贺论坛搬迁成功 - 发最近收的仨RR

贺论坛搬迁成功，发近日收到的仨稀有的英国产劳斯莱斯银影II，祝论坛蒸蒸日上！

先来一张合照



第一辆，银灰色车身，正常发行是红内饰，这辆是象牙内饰





第二辆，金属红车身，正常发行大部分是象牙内饰，这辆是红内饰





第三辆， 奶白色车身，这辆是试制品





这仨当然要在展示架上占一席位

小弟的火柴盒劳斯莱斯完全帖自去年起帖以来，近日终于更新到70%，大家可以先随便看一看，希望今年能够完成：   http://bbs.gommcc.com/forum.php?mod=viewthread&tid=10124

顺便也为大家带来一则消息，最近有国外藏家在讨论他们对火柴盒近况的不乐观，然后一老外转载了他去年与一美泰高层的对话内容关于美泰内部到底怎么看待火柴盒及其前景（这绝非大使报告那种官方回应），相信大家会感兴趣。

我先节录其中两段，原文链接下附：

[size=13.1999998092651px]As for Matchbox, my main thoughts are Mattel has completely f***ed the brand. Obviously they want their own brand, Hot Wheels, to be number one in the industry, which on sheer volume, it is. My guess is that Mattel tried hard with the brand at the outset as it may have been seen to be uncompetitive had it not which may have raised the ire of US regulators. Now that they have owned the brand for coming on 18 years, it doesn’t matter that they are knobbling Matchbox in favour of Mattel. Have they f***ed the brand deliberately or is it just poor management?

[size=13.1999998092651px]Mattel has never tried to hurt matchbox or ever tried to make it shrink. Regulators have nothing to do with it in any way.  The issue is real simple. Hot Wheel stands for fast.  Matchbox stands for real.  95% of kids in the world would rather have fast than real.  Especially since die cast really goes from 2-5 years old.  Hot wheels will always be bigger because that universal truth.  Fast is more exciting to a kid that real.

As to mismanagement, I can't speak to that really.  Mattel has poured tens of millions of dollars into marketing the brand and it is going nowhere.  There are so many other knock off brands that stand for real, it is hard to complete, because it is so much cheaper.  Kids don’t care if the real one is a matchbox or a private label and mom will always buy the cheap one.  Hot Wheels is a different story. Until very recently, the whole design team was different for matchbox vs hot wheels.

To make sure we could make a huge point of difference. We significantly increased our castings.  Spent a fortune with the cliff-hanger playsets (tested huge!! but we couldn’t get the benefit across) and with Big Boots (great toy, positioned against adventure nor real but well within the positioning of how matchbox evolved)

[size=13.1999998092651px]What is the long term plan for Matchbox?

[size=13.1999998092651px]It will never go away.  It is too important.  If Mattel didn’t have a real brand someone else would create a version of it and that would attack hot wheels.  Plus, great items and lines come out of the brand.  It isn’t going anywhere, but it has to stabilize.  It keeps falling in size so the investment is less.  This next couple of years is important.  The last plans I saw had the same or more castings through.  Planned for the future. Let’s put it this way, based on the volume it creates, Mattel spend more as a percentage than it does for hot wheels.  As a %.  They invest in the brand.  The issue is the items haven’t delivered.

原文：
http://keefyd.blogspot.co.uk/2014/01/conversations-about-matchbox-1.html
http://keefyd.blogspot.co.uk/2014/01/conversations-about-matchbox-2.html

抢沙发，最后一张霸气！

太牛了！不看底盘肯定以为是匈牙利产的，这些试制品都是可遇不可求的大珍啊！佩服尉迟版主！

没有人阅读底下的文字信息吗？这里面折射的信息量是非常巨大的。

会不会就像高层的微博一样，只代表个人观点呢？

保护和稳定是主题，不伤害mbx，但也不能打击hw。官方对mbx的投入并不少，只是还未看到明显的收益。上半段文字说mbx代表真实，而hw代表的是速度与激情，孩子更热衷于追求速度，多过真实。是否可以理解近期mbx大量原创和探险主题的实施就源于此。但是我觉得如果mbx真的代表真实世界，那为何又要改变其已有的定位呢？

RR叹为观止啊

美泰的大实话终于说出来了。这话说的太明确了，我们就是要吃着碗里的还不让别人碰锅里的

我说配色真美看着都好奇怪呢！

最后的这个问答很有意思，貌似这个网站被墙了，我再录两段上来：
Why so many crap castings? (By this I think it means why the brand direction is realism, yet the castings churn out to be fantasy or such vague castings that don't actually nod to realism.......by realism we (collectors and parents) would like to see Fords, Alfa Romeo's, Nissan, Vauxhall, Holden (there has been a Holden casting of late), etc replacing generics for much of the range) -
Because we need to get rid of all the bad ones over time.  But one big reason is that we pay a royalty on all these.  A generic pays no royalty.  So we are always torn with paying that and making it just look like one. Little kids don’t care about the license.  Our research shows that time and again.  So it is a balance.

The real reason for the change of direction from the, at least I think, highly successful realistic direction set in train by John Coyne to Hero City Mark 2? Was Matchbox taking too much volume away from Hot Wheels?
Because tons of competitors started with more realistic lines especially TRU and Walmart and we started to get killed.  We needed to make a change.  It has NOTHING AT ALL to do with hot wheels.  Listen, the VP that manages it controls both.  He wants them both to be as big as possible because then he gets paid. As to whether the change was a good or bad idea?  I can’t say.  Coyne did a good job.
On royalties:
Hot wheels equals fast. So they get the fast castings. And the brand can afford it. Mbx management waffles a bit on the need for generics vs authentic. And that is why you see it ebb and flow.

我的感受：
看完这几段问答，我觉得值得欣慰的是，美泰还是希望火柴盒发展好的，至少不是慢慢任由其自生自灭 ...但是我觉得火柴盒还是应该坚持他的真实，虽然孩子们更喜欢速度快五颜六色的火辣小跑车，但是这不意味着真是的车型就没有人喜欢...除了收藏者，还有家长，还有那些年龄大一些的孩子，因为他们对于风火轮里那些真实车型一样趋之若鹜。一个产品线里半数充斥着糟糕的原创车的品牌怎么好意思说自己坚持真实？如果火柴盒还在纠结授权费，纠结有没有孩子买他的真实车型，只会迷失自己，最终消亡......

说的没错，xiang我们这个年纪的，更多的还是为了这个品牌，为了真实车型而收，原创车只会令我厌恶，因为违背了我收车的初衷 回复 10# qd52

其实站的立场不同，看到的问题的本质差别很大。
美泰是厂商，主要考虑的是利润和成长性。
我们玩家（收藏），更多考虑的是个人喜好和其中的文化沉淀。
但我们不应该忽略一个大的消费人群：小孩子。
我们收车，一批货到，只选3-10个不错的，很少有全收，而且目的性很强。
但小孩子买车，一下就买好几个，而且人群基数很大，出货量很大。
在我经常去买车子的一个反斗城，观察过多次，帮过小朋友选车，也问过不少家长。
他们选车的标准很简单：个头大、造型酷、颜色炫！
以上这些，很好的折射出美泰的面临的矛盾。
玩家人群数量少，要求高，回报（流动）不大。
反观主流市场（小孩子），出货量大，资金回收快。

当然上面这些只是火柴盒和HW的低端市场的一个表现。高端层面不了解，就不说了。

我们这些收藏人士，不是美泰的主要盈利群体，而小孩子是很大的市场，而且是未来可持续发展的动力，所以一切的收藏都是小众的，最后都只能进”博物馆“。我们小的时候不也是这样吗，也是把这些小车当做玩具，收藏是长大以后的事情。

怎么说呢每个人观点都不一样，但每个人的观点都有独到之处，毕竟自己最了解自己，小时候很多玩具，有的已经一文不值 有的还是宝，我们下一代，会不会收藏他们玩过的小车，值不值得收藏，这些疑问，也只有他们才能知道了。

银色-象牙搭配最和谐。MBX的路子没错，原创车走量，真实车培养大孩子成为潜在的忠实买家，就是要掌握好平衡