Businesses race to keep up with long-range runners

"A marathon can boost a city's image and increase its long-term marketing value. It also benefits its tourism sector and the branding of the city, as the race helps the city showcase its culture and spirit," said Song Hongfei, general manager of Wisdom Events at Wisdom Holdings Group.

Lanzhou, capital of Gansu province, saw a sharp increase in tourists following its marathon race last year.

"The Lanzhou Marathon boosted the local tourism sector, as well as the tourism sector in Gansu and western China as a whole," Song said.

More young people have joined these events in recent years.

"Young people care a lot about athletic wear, and a marathon is a stylish sport," he said.

Xtep International Holdings Ltd, a Chinese sportswear retailer that has sponsored many marathons, has seen a surge in sales of its running-related products.

"Running gear and accessories are our core products, and we plan to increase investment in the category, particularly in running shoes, to meet rising demand," said Guo Yizhe, brand director of Xtep.

The sports apparel and footwear seller transformed its retail model from fashion sportswear to professional sportswear and sought to lure customers by sports marketing.

It solicits in-depth feedback from runners on its products to support its research and development of new products to generate new growth.

Energy drink brand Pocari Sweat has seen sales of its drinks rise to the top of the ranking in the sports and fitness category.

Energy drinks contain salt, electrolytes and other elements that the human body needs.

"We chose to sponsor some influential marathons, and the drink became popular among runners. An electrolyte drink helps runners remain hydrated and regulates the water distribution in their bodies," said Liang Yixing, sales director at Otsuka (China) Investment Co Ltd, which operates under Pocari Sweat.