All eight pangolin species are threatened with extinction, largely through demand for their products including scales, meat and body parts. The demand for pangolin scales has gained attention from many conservation groups due to the large volumes involved in illegal trade. Market demand in China is one of the major drivers for international illegal trade according to confiscation reports, and many conservation interventions have been attempted to reduce this demand. The Traditional Chinese Medicine (TCM) community plays a key role in regulating legal trade and combating illegal trade in pangolin scales. However, this community has been largely overlooked by previous conservation interventions directed at the pangolin scale trade. There has also been little research into the involvement of the TCM community in pangolin scale trade in China. To fill these knowledge gaps, we interviewed TCM doctors from 41 hospitals, shop owners/assistants from 90 TCM shops, two TCM wholesalers, and 2,168 members of the general public in Henan and Hainan provinces, China. Respondents' knowledge of and attitudes towards the pangolin scale trade were investigated using semi‐structured and structured questionnaires, with a total of 2,301 respondents. Our results show that TCM practitioners generally have poor awareness of the illegal nature of their behaviours and pangolin scale products involved. Awareness is particularly poor among participants at the end of the trade chain (i.e. end sellers). The public also generally lacked understanding of pangolin products in markets. Results also show that 20 (71%) of 28 doctors believed that the use of pangolin scales in at least some, if not all, treatments could be substituted by other ingredients. These findings suggest that raising awareness of the legality of pangolin scale products and petitioning TCM communities to use alternative substitutes for these products could constitute feasible and effective pangolin conservation interventions. This study provides the first insights into the knowledge of and attitudes towards the pangolin scale trade from the perspective of TCM practitioners, and suggests that collaborating with the TCM community is necessary to combat this illegal trade. Keywords: China, demand reduction, illegal species trafficking, pangolins, Traditional Chinese Medicine, wildlife trade.