Some scholars believe that the Confucian Merchants should have the following characteristics of the 10: 1. Commercial morality, strictly abide by business ethics, 2. Credibility-oriented, the quality of integrity to serve the community, 3. Reap a profit, not to seek admission of illegal Profits or profiteering, 4. Competition is justice, not for the purpose of profiting at others' expense, 5. Lize-flow, not a Strickland of the sale, 6. To market demand, market demand-oriented, 7. And good hospitality; 8 . Decisive, and be good at seizing opportunities, 9. To be operating, is generous Yuanrong, 10. Proficient in accounting.

Some scholars believe that Shou-cheng, said the letter, Buqi, fair trade, stressing civilization, stressing courtesy, stresses etiquette, implementation of civilized business. In other words, Yidefuren to-hospitality, Tongsouwuqi, civilized business, integrity first, true, the sale of equity to the characteristics of Confucian Merchants.