Zippo: Not Just Lighters.

　　 They sell clothes and perfume for lighters. Zippo The record of "criminal record" is almost half history.

Born in Bradford, Pennsylvania (Bradford), Zippo is home to the Zippo brand development and management worldwide. His responsibilities include all Zippo advertising, marketing, product management, sales and consumer services, as well as product and retail development.

For a whole nation Perceived Brand Quality 98%, the cumulative production of more than 500 million pieces, but in the world there is only one factory, 3 exclusive agent importer's brand to run, to make themselves into the flying trapeze is very necessary, too, is well done. Nevertheless, his trip in China is still not frequent.

"China has become the world's second largest market for Zippo, not long ago, or third. This is just the same as China's promotion of the world's second largest economy over Japan, and there is no reason why it should not be taken seriously. "We have 20% international marketing budgets in China every year. It is clean, modern, developed, and is developing rapidly. It's better than New York. " He had a hazy smile on his face. The third party data show that in the past few years, Zippo's brand recognition in China has exceeded 50%.

But at the same time, in China, it is very low to find a Zippo counter with a large variety of goods and not to worry about the collection level items, either too old or too few, or shopping for "non ethnic groups" without being disciplined or selling things that have nothing to do with Zippo.

In front of the wall, there is a silver bottle with Zippo like perfume. That is the experimental product of the wood fragrance tune introduced in Italy and Germany last Christmas. At present, there is only one. When he finds the right dealer, it can be seen in the Asian market. Next to it is a box of Zippo poker and a Zippo signature pen, which is easy to judge from the appearance. The unknown object on the other side is also a large size lighter, but the corners are round and oval, but I can not guess at all. David made a demonstration at the scene: opening the lid, dripping a few drops of Zippo oil in the fire hose on the inside, igniting with a lighter (no flame), and then setting the lid - a Zippo warm hand stove that is suitable for playing in winter and playing with character personalities, is thirsty for 12 hours.

This product Zippo has been trial manufactured for four or five years, now it is the latest look, with silver and black two versions, and Zippo lighter can print or engrave different patterns and logo. David obviously liked them very much. "This will be as famous as our lighters in the future." He also said he plans to go back and add a pink version, echoing the global trend of pink and Asian, especially the feminine aesthetic.

I am not pink control, but in Asia, such as the market place of origin, the pink is always the universal knocking. Zippo is not a precedent for Asia, but the sportswear series started from 5 years ago.

The world's first Flagship store

Next, the biggest move in Zippo marketing is to prepare for the launch of Zippo's flagship store in Beijing at the end of next year. Attribution to Zippo company's direct management rather than distributors is an innovation of Zippo's existing distribution mode (set up in more than 160 countries as country importers, from suppliers to two level distributors or directly to retailers). In the prosperous business circle, the independent store with Zippo style is designed to display the entire line of products and set up a brand image, rather than just accepting the order with simple reception facade, which is consistent with Chinese consumption habits. Werfel said that there were two blue cigarette butane lighter, cigar lighter lighter cigars for special occasions (such as weddings), which were not commonly seen in the Chinese market, including watches, perfume, signature pens, handwarmers, clothing accessories, leather bags, wine bottles, poker, outdoor camping tools and so on. In short, you can find everything about Zippo, a "Zippo style" lifestyle that is American flavour.

After opening the flagship store, does it mean that Zippo will continue to open different sizes of franchised stores and slowly control its marketing leadership and unified management in the Chinese market? David denied that he said that this is just to help dealers establish confidence and mobilize them to act as sole agent Zippo, that is, they set up exclusive stores, and supplies and management are still carried out by the New Frontiers limited, a national importer who has worked for 15 years in Hongkong. However, in order to facilitate communication with dealers in mainland China, New Frontiers Limited has set up an office in Guangzhou 4 months ago. In two months, Zippo will also set up an office in Beijing and set up a country manager to coordinate and co-ordinate its efforts in the Chinese market.

It has always been a cross-border route.

Since May, Zippo has hosted 6 hot rock night parties on the Zippo hot list in Beijing's Live House. In turn, Nao Zhuo, SUBS, AV Okubo, face and so on are invited to take the lead in many different styles. At the same time, the latest Zippo dress and rock element limited edition lighters are displayed at the scene. David said that this form of activity is often carried out in the United States and is the first attempt in China. The purpose is to let the Chinese Elite enjoy the rock music factor accumulated in the Zippo brand while enjoying the charm of rock music.

The sale of clothes and perfume for lighters is also a concert. Zippo's "criminal record" is almost half of history. However, the promise of the founder of Blaisdell in 1933 when the first Zippo lighters came out, "either it has no malfunction, or we have unconditionally repaired it (It works or we fix it free)", has continued to this day. In the Zippo visitor center opened in 1997, there is a famous Zippo repair clinic where people can watch all the repair processes of Zippo lighters.

In addition to running a non-profit lighter repair business, Zippo is also an advertising agency, a design company, a performance broker, a cutting tool manufacturer and even a car manufacturer. In the mid 30s of last century, Kendall Oil Refinery Co in Bradford ordered 500 Zippo lighters. This is the first time that Zippo has produced a customized lighter for corporate advertisers. It has a high collection value. Today, many companies still regard Zippo lighters as an advertising channel. Zippo "advertiser" lighters, such as the famous Harley Davidson series, camels and Marlboro tobacco series, are the minds of collectors.

If Chinese manufacturers want to spin off Zippo products, David's response is: "Zippo is a family business with strong American symbolism." made in America "has become a part of its brand connotation. If it is produced in other countries of the world, it will inevitably lose some of its personality and character. Zippo's current president and CEO George W. Booth, also known as the grandson of George G. Blaisdell, will never be far from home, and his two sons have no intention of leaving. So I think the core product of Zippo, the windbreak lighter, will only be made in Bradford in my lifetime. "

It can be seen that if there is any similarity, all will be counterfeited.

However, the derivative products outside lighters can be made, but the manufacturing needs to be excellent. The wrist watch movement of Zippo is made in Japan, and the inner part of the warmer is from Taiwan. Perfume is produced in Italy.