China Post Life Insurance - User Behavior and Profile Study
Company overview
China Post Life Insurance Co., Ltd. is a state-owned, fully-owned life insurance company under the China Post Group. Founded in 2009, the company is headquartered in Beijing and has a registered capital of RMB 10 billion. Since its establishment, the company has leveraged the extensive distribution network and strong brand influence of China Post to provide comprehensive life insurance protection and financial planning services, with a nationwide business presence and has become a key player in the domestic life insurance industry
Research background
As residents' income levels rise and risk awareness strengthens, urban consumers' acceptance of life insurance products has been steadily increasing. However, competition among various life insurance products has intensified. In response, China Post Life Insurance plans to expand its market presence in first- and second-tier cities. To achieve this, the company urgently needs to scientifically identify its target customer segments and understand consumers' genuine needs in order to clarify product development directions and marketing strategies, laying a solid foundation for future business growth
Research scope
In February 2018, CEIDEA Research was commissioned by the Institute of Postal Scientific Research to conduct in-depth qualitative interviews and quantitative surveys with life insurance consumers in first- and second-tier cities. The study focused on key aspects such as consumers' life insurance consumption habits, purchase frequency, consumption capacity, price tolerance, channel preferences, and service expectations, aiming to comprehensively identify core consumer needs, evaluate existing market pain points and opportunities, and conduct segmented analysis of market acceptance across different types of life insurance products
Expected outcomes
This research will provide data support for China Post Life Insurance in assessing the strategic value of market expansion in first- and second-tier cities, helping to identify high-potential customer segments and enabling the formulation of precise product design and channel deployment strategies. The findings will also serve as reference for future development of the life insurance product portfolio, pricing strategies, service optimization, and brand communication pathways, supporting China Post Life Insurance in securing a competitive advantage in the highly competitive urban life insurance market
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