The philosophy is an upgrade of ZTE’s old design concept of “Presenting Flowers to a Lover,” which was from the Italian design master, Ettore Sottsass. It means that designers should carry out their work like cultivating flowers for a lover. With the new philosophy, there is still a "caring" focus on users. But ZTE adds another three core principles, "creative,” “simple,” and “smart.”

The Status of Design in ZTE

Mobile phones are a consumer product.  Consumers are demanding in terms of handset aesthetics and usability, so greater investment needs to be made in design. ZTE has an engineer culture. However, with the development of handset industry, ZTE has put greater emphasis on the strategy of driving R&D through design and has started to cultivate a designer culture. ZTE’s ID and UI design departments are important in ZTE’s management structure, have well-developed appraisal and encouragement mechanisms to help designers carry out their work smoothly.