Abstract: The rise of Zhejiang Merchants from grass root is significant in remolding national character and changing the traditional out-dated concepts.Firstly,it is helpful to change the reliant mind in the people-oriented idea and cultivate common people to actively participate in social affairs;secondly,it is helpful to break the traditional value concept ranking in “officer,farmer,worker,and merchant” and the concept to belittling crafts,and thus help to form practical and pragmatic attitude in a society of multiple value concept;thirdly,it is helpful to change the traditional outlook of righteousness and benefit,overcome dishonesty,and develop an ethic concept which meets the demand of market economy.

Key words: Zhejiang merchant, people-oriented, officer,farmer,worker,and merchant, outlook of righteousness and benefit, national character