Since the 1980s, many successful entrepreneurs have sprung up with the development of Chinese reform and opening up. From then on, the concept of Confucian merchants was put forward and aroused scholars' attention and interest. This article firstly expatiated the conception of Confucian merchants. We introduced the main representative of Confucian merchants - Zi Gong, and the Confucian merchants group - Hui merchants, and discussed the important effects of business on Confucianism spreading. Secondly, we compared the Confucian merchants and Junzi who is the ideal character in Confucianism. According to the unity of knowledge and practice or the theory of “agreement between knowledge and action” in Confucianism and the philosophical view “go into the secularity”, we also discussed the active and practical meaning of Confucian merchants. Finally, although Confucian merchants’ concepts have been around for more than 30 years, academic field appear to have not yet conducted systematic empirical researches. Therefore, this present paper analyzed and summed up the relative literatures over the past three decades, and we found that Junzi leadership can be regarded as now the most appropriate measurement scale of Confucian merchants. Besides, the implications for theory and practice and future research directions are discussed as well.