Under the exploitation of commercial capital, farmers and small-scale craftsmen suffered greatly, so the curse of "no business is no traitor" followed. However, this shows that it has become an urgent requirement of the times to emphasize business ethics and establish a fair market order. In this situation, Huizhou merchants hold high the banner of "honesty", enter the market with the mentality of putting justice and profit first and taking justice as benefit, and abide by the basic ethics of genuine goods, honesty and law-abiding, mutual benefit, etc., which naturally win the welcome of the vast number of producers and consumer expenditures, so that they can make ends meet and benefit everywhere in their operations. In order to win, Wu Nanpo, a Huizhou merchant, would rather read the law than decorate his wisdom, and would rather cheat in the transaction than trust the transaction. Hu Renzhi was unmoved by "fighting for thousands of dollars" in the disaster year and sold grain at low prices, which made the "sincerity" style of Huizhou merchants manifest and became the symbol of Huizhou merchant group.