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Research and Consulting on the Entry Opportunities in the Chinese Group Life Insurance Market

Project Background

The client is a domestic company just entering the life insurance market. It wanted to know the demand of Chinese group insurance customers, and formulate a marketing strategy to access the group insurance market. The project is divided into two stages:

Stage 1: In-Depth Interview with Group Insurance Customers

Major interview region: Large and medium corporate customers of group insurance in the region around Bohai Sea, the Yangtze River Delta and the Pearl River Delta;

Sample size: 20, evenly distributed in every region and covering 10 industries;

Interviewees: Vice presidents of enterprises responsible for group insurance, or related department managers;

Stage 2: Telephone Interview with Group Insurance Customers

Interview region: 30 Chinese provinces and municipalities directly under the Center Government, focusing on coastal areas in eastern China;

Sample size: 600, covering 15 industries;

Interviewees: Key persons responsible for group insurance of enterprises.

Project Result

ACMR helped the client break down group insurance customers. We provided knowledge on the specific characteristics of potential group insurance customers, an in-depth analysis on the attitude of customers of different corporate natures in different industries and regions towards group insurance, and their purchase and use habits. ACMR provided suggestions on the market entry and marketing policies. To date, the client has formulated a marketing strategy based on the marketing suggestions.