New Face in Times Square, Miniature of China’s New Economic Form

New Face in Times Square, Miniature of China’s New Economic Form

With millions of followers, the Chinese brand now focuses on New York

Recently, the annual advertising slogan of DZAT, a Chinese audio brand, has been displayed on the huge screen of Times Square, New York, which has attracted local American pedestrians and tourists with few words. It is not the first time for Chinese elements to be displayed on the huge screen of Times Square. However, it is the voice from China’s original audio brand: One day, you will find that you are not “alone” for choosing DZAT.

Such a unique advertising slogan triggered the author’s curiosity. Through Internet, the author finds out that “faith” is the core culture of the young brand after referring to the official website and other information materials of the brand. As for its definition of faith, it is highly concluded by the four words, “humanism (Ren), style (Ge), ultimate appearance (Xing), precise structure (Xin)” and it is also exhibited in the enterprise’s brand culture and product casing concept in detail, which presents the special Chinese philosophical thoughts.

“Humanism” here refers to the great importance that is attached by the brand to user values: to accord with human’s requirement and use habits and to think at the standpoint of users. With keen interest, the author consulted some friends in the industry in China and realized that, as an excellent original brand in the audio industry, DZAT pays extensive attention to user experience. From product structure design depending on ergonomics to detailed selection of wires that can be easily ignored, DZAT strictly adheres to the user-oriented principle. Meanwhile, DZAT realizes the faith requirement of precise structure (Xin), that is, being attentive in both places that can be seen or cannot be seen.

As for the explanation of style (Ge), DZAT offers the following answer: refining the characteristics and styles of the brand and products, which is believed by the author to be important cause for the brand to obtain the attention of a great number of young Asian consumers. Either the fashionable and creative appearance design of products or the brand image that DZAT presents to the public has attracted a large number of followers on account of its unique and high-quality aesthetic taste.

The realization also depends on DZAT’s adherence to originality. The enterprise takes originality as the base line, which requires the brand to isolate from external factors and to wholeheartedly devote itself to products with craftsmanship. Throughout all the DZAT products, none of them fails to integrate the brand’s profound understanding of audio products or accurately captures the fashion.

From the perspective of brand, adherence to faith represents the self-restraint of the enterprise; from the perspective of products, it refers to the principle of producing products. Meanwhile, through further contact, it is found that faith has penetrated deep inside the brand, DZAT, and serves as its DNA.

As for brands adhering to originality like DZAT, faced with international stage, there are multiple huge challenges to be overcome: they face the huge amount of research and development costs. During the process, they not only have to solve successive technical difficulties but also have to obtain the cognition and acceptance of more consumers in the rapidly-updated market environment faced with market squeeze by industrial giants. However, challenge also means opportunity. Currently, the entire Chinese economy is developing from extensive manufacturing industry to branding and the cognition degree of consumers on original brands is continuously improving. On the road of adherence to originality, DZAT will be understood and accepted by more people with the persistent brand concept, quite facilitating its advancing towards international stage.

We find that the new products which launched at Global Sources Electronics fair hold in HongKong a few days ago has received a lot of attention. Hopefully, as DZAT put it, One day, you will find that you are not “alone” for choosing DZAT.

Media Contact
Company Name: Shenzhen Du Zhete (DZAT) Technology Co.,Ltd.
Contact Person: Vidi Zou
Email: [email protected]
Phone: (0086)18824252677
Country: China
Website: www.dzat.cn

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