Your post caught my eye because the product has a such a strange name -- so I Googled it and I'm afraid that many responses are about problems. General consensus is that this is a cheap chinese knockoff and not worth the trouble.

It sounds from your post as if you are trying to reload the firmware -- presumably from the CD which came with it.

On some players you have to put the device into recovery mode -- which involves removing the battery (if it's the removable type) and pressing PLAY or ON as you connect the USB.