When it comes to industrial design, it is difficult to bypass one country, that is, Germany, and the industrial development of the entire human race is indispensable to its presence. And two of the world's three major design awards originated in Germany. Among them, the Red Dot Award is recognized as an international mark of recognition for creativity and design, dating back to 1955, founded by the German Design Association, attracting nearly 10,000 works from more than 60 countries every year. The selection criteria of the Red Dot Award are extremely demanding, including multiple dimensions such as "innovation", "aesthetics", "possibility of realization", "functionality" and "emotional content". A few days ago, the German Red Dot Award, known as the "Oscar of the design industry", officially unveiled the 2022 winning works, of which Thor won the "double kill" - Thor ZERO 2022 flagship e-sports book and Thor Scorpion G70 gamepad won the Red Dot Design Award, so that many people's eyes focused on this 8-year-old brand.
Create top e-sports equipment with the user as the center Winning the award relies on innovation and persistence
Raytheon's product development model is "no interaction, no development, no public beta and no listing", all products that have not interacted with users, and products that are not based on user needs, are resolutely unable to be developed. Therefore, Thor's products are always based on the user's point of view, and Thor ZERO's flagship e-sports is no exception.
Thor ZERO's flagship esports book listened to a large number of user opinions and suggestions during the research and development process, adopted a new mold and "Enlightenment" design language, showed a super-fresh aesthetic, and went deep into the details. The longitudinal stripes and large LOGO of the A side of the fuselage have adopted a diamond bite flower design, which not only brings a more three-dimensional visual perception, but also improves the recognition of the product, the RGB surround light ring at the end adds a dynamic game atmosphere, and the opening of the divine light synchronization can also make the LOGO, light ring, multi-zone RGB keyboard, etc. present the same light effect, and the innovative design with the cool light effect makes it have a very high value.
In addition to the design full of scientific and technological sense, Thor ZERO flagship e-sports book is full of material, excellent performance release and excellent heat dissipation performance, so that everyone can see the full sincerity of Thor, it can be said that it is a more in line with the user's aesthetics, while having excellent performance of e-sports equipment.
For many gamers, it is their nature to pursue cool, gorgeous appearances, especially young people chasing their dreams, so Thor has always kept this in mind when creating products. The original 911 of the supercar design, with its cool appearance, broke the traditional impression of the player for the game book "silly", "big", "black" and "coarse", and became the representative of the high-value notebook in one fell swoop, and then the 911-T1, 911-S1g, 911M platinum version, but also let the Thor 911 series swept the entire game circle, strength and appearance have become synonymous with 911, and later Thor 911 With a thin and light body of 25mm thick and 2.4kg, with sharp lines and streamer strips, the Targa became the explosive model of the year. After that, Thor also created the flagship positioning of the Dino series, born from the 911 series, it continues the tradition of high value, its design inspired by starships, in the fuselage design into the concept of starlight and the future, full of scientific and technological sense. After entering the era of full screen, Thor also took out high-value products such as 911 Air, 911 Pro Hui Jin II and the ZERO series just mentioned. Thor has always been committed to providing players with the ultimate game experience, thin, appearance, high performance, has always been the core competitiveness of Thor game book, but also Thor has long been the ultimate killer of the game market.
At the same time, Raytheon also has a very high pursuit of product quality, on the one hand, only cooperates with the world-class game notebook foundry Quanta, Blue Sky, Pegatron, etc., each product from design and development, to production and manufacturing, are selected from Intel, Nvidia and other international top hardware manufacturers parts, the second is to develop Raytheon's unique professional quality inspection system, with the most stringent testing environment and the highest quality inspection standards to measure the factory quality of each machine. The continuous pursuit of appearance, the unremitting persistence of quality, the never compromise on configuration, and the unremitting slackness of innovation have made Thor constantly subvert the industry's cognition of game books and become a star brand in the industry.
Compared with the gamepad, the gamepad may not have been so highly concerned, but with the rise of various game consoles and mobile games in recent years, it has become a new track for e-sports peripheral equipment, and the market space has been increasing. Thor also has a keen insight into this point, and actively layout, starting from 2019, has launched a number of gamepads including G25, G30, G35, G40, G50, plus the new G70, has formed a product matrix from entry to mid-range to high-end to meet the needs of different gamers. Adhere to the user-centric, continuous innovation and adherence to details and quality, but also let them harvest excellent market results, from 2019 to reach an annual growth rate of 150%, and the single product ranked in the Jingdong TOP5, becoming a high-quality choice for the majority of gamers. The Thor G70 Scorpion gamepad that won the Red Dot Award this time has an excellent performance in both design and practicality.
Thor G70 Scorpion gamepad is accurately built for the needs of the majority of gamers, and fully demonstrates Thor's strength in innovation. Through the investigation of the majority of gamers, it adopts a more in line with the Asian hand type design, more in line with the holding habits of the Chinese people, and the button feedback is comfortable, so that players can feel the intentions of Thor as soon as they get started. At the same time, for many players who currently have PCs, game consoles, mobile phones and other types of game devices, Thor G70 supports full platform compatibility, and a gamepad plays all kinds of game devices at home. At the same time, it also has a built-in six-axis gyroscope, the use of Hall linear trigger, equipped with non-linear dual motors, support for macro programming and continuous firing, etc., in terms of functionality to meet the needs of players in an all-round way, so that the product is both designed and practical.
Excellence, meticulous, Thor is using this craftsman spirit to focus on each product, from the user's point of view, always pay attention to the needs of users, with practical actions to prove that adhere to the best quality, the strongest design of the principle of the route is not wrong, relying on innovation and persistence to harvest success and widespread user praise, the e-sports into the brand gene of Thor.
From a small team of several people to tens of billions of brand value Raytheon has always stood with users
From the original decisive entry into the game market, to now become a game players know and love the e-sports brand, and repeatedly won international awards, Raytheon Technology has always stood with users along the way. In 2013, the PC market fell to a low point, but the game product in the sub-category bucked the trend. This is inextricably linked to the rise of the game market, from the earliest "StarCraft", "Dota" to the rise of real-time battle games such as "League of Legends" and "Overwatch", the picture quality and variety of games are constantly improving. In addition to bringing a richer variety of games and a better game experience to the majority of players, the demand for hardware is also increasing. As an important carrier of video games, the game hardware market has emerged rapidly, and many established PC manufacturers have begun to target this emerging market, while many new brands have sprung up, including the Thor brand.
In the cold WINTER of PC in 2013, Lu Kailin keenly discovered the huge market segment of game books, so after communicating with three post-80s young people who love games, Li Yanbing, Li Ning and Li Xin, decided to create a new Internet game brand, which is today's Raytheon Technology. But only full of enthusiasm is not enough, as the saying goes, everything is difficult at the beginning, find that the market is only the beginning, a very large and core problem in front of them, how to make a good product.
The simplest and most straightforward way is to ask the user to see what pain points and problems the user has when using the current product, and where they hope to improve. At this time, they need the support of big data, but another problem appeared, for them who have just started a business, there is no money to ask big data companies to do user research, so they chose the simplest and most rude way, several people went to Jingdong and Tmall notebook plate to turn over user replies, collected nearly 30,000 user experiences, and then spent two days to summarize and sort out, summed up the unstable operation, single memory capacity is too small, poor after-sales service, and other 13 user pain points, out of the first step of their creation of products, It also takes an important step towards Thor's emphasis on user experience.
In the context of minimalist design, Raytheon pays more attention to the voice of young people, and the star product 911 series, which introduced sports car design elements at that time, is close to the aesthetic preferences of young users and is favored by the majority of gamers. From its inception, Thor has deeply realized that it is necessary to start from the immediate needs of players, study their actual needs in the game experience, and integrate these needs from the beginning of product design to meet the real needs of users, rather than imagining what kind of design and function they need out of thin air.
Since its inception, Raytheon has focused on "fan interaction", deeply integrated product development with customer needs, gathered a group of fans who follow the brand, thus marketing, and often carried out some offline activities to interact with fans closely and further close the distance. The effort will eventually be rewarded, the power of fans is very strong, on April 7, 2015, Thor's new steel version of 911 was officially launched in Jingdong crowdfunding. Within 16 hours of the start of crowdfunding, the basic goal of 2 million crowdfunding was completed; On April 29, the crowdfunding amount exceeded the 10 million mark; On May 14, the crowdfunding amount has exceeded 20 million. In the early morning of May 18, Thor ended perfectly with a crowdfunding amount of 28.293 million yuan, refreshing the Jingdong crowdfunding record.
Raytheon, which has gradually gained a foothold in the game market, has not stopped its own pace, is close to the depth of user needs, and has also broadened the latitude of innovation, expanded to the surrounding areas with the game product as the core, began to create an "e-sports ecology", and launched a large number of game peripheral hardware including mechanical keyboards, gaming mice, e-sports headset professional displays and other products. In 2019, Raytheon launched the world's exclusive 16.6-inch e-sports game book, which is a product developed by Raytheon C2M reverse customization and combined with Jingdong user big data. By interacting with a large user group, Raytheon has obtained the user's demand for a larger size gaming screen, cooperated with BOE to create a 16.6-inch gaming screen, and relied on the design of the ultra-narrow border to increase the display area by 14% as the volume of the 15.6-inch game book, which has both a large screen and portability, bringing revolutionary innovation to the game industry while meeting user needs.
At the same time, around the game players' full-scene experience needs, Thor has developed from a single game notebook to cover the game desktop, game peripheral peripherals, game monitors and other game hardware full-scene layout, its products cover all aspects of the player's game experience, more and more users have become a member of the Thor family, by the end of last year, Thor has gained more than 23 million fans, becoming the core wealth of Thor.
The continuous increase of fans, so that Thor can better understand the user's demand for products, just mentioned above won the Red Dot Award Thor series is born in the continuous exchange with fans, in the design and development have listened to a large number of user opinions and suggestions, strictly abide by the principle of Thor "no interaction and no development", such insistence so that the product not only won the favor of many players, but also won international awards.
Nowadays, the post-95s and post-00s have become the main force of social responsibility and consumption, they are younger, more energetic, and love new things, and virtual idols are one of them. Relying on continuous communication and interaction with fans, Raytheon has a keen insight into the preferences of young users at present, from the perspective of young people, brings the brand into the two-dimensional world, and launches the "Thor Girl Group" image in early 2022, which includes captain ZERO and team members Zoey, Joyce, Blade and IGER A total of five members, completing the circle from e-sports 3C to virtual idols, keeping up with the pace of the trend, and winning the love and recognition of young users. Each girl group image has its own personality, Thor also created a complete marketing plan for them, virtual idols have become the carrier of Thor's brand concept of conveying emotions to young users, further close to young consumers, bringing more fresher, more interesting and better product interaction experiences to fans.
In 2021, on June 22, Raytheon was selected into the list of "China's 500 Most Valuable Brands" with a brand value of 10.321 billion yuan, which is also the only selected brand in the field of e-sports hardware and the whole industry chain of e-sports ecology among the 500 most valuable brands in China this year, which also marks that Raytheon's achievements in the field of e-sports ecology have been widely recognized.
From the entrepreneurial team of several people to the brand value of tens of billions, Raytheon has gone through 8 years in the company of fans and has become a non-negligible part of the domestic e-sports equipment market. No one can be 100% sure in which direction the future game market will go, but one thing is certain, the opportunity will always be left to those who are prepared. From the user's point of view, listening to the needs of users, through their own technological innovation, constantly breaking through, creating products with both design and practicality, so that each product can help e-sports users improve the overall game experience, this is obviously the right path, but also Thor can continue to sail forward in this PC red sea of power. As a young brand that has only been established for 8 years, Raytheon still has a lot of room for growth. Thor and users grow together, and their future is more worth looking forward to.