Return To 1977 Chapter 983: Weird thing

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Hong Yanwu and Shui Qing were pointing and watching in amusement.

Unexpectedly, when the door opened, a young man wearing a white coat and black trousers with a buzz cut came out.

The young man did not expect that there were people outside, so he glanced at them timidly.

Then he placed the stool in his right hand under the eaves.

He then stepped on the stool and hung the things in his left hand under the eaves on the left.

Don’t tell me, this thing that was just hung up is even weirder.

There is a circle on the top of Ganqing. The circle is made of gold paper and is in the shape of a barrel. There are red cotton paper strips hanging down, about six or seven cents wide.

This is great, this thing really matches the wine gourd on the right.

When the wind blows, one is swaying and spinning, and the other is floating back and forth.

Hey, it looks really funny.

But the wine gourd is not bad. It is like a mop strip, or a large tassel. What does it mean?

Hong Yanwu and Shui Qingqing were completely confused.

Fortunately, the young man is still here, Shui Qing asked him.

"Hey, hello, let me ask, what is this thing you just hung up? What is it for?"

I didn’t expect this young man to be too thin-skinned.

Getting off the stool, he didn't say anything, but blushed first.

He opened his mouth, but nothing came out, he just shook his head.

Shui Qing thought it was funny when he saw his arrogant look, so she asked him again happily.

"Hey, you don't know either? Then who told you to die?"

Sure enough, upon further questioning, the young man's face became even more embarrassed, like a piece of red cloth.

After hesitating for a long time, the three words came out, "the shopkeeper's", and there was no more words.

At this time, I heard a lesson coming from the room.

"Hey, why are you like a piece of wood? You can't do it if you say a few more words. Also, how did I teach you? Say hello first when you meet people, smile, and be attentive. How come you forgot all about it?"

As soon as the door opened, Li Fu came out.

Hong Yanwu and Shui Qing both quickly called "Uncle Li".

After another introduction, the two of them knew that the young man's name was Fang Bingsheng, and he was Li Fu's grandson.

However, we knew each other, but the young man was even more embarrassed.

What? Because he was of lower generation, he had to call Hong Yanwu and Shui Qing uncle and aunt in terms of seniority.

But he is also an eighteen-year-old young man. Seeing that Hong Yanwu and Shui Qing are both very young, and they look only a few years older than him, he can't scream.

As a result, my face was as ashamed as a purple eggplant, and I couldn't help but sweat.

It was still like a goldfish, just opening its mouth and bubbling, not a single word came out.

This made Li Fu even more angry. He scolded him for his lack of discipline and his ignorance.

On the other hand, Shui Qing and Hong Yanwu understood and advised Li Fu separately not to worry about it.

One said, "The child is an honest person. It's normal not to lose face. Don't make it difficult for him. Besides, you have to think about the child. There are other people in the store. It would be embarrassing if he is a lower generation." ”

The other one also said, "Uncle Li, please stop being so old-fashioned. I would feel uncomfortable if such a young man had to call me uncle. Why don't we just talk about it as equals, Bingsheng, or we can talk to each other." Call me by name."

After saying this, the embarrassment was much lessened.

But for Fang Bingsheng, there is still a bit of a dilemma at this time.

Because although he was grateful to Hong Yanwu and Shui Qing in his heart, he didn't dare to call him like that, for fear that his grandpa would beat him.

But if he didn't call someone, he would just poke his head stupidly like Lao Shitou, and he would have to make his grandpa angry.

At this time, he showed his clever side and actually knew how to seek advantages and avoid disadvantages. He quietly picked up the stool and entered the room - and languished.

At the scene, Hong Yanwu was the only one who noticed this.

While he was laughing secretly, he couldn't help but be happy for Li Fu.

Because he could definitely see that this kid was just kind, but not stupid.

Nurture it well and it will be a good seedling.

If he could really get through it, Li Fu would have someone to succeed him and someone to rely on in his old age.

So not only did he not expose it, he also actively helped divert Li Fu's attention.

This also brought up the question that he and Shui Qing had been pondering for a long time.

"Uncle Li, what do you mean under the eaves? What are they hanging on?"

As expected, Li Fu would not let them down and gave them the real answer as soon as he opened his mouth.

"Hey, Xiao Wu, you are such a smart person, but you can't see it? This is a cover for our business. One is in charge of drinking, and the other is in charge of eating."

"Can you understand this wine gourd? It means we sell wine here. As for the one next to it, the round barrel on top represents the noodle pot, and the thin paper strip below represents the noodles."

"This is to tell people that we also sell boiled noodles here. If you see red noodles, it means they are Han people. Because if it is a halal transaction, the note hanging on it will be blue."

After hearing this, Shui Qing was surprised before Hong Yanwu could say anything.

"Oh, you mean...this is all the specialties of old age? As long as we hang these two things, others can tell at a glance that this is a pub? Is it a restaurant? To put it that way, there is really no need to hang a signboard. ?"

Li Fu smiled and nodded.

"That's what it means. That's the rule. You young people don't know it, but the older ones will understand it at a glance."

Shui Qing couldn't help but admire him.

But Hong Yanwu liked to ponder things, and in a blink of an eye, he expressed his doubts.

"Uncle, isn't this right? According to what you said, what kind of brand name does 'Yanmei Lou' need? It's all worth it. Besides, when we do business, we can't just point at older people. Come."

"I think young people also like to drink and spend money happily. Who knows this now? So we still have to get a plaque."

"By the way, Shui Qing has a good idea. He thinks it would be good to call our business 'Red Gourd', which is homophonic to Hong Ye, the name of our Hong family. What do you think?"

Who knew that Li Fu would pout at his words and completely deny them.

"How is it? Not so good! If this 'Red Gourd' really makes people think of it as a nickname and spread it by word of mouth, then of course it's good, but you have to put these three characters on the front as a brand name I am a layman."

Hong Yanwu must not be reconciled. "Uncle Li, look at what you said, having a font size is worse than not having a font size. I don't believe it..."

"Let me tell you, there are rules in doing business, and you can't mess with the rules. What are these signs and guise used for? Everyone knows they are used to attract customers. But what is the difference between them, and they can be used in any way. It’s rigorous, in today’s terms, it’s scientific, and you can’t mess with it.”

Now that the conversation was over, Li Fu simply taught Hong Yanwu and Shui Qing a good lesson in front of the two of them outside.

"It is said to be a signboard cover, but in fact there are many types. Font size, cover, signboards, plaques, pillars, couplets, are all included. Moreover, each walk of life is different, and the styles are also all kinds of strange , there are all kinds of new things. For example, people in drugstores like to use plasters, hairdressers like to use shuangguo, and hotels must use glass electric lights outside. This is called an industry attribute. ”

"Why is this? To put it bluntly, it is purely determined by its use. It is equivalent to today's outdoor advertising, so it is also called "market recruitment"."

"Think about it, in a really bustling 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 signboard must be obvious. Ah. So in the past, shopkeepers from all walks of life all used their special skills and worked **** their signboards and covers. Some were written on the wall, some were carved in wood, some were cast in bronze, or hung with wooden poppies, or hung with tin lamps. , decorated with tassels, each one is brighter than the other, and each one is more "material".

"But having said that, no matter how many tricks there are, the agreed-upon rules have their own rationality and customers will not admit their mistakes. Merchants in various trading houses can never make mistakes or mess up. Whether they like it or not, Everyone must arrange their signs and camouflage according to the characteristics of the industry and the scale of the transaction.”

"Let me just take our village business as an example. In order from large to small, they are halls, buildings, and residences. Generally speaking, these places that can be seriously promoted have relatively unified forms. ”

"In almost all halls, buildings, and residences, flat irons are fixed above the door and extend out of the eaves. The front end is rolled up into several flower shapes, and two or four wooden plaques are hung two feet downward. Han people The ground is black or red, with three-dimensional gold lacquer characters embossed on it, and the brand has red cloth strips hanging from it. The halal black gold letters are tied with blue cloth strips. This is the guise of Zhuangguanxing, and it will never be out of shape."

"The biggest difference is actually in the size and wording of the signboard. For example, a restaurant with a Tang brand name has the most signboards and the best materials, with hanging tassels and the words "Joyful Banquet" engraved on it, "Special for foreign parties" and "Sichuan-Shandong Cuisine" Or the words "North and South Banquet". If the restaurant sign is less, the words will also become "celebration banquet", "seasonal snacks", "casual drinks", "four seasons delicacies", etc. Most of the time, the words are mainly about signature dishes, and the bottom of the sign has been replaced with red silk. "

"Further down, there's the 'Er Meat Shop'. These small shops also have names on their door plaques, but they can't even be called 'Ju', so they're just called 'Heliu Deep', 'Qianlixiang', 'Haitianchun' and the like. But correspondingly, the guise hanging at the head of the door is usually made of cloth, which is shaped like a flag, with a middle strip about eight inches wide and a white heart. There is a narrow strip about three inches wide on both sides, both about two feet long. Bai Xin wrote four lines of poetry, "Taibai drank wine and drank a hundred poems. He slept in a restaurant in Chang'an City. The emperor called and could not get on the boat. He claimed that he was a minister." "The Immortal in Wine." There are four sentences in total. The more you can play, the better."

"Further down, there are pubs and restaurants with no name or brand. But the pretense is even worse. Just like this wine gourd and this donut noodle pot, they are all common practice in the past. You can even be satisfied with it. You can use your imagination to come up with something creative, such as hanging a lamb leg for a barbecue seller, hanging a steamer for selling steamed buns, or even hanging a copper fish at the door as long as it is relevant to the business content. That’s enough. It doesn’t matter whether there are words or not.”

"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 comprehensively and comprehensively integrate it through the font size, cover, signboard, plaque, pillar, and couplet. The small shop has few types of business, so it doesn’t have many signboards and pretense, so it’s hard to put it up even if you want.”

"Furthermore, large shops pay attention to pomp and solemnity. The more they abide by the rules and understand the rules, the more trusted they will be by 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 Look at the "Big Cigarette Pot" (Tianhe Cigarette Shop) in the flower market and the "Black Monkey" felt hat shop (Yang Xiaoquan Felt Hat) in Xianyukou. Almost everyone knows it, but few people can tell the real name of the shop. This is a typical example of a small shop that relies on pretense 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 wealthy owners, and most of their customers were educated. And small shops It’s for poor people, the customer base is low, and many people are blind, so there’s no need for the shop to show its signs.”

At this point Hong Yanwu and Shui Qing almost understood everything.

They couldn't help but sigh silently in their hearts, the business in the past was really particular.

It is not only reasonable, but also interesting, fully reflecting folk wisdom and even artistry.

It's much better than just hanging a few words on the door now.

But even so, it seems that there are still flaws to be found. For example, Shui Qing expressed dissent out of political consciousness and class sentiment.

"Uncle Li, you are right, but you are not absolutely right. After all, that was in the past, and literacy has been around for many years. There are white characters and other characters, but there are not many people who are completely illiterate. So what? Why don’t we just put up a signboard? Wouldn’t it be great if young people could come too?”

Unexpectedly, Li Fu's reasoning is still sufficient.

"Hey, I was pretty much the same as you at first. But then I was convinced by the old shopkeeper. He said that in order to do business, you must first be self-aware and understand your position. If you don't want to lose money, , you have to figure out what kind of money you are going to make. ”

"What the old shopkeeper means is that we have to rely on careful calculation to make money and buy genuine products at real prices. We should not waste a penny and make small profits but quick turnover. And the main customers are undoubtedly the elderly, and young people do not come in the middle of the day. If you really want to drink, you have to go to a place with cooking after get off work in the evening. Therefore, excessively decorating the store or hanging a sign is purely wasteful, and it also looks ignorant and makes the real patrons of the pub suspicious. ."

"The old shopkeeper also said that now all stores have to pay attention to decoration and name, but it has become routine. This is like carrying a suona on the plane, not blowing it to the sky. Turning around and making it unworthy of the name, it becomes It’s a joke. On the other hand, we follow the rules and win by surprise.”

"You think about it, the business has no name, you all think it's new, right? The same goes for others. This is what you want. It won't take long. Through word of mouth, everyone nearby will know about our little shop. No, not having a name is our biggest advantage, and it will actually attract young people who have never seen us before. We are serious about doing business, and we are not afraid of not being able to retain people, and new customers will become regular customers in the future... ”

Hey, what else can you say?

Shui Qing was speechless after hearing this.

I turned around and glanced at Hong Yanwu quite embarrassedly.

She was really convinced.