Quality trumps quantity as runners' race choices become more discerning

On a chilly Sunday morning in Xiamen, stirring music blares from loudspeakers as over 35,000 people limber up for one of the nation's ever-popular marathon race.

As the first 'gold label' event on the 2019 calendar of athletics' world governing body the IAAF, the Jan 6 Xiamen Marathon was testament to the growing demand for high-profile, high-quality races in China.

Li Jingyi was among the hordes to cross the finish line to complete her first full marathon. The 30-year-old Xiamen local is typical of the middle-income fitness enthusiasts fueling the long-distance running boom here.

According to the Chinese Athletics Association (CAA), there were just 22 long-distance running events held nationwide in 2011. By 2017, that number had soared to 1,102.

However, the uptrend is slowing, with 1,300 marathon and road-race events held last year.

Shui Tao, director of the CAA's marathon branch, said it is natural that, just like China's economy, there is a cooling-off period.

"Last year was the tipping point of China's marathon development, which is switching from a high-speed boom toward a trajectory of viable and quality development," said Wang Nan, vice-president of the CAA.

Meanwhile, the association has vowed to increase efforts to keep races clean after a spate of cheating cases recently made headlines.

The clampdown is part of the maturation of the industry, which is looking to transition from rapid to high-quality growth.

The Xiamen Marathon accommodated a field of 77,000 runners at its peak, but only offered 35,000 spots this year in a bid to focus on "better services" for participants.

Private enterprises have flooded the sector because it is seen as a driver of local tourism. However, not all events make money.

"The industry will go through a reshuffle as the fever subsides," said Tao Tingting, president of event organizer Chang'ao Sports.

Companies like Tao's are increasingly devising clever and innovative ways to sell their races.

For example, Tao also owns an e-sports team and has managed to attract thousands of youngsters to marathons by inviting top gamers along for meet-and-greets with fans.

The Chongqing Marathon, another IAAF gold label race, offers 100 hotpot dinners to 1,000 racers selected via a draw, earning it the nickname "the hotpot marathon".

Organizers are also embracing technological innovations to improve the race-day experience.

Ding Duo, an investor in sports and health, said the imminent era of 5G could be a game-changer in how events are organized and operated.

Alisports, the sports arm of internet giant Alibaba, rolled out a "digital marathon" using its big data capabilities.

Yang Yong, general manager of Alisports' race division, said that facial-recognition technology caught 11 runners cheating during last year's Hangzhou Marathon.

"We are also encouraging runners to get more involved in the event and the city," Yang said.

"For example, by playing a game that combined online and offline scenarios, racers received a virtual gift box of coupons at each tourist spot they visited."