Increase Brand Value Zippo Cross Sell Men's Clothing

Recently, it is reported that the brand Zippo, famous for its production of windproof metal lighters, is launching a series of men's clothing and accessories with American style. It is reported that it plans to open 5 flagship stores in China at the end of the year, and by the end of 2015, there will be 50 stores in the first tier and second tier cities in China.

In the industry view, for franchisees, with the help of Zippo's previous channel penetration, it has certain advantages in operation. Zippo can also be interpreted as selling brand value, importing men's product line, and consolidating its market position in China.

　　 China is the first battleground for authorized agents.

Zippo China's official micro-blog shows that its first clothing store opened in Qingdao in October 3, 2012. The store is located in Wanda Department Store in Qingdao, and is the first clothing store in the world outside Zippo. Zippo apparel product line has entered China in an all-round way. At that time, George Duke, chairman and chairman of Zippo company, said that Zippo formally launched the clothing products in the world, and China will be the first stop of this journey.

Informed sources revealed that Zippo menswear is an extension of its brand designed by its US headquarters to create Zippo life. In the follow-up development, men's clothing will be the top priority besides lighters.

However, after contacting with a company called "true self sports", the reporter was informed that it was the sole agent of Zippo menswear mainland China market and responsible for the channel development and operation management of the brand in China. According to a staff member of the company, the Zippo store in Qingdao was opened by franchisees last year, not Zippo direct battalion. The reporter asked whether it was the authorized agent of Zippo in China, and the other side replied, "it can be said that we are responsible for the expansion in China."

The staff also said that the previous shop plan has changed temporarily. "We have other brands besides Zippo, instead of focusing on Zippo." He also said that the company paid a certain fee to Zippo brand to get the agent, and the two sides were only cooperative.

　 Brand value

International brands have always been very active in cross-border activities. Nowadays, almost all famous brands have extended their tentacles beyond their original fields, but not the brands themselves. Because of its focus on its own field, the development of specialized teams to do other products, the cost is also greater.

Ye Qizheng, editor in chief of the tide net, told reporters that such authorization is very possible. In the United States, there is a lot of similar authorization among famous brands. He said that Zippo could also be interpreted as a set of brand value. "The maximization of brand value is understandable."

Earlier, BMW's first BMW Lifestyle series, which was co operated with the well-known clothing brand, was officially unveiled, including fashion and accessories, and this series officially entered the Chinese market in 2002. At present, there are nearly 300 authorized BMW dealers and 50 retail outlets nationwide.

In this regard, there is a point of view, for branding providers, the fees can be charged by authorization, this way almost no cost. Ye Qizheng said that this is not the case. After the product line is added, the brand itself will carry out more promotion and need more input.

In the eyes of the industry, China is one of the most important markets for Zippo in the world, and the distribution channel of Zippo has penetrated many provincial cities in China. This has increased the convenience of the brand's Clothing promotion. And the introduction of male clothing and accessories product lines will further consolidate Zippo's success in the Chinese market.

Chen Changsong, an analyst with the business Textile Division, said that because Zippo has a consumer group of lighters, it is advisable to locate men's clothing under its clothing. However, the fierce competition in the domestic clothing market is an indisputable fact. Such an outside brand enters the Chinese clothing market to divide up the food, which emphasizes the consumption ability of the Chinese market. "China is the world's top consumer of luxury goods, which has been a great encouragement to the outside world."

The sale of a brand that focuses on lighters for consumers seems questionable. Judging from the changes in the planning of its agents, it seems that the affiliate program is not going well. However, Ye Qizheng pointed out that compared with some unknown brands, the name of Zippo still has its advantages.