Aviva's Chinese life insurance joint venture Aviva-Cofco has won approval to open a sales office in Xiamen, Fujian Province.

Xiamen, located on the east coast of China, is a developing city with 1.2 million people. The company said it would be looking to leverage its position as the first foreign entrant to the city, with the aim of winning 10% market share by 2010.

As in other markets, Aviva-Cofco said it would strongly promote the multi-channel distribution model in Xiamen.

The Xiamen office means Aviva-Cofco will have presence in 11 cities in China, in the form of four branches and seven sales offices.