As a result, I stared at it again and searched carefully...
Later he discovered that there was indeed none.
The tavern jointly opened by Kang Shude and Zhang Dashao looks like a long, five-bay room, but this shop has no sign or plaque.
There is only a red and black lettering on the door of the store that says "Have a drink at your leisure".
On both sides of the door is a couplet, "The universe is great in the wine, the sun and the moon are long in the pot."
The calligraphy is really good and the meaning is good, but this is definitely not the name of the store.
In Ning Weimin's eyes, if there were no plaques and signboards, how would it look like a shop doing business?
Hey, there is something interesting though.
That is, under the eaves on the right side of the main entrance of the tavern, there is a very eye-catching red object hanging from a wire.
When the wind blows, it swells and spins around from time to time.
What the hell is this?
Don't be busy, if anyone sees it clearly, they will definitely laugh out loud.
Qingqing is a large gourd with red paint and a crooked mouth, with a wooden old coin attached to it and several strips of red silk.
There are also two big characters written in black paint on the gourd, one side is "Kang" and the other side is "Zhang".
"Old man, your store looks really fresh. Why doesn't it even have a name? And you're so cool with this gourd. I knew you opened a tavern, but I thought you were going to sing ""
"Running at Night"? Hey, tell me, there is a big red-tasseled gun placed at the door. If people look at it, they will think that Lin Chong is drinking inside."
Ning Weimin couldn't help his curiosity and joked a few words.
Unexpectedly, his lack of understanding turned out to be his ignorance, which completely exposed his ignorant side.
"You know nothing about your kid. You've only been doing business for a few days? Don't always be so self-righteous. You're so weird."
Kang Shude's first words confirmed Ning Weimin's doubts, and then he even taught him a shameless lesson.
"Where is this? Capital City. What kind of business am I running? A tavern in Capital City. In this case, you must follow the trading rules of Capital City. Otherwise, it will make people laugh. Have you seen this gourd? This is called a cover.
It is also called "Shizhao". Did you see the words above? What is the name of the store? This is the name of the store. Whether it is Kangji, Zhangji, or Kangzhangji, you can call it whatever you want. But I'm telling you, just hang this
, others can tell at a glance that this is my tavern. Is there still a need for a signboard?"
By now, Ning Weimin had realized that the cognitive difference made him laugh.
But he was a little unwilling to do so, and his face couldn't be improved.
The second one is also a little interested and wants to get to the bottom of it.
So in a blink of an eye, he continued to insist on making strong arguments.
"Old man, I don't agree with what you say. According to what you say, what kind of signboards and plaques do the villas in the capital need? They can all hang wine gourds. Besides, you are also particular about old age. Now
What era is this? Who still knows this? Just the name of your store, don’t write it clearly, young people can understand it, only older people can understand it. When we do business, you can’t just point at older people.
Are you coming? So I think you should at least have a signboard with a brand name."
Little did he know that his doubts were still completely rejected by Kang Shude, but he ended up even more humiliating himself.
"You can go cool down somewhere for me. It doesn't matter if you don't understand. I'm afraid you, a smart guy like you, will insist on pretending to be an expert. I also tell you that Master Zhang and I opened this small shop just to relieve our boredom.
, we don’t plan to make much money. What we want is older people to come and talk to us. Why do we need to recruit a bunch of juniors and wait for them to eat and drink? Young people don’t understand the most.
Okay. Come here if you understand, but that's still troublesome. Besides, there are rules for doing business in shops in this capital city, and you can't break the rules. What are these signs and pretense used for? Everyone knows that they are to attract customers.
But what is the difference between them and how they are used? They are all scientific. In today's terms, it is scientific. You can't mess with it. Hey, by the way...I...I remember telling you about the difference between bankers and palaces.
What's the matter? All I have to teach you is drinking and eating. I've wasted my time talking to you, haven't I?"
Ning Weimin was more and more interested in Kang Shude at this time, for fear that the old man would lose his interest in talking.
So I quickly changed my attitude, softened my tone, lowered my body, and rubbed it hard.
"Oh, hey, you just want to use this guise to accurately position and select your preferred customer groups. Gao, you are really smart! But I don't know your intentions. I am just kind-hearted and afraid of you.
The business is mediocre. As for what you told me, I remember that I understand it. Counting from top to bottom, these restaurants are restaurants, restaurants, restaurants, restaurants, and food stalls, right? They also have their own standards.
I remember everything about the brand name and business methods. But the problem is, you really haven’t told me about the business name on the signboard. It’s not a sin for those who don’t know. Why don’t you explain it to me carefully, so as not to worry about it in the future?
Disciple, I show my timidity in front of others."
No one can understand each other's nature better than this master and apprentice.
When Kang Shude saw Ning Weimin, he humbly asked for advice.
Once his ears were smooth and his heart felt at ease, he couldn't help but hide it.
After all, he opened the store just to chat, so who was he talking to?
He thought that this thing in his stomach would not be of much use if he kept it.
If you want to give it to your apprentice, maybe it can help this kid learn something.
So he stopped talking and just faced the red wine gourd outside and taught Ning Weimin a good lesson.
"Want to hear it? If you want to hear it, let me tell you. In our capital city, if you ask about the signboards, there are actually many types. Names, names, signs, plaques, pillars, and couplets are all included.
. And all walks of life are different, and the styles are also all kinds of strange. There are all kinds of new things. For example, drugstores like to use plaster-style plasters, hairdressers like to use swiss-shaped plasters, and hotels must use glass electric lights outside. This is called an industry.
Attributes. There are three hundred and sixty lines, and each line has its own characteristics. Every morning early in the morning, the first thing any business shop does when they open the door is to take down the board and hang up the cover."
"Why is this happening? To put it bluntly, it is purely determined by its use. It is equivalent to today's outdoor advertising. Think about it, in a truly prosperous street market, there are row upon row of shops of different sizes and colors.
In order to attract business and make people remember you and come back next time, of course the sign and cover must be obvious. Therefore, in the past, stores from all walks of life all used their special skills and worked hard on their signboards and covers. Some
The writings on the pink wall are some woodcuts, some cast in copper, some hanging wood poppies, some hanging tin lamps, decorated with tassels. Each one is brighter than the other, and each one is more material than the last."
"No matter how many tricks there are, the conventional rules have their own rationality and customers will not admit their mistakes. Merchants in various trading houses can never make mistakes or mess up. No matter whether they are willing or not, everyone must follow them.
Arrange the signs and camouflage according to the characteristics of the industry and the scale of the business.”
"Since you know the difference between a restaurant and a restaurant, let me take the restaurant as an example. As you just said, the scale ranges from large to small, restaurants, restaurants, restaurants, restaurants, and food stalls. Generally speaking, like
In serious stir-fried places, the form of the guise is relatively uniform. Almost all halls, buildings, residences, and doors are fixed with flat irons extending out of the eaves. The front ends are rolled up into several flower shapes, and they are bent two feet downward to hang
There are two or four wooden plaques on the top. The Han Chinese ones have a pitch black or red ground, with three-dimensional gold lacquer characters embossed on them, and a red cloth strip hanging from the bottom of the plaque. The halal plaque has gold characters on a black ground and a blue cloth strip underneath. This is the guise of Zhuangguanxing.
It will never look out of shape.”
"The biggest difference is actually in the size and wording of the signboards. For example, restaurants with the Tang brand name have the most signboards and the best materials. They have hanging tassels and are engraved with 'celebration banquet', 'Sichuan-Shandong cuisine' or 'North and South' engraved on them."
If it is a restaurant sign, it will have fewer words, and the words will also change to 'celebration banquet', 'seasonal snacks', 'casual drinks', 'four seasons delicacies', etc. If it is 'residence', then most of them
The words mainly focus on signature dishes, and the lower part of the sign has been replaced with red silk."
"The next level down is the 'Er Meat Shop'. These small shops also have names on their door plaques, but they can't even be called 'Ju', so they just call them 'He Liu De Shen', 'Thousand Miles of Fragrance'"
', 'Haitianchun' and the like. But correspondingly, the guise hanging at the head of the door begins to become interesting. Usually it is made of cloth, and it is shaped like a flag. The middle one is about eight inches wide, with a white heart and blue edges.
Each has a narrow strip about three inches wide, and each is about two feet long. Bai Xin wrote four lines of poetry, "Taibai's hundred poems about drinking wine. I went to sleep in a restaurant in Chang'an City. The emperor called me and couldn't get on the boat. I claimed that I was the immortal in wine."
.'Every sentence is played, there are four sentences in total. The more you can play, the better."
"Then there are no-name, no-brand pubs and restaurants. But the pretense is even better. Just like this wine gourd, it's just the usual practice in the past. You can even use your imagination to come up with something unique.
For example, those who sell barbecue hang a leg of lamb, those who sell steamed buns hang a steamer, or even those who specialize in fish dishes hang a copper fish at the door. As long as it is related to the content of the transaction and attracts attention, it is enough. There are words but no words.
It doesn’t matter.”
"Why? In fact, the reason is very clear when arranged from top to bottom. First of all, the facade of a large store is large enough, and it can be comprehensively promoted through font size, cover, signboard, plaque, pillar, couplet, etc.
My own small shop has few types of business, so there are not so many signboards and pretense. The facade is also small, and I can't put on a good show."
"Furthermore, large shops focus on pomp and solemnity. The more they follow the rules and understand the rules, the more trust they will have in customers. Small shops are just the opposite. Due to their small appearance, they can easily be ignored. In order to highlight their existence, they must have other ideas.
, making it attract people's attention. Like the 'Big Tobacco Pot' (Tianheng Tobacco Shop) in the flower market, and the 'Black Monkey' felt hat shop (Yang Xiaoquan Felt Hat) in Xianyukou, almost everyone in the capital knows about it.
, but not many people can tell the real name of the shop. This is a typical example of a small shop that relies on pretenses to become famous."
"Finally, there is one most critical reason. That is that customers are also divided into different levels. In the past, not everyone could read. Big merchants mainly dealt with rich owners, and their customers were mostly educated. Small shops were for the poor.
It’s opened by ordinary people, but the customer level is low, and many people are blind. So who should the small shop show its sign to? It’s not necessary. Do you think this is the right thing?”
At this point, Ning Weimin had almost heard the words.
He really couldn't help but sigh silently in his heart. In the past, doing business was really very particular.
These things under the guise of signs are not only reasonable, but also interesting.
It fully reflects folk wisdom and even artistry.
It seems to have the same effect as the lanterns in Japanese restaurants.
It's really much better than today's buying and selling shops, which are all the same, with a few random words hanging on the door, and trying to make nonsense.
There's no way to call a restaurant like this a restaurant. It's obviously a small restaurant but it has to be called a restaurant. It obviously doesn't have many rooms, but it still dares to be called a restaurant.
It seems that this makes you appear capable and attracts customers.
But as everyone knows, a name that sounds good is useless.
On the contrary, it will be counterproductive and will only ruin your reputation.
If the name is not worthy of the name, it will not attract enemies, and in the end, even the original regular customers may be exonerated.
Such "motivation" is really undesirable.
"Old man, don't tell me. There is something in your words that I can really ponder and tease. At least I have a feeling now. In this business, you must first have self-knowledge. The correct positioning is more important than anything else. If you want to make money
If you don’t want to lose money, you must first think clearly about why you make money and whose money you want to make. Take your small shop as an example, I kind of understand your thinking. Since we are doing it as a neighborhood
The business in the neighborhood is for everyone to have a place to have a drink and chat. If you want to run a good business, you have to buy genuine goods at real prices and rely on careful calculation. Don't waste a penny and make small profits but quick turnover. So,
If you over-decorate your store or hang up a sign, it is sheer waste. It also looks incompetent and makes the real customers you are targeting suspicious and awkward. Is that what you mean?"
Ning Weimin revealed his understanding, and Kang Shude was happy.
"Okay, if you kid can think of this, I won't say it in vain."
So he even shared his business experience with others.
"However, what you said is still a little short of understanding. Think about it, all stores now have to pay attention to decoration and names. If they are all so bluff, doesn't it become normal? This is carrying a suona on the back.
The airplane has to blow into the sky. If I turn around and make it look false, it will become a joke. On the other hand, I will open the store honestly according to the old rules, but it will become a success by surprise."
"You have to think like this. The business has no name. Does it sound novel to you? Then it must be the same for others. This is what I want. I guess it won't take long. Through word of mouth, everyone nearby will know about our little business.
No, the lack of a name is the biggest advantage, but it will attract more people. I do business honestly, and I am not afraid of not being able to retain people. New customers will become regular customers in the future..."
Hey, what else can Ning Weimin say?
He was completely speechless and could only ponder the taste.
The old man's brain is amazing, he can actually think backwards.
However, what Ning Weimin didn't expect was that it wasn't over yet. What happened next gave him a little more insight.
Surprisingly, at this moment, a young man with a short haircut actually walked out of the shop.
This young man has an apron tied around his waist and sleeves on his arms. At first glance, he can tell that he is a clerk in the store.
But he didn't expect there was anyone outside.
He glanced at them timidly and called Kang Shude again, "Uncle Kang, you are here."
Then Dou Shou placed the stool in his right hand under the eaves.
Then he stepped on the stool and hung the things in his left hand under the eaves on the left.
Don't tell me, the thing he just hung up is even weirder.
It looks like a circle on top, with a barrel-shaped gold paper lake on top, and red cotton paper strips hanging down, about six or seven minutes wide.
This is great, this thing actually matches the wine gourd on the right.
When the wind blows, one will sway and spin, and the other will float back and forth.
Hey, it looks really funny.
But the wine gourd is not bad, it is like a piece of cloth, or a large tassel. What does it mean?
Ning Weimin felt that he couldn't understand it again.
Fortunately, Kang Shude told him the answer this time without him having to ask.
"Looks fresh, right? The round barrel on top of this cover represents the noodle pot, and the thin strip of paper below represents the noodles. Now that it's hanging out, can you understand what it means?"
Ning Weimin suddenly came to his senses. "It means you sell noodles here now. Drink, old man, your small shop is fine. Just eat and drink, it's all good."
Kang Shude smiled with a smile on his face. "By the way, I also tell you that the noodles here are not ordinary noodles. In addition to the rotten meat noodles that you can't eat elsewhere, there are also authentic Shanxi shaved noodles.
.”
With a wave of his hand, he called the guy over.
"Hey, let me introduce you. This is my shop assistant Fang Bin. He is from Datong. His uncle is in charge of cooking the noodles. When you meet me later, just call him Master Fang."