Interview with Ye Gang, general manager of AIA Hubei: Marketing strategies have been upgraded again,

Polar News Correspondent Chen Che Ting

In the past few decades, with the rapid growth of China's economy, the continuous growth of per capita income, and the continuous acceleration of urbanization, the Chinese life insurance industry has gone through a period of booming, and the industry scale has expanded sharply. However, with the development model of the horse racing circle, extensive operations can no longer meet the current customer needs and market environment. The era of reaching out to pick up low fruit has passed, and the industry has entered a period of transition from high -speed development to high -quality development.

Especially in recent years, multiple factors such as new crown pneumonia have brought huge challenges to all walks of life. The life insurance industry has fallen into a difficult time, and the growth of new business value has slowed down, but this is also the best test of AIA. In the market environment that is uncertain and challenging, AIA has always maintained competitiveness and continues to grow against the trend. On March 11, 2022, AIA announced its financial results in 2021. AIA's new business value was 1.108 billion US dollars, an increase of 10%year -on -year, and continued to become the biggest contributor to the new business value of AIA Insurance Group.

The heavy layout of Central China is moving towards the "Talent Bonus"

In 2021, Dongfeng, which was opened by finance, completed the AIA Life Insurance after completing the "division", set up branches in many places in China to implement regional expansion plans. On the occasion of the 30th anniversary of the return of AIA's return to the Chinese mainland market, AIA's heavy layout of the Central China market. In January 2022, AIA Life Life Hubei Branch officially opened.

"Hubei is located in the hinterland of Central China. In recent years, the economic development has developed rapidly, and the per capita GDP leads the Central China. Wuhan has always been called the" Nine Provincial Passing "place. It is also an important talent education base. Ye Gang, general manager of Life Insurance Co., Ltd. Hubei Branch.

Hubei, the first fall, has always attached great importance to the cultivation of talent training. On January 5, 2022, the "AIA-Wushu Education Educational Actuary Fund" was officially established. AUO will donate 1 million yuan to Wuhan University to support the related learning and scientific research of the School of Economics and Management of Wuhan University in the next ten years. Essence At the same time, the two sides set up a "AIA internship base" at the Hubei Branch of AIA Life Insurance to give full play to their respective advantages and jointly cultivate local insurance talents.

Ye Gang proposed: "Thirty years ago, AIA returned to the 'hometown' Shanghai, and took the lead in bringing the insurance marketer system to the Chinese mainland market. Through the development of nearly 30 years, AIA gradually formed a set of marketingist channel construction in leading industries. The theoretical and practical system has transported a large number of high -quality insurance marketers for the life insurance industry in Mainland China. Now, in order to meet the increasingly diverse and personalized customer needs, AIA no longer simply emphasizes the professionalism of marketers, but is professional in professionalism. On top of the standard, the marketers are encouraged to provide a comprehensive service with temperature, and the positioning of the marketers 'role is changed from' guarantee expert 'to' health and wealth management partners 'and' insurance entrepreneurs 'for the lives of accompanying customers' lives. "

General Manager of AIA Life Insurance Co., Ltd. Hubei Branch

Based on this positioning, AIA Hubei has continued to increase investment in newcomers recruitment, talent training, team building, etc., adhering to the concept of "high -quality recruitment", actively promoted the "excellent marketer 3.0 strategy" in Wuhan, and has initially realized the marketer channel channels A number of results and breakthroughs in high -quality recruitment.

According to Ye Gang, in 2022, AIA Hubei Hubei accumulated a total of 67%of the bachelor's degree. Some of the undergraduate academic marketers came from well -known colleges in the country with an average age of 34.6 years. The main body of the past has also tended to the middle and senior management talents in various industries. The per capita income earlier in the previous year was 180,000. As of press time, AIA Hubei has been born 14 MDRT.

The development of "excellent marketers" in the agency3.0 era

With the stricter policy of the insurance industry, the "insurance surname insurance", the slowdown in the growth rate of the agent, the fierce competition in the Internet insurance, and the insurance industry facing multiple transformation pressures. As the leader and innovator of the marketingist channels of Mainland China, AIA always leads the high -quality development of the insurance marketer system in the Times, firmly in the industry's leading brand status. Problem thinking.

From the pioneer of the agent system to the guarantee experts of the life insurance industry, now entering the Agency 3.0 era, AIA announced the upgrading of the "Excellent Marketing 3.0 Strategy". How to view this upgrade? Ye Gang believes that the essence of channel upgrades and transformation lies in building high -quality teams. "AIA Hubei will abandon the play of human sea tactics, pay more attention to 'talents' instead of 'population', and build AIA Hubei as the fertile soil that cultivates insurance talents "He conducted in -depth interpretation of the three core aspects of the development of newcomers, the improvement of production capacity, and the promotion of promotion.

The first is to build the most easy platform for newcomers. Newcomers are the foundation of the healthy development of the team, and high -quality talents can drive the virtuous circle of the entire team to enter the development. The key to the marketer mode is the upgrade iteration of team capabilities, and the retention of newcomers after high -quality recruitment is the source of living water for high -quality development of channels.

Therefore, based on the precise prediction of channel transformation, AIA Hubei further focused on the development and retention of newcomers in addition to high -quality recruitment. "AIA should be a comprehensive platform for personal growth and career development for marketers," Ye Gang emphasized that AIA Hubei will focus on "newcomers development" multidimensional to help marketers, focusing on newcomers in the exhibition industry, self -development, career planning, etc. The actual challenges faced in the side, in line with the requirements of the Agency3.0 era, provide a series of support measures such as comprehensively upgrading the marketer incentive management system and the establishment of a newcomer development team to provide targeted support for newcomer marketers, and provide their career growth path and customer operation. Clear guidance, help newcomer marketers become the "source of living water" for high -quality development of channels to escort the growth of newcomers. "Marketing should not be positioned as insurance salespersons, but" health and wealth management partners 'and' insurance entrepreneurs 'with customers' lives. "Today, the competition of channel transformation is increasingly fierce, and AIA believes that it is more refined and more refined and more refined and more refined. More persistent service capabilities will become a differentiated advantage of competitiveness in the future, and to win the trust of customers, it is also the key to marketing staff channel positioning and sustainable development.

The second is to build a MDRT platform. According to public data from the industry, AIA Insurance has created a "strong magnetic field" that brings together a million round table members (MDRT) -i AIA Insurance Group has won MDRT members for seven consecutive years, and AIA Life Insurance also ranked in the number of MDRT members in 2021 It ranks first in Mainland China.

The realization of this achievement not only relies on the four major value propositions of health, pension, wealth management, and inheritance of AIA, but also through continuous innovative digital tools and the professional training system of marketers represented by AIA U as a marketer as a marketer as a marketer as a marketer as a marketer as a marketer as a marketer. Customer services and professional growth provide solid support, so that marketers can achieve in -depth analysis and precise insight into customer needs, further improve their diversified skills in service and exhibition industry, and help friendly marketers grow steadily to "health And wealth management partners ".

The third is to create a platform for incubation insurance entrepreneurs. Development is the last word. In the future, professional sales capabilities and customer operating capabilities will become the core competitiveness. How to steadily seek "Jin" and optimize the growth mechanism of marketing staff?

On the one hand, AIA provides a clearer, subdivided and stable plan for the promotion of marketers, and further encourages the health promotion of marketers and comprehensively empowers the growth and management of the marketer team -by setting up to each level, Exclusive training development and system support allows marketers to grow more solid and stable; thereby mobilizing the autonomy and enthusiasm of marketers to participate in team development, and supports marketers on the "insurance entrepreneur" incubation platform " There is a 'Jin' "to achieve career development and breakthroughs.

On the other hand, AIA attaches great importance to the continuous investment and encouragement of mature marketers, including further improving the supervisor's assessment system, and promoting the stability of architecture on the basis of improving the objectivity of the assessment dimension and comprehensiveness. At the same time, AIA also launched a more humane incentive mechanism to link income to responsibilities and service quality and clearly define requirements to promote the healthy operation and sustainable development of the team.

In addition to empowering marketers in core capabilities, and always maintaining the competitiveness of marketers channels, AIA's "excellent marketers" channels are committed to creating "the" insurance entrepreneur 'platform with persistent, systematic, and entrepreneurship ". Essence The overall upgrade of the excellent marketer strategy further focuses on the career development and promotion of the marketers team, and continuously optimizes the layered training system to promote the overall improvement of the marketer team, help marketers to achieve a stable and sustainable career development, and create more to build more Mature "insurance entrepreneur" incubation platform.

Together down to cultivate channels for talents fertile soil

It is reported that the upgrade of AIA's strategy of "excellent marketers" has reiterated its determination to continue to build around the three dimensions of systems, technology and culture, further consolidate the development strategy of "Excellent Marketing 3.0", and cultivate high to transport growth nutrients to talents. Weds for quality channels.

At the level of optimizing the construction of the system, AIA relies on the four major value propositions of health, pension, wealth management, and inheritance, and helps marketers to build the "hard power" of the exhibition industry with rich and competitive advantages. In terms of talent training and team management, after more than two decades of development, AIA has formed a set of theoretical and practical system for the construction of marketer channels in leading industries, covering the Unevitation System, Newcomer Development System, Supervisor Cultivation System, Director of Directors, Directors Operating systems, etc., can fully help the high -quality development of channel talents in various aspects such as recruitment, training, promotion. In addition, AIA attaches great importance to the investment in marketer channels and is committed to building a diversified development platform for excellent marketers through integration of multi -party resources. Through the professional training system AIA U, AIA and Fudan University and well -known business schools have cooperated to jointly build a training course and certification system exclusive to AIA marketers, to build a professional, intelligent, and branded development platform for marketers, guide And support the overall growth of excellent marketers, and help marketers grow into a "insurance entrepreneur" who is professional, trusted, forward -looking and strategic.

At the level of science and technology empowerment channels, AIA has developed digital and intelligent technology as an important starting point to develop its own digital upgrade path -TDA (Technolog, DIGITAL, Analytics) strategy. Based on the TDA strategy, AIA believes that the technology empowering life insurance industry has experienced three stages: automation to data and intelligence. Today, AIA has completed the first phase of automation work, and has achieved 100%online operation of the entire process of channels. Now it is accelerating the "business dataization and data business" of the next stage. Through the continuous empowerment channels of digital tools, marketers can be able to provide customers with customized products in the rapid market, and then provide customers with customized products and specialized and temperature services for customers. Today, AIA has built a comprehensive integrated platform covering a number of digital tools such as "AIA Family Security Consultants". Based on the platform, marketers can pass the platform's comprehensive intelligent evaluation of customers' basic situation and risk guarantee, combined with big data analysis, analysis of big data analysis And professional suggestions to help customers match the most suitable customized guarantee solution. As the first foreign -funded insurance company in Mainland China, AIA has spared no effort to contribute to the development of the Chinese life insurance industry since its long -term for a long time. Nowadays, with the different "non -front -tier cities development strategies", the Sichuan and Hubei branches have been established one after another. AUO has gradually increased its investment in the non -first -tier market and optimized resource allocation, focusing on differentiated elite marketers training and differentiated brands And multi -dimensional mechanisms and measures such as product value claims and talent training.

At present, as the public's importance and concept of insurance are changing, especially the epidemic has further stimulated the people's health guarantee needs. Secondly, customers have become more diversified and personalized to ensure the demand for products and services. The future development has greater potential and space. "Excellent marketer channels have always been a strong driving force for promoting AIA's high -quality development. AIA Hubei will continue to empower marketers and consolidate the highlands of marketers channels to become the unremitting efforts of becoming the most trusted insurance company in Hubei families'."

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