对手天壤之别，冰雪奇缘为Hasbro创造冰雪奇迹？
每个人心中都会有某个情节，无论他人怎样理解不了，但自己每每想起来都是美好的回忆。
小时候看动画片，深蓝色的夜空下迪士尼放着烟花的城堡，大概曾经是每个女孩子心中最美丽的梦，梦想总是美好的，所以长大以后再实现也丝毫不觉得晚。
前段时间金牌君去了趟迪士尼，于是心中美好的童真就此点燃，从来没想过动画片对一个大人能有什么触动，但当童话城堡前伴着烟花一同绽放的经典旋律引来阵阵惊呼，清冷的夜空也因为绚烂而让所有人热血沸腾，我们才意识到，梦想还像许多年前一样，美好而精彩。
好啦，煽情到此结束，接下来开始说正题。
前几天，在CNN财经的网站上看到了一篇有关于美国玩具巨头公司有人欢喜有人愁的报道，文章称，因与迪士尼合作的终止再加上受种种社会经济因素变化的影响，全球最大的玩具公司Mattel（美泰）从2016年开始就陷入困境，销售额大幅下降；而当经济学家们纷纷猜测同是世界级玩具公司的Hasbro（孩之宝）也将有糟糕表现的时候，Hasbro却大大超出人们的预期。
那么Mattel成绩的下滑会不会意味着在如今这个电子移动设备当道的年代，传统的老式玩具已经快要没落了呢？
几家欢喜几家愁究竟其中有什么故事？
为什么外界称Hasbro到今天还很景气就是借助了迪士尼的“魔力”呢？
下面我们一起来看看今天的文章吧。
一、“芭比”梦碎，Mattel走下坡路引发投资者担忧
首先来了解一下Mattel吧，它的总部位于美国加州EI Segundo，是全球最大的玩具公司，也是世界上最大的玩具制造商之一，在儿童产品的设计、生产、销售方面处于领导地位。
如果你还是感觉对这个名字有些陌生，那也没关系，因为说到它旗下的产品你一定会很熟悉，Mattel旗下最有名的就是著名玩具品牌 “芭比”，而Mattel公司的口号也是：“芭比娃娃不单单是一种玩具，而是一种时尚，一种生活方式。”
曾经“芭比”火遍世界，每个女孩子几乎都拥有过或者梦想拥有过自己钟爱的芭比公主，但是今非昔比，在2016年圣诞季过去后，Mattel对外公布了几周以来的糟糕业绩。
其实，Mettle的销售额从2016年就已经逐渐走上了下坡路，到现在总体销售额大约下降了4%。其中很大一部分原因被普遍认为是由于Mattel不再和迪士尼合作，因此停售了所有迪士尼商品，其中也包括迪士尼公主系列。
这曾经引发很多投资者的关注和担忧，第一是因为Mattel在美国以及世界的玩具业都是影响力颇深且背负盛名的巨头，它的萧条引发投资者对于现今玩具产业的思考；第二就是投资者们由此推测Mattel的最强对手Hasbro也会出现同样的窘境。
但实际上，问题好像并没有那么简单，事情也并不像投资者们预料的那样。
二、销售表现差强人意，背后原因绝不单一
那么，问题就来了，Mattel的下滑难道仅仅是因为与迪士尼合作的终止吗？
其实不然，首先，强劲的美元也给它带来了一定的冲击。
自打美国新任总统特朗普上任以来，美元持续上涨，而这样的局面对于像Mattel这样的跨国企业来说，打击着实不小，因为这严重影响了他们的境外销售利润。
其次，除了“灰姑娘”、“白雪公主”、“小美人鱼”等知名迪士尼公主系列的消失，就连Mattel自己旗下的王牌产品“芭比”以及“费雪玩具（Fisher-Price）”也在2016年出现了不同程度的销售下滑。
这其中原因也不是单一的，有一种说法认为玩具业在如今整个大环境的影响下迎来了低谷。比如在2017年1月的时候，私人玩具经销商Toys R Us就宣布节日期间位于美国的商店销售额下降了2.5%，而在国外的商店则下降的更严重，到达了5%。
还有一种说法就是大力度的各类商品促销活动也影响了Mattel的表现，比如Mattel的CEO Christopher Sinclair 表示：“现在各种大力度的商品促销活动很影响销售，很多商家会用拉低产品价格来吸引消费者，所以很多人会倾向于选择价格更低廉的玩具。”
除此之外，还有声音指出Mattel缺乏创新，特别是与迪士尼合作终止后，感觉Mattel的产品略显单薄，没有夺人眼球的卖点或是像迪士尼那样有源源不断的故事作为商品与消费者之间的纽带。
三、S&P500榜单上上演尴尬巧合，Hasbro与迪士尼强强联合
另外一个问题也引发了讨论，那就是玩具业当真出现了危机吗？
投资者们担忧的事情会发生吗？
答案是——并非如此。
为什么这么说？
很简单，因为Mattel在水深火热的同时，竞争对手Hasbro却在享用成功的果实，如此对比，真真是“冰火两重天”。
Hasbro最早是由Henry Hassenfeld和Helal Hassenfeld两兄弟于1923年在罗得岛首府普洛威顿斯（Providence）的一间小办公室里创立。
公司最初的名字叫Hassenfeld Brothers，主要销售纺织品边角料，但很快他们就拓展了其他业务，开始生产铅笔盒和教学耗材。
而接下来的转型和成功来得更是有点突然，1935年，Hasbro公司靠Monopoly（大富翁）游戏一炮而红，逐渐发展成了世界知名的玩具公司。
当新闻爆出Mattel的股份下跌了15%，成为记录美国500家上市公司股票指数的S&P500上表现最差的公司时，另一头的老对手Hasbro的股票却上升了15%，成为S&P500上表现最出色的企业，这样尴尬的巧合完美诠释了“几家欢乐几家愁”，不禁让人感叹真是造化弄人。
自从Hasbro于2016年开始与迪士尼合作后，凭借着备受欢迎的迪士尼公主系列和火到没朋友的冰雪奇缘系列，Hasbro的销售额一跃上升了52%。除此之外，像“米老鼠群星会”以及“星球大战”的系列玩具也成为了热卖商品，表现可圈可点。
四、电影元素成为传统玩具业新法宝，美女与野兽让投资者翘首以待
从Hasbro的成功来看，虽然说时代在变化需求可能稍有调整，但是传统玩具还依然有着自己的市场，不是不能发展，问题是如何发展。Hasbro的销售额中，还有一部分是来自于其他的动画影业，例如从美国梦工厂旗下的Comcast有线公司的动画形象中衍生出来的Troll toys也对销售额做出了不俗的贡献。
而Hasbro也坦言，合作伙伴品牌从2016年到现在实现了近16%的增长，Hasbro自有的品牌仅增长了2%，所以很明显Hasbro的成功很大一部分得益于它与备受好评电影的紧密合作。
所以我们到这里可以得出一个结论——传统玩具也可以发展，前提是它可以和流行的电影元素相结合。
截止2017年初，Hasbro最受欢迎的迪士尼玩具就是冰雪奇缘系列，可以说这部引起一时轰动的“冰雪奇缘”创造了属于迪士尼和Hasbro的“冰雪奇迹”，而如此看来，结合近日来媒体为迪士尼即将上映的新片《美女与野兽》铺垫好的良好口碑和声势来看，Hasbro的投资者们似乎正在等待着新商机的到来，如果一切正如他们所欲想的那般顺利，在接下来的几个月里，又会多上一件值得庆祝的乐事。
五、时代再变感情牌还是“王牌”，玩具遇上科技未来且行且看
其实总结来看也不难理解，如果问高科技对于传统玩具业是否有影响，那答案是毋庸置疑的。不过这并不代表一个行业注定的衰落，试问如今的高科技又对哪个传统行业没有丝毫影响呢？所以，传统遇上现代，首要的生存法则就是察觉趋势，然后改变。和电影的结合是如今玩具业的一大趋势，这其实就是说，虽然玩具本身从形式或者技术含量上没有太大得到变化，但却很好地结合了新时代最热的元素，通过将玩具打造成电影中深入人心的形象，而与看过电影的消费者产生情感共鸣，时代在变化，但是任你生在哪个年代终究还是跳不出感情共鸣这奇妙的怪圈，这感情牌，打得漂亮。
当然，改变的方式绝不是一种，比如Mattel 最近新上任的CEO，前Google广告执行Margo Georgiadis新官上任临危受命,她希望可以通过把公司的侧重点转移到科技上，这自然也是现在许多传统企业在做的事情，虽说当玩具遇上高科技到底能擦出怎样的火花尚且还不能下定论，但尝试改变还是值得肯定的，至于未来的故事，也只能等待时间为我们继续写下去。
分析师：李梓晗
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今日搜狐热点冰雪奇缘 影片中9首歌曲欣赏 - 影音人生 - 极速社区
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<em id="authorposton14-2-15 07:17
05:57 上传
&&第1首，《Frozen Heart》（冰冻的心）
06:13 上传
FROZEN HEART
Ice Sellers:
Born of cold and winter air and mountain rain combining
This icy course both foul and fair has a frozen harbor lining
So cut through the heart, cold and clear
Strike for love and strike for fear
See the beauty, sharp and sheer
Split the ice apart and break the frozen heart
Watch your step! Let it go!
Watch your step! Let it go!
Beautiful! Powerful! Dangerous! Cold!
Ice has a has a magic, can't be controlled
Stronger than one, stronger than ten
Stronger than a hundred men!
Born of cold and winter air and mountain rain combining
This icy course both foul and fair has a frozen harbor lining
So cut through the heart, cold and clear
Strike for love and strike for fear
There's beauty and there's danger here
Split the ice apart, beware the frozen heart
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第2首，《DO YOU WANT TO BUILD A SNOWMAN》（想去堆雪人吗？）
06:22 上传
DO YOU WANT TO BUILD A SNOWMAN
Anna(Age 5):Do you Want to Build a Snowman?
C'mon let's go and play.
I never see you anymore.
Come out the door,
It's like you've gone away.
We used to be best buddies
and now we're not.
I wish you would tell me why.
Do you Want to Build a Snowman?
It doesn't have to be a Snowman.
(Elsa: Go away, Anna!) Okay, bye.
Anna (Age 9): Do you Want to Build a Snowman
or ride our bikes around the halls?
I think some company is overdue...
I've started talking to
the pictures on the walls.
Hang in there, Joan.
It gets a little lonely,
all these empty rooms,
just watching the hours tick by.
Anna (Age 18): (knocks) Elsa?
Please I know you're in there,
people are asking where you've been,
They say 'have courage';
and I'm trying to,
I'm right out here for you.
Please let me in.
We only have each other.
It's just you and me.
What are we gonna do?
Do you want to Build a Snowman? (sniff).
--------------------------------------------------------------------------------
第3首，《FOR THE FIRST TIME IN FOREVER》（好久没在生命里）
06:37 上传
FOR THE FIRST TIME IN FOREVER
Anna: The window is open, so's that door
I didn't know they did that anymore
Who knew we owned eight thousand salad plates?
For years I've roamed these empty halls
Why have a ballroom with no balls?
Finally they're opening up the gates
There'll be actual real live people
It'll be totally strange
But wow, am I so ready for this change
'Cause for the first time in forever
There'll be music, there'll be light
For the first time in forever
I'll be dancing through the night
Don't know if I'm elated or gassy
But I'm somewhere in the zone
'Cause for the first time in forever
I won't be alone
Anna: I can't wait to meet everyone! (gasp)
What if I meet... the one?
Tonight imagine me gown and all, fetchingly draped against the wall
The picture of sophisticated grace
I suddenly see him standing there, a beautiful stranger, tall and fair
I wanna stuff some chocolate in my face
But then we laugh and talk all evening,
Which is totally bizarre
Nothing like the life I've lead so far
For the first time in forever
There'll be magic, there'll be fun
For the first time in forever
I could be noticed by someone
And I know it's totally crazy
To dream I'd find romance
But for the first time in forever
At least I've got a chance
Elsa: Don't let them in, don't let them see
Be the good girl you always have to be
Conceal, don't feel, put on a show
Make one wrong move and everyone will know
Elsa (Anna): But it's only for today (It's only for today)
This agony awaits (This agony awaits)
Tell the guards to open up the gates (The gates)
Anna (Elsa): For the first time in forever (Don't let them in, don't let them see)
I'm getting what I'm dreaming of (Be the good girl you always have to be)
A chance to change my lonely world (Conceal)
A chance to find true love (Conceal, don't feel, don't let them know)
Anna: I know it all ends tomorrow,
So it has to be today
'Cause for the first time in forever
For the first time in forever
Nothing's in my way!
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第4首，《Love Is an Open Door》（爱的门打开了）
06:45 上传
LOVE IS AN OPEN DOOR
Anna: Okay, can I just, say something crazy?
Hans: I love crazy!
Anna: All my life has been a series of doors in my face
And then suddenly I bump into you
Hans: I was thinking the same thing! ‘cuz like
I've been searching my whole life to find my own place
And maybe it's the party talkin' or the chocolate fondue
Anna: But with you (but with you)
Hans: I've got my place (I see your face)
And it's nothing like I've ever known before
Love is an open door
Love is an open door
Love is an open door
With you (with you)
With you (with you)
Love is an open door
Hans (Anna): I mean it's crazy (what?!)
We finish each other's — (sandwiches)
That's what I was gonna say!
Anna: I never met someone
Who thinks so much like me (Jinx! Jinx again!)
Our mental synchronization
Can have a quaint (?) explanation
(Hans) You (Anna) and I (Hans) were (Anna) just (Hans/Anna) meant to be
Say goodbye (say goodbye) to the pain of the past
We don't have to feel it any more
Love is an open door
Love is an open door
Life can be so much more
With you (with you)
With you (with you)
Love is an open door
Hans: Can I say something crazy? Will you marry me?
Anna: Can I say something even crazier? Yes!
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第5首，《Let It Go》（随它吧）
06:49 上传
The snow glows white on the mountain tonight
Not a footprint to be seen
A kingdom of isolation
and it looks like I'm the queen
The wind is howling like this swirling storm inside
Couldn't keep it in, Heaven knows I've tried
Don't let them in, don't let them see
Be the good girl you always have to be
Conceal, don't feel, don't let them know
Well, now they know
Let it go, let it go
Can't hold it back anymore
Let it go, let it go
Turn away and slam the door
I don't care what they're going to say
Let the storm rage on
The cold never bothered me anyway
It's funny how some distance makes everything seem small
And the fears that once controlled me can't get to me at all
Its time to see what I can do
To test the limits and break through
No right, no wrong, no rules for me
Let it go, let it go
I am one with the wind and sky
Let it go, let it go
You'll never see me cry
Here I stand and here I stay
Let the storm rage on
My power flurries through the air into the ground
My soul is spiraling in frozen fractals all around
And one thought crystalizes like an icy blast
I'm never going back, the past is in the past
Let it go, let it go
And I'll rise like the break of dawn
Let it go, let it go
That perfect girl is gone
Here I stand in the light of day
Let the storm rage on
The cold never bothered me anyway
--------------------------------------------------------------------------------
第6首，《Reindeers Are Better Than People》（驯鹿的心比人好）
06:52 上传
REINDEERS ARE BETTER THAN PEOPLE
Kristoff: Reindeers are better than people
Sven, don't you think that's true?
Kristoff as Sven: Yeah, people will beat you
and curse you and cheat you
Every one of them's bad except you
Kristoff: Oh, thanks buddy
But people smell better
than reindeers Sven, don't
you think that I'm right?
Kristoff as Sven: That's once again true,
for all except you
Kristoff: You got me, let's call it a night
(Good night)
Don't let the frost bite bite
--------------------------------------------------------------------------------
第7首，《In Summer》（在夏天）
06:55 上传
Olaf: Oh I don't know why, but I've always loved the idea of summerrrr. And the sun, and all things hot!
Kristoff: Really?
I’m guessing you don’t have much experience with heat.
Olaf: Nope! But sometimes I like to close my eyes,
and imagine what it’d be like when summer does come
Bees they'll buzz, kids will blow dandelion fuzz
And I’ll be doin’ whatever snow does in
summer. A drink in my hand,
my snow up against the burning sand
Prob'ly getting gorgeously tanned in summer.
I’ll finally see a summer breeze,
blow away a winter storm. And find
out what happens to solid water
when it gets warm! And I can’t
wait to see, what my buddies
all think of me. Just imagine
how much cooler I’ll be in summer.
Dah dah, da doo, uh bah bah bah bah bah boo
The hot and the cold are both so intense
Put 'em together it just makes sense!
Rrr Raht da daht dah dah dah dah dah dah dah dah doo
Winter’s a good time to stay in and cuddle
But put me in summer and I’ll be a — happy snowman!
When life gets rough, I like to hold on to my dream
Of felaxing in the summer sun, just lettin’ off steam
Oh the sky would be blue, and you guys will be there too
When I finally do what frozen things do in summer
Kristoff: I’m gonna tell him
Anna: Don’t you dare!
Olaf: In summer
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第8首，《FOR THE FIRST TIME IN FOREVER》（好久没在生命里）
07:03 上传
(Reprise)重奏
Anna: Please don't shut me out again,
Please don't slam the door
You don't have to keep your distance anymore
'Cause for the first time in forever,
I finally understand
For the first time in forever,
We can fix this hand in hand
We can head down this mountain together
You don't have live in fear
'Cause for the first time in forever,
I will be right here
Elsa: Anna
Please go back home, your life awaits
Go enjoy the sun and open up the gates
Anna: Yeah, but —
Elsa: I know
You mean well, but leave me be
Yes, I'm alone, but I'm alone and free
Just stay away and you'll be safe from me
Anna (Elsa): Actually we're not
(What do you mean you're not?)
I get the feeling you don't know
(What do I not know?)
Arendelle's in deep, deep, deep, deep snow
Elsa: What?!
Anna: You've kind of set off an eternal winter... everywhere
Elsa: Everywhere?
Anna: Well, it's okay, you can just unfreeze it
Elsa: No, I can't, I — I don't know how!
Anna: Sure you can! I know you can!
Anna (Elsa): 'Cause for the first time in forever,
(I'm such a fool, I can't be free)
You don't have to be afraid
(No escape from the storm inside of me)
We can work this out together
(I can't control the curse)
You'll reverse the storm with me
(Anna, please, you'll only make it worse!)
Don't panic (There's so much fear)
We'll make the sun shine bright (You're not safe here)
We can face this thing together (No!)
We can change this winter weather, and everything will be...(I CAN'T!)
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第9首，《Fixer-Upper》（改善目标）
07:09 上传
FIXER UPPER
Hulda: What’s the issue, dear?
Why are you holding back from such a man?
Is it the clumpy way he walks
or the grumpy way he talks?
Or the pear-shaped, square-shaped
weirdness of his feet?
And though we know he washes
well-he always ends up sort of smelly
But you’ll never meet a
fellow who’s as sensitive and sweet!
So he’s a bit of a fixer-upper,
so he’s got a few flaws
Like his peculiar brain-dear,
his thing with the reindeer
That’s a little
outside of nature’s laws!
So he’s a bit of a fixer-upper,
but this we’re certain of
You can fix this fixer-upper
up with a little bit of love!
Kristoff: Can we please just
stop talking about this?
We’ve got a real, actual problem here
Hulda: I’ll say! So tell me, dear —
Is it the way that he runs scared,
or that he’s socially impaired
Or that he only likes
to tinkle in the woods — what?!
Are you holding back your
fondness due to his
unmanly blondness
Or the way he covers
up that he’s the honest goods
He’s just a bit of a fixer-upper,
he’s got a couple of bugs
His isolation is confirmation
of his desperation for human hugs
So he’s a bit of a fixer-upper,
but we know what to do
The way to fix up this fixer-upper
is to fix him up with you!
Kristoff: ENOUGH! She is engaged
to someone else, okay?!
So she’s a bit of a fixer-upper,
that’s a minor thing
Her cloak (?)
engagement is a flex (?)
arrangement
And by the way I don’t see no ring!
So she’s a bit of a fixer-upper,
her brain’s a bit betwixt
Get the fiance out of the way and
the whole thing will be fixed
We’re not saying you can change her,
‘cuz people don’t really change
We’re only saying that love —
of course — is powerful and strange
People make bad choices if they’re mad,
or scared, or stressed
Throw a little love their way
(throw a little love their way)
and you’ll bring out their best
True love brings out their best!
Everyone’s a bit of a fixer-upper,
that’s what it’s all about!
Father! Sister! Brother!
We need each other to raise
us up and round us out
Everyone’s a bit of a fixer-upper,
but when push comes to shove
The only fixer-upper fixer
that can fix up a fixer-upper is —
True, true, true, true,
true, true, love
True love, love, love,
love, love, true love
Troll: Do you, Anna,
take Kristoff to be
your troll-fully wedded —
Anna: Wait, what!?
Troll: You’re getting married!
--------------------------------------------------------------------------------
结尾《Vuelie》（大地之歌）
--------------------------------------------------------------------------------
07:16 上传
总评分:&八豆 + 120&
声望6 精华1帖子八豆14448 积分15238注册时间最后登录
电脑公司总经理
<em id="authorposton14-2-15 07:17
占楼 用于更新中文版歌曲
小伙伴们都惊呆了
总评分:&八豆 + 20&
声望6 精华1帖子八豆14448 积分15238注册时间最后登录
电脑公司总经理
<em id="authorposton14-2-15 07:20
再占一层 备用
补充内容 ( 03:20):
人人的资源链接
声望5 精华0帖子八豆12527 积分13377注册时间最后登录
柜台小老板
<em id="authorposton14-2-15 09:52
片子很棒，喜欢
声望5 精华0帖子八豆12527 积分13377注册时间最后登录
柜台小老板
<em id="authorposton14-2-15 09:53
let it go 最好听
声望1 精华1帖子八豆10437 积分12103注册时间最后登录
柜台小老板
<em id="authorposton14-2-15 12:25
哇塞，这个好！
声望1 精华1帖子八豆10437 积分12103注册时间最后登录
柜台小老板
<em id="authorposton14-2-15 14:24
Do you, Anna,take Kristoff to be your troll-fully wedded —
这句笑疯了，太有才了！！
声望10 精华10帖子八豆7074 积分7924注册时间最后登录
电脑公司销售员
<em id="authorposton14-2-15 14:24
声望0 精华0帖子八豆1050 积分1058注册时间最后登录
珠江路上卖盒饭的
<em id="authorposton14-2-15 17:36
用心了 好电影 好音乐 赞一个～
声望0 精华0帖子八豆1015 积分5024注册时间最后登录
头像被屏蔽
<em id="authorposton14-2-19 09:54
声望6 精华1帖子八豆25165 积分43013注册时间最后登录
<em id="authorposton14-2-20 09:23
先送上40豆!
难得的好片子,楼主能不能更新中文版和英文的下载版高品质音乐?
这是嘛玩意？有啥用？楼主你哪个单位的，到这里卖这个东西有神马手续？是神马动机？难道没看见楼上的小伙伴都惊呆了？
声望6 精华1帖子八豆25165 积分43013注册时间最后登录
<em id="authorposton14-2-20 09:24
还有Let It Go 金坷垃版本,搞笑阿!
这是嘛玩意？有啥用？楼主你哪个单位的，到这里卖这个东西有神马手续？是神马动机？难道没看见楼上的小伙伴都惊呆了？
声望0 精华0帖子八豆9932 积分12364注册时间最后登录
柜台小老板
<em id="authorposton14-2-20 09:58
片子真心棒。看了2遍了。
声望6 精华1帖子八豆14448 积分15238注册时间最后登录
电脑公司总经理
<em id="authorposton14-2-20 23:13
波斯气球 发表于
先送上40豆!
难得的好片子,楼主能不能更新中文版和英文的下载版高品质音乐? ...
奇怪了&&为啥2 ,3楼不能编辑了
无损OST版&&音轨按照CD划分(仅供试听,请支持正版)：
声望6 精华1帖子八豆14448 积分15238注册时间最后登录
电脑公司总经理
<em id="authorposton14-2-20 23:59
波斯气球 发表于
先送上40豆!
难得的好片子,楼主能不能更新中文版和英文的下载版高品质音乐? ...
再贴个MPEG-4 音频 (.m4a)的
（256K/AAC）
声望6 精华1帖子八豆14448 积分15238注册时间最后登录
电脑公司总经理
<em id="authorposton14-2-21 06:43
转个各种语言版本的合集, 部分音质模糊,应该是影院现场录的
声望6 精华1帖子八豆14448 积分15238注册时间最后登录
电脑公司总经理
<em id="authorposton14-2-21 06:54
各种语言版本Let It Go
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<em id="authorposton14-2-21 21:46
累计在线时长超过1000小时
十二生肖o蛇
参加神秘活动获得
别逼我变形
美系车主，用户在指定帖子中申请获得
十二生肖o马
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论坛元老，论坛创始到2004年间注册且发帖数大于200的论坛用户。
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