Hello! We are students from Zhejiang International Studies University, currently conducting a research on innovative products of Traditional Chinese Medicine (TCM) culture. TCM here refers to the traditional medical practice originating in China. TCM products include: Traditional Chinese medicinal products (medicinal materials, herbal drinks, etc.); medical and physiotherapy equipment (acupuncture instruments, cupping tools, meridian combs, gua sha boards, etc.); health care and medicinal food materials (health products, health-preserving tea, coix seeds, hawthorns, wolfberries, chrysanthemums and other edible medicinal materials for daily use); cultural and derivative products (books and educational tools, cultural and creative products, medicinal pillows, sachets, wormwood seat cushions, etc.).
This questionnaire is anonymous, and all personal information will be strictly kept confidential. All data is only used for academic research and project application, aiming to deeply understand market demand and provide evidence for the research and development and promotion of high-quality products. Thank you for taking your precious time to participate!
I. Basic Information
1. Gender: A. Male B. Female
2. Age: A. Under 18 B. 18-25 years old C. 26-40 years old D. 41-55 years old E. 56 years old and above
3. Which region are you from?:
A.East Asia (China, Japan, South Korea, etc.) B. Southeast Asia (Thailand, Malaysia, etc.) C. Middle East (Iran, Saudi Arabia, etc.) D. Europe (UK, Germany, Italy, etc.) E. North America (US, Canada, etc.) F. South America (Mexico, Brazil, etc.) G. Oceania (Australia, New Zealand, etc.) Africa (South Africa, Egypt, etc.) Other countries/regions (Please specify: ______)
4. Do you have a religious belief? A. Yes (Specific religion: ) B. No
5. Occupation: A. Corporate employee B. Teacher C. Freelancer D. Full-time parent E. Student F. Retiree G. Others
6. To better match your needs, what is your highest educational background? A. Senior high school and below B. Junior college C. Bachelor's degree D. Master's degree E. Doctoral degree F. Others (Please specify)
7. Monthly Personal Income / Family Monthly Income: A. 5,000RMB($720) and below B. 5,001-10,000 RMB($720-1439) C. 10,001-20,000 RMB($1439-$2879) D. 20,001-30,000 RMB($2879-$4318) E. 30,001 RMB($4318) and above
8. Your Current City of Residence: A. First-tier and second-tier cities in China (e.g., Beijing, Shanghai, Hangzhou, Guangzhou, etc.) B. Third-tier and fourth-tier cities and counties in China C. Overseas East Asia (e.g., Japan, South Korea, etc.) D. Overseas Europe and America (e.g., the United States, the United Kingdom, Germany, etc.) E. Other regions
9. Do you have children under the age of 12? A. Yes (Child's age: ______) B. No
10. Do you usually let your children contact TCM products? A. Yes B. No
11. Is your child interested in TCM-related content?（The degree-related questions in this questionnaire adopt a 1-5 pointLikert scale, with the scoring rule : 1=Strongly Disagree, 2=Disagree,3=Neutral, 4=Agree, 5=Strongly Agree） Strongly Disagree
Strongly Agree
12. Your level of understanding of TCM culture: Strongly Disagree
Strongly Agree
13. Where did you learn about TCM culture (Multiple choices allowed): A. Recommendations from relatives and friends B. Experience at offline TCM clinics / pharmacies C. Online popular science videos / graphics (Douyin, Xiaohongshu, WeChat Official Accounts, etc.) D. School courses / research and study activities E. Traditional media (TV, books, newspapers, etc.) F. Cultural and creative products / cultural exhibitions G. Others
II. Characteristics of Target Customer Groups
(I) Behavioral Characteristics
14. Have you ever purchased TCM-related products? A. Yes B. No
15. Annual purchase frequency of TCM-related products: A. 0-3 times B. 4-6 times C. 7-12 times D. More than 12 times
16. Main purposes of purchasing TCM-related products (Multiple choices allowed): A. Personal health preservation B. Daily family conditioning C. Children's health care D. Cultural experience / collection E. Gifting to relatives and friends F. Children's cultural enlightenment G. Others
17. Which platform did you learn about TCM-related products (Multiple choices allowed):
A. E-commerce platforms (Taobao, JD.com, Temu, etc.) B. Short video platforms (Douyin, TikTok, YouTube, etc.) C. Social platforms (WeChat, RedNote, Facebook, etc.) D. Offline stores (TCM clinics, pharmacies, cultural and creative stores, etc.) E. Educational platforms / communities F. Recommendations from relatives and friends G. Others
18. Who do you mainly purchase TCM cultural and creative products for? A. Children B. Yourself C. Family shared use D. Gifting E. Others
19. Have you ever participated in TCM-related experience activities (such as medicinal material handcrafts, cultural lectures, etc.)? A. Often participate (more than 4 times a year) B. Occasionally participate (1-3 times a year) C. Have never participated but are interested D. Have never participated and are not interested
(II) Consumption Characteristics 20. When purchasing TCM-related products, the factors you prioritize (Please select the top 3 most concerned factors and rank them by importance): A. Safety B. Efficacy and practicality C. Price D. Packaging design E. Cultural attributes F. Brand reputation G. Experience (such as smell, ease of use, etc.) H. Social sharing attributes (such as taking photos and checking in) I. Others
21. The price range you can accept for TCM cultural and creative products (such as picture books, pendants, aromatherapy, etc.): A. 30-50 RMB（$4-$7） B. 51-100 RMB（$7-$14） C. 101-200 RMB（$14-$28） D. 201-300 RMB（$28-$43） E. 301 RMB（$43)and above Unwilling to purchase
22. Main channels through which you usually purchase TCM cultural and creative products (Multiple choices allowed): A. Online e-commerce platforms (Taobao, JD.com, etc.) B. Official online channels of brands (WeChat Official Accounts, Mini Programs, etc.) C. Offline TCM clinics / pharmacies D. Cultural and creative markets / exhibitions E. Cooperation channels with schools / educational institutions F. Parent-child venues (parent-child restaurants, children's playgrounds, etc.) G. Others
23. Are you willing to pay for additional services / functions of TCM cultural and creative products (such as multilingual versions, online popular science content, replaceable accessories, etc.)? Strongly Disagree
Strongly Agree
24. Please select "Strongly Disagree" for this question. A. Strongly Disagree B. Disagree C. Agree D. Strongly Agree
(III) Psychological Characteristics
25. Your attitude towards TCM culture: Strongly Disagree
Strongly Agree
26. Do you hope to let your children be exposed to TCM culture-related popular science content? Strongly Disagree
Strongly Agree
27. What do you think of the "younger communication of TCM culture" (such as cute IPs, Guochao design, short video promotion, etc.)? A. Support (willing to pay for products with younger designs) B. Neutral (accept but not deliberately choose) C. Do not support (prefer traditional styles)
28. What do you think of the "international communication of TCM culture" (such as multilingual versions, overseas-adapted designs, etc.)? A. Support (need multilingual versions and are willing to recommend to overseas relatives and friends) B. Neutral (recognize but have no actual demand) C. Do not support (only need Chinese versions)
29. When choosing TCM-related products, will you be more inclined to buy them because of "local cultural elements" (such as local genuine medicinal materials, time-honored brands)? A. Definitely B. Possibly C. No
30. What cultural values do you think TCM aromatherapy picture books most need to convey? (Multiple choices allowed) A. Practical health preservation knowledge of TCM B. Interest of traditional herbal culture C. Regional cultural characteristics of local medicinal materials D. Communication concept of TCM internationalization E. Others
III. Product Brand Image and Pricing
(I) Product Image Preferences
31. Your level of interest in the product "TCM Aromatherapy Picture Book" (a multilingual picture book combining medicinal material scents, interesting stories and popular science knowledge): Strongly Disagree
Strongly Agree
32. What brand image do you hope this picture book will be more inclined to? (Multiple choices allowed) A. Cute and lovely (suitable for children's aesthetics with soft and cute IP images) B. Traditional culture (integrating traditional patterns, calligraphy and other elements) C. Simple and modern (concise design in line with contemporary aesthetics) D. International (adaptable to multi-cultural backgrounds with no cultural barriers in design) E. Professional and authoritative (highlighting the accuracy of TCM knowledge) F. Warm parent-child (emphasizing parent-child interaction scenarios) G. Others
33. Core content you hope to be integrated into the picture book (Multiple choices allowed): A. Stories of local genuine medicinal materials (such as Hangzhou Chrysanthemum Morifolium, Fritillaria Thunbergii, etc.) B. Daily health tips (such as cold care, eye protection, indigestion regulation, etc.) C. Historical allusions of TCM D. Parent-child interaction links (such as handcrafts, quizzes, small games, etc.) E. Simple medicinal material identification and application (such as dried tangerine peel soaked in water, mint repelling mosquitoes, etc.) F. Others 选项7
34. Your expectations for the aromatherapy in the picture book (Multiple choices allowed): A. Natural and safe (food-grade / daily chemical-grade raw materials) B. Replaceable design (aromatherapy cotton pads can be purchased separately for replacement) C. Fresh scents (such as mint, lemongrass) D. Soothing scents (such as lavender, Hangzhou Chrysanthemum Morifolium) E. Original scents of corresponding medicinal materials (such as the original scent of dried tangerine peel, Lonicera Japonica, etc.) F. Mild and non-irritating scents G. Others
35. Types of derivative products you hope to be supporting the picture book (Multiple choices allowed): A. Aromatherapy products (aromatherapy pendants, bookmarks, key chains) B. Plush toys (dolls with medicinal material IP images) C. Practical cultural and creative products (environmentally friendly canvas bags, seat cushions, notebooks) D. Collection items (IP figurines, intangible cultural heritage co-branded sachets) E. Handcraft material packages (parent-child joint production of TCM-related handcrafts) F. Others
36. What do you hope the core selling point of these herbal products will be more inclined to? A. Cultural IP co-branding B. Functionality (such as throat moistening, soothing the nerves, relieving fatigue) C. High-value packaging D. Others
(II) Pricing and Willingness to Pay
37. Considering the configuration of "multilingual + aromatherapy + picture book + online supporting popular science content", what do you think is a reasonable pricing range for this TCM aromatherapy picture book? A. 50 RMB（$7） and below B. 50-100 RMB（$7-$14） C. 100-200 RMB（$14-$28） D. 200 RMB（$28） and above
38. If an aromatherapy refill pack (3-5 pieces / box) is launched, what is the price range you can accept? A. 20 RMB（$3）and below B. 21-30 RMB（$3-$4） C. 31-50 RMB（$4-$7） D. 51 RMB （$7）and above E. Will not purchase refills
39. Your demand for multilingual versions (Multiple choices allowed): A. Chinese B. English C. Japanese / Korean D. Other languages (Please specify ) E. Do not need multilingual versions
40. If the picture book launches "Basic Version (single language + 2 types of aromatherapy)", "Advanced Version (single language + 2 types of aromatherapy + derivative small gifts)", and "Deluxe Version (multilingual + 4 types of aromatherapy + derivative small gifts)", which one are you more inclined to choose? A. Basic Version B. Advanced Version C. Deluxe Version Do not plan to purchase any version
41. If we plan to launch an "Annual Picture Book Subscription Plan", which will bring you and your children 2-3 new TCM aromatherapy picture books every year, with an exclusive parent-child interaction manual, as well as discounts and priority shipping, are you willing to participate? A. Very willing B. Willing if the subscription price has obvious discounts C. Not very willing, prefer to buy single copies D. Completely unwilling
IV. Supplementary Suggestions 42. Do you have any other suggestions or needs for TCM aromatherapy picture books and related derivative products? Please briefly explain:
Thank you again for your support and cooperation! Wish you a happy life!