English Country Estate Taps Chinese Consumers’ Fascination with British Heritage

on February 13 2015 | in Travel | by | with No Comments

Goodwood Estate

An eminent English estate is drawing Chinese visitors with an interest in British culture.

Goodwood Estate dates back to the seventeenth century. Spanning almost 5,000 hectares, Goodwood has become one of the foremost sporting venues in the world, and features an aerodrome and flying school, two 18-hole golf courses, and two major annual motor-racing events: the Goodwood Festival of Speeed (held in July) and the Revival (held in September). Rolls-Royce is headquartered on the property, and the world-class cars are also manufactured there.

The estate receives around 750,000 visitors annually, 500,000 of them to attend events, and generates around 70 million pounds ($106 million) of revenue each year.

Much of the estate’s commercial success can be attributed to Charles Gordon-Lennox, Earl of March and Kinrara.

British estate

“I’ve been keen to develop the brand,” Lord March said in an interview with Ecns.cn. “I’m interested in the market, I’m interested in telling the story, presenting the history. I want people to have an exciting experience.”

Part of sharing that experience is Chinese outreach. The estate has already becoming a popular weekend holiday and sporting venue for Chinese residents of Britain, and has also become a hot spot for tourists from China. Goodwood also keeps up with Chinese sporting events and invites guests from sporting companies in China to visit the estate.

Global expansion is one of Lord March’s goals for the Goodwood brand, and he sees the United States and China as key markets. Chinese consumers’ fascination with British history is a large draw, but constant innovation will be needed to appease a global market.

“The challenge is what do we need to do creatively and strategically to sell the brand around the world,” Lord March says. “We want to carry on for another 300 years, and we want to do things that enhance the brand.”



image credit: goodwood estate

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