德国beateuhse品牌发展史.doc

品牌故事

The history of the Beate Uhse company is also a great part of the story of an extraordinary woman and strong personality: Beate Uhse. She gave the company both its name and character.

Beate Uhse 情趣巨子的崛起，背后是一位极为不平凡女性的传奇传记。Beate Uhse 大胆地以其本名命名这一品牌，为这一传奇品牌注入了

一如其本人的，强烈个性。

Even as a child, Beate Uhse wanted to be a high-flyer. The little girl, who was born on 25 October 1919 to an East Prussian squire and his doctor wife, dreamt of a life in the skies.

Beate Uhse，出生于 1919 年 10 月 25 日，父亲是东普鲁士乡绅而母亲则是一位医生。然而自从孩提时起，Beate Uhse 却对天空有着谜一样

的向往，总是梦想成为一名翱翔天际的飞行员。

1936

At the age of 17, Beate Uhse finally fulfilled her childhood dream. She was the only female in a group of 60 student pilots, and she gained her pilots licence in 1936. Her career in the skies was finally ready for take-off.

17 岁时，Beate Uhse 最终实现了她孩提时的梦想。1936 年她终于获取飞行执照，在同期的 60 个飞行学员中，她是唯一的一名女性。Beate Uhse 的翱翔梦想，蓄势待发。

1945

In the spring of 1945, Beate Uhse fled the surrounded city of Berlin in a twin-engine army plane, and settled in North Friesland with her two year old son Klaus. The now refugee, mother and widow had to build a new existence for herself, and as courageously and purposefully as she realised her first career as an aviation pilot, Beate Uhse started her second career as an enlightener of the German nation.

1945 年春，柏林被包围，Beate Uhse 携其 2 岁的儿子驾驶一架军用

双引擎飞机逃离了柏林，最终定居于北弗里斯兰省。在实现了其第一个

飞行梦想之后，Beate Uhse 作为一名寡妇和 2 岁儿子的母亲，决定重新

开启新的生活，这一决定使其成为了当时整个德国的启蒙者。

1946

Beate Uhse moved to Flensburg in 1946 and started her first education campaign. After the war was over, women not only had to worry about food and accommodation, but also about the problems of unwanted pregnancies. Contraceptives were non-existent, and Beate Uhse saw this gap in the market and advised women about natural methods of contraception. In 1946, she put together a pamphlet describing the Knaus-Ogino rhythm method. This pamphlet was called "Schrift X", and was the foundation stone of the Beate Uhse company.

1946 年 Beate Uhse 搬到了弗伦斯堡，在这里她首次接触了民众教

育运动。她了解到，战争结束后，女性不仅要担心食宿问题，还有意外

怀孕的困扰。在那时尚未有避孕药物的存在，Beate Uhse 发现了这一市

场空缺，并在初期建议女性采用自然的避孕方法。1946 年她发布了奥-

克二氏避孕法（安全期避孕法）指导手册。这个小册子后来被称为“X”

避孕宣传单，是后来 Beate Uhse 品牌成立的基石。

1948

Beate Uhse married the Flensburg businessman Ernst-Walter Rotermund in 1948. The mail-order business was also launched in that year. With the help of her second husband, the young businesswoman widened her product range, and even began selling condoms among other items.

Beate Uhse 后来于 1948 年改嫁了弗伦斯堡的商人，Ernst-Walter Rotermund。同年，Beate Uhse 在其丈夫的帮助下，推出了邮购业务，逐

渐扩展了产品范围，甚至开始销售避孕套等商品。

1952

The company brochure is comprised of 8 pages folded together. Books regarding sexual enlightenment, condoms and creams were being sold by the company. Naturally, these were only intended for sex within the marriage, and nothing was described in explicit detail.

当时的公司简介手册共印刷有 8 页，这一小手册主要宣传其避孕套

和霜油等辅助情趣产品，成为二战后德国的性启蒙指导手册。当然，在

当时的社会情境下产品都只是服务于合法婚姻内的夫妻生活，并未包含

任何其它领域的使用描述。

1962

1962 saw Beate Uhse open the world's very first sex shop, which was named "The Institute for Marital Hygiene". The product range included lingerie, magazines, books, contraceptives, pharmaceutical preparations and stimulatory products. Erotic films were not part of the range at this stage!

1962 年 Beate Uhse 开张世界上第一个性用品商店，该商店被命名为“婚姻卫生研究所”，产品范围包括内衣、杂志、书籍、避孕药、情

趣药物制剂和情趣刺激产品。当时情色电影尚未包含其中。

1971

Due to immense customer demand, the wise businesswoman placed her efforts into opening a chain of stores to cope with the wishes of her loyal customers. By 1971, the company had opened 25 shops within Germany.

由于巨大的客户需求,Beate Uhse 开始着力为忠实客户打造一条覆盖面积更为广发的连锁商链，直到 1971 年，Beate Uhse 在全德国已拥有

25 家实体商店。

1975

In the first years of the company, its principal purpose was contraception and education. Once the strict pornography regulation laws were relaxed in the mid 1970s, the sex industry in Germany boomed, and Beate Uhse shops sprung up like wild mushrooms!

在公司刚刚开始成立的第一年，Beate Uhse 的初衷还只是帮助女性民众做好避孕和性教育工作。然而直到 20 世纪 70 年代中期，德国严格

的色情监管法律开始松动，自此开始德国的性产业蓬勃发展，Beate Uhse

更是成为产业前驱者，Beate Uhse 的实体情趣商店如雨后春笋般的涌现。

1980

The company carried the name "Versandhaus Beate Uhse" since February 1951, and so was registered in the Flensburg trade register under this name. Beate Uhse-Rotermund consciously retained the name of her first husband. Uhse is a much shorter name, and the name became the brand - and one does not make such a change except when necessary.

自 1951 年 2 月以来，品牌一直沿用在弗伦斯堡注册的“Versandhaus Beate Uhse”名字，我们的女传奇，Beate Uhse-Rotermund，也一直有
意识地在她自己的名字里保留她第一任丈夫的姓名。但后来为了进一步

打造品牌，Beate Uhse 毫不犹豫地缩短修改其名称，正式更名为：Beate Uhse.

1981

The Beate Uhse Aktiengesellschaft was founded in 1981, and was streamlined into separate business sections. Beate Uhse-Rotermund's sons Klaus and Dirk Rotermund took control of the mail-order and distribution business, and Beate Uhse-Rotermund continued to manage the shops and wholesale business with her son Ulrich.

Beate Uhse Aktiengesellschaft 成立于 1981 年,公司开始精确划分业务分工。Beate Uhse 和 Rotermund 的儿子 Klaus 和 Dirk 分别负责邮购和分销业务,而 Beate Uhse 依然同其前夫的儿子 Ulrich 继续管理实

体情趣商店和批发业务。

1999

The company entered the Frankfurt Stock Exchange in 1999. With the issuing of the first German "erotic share", Beate Uhse displayed entrepreneurial foresightedness. It was the correct strategic step for the international expansion of the company. The acquisition of the Dutch retail-chain business Sandereijn and the mail-order company Pabo were the first milestones on the journey to be the number one player in the erotic industry.

公司在 1999 年进入法兰克福证券交易所，发行了德国的第一支“情

色股票Beate Uhse 再次证明了自己具有十分敏锐的前瞻力。这对于品

牌来说是一步非常关键的国际扩张战略步骤。而收购荷兰零售连锁店业

务 Sandereijn 和邮购公司 Pabo，则是 BU 成为情趣行业巨子的重要里程

碑。

2001

Beate Uhse-Rotermund died on 16 July 2001 following a battle with pneumonia.In Hungary, the own production of high quality rubber and silicone products was started up under the trademark "Lavetra".

Beate Uhse-Rotermund 最终在与肺炎的痛苦斗争中，于 2001 年 7

月 16 日逝世。

在匈牙利,BU 集团自己生产的高质量橡胶、硅胶产品，成功申注品

牌“Lavetra”。

2002

In memory of the company foundress, the Beate Uhse company announced the winner of the first "Female Entrepreneur Award", who

received an endowment of EUR 10,000.The Beate Uhse brand received a new corporate design. The number "69" symbolised the company's promise to "sex up your life".

为了纪念 Beate Uhse 所作出的卓越社会贡献，BU 集团决定成立“女

性创业家”基金，将奖励女性创业者 10000 欧元。

BU 集团重新设计了品牌形象，并以数字“69”作象征，表示承诺“解

放你的性生活”。

2003

The members of the SG Flensburg-Handewitt handball team show of their sexier side: their shorts were now emblazoned with the Beate Uhse logo.Beate Uhse purchased the Dutch retail sales chain "Christine Le Duc", thereby bringing 67 Beate Uhse shops to the Dutch market.

SG Flensburg-Handewitt 手球队的球员展示自己性感的一面:他们的短裤现在印有 Beate Uhse 标志。

Beate Uhse 收购荷兰零售连锁店“Christine Le Duc”,从而于荷兰市场拓张了 67 家 Beate Uhse 连锁商店。

2004

Mae B, the first sex shop chain aimed at women, opened its doors in Hamburg. The department store "Karstadt" and the "Kaufmannshaus" on the "Bleichenbrücke" received an erotic boost.

The SG Flensburg-Handewitt handball team win the German Handball League Cup, and present themselves and their sponsor Beate Uhse as the top team from the high northlands.

Mae B，作为第一家只针对女性的性用品连锁商店，是 BU 集团旗下于汉堡创立的品牌。这一品牌的创立，无疑是 Karstadt、 Kaufmannshaus

和 Bleichenbrücke 三家百货公司在情趣业上的共振互动。

SG Flensburg-Handewitt 手球队 2004 年赢得德国手球联赛杯冠军。现在，他们在 BU 的赞助下，成为北欧的顶级球队。

2005

In 2005, the Beate Uhse Female Entrepreneur Award was awarded nationwide. The prize was awarded to Brigitte Strahwald und Eva-Maria Jahn.Beate Uhse took a very active role in the "Media Sailing Event", the largest floating press conference in Europe.With the start of BLUE MOVIE, Beate Uhse enters the completely erotic television business.