With the concept of "light luxury + e-sports", the square shape combined with the Bauhaus style creates a versatile, concise, rational, and symmetrical design language. It also has active noise reduction, call noise reduction, and in-ear detection. Because the target audience is mainly men, it is suitable for sports scenes and detachable horn ear braces to reflect tough functionality. In order to reflect the attributes of e-sports, lighting effects are necessary, but the common lighting effects on the market are "childish" and not advanced enough. Therefore, hidden lighting effects are used on the charging case and earphones to show low-key brilliance.

Knowing the needs of people's lives, Kite's active noise reduction has been continuously optimized on the basis of existing technology, which can reduce the low-frequency roaring noise of typical commuting scenes such as subways and buses, and highlight the broadcast sound of station announcements. out, to avoid loss of information due to excessive noise reduction, allowing users to listen with more confidence.

Tezo Kite’s new product launch plan is based on the influence of brand founder Ren Ning’s status as a podcast host in the podcast circle. Tezo also pioneered advertising in the podcast circle. Promote and Amway circle, the chain effect attracts tail podcast hosts in the program to bring a steady stream of long-tail effects to Kite's spontaneous Amway. The advertising effect of "everyone in the podcast circle has a kite" has also achieved a brilliant performance in business.

The launch of Tezo Kite has promoted the development direction of earphone packaging in the 3C electronics industry. It has shifted from traditional packaging to packaging that is more environmentally friendly and can better convey brand personality and brand meaning. It has played a leading role in the communication of brands in the 3C electronics industry. role. The blind spot touch design added by Kite on the top of the left earphone not only facilitates the visually impaired, but also reflects the humanistic care in product design, and wins more attention and care for the visually impaired.

A total of 40 full-time members participated in this project, responsible for product ID design, structural design, electronic design, packaging design, graphic design, etc., before the initial design delivery, for the product landing. The planning department is responsible for the planning and creativity of the company's advertisements on various platforms, and the company's internal deputy general manager also controls the project's appearance and definition. The director of operations intervened in the tuning, wearing experience and testing stages of the project, and acted as a tuner and a guide for product debugging.

1. Understand the current situation of the product At present, the mainstream types of earphones are mostly in-ear earphones and semi-in-ear earphones. In-ear earphones have the advantages of passive noise reduction and sound leakage isolation, and have both active noise reduction and call noise reduction in function, but the pressure on the ear is relatively high when worn for a long time. big. Semi-in-ear headphones are more comfortable to wear. Combining the advantages of the semi-in-ear earphones, constantly modifying and playing the handboard for wearing tests, optimizing and improving one by one, the in-ear curve and angle conform to the natural shape of the human ear, long-term wear without feeling, light and stable, and there is Tezo Lab The latest generation of shallow-in-the-ear combined front and rear cavity patented solutions. 2. Team management The core of team management must eventually return to the management of people, so all our problems should ultimately fall on the management of people. Every decision of the product needs to be executed by people, and it also needs internal innovation to bring new directions, so that the organization can generate continuous vitality. Only by arranging people in reasonable positions and giving them suitable opportunities can their potential be stimulated and the organization benefited. 3. Planning, execution, follow-up, feedback, review From a concept to the final launch, a product has gone through many steps, and each step needs to be completed by someone. When we form a team with the required personnel and have a management method, we need to assign tasks to everyone. The role of the plan is to let everyone in the team know what they are doing within the time frame, what kind of things to do, and what results will be output in the end. As a product manager, you need to formulate a clear plan. To involve everyone in the team, the plan must be implemented only when everyone or most people agree. The plan will eventually have a result feedback. When the result is obtained, as a manager, a review must be organized. Everyone in the team will participate. Happen again.

In terms of products, the hidden lighting effect of Kite is also the biggest problem encountered in the middle of the project. The material properties of matte ABS+PC lead to weak reflectivity, and the lighting effect is less visible in the sun, so we have to find another way . After the experiment, it was found that adding astigmatism paper in the visible area of the light can greatly improve the reflected brightness of the light. Since the reflective paper is white, this also makes us make some choices about the main color of the product, abandoning the original more stable black direction. After continuous prototype verification and adjustment, we finally got the uniform and subtle hidden lighting effect we expected. In terms of branding, Kite adopts the Bauhaus industrial design style that advocates "less is more" and "form follows function". The simple and clear appearance is inspired by the 20th century American architect Frank Lloyd Wright ( Frank Lloyd Wright's legendary work "Falling Water" listed in the "World Heritage List" by UNESCO and Germany's Braun's classic black vinyl record player SK55, and combined with the hazy aesthetic trend of Masayuki Kawakawa, the brand is displayed in the details At the same time, it conveys Tezo's desire to value user experience and individual expression, and to "Play. With You." with users.