Dive Summary:

• American icon Zippo plans to roll out a new line of merchandise in China, but instead of lighters the company plans to market its clothing apparel and accessories.
• The company expects high growth potential for the retail storefronts in China, its largest international market outside the United States.
• With the product line aimed at young men between 21-35, Zippo is utilizing Chinese social media efforts to market the storefronts. The company says second and third tier cities will be a priority for establishing stores in hopes of continued expansion into the Chinese market.
   

From the article:

"Back to 2010, we thought we could do about $10 million in lighter sales in China in 2012, but our sales went way past that. The market this year will be way past our original projection. Top and second-tier cities so far have consumed most of our lighters," Tyler said. ...