On May 30, China Life Insurance Co., Ltd. unveiled its 19th annual Customer Festival through a nationwide hybrid launch, blending cutting-edge AIGC technology with localized offline experiences. The “Intelligence for the Future, Lifelong Protection” theme underscores the insurer’s dual focus on digital transformation and human-centric service.
Digital Galaxy: Five-Planet Interactive Journey
The online portal transports customers into an interstellar adventure featuring:
Heart Choice Star: AI-powered product matching simplifies retirement/health/education planning through plain-language explanations of complex policies
Lucky Star: Gamified “Star Wish Beans” reward system (earned via games/check-ins) for prize redemptions ranging from smart home devices to premium electronics
616 Star: June 16 flash sale with hourly wish-granting opportunities
Notably, the “Fun Play Star” zone’s four interactive games—including risk-awareness simulator Cosmic Dialogue—have already attracted 1.2 million participants within 48 hours of launch, according to company data.
Offline Spectacle: Branch Transformations
Physical branches nationwide have morphed into thematic hubs:
Regionalized activations like Guangzhou’s maternal-health workshops and Chengdu’s parent-child financial literacy camps
Cross-sector “Financial Solution Stations” integrating life/property insurance with banking services
User-generated content drives engagement, with the #MyChinaLifeGuardian TikTok challenge surpassing 50K entries
Strategic Vision
“While 63% of interactions now occur digitally, our 28,000 service outlets remain vital for complex consultations,” noted CEO Zhou Ming during the Shanghai flagship event. The festival’s blended approach reflects China Life’s “One Client, Multiple Touchpoints” strategy—a key driver behind its 89% customer retention rate in 2024.
With plans to expand VR underwriting consultations and blockchain-based policy management, China Life continues redefining insurance engagement. As Zhou concluded: “Protection isn’t just about policies—it’s about co-creating futures with every client.”
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