Supervision article
Boots that have landed or are about to land.
As the saying goes, "the vibration of Amazon butterfly wings has become a tornado in Texas." As an industry with strong policies, the insurance industry is likely to cause violent turmoil in the insurance market. In the past two years, the regulatory authorities have issued a series of opinions and measures on the development of insurance e-commerce channels. Some of these opinions and measures have been formally implemented but the detailed rules have not yet been promulgated, and some are seeking opinions and constantly improving. These opinions and measures will undoubtedly have a profound impact on the development of 20 15 insurance e-commerce.
The Opinions of the State Council on Accelerating the Development of Modern Insurance Service Industry issued in August 2065438+2004 raised the development of the insurance industry to the national level for the first time, and was praised as the "Ten Articles of New China" in the insurance industry. The "Ten Articles of New China" clearly put forward "supporting insurance companies to actively use new technologies such as network, cloud computing, big data and mobile Internet to promote the innovation of insurance sales channels and service models", which can be said to point out the direction for the future development of the insurance Internet. But how to support it? Are there any detailed rules? While insurance companies are committed to the development of Internet channels, it is not without expectation and hope that the "boots" of the "New China Ten Articles" will be louder and more real.
If the "Ten Articles of New China" is the first "boot" that insurance e-commerce enterprises will face in 20 15 years, then the Interim Measures for the Supervision of Internet Insurance Business will be the second "boot". 20 14, 12, 10, the China insurance regulatory commission published the draft of the measures for comments. In the draft, the restrictions on the strict territorial sales of insurance companies will be released. In addition, the internet insurance business carried out by insurance companies through social software will also be regulated, which will help the insurance industry to innovate with more abundant internet tools. However, what makes many insurance institutions uneasy is that Article 29 of the Exposure Draft stipulates that "the network platform established by insurance group companies according to law shall be managed with reference to the third-party network platform", while "the third-party network platform can only provide pure platform services and cannot participate in underwriting, claim settlement, surrender, complaint and customer service." If this regulation is implemented, it will directly restrict the business operation authority of some insurance institution groups in official website, which is not conducive to the strategic deployment of the integration of sales resources within the insurance institution system. It is reported that some insurance institutions have fed back to the regulatory authorities through different channels, hoping that the regulatory authorities will redefine the third-party network platform.
If the Interim Measures for the Supervision of Internet Insurance Business will have an impact on the distribution of insurance Internet channels, then the Guiding Opinions on Deepening the Reform of Commercial Auto Insurance Clause Rate Management System, which will be launched on 20 15, will impact the price advantage of power grid sales channels. From July 2065438 to July 2004, the China Insurance Regulatory Commission issued "Guiding Opinions on Deepening the Reform of Commercial Auto Insurance Clause Rate Management System (Draft for Comment)" to all property insurance companies, soliciting opinions from the industry on the core points of auto insurance fee reform. In the past, insurance companies launched power grid auto insurance, because abandoning intermediaries usually allowed consumers to enjoy the extra discount of 15%. However, according to the new rate system, in principle, each channel can float the rate within the preferential range of more than 30% according to its own channels. If the guidance is implemented, the price advantage of power grid sales channels will no longer be unique, which is likely to have an impact on power grid sales channels.
In addition to the above three opinions and measures, the telephone sales ban management system will have a far-reaching impact on the insurance e-commerce channel in 20 15 years. In 20 13, the CIRC issued the Measures for the Administration of Telephone Sales of Life Insurance and the Notice on Regulating the Telephone Sales Market Order of Property Insurance Companies and Prohibiting Telephone Sales from Disturbing People, clearly stating that insurance companies and insurance agencies should establish and improve the telephone sales prohibition management system. As long as citizens log on to a special website and register their mobile phone numbers, they can block the telephone sales of insurance companies and set a lock-up period. Since the implementation of the ban management system, it has been continuously fermented, and ban platforms have been set up in Xiamen, Beijing, Shanghai, Dalian, Zhejiang, Guangdong, Hebei, Jiangsu, Yunnan, Heilongjiang, Jiangxi, Hunan and Tianjin. Banning the dial-up platform further narrowed the dial-up range of online sales. Among them, there are more than 40,000 forbidden telephone numbers registered in Beijing and 6 1335 registered in Hebei.
Peer articles
Internet insurance has entered the "new normal"
Compared with telemarketing channels, Internet channels develop later, faster and have broader prospects, which can be said to be a "window" for observing the development of insurance e-commerce.
After the first year's exploration of 20 13 internet insurance and the adjustment of 20 14, internet insurance is now entering the "new normal".
First of all, insurance products with internet thinking have begun to appear and will become the mainstream in the future. For a long time, online insurance sales mainly focused on wealth management products and short-term accident insurance. In a sense, it is to move traditional insurance products online. But in 20 14, a number of real internet insurance products began to emerge, including return freight insurance, zhonglebao, express delay insurance, cash on delivery insurance, personal account fund security insurance and so on.
These insurance products have the following characteristics: First, customized development is based on the demand of fragmentation in the Internet scene, and the scope of protection is small and clear. For example, the return insurance is aimed at the freight of online shopping return, and the deposit insurance such as Zhonglebao and dividend insurance is aimed at the deposit problem of e-commerce consumer rights protection; Second, product pricing is based on big data such as customer credit, business data and historical behavior; Third, due to the small coverage and low product price, it has the characteristics of "small amount, large batch and high frequency". Although the average return freight insurance of Zhongan Insurance is only about 0.7 yuan, on the day of "Double Eleven", the policy amount exceeded 65.438+0.5 billion, and the premium exceeded 65.438+0.5 billion, showing its vigorous vitality. It can be expected that insurance products with Internet thinking will become the protagonists of future Internet insurance products.
Secondly, focusing on integration and strengthening communication will become the basic characteristics of Internet insurance marketing in the future. In the past few years, the Internet insurance marketing media was lacking and the means were single. In recent years, with the rise of social media such as Weibo, WeChat, community and forum, the media has become increasingly rich. In addition to traditional gifts, points, services and insurance have also become "sharp tools" for insurance companies to sell, and they are often used together. Ping An official website launched the activity of "Buy Auto Insurance and Draw Red Packets" in February, 20 14, which combined insurance (premium can be reduced), gifts (all kinds of car owners' products can be redeemed in Ping An Car Owners Mall), services (all kinds of car maintenance services can be redeemed in Ping An Car Owners Mall) and points (Ping An Miles points) for customers to choose. In addition, due to the complexity of information in the information society, insurance companies pay more attention to communication when promoting marketing programs to ensure that relevant information can reach target customers in time and accurately.
For example, when the online marketing activities of Sunshine Auto Insurance were launched on October 20 14 "Double Twelve", the news was warmed up with topics such as "New Internet Play of Sunshine Auto Insurance, Saving Tide of Double Twelve Auto Insurance" and "Four Magic Weapons to Protect Sunshine Auto Insurance from Fighting", creating hot topics and covering hundreds of millions of people. After that, it ended with "Sunshine Property & Casualty Online Sales rose strongly, and the single-day premium broke 200 million" and "Sunshine Property & Casualty Online Sales" reappeared the Internet speed ",firmly controlling the main battlefield of propaganda and forming a perfect closed loop.
Third, scene-based sales have become the basic mode of Internet insurance sales and will exist for a long time. It is completely different from the traditional insurance sales model of attracting customers and repeatedly promoting sales. Internet insurance consumption is basically scene consumption, and insurance services are embedded in purchase, payment, service and other links to meet the insurance needs of users. For example, return insurance is to embed insurance services into the return process; Margin insurance, such as Zhonglebao and participatory insurance, completely embeds the whole product process into the consumer protection process. Due to the scene and embedded sales, customers often realize the importance and necessity of insurance during the purchase process, and then improve the purchase conversion rate of Internet insurance products. For example, the "No.1 Car" road carrier liability insurance jointly launched by China Life E-Commerce Co., Ltd. and Kuai Taxi has the characteristics of scene sales, and the insurance business can grow with the rapid growth of scene services. At the beginning, the average daily turnover of the policy was 2000-3000, and it was close to 5000 a month later. At present, the average daily turnover is nearly 40,000.
Fourthly, it has become an irreversible trend for Internet insurance sales carriers to shift from PC to mobile. The mobile Internet not only retains many characteristics of the fixed Internet, but also adapts to the needs of people surfing the Internet anytime and anywhere in the "fragmented" era, showing explosive growth and will become the protagonist of the future "Internet Platinum Decade". 20 14 In July, the survey report released by China Internet Information Center showed that the number of netizens in China was 632 million, including 527 million mobile phone users, which exceeded the traditional PC users for the first time. Baidu Baifubao data shows that in the third quarter of 20 14, the proportion of users surfing the Internet on the mobile side increased by 83.4%, surpassing the PC side.
In line with this trend, the sales carrier of Internet insurance products should also be transferred from PC to mobile. On 20 14 and 12, China People's Insurance Company and Didi Taxi jointly launched a red envelope game to celebrate that the premium sales of mobile terminals exceeded 800 million yuan, which can be regarded as the epitome of this trend.
technical article
Technology changes the world.
At the end of 20 14, a press release entitled "The price comparison artifact has been found out: the maximum price difference between the same car and the same insurance is nearly 1,000 yuan" caused quite a stir in the insurance circle and consumers. The manuscript reports that China's first WeChat auto insurance price comparison artifact "Best Insurance" has come out. This price comparator is connected with the mainstream insurance companies that provide online auto insurance in the market. Car owners can directly get quotations from different insurance companies after entering user information and insurance plans on WeChat. The emergence of "the most favorable insurance" has added "a bucket of oil" to the already fiery Internet insurance, and many insurance companies exclaimed that "it is really technology that has changed the world".
In addition to the price comparison artifact, the rise of the Internet of Vehicles has also made property insurance companies feel the pressure of technology. As a subdivision of the Internet of Things, the Internet of Vehicles refers to a huge interactive network composed of information such as vehicle position, speed and route. Through GPS, RFID, sensors, camera image processing and other equipment, vehicles can complete the collection of their own environment and state information; Through internet technology, all vehicles can transmit their own information to the central processor; Through computer technology, a large number of vehicle information can be analyzed and processed, so as to calculate the best route of different vehicles, report the road conditions in time and arrange the signal period. With the rise of car networking, car networking insurance also came into being, becoming a new force that can not be ignored in changing the auto insurance industry.
First of all, car networking insurance can improve the scientificity and fairness of auto insurance pricing, and design differentiated rates for different individuals. For example, users with better driving behaviors and habits and shorter driving time have lower premiums. Secondly, car networking insurance helps insurance companies to strengthen claim risk management and reduce moral hazard; In addition, it can also improve the profitability of insurance companies and provide consumers with all-round value-added services. Wang He, executive vice president of PICC P&C Insurance, said in an interview with China Business News that "the Internet of Vehicles will fundamentally change the auto insurance industry and may trigger a revolution".
At present, PICC P&C Insurance, China Life Insurance, Ping An Property Insurance, Pacific Property Insurance and many other companies are actively testing the networking of water vehicles. Among them, PICC P&C has completed the initial technical selection, such as selecting products and ensuring the stability of equipment. In the second stage, the safety model test of 200 vehicles in Beijing has been completed, and the mid-term experiment of 65,438+05,000 vehicles is being carried out in five cities across the country to improve the technical model and verify the commercial model, which will be widely promoted in the future.
The Internet of Vehicles is highly valued by insurance companies because it can provide insurance companies with big data about driving information. Big data has a profound impact on the insurance industry. First, it may change the business model of the insurance industry. Relying on the material behind big data, we can analyze what customers want, and then implement product and service strategies according to customer needs, and then transform them into the business model and value of insurance companies. Secondly, it helps to improve the development strategy of insurance companies. With the mining and application of big data, it helps insurance companies to truly realize the transformation and upgrading from premium policy-centric to customer-centric. In addition, big data has a profound impact on insurance technology and management, which is not only reflected in the pricing and marketing of insurance products, but also helps enterprises to prevent claims fraud, optimize service processes, build risk management models, and monitor and predict financial indicators. Specific to insurance telemarketing, the establishment of precision marketing under big data has become the * * * knowledge of the future development of insurance telemarketing.
But where does big data come from? How to integrate, store, clean and apply? This has become the focus of exploration by various insurance companies.
Take obtaining customer data as an example. Since 2007, Ping An Direct has directly collected nearly 500 million whitelisted customer data. In 20 14, it almost spread to mobile phone customers all over the country, giving away 300 million accident insurance and gaining 270 million customers. 2065438+June 2004, Taikang Life Insurance announced the official opening of the cloud computing center, marking the official landing of Taikang's "financial cloud" concept in the insurance business. Ma Mingzhe, Chairman of Ping An Group, also expounded his ideas about "healthy cloud" and "asset cloud" at the morning meeting on the first working day of 20 15.
Undoubtedly, emerging technologies such as big data and cloud computing will play an increasingly important role in the development of 20 15 insurance e-commerce.
Further reading: How to buy insurance, which is good, and teach you how to avoid these "pits" of insurance.