibaomingfei180yuan/rendea1leisaishi，200yuan/rendecleisaijiumingxianbutaihuasuan。cengbeiyuwei“zhongchanguangchangwu”demalasong，yebeilarulexingjiadeduibizhong。

anranhuicongjiaotongzhiyin、buji、yiliaodengsaishifuwu，saishidengji，yijifujiafuwulaipingpanbaomingfeidexingjiabi。“jibenfuwudoubudaoweidexiaosaishi，mianfeiyebuzhidepao。”

zaijinnianwanchengnanjingmalasonghou，xiaolongduibaomingfei200yuan/rendesaishiyoulegengjuxiangdeqidai，“shouxianshiluxianguihua，chulezhongshanfengjingqu，nanjingshineizhonghuamen、dabaoensi、fuzimiao……jingzhimeibushengshou；qicishiwanshantiexindefuwu，saiqiansaihoumijideduanxin‘hongzha’，zhiyuanzhedereqingjiedai；haiyouneiqianyoupiao《yunjin》dewansaijiangpai。”

tashuo，“zhiyaozaiyusuanfanweinei，malasongsaishideguochengtiyanyongyuanpaizaidiyiwei。yidanfaxianbaomingfeiyusaishifuwubupipeijiuhuifangqi，bijingxianzaimalasongbisaihenduo。”

feilongmingxianganjuedao，saishiyunyingxingyemataixiaoyingzhubuxianxian。zaisaishijingbiaodeguochengzhong，laiziyixianchengshidechengshusaishiyunyinggongsikuadiyujingbiao，yezhanxianchugengdachengbenyoushi。

yinci，bufen“zaoxuenengli”qianjiadesaishiyunyinggongsikaishilingmouchulu。

feilongbiaoshi，yiwangyichangmalasongsaishiyunyingxialai，gongsihaikeyinadao30%demaoli，danjinyinianxuduosaishihesuanxialai，yijinghennandadaozheigeshuiping。tayekaishizhubusuojianmalasongsaishiyewu，jinjunyaoqiganlanqiu、pikeqiudengxinxingyundongsaishisaidao。

chenguoqiangrenwei，malasongsaishiipyaoxiangzhangjiudefazhan，jiuyaozuochuchayihua，jiehechengshitezheng，jiangwentilvheshangzhanshendujiehe。tayuce，suizhemalasongsaishishichanghuariyichengshu，saishishuliangquyuwending，shenzhibupaichuyixiesaishitingban。“fengchaoguohouquyupingjing。”