I've written to this question when it's been asked in previous threads started about it, and will just restate here. ZT's issue is that ten years ago, their knives were truly special, but these days they just aren't. Back in their heyday, what they offered was pretty unique, and their dress-up models offered things like scales in carbon fiber, upgraded steels, and so on. Nowadays, Reate and We have essentially taken over the spot they used to occupy. The "special upgrades" ZT offered, are usually standard fare on the Chinese offerings: scales in Ti or CF, pivot bearings, flipper tabs, etc. Hell, many of the designers who worked with ZT have now worked with Chinese companies to continue to bring their designs to the market.
So, at this point, I'm not sure what ZT could do other than just take a step all the way back to their roots, and start offering simple, no-frills hard use knives in excellent materials for around $200. They've lost the "Instagram mat'trails" war, as far as I see it. I was here during the time when they were dropping a new Rick Hinderer Limited Edition every other month and people would lose their minds. Now, I can't recall the last time I felt inclined to purchase a ZT, and I'm saying this as someone who owned like ten or fifteen of them at one point. I think I still have three left kicking around somewhere in my knife chest, haven't carried them in years. Man, I remember back when an American made folding knife being offered in M390 used to be a huge deal. LOL