England's Goodwood Estate has a good story to tell China
By Cecily Liu (China Daily) Updated: 2015-02-09 07:44
 |
|
The Goodwood Estate is recognized as the venue for England's foremost heritage sporting events. [Photo provided to China Daily] |
A Chinese love for British history and traditions is attraction of English estate
The Goodwood Estate has long been recognized as the venue for some of England's foremost heritage sporting events, but as the estate seeks to expand internationally, China is recognized as a key country of its marketing focus.
Increasingly Chinese tourists are visiting the estate to gain an authentic British experience and Chinese residents in Britain are seeing the estate as a relaxing venue for a weekend stay or sporting activities.
However, beyond the revenue generated from Chinese visitors, the bigger strategy is to establish a good name for Goodwood in China so a sustainable business model can be supported by continuous revenue from branded products or even branded overseas events.
"We need to constantly find new and innovative ways of making sure the estate remains profitable and therefore sustainable," says Charles Gordon-Lennox, 59, Earl of March and Kinrara, who took over the running of Goodwood Estate, which covers nearly 5,000 hectares, from his father at the age of 40.
Since then, Lord March has restored the estate's historic motor-racing circuit and established the Goodwood Festival of Speed, held each July, and the Revival, held each September. They are now the world's foremost historic motorsport events.
The estate also has two 18-hole golf courses, the Goodwood aerodrome and flying school, a 91-bedroom hotel and a 1,500 hectare organic farm. The headquarters of Rolls-Royce Motor Cars is also on the estate, and all Rolls-Royce cars are made there.
About 750,000 people visit the estate each year, 500,000 of them coming for events.
- Chinese container vessel arrives in Myanmar
- China warns of challenges for global economy in 2015
- Porsche to recall 14,571 cars in China
- Chinese companies take leading role in building airports in Africa
- John Naisbitt says China is 'The game-changer'
- Electric car share project to shake up tradtional market
- Infiniti lays foundations for ambitious local plans
- Daimler AG to strengthen R&D in China
