ZTK

About Project

In 2015, ZTK was established in Beijing, using ultrasonic humidifiers as an entry point to enter the domestic small household appliance market. However, with the explosive growth of the domestic small household appliance market and the upgrading of national consumption, small household appliance products emerged one after another. At that time, ZTK's products were on the same market. Compared with similar products on the market, the differentiation is small; at the same time, traditional home appliance giants such as Midea, Haier, and Xiaoxiong have also entered the market one after another, and the competitiveness of the ZTK brand is not as good as that of big brands; However, ZTK's overall product prices and profits are relatively low; under the influence of multiple factors, ZTK is facing certain growth bottlenecks and business crises in 2019, and is even on the verge of bankruptcy.

In 2019, together with Liangpeng & Shengshi, the entire brand was sorted out and optimized, from the design and construction of the business model to the reshaping of the visual system, and the brand development strategy was positioned as an innovative technology home appliance brand.

With "fog-free humidifier" as the core single product, it entered the subdivision track "fog-free humidifier", successfully penetrated the minds of the niche track, became synonymous with the "fog-free humidifier" category, and won the title of "fog-free humidifier" for two consecutive years No. 1 in the category, omni-channel turnover exceeds 110 million yuan; in 2022, JD.com will create luxury home appliances with an annual revenue of more than 200 million yuan; so far, ZTK has officially transformed from a traditional e-commerce sales company to a representative of a cutting-edge brand of technologically innovative home appliances .

Service cycle 2019.10~present

Design Concept

ZTK is the abbreviation of "Zest To Keep", which means to maintain enthusiasm and love life. This is the core concept that ZTK has been focusing on since its establishment. ZTK believes that only by maintaining love and enthusiasm for life and family can we make products that are close to life and satisfy our families. The products needed; in addition, during long-term field research and in-depth visits, ZTK found that Northern Europe is rich in forest resources and water resources, and the quality of water areas is also among the best in the world. However, non-renewable resources such as air and water are constantly in contact with the global climate. In view of the changing reality, ZTK hopes to bring clean air and water from Northern Europe back to China, so that people can enjoy the world's high-quality air and water resources without leaving home.

For this reason, ZTK has been searching for innovative technologies around the world since its establishment. It also insists on scientific research and innovation, hoping to bring clean air and water in Northern Europe to every family through technology; it is intended to deliver a new lifestyle to people. It also reduces the burden on the earth, saves energy and reduces emissions. And this is not only people's greatest goodwill towards the world and our descendants, but also what ZTK really wants to do - to convey the power of good through technology and create a better future together. Even if they have little power, they are willing to do their best to pass on their love and goodwill to the land beneath our feet through technology.

Therefore, based on ZTK's brand positioning and brand concept, we deeply combined the deep and warm humanistic care in the brand value with the natural and uncomplicated atmosphere created by the products, and upgraded the ZTK brand symbol, aiming to use the new The image better interprets ZTK's brand connotation.

The suspended rectangular combination on the "Z" reflects the visual representation of air and water, the main axes of our products, and is applied to each section as the main visual element; at the same time, the flexibility and ductility of the rectangle itself, from small to large , and then the "ZTK" brand symbol composed of more small rectangles is actually the core idea of "one life is two, two is three, three is all things" in our traditional culture and ZTK: "Technology - conveys the power of good, The perfect embodiment of the brand concept of "creating a better future together".

Client

Beijing Baiyijie Technology Co., Ltd.

Category

Innovative Technology Home Appliances

Service Content

Brand Strategy

Business Building

Brand Design

Brand Marketing

Brand Vision

Brand Achievements

Annual sales exceed 110 million yuan, ranking first in the segment for two consecutive years