As one of the birthplaces of ancient civilizations in the world, China pays great attention to traditional civilization and respects exchanges. As the saying goes, "to receive the grace of dripping water, you should repay it with a spring." During New Years and festivals, visiting relatives and friends, and commercial goods are inseparable from the word "li". Ancient gifts include etiquette, gifts, etiquette, representing love and admiration, mostly used to deepen feelings and enhance friendship. In the 21st century, the connotation of gifts has become much richer. Especially after joining the WTO, Chinese enterprises have to face the double squeeze of competitors and partners around the world, so the exchange of gifts and gifts is more prominent.

Gifts are specially ordered by enterprises and institutions in order to increase or expand their popularity, increase the market share (share) of products, and obtain higher sales performance and profits in business or business activities. It is a product with a corporate logo and a special meaning. It is especially important to choose a gift that represents the spirit, culture and connotation of the enterprise, as a high-level lubricant for modern corporate public relations sales. It is irreplaceable in the bilateral and multilateral cooperation of enterprises, opening up new markets, occupying more market shares, and promoting the culture of the enterprise. At the same time, the gift is also a kind of advertisement and propaganda. The right gift can establish a lasting and deep impression in the minds of customers. In addition to inheriting the ancient Chinese etiquette and etiquette, the gift concept of modern enterprises should be closely linked with the image and connotation of the enterprise.

"Propriety is to come and go, but to come and not to come is not propriety." --- "Book of Rites. Song of Rites"