National Tide 1980.

Chapter 981 Red Gourd

Ning Weimin thought he was blind at first.

In the end, he stared at his eyes again, and searched carefully...

Later he found out that it was not.

The tavern jointly opened by Kang Shude and Zhang Dashao may look like a long room with five bays, but this shop has no signboard or plaque.

There is only a red and black lettering "Drink as you please" posted on the door of the store.

On both sides of the door is a pair of couplets, "The universe is big in the wine, and the sun and the moon are long in the pot."

The writing is really good, and the meaning is also good, but this is definitely not the name of the store.

In Ning Weimin's eyes, if there are no plaques and signboards, how can it be like a shop opening business?

Hey, but there is one interesting thing.

That is, under the eaves on the right side of the main entrance of the tavern, there is a very conspicuous red thing hanging with wire.

When the wind blows, it will swing up and turn around from time to time.

What the hell is this?

Don't worry, anyone who sees it clearly will definitely laugh out loud.

Ganqing is a big red lacquered gourd with a crooked mouth, an old wooden coin attached to it, and several strips of red silk.

There are also two large characters written in black paint on the gourd, with "Kang" on one side and "Zhang" on the other.

"Grandpa, your store looks really fresh. Why doesn't it even have a store name? And you are amazing at hanging this gourd. I know that you open a tavern, but I don't know that you are going to sing " "Night Run"? Hey, you said, there is a big red-tasseled gun at the door, so if people see it, they can think that Lin Chong is drinking inside."

Ning Weimin couldn't help being curious, and teased a few words.

Unexpectedly, his ignorance turned out to be his ignorance, which completely exposed his ignorance.

"You know a fart, kid. You've only been in business for a few days? Don't be so self-righteous, it's rare and strange."

Kang Shude's first sentence settled Ning Weimin's doubts, and then he was even more ashamed after the training.

"Where is this? The capital. What kind of business am I running? A tavern in the capital. If that's the case, then you have to follow the business rules in the capital. Otherwise, it's a joke. Have you seen this gourd? It's called a sham. Also called 'Market Recruitment'. Do you see the words on it? What is the name of the store? This is the name of the store. No matter Kang Kee, Zhang Ji, or Kang Zhang Ji, call it whatever you want. But I will tell you. Just hang this , others can know this is my tavern at a glance. Is there still a need for a signboard?"

Speaking so far, Ning Weimin has also realized that the cognitive difference made himself a joke.

But he was a little unwilling, and he couldn't save face.

The second is also a little interested, and I want to get to the bottom of it.

So in the blink of an eye, he continued to insist on strong words.

"I said, old man, I don't agree with what you said. According to what you said, what kind of signboards and plaques do the villas in the capital need? They can be hung with wine gourds. Besides, you are also particular about old age. Now What era is it? Who knows these things? As for your store name, if you don’t write it clearly, young people can understand it, but only older people can understand it. When we open a business, you can’t just point to older people Come here? So I think, at least you have to get a signboard with a name."

Unexpectedly, his doubts were still completely denied by Kang Shude, and on the contrary, he ended up in a self-inflicted humiliation.

"Give me some place to cool off and stay here. It doesn't matter if you don't understand, I'm afraid that you, a clever master like you, insist on pretending to be an expert. Let me tell you, Master Zhang and I opened this small shop just to relieve boredom. , didn’t plan to make much money. What we want is older people to patronize and chat with us. Why do we need to invite a bunch of juniors and serve them to eat and drink? Young people don’t understand the most Okay. Come if you can understand it, but it’s still troublesome. Besides, there are rules for doing business in shops in the capital, and you can’t mess with the rules. Why are these signs and pretense used? Everyone knows it’s to attract customers. But what is the difference between them and how they are used? They are all particular, and in today’s terms, they are scientific. Yes. What's the matter? All I taught you is drinking and eating. I've been talking to you for nothing. Haven't I?"

At this time, Ning Weimin was even more interested by Kang Shude, for fear that the old man would lose his interest in talking.

So he quickly changed his attitude, his tone became softer, and he lowered his figure again, softly and hard.

"Hey, co-author, you just want to use this guise to make precise positioning and select your preferred customer group. Gao, you are really tall! But I don't know your intentions. I just have good intentions and am afraid of you. The business is light. As for what you told me, I remember clearly. From top to bottom, there are restaurants, restaurants, restaurants, restaurants, and food stalls, right? They also have their own standards and standards. I remember all the business methods. But the problem is, you really haven’t told me about the business name. It’s not a crime for those who don’t know. Why don’t you tell me about it, so that future apprentices don’t I was timid in front of others."

No one can understand each other's temperament better than the master and apprentice.

Seeing Ning Weimin, Kang Shude really humbly asked for advice.

No matter how comfortable his ears are, no matter how comfortable his heart is, he can't hide it.

Anyway, he opened the shop for the purpose of chatting, so it's not chatting with anyone.

He thought about the little thing in his stomach, and it was useless to keep it.

If you want to give it to your apprentice, maybe you can let this kid understand something.

So he broke the chatterbox, and simply faced the red wine gourd outside, teaching Ning Weimin a good lesson.

"Want to hear it? If you want to hear it, I will tell you. In our capital, you have to ask about the guise of the signboard. In fact, there are many types in detail. The font size, the guise, the signboard, the plaque, the pillar, and the couplet are all listed. And each industry is different, and the styles are also strange, and there are all kinds of new things. For example, pharmacies like to use plasters, hairdressers like to use tweezers, hotels must use glass electric lights outside, this is called industry Attributes. 360 lines, one line has the characteristics of one line. Every morning, the first thing to do when any business shop opens the door is to put down the board and put up a cover."

"Why is it like this? To put it bluntly, it is purely determined by its usefulness. It is equivalent to the current outdoor advertisement. Think about it, a really bustling street market is lined with shops of different sizes and colors. .In order to attract business, let people remember themselves, and come back next time. Of course, the cover of the signboard must be obvious. Therefore, all the stores in the past have shown their housekeeping skills and worked hard on the signboard and cover. Some The writing on the powder wall, some woodcuts, some copper casts, or hanging wooden poppy, or hanging tin cups, decorated with tassels. One is more colorful than the other, and one is more interesting than the other.”

"Don't look at the many tricks, but because the rules established by convention have their own rationality, customers will not admit mistakes. Merchants in various trading houses are absolutely incapable of making mistakes or messing up. Whether they want to or not, everyone must abide by it. According to the characteristics of the industry and the scale of the transaction, the signboard and the cover are arranged."

"Since you know the difference between restaurants and restaurants, let me use 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, they can There are places that are serious and hot, and the form of the cover is relatively uniform. Almost all halls, buildings, and residences have flat iron fixed on the top of the door and protruding from the eaves. The front end is rolled up into several flower shapes. There are two or four wooden plaques on the top. The Chinese ones are pitch black or red, embossed with three-dimensional gold lacquer characters, and the plaques fall with red cloth strips. The Halal ones are pitch black gold letters, with blue cloth strips underneath. This is the guise of Zhuangguanxing. It won't lose its shape."

"The biggest difference is actually the size and typeface of the signboards. Rutang Restaurant has the most signboards, the best material, with tassels, and engraved with 'Celebration Banquet', 'Specialized Foreign Meeting', 'Chuan-Lu Dacai' or 'North-South The words "full banquet" and so on. If the signboard of the restaurant will be less, the words will become "festive banquet", "seasonal snacks", "drink at will", "four seasons delicacies", etc. It has become the words that focus on signature dishes, and the lower part of the signboard has also been replaced with red silk."

"The next level is the 'Er Hun Shop'. These small shops are also famous on the door plaques, but they can't even be called 'ju', so they are called 'Heliu Shenshen', 'Thousand Lixiang' ', 'Hai Tian Chun' and the like. Correspondingly, the guise hanging on the door has become interesting. Usually it is made of cloth, which is shaped like a streamer, with a width of about eight inches in the middle, a white heart and blue border, and two sides. Each has a narrow strip about three inches wide, each about two feet long, and wrote four lines of poems in his heart, "Taibai Fighting Wine Poems Hundred Piece, Sleeping in a restaurant in Chang'an City, the emperor can't get on the boat, and he claims to be a minister of wine. .'Each sentence, a total of four, the more you can blow, the better."

"Then there are restaurants and restaurants with no name and no name. But the pretense is even worse. Just like this wine gourd, it is a common practice in the past. You can even use your imagination to come up with some ingenious ones. .Like a lamb shank for barbecue, a steamer for steamed buns, or even a copper fish for fish dishes. As long as it is related to the content of the transaction, it is enough to attract people's attention. There is no word at all. It doesn't matter."

"Why? In fact, the arrangement from top to bottom makes it very clear. First of all, the facade of a big store is big enough. It can be comprehensively and comprehensively introduced through font size, cover, signboard, plaque, pillars, and couplets. Myself. Small shops have few types of business, so they don’t need so many signs and pretense. The facade is also small, and they can’t be put on display.”

"Furthermore, big shops pay attention to pomp and solemnity. The more they abide by the rules, the more they understand the rules, the more customers will trust them. Small shops are just the opposite. Because of their small facades, they are easily overlooked. In order to highlight their own existence, they have to think differently. , making it eye-catching. Just like the "big cigarette bag pot" (Tiancheng cigarette shop) in the flower market, and the "Black Monkey" felt hat shop (Yang Xiaoquan felt hat) in Xianyukou, almost everyone in the capital knows , but few people can tell the real name of the shop. This is a typical example, a small shop that relies on a pretense to become famous.”

"Finally, there is another most important reason. That is, customers are also divided into levels. In the past, not everyone could read and write. Big merchants mainly deal with wealthy owners, and the customers are more educated. Small shops are for the poor. Opened by common people, the level of customers is low, and many people are blind. So who should the small shop show the signboard? It’s not necessary. Do you think it makes sense?”

At this point, Ning Weimin had almost heard the words.

He couldn't help but sigh silently in his heart, he was really particular about doing business in the past.

These things under the guise of signs are not only reasonable, but also interesting.

It fully embodies folk wisdom and even artistry.

It seems to have the same effect as the lanterns in Japanese restaurants.

It's much better than today's buying and selling shops, which are all the same, just hang a few words on the door, and try every means to make a fuss.

Such a restaurant can’t be called a restaurant, even though it’s a small restaurant, and it dares to be called a restaurant even though it doesn’t have many rooms.

It seems that in this way, it will appear capable and attract customers.

But as everyone knows, the name sounds good, but it doesn't work.

On the contrary, it is counterproductive and will only ruin your reputation.

The name does not match the reality, not to mention that you will not be able to get taken advantage of, and in the end, even the original regular customers may be able to offend.

This kind of "motivation to do better" is really unacceptable.

"Grandpa, don't tell me, there are really some things in your words that I can ponder and tease. At least I have a feeling now. In this business, you must first have self-knowledge, and the correct positioning is more important than anything else. If you want to make money If you don’t want to lose money, then you have to think about why you make money and whose money you want to make money. Take your small shop as an example, and I understand your thinking a little bit. Since we are neighbors The business of neighbors is for everyone to have a place to have a drink and chat. If you want to run a good business, you have to start from the real thing, relying on careful calculation. Don’t waste a penny, you have to sell small profits. So, If you over-decorate your store, or put up a signboard, it's pure waste. And it also looks ignorant, which makes the real customers you are targeting suspicious and awkward. Is that what you mean?"

Kang Shude was happy when Ning Weimin revealed what he had realized.

"Okay, if your kid can think of this, I won't say it for nothing."

So he even gave his business experience to everyone.

"However, what you said is still a little short of comprehension. Think about it, all stores now have to pay attention to decoration and names. They are all so bluffing, so it has become normal instead? This is carrying a suona on the back. Airplanes must blow into the sky. Turning back to make a name that doesn’t match the truth, it becomes a joke. Conversely, I opened the store honestly according to the old rules, but it became a win by odds.”

"You have to think this way. The business has no name. Do you think it's new? Then other people must be the same. This is what I want. It won't take long. Through word of mouth, everyone nearby will know about our small business. No, not having a name is the biggest advantage, but it will attract more people. I really do business, and I am not afraid that I will not be able to keep people. New customers will become regular customers..."

Hey, what else can Ning Weimin say?

He was completely speechless, only pondering about it.

The old man's brain is absolutely amazing, and he can actually think in reverse.

However, what Ning Weimin didn't expect was that this was not over yet, and what happened next gave him a little more insight.

Dare to feel that just this time, a young man with a cropped cut came out of the shop.

The young man had an apron around his waist and sleeves on his arms, so he was clearly a clerk in the shop.

But he didn't expect someone outside.

First, he looked at them timidly, and then called out to Kang Shude again, "Uncle Kang, you are here."

Only then did he move the stool in his right hand under the eaves.

Followed by a step up, stepped on the stool and hung the things in the left hand under the eaves on the left.

Not to mention, the thing he just hung up is even weirder.

Looking at the top is a circle, the circle is a barrel-shaped gold paper paste, drooping strips of red cotton paper, about six to seven cents wide.

This is great, this thing is actually paired with the wine gourd on the right.

When the wind blows, one dangles around and spins, and the other floats back and forth.

Hey, it's funny to watch.

But the wine gourd is easy to say, this is the same thing as a mop strip, or a large tassel, what does it mean?

Ning Weimin felt that he couldn't understand again.

Fortunately, Kang Shuode told him the answer this time without him asking.

"Look at the freshness, right? The round bucket on the top of this cover represents the noodle pot, and the thin paper strips below represent noodles. Now that it's hanging out, can you understand what it means?"

Ning Weimin suddenly woke up. "It means that you are selling noodles here now. Drink, old man, this small shop of yours is fine. Two pretense, eat and drink, it's all over."

Kang Shude smiled brightly. "By the way. Let me 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 sliced ​​noodles."

With a wave of his hand, he called the guy over.

"Hey, let me introduce you. This is Fang Bin, my shop assistant. He is from Datong, and his uncle is in charge of cooking the noodles. When you meet later, just call him Master Fang."

(End of this chapter)