Failing to factory reset my new Chateau LTE18 ax

Hello.

When starting Chateau for the first I managed to remove default configuration and failed to connect to it. I tried factory reset by holding reset and applying power, but it looks that I'm doing something wrong since it reports IP 0.0.0.0 when using winbox. It doesn't want to connect using MAC. All manuals I found state that I should keep reset until led start flashing, but I only have blue led which turns off after few seconds of holding reset. After, everything returns back to 0.0.0.0.

What I'm doing wrong, I'm getting desparate?