Sports consumption a big winner

Marathons have become a lifestyle choice for many in China, with the market value of the industry exceeding 100 billion yuan ($15.1 billion) as 800 marathons are expected to be held across the nation by 2020, a report said.

More than a quarter of consumers searching for or buying marathon equipment on e-commerce site JD came from Guangdong and Beijing, a report issued by 21st Century Economic Institute, 21st Century Media Group and e-commerce trader JD.com Inc showed.

Chinese runners are no longer satisfied with participating in marathon races at home, and attending marathon races overseas has become a new choice.