In a one-room shop tucked inside a Beijing alley, a bearded 74-year-old fortune-teller in crimson tunic offers what Chinese parents have sought for centuries: an auspicious name for their newborn.
But business has been tough lately for Mao Shandong and others in his trade as tech-savvy entrepreneurs have turned the ancient naming tradition into a lucrative online business.
« We can’t make a living these days, » lamented Mao.
Chinese have for centuries believed that a well-chosen name can ensure a lifetime of good fortune.
Unlike in English, where one draws from a lexicon of Josephs and Richards, a Chinese name can be created from any combination of two or three characters.
And for many Chinese parents, making the right choice has become even more imperative as they seek to help their children stand out in the world’s most populous country.
« Parents care more and more about personal brand, » said Zhang Ruxin, the 37-year-old co-founder of the Beijing-based naming service Qimingtong, which essentially means « Clear Naming. »
« They realise that the name will follow their child for their entire life, be judged by their employers and have an impact on their values. »
Qimingtong operates almost entirely online, with parents filling out web questionnaires and Zhang offering consultation services through the popular messaging app WeChat.
A quick web search reveals more than a hundred such businesses in China, each promising names that will pave the way for future success.
Branding for babies
Zhang founded Qimingtong in late 2014 with her business partner, Chen Jun, after working for two decades as a newspaper reporter while pursuing a hobby helping friends and colleagues name their children.
