With the exchange and trade of products, various business methods have gradually formed, along with various business customs. The ways of doing business are generally divided into traveling merchants, sitting merchants and middlemen.
Zi Shang is a store that is open for business at a fixed location. In order to attract customers, they pay great attention to the promotion of products and facade decoration. Regardless of the amount of business, the size of the store, the store number, store sign and cover are essential. Less.
In the old days, big shops were called "Hao" and "Hong", while small ones were called "Pu" and "Dian". Every store must have a name, and large businesses usually ask famous calligraphers and dignitaries to write it. Signboards are mostly made of wooden boards and hung above the gate. The most elegant ones are decorated with gold foil or gold powder.
Traditional store names are very particular about choosing words and words. Some of them quote classics, some pay attention to the color of mouth, and some pursue uniqueness. Most of the words used mean auspiciousness, auspiciousness and harmony, such as: hair, auspiciousness, prosperity, treasure, harmony, longevity, longevity, etc. Different industries require different font sizes.
For example, the word "chi" is often used for bathrooms; the word "tang" is often used for pharmacies; the words "zhai", "ge", and "fang" are often used for bookstores; and the words "zhan,she,guan" are often used for hotels. The word "Xiang" is often used in silk shops.
Traditional shops pay great attention to their signboards, pursuing the image of their products and eye-catching logos. Some will write an extra-large character in front of the store, such as the word "dang" for pawn shop, and "jiang" for Jiangyuan. The word "wine" in the hotel and the word "tea" in the tea shop are very eye-catching and can be seen by customers from a distance. There are signboards not only outside the store, but also inside the store. They are usually placed at the end of the counter, commonly known as "Qinglong Signboard". Most of them have gold characters on a black background, and the number of characters is mostly 4. For example, the hotel is "Taibai Yifeng", the drugstore is "Heaven and Earth Tongchun", and the rice store is "Suyu Taicang", etc.
Prosperous business and abundant financial resources are the good wishes of businessmen, so the variety of shop names has the meaning of auspiciousness. In the past, most shop names were based on surnames. For example, those with the surname Zhang were called Zhangjia Laopu, and those with the surname Li were called Li Jia Laopu.
According to research, the shops in the Song Dynasty were generally like this. For example, in the famous painting "Along the River During the Qingming Festival" by the Northern Song Dynasty painter Zhang Zeduan, it can be seen that the easiest way to name a shop or workshop is to use the surname. Some also add the business they are engaged in or the goods they sell, such as "Wang Jia Luo Jin Pi Silk" Shop", "Wanjia Steamed Bun Shop", "Liu Sanshu Hardcover Calligraphy and Painting", etc.
In the book "Tokyo Menghua Lu" written by Meng Yuanlao of Shaoxing in the Southern Song Dynasty, *** mentioned more than 100 shops. Among them are "Zhangjia Hotel", "Guo Chu", "Caojia Congshi", "Wanjia Steamed Bun Shop", "Dingjia Vegetarian Tea Shop", "Zhengjia Oil Cake Shop", etc.
In Hangzhou during the Ming and Qing dynasties, store names often bore the name of the founder. Such as the famous "Hu Qingyutang National Medicine Shop", "Zhang Xiaoquan Scissor Shop", "Kong Fengchun Fragrance Powder Shop" and "Mao Yuanchang Optical Shop", etc.
Furthermore, we borrowed and transplanted the naming method of Minghaozhaihao, and gave the store a name that is unique, elegant, and has an interesting meaning. The "Qingfeng Tower" recorded in "Tokyo Menghualu" is named "Qingfeng" because it is located southwest of Longjin Bridge in Tokyo. The building is tall and suitable for enjoying the cool air. At that time, people did drink wine here during the summer months. Sima Guang of the Song Dynasty once wrote a poem "Hesun Qi's Qingfeng Tower" here. The content is: The wise princes feasted on horses and sang and drummed to make things prosperous. The night blows bring thousands of mornings, and thousands of merchants in the Qing Dynasty fall. The plains turn to sparse rain, and distant trees separate the remaining clouds. Although Song Yu can give gifts, he still needs to pay attention to the scenery.
Later generations continued this cultural tradition, and there are countless stories about the name of the font size. my country's first cosmetics company was "Xie Fuchun" in Yangzhou. "Xie Fuchun" was founded in 1830, the tenth year of Daoguang. The founder Xie Hongye named the store "Xie Fuchun", taking his surname as the first name. "Fu" means fragrance, which is connected with the word "spring", which means the fragrance of spring. "Fu" The word "Fu" is homophonic with the word "Fu", and "Fu Chun" also means rejuvenation, which means people can stay young forever.
The name of "Lou Wai Lou" in Hangzhou is even more poetic. It immediately reminds people of the famous poem by Lin Sheng, a poet of the Southern Song Dynasty, "Beyond the mountains are the green mountains and the buildings are outside the buildings, when will the singing and dancing of the West Lake stop?".
"Louwailou" was built in the 28th year of Daoguang's reign, that is, 1848. Hong Ruitang, the founder of Louwailou, was a fallen scholar. He and his wife Tao Xiuying moved from East Lake, Shaoxing to Qiantang after the death of their parents. They settled by the Xiling Bridge at the foot of Gushan Mountain and made a living by boating and fishing.
Because the couple came from Shaoxing, a land of plenty, they are very skilled in cooking fresh fish and shrimps.
They first caught fish and shrimp, selected the best ones, cooked them and sold them. After saving a little money, the couple opened a small restaurant in the Xilingqiao area.
In the same industry, because they are not owned by the same employer and vary by region, shop signs often add the word "direction". For example, "Dong Lai Shun" and "Xi Lai Shun" in Beijing, and "Dong Chun Fa" and "Xi Chun Fa" in Jilin appear to be joint numbers, but in fact they are not. However, there are also directional characters used to express joint numbers, such as Beijing East, West, South, and North Qingrentang.
Some of the font sizes of joint venture stores are taken from the names of the joint venture partners and put together. This kind of font size seems to be a covenant, or it can be said to be the short name of the shareholder. There are also numbers used to indicate the number of partners and one or two auspicious words as a sign. For example, "Shuanghe" means the cooperation of two people; "Sanyi" means the cooperation of three people; "Four Beauties" means the cooperation of four people; it is rare for people with more than five people to use numbers, and generally they like to use the word "a certain record". Representatives, such as "Gongji", "Heji", etc.
The names of some well-known commercial stores come from nicknames, but nicknames are not easy to come by. Mostly because of certain characteristics. For example, the "Goubuli" bun shop in Tianjin has a confusing name, but it is famous far and wide. Beijing's "Shaguoju" is named after cooking white meat in a clay pot.
When choosing a store name, first consider combining the characteristics of the store, that is, it must be worthy of the name, so that customers can know what it does at a glance, making it easier for customers to purchase. For example: Tongrentang, people can understand it at a glance.
Secondly, consider a simple and easy-to-remember name to attract potential customers. Of course, customers with a complex and difficult-to-remember name will be reluctant to promote you, and will also be psychologically repelled to a certain extent, unless it is particularly unique.
Furthermore, consider using an artistic name to make the store appear to be culturally rich and the owner’s face will shine.
Finally, consider a unique name. Only novelty can attract customers. Tianjin’s Goubuli steamed buns are well-known to everyone.
If you want your store to have long-term development, you can also learn from how some gold signboards were named, such as "Quanjude" and "Tongrentang". Their names are simple, elegant and elegant. The naming method, coupled with good management, has become a century-old brand.
The name of a store is of great significance. Choosing a good name will not only attract customers, but also invisibly increase financial resources. If you choose a bad name, it will not only offend customers, but also affect the development of your business. Therefore, naming your store is very important.