AIA adds new flavor to its century-old brand

AIA Shanghai joined hands with a popular catering brand on Tuesday to better tap into people’s growing needs for a healthier and longer life, with the cooperation marking the century-old insurer’s new attempt at rebuilding itself as a "health management partner” for policy-holders.

Guo Jiesheng, general manager of AIA’s Shanghai branch, said at the opening ceremony that the marriage between his company and Fuwapulu, a Japanese-style restaurant that advocates healthy diets and living, showcased a new breakthrough in brand-building for the insurance industry.

“We hope to bring a fresh feeling to the public through this crossover and transmit our corporate culture to a wider audience,” Guo added.

AIA has been making constant efforts to upgrade its brand during the past years and in 2018, the company repositioned itself as “a health management partner" from being “a full-scale protection expert”.

Accordingly, more emphasis has been attached to promoting healthy lifestyles among their clients, focusing on daily health management and offering multiple health protection solutions for policy-holders, AIA said.

The tie-in will also function as a brand-new channel to promote face-to-face communication between insurance agents and potential customers, the insurance giant said.

Back in 1993, AIA took the lead in introducing the agent system into China, which was widely adopted by local and joint-venture insurance companies and became the main marketing channel across the sector.

Looking into the future, the underwriter predicts that agents will remain a very crucial and powerful way to build trust between insurers and their customers.