Corporate Culture of Xingfu Life Insurance Co., Ltd.

The corporate culture of Xingfu Life Insurance is an important part of company management and has aggregation, guidance, motivation and normative functions. Strengthening the construction of corporate culture is a need for the company's development, a need to improve the overall quality of the company's employees, and a need to enhance the company's overall image and shape the company's brand.

Happiness Life’s corporate culture system includes four levels, namely spiritual culture, institutional culture, behavioral culture and material culture (as shown in the picture on the right). The core concepts of Xingfu Life Insurance’s corporate culture include corporate values, corporate mission, corporate spirit, corporate vision and corporate motto.

Corporate values: People-oriented, honest and standardized, creating value and serving the society.

Corporate mission: Keep the overall situation in mind, pay attention to people's livelihood, serve the public, and promote development.

Corporate vision: International-level operation and management, high-quality and efficient customer service, and a world-renowned corporate brand.

Enterprise spirit: perfection and sincerity, delivering happiness.

Corporate motto: Have ideals in mind, build brands, operate with integrity, and develop steadily. Happy Life’s business philosophy: integrity, stability, professionalism and innovation.

Happiness Life’s talent concept: Talent is the foundation of a business.

Happiness Life’s internal control management philosophy: sound, reasonable, effective and advanced.

Happiness Life’s marketing philosophy: market-oriented, customer-centered, innovation as a means, and efficiency as the goal.

Happiness Life’s investment philosophy: standardization, stability, professionalism, and value.

The overall shape of the Happy Life logo is abstracted from the traditional Chinese auspicious pattern "Wanfu", which represents the beautiful image of longevity and health and the best wishes for a happy human life, and has a strong visual impact. The overall shape of the logo is abstracted from the traditional Chinese auspicious pattern "Ten Thousand Blessings", which represents the beautiful image of longevity and health and the best wishes for a happy human life, and has a strong visual impact. The logo structure uses the combination of the first letters "X" and "F" in the pinyin of the word "happiness", which cleverly integrates the company name into it and is deeply rooted in people's hearts; the combination of lines is like arms tightly linked together, which not only symbolizes The united and upward cohesion of all employees of the company also conveys that Happy Life will be closely connected with the country, society, customers, and shareholders, with mutual benefit and harmonious development; at the same time, it also forms a deformation of the two characters "人" (人) in the upper and lower parts. The combination reflects the company's "people-oriented" business philosophy, thus highlighting the meaning of life insurance.

The colors of the logo are red, which represents "enthusiasm, progress, vitality and development" and blue, which represents "hope, wisdom, rationality and depth". The contrast is sharp and vivid, indicating that "Happiness Life Insurance will use Her financial wisdom, strong strength and brand promise bring people the warmest and most reassuring message of happiness guarantee."