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手机大厂“扎堆”客厅,智能电视入口价值被高估了吗?

摘要: 只差低调的vivo,华米OV争夺“客厅”的新战争打响了。

图片来源@视觉中国

tupianlaiyuan@shijuezhongguo

wen | shitianhao

2019nianshishoujidachang“zhadui”zhinengdianshideyinian,rongyaozhihuipingyu8yue10rifabu;hongmidianshizai8yue29rifabu;9yue16ri,motuoluoladianshiyezaiyindushoufa;11yue25ri,huaweizhihuipingfabu;9yue27ri,yijiadianshiyexuanzaiyindushoufa,baohanyijiadianshiq1yuyijiadianshiq1 proliangkuanchanpin。

彩票平台jinru2020nian,yejiebaoliao,oppo qixiazipinpai realme shoukuanzhinengdianshiyijingtongguoleyindu bis renzheng,zhichadidiaodevivo,huamiovzhengduo“keting”dexinzhanzhengdaxiangle。

手机大厂玩“跨界”

zhongduoshoujichangshangde“kuajie”jiaru,shihulianwangdianshishichangzaicirenaoqilai。qishi,zaozai2013niandiyibohulianwang“yemanren”jiuyiruju,zheiyinian,leshi、xiaomixiangjituichuleleshichaojidianshihexiaomidianshi,chenggongchidaozhongguohulianwangdianshixingyedediyikouhongli,zhibuguozuixianrujudeleshihoulaiwan“tuo”le。

suizheleshi、xiaomikuaisudakaihulianwangdianshideshichang,qitahulianwangwanjiayejitiyongru,ruweijing、baofeng、fengxing、pptv、lianxiangdengxiangjiruju,yishijianhulianwangdianshishichangcongjige“yemanren”dejingzheng,bianchenglejishige“yemanren”dedahunzhan,“yemanren”yuchuantongwanjiade“ketingzhengduozhan”zaizheigeshihouzhengshidaxiang。

zhihoudewunianshijian,hulianwangdianshishixianle“conglingdaoyi”detupo。lianxiangzai2015nian5yuetuichudianshipinpai“17tv”,suningqixiapptvyetuichushoukuanzhinengdianshi。tongnian7yue,baofengwalaiqianchuangweifuzongcailiuyaoping,dazaohoulaide“baofengtv”。8yue,likailesmgdeliruigangchuangbanweijingdianshi,dailaile55yingcundehulianwangdianshixinpin;12yue,zhaochigufen、dongfangmingzhu,lianhehaier、guomei、fengxingwang,gongtongtuichufengxinghulianwangdianshi。

彩票平台haojingbuzhang,cong2017niankaishi,zhongguohulianwangdianshixingyeyinglaidiyigedigu。

2017nianmo,leshimugongsibeibaocaiwuzaojia,shouciyingxiang,leshichaojidianshishichangfenezhoujiang。2018nianbaofengtvmugongsijinglirunkuisunjinyiyuan,baofengdianshidefazhanyebujinrurenyi,2019nian7yue,baofengzhangmenrenfengxinbeizhuaruyu,baofengdianshichedilemeiyoulefanpanjihui。

jingguojiliedesisha,diyibodehulianwangdianshijidawanjiaxianhoudanchurenmendeshiye,leshi、baofeng“yanqixigu”hou,xiaomiyijiaduda。jiuzaiqunian7yue,leijunxuanbuxiaomidianshiqudelebannianxiaoliangzhongguodiyidejiaji,gengshiweiyibannianduchuhuolianghexiaoliangquanbutupo400wantaidedianshipinpai。

buguo,dianshixingyecongbuquefa“jiaojuzhe”,ziquniankaishishoujidachangjieguo“jielibang”fenfenruju。

2019nian8yuerongyaotuichurongyaozhihuiping,mingzisuibujiaodianshi,yenanyanqizai“ketingchangjing”shangdeyexin,11yue25ri,huaweimatepadjiquanchangjingxinpinfabuhuishang,huaweiyoufabulehuaweizhihuipingv75。yaozhidaozheiyinian3yuedeawejiadianzhanshang,huaweixiaofeizheyewuceoyuchengdongcengshuo“buzuodianshi”,zhihuipingyebeiqichengweihulianwangdianshi、zhinengdianshidexiayidaichanpin。

qishi,chanpinxingtaishangzhihuipingsuiranjialehenduojiaohugongneng,kebenzhishangrengranshikuan“tv”。

jixiaomi、huaweizhihou,oppoyexuanbuyaozuozhinengdianshi,oppozipinpairealmegengmingquebiaoshihuizai2020niandierjidu,xianzaiyindushichangtuichuzijiashoukuanzhinengdianshichanpin。congzuikaishidexiaomidianshi、houlaidehuawei/rongyaozhihuipingdianshi。zuozhinengdianshideshoujiwanjiahaiyouyijia(yindu)、nuojiya(yindu)、motuoluola(yindu),xiangbixiaomi、huaweizhijiezaiguonei“yinggang”,houjigewanjiabuyueertongdexuanzeleyindushichangxianshishui,kaolvrealmexiandayindushichang,houhuiguiguoneidezuofa,weilaiyijia、nuojiya、motuoluolahuidaozhongguokaituozhinengdianshishichangdekenengxinghengao。

彩票平台wuyongzhiyi,shoujipinpaizhaduirujudianshixingyechengweiyizhongqushi,huamiovguochanshoujisidachang,muqianchulevivoyiquanburuju,xiangbiyuqitashoujidachangde“jijin”,vivoxuanzele“didiao”。

qunian9yue,vivozhixingfuzongcaihuboshanjieshoumeiticaifangshitoulu,vivoweilaihexinchanpinhaishiyigerenweizhongxin,erbushijiating。yinci,buhuituichuzhihuipinghuozhezhinengdianshipinlei。

zheiyimurangrenxiangdao2019nianawejiadianzhan,kaolvguowangoppohevivolianggepinpaizaiyunyingbufashangjibenyizhi,ruguorealmechuzhangaojie,vivohuoiqoo“pai”dezhinengdianshidetuichuhuoxuyebuhuitaiyuan。

好消息与坏消息

shoujidachangfenfenjinruzhinengdianshishichang,chuleqiangduoweilaiaiotketingchangjingrukoudexuyao,yetongzhinengshoujijingzhengjinrubairehuaxiangguan。chanpinxingtaishang,zhinengdianshiyuzhinengshoujiyongyoufeichangduodegongtongzhichu,5g、aiotdashidai,shoujihedianshinenggoushixiandaxiaopingxietong,weiyonghudailaigengweizhihuidejujiachangjing,shoujidachangrujuyejiuhenshunlichengzhang。

jushichangyanjiujigoucanalysdebaogaoxianshi,2019nianzhongguoshoujishichangdechuhuoliangjiaoqianyinianxiajiangle7%,tongshichuhuoliangyeyuelaiyuejizhongzaihuawei、oppo、vivo、xiaomidengtoubupinpaishang,tamendechuhuoliangzhanbizai2019nianyijingchaoguole80%。shoujishichangquxiangyubaohe,xiangyaobaochiguoqudegaozengsu,jiubixukaituoxindeshichang。

buguo,zhinengdianshixingyebingbushiyigelanhaishichang,zaizhinengshouji、zhinengpingbandengdaipingleideyingjianchanpinchongjixia,yijijinjiniannianqingrenguankandianshixiguandexiajiang,shoujidachangmende“keting”yexinbingfeiyitiaotantu,xiangyaofuzhixiaomidechenggong,shangyouhenduowentixuyaotamenjiejue。

juaoweiyunshujuxianshi: 2019nianzhongguocaidianlingshoushichangchixudimi,quanniancaipiaopingtaiguocaidianlingshouliangwei4772wantai,tongbixiajiang2.0%。lingshoue1340yiyuan,tongbixiajiang11.2%,xingyejunjia2809yuan,chuangshinianzuidi;caidianchanpinxuqiuxiajiang,baihuyongyouliang119.3tai,tongbixiajiang2.4%,shi6nianlaishoucixiajiang。

junjiaxiajiang,tong“yemanren”jiaojuhenyouguanxi,wulunshishilideleshi、baofeng,haishichenggongdexiaomi,xinfeng“ruanjian”、neirongyinglidetamen,zaijiageshangzuodaolemouzhong“jizhi”。

huishou2013nianzaileshi“hebao”fabuhuixianchang,dangdapingmuchuxian“2499”ziyangshi,taixiayipianliangqi,50yingcundes50bi47yingcunxiaomidianshihaiyaobianyi500yuan,nidicaipiaopingtaigengdi,zheirangchuantongjiadianwanjiayouxiechibuxiao。

2016nian,chuangweijituanzhangmenrenliutangzhijiucenggongkaipipingzheiyixianxiang: hulianwangqiyededijiacelveshikeyilijiede,yeshichangguidefangfa,danshijianghuyouyijuhua,chulaihunzongshiyaohaide。hualehenduodeshijian、jingli、jishuhechengbenshengchanchulaidechanpin,shengchanchengbenshi1000,jieguoshoujiazhiyou800,wujiecaodedijiamoshishiweifanjingjiguilvde。

zhengyinweiweifanguilv,diyibodedaduoshuhulianwangdianshiwanjiadou“si”zailelushang。jishi“xingyun”dexiaomi,yeyouzijideweijishike。2017nianshangyoumianbanchangshangjiageshangdiao,yuanqijianjirenlichengbenyezaizengjia,leshihexiaomidou“shiyan”kaishizhangjia。

yinwei“yemanren”deyingjianbuzhuanqiandafa,hulianwangdianshi、zhinengdianshideshoujiayebeipoyijiangzaijiang。zongshiruci,xingyedahuanjingrengranquleng。suiranyouxiaomizheiyangdexinxiutuoyingerchu,sanxing、tcldengchuantongdianshichangshangrenglaolaobakongshichang,shoujidachangmenzaijinjun“ketingchangjing”,haixuyaoguole“laojiahuo”menzheiyiguan。

数据来源:彩票平台_彩票平台排行-【首充包赔】

genjuhaiwaishichangtongjijigoutrendforcefabudezuixinbaogaoxianshi,quanqiudedianshichuhuoliangzai2020niandiyijiduyujijiangdadao4460wantai,sanxingdechuhuoliangyiranzhanjuzhediyideweizhi,chuantongdianshihaoqianglgpaimingdier,guoneidianshipinpaihaixinhetcldeyijiduchuhuoliangfenbiewei425wantaihe422wantai,weiliedisan、disi。haoxiaoxideshi,diyibo“yemanren”zhongdeshengchuzhexiaomi,q1jidudechuhuoliangdadao210wantaideguimo,paizaidiwu。

xiaomizuoweihoulaizhe,nenggoupanshengdaodiwuming,wuyijilizheyizhongshoujidachangjinjun“keting”dexinxin。zaijinjunzhinengdianshifangmian,youyuzhinengdianshigongyinglianyijingfeichangchengshu,weitamenderujutigongleyigejichu。

首先,电视行业的入门门槛并不算高,国内电视产业的供应链很成熟。几十年的发展,国内围绕电视产业的Designhouse、面板厂、主板厂和整机厂等分工很细。据群智咨询发布的2019年上半年全球彩电出货报告显示,全球出货量七大企业中,中国企业占据五个,包括TCL、海信、创维、小米、长虹。另外,两家企业则是来自韩国的三星和LG。

彩票平台xiaomidemoshijibenshangdoushiyituodaigongchang,tcl scbcshixiaomidianshidezuidadaigongchangshang,2017nian7yue-2019nian7yueliangnianshijianli,tcl scbcweiqidaigongchuhuodezongliangjiudadaole700wantai。

duihuawei、yijiayijiovzheileishoujixingyelaoshoulaishuo,wulunshiyingjianduandechanpinsheji、gongyinglianyihuoshiliangchanfangmianjubeizhefengfudejingyan,zheixieshoujichangshanghuojiangxiaofangxiaomi,tongguowaipinxingyezhuanjia、gongyinglianhezuojidiaozhenghewaibaozhuanyedaigongchangdengfangshilaijiejueshangshuwenti,chuanwenhuawei“zhihuiping”jiuyoujingdongfang、huaxingguangdiandaigong。

其次,智能电视是消费者换机主流,软件生态的搭建是手机大厂们的优势领域。彩票平台如今,国产的智能电视大多采用基于安卓系统开发的电视操作系统,而华为自行研发的“鸿蒙”操作系统也和安卓“渊源颇深”手机大厂对智能化操作系统的理解更深刻的,智能电视的PK中,在软件生态、内容生态的构建能力方面,强于几大传统家电厂商。

彩票平台erqie,shoujidachangmenhaikeyijielizhinengshoujihezhinengdianshidejiaohuyoushi,youshoujixiangketingshentou。liru,rongyaozhihuipingjiaohushang,yishixianshoujihezhihuipingzhijiandeshantou、kongpingdenggongneng,birushoujiqingpengnfcbiaoqianjiketouping;yonghuhaikeyitongguozhihuipinglaikongzhizhinengjiaju。

“jinshuiloutaixiandeyue”,huamiovshoujidachangmendezhinengshoujiyifugaiguoneishijiyiyonghu,tongguoxiaopingshentoudapingdecelve,yenengzaishichangzhongsikaiyigekouzi。

最后,手机大厂在年轻用户群中具备极强的品牌优势。据TCL在2019年公布的数据显示,受智能手机及平板电脑等移动终端的影响,电视机的日均开机次数占比已由3年前的70%下降到了30%,且大多数是中暮年群体。现在,日均开机占比正在靠近十年前每分钟的平均开机率。

彩票平台yejiushuo,“ketingchangjing”zhongnianqingyonghudehuoyuedushangjubeiyidingdewajuekongjian。2017nianxiaomigongsicengzuoguoyigetongji,genjumiuitigongdeshuju,xiaomiyonghuzhong,qingnianbiligaoda80.6%。zhihouxiaomidianshi“jiejiepansheng”,yetongxiaomipinpaizainianqingrenxinzhonghenshouhuanyingxiangguan,suimeiyouqueqiedetongji,goumaixiaomidianshidezhuliuyonghu,yinggaiyinianqingrenweizhu。

彩票平台xiangbiyudiyidai“yemanren”,shoujidachangjubeilefeichangduodeyoushi,erqiejinjinian,zuoweidianshi“hexin”demianbanzhangqichuzaigongguoyuqiudezhuangtai。dianshishangyougongyinglian,yeleyukandaogengduode“yemanren”ruchang,bijing“maihuo”caiyouyingshou。

彩票平台lingyifangmian,jijiangdaolaide5gshidaiweidianshidezhihuihuatigongqiji,yuhuazhishengjichaoyitongdaolaidehaiyouzhinengshengjihuandaichao。zhinengdianshixiangbichuantongdianshizairuanjianshengtaishangyouzhidetisheng,yonghukeyitongguodianshishiyongdaogengduofengfudeyingyongchangjing。

shouyiqingyingxiang,jinnianchunjieqijiancaidianzongtidedakailvjiuyinglailemingxianshangsheng,jizhinengdianshideweilaidailaihenduolihaoxiaoxi。qijiandianshirihuolvshenzhidadao50%yishang,rijunshizhangchaoguo6xiaoshi,jianshen、wangke、yunbangong、yunyulexuduoneirongxiaofeidouzaitongguozhinengdianshilaiwancheng,zheixieshuju,duiyuneixiejijijiaru“ketingzhizhan”deshoujichangshangmeneryan,doushilihaoxiaoxi。

智能电视风口的价值变迁

hulianwangwanjiayuzhinengshoujiwanjia,suirantongshiwailaideyemanren,danwulunshenfenhaishizhanlvemubiao,liangborenmadouyouhendadebutong。

diyibosharuzhinengdianshixingyedejibendoushishipinwangzhan,leshi、pptv、baofeng、weijingdengjunweishipinwangzhan。zhiyouxiaomixiangduilinglei,dancongqishangshiyizhibazijidingweiweihulianwanggongsilaishuo,xiaomiyebushidanchundeshoujiyingjianchangshang。

彩票平台tamenshezuzhinengdianshidezhuyaomude,doushichuyushangxiayouchuizhizhenghedexuyao、bujuzijideneirongshengtai。fangzaijintianlaikan,zuoneirongsihumeibiyaozaiyingjianduanxiashou。bijingzaizhinengdianshizhongduanzuoweipingtaiquanmiankaifangdejintian,zijishengchanyingjianduitigaohuogonggushichangfenebangzhuyouxian,zheiyeshiyouku、aiqiyi、tengxunshipindengshipinpingtaiwanjiaduizhizaohulianwangdianshide“redu”bugaodeyuanyin。

彩票平台rujindezhinengdianshidouzaixianggengkaifangjiaodujinhua,yonghuzaidianshilixiazaianzhuanggezhongapp,huozhetongguoshoujitoupingzaizhinengdianshiguankanjiemu。shipinwangzhanzhengqiangyonghudeguanjian,haishizaiyuneironghechanpin。

彩票平台buguohuidaojinianqian,shipinwangzhanzuodianshihezi、hulianwangdianshi,yeshibudeyidexuanze。yinweidangshizhinengdianshiganggangxingqi,dabufenjiatingshiyongdeshiwufajieruhulianwangdelaoshidianshi。xiangyaoshixianneirongluodi,jiubixujiejuezhongduanwenti,ertuichuziyoupinpaizhinengdianshikeweishizuichedidefangfa。

leshilvxianyu2013niantuichulechaojidianshi,xunsudakaishichangchengweizhinengdianshilaoda,2014nianchaojidianshixiaoliangtupo150wantai。zaileshidedaidongxia,xiaomi、pptv、baofeng、weijingdengyefenfengenjin,xingchengleyigurechao。

qishibuzhishileshimentuichuleyingjianchanpin,youku、tengxunshipin、aiqiyi、souhushipindengdangshidezhuliushipinwangzhandoutuichuguozijidedianshihezi。jibianshileshi,tayezaishichaojidianshizhiqianxiantuichudedianshihezi。suizhezhinengdianshidepujihepingtaikaifang,tamendoutuichuleyingjianyewu。

彩票平台zheicidedierbo,zhujiaohuanleyipi,jibenyishoujiyingjianchangshangweizhu。pingguo、sanxinghexiaomidengzaojiuzaineirongshengtaihuozuizaodejieduanruju,xinjinjinjunzeyouhuawei、oppo、yijiadengchangshang,dangqiandezhuliushoujichangshang,jihudouyijinghuodasuanjinruzhinengdianshixingye。

zhinengdianshixingyezaojiuchengledahonghai,kedanjia、chuhuolianghexiaoshouedouzaixiajiang。danchuncongxingyebenshenlaikan,cishitouzijinrubingbuhesuan。zheixieshoujichangshangjinguandouzainulixianghulianwangqiyezhuanxing,dantamendaduomeiyoujiangzhongxinfangzaineirongpingtai。erqiejibianshineirongpingtai,qianmiancaipiaopingtaishuoguo,yemeiyoubiyaozijizuoyingjian。

gongfuzaishiwai,shoujichangshangsharuzhinengdianshixingyexianranshilingyoutumou。zheiyici,tamenkanzhongdebushizhinengdianshi,ershitabeihouchongmanwuxianxiangxiangkongjiandeaiotdashichang,zai5g+aiotdeweilailantuzhong,zhanjuketingchangjingdezhinengdianshi,yongyouhenduoyuande“yongwu”kongjian。

彩票平台guanyuaiotdeqianjingyijingshixingyegongshi,buzaizhuishu。xianjieduanaiottupodeguanjianwentizhiyi,zaiyujishudeluodiyuyingyong,ershujushiwanwuhulian、renjijiaohudejichu。

彩票平台zhinengdianshiqiaqiayoutadeduteyoushi: yifangmian,zuijiejindiannaopeizhidezhinengdianshi,wuyishilianjiezhinengyingjianheshujucunchu、yunsuandezuijiabendi“danao”;lingyifangmian,zhiyaozengjiayigemaikefeng,zhinengdianshijiunengyongyouquanmiandeyinshipinshurushuchu,chengweirenjijiaohudezuiqiangyingjianjiedian。

yinci,wulunshihuaweide1+8+nzhanlve,haishixiaomide1+4+x,zhinengdianshidoushiqizhongzhongyaodeyihuan。

彩票平台suirantamendoujiangzhinengshoujishiweizuihexinde1,danzhinengdianshiqueyinweichangjingyoushierchengdanzhezhinengjiajudejiatingliuliangrukouhekongzhizhongxin。huanyanzhi,sheinengzaixianzaidezhinengdianshixingyedaxiayipianjiangshan,jiuyoujihuizaiweilaideaiotshichangshangqiangzhanxianfayoushi,qizhanlveyiyibuyaneryu。

彩票平台congneirongyewuluodi,daoaiotshengtaibuju,zhinengdianshifengkoudejiazhibianqian,bujinfanyinglekejijinbu,yejianzhenghulianwangchanyedeshengjihefazhan。

短期看: 入口价值或被高估

zhibuguo,huidaoxianshizhonglai,shoujichangshangdereqinggaozhang,danbixuzhichudeshizhinengdianshixingyecunzaizhuduobuquedingyinsu,youqishiduanqilaikan,qirukoujiazhihuobeileguandegaogu。

首先,目前AIot尚处于起步阶段,拥有多智能硬件的用户很少,缺乏联动效应。

xiaomishiguoneibujuaiotjiaozaobingxiaoyouchengjiudechangshang,zaozai2018nianjiuzichengyijianchengquanqiuzuidadewulianwangpingtai。xiaomi2019nianq3caibaoshujuxianshi,yongyou5jianjiyishanglianjiexiaomiaiotpingtaideshebei(buhanshoujihebijiben)deyonghutongbizengzhang78.7%,dadaole350wan。zengsubucuo,danzhanbirengjiaodi,zhixiangdangyuxiaoai5790wanyuehuode6%。

彩票平台wulunshijueduishulianghaishixiangduidezhanbi,yongyouduozhinengyingjiandeyonghurenghenshao。rutongpcshidaidedangediannaoyiyang,quefalianjiedezhinengyingjianhennanfahuigengdadeliandongxiaoyong。shoujichangshangsharuzhinengdianshixingye,duanqineixiangkandaoxiaoyibingburongyi,aiotdehongliqiheshizhenzhengdedaolai,dajiadoushuobuzhun。

其次,智能音箱先入为主,在流量入口和控制中心的争夺战占据优势,并且+屏化也成趋势,是智能电视一个大对手。

idcdetongjishujuxianshi,2019nianguoneidezhinengyinxiangshichangchuhuoliangdadao4589wantai,tongbizengzhang109.7%,yuzhinengdianshixiangdang。yicituisuan,guoneizhinengyinxiangdebaoyouliangzhishaozai7000wanyishang,bingyouwangzailiangsannianneichaoguozhinengdianshidebaoyouliang。erqiebixuzhichudeshi,zhinengdianshibaoyouliangzhonghaiyoubushaobujubeiaiotgongnengdelaokuanhulianwangdianshi。xiangfan,zhinengyinxiangyikaishijiushiweiaiotshengtailianjieersheng。

zhinengyinxiangjiagedi、zhandixiao、xiangyingkuaidetedian,rangtadechangjinggengweifengfu。meiguoyifenbaogaoxianshi,yonghuzuixihuanjiangzhinengyinxiangfangzaiketingheshufang(52%),qicishichufang(21%)hezhuwo(19%)。yejiushishuo,jialijihusuoyoudedifangdoushihezhinengyinxiang,erzhinengdianshizebeigudingzaiketinghewoshi。

彩票平台suizhezhinengyinxiangdefazhan,weiqitianjiayikuaipingmuzhujianchengweizhuliuzuofa。rugugehome hub、jbl link view、lianxiangsmart display、yamaxundierdaiecho show、tianmaojingling cc、xiaoduzaijiadengdeng,suirandingweidoushizhinengyinxiang,queyijiangzhinengpingzuoweibiaopei。erqie,xiangbiyong“yaokongqi”hezhinengdianshijiaohu,zhichichupingjiaohudezhinengyinxiang,yegengfuherenjijiaohudexiguan。

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zhinengdianshiyouzhedutedeyoushi,danhoulaizhexiangyicizuoweizhuashoushixianaiotbujufanchao,rengyoubuxiaodenandu。wukezhiyideshi,gezhongzhinengshebeizhong,zhinengdianshidezheikuaidaping,rengshizhenghegezhongshujuheziyuandeyigeshuniu。duanqideyucedehua,shoujidachangmendejiaru,huiranggengduodenianqingrenjienahexihuanshangzhinengdianshi,suizhedaxiaopinghudongmoshideduoyuanhua,zhinengshoujidaidongzhinengdianshireduyeshiyigehenhaodesilu。

haozai,5g+aiotshidaihaiyouhenzhangdeyiduanluzou,liujizhinengdianshi“chengzhang”deshijianhaihenzhang。

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