Text / Yin Hang
Editor / Huang Mengting
For runners, the Xiamen Marathon is the top priority at the beginning of the year, with the highest level of runners and the most creative runners, making the Xiamen Marathon track full of attractions every year.
The topic of Xiamen Horse that has just ended continues, and the hot searches related to the circle are still dominating the major platforms: Patrick Star, Nezha, and Spider-Man are also running horses...... From classic characters to Pupu girls with Fujian characteristics, all kinds of horse racing styles are fun and interesting, and the strength of the players should not be underestimated.
Source: Xiaohongshu @Chief book
Xiaohongshu users who participated in Xiamen Horse revealed that these players broke three each, but "the skin of the full-level god is a little strange". As the exclusive and in-depth partner of the 2024 Xiamen Marathon, Xiaohongshu has upgraded the Xiamen Marathon runner service this time, and runners are also sharing their experience on Xiaohongshu.
The marathon that knows young people best is coming!
At 7:30 a.m. on January 7, the 2024 Xiamen Marathon officially started, and 30,000 runners poured into the track as the starting gun sounded. Xiamen Marathon has the "most beautiful marathon track", with palm trees on both sides of the road, and the coastal round-the-island track is a unique beauty.
2024 Xiamen Marathon route map
At the same time, this year's Xiamen horse runners also achieved outstanding results - Ethiopia's Kaibibei won the championship with a time of 2 hours 06 minutes and 46 seconds, China's Dong Guojian finished the race with a time of 2 hours, 10 minutes and 38 seconds, setting a new best result in Xiamen and Malaysia's domestic competitions, and Zhang Deshun also won the Chinese women's championship with a time of 2 hours, 26 minutes and 53 seconds.
However, compared with the 30,000 runners who were able to get on the race, the number of more than 100,000 runners who signed up but did not win the lottery was even larger, and the winning rate of this year's Xiamen Marathon was only 5%, which can be said to be "the norm for Xiamen Marathon people to not win the lottery".
Back on January 2, on this day, star Chen Yihan posted a note on Xiaohongshu "Am I some unlucky child?" and accompanied by a screenshot of a text message that Xiamen Ma did not win the lottery. Chen Yihan is a well-known marathon enthusiast in the entertainment industry, and the news that she failed to win the lottery made everyone breathe a sigh of relief: "It turns out that celebrities can't win the lottery like me."
However, it was precisely the miss of Chen Yihan and Xiama that allowed the 30,000 runners to have an unexpected and wonderful experience - the runners probably would not have imagined that they would one day be able to chase stars on the track.
Before the race, some participating users posted notes saying that they met the star Chen Yihan when receiving the Xiamen horse equipment, and she couldn't give up her enthusiasm for participating in the marathon after all, and chose to distribute equipment to the runners as a staff member. Although he was unable to compete with the Xiamen runners, Chen Yihan still realized his wish to set foot on the Xiamen track through a warm-up run.
On the day of the race on January 7, Chen Yihan wore a bright yellow jacket and a Fuwa headband, and quietly blended into the crowd of support from the God of Wealth on both sides of the track. Sharp-eyed runners recognized her and excitedly ran up to high-five and take a group photo, and Chen Yihan also responded one by one, waving the support stick in his hand to cheer for the runners.
For a while, the match scene with Chen Yihan became a hot topic on social platforms, and the support combination of God of Wealth + celebrities stepped on the two cool points of young people, and #跑猛了看见财神爷在给我加油 also made it all the way to the hot search list.
In addition to the celebrity lineup, there are also photographers at the side of the track to capture the moment of the race for the runners at any time. For high-level runners with the strength to break three, there is also a photo spot at the finish line, where runners can record their moment of breaking three and earn a sense of honor for finishing the race.
Swipe to see more runners' race moments
Swipe to see more breaking moments
Source: Xiaohongshu @法兰奇
Before the Xiamen Marathon, at the marathon expo held in Xiamen, the Xiaohongshu booth had already heated up the atmosphere of the race, and it was unveiled with a super grand medal device. For marathon runners, the opponent of each race is only themselves, and refreshing the PB means achieving self-transcendence. Runners can adjust the time in the center of the medal to their ideal PB and use this as the goal and motivation. In the exhibition hall of the Horse Expo, this giant medal is always crowded in front of runners who come to check in, and while taking pictures, it can also add a sense of ritual and good luck to the upcoming race.
On the occasion of New Year's Eve, Xiaohongshu also launched offline resources and launched a Xiamen New Year check-in route with 25 stores, where users can check in and receive a "New Year's Running Gift". As soon as the New Year's run was launched, 1,706 runners joined in the sharing of the check-in route.
Such meticulous pre-race warm-up and event service are in line with the Shanghai Marathon. Just two months ago, Xiaohongshu also appeared as a partner, and in the process of serving the Shanghai Marathon, it has accumulated more and more mellow experience in event services. So far, Xiaohongshu has achieved full coverage of the two domestic marathon platinum label events.
At a time when the Internet is increasing the number of national sports, why can Xiaohongshu become the platform that knows the best about horse racing?
From pre-game to post-game,
"Brushing the Little Red Book" has become a new tacit understanding for horse runners
If you want to understand horse runners, you need to understand what horse runners need.
Before the race, the marathoners have to enter a months-long preparation period. Taking this Xiamen Marathon as an example, the race is held in winter, and runners need to train in sub-zero temperatures. On Xiaohongshu, some users posted their own winter training sharing notes, the content is as detailed as the seven-day running volume arrangement every week, which is more valuable for reference.
Source: Xiaohongshu @杨包包包包zi
Source: Xiaohongshu @杨包包包包zi
Source: Xiaohongshu @马拉松冠军焦安静
Source: Xiaohongshu @S_ Wangye
Users share their daily preparations for the competition
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As an extreme sport, the threshold for marathon is not low, and professional training guidance is also needed to avoid sports injuries and improve performance. The high-quality runners on Xiaohongshu will link up with athletes to share professional content, solve the practical problems encountered by runners in the marathon, and truly achieve hands-on teaching and sharing horse running dry goods through videos.
Source: Xiaohongshu @爱跑步的李老师
Source: Xiaohongshu @阿娇教练
Source: Xiaohongshu @金春萍
Runners share their running tips
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The large-scale marathon event has attracted a lot of attention, and those users who have become official runners and volunteers have spontaneously shared their work records on Xiaohongshu, which has also received high exposure. A video about "College Student Marathon Eating Running Water Seats" has 220,000 likes.
Even the "Marathon Course Photo Tips" have become a concern for runners. Xiaohongshu users have posted their most satisfying track photos, and analyzed for runners how to become the focus of the photographer's lens and take their own "life photos".
Source: Xiaohongshu @Esther grapefruit sauce
Source: Xiaohongshu @董奕杭_
图源：小红书 @蜜丝刘tina
Runners share photos of their racetracks
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This content is not only about the horse itself, but also extends to all aspects of running. Behind the content, there are sincere sharing by real users, which makes the notes about the marathon on Xiaohongshu detailed, comprehensive, and practical.
Originally, the marathon was born to commemorate the soldiers who finally fell from exhaustion when they ran to report the news, and the process of running was full of loneliness. Today, driven by social platforms, the marathon has gathered millions of enthusiasts, and through sharing and interaction, the marathon has turned the sport into a happy, young and social "new urban sport".
The data shows that the search for the Xiaohongshu marathon has increased by 90%, with 300,000+ registration notes and 100,000+ post-race prize notes.
With the addition of horse racing enthusiasts, the content pool of Xiaohongshu Marathon has been further expanded, and every user on the platform is both a receiver and a content sharer, and the dissemination and acquisition of new users are endless.
Encouraging each other and persevering together has become an interactive way for Xiaohongshu users
Source: Xiaohongshu @这里是1124酱
On Xiaohongshu, a young and lively community of marathon runners has been built, which is inseparable from Xiaohongshu's active investment in marathon events. The most direct way to develop a sport is to find as many people as possible who love it.
In 2023, Xiaohongshu's "Running is a Marathon" will cover 20 marathon events offline, directly reaching 500,000 marathon runners. Before the competition, Xiaohongshu also provided 1,000 winning signatures for platform runners through the National Organizing Committee, and distributed hard-to-find horse racing tickets to users.
In addition to serious runners who pursue PB, there are also some runners who are casual players who aim for CityRun. In response to the latter, Xiaohongshu has enhanced the social and cultural attributes of road running through the "Urban Jogging Program", bringing running closer to trendy sports and attracting more users to run.
The two-pronged approach makes Xiaohongshu have the precipitation of running genes. The platform understands users, and users and users resonate with each other to go to the same track.
The horse runners are all in Xiaohongshu
In Xiaohongshu's runner community, there are many mysterious high-level runners, who share their experience of successfully breaking the third and answer questions for runners in the comment area, and many users share their experience of being "closed" when they run a horse.
I can't see condescending comments, and the comment area is all sincere comfort and encouragement. Runners know that no matter how good or bad the results are, every runner can feel safe to share their true feelings, and this friendly and interactive atmosphere also fills the Xiaohongshu runner community with warmth and sincerity.
For example, in the Olympic Games, only the marathon event is held at the closing ceremony, which is a sport with a long history and a long course, and deserves to be honored and ceremonious—not only for those who can stand on the podium, but also for every runner who finishes the race.
In addition to finishing the race safely, runners also need a reward for completing the course.
At the end of 2023, many users posted the "Runner of the Year Certification" medals issued by Xiaohongshu to runners. The medal is made of magnetic metal and is equipped with number and letter accessories, so runners can combine the numbers and let the medal record their personal PB or annual total run. By giving visible and tangible encouragement to users' running achievements, it effectively motivates runners to continue running in the new year.
Users who receive the medals will also post notes on assembling the medals and take the opportunity to review their annual running journey. This positive feedback has also attracted more platform users to pay attention to the marathon and join the runner group.
Source: Xiaohongshu @PorscheCamperVic
Source: Xiaohongshu @小雨点的大力水手
Source: Xiaohongshu @lailai
图源：小红书 @FNR Friday Night Runners
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Whatever young people love, this community of runners will also closely follow the new trends. Recently, Xiaohongshu launched the "Runner Personality Test", which uses multiple choice questions such as "Where do you want to go for the first run in 2024?" and "What kind of running superpower do you want to have?" to measure a customized "running grid" for users.
In addition to showing their personality, horse racing enthusiasts can also get to know users of the same frequency by sharing running patterns. In 2023, "Are you E or I?" has become the opening line of greetings, but the important thing may not be E or I, but that friends of the same frequency can find each other through the test and form sports partners, which will also improve the sense of connection between users in the horse racing community.
In the process of the national marathon heating up, Xiaohongshu has always stood with the top marathon events in China, creating a platform for users to share and communicate with high-frequency exposure. In Xiaohongshu's more senior and traditional online areas, high-quality horse racing content covers all aspects of the race before, during and after the race, and the runner community is gradually expanding in the process of sharing and interaction. Runners have become accustomed to using Xiaohongshu to record their starting moments.
In 2024, the marathon fever and even running will continue to heat up, and the runner community on Xiaohongshu will continue to rejuvenate.
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After the 2023 Xiamen Marathon, Xiaohongshu users shared a video of the competitors staggering to the finish line. In the comment section of this note, some users commented, "I don't know why I ran to this point, but I respect it", which is exactly the happiness and emotion that the marathon brings us.
The runners on the Xiama Track who refused to give up the race and the fun started the 2024 race a wonderful start, and the runners on the Xiaohongshu platform also conveyed their dedication and love for the sport through active sharing.
Sport because of love, share because of sports, and be recognized for sharing.
And this, is not a kind of dopamine brought by exercise.