The other major problem with the FiiO website is that it breaks an important fundamental principle of web design: DO NOT make all the text part of big images with the graphics. It's why surfing the FiiO website can be extremely slow, especially for those of us in the in other countries with higher pings. It has to be eating more bandwidth that way because of the large images, which can potentially cost FiiO more money for the hosting service, and the slowness can discourage people from looking through the site and learning more about the products.
And then the text is unreadable unless one is sighted. That means anyone with a visual impairment can't read the text on the page with a screenreader. They don't benefit at all from any of the marketing text and product specification material available.
But more importantly, this means search engines cannot index the content. Because almost all the text on the website is stored in images, all of that content is invisible to search engines, and the way the pages are encoded, it is doubtful that a search engine can even tell what the main product of the page is. The lack of readable content can potentially have a huge impact on search engine results in all kinds of ways. For instance, if you search for "headphone amp" on Google, FiiO's website and FiiO products do not come up in the first 50 or so results (I stopped looking after that). Yet much less popular headphone amp companies do.
So yeah. It may look very nice, but it seems more like it's designed by someone with graphic design training and probably computer coding (I'm betting it might be a custom designed CMS) than a well-experienced web design professional. Good web designers stopped doing this in website design years ago because of the costly impact it can have on a company's business in terms of lost sales. It just seems like the web design company that built this for you knows absolutely nothing about search engine optimization. Even the HTML title tags on the product pages don't have the product name in them.