In the afternoon on July 9, He Haiming, deputy director of CCTV Advertising Business Management Center, led a team to drive to Anbang Insurance Group in the rain, and conducted a deep talk with Wu Xiaohui, CEO, and Zhang Feng, President of Anbang Insurance Group, as well as representatives from Sinomedia, an agency of Anbang Insurance.
Network spreading all over the country with rapid development over past nine years
As a comprehensive insurance group founded in 2004 involving various businesses, such as property insurance, life insurance, health insurance, asset management, insurance sales and insurance broker and banking, Anbang Insurance Group has owned total assets of RMB 510 billion, over 3,000 outlets, over 1,000 customers and overseas assets management branches with steady development over nine years. Based on its network distributed in 31 provinces, cities and autonomous regions all over the country, Anbang Insurance is one of the insurance groups with complete branches in China. Branches and outlets across the country have not only promoted the rapid development of business, but also laid a solid foundation for Anbang to provide timely and thoughtful services for customers.
Shaping the Brand Image Together with CCTV
"The blue-sky is to buy insurance." This is an always-nagged saying among people, showing the worrying image of the insurance. The trust crisis has become a deepest restriction factor for the sustainable development of insurance industry; it becomes top priority to establish a reliable brand image of insurance industry. Meanwhile, along with promotion of the insurance industry as a whole, the enterprise brand awareness is also growing. The insurance giants, such as PICC, Ping An Insurance and CIPC, have gathered at the CCTV, and the Insurance Association of China has become the first domestic association to participate in the bidding, promoting the insurance industry to optimize the overall brand image.
"We hope to advertise on CCTV, which is the most authoritative and influential media, to build good and reliable brand image of Anbang Insurance," said Zhang Feng, President, with his full confidence. He Haiming, deputy director of the advertising center, quite endorsed such view, "The consumers mainly buy insurance on the basis of confidence, it is suggested that Anbang Insurance firstly advertises its corporate image to set up the reliable brand image, and then advertises the specific products." He Haiming also introduced the newest programs, news and resources of CCTV to the enterprise, and suggested that Anbang Insurance adopt a high-profile advertising strategy, give priority to the ‘A’ piece of gold resource for advertising the corporate image, so as to rapidly improve visibility and reputation of Anbang Insurance. Zhang Feng expressed his recognition about it, reached a consensus on 2013 advertising cooperation projects, and discussed on the details of cooperation.
Improve Service and Upgrade Brand Image
According to an online questionnaire survey conducted this year by Insurance Association of China, over 60% of internet users think that the service provided by insurance companies has a fundamental impact on insurance companies’ brand image. Service is a driving force to strengthen brand image and earn customer loyalty for insurance companies. According to Mr. Zhang Feng, the president of Anbang Insurance Inc., the company has taken effective measures to pay close attention to customers’ opinions, improve service and upgrade brand image.
The company organized an online questionnaire survey through e-business platforms, to enhance interaction with customers via its official Weibo and WeChat, to build a connection with customers by visiting residential communities, parks and business office buildings to collect to customers’ opinions and suggestions with its over 3,000 branch offices across the country. At the same time, a consultancy stand has been set up close to each branch office. Customers can pay a visit to consult or make a complaint, which will help increase customer satisfaction.
Besides, the company has been deeply involved in events related to juvenile’s education and development, as well as disaster relief to make it a company committed to the advocacy and practice as a socially responsible enterprise.