The rise of a great country needs great national brands, and a number of century-old international leading brands will surely emerge. 202 1, 143 China enterprises rank among the top 500 in the world, ranking first in the world. China Ping An was among them, ranking 16 in the list of that year. As early as 1988, when Ping An was founded, we vowed to turn Ping An into a "powerful national enterprise". After 34 years' adherence to its original mission, China Ping An has become an industry-leading comprehensive financial and medical health service group with strong international influence. The group's revenue exceeded one trillion yuan, total assets exceeded 10 trillion yuan, and the total number of individual customers exceeded 200 million yuan.
If the brand wins, the followers will stick to it. Our vision is: people-oriented, national rejuvenation as our responsibility, and becoming a leading international comprehensive financial and medical service provider. Guided by this vision, we recently officially announced the update and upgrade of the company's brand logo, mainly upgrading the slogan "finance and technology" in the existing brand logo to "professionalism and value", and retaining the original design of the Chinese and pinyin "Ping An" in the main body of the brand logo. Ping An Group and its major member companies have used the new brand logo and the brand slogan of "Professional, Better Life" in related communication.
Establish a lasting foundation and a century-old brand. The change of the brand logo this time is not a simple return and inheritance, but an upgrade and update. It is not a simple replacement of brand logo, but a complete and clear combing and expression of Ping An brand system. It will not only stay at the brand slogan level, but will be precipitated into the action plan and action consciousness of all safe people. It indicates that as an excellent national enterprise, we will be deeply rooted in China, firmly maintain our strategic strength, and eagerly respond to the call of the times. At the same time, we will look to the future, focus on the company's century-old foundation, and show our confidence and determination to build a world-leading first-class brand safely.
0 1 What is a century-old brand?
Under the background of high-quality economic development in China, China brand bears a higher vision of enterprise strategic development, and moves towards the goal of "from China manufacturing to China creation, from China speed to China quality, from China products to China brand". China Ping An, together with many excellent national brands, is firmly on the road of this era.
Why do you want to create a century-old brand? This is inseparable from the two dimensions of history and reality.
From a historical point of view, a century-old brand must have strong talent and customer cohesion, anti-pressure ability in times of crisis, competitiveness in the market environment, and strong vitality for sustainable development and progress. Reform cannot be achieved overnight, nor can it be done once and for all. Reform is forced by problems and deepened by constantly solving problems. The same is true for business and brand building. The times will always put forward new propositions, and customers will always have new demands. If a company wants to build a lasting foundation and a century-old brand, it must gather knowledge, resist heavy pressure, compete and innovate, strive to keep pace with the times and be a partner of customers.
National trust. In recent years, China has actively implemented the new development concept, constructed a new development pattern, leapt to the second largest economy in the world, and its economic strength, scientific and technological strength and comprehensive strength have reached a new level. Only when the century-old brand finds its own position in the rise of China and assumes its due responsibilities can it contribute to the country's high-quality development. China Ping An insists on serving the national economy and people's livelihood and actively supports the development of the real economy. By the end of 20021,the company had invested a total of 5.9 trillion yuan to promote the development of the real economy and protect people's livelihood. At the same time, actively participate in poverty alleviation and rural revitalization, provide about 50 billion yuan of industrial assistance to remote areas, and upgrade and transform more than 1 1,000 smart rural clinics and rural primary schools.
National first choice. The internal motivation of the rise of China brand lies in responding to people's yearning for a better life. Faced with people's increasingly diversified, convenient and one-stop financial services, China Ping An has realized the financial service scenario of "one household, one insurance and one account" relying on the advantages of comprehensive financial services. Focusing on the nine scenarios of "buying a house, buying a car, buying insurance, investing and saving credit cards, and providing for the elderly in a healthy way", China Ping An is committed to seamlessly connecting daily medical and health services with financial services to provide customers with a package of convenient and high-quality services. Over the years, we have become the leading enterprise in the list of international brands 100 and the first brand in the insurance industry.
Keep pace with the times. Centennial brand bears the consistent cultural core of the enterprise, and also responds to the pulse of the times and the strategic innovation of the enterprise. Looking back on 34 years of pioneering and enterprising, China Ping 'an has experienced five times of brand identity evolution. 1992, the company changed its name to "China Ping An Insurance Company", and the logo color changed from blue to green and red, showing great vitality. In 2002, in order to cooperate with the historic breakthrough of China Ping 'an in establishing a group company, we used "China Ping 'an" in the brand logo for the first time to continue the maturity and vitality of orange-red elements, and for the first time, we highlighted "professionalism and value" in the brand logo. Since then, in order to express Ping An's insistence on comprehensive financial strategy and one-stop service mode, as well as its pursuit of technology empowerment service and ultimate user experience, brand elements such as "insurance, banking, investment" and "finance, technology" have been presented in the brand logo. In the past 20 years, what has changed is the strategic structure and brand elements, and what remains unchanged is "professionalism and value", which has always been the action guide and unremitting pursuit of Ping An people and has become a powerful driving force for the company's strategic innovation and business transformation. "Profession, making life simpler" has always been a firm brand promise of Ping 'an people, allowing customers to enjoy a simple and quality life.
Practice internal strength and unify the brand.
Building a century-old international leading brand depends on "internal strength" cultivation. This brand upgrade is not only a simple company logo update, but also a complete and clear combing of the brand system, and an all-round test and promotion of the brand management concept of Ping An.
The reason why the iceberg movement is magnificent is not the tip of the iceberg above the water, but the invisible 90% as the foundation. The same is true of brand building. For users and consumers, behind the brand logo is a strong brand system and cultural core support. Across the new century and the old century, across the historical cycle, if we sum up Ping An's brand and culture in one sentence and seek to change the status quo, there is no doubt that this sentence is "professionalism creates value".
What is "major"? Professional practice is endless. Specialization, specialization, concentration, concentration. Industry, entrepreneurship, career, foundation. It is a self-sharpening professional craftsman spirit, a firm commitment to serve customers and a long-term practice of pursuing Excellence. Starting from the needs of customers, Ping An is committed to providing customers with "worry-free, time-saving and money-saving" services through professional financial consultants, professional family doctors and professional old-age housekeepers.
Simple and convenient consumption experience. This requires us to constantly test: Are Ping An's products, services and channels the most professional in the market? Are Pingan people the most professional in industry, company, team and post?
Where is the "value"? The cultivation of values should be pursued diligently. As the world's leading national financial brand, based on deep feelings and long-term insight into China's vast market and hundreds of millions of consumers, China Ping An insists on "service first, integrity guarantee", provides employees with "career planning, living and working in peace and contentment", creates "stable returns and asset appreciation" for shareholders, practices "grateful feedback and building the country" for society, and constantly creates maximum value for customers, shareholders, employees and society.
The prominence of "professionalism and value" in brand identity seems to be a return and inheritance, but also an upgrade and revival; It is an inevitable choice for China Ping An's strategic transformation of "comprehensive finance, medical care and health", an important milestone in brand development, and a complete and clear combing and expression of the brand system in the crucial year of cultural remolding, strategic upgrading and reform and transformation.
A century-old brand, vision first, the primary solution is the question of "who do I want to be". Facing the people's increasingly diversified financial consumption demand and responding to the party and national healthy China strategy, China Ping An has established the brand vision of "taking people as the center, taking national rejuvenation as its own responsibility, and becoming a leading international comprehensive financial and medical health service provider". What is international leadership? This means being recognized by the society, the benchmark of the industry, the first choice of customers and the pride of employees.
Who Are We? This is related to the positioning and mission of the century-old brand. Ping An is committed to becoming the most professional financial consultant, the most professional family doctor and the most professional old-age housekeeper around customers. Focusing on the nine service scenarios of "buying a house, buying a car, buying insurance, investing and saving credit cards, and providing for the elderly in a healthy way", we will realize the seamless connection between daily life services and financial services, and provide customers with a convenient, professional and quality financial life consumption experience.
What do we say? This is about the idea of a century-old brand. Career makes life easier. This is the most solemn brand promise in Ping An's 34-year strategic practice. What is simplicity? The road is simple, complicated and simple, complicated and simple. China Ping 'an strives to create a "one peace" ecological map of "comprehensive financial health care" and realize "one customer, one account, one-stop service". Why is it simple? Leave complexity and problems to yourself, simplicity and convenience to customers, simplify complex things, popularize professional things, and facilitate cumbersome things to solve customers' all-round, diversified and personalized needs in the fields of comprehensive finance, medical care and health, so that customers can "worry, save time and money". Career makes life easier. This is the clearest brand image that Ping An continues to convey to the market and the public.
What should we say? This is about the communication strategy of a century-old brand. Within China Ping An, Wells Fargo's concept of "One Wells Fargo Bank" in brand building has been recognized and respected. The concept of "a rich country" is to attach importance to and encourage all business lines to cooperate with each other, actively promote cross-selling and meet the diversified financial needs of customers. From the internal point of view, the river is declining, talented people come forth in large numbers, and their backgrounds and majors are diverse. From the outside, Ping An has many businesses, but it always revolves around "one customer, one Ping An, one account, one-stop service". Ping An always adheres to a single brand strategy, and insists on a peace inside and outside. All Pingan people and all member companies should consciously maintain a unified brand image.
What are we going to do? This is related to the internal radiation of a century-old brand. Brand is not only "talking", but also "doing". Without the practice of all peaceful people, the brand is "empty talk", which is tantamount to castles in the air. The brand proposition of "Profession makes life easier" should not only be internalized in the heart, but also externalized in the line. In Ping 'an, everyone is a brand ambassador, everyone faces the needs of the market and customers, and everyone practices the "integration of knowledge and practice". Only in this way can brand promise's experience with customers be highly consistent, and Ping An can make customers truly feel the company's "commitment". We should deeply understand the connotation of "One Ping" brand, "One glory is all glory, one loss is all loss", care for the company's brand like our own eyes, and consciously practice the company's brand concept and value proposition. We resolutely oppose all acts that damage the brand reputation of the company.
The core of external communication is the same.
The initial heart remains unchanged, the vision is permanent, and the core remains unchanged. "Profession creates value" is always the action guide and unremitting pursuit of Pingan people to serve customers. "Professionalism, making life simpler" has always been a firm brand promise of Ping 'an people to customers. Looking back on Ping An's previous brand logo and brand slogan innovation, what changed was the communication language with China market and consumers, but what remained unchanged was the culture and inheritance in the past 34 years. They all closely focus on the needs of consumers and the changes in the China market, and realize the "cognitive-functional-value-demand-driven" communication journey with customers in innovation.
Establish cognition. 200 1, "Place Names" was broadcast on CCTV as the corporate image advertisement of "Peace in China and Peace in China", which started the brand slogan of "Peace in China and Peace in China". "Peace" contains the simple feelings of peace, tranquility and happiness, and is the desire that people pray for and pursue. Peace lies in happiness, which represents China's deep blessing to the peace of the country, that is, to pray for the prosperity of the motherland, the rejuvenation of the nation and the happiness and well-being of the people. This has deeply strengthened the brand cognition and brand emotion of "Ping An" in customers' minds.
Highlight the function. In 2007, Ping An Innovation launched the brand slogan "Buying insurance is buying peace". As the name implies, when it comes to insurance, it can be associated with peace. "Buying insurance is for peace." In the market environment at that time, this slogan strengthened the professionalism of Ping An brand in the insurance field, promoted the development of various formats of comprehensive finance with insurance as the leading factor, and also showed the significance and necessity of insurance protection to our customers. It was a wonderful move to comprehensively enhance the brand image by promoting the company's sharp knife products.
Strengthen value. 20 12, ping an solemnly promises to our customers: professionalism makes life easier. With the wave of scientific and technological innovation and digital transformation, Ping An brand constantly emphasizes its role in modern financial consumption, that is, providing one-stop comprehensive financial services to meet customers' needs, helping customers to save worry, time and money. This slogan will be used as the core concept in the brand for a long time.
Demand driven. In 2023, Ping An entered the "deep water area" of the fourth decade, and reached a crucial year for corporate culture and brand upgrading. Facing the new tasks, challenges and opportunities in the new era, China Ping An has upgraded its brand identity of "Profession and Value", which indicates that China Ping An will fully shift to a new development model driven by customer demand, truly pursue the vision of "people-centered" and implement the business philosophy of "customer demand".
The journey of communication is a journey of practice. We should perfectly combine the company's brand value proposition with customers' needs, and let customers get real value experience with our excellent, careful and unexpected professional services: worry-free, time-saving and money-saving.
From Avenue 04 to Jane, "knowledge, action and fruit" are integrated.
China Ping An has a grand vision, mission and ambition, and a century-old brand and a lasting foundation are our pursuits. In the process of practicing our brand concept, we should always regard the unity of cognition, behavior and result as the core element of brand whole process management to ensure the unity of knowledge and action.
Excellent brand concept must be highly consistent with corporate vision, strategic ambition and customer needs. It is through the "professionalism" and "value" in this brand logo that the high integration of the four is realized. Based on this analysis, brand expression runs through the whole process of enterprise management, up and down, inside and out. Before and after the breakthrough, that is, through the historical cycle, the brand core remains unchanged; Through up and down, that is, through strategy and execution, the whole company will concentrate on it; Through the inside and outside, that is, connecting expression and service, the brand culture will be integrated on both sides.
In peacetime, people often say that "knowledge, action and result are one". Knowledge means cognition and idea, action means execution and practice, and fruit means result and value. Build a century-old brand, look, think, say and finally do it.
This is the unity of knowledge and action.
As far as "professionalism creates value" is concerned, brand identity is cognition, professionalism is line, and value is fruit. Brand identity is not only for customers, but also for ourselves. Let all employees deeply understand the connotation of this sentence. More importantly, practice professional ideas, professional qualities, professional behaviors and professional services. Finally, customers can gain value and gain value-added experience. Only by realizing the value of customers can we realize the value of the company, the value of shareholders and the value of employees. "Profession creates value" is endless. We should keep talking and doing it. Our professional practice and value practice are endless. We want to let you know that Ping An is a profession, and customers who buy Ping An products must enjoy the most professional and valuable service!
As far as "specialty makes life easier" is concerned, the brand slogan is cognition, specialty is line, and simplicity is fruit. Profession means to become the most professional financial consultant, the most professional family doctor and the most professional old-age housekeeper in the industry. The so-called simplicity of Ping An is "worry-free, time-saving and money-saving", which is an efficient and convenient consumption experience and a quality life, reflecting the dignity and self-realization of customers' lives.
From avenue to simplicity, all laws are unified. Simplicity is beauty, and simplicity is the "unity of knowing and doing" of Ping An brand.
"Only those who master the situation can control the future". The times are changing, the market is changing, the technology is changing, the customers are changing, and the initial intention of Ping An remains unchanged. Facing the new era, new opportunities and new challenges, the new value culture of Ping An has been passed down from generation to generation, and the brand concept of Ping An is in the same strain. I believe that Do not forget your initiative mind, a peaceful man, will be led to forge ahead, start a new business for the second time, advance into a new journey, reach a new level and create greater glories.
Related Q&A: How do good car owners apply for electronic annual inspection marks? Safe and good car owners cannot apply for the electronic annual inspection mark. The owner of Ping An is an insurance app, where you can apply for the electronic traffic insurance sign. The electronic annual inspection mark shall be posted on the vehicle management office 12 123app.