Deep collaboration across six major sectors! Haier and New China Life Insurance form a strategic partnership

Presented by｜China-Visit Network

Reviewed by｜Li Xiaoyan

On March 20, Haier Group, a globally leading provider of solutions for better everyday living, and New China Life Insurance, a domestic top-tier life insurance company, officially signed a strategic cooperation agreement in Qingdao. Building on the new stage of development and closely following national strategies such as building a strong manufacturing country, a strong financial country, and a Healthy China, the two sides will conduct in-depth cooperation across six major core areas: joint marketing, the development of smart industrial parks, senior living community services, health management, industrial investment and financing, and new energy and new technologies. They will explore innovative models that deeply integrate financial capital with real-economy industries. With the power of building an ecosystem together, they will improve people’s well-being and jointly write a new chapter in safeguarding people’s better lives.

At the signing ceremony, Yang Yucheng, Party Secretary and Chairman of New China Life Insurance, and Zhou Yunjie, Party Secretary of Haier Group, Chairman of its Board of Directors, and Chief Executive Officer, attended and witnessed the cooperation taking root. Liang Haishan, Vice Chairman of the Board of Directors and President of Haier Group, and key leaders from both sides’ business segments participated throughout the process and jointly finalized cooperation details. This signing is not only a “powerhouse meets powerhouse” collaboration between two industry-leading enterprises, but also a pragmatic move by both sides to fulfill their mission of “serving the real economy with financial services and safeguarding people’s well-being through real-sector businesses.” It also marks that the cross-industry integration of finance and real industry has entered a brand-new stage.

At the signing ceremony, Zhou Yunjie extended a warm welcome to Yang Yucheng’s delegation. He pointed out that Haier Group has always adhered to the core principle of “customer-centric,” has devoted years to deeply cultivating real-economy industries, and has already built an ecosystem layout covering all scenarios such as smart living, health and senior care, industrial parks, and new energy, among others. It also has strong capabilities in technology research and development, real-entity operations, and a massive number of scenario touchpoints. In the future, Haier will fully leverage its strengths in intelligent manufacturing, smart scenario deployment, and real-entity service operations, and work in a practical and efficient manner with New China Life Insurance to ensure that all cooperation initiatives are implemented and deliver results. It will deeply integrate into the service scenarios co-built by both sides, demonstrate greater impact in serving the real economy and improving people’s well-being, and earnestly fulfill the social responsibilities of industry-leading enterprises.

Yang Yucheng expressed full recognition of Haier Group’s long-term industry leadership and social contributions. He stated that the two sides share a common mission in serving national strategies and fulfilling people’s aspirations for a better life, and they align highly in corporate strategy, corporate culture, and core values. As a leading life insurer that has been deeply focusing on health and senior care finance in China, New China Life Insurance has established a “insurance + investment + services” three-part coordinated core strategy. By early 2026, it has deployed 53 high-quality health-and-senior-care communities in 37 cities and laid out 70 travel-and-living projects across 57 cities. It has built a full-cycle health management system covering the entire process from disease prevention to medical assistance and chronic disease management. It has clear advantages in long-term protection and steady capital operations. In this cooperation, both sides will fully leverage their complementary strengths in ecosystem layout, resource endowments, and professional capabilities to carry out all-round, in-depth strategic coordination and ecosystem co-building. This will help accelerate the building of a strong manufacturing country and a strong financial country.

Pursuant to the cooperation agreement, both sides will focus on six core areas, transform cooperation outcomes into tangible results that benefit people’s livelihoods, and build an industry benchmark for the integration of finance and real industry. In the joint marketing domain, the two sides will connect their member systems, launch customized bundled linkage packages. When purchasing Haier smart home appliances for the whole home, customers can enjoy New China Life Insurance’s exclusive rate discounts. Customers can also configure relevant insurance products from New China Life Insurance that can be exchanged for Haier health monitoring equipment and home-care service vouchers, enabling one-stop fulfillment of both consumption and protection.

In smart industrial park development, by leveraging Haier’s smart park technologies for security and surveillance, smart home solutions, and energy management, and combining them with New China Life Insurance’s community protection services and supporting personal and property insurance, the parties will create a new model of smart communities that integrate residence, health and senior care, and safety—making “residence equals protection” a reality. Senior living community services, as the core incremental component of this cooperation, will target the three major pain points in aging care—insufficient funds, inadequate care, and non-intelligent equipment—to deliver three levels of upgrades. Relying on New China Life Insurance’s pension annuity insurance and long-term care insurance to provide lifelong stable cash flow, and linking with New China’s professional teams for health and senior-care communities as well as Haier’s age-friendly transformation and intelligent call devices, the parties will build a smart elder-care closed-loop that seamlessly connects home-based, institutional, and travel-and-living senior care. This will ensure that elderly people can age with greater dignity and stronger security.

In health management, the two sides will rebuild the logic of protection and establish a full-cycle health management chain of “prevention—screening—intervention—claims.” They will integrate New China Life Insurance’s health service system “ZunAn RuiYue Kang” with Haier’s home health monitoring hardware. The parties will provide customers with an all-in-one service covering regular checkups, chronic disease interventions, a green channel for medical visits, and rapid claim processing. This will drive insurance to transform from “post-event claims” to “full-cycle guardianship.”

In the industrial investment and financing domain, New China Life Insurance will leverage its advantages of large insurance funds, long durations, and strong stability to provide targeted support for upgrading real-economy industries such as Haier’s new energy, smart health and senior-care technology, and health-related businesses. This not only fulfills the mission of insurance capital serving the real economy, but also achieves steady capital appreciation, forming a virtuous closed loop of “real-economy development—financial efficiency enhancement—customer benefit.”

In the new energy and new technology domain, the two sides will work together to develop green energy and cutting-edge smart health and senior-care technologies. They will integrate green technology and smart technologies into aging, health, and residential scenarios, seize the new track for smart protection, and provide consumers with next-generation livelihood service experiences.

As a landmark cooperation marking the start of the “15th Five-Year Plan” period, the joint efforts of Haier Group and New China Life Insurance not only address industry pain points such as the disconnect between financial protection and on-the-ground services, and the fragmentation of health and senior-care services. They also build a whole-chain ecosystem model of “finance + scenarios + services.” For New China Life Insurance, this cooperation broadens the channel to serve real-economy industries and helps its investment logic shift from “financial investment” to “ecosystem co-building.” For Haier Group, by drawing on New China Life Insurance’s financial strength and professional service capabilities, it further improves its own ecosystem closed loop and enhances competitiveness in full-scenario services.

Looking ahead, starting from this signing, both sides will establish an efficient coordination mechanism, steadily advance the implementation of cooperation across the six major areas, and continuously optimize service models and enrich service content—so that more people can enjoy smart, convenient, and secure protection along with everyday living services. Under the guidance of national strategies, these two leading enterprises will, through the practice of deep integration, fulfill social responsibilities, solidify the bottom line of people’s livelihood protection, and inject strong momentum into promoting high-quality development of the real economy and meeting people’s aspirations for a better life. Together, they will draw a brand-new blueprint for coordinated development between finance and real industry, and for safeguarding people’s well-being.

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