November has only just begun, and the atmosphere of the shopping festival is full.
I don't know how many people stay up all night with black eyes and pay the final payment of one order after another. I don't know how many people have pulled out paper and pencils that have not been used for a long time for the sake of research.
At a time when "online shopping" is compared to one of the "new four major inventions", there are not many festivals such as Double Eleven and 618 that are born of buying, buying and buying.
Although there was no double eleven in ancient times, people did not have any ambiguity in buying things.
In the Northern Dynasty folk song "Mulan Poem", before serving in the army for her father, Mulan made a very important preparatory work, that is, buy, buy, buy:
"The East Market buys horses, the West Market buys saddles, the South Market buys the rudders, and the North Market buys long whips."
The so-called "city" in the "Mulan Poem", similar to "collection, market", etc., is a market where the ancients gathered in a fixed place and traded goods on a certain day.
In ancient times, the circulation of commodities was slower, and in order to buy and buy more happily, people agreed on a time - the collection period, every half month or a month, gathered together to trade and buy goods.
▲Taiping Wind Association Diagram (Transmission) (Partial)
Yuan Zhu Yu Art Institute of Chicago
"Bazaar" can also be called "Market Market" and "Market Market", and the names vary from place to place.
This kind of shopping gathering has a relatively long history, and it is generally believed that it originated around the Yin and Zhou dynasties.
In the "Yi Zhi Ci", it is said: "Japan and China are the city, to the people of the world, to gather the goods of the world, to trade and retreat, and each gets what he wants." ”
"Set" means "people and things meet".
Every other market, people gather at the market to meet their favorite goods, the so-called "rush" or "take advantage of the market".
▲ "Taiping Spring City Map" Qing Ding Guanpeng
In ancient times, whether it was a trader or a buyer, it was necessary to catch the market early.
The Tang Dynasty poet Liu Zongyuan's "Liuzhou GangHao" has two poems: "The green basket is wrapped in salt and returns to the guests, and the green lotus-wrapped rice is taken advantage of by the virtual people", which is written in the scene of the people in the mountains rushing to the market.
Living in the mountains, the necessities of daily life, especially salt, have to go to the county market to buy —
"Wrapped rice in green lotus leaves to the market to buy salt." I bought salt, wrapped it in large bamboo leaves, and brought it back to the village. ”
▲ "Wind and Rain Return to the Village Map" (partial)
Cleveland Museum of Art
In "Mulan Ci", Mulan, who served in the army for his father, actually had to visit the four different markets in the east, south, west and north in order to shop.
This is because in ancient times there was also a saying of "special bazaar".
In specialized markets, merchants usually sell only a single category of goods. For example, porcelain, horses, grain, tea, medicinal herbs, spices and so on.
The "city" that Mulan goes to is like a "shopping area" that sells different categories of goods, so she has to travel through four cities to buy everything.
▲ "Qingming River Map" (partial)
Ming Qiuying, Collection of Liaoning Provincial Museum
In addition to the regular "one episode and one meeting", every New Year's Festival, ancient merchants will also concentrate on opening the market.
The market in the festival, whether it is the richness of the category or the liveliness of the sale, is much more popular than usual.
Nowadays, we often joke that "all festivals can be double eleven", in fact, in ancient times, it was called the real "ten thousand festivals can be shopping festival".
In addition to the small markets spawned by various small festivals, the five traditional festivals - Spring Festival, Lantern Festival, Qingming Festival, Zhongyuan Festival, and Qixi Festival are also important shopping carnival seasons.
▲ Part of Ming Qiuying's "Map of the Upper River of the Qingming Dynasty"
Collection of Liaoning Provincial Museum
And these blockbuster shopping seasons can also have their own names.
For example, the shopping festival before the Spring Festival is called "Wax Moon Collection", the shopping festival during the Spring Festival is called "Temple Fair", the shopping festival of the Lantern Festival is called "Lamp Market", and the "Beggar City" of Tanabata is called .1
Every time these festivals, it can be said that "thousands of streets and thousands of alleys, all prosperous and prosperous".
▲ Sheng Tang Chang'an in the movie "The Legend of the Demon Cat"
Luo Ye described the "Beggar Shopping Festival" in the "Drunken Man's Talk", saying:
Tanabata, in front of pan lou buying and selling beggars. From the first day of July, the carriages and horses were angry, and by the three days before the Tanabata, the carriages and horses were not passed, and they were suppressed one after another, and they did not come out again, and dispersed until night.
It seems that this tradition of "traffic jams as soon as the festival passes" existed a thousand years ago.
In "Tokyo Dream", Meng Yuanlao described the "Zhongyuan Shopping Festival" in Tokyo:
For a few days, the city sold boots and shoes, hats, golden rhinoceros fake belts, and colorful clothes. Sell it on a paper paste shelf. PanLou and state east and west tiles are also like Tanabata. The haunting place also sells fruits and vegetables, raw flowers and fruits, and prints and sells the "Zun Sheng Mu Lian Jing".
In ancient times, the Zhongyuan Festival had activities such as fasting and sacrifices, and people had to prepare sacrificial supplies, so the liveliness of the Zhongyuan Market was not weaker than the Beggars Festival.
The PanLou and Dongxi Tiles mentioned in the "Drunken Man's Talk" and "Tokyo Dream Hualu" can be regarded as fixed business circles in ancient times, just like modern CBDs.
▲ The Eastern Han Dynasty's "City Well Portrait Brick" collection of the Sichuan Museum
According to research, the tiles are square markets, surrounded by restaurants, tea houses and shops, and there are regular markets in the middle.
During the reign of Emperor Renzong of the Northern Song Dynasty, an entertainment venue also arose in the washe, the hook bar.
Inside, there are stages, theaters and "waist sheds" for audiences to sit and enjoy, surrounded by railings, and large ones can accommodate thousands of people.
▲ Street storytelling in the TV series "Qing Ping Le"
During the festival, these commercial and entertainment centers are bustling and bustling.
With the shopping festival, nature has also spawned the seller's magical promotional means.
In ancient times, the competition between merchants was quite fierce, and in order to attract customers, beating gongs and drums and shouting was a very conventional means.
One of the more interesting points is that stores have long known how to attract customers with "advertisements and posters" - hanging "signs" at the door.
Signage, sign + disguise.
Write the name and size of the shop on the signboard. The mask includes items or services sold in the store.
Du Mu has a poem called "Thousands of Miles of Warblers Cry Green and Red, Water Village Mountain Guo Wine Flag Wind". The "wine flag" here refers to the "disguise" used by the store to attract customers.
▲Qing Xu Yang's "Gusu Prosperous Map" (partial)
In ancient times, most of the people were illiterate, and many merchants simply hung the goods directly in front of the store.
Hanging shoes that sell shoes, hanging gourds that sell wine, are very interesting.
In addition to the pretense, the "Cai Lou HuanMen" built with bamboo and colored draperies can be described as the supreme version of business advertising.
This kind of method of attracting customers is generally used in hotels, and the more luxurious the hotel, the more grand the Cailou Huanmen will be built.
▲ Northern Song Dynasty Zhang Zeduan's "Qingming River Map" in the Color House Huanmen
After the invention and promotion of printing, there are more tricks advertised by merchants.
For example, the famous "Jinan Liujia Kung Fu Needle Shop" print advertisement can be counted as the originator of "flyer advertising".
▲Song Jinan Liujia Kung Fu needle shop copperplate printing advertisement
The copperplate plate is now in the National Museum of China
The middle of the advertisement is printed with the "White Rabbit Trick Medicine Map". Below it reads: "Buy high-grade steel bars, make kung fu fine needles, do not mistakenly use the house, customers turn into sellers, do not add to the rao, please remember the white."
In short, translated into the vernacular: "High quality and high price, buy more discounts!" ”
This small printed advertisement, which was born in the Northern Song Dynasty, is three hundred years earlier than the earliest printed advertisement in Britain.
In fact, if you really talk about the logic of buying and selling, you will find that many modern promotional methods can find prototypes in ancient times.
The ancient "credit sales" (first goods and later payment) correspond to the modern "installment payment".
The ancient "delivery force" (door-to-door delivery) corresponds to the modern "courier to home".
The ancient "guanpu" (winning goods or reducing prices by throwing copper coins, lottery, darts and other games) corresponds to various types of modern "lottery exemptions".
▲ Ming Qiuying's "Qingming Upper River Map" in the snare activity also belongs to a kind of guan poker game
"Red ticket" (coupon) corresponds to "full discount coupon".
"Price reduction" (profit sales) corresponds to "a few discounts"
......
The markets are bustling with people, shouting and selling, and there are all kinds of strange things, and trading is happening. On the "shopping festival", the ancients were unambiguous!
▲ Ming Qiuying's "Map of the Upper River of the Qingming Dynasty" (partial)
Resources:
Reading slowly - "In ancient times, there were no shopping malls, where would people go shopping?" 》
Look at the complex orientation
Image: Partial source network
Edit: Look at the crooked
Producer: GuanFu Culture