Xin Benlu sums up elements in Jilin merchants: Being adventurous, persistent, inclusive, smart and kind.

He said the courageous and venturesome spirits of the Jilin merchants were the foundation of their success and if they weren't perseverant, they wouldn't survive the, relatively, barren land. The merchants were tolerant, inclusive and smart and many have been doing charity work to get back to the society so their business is getting better as a result. Entrepreneurship has to be integrated with the spirit of Jilin merchants as Xin summed up Jilin merchants' personality charm in the context of characteristics of merchants worldwide.

Xin said they inherited merits from their predecessors and were honest, so the definition of their spirit should be more graphic and easier to spread. There's no Jilin merchants' spirit without them.

The spirit is entrepreneurship with Jilin characteristics and Xin said the term of the spirit is abstract and would be easier to understand if the spirit is endowed with a carrier. Jilin merchants are associated with Jilin, no matter where they were born or used to live. The spirit can be summarized in three levels: first, typical Jilin merchants in history;second, time-honored Jilin brands;and third, all Jilin entrepreneurs since the establishment of China.

Xin Benlu, professor of business at Jilin University. [Photo/chinajilin.com.cn]

The merchants have a sense of responsibility, mission and devotion with the spirit of modern entrepreneurship defined by scholars. "The spirit is not just from a single merchant, but should be understood as from entrepreneurs. Many scholars have studied entrepreneurship throughout history. Academically, it's innovation in essence and creating something from nothing. I believe it's of great significance as to how Jilin merchants could realize innovation when Chinese economy is entering new normal and northeastern China is having a new round of revitalization. When the previous capital and labor input could no long sustain rapid and continuous economic growth, we need innovation and get dividends from systematic innovation. Innovation is at the center of entrepreneurs' existence and covers technology, standards, system and operation models. At the same time, we need to put Jilin revitalization's soft environment and system on a real carrier," Xin said.

Jilin merchants' spirit is the core of Jilin's innovation-powered economic development and only through win-win results on both or all sides can prosperity be realized. The history of Jilin merchants is not long, but they're inclusive, smart and venturous,influencing entrepreneurs from other regions with their spirits. They will also take opportunities and do their part to make things happen in the new round of revitalization of northeastern China.