Advances in Social Science, Education and Humanities Research, volume 543

Proceedings of the 2021 6th International Conference on Social Sciences

and Economic Development (ICSSED 2021)

Research on the Development Path of "Yin Yang and

Five Elements" Cultural Creative Products Based on
Cross-border E-commerce
Lidong Xie 1,* Guang Chen 2
1
Jiangxi University of Traditional Chinese Medicine, Nanchang, Jiangcxi, China
2
Jiangxi University of Traditional Chinese Medicine, Nanchang, Jiangcxi, China
*
Corresponding author. Email: 28351529@qq.com

ABSTRACT
With the rapid development of science and technology, the competition between countries has shifted from pure
competition on the level of science and technology to competition on technological and cultural strength. Cultural soft
power has become an important yardstick for measuring the development level of countries and regions. Traditional
Chinese medicine is Chinese unique medical science and excellent traditional culture, and it is the great creation and
precious wealth of the Chinese nation. Carrying forward the culture of traditional Chinese medicine helps to improve
Chinese cultural soft power. In recent years, China has stepped up its efforts to support the Chinese medicine industry,
which has opened a golden age for the development of Chinese medicine. Finding and innovating the popularization
and inheritance of Chinese medicine culture is an important topic that urgently needs research. The article takes the
theory of "yin and yang and five elements" as the starting point and combines the characteristics of traditional Chinese
medicine cultural products and the development status of the cross-border e-commerce industry to explore the dilemma
and path of the "yin and yang five elements" traditional Chinese medicine cultural and creative products on cross-border
e-commerce platforms. Exploration and research have provided new paths and methods for the spread and promotion
of Chinese medicine culture.

Keywords: Traditional Chinese Medicine Culture, Cross-border E-commerce, Cultural and Creative
Products

1. DEVELOPMENT STATUS OF Catalogue of National Medicine and Ancient Books and

CHINESE TRADITIONAL MEDICINE Documents" to ensure the protection of Chinese medicine
CULTURAL AND CREATIVE PRODUCTS culture. The 13th Five-Year Plan also mentions
participating in the national “One Belt One Road”
General Secretary Xi Jinping emphasized at the 2016 initiative to promote the integration of Chinese medicine
National Health and Health Conference: “Strengthen the theory, culture, and services into the health systems of
protection, rescue and sorting of ancient Chinese countries along the route. It can be seen that the state has
medicine books, traditional knowledge and diagnosis and paid more and more attention to the development of
treatment techniques”. In August of the same year, the various industries of traditional Chinese medicine in
State Administration of Traditional Chinese Medicine recent years. The favorable policies issued by the state
proposed a series of rectifications in the "Thirteenth Five- are conducive to the development and development of
Year Plan for the Development of Traditional Chinese traditional Chinese medicine cultural products and
Medicine" to improve the urban and rural TCM medical provide a good policy environment for the development
system, enhance medical services, protect and utilize of traditional Chinese medicine cultural and creative
TCM materials, and tap the characteristics of TCM products. At the same time, China has continuously
services. In the plan, it is mentioned that a basic database introduced a series of favorable policies for cross-border
of ethnic medicine and ancient books has been e-commerce, the One Belt One Road strategy and the
established, and 150 ethnic medicine documents have emphasis on and cultivation of new markets, making
been sorted and published to form the "General cross-border e-commerce even more unique external

Copyright © 2021 The Authors. Published by Atlantis Press SARL.

This is an open access article distributed under the CC BY-NC 4.0 license -http://creativecommons.org/licenses/by-nc/4.0/. 953
 Advances in Social Science, Education and Humanities Research, volume 543

advantages over the traditional foreign trade industry. It water has the characteristics of moisturization and
provides an opportunity and a powerful engine for the growth. Under the characteristics. According to the
rapid development of traditional Chinese medicine characteristics of the five elements, the theory of the five
cultural and creative products on the cross-border e- elements of yin and yang deduces the life-resistance,
commerce platform, but it also faces a series of new multiplication and insults between the five elements: the
development difficulties. five elements are produced in the order of wood
producing fire, fire producing soil, native gold, gold
2. SUMMARY OF "YIN YANG AND FIVE producing water, and aquatic wood. Wood restrains soil,
ELEMENTS" soil restrains water, water restrains fire, fire restrains gold,
and gold restrains wood in the sequence, and the cycle is
2.1. Origin endless. Professor Meng Kaitao, director of the Institute
of Philosophy and Mathematics of Northwest University,
The theory of yin and yang and the five elements is a
discovered that yin and yang are two mutually opposed
complete and huge system. The academic circles
and interdependent aspects or two basic attributes in a
generally believe that the concept of yin and yang
whole, and the five elements are five aspects of a system
appeared earlier than the thought of the five elements, but
that both promote and restrict each other. Or five basic
both of them "developed in the Spring and Autumn
attributes, and the five elements contribute to each other
Period and were basically finalized during the Warring
due to their identity, and restrict each other due to their
States period". It dominates the entire social
opposition [4].
consciousness and has a profound impact"[1]. "Yin and
Yang" was first seen in the Book of Changes, and the
concept of Yin and Yang originated from the ancient
2.3. The Core Idea Of "Yin Yang and Five
working people’s perception of "the objective reality that Elements"
the intensity of sunlight changes with time and space." A The core idea of the "Yin and Yang Five Elements"
great discovery [2]. The "Five Elements" was first seen theory is the unity of the whole, the balance of circulation,
in "Shangshu". The Five Elements thought is actually a the mutual restraint, the strength and the softness, and the
deep understanding and mastery of the laws of the harmony and perfection, which are concentrated in unity,
internal elements of things and the relationships between integrity and self-adjustment. Once a certain element is
things. too strong or too weak, It will cause the abnormal
reaction of the five elements movement, and things will
2.2. Basic Content Of "Yin Yang and Five lose their dynamic balance, thus affecting the harmonious
Elements" development of things. The theory of yin and yang and
five elements regards yin and yang as the basic guiding
The theory of yin and yang and five elements regards ideology, the five elements as the basic operating quality
yin and yang as the most basic manifestation of things, of things, and the mutual generation and mutual restraint
and the unity of contradiction as the original driving force as the basic law of the change and development of things.
for the change and development of all things. It believes Only when dynamic balance is achieved can the
that everything in the universe is composed of five development of things operate normally. It can be seen
elements such as gold, wood, water, fire, and earth. that there is inherent rigorous logic in the overall
According to the law, the yin and yang ebb and flow, and relationship, harmonious balance, mutual connection,
the five elements rotate and shift as the theoretical basis dynamic development, following the law, and pedagogy.
of the universe. The theory of yin and yang is an It is not only the core idea of the theory of Yin and Yang
established theory of relativity. Generally speaking, and the Five Elements, but also the basic laws and
everything that is violently moving, extroverted, rising, objective requirements for maintaining the normal
high, warm, and bright belongs to yang, and everything operation, change and development of things.
that is relatively static, inwardly guarded, descending,
The low, cold, and dark all belong to yin [3]. The yin and 3. DESIGN IDEAS OF "YIN YANG FIVE
yang attributes of any same thing are relative, and the ELEMENTS" CULTURAL AND CREATIVE
relativity of things transforms into each other under PRODUCT
certain conditions. The basic meaning of the Five
Elements theory lies in the continuous operation of the 3.1. Transformation of Inner Meaning of
order and connection of the elements within things and Traditional Chinese Medicine Culture
the mutual restraint between things. The five elements are
gold, wood, water, fire, and soil. Wood has the The internal meaning of Chinese medicine refers to:
characteristics of growth and growth, fire has the the theoretical connotation of Chinese medicine, the
characteristics of warmth and luxuriantness, soil has the internal meaning of Chinese medicine visual graphics
characteristics of biochemistry and bearing, gold has the (such as the homonym of gourd, representing
characteristics of transformation and convergence, and auspiciousness, and lotus representing "Xianjia", etc.),

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the cultural meaning of traditional Chinese medicine people can understand its value. Therefore, we must be
folklore and allusions; The artistic conception good at using modern technology digital and information
composition of Chinese medicine culture, etc. [5]. In the methods to spread Chinese medicine. The development
process of creative transformation, the implied meaning of modern Internet technology provides a good platform
of products is to impress people and arouse emotional for the promotion of cultural and creative
resonance from two aspects of behavior and way of products[7].The emergence of cross-border e-commerce
thinking. When designing cultural and creative products undoubtedly provides a smooth channel for Chinese
that express traditional culture, you can give the products medicine cultural and creative products to be sold
different meanings or themes according to the different overseas, and opening up overseas markets .It will
functions of the products. Form the display and provide an inherent impetus for the development of
expression of individuality in the design, and form Chinese medicine cultural products.
ingenious ideas from the perspective of design creativity.
Based on the functionality of the product itself, it can be 4. CROSS-BORDER ELECTRONIC
associated with innovative cultural patterns, conceived in COMMERCE EXPORT DILEMMA OF
terms of creative thinking, combined with product "YIN YANG AND FIVE ELEMENTS"
functions and meaning, and can form precise expressions CULTURAL AND CREATIVE PRODUCT
in cultural and creative products. This creative design
method that embodies the cultural connotation of 4.1. The Dilemma of Cultural Identity
Chinese medicine in products can not only reflect the
profound connotation of Chinese medicine culture, but Cultural identity is the consensus and recognition of
also allow products to popularize Chinese medicine people's tendencies towards culture. Such consensus and
culture in a way that is easy for the public to accept. recognition can form the thinking norms and value
orientations that govern human behavior. Once cultural
3.2. Application of Artistic Thinking identity is formed, in fact, an identity system that governs
people's behavior, creation, and concepts that influence
The design of cultural and creative products of people is formed in people's minds [8]. Because each
traditional Chinese medicine is also a systematic process. country or region has a different historical development
In product design, the shape of cultural and creative background, there will also be big differences on the
products is formed from a creative perspective [6]. The cultural basis, which leads to the fact that overseas people
application of artistic design thinking to cultural and have little or no understanding of my country's traditional
creative products can create personalized cultural and Chinese medicine culture. Due to the political and
creative products. In the design of cultural and creative economic factors of the target country of cultural
products, corresponding ideas and thinking changes can dissemination, the language characteristics, historical
also be formed. In the design of traditional Chinese traditions, cultural background and cultural recognition
medicine products under artistic thinking, the design and acceptance of local people, etc, although Chinese
criteria can be used to form expressions in terms of medicine culture has a long history of dissemination in
elements, cultural concepts and design products. In terms overseas countries, its cultural foundation is relatively
of products, it needs to serve functions and form the weak, it is not easy to fully integrate into the local culture,
satisfaction of people's needs. In the design of products, and it cannot be recognized by the people of overseas
it can be extracted from traditional artistic elements, and countries. The higher the degree of cultural recognition
the use and expression of cultural symbols can be formed of traditional Chinese medicine, the more it can promote
in the combination and integration. The use of design and the purchase decision of consumers of traditional
conception, etc. can form an artistic highlight and form Chinese medicine cultural and creative products.
the expression of the personality of the work. Therefore, to improve cross-border e-commerce platform
consumers' sense of identity with Chinese medicine
3.3. Apply New Materials and New culture plays a vital role in the development of "yin and
Technologies for Product Design yang five elements" cultural and creative products in
cross-border e-commerce and the spread of Chinese
There is no doubt that the application of new traditional medicine culture overseas.
materials and new techniques can add luster to our
products. Through the internal and external cognition of 4.2. The Dilemma of Talent
Chinese medicine culture, In-depth consideration of the
functions, forms, scope of use, and cost of cultural and After thousands of years of development and
creative products, we can transform cultural creativity inheritance, Chinese medicine education has formed a
through materials, crafts, shapes, decorations, etc. relatively complete teaching system, which has made
Traditional Chinese medicine cultural and creative great contributions to the cultivation of outstanding
products need not only innovative design, but also a Chinese medicine talents in my country and the cause of
strong platform for publicity and promotion, so that more human health. However, with the continuous

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development of social economy and science and nurtured different cultures and different ways of thinking,
technology, the traditional Chinese medicine culture which brings great difficulties to cultural exchanges and
talents cultivated by the existing talent training system cooperation between ethnic groups. However, the genes
are far from meeting the demand for better inheritance of human beings are the same and originated from the
and development of Chinese medicine culture. The main common ancestors. The psychological consciousness of
problem is that the Chinese medicine culture talent human beings are similar, and the nature of human beings
training system mainly meets domestic needs, the lack of in the subconscious has something in common. This
international talent training goals, teaching system, and provides a solid biological foundation for the integration
the lack of a compound talent teaching system. The and unification of different cultures. Communication and
development of "yin and yang and five elements" communication generate understanding and trust, and
traditional Chinese medicine cultural and creative form cultural identity, especially cross-cultural identity
products based on cross-border e-commerce is in need of [10]. Therefore, there have some ways to improve the
compound talents who have in-depth understanding of cultural identity of overseas consumers for traditional
Chinese medicine culture, cultural creativity, cross- Chinese medicine creative products.
border trade and foreign languages. How to improve the
Existing Chinese medicine culture talent training system 5.1.1. Integrate Foreign Cultures To Broaden
is an urgent problem for the development based on cross- Product Audience
border e-commerce of Traditional Chinese Medicine
Cultural and Creative Products When designing the "yin and yang five elements"
cultural and creative products, while fully digging the
4.3. The Dilemma of Brand traditional Chinese medicine cultural elements of the "yin
and yang five elements" theory, it should also combine
Brand is the product's logo and identification symbol. foreign cultural elements, organically combine the two
As market competition continues to intensify, the brand cultural elements, and use the way what foreign
has the functions of identification, product information consumers can accept to reflects the "yin and yang and
concentration, and safety and quality assurance. five elements" doctrine elements that the product wants
Consumers can quickly and effectively select products to express. For example, in the product category selection,
through brand recognition [9]. Brand is an effective you can choose the product category that foreign
means of market competition, but at present, my consumers prefer, and then add the elements of the "yin
country's cultural and creative industry lacks a certain and yang five elements" theory to be expressed into the
brand effect internationally, and its international product in the form of pictures, words, symbols, and
competitiveness is relatively weak. In this general sounds. In short, on the premise of maintaining the
environment, traditional Chinese medicine cultural and cultural characteristics of traditional Chinese medicine,
creative products on the cross-border e-commerce actively communicate and effectively integrate with the
platform are relatively inadequate in terms of product main culture to achieve a state of harmony but difference,
popularity, competitiveness, and product flow compared thereby increasing the cultural identity of overseas
with other categories. At the same time, major cross- consumers with products.
border e-commerce platforms pay insufficient attention
to traditional Chinese medicine cultural and creative 5.1.2. Combining Fashion Trends, Taking into
products. There is no major product classification of Account Beauty And Practicality
Chinese medicine. There are very few sellers of
traditional Chinese medicine cultural and creative Successful traditional Chinese medicine cultural and
products, the transaction volume is not high, the product creative products must not only show traditional Chinese
variety is small, and the audience is narrow. , Traditional medicine culture, but also have designs that incorporate
Chinese medicine cultural and creative products lack the fashion trends. Taking advantage of the uniqueness of
appeal of foreign consumers on cross-border e-commerce traditional Chinese medicine culture, while catering to
platforms. people’s daily attitude towards beauty and health, the
fashionable product design of traditional Chinese
5. Development Path in Cross-Border medicine culture is very trendy. It is an attempt of
Electronic Commerce of "Yin Yang and Five traditional Chinese medicine cultural and creative
Elements" Cultural and Creative Product products for young people[11] .While reflecting the
cultural elements, taking into account the beauty and
5.1. Improve Overseas Consumers' Cultural practicality of the product, this can make the product
Identity with Products more in line with the aesthetics of the modern public and
improve the acceptance of the product by overseas
Although different peoples and countries have consumers. Just like the silk scarves and jewelry designed
different geography, climate, living material conditions, by museum cultural and creative products, or other
writing methods, and language systems, they have products with a sense of modern design but no lack of

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ancient cultural connotations, Chinese medicine culture In the process of cross-cultural communication, students
can also breed fashionable and exquisite products, and will actively overcome cross-cultural barriers and
push the Chinese medicine culture to Young overseas conflicts, actively solve language, cultural,
people. communication, and professional difficulties,
consciously Improve the English application ability of
5.2. Improve The Training Model of Chinese Chinese medicine culture, and Strengthen the learning of
Medicine Culture Talents Chinese and Western culture, communication skills, and
professional knowledge of Chinese medicine culture to
The talent training system of Chinese medicine accurately spread the culture of Chinese medicine and
culture should strengthen the cultivation of international improve the effectiveness of cross-cultural
talents. At the same time, it should cultivate communication.
multidisciplinary talents. It not only requires the teaching
of Chinese medicine knowledge, but also includes 5.2.2. Strengthen The Training of
cultural communication, cultural industry, cultural Multidisciplinary Talents
creative design, foreign language and other courses. Only
with this way can we cultivate high-quality talents. The development of "yin yang and five elements"
traditional Chinese medicine cultural and creative
5.2.1. Speed Up the Training of Talents for products based on cross-border e-commerce requires
The International Communication of Chinese compound talents with in-depth understanding of
Medicine Culture Chinese medicine culture, cultural creativity, cross-
border trade, foreign languages and other aspects. How
At present, language is a major obstacle to the spread to speed up the cultivation of Chinese medicine cultural
of Chinese medicine culture through cross-border e- compound talents in universities is a problem that needs
commerce platforms. After the theory of "yin and yang to be solved urgently. Higher institutions of Chinese
and five elements" and other ancient Chinese medicine should strengthen academic exchanges and
philosophical thoughts penetrated into the medical field, conduct inter-collegiate cooperation with higher
they promoted the formation and development of the education institutions offering majors in "cultural
theoretical system of traditional Chinese medicine, and industry", "international trade", and "art design", add
derived a set of language interpretation systems that are "Chinese Medicine Culture" courses to students majoring
different from western medicine. The resulting problem in "Cultural Industry", "International Trade", and "Art
of language compatibility between Chinese and Western Design", provide diversified learning courses for students
medicine has become a major obstacle to the spread of majoring in "Traditional Chinese Medicine Culture" in
Chinese medicine culture[12].At the same time, cross- Chinese medicine colleges, and expand the knowledge of
border e-commerce platform product operation university talents. At the same time, the existing
requirements for foreign languages are also increasing curriculum system should be improved, include courses
day by day. Therefore, To provide talent support for related to cultural creativity and cultural international
external communication through cross-border e- communication such as "International Trade", "Cultural
commerce platforms, it is necessary to accelerate the Industry", and "Art Design" into the curriculum system
training of a team of talents who can undertake the task of the "Chinese Medicine Culture" major. Provide a
of translating Chinese medicine classics and traditional diversified curriculum learning system for students
culture and competent for international Chinese medicine majoring in "Traditional Chinese Medicine Culture" to
education. All universities of Chinese medicine and cultivate interdisciplinary talents.
universities that include Chinese medicine translation
majors should be encouraged to expand the enrollment of 5.3. Create Cultural And Creative Brand To
Chinese medicine translation majors, actively invest in Enhance The Added Value Of Products
the training of Chinese medicine translation talents, make
full use of the talent training platform of universities, and For a product to be known, it needs a brand, and for a
rely on the advantages of universities and academic culture to go to the world, it also needs a brand. The core
resources of universities Offering Chinese medicine of a brand is values. In order for consumers to gain brand
translation courses, focusing on the practical application identity, the values advocated by the brand must be able
of Chinese medicine culture translation, in order to to resonate with consumers' recognition and make
cultivate a group of traditional Chinese medicine culture consumers become loyal customers of the brand[13].
translation talents. The Chinese Medicine Hospital Therefore, it is difficult for traditional Chinese medicine
school can also create a cross-cultural exchange platform cultural and creative products that lack a brand and strong
to encourage students to participate in international IP to be cohesive and sustainable. Only by fully digging
academic and technical exchanges in the field of Chinese the cultural elements of the theory of "yin and yang and
medicine culture, and exercise and improve cross- five elements", innovating the design of cultural elements,
cultural communication skills in the exchange practice. driving stories, linking overseas consumers, establishing

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a creative, stylish, warm, and in-depth traditional Chinese Chinese medicine cultural and creative products are a
medicine cultural and creative brand and IP, and improve kind of cultural consumer goods, which fits this feature.
the added value of products can resonate with more Therefore, the process of building a product brand is the
overseas consumers and enhance international process of cultural symbols, building brand image,
competitiveness. linking audiences and expanding fans. Throughout the
cultural and creative products on the market, the focus is
5.3.1. User Portraits to Determine the only on design and development based on the form and
Direction Of the Brand performance elements of the product. This single
development model restricts the creation and shaping of
User Profile is a collection of tags generated based on brands and IP, and the result is a large number of
real user behavior data to describe user attributes and homogeneous products lack differentiation and
behaviors [14]. There are many cultural elements in the competitiveness in the international market, and
theory of "yin and yang and five elements". In order to gradually disappeared while following the trend. Only
improve efficiency and unearth more potential and the development model around the core of the story and
vitality and easily accepted by overseas consumers, it is values can continue the vitality of the brand. Super IP
necessary to analyze user data and establish user portraits. brands like Marvel, Disney, DC, have developed
Excavate, recreate and extract value from the typical peripheral products incisively and vividly. Only IPs with
elements of the "yin and yang and five elements" stories and content will be loved by consumers from the
traditional Chinese medicine culture In this process, it is heart. In terms of brand development based on stories and
necessary to analyze user portraits according to the content, the "Yin-Yang Five Elements" traditional
preferences and popularity of consumers in overseas Chinese medicine cultural and creative products have
markets, and make a reasonable selection of cultural inherent advantages, only by telling the story of the
materials and story elements accordingly. Analyze user theory of "yin and yang and five elements" thoroughly,
characteristics through user behavior, analyze user shaping product brand and IP through stories, and
portraits to subdivide consumers, explore different connecting consumers' feelings, can we achieve a kind of
consumer preferences and interests to improve efficiency harmony based on aesthetic significance[15].Such a
and accuracy; focus on the Internet popular context, product development model has more viscous and benign
combining social hotspots, seasonal topics, growth topics, sustainable development value, which can give the brand
to determine the direction of brand building. more attractive connotation.

5.3.2. Fully Excavate Cultural Elements to 6. CONCLUSION

Build Brand Image The good development of the "yin and yang and five
elements" traditional Chinese medicine cultural and
The "yin and yang, five elements" traditional Chinese
creative products based on cross-border e-commerce
medicine cultural and creative products must start from
platforms requires us to choose a reasonable
the brand cultural elements, take a differentiated route,
development model based on the specific conditions of
tap and integrate the characteristic cultural elements that
the overseas market to solve the existing development
can provide elements for brand building, create a
difficulties. In product design, not only must fully
distinctive, specific and distinctive traditional Chinese
explore and transform the inner meaning of the "yin and
medicine cultural and creative brand image. It is
yang five elements" Chinese medicine culture, but also
necessary to dig out the brand culture elements of the "yin
use artistic design thinking to highlight the personality
and yang five elements" theory from the material culture
and creativity of the product, and at the same time apply
level, behavior culture level, and spiritual culture level;
new materials and new technologies to add luster to
at the same time, in product design, focus on the brand
product design. In the future development path, we must
principle, and carry out the visual basics such as logo,
first solve the problem of overseas consumers’
auxiliary graphics, standard colors, and fonts in sequence
recognition of Chinese traditional medicine culture, and
to form a unified visual, and on this basis, a multi-faceted
enhance overseas consumers’ cultural identity and
design is developed to create a product IP and brand with
acceptance of products by integrating foreign cultures
distinctive characteristics.
and fashion trends. Secondly, it is necessary to improve
the talent training model of Chinese medicine culture and
5.3.3. Enhance Brand Connotation By Story- creativity, and accelerate the training of international
Driven communication talents and multi-disciplinary talents of
Chinese medicine culture; at the same time, it is
Cultural consumption has a distinctive feature, the
necessary to strengthen brand awareness, determine
actual use value of commodities is no longer the purpose
brand direction, create brand image, enhance brand
of consumption, consumers are pursuing more
connotation and increase product added value and
symbolism and difference after signs to reflect their
international market competitiveness.
identity and social status. "Yin Yang and Five Elements"

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