Wang Qiutong
Shanghai World Foreign Language Middle School, No. 400 Baihua Street, Xuhui District, Shanghai, CN
Renaissance 2023, 2(03); https://doi.org/10.70548/ra142106
Submission received: 4 November 2023 / Revised: 22 November 2023 / Accepted: 23 November 2023 / Published: 20 December 2023
Abstract
China’s long history contains countless treasures of excellent traditional culture, but most of them are gradually fading out of people’s view, and sachet is one of them. Therefore, we hope to inject new vitality into these sleeping historical treasures through the combination of traditional culture and contemporary trends. We started from the China-Chic element innovation of sachet to explore the acceptance and recognition of innovative traditional cultural products among teenagers. Through market research and consumer behavior research, we explore specific strategies and improvement plans for the innovative promotion of sachet, with a view to enhancing teenagers’ willingness to purchase sachet while increasing their understanding of traditional culture and their own cultural identity, contributing to the inheritance, protection, and innovative development of Chinese traditional culture. Specifically, we investigated 213 teenagers’ cognitive preferences for sachet and the psychological factors affecting their willingness to consume through questionnaires, and analyzed the results of the data to purchase and make sachet and sell them in the field, and finally conducted qualitative interviews with the participants of the activity to analyze teenagers’ preferences and the purchasing decision-making process more comprehensively. We found that adolescents are attracted by the traditional cultural connotations carried by sachets and also expressed positive attitudes towards innovative sachets. As they do not yet have independent financial resources, they attach more importance to both price and practical value but are also willing to pay for innovative sachets with higher pricing. This study has the problem of a small sample size and a small market size for field research. In the future, we will also expand the sample, develop and design more types of sachets, and try to inject modern technological elements or “link” with different brands, etc., to collide traditional sachet culture with the new era of sparks, in order to allow more people to discover and continue those excellent traditional cultures that have been fading away from us under the wheel of history.
Keywords: Commoditization of traditional culture; Sachet; China-Chic element; Cultural heritage; Youth consumption psychology
1. Introduction
Chinese culture has precipitated over five thousand years, containing a vast treasure trove of excellent traditional culture, but only a few can still be active in front of the world despite the historical dust. We are in an era of rapid change, where the high-speed development of the economy is accompanied by people’s increasing demand for spiritual and cultural needs. More and more successful practices of traditional cultural commercialization continue to emerge. They combine traditional culture with the modern market, revitalizing the sleeping historical treasures. Among them, the youth group, who grew up in the Internet age, is undoubtedly an important force in the commercialization of traditional culture. They are not only the main force of the future market but also the key generation for cultural heritage. Their recognition and sense of responsibility for their own cultural identity will inject fresh blood into the prosperity and development of traditional culture.
As an important element of Chinese traditional culture, sachet carries profound historical and cultural connotations. As a symbol of prayer and blessing, it embodies people’s infinite expectations for a better future. In the past, sachets were often endowed with protective power. People placed them at the door or bedside to avoid misfortune and disaster, and their unique fragrance could also soothe the mind and improve mood. Sachet, as a unique traditional cultural carrier with rich symbolic meanings, has brought hope, protection, and pleasure to people. However, with the evolution of the times and social development, sachet, like many other products of Chinese traditional culture, has gradually faded out of people’s sight. For the youth group, it may have become unfamiliar and distant, which is undoubtedly a regret in our cultural heritage.
As a creative expression form in the commercialization of traditional culture, the China-Chic element has gradually attracted people’s attention in recent years. It adapts to the revival of Chinese traditional culture and the rise of modern trendy styles, showing profound cultural connotations and diverse modern aesthetic characteristics. It is widely used in clothing, jewelry, home, beauty, and other fields, and even cleverly combined with cultural tourism, packaging, etc. (Wang Yi, 2022; Qin Yuanyuan, 2011). By injecting unique Eastern fashion aesthetics, the China-Chic element has become one of the most popular elements in contemporary cultural and creative product design and a distinct symbol of Chinese cultural confidence and fashion aesthetics. However, when it comes to traditional cultural products combined with the China-Chic element, only a few come to mind, such as Hanfu, while many other urgently needed and potential products have been overlooked, including sachet. Therefore, we want to explore how to innovatively transform sachet so that it maintains the nature of traditional cultural heritage while also revitalizing among the youth group and becoming a popular China-Chic commodity. This not only enhances the commercial value of sachet as a product but also serves as an opportunity for more people to pay attention to the excellent Chinese traditional cultural elements carried by sachet.
In the process of innovating sachet, on the one hand, we can start with the characteristics of sachet itself, attracting people by transforming its shape, pattern, material, and other features. On the other hand, we also need to pay attention to the consumption-related factors that lead to the lack of audience for sachet among the youth group. First, in the fast-paced modern society, young people often pay more attention to the practical value of products. As a carrier of traditional culture, sachet may be regarded as disconnected from modern life. Therefore, we consider transforming sachet into a daily decorative item, making it not only have a decorative function but also show beauty, thereby fully enhancing its practical value; second, the aesthetic and consumption concepts of the youth group tend to prefer products that are trendy, fashionable, and personalized. Therefore, we need to deeply explore how to strike a balance between tradition and modernity so that sachet can truly attract the interest of young people and stimulate their enthusiasm for participation; finally, the consumption psychological factors related to young people will also affect their consumption behavior. It is necessary to analyze the resistance encountered by sachet in sales from the perspective of consumer psychology. Therefore, we will examine the anchoring heuristic, herd consumption, emotional consumption, etc., in the process of purchasing sachet for young people.
In summary, we aim to propose a series of specific sachet promotion strategies and improvement plans through market research and consumer behavior research, based on an in-depth analysis of the historical and cultural connotations of sachet. We use qualitative and quantitative research methods, combined with questionnaires and interviews to understand the cognition, attitude, and willingness to purchase different innovative sachets of young people. Through the innovation of sachet, we hope to encourage more people to pay attention to the importance of combining traditional culture with the needs of the times, provide references for the possible commercialization of traditional culture in the future, and contribute our strength to the inheritance, protection, and innovative development of Chinese traditional culture.
2. Literature Review
We first start from a cultural perspective and search for literature on the theme of “innovation of traditional culture,” resulting in fifteen related articles. The existing literature can be summarized in the following three aspects:
First, traditional culture urgently needs new vitality to cater to the trend of the times. “Continuously Updating with ‘Heart’ in Chinese Style to Pursue the Love of Teenagers” mentioned that Generation Z also has strong cultural confidence. They are eager to embrace traditional culture and show cultural confidence. Under such demand, Chinese-style culture has been injected with new vitality, and the creative transformation and innovative development of excellent Chinese traditional culture have been well done.
Second, innovation should not abandon traditional cultural factors. “Design and Performance of Functional Clothing for Teenagers from the Perspective of Chinese-Style Culture” and “Promoting Heritage Inheritance in Innovation through Lacquer Art Cultural and Creative Product Design” both emphasize the rich connotations of the本体物品 (original items) in traditional cultural innovation, indicating that the innovation of traditional cultural products should be the internal and external cultivation to achieve national self-confidence, rather than abandoning traditional factors and falsely advertising Chinese-style labels.
After determining “sachet” as the main carrier, we searched and sorted out related literature on sachet design. First, sachets are currently in significant development difficulties. “Exploring the Development Dilemma and Outlet of Qingyang Sachet” points out the difficulties in application, lack of innovation, and talent loss in sachet development. Second, sachets carry strong design characteristics. “Application Research on Visual Image Design of Qingyang Sachet” and “Application Research on Brand Image Design of Qingyang Sachet” point out that sachets have various thematic visual art design forms, and their specific functions change with the change of styles.
Finally, from a psychological perspective, we searched for literature on the impact of anchoring heuristic on public psychology and found that the “anchor” in anchoring heuristic has a significant positive effect on the public’s specific cognition of an event. The concept of anchoring heuristic was first introduced by psychologists Amos Tversky and Daniel Kahneman in their research (Tang Weihai et al., 2014; Wang Xiaozhuang, 2013). They first introduced the theory of “anchoring and adjustment” in their 1974 paper, describing how people are influenced by the initial information (anchor) when making estimates and decisions.
In summary, from a psychological perspective, the literature clearly indicates that anchoring heuristic has a significant positive effect on the public’s specific cognition of an event, and the primary premise of anchoring heuristic affecting cognition is the formation of “anchor,” whose persistent characteristics will cause cognitive bias in the public. From the perspective of traditional cultural innovation, the literature proposes that traditional culture urgently needs new vitality to cater to the trend of the times, traditional cultural innovation should not abandon traditional cultural factors, and the innovative entity should choose representative items with Chinese characteristics.
Therefore, in subsequent research, we will start from a psychological perspective, consider the formation of “anchor,” and use the characteristics of “anchor” to launch the interest orientation of today’s society’s youth. From a cultural perspective, we will also design questionnaires to determine the acceptance of traditional cultural innovation among young people and launch sachets that meet the survey results to further verify and enhance the acceptance of traditional culture. In the final stage, we will explore the design methods of innovative sachets through literature research on sachet design, and carry out corresponding artistic practices under the guidance of theory, reasonably integrating traditional elements with modern trends, aiming to promote and inherit traditional culture to the greatest extent.
3. Research Methods
3.1 Literature Research Method
The literature research method refers to consulting a large number of literature materials related to the topic during the process of thesis writing, understanding the current status and trends of theoretical research on young people’s cognition of Chinese-style products and innovative sales of traditional cultural products, and making necessary organization and supplementation. The academic literature for this study mainly comes from two parts: online academic literature and academic monographs. After meticulous sorting and analysis of the literature materials, drawing on the research results, related theories, and analysis methods of existing literature, combined with the actual situation of the Chinese-style background, we determined the research ideas for this article and provided theoretical basis for the research.
3.2 Questionnaire Survey Method
The questionnaire survey method is a written survey method that efficiently obtains information such as proportions and rankings by setting a series of questions for respondents to fill out. In this study, based on literature materials and research hypotheses, we designed related questions using Wenjuanxing software, mainly including exploring young people’s cognition of traditional cultural carriers sachet, willingness to consume innovative traditional cultural products, acceptance of innovative elements, and factors affecting young people’s willingness to consume sachet, etc. We released the electronic questionnaire link to social media platforms and supplemented it with offline collection, randomly selecting the target population to fill out the questionnaire, ultimately obtaining 213 valid questionnaires.
Based on these questionnaire data, we conducted corresponding analysis and discussion, which are the factual basis supporting our conclusions.
3.3 Interview Method
The interview method is a research conversation that collects information through verbal communication, usually used to collect data on personal attitudes, feelings, experiences, and behaviors. When conducting interviews, researchers need to pay attention to ethical issues, ensure the privacy and information security of interviewees, and obtain their informed consent. After the first round of questionnaire surveys, we conducted random sample interviews aimed at obtaining more comprehensive, three-dimensional, and detailed survey data, listening to the subjective opinions and ideas of the youth research group, exploring the inner world of individual teenagers, understanding their understanding of sachet and traditional culture and their views on traditional cultural innovation, thereby understanding the characteristics of social groups on a small scale and enriching experimental data. Interviews provide important and detailed factual basis for analysis and discussion.
4. Research Analysis
4.1 Questionnaire Analysis
4.1.1 Questionnaire Survey Subjects and Content
Since this study mainly focuses on young people’s cognition and preference for sachet, we took people aged 10 to 23 as the research subjects and distributed and collected 213 questionnaires.
In terms of questionnaire design, we clarified four parts based on research questions: sample basic characteristic identification, sample response degree to consumption factors, sample cognition of sachet, and sample preference for sachet innovation:
The module of sample basic characteristic identification involves four questions, which respectively confirm the age of the sample (10-13 years old, 14-18 years old, 19-23 years old), the interests and hobbies of the sample (novels, text types, radio drama characters, anime, games, chasing stars, and no such interests), and the consumption habits of the sample (aesthetic, practical; price decision, preference decision). Through these questions, we basically understand the characteristics of the sample and the social groups they represent.
The module of sample response degree to consumption factors is based on Lu Yadi’s “On the Influencing Factors of Chinese Luxury Consumers’ Purchase Decision” and sets questions covering the possibility of sample imitative consumption (whether to imitate if admired people use it), herd consumption (whether to buy if everyone uses it), conspicuous consumption (whether to buy because sachet represents high-end), impulsive consumption (impulse buying sachet), and cultural factors influence (whether to buy because sachet is a traditional cultural carrier) with six questions. Since it is to explore the degree of influence, sliding bar questions are set, with the minimum scale value set to 1 and the range set to 10.
The module of sample cognition of sachet involves three questions, aiming to explore the comparative reference objects that affect sachet consumption in the minds of young people based on the anchoring heuristic principle, including whether the sample thinks sachet has medicinal value, whether the owner of sachet is considered high-end, what modern products sachet is closer to (perfume, pendant, incense, traditional Chinese medicine, blessing), and the price positioning of sachet (highest price, lowest price).
The module of sample preference for sachet innovation involves six questions, including whether they hope to change the shape of sachet, prefer traditional style or innovation, prefer sachet with traditional blessing meaning or national cultural publicity, preferred innovative patterns (Internet hot words, ip, cats and dogs, scenery, abstract symbols, Western famous paintings), whether they accept innovative patterns, and the degree of acceptance (integrated as decoration, can be accepted as the main body).
4.1.2 Descriptive Statistical Analysis
4.1.2.1 Young People’s Cognition of Sachet
Fig 1. Young people’s perception of the sachet.
First, we investigated the traditional cultural value of sachet in the minds of young people. The results show that young people have a willingness to consume traditional cultural products, but half of them will not consume for this reason. Most people think that the role of sachet is blessing and as a pendant, with traditional Chinese medicine and incense also accounting for a large proportion, while perfume accounts for the smallest. Most people recognize the value of sachet as an environmental fragrance beautifier, a witness of human feelings, and a symbol of traditional culture, but do not think that sachet can cure diseases.
Fig 2. Young people’s understanding of the uses of sachets.
Secondly, we investigated young people’s cognition of sachet as a commercial product. In the range of 0-100, quantifying the acceptable price range of sachet for young people, the results show that the average value of the highest price that young people can accept is 55.31, and the average value of the lowest price that can be accepted is 11.97.
4.1.2.2 Young People’s Design Preferences for Innovative Sachet
In the questionnaire survey on how to innovate sachet, we learned about young people’s design preferences for sachet from various aspects.
In terms of decorative patterns, design elements, and integration of innovative elements, the distribution of young people’s willingness is relatively even, and overall, everyone tends to prefer innovative sachets, but there is still a preference for traditional sachets.
In terms of the color and shape of sachet, most respondents prefer the Chinese traditional painting color system and innovative sachet shapes, such as dolls, sunny day dolls, lucky charms, and peace amulets.
4.1.3 Correlation Analysis
After further correlating the data results, we found that age is closely related to young people’s willingness to consume sachet. First, age is significantly positively correlated with the highest (r=0.179, p<0.05) and lowest (r=0.171, p<0.05) psychological prices that young people can accept for sachet, that is, as age increases, people’s acceptance of sachet prices rises. Second, age is significantly positively correlated with herd consumption (r=0.144, p<0.05) and emotional consumption (r=0.153, p<0.05), that is, as age increases, people are more likely to buy sachets due to factors such as idol effects and emotional drive.
In addition, we also found that there is a very strong correlation between personal interests and preferences for sachet innovation. For example, people who like anime and games are more likely to want to add popular online games or anime IPs to sachets (r=0.329, p<0.001), and those who like to chase stars are more likely to want to integrate celebrity elements into sachets (r=0.307, p<0.001).
Finally, we found that even those who would not pay for the traditional cultural value of sachets would still expect stronger innovation in sachets (r=0.163, p<0.05), indicating that innovative transformation of sachets is necessary and can attract more audiences who do not pay attention to traditional culture.
4.2 Product Production and Sales Situation
In order to gain a deeper understanding of young people’s consumption preferences for sachet styles, we not only adopted the method of questionnaire survey but also combined offline field research. By purchasing and producing sachets and selling them at field sales, supplemented by interviews with participants in the activities, we can more comprehensively analyze the preferences and purchasing decision-making process of young people, understand the real needs and expectations of young people for sachet styles, and provide us with more accurate market information and marketing strategies.
Specifically, at the annual club fair platform of a middle school in Shanghai, we carefully selected and purchased a batch of representative sachets with different characteristics and innovative elements from major e-commerce platforms, and then sold them at the club fair, fully mobilizing the senses of young consumer groups, creating a real sachet sales environment atmosphere, verifying the questionnaire results while obtaining solid, powerful, and vivid sales results as supplementary survey evidence, and conducting interviews with randomly selected specific characteristic young consumer samples after the event ended to provide detailed factual basis and excellent experimental effectiveness for the report.
Table 1 Preparation and Sales of Different Styles of Sachets in Field Research
表1 Field Research on the Preparation and Sales of Different Styles of Sachets
| Sachet Type | Sachet Features | Unit Price (RMB) | Prepared Quantity | Sold Quantity |
|---|---|---|---|---|
 | Changed the traditional sachet shape, and is a animal image preferred by young people | 20 | 5 | 3 |
 | Retains the traditional Chinese painting color system and Chinese painting style, while cleverly integrating landscape elements. | 20 | 5 | 1 |
 | Adds anime characters as patterns. | 15 | 5 | 0 |
 | Retains the traditional style, but the shape is changed to a small“御守 ”shape. | 5 | 18 | 5 |
 | Adds a cute new style of auspicious and festive text. | 15 | 5 | 3 |
 | Practical representation | 5 | 10 | 2 |
4.3 Interview Analysis
4.3.1 The Vitality of Traditional Culture Still Exists
Through interviews, we found that whether they have purchased or not, students believe that sachet is a representative of traditional culture and are attracted by the traditional cultural connotations it carries. However, at the age of adolescence, the understanding of traditional culture is not deep enough, and the lack of recognition of its value reduces its status in their hearts. In the eyes of many people, traditional things seem to be less precious than imported ones, so they are often underestimated and neglected.
At the same time, some students said that they bought sachets for the purpose of promoting traditional culture. In terms of sales, the green national painting landscape sachet, as a representative, sold only one. However, many students tended to choose this sachet in the initial selection, but because its price was higher than that of the peace and joy sachet, they finally chose the latter. This indicates that although price is an important factor affecting sales, the beautiful traditional cultural elements still have a strong attraction for young people.
4.3.2 Practical Value Affects Consumption Willingness
The interview results show that most young people have little knowledge of sachets and only understand them literally, that is, they emit fragrance. Its positive effects on mental soothing or health conditioning have not been mentioned much. Students who bought them said in interviews that most of the reasons for buying were that the fragrance emitted by sachets attracted them, and their expected price for sachets was lower compared to similar types of products that can emit fragrance, such as perfumes or air fresheners. Among such high-end and expensive products, sachets belong to products with low prices and practicality. Therefore, students who have a demand for fragrant products are more willing to buy them.
Students who did not buy them said that they had the inherent concept that sachets were useless except for emitting fragrance, and because they were not familiar enough with them, their psychological price was generally lower than the market price. Compared with the cheaper emerging products sold around them, they were not so willing to pay for it. This is reflected in the sales situation, where the guard sachet and sachet inner lining achieved high sales volume due to their low price. The transformation from the national painting style sachet to the peace and joy sachet also reflects the importance young people attach to price. For young people who have not yet had an independent source of income, the cost-effectiveness of price and practicality is an important factor in the sachet purchasing process.
4.3.3 Innovative Sachets Attract Consumption
In the interviews, we learned that most students can accept and look forward to seeing innovation in sachets. At the same time, more than 90% of students said that the design innovation of sachets can be further strengthened, and they will make purchases in areas of interest such as text design and pattern innovation. Young people generally support the integration of new era aesthetics and new ideas on the basis of retaining the original meaning and traditional cultural significance of sachets, and believe that this is an opportunity for new life based on traditional items.
There is also a clear reflection in sales volume. The cute little panda sachet and the peace and joy sachet with blessing language sold the best, and even if the pricing was higher (5 yuan more than other similar ones), it could attract students to consume to a large extent, fully demonstrating the positive results of reasonable innovation of sachets. It not only increases young people’s willingness to purchase but also deepens their understanding of traditional culture, enhances cultural identity and confidence. However, at the same time, the traditional definition of sachet cannot be changed. It still needs the inner lining to provide fragrance to play some role in mental soothing or health benefits.
In summary, young people have a certain interest in understanding and promoting traditional culture and hope to see innovation make traditional culture collide with new social vitality and bring new opportunities. But at the same time, their understanding of sachets is relatively low, incomplete, or even only superficial.
5. Discussion
5.1 The Key to Breaking Through Traditional Culture: Innovative Products Conforming to the Trend of the Times
This study reveals the importance and necessity of innovation for traditional culture through questionnaire surveys and interview analysis. First, there is a certain willingness to consume traditional cultural products among young people, but at the same time, the questionnaire survey results also show that there are half of young people who will not consume for this reason. After innovatively transforming sachets, the willingness of young people to consume has increased, attracting more audiences who do not pay attention to traditional culture.
Therefore, through the innovation of traditional cultural products, not only is the commercial value of the product itself enhanced, but it also serves as an opportunity for more people to pay attention to the excellent traditional Chinese cultural elements carried by the product.
Therefore, with the acceleration of globalization and the rapid development of technology, innovation is crucial for traditional cultural products to conform to the trend of the times and radiate new vitality.
5.2 The Key to Innovation of Traditional Culture: Diverse Innovation Integrating Ancient and Modern Skills
In the process of this study, we also found some areas that need urgent improvement. The questionnaire survey results show that there is a very strong correlation between young people’s personal interests and preferences for sachet innovation. People who like anime and games are more likely to want to add popular online games or anime IPs to sachets, and those who like to chase stars are more likely to want to integrate celebrity elements into sachets. However, in the offline practice sales link, the sales situation of sachet types with anime character patterns is not ideal. We do not think that this represents a wrong attempt to integrate personal interest elements into innovation. The real reason behind it is that young people’s hobbies such as anime, games, and stars are widely ranged and the individual preferences are huge. We only designed sachet patterns of a certain related character, which is actually difficult to meet the preferences of most people in this group. This reveals the necessity of diversified innovation, which not only needs to be designed according to the needs of different cultural groups but also needs to be accurately delivered according to group preferences.
In addition to diversified innovation, more traditional cultural skills or other trends of the times can be integrated. For example, on the basis of maintaining the essence of traditional culture, inject modern technological elements. Integrating and blending, making sachets more characteristic of the new era: the organic integration of intangible cultural heritage embroidery, tie-dyeing techniques with modern popular language, network buzzwords, and other elements can create aesthetic tastes closer to contemporary young people; or combine with other traditional and ethnic cultures to achieve the greatest cultural value; or use 3D printing technology to enrich the styles of sachets, increase consumers’ choices, and meet the needs of different groups.
5.3 The Key to the Development of Traditional Culture: Promotion Empowering to Expand the Audience Group
The rise of Chinese-style is not only the promotion of a single product but also the result of the combined effects of multiple factors such as population structure, income level, cultural mentality, and consumption concept. In the interview analysis, many students mentioned that effective customer emotional value can be provided through promotion, accumulating new momentum for consumption upgrading. Therefore, promotion is necessary for sachet and other traditional cultural products, especially for young people growing up in the new media era. On the one hand, we can use the power of traditional media, such as newspapers and magazines, to improve the visibility and influence of some traditional cultures and their products; on the other hand, we can also innovate link methods with more young people through the empowerment of digitalization and e-commerce while retaining traditional memory and spiritual outlook.
In addition, the “linkage” of different brands can also create new sparks with traditional cultural products. For example, the sauce-flavored latte jointly launched by Guizhou Maotai and Luckin Coffee, which has attracted public opinion recently, creates a new type of IP commodity through the linkage between different brands, which can re-stimulate the targeted consumption of different group enthusiasts. At the same time, brand linkage can also bring more business opportunities and resources, promoting the sustainable development of the traditional cultural industry.
In summary, diversified innovation of traditional cultural products is an inevitable choice for the times, inheritance, and development of traditional culture. At the same time, we should also realize that the inheritance and development of traditional culture is a long-term process that requires our continuous efforts.
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