Huizhou merchants are also called Xin 'an merchants. Hui people have a long history of doing business. As early as the Eastern Jin Dynasty, there were records of Xin 'an merchants' activities, which developed in later generations. Jiajing in the Ming Dynasty reached its peak in the Qing Qianlong and Jiaqing periods, and gradually declined from the Qing Daoguang and Xianfeng periods to the late Qing Dynasty and the early Republic of China. Jia Daoru, a businessman in Huizhou, is known as a Confucian businessman. The influence of Huizhou merchants on modern society is metaphysical, mainly the inheritance and development of Huizhou merchants' spirit, concept and culture; Second, it is physical, mainly the brand of "Huishang". Many enterprises, including Huishang Group, directly named the brand name of "Huishang" and enjoyed the brand effect of "Huishang". Huizhou merchants group, as an outstanding representative of the new Huizhou merchants, was given the brand name of Huizhou merchants historically. The group's predecessor was Anhui Material Bureau, and in November 1995, the organizational system was transformed into Anhui Material Group Co., Ltd.; In June 2, with the approval of the provincial government, it was renamed Anhui Huishang Group Co., Ltd. Huizhou merchants group is duty-bound to be located in Huizhou merchants' land, crown Huizhou merchants' name and revitalize Huizhou merchants. The feasibility of brand extension between Huishang Group and "Huishang" is sufficient. Firstly, it is image association. Huishang Group adopts the brand name of Huishang, and Huizhou archway is used in the corporate LOGO. Secondly, regional association, both of which basically belong to Anhui region; Thirdly, it is related to the format. Huishang deals in salt, pawn, tea, etc. Huishang Group mainly deals in department stores and steel products, all of which belong to circulation trade. In addition, the two have similarities in core values, and they also advocate the business philosophy of "diligence, innovation, harmony and integrity". The logo of Huizhou merchants takes the Chinese word "Shang" as the element and Huizhou architecture as the theme, forming an ideographic and pictographic logo. Huizhou archway, the "Arc de Triomphe in Oriental China", simplifies the design, creates a visual symbol with both words and pictures, and forms a traditional and innovative corporate symbol with a golden circle, which embodies the corporate concept of advocating benevolence and loyalty, and demonstrates the spiritual will of Huizhou merchants group to revive the glory of ancient Huizhou merchants. Since it was named Huishang Brand, Huishang Group has maintained a steady development trend. Especially in recent years, it has vigorously promoted reform and innovation, accelerated the transformation to a modern circulation enterprise, and continued to maintain the leading position in Anhui and the whole country in the circulation field. The brand value of "Huizhou merchants" has been continuously improved. The trademark of Huizhou Merchants was recognized as a national well-known trademark by the judiciary, and its sub-brands such as Capital of Merchants, Hongfu, Guosheng and Nongjiafu won the title of famous trademark in Anhui Province. In 211, the intangible value of "Huishang" brand reached 1.36 billion yuan, which confirmed the quality of this gold-lettered signboard. During the "Twelfth Five-Year Plan" period, Huishang Group will vigorously implement the "123" project, improve quality and efficiency, reform and innovate, and strive to achieve the grand goal of "1 billion Huizhou merchants" with larger sales scale, better operation quality, higher brand awareness and stronger core competitiveness, become the only spokesperson of new Huizhou merchants, and make the brand of "Huizhou merchants" more brilliant.