Huimin insurance in 2020, a lively river and lake.
There are 26 million local governments, insurance companies and third-party platforms in this Jianghu, each with its own needs. However, there is an iron law: Jianghu people must live in groups before sects appear.
Countless people who "benefit the people" are disciples of various factions. Both newcomers and well-off swordsmen are eager to fight their way out in this Jianghu and reach the peak of their lives.
In particular, major property insurance schools are even more red-eyed, competing with each other and grabbing the market.
Throughout the rivers and lakes of Huimin Insurance, there are various:
Except for a few people who entered the million-dollar club and became a sensational universal insurance product of city business cards, most people were unknown, and it was even difficult to see the public participation data.
What's more, in addition to insurance practitioners, not many citizens in the city know the existence of this insurance; There are also some products that have been stopped by supervision as soon as they are listed; Some products will be returned at the end of the sales period.
So some people say that this market is chaotic and destroys the original market rules; Some people say that this market is very good and brings hope to more people.
So, what about this Jianghu?
1, which city has stronger inclusive insurance: Thirteen Pacific Insurance leads Huimin to protect the rivers and lakes. According to the data of the number of insured persons, the number of insured persons in 13 project alone exceeds 500,000, so it is nicknamed Huimin Insurance 13 Pacific Insurance.
Thirteen CPIC account for less than 20% of the total number of projects, and the total number of participants accounts for more than 90% of the total. In other words, there are about 60 projects left, and the number of participants is only 10%. What is the reason? The next decomposition.
In this issue, we first try to analyze the benefits of Huimin insurance from the relatively successful evolution route of Thirteen Pacific Insurance.
The list of 1CPIC is as follows:
Excluding government factors, from the perspective of insurance companies, there are four major insurance companies (PICC, Ping An, China Life Insurance and CPIC) behind the 13th CPIC.
First of all, you see, Big Brother has two projects: one is Dongguan citizen insurance, and the other is Wenzhou Huibao insurance. Dongguan citizen insurance is a good case of combining online and offline, which shows the basic network layout of old insurance central enterprises and the comprehensive strength of good relations with local governments to some extent.
In addition, the marketing platform and internet insurance platform are also a foundation for its achievements. For example, Alipay made a good record at home in Wenzhou, but it was a pity that it was not copied successfully.
At the same time, it also leaves two big questions: Does the Internet insurance platform really have promotion advantages in urban insurance marketing promotion? Can millions of medical marketing capabilities be copied to Chengbao?
Ping An, another giant, owns three subsidiaries: Ping An Pension, Ping An Health and Ping An Property Insurance. In fact, Ping An is also the pioneer of urban inclusive insurance. In 20 15, its pension insurance company undertook the supplementary insurance model of serious illness in Shenzhen, and then undertook the medical insurance project in Foshan, all of which achieved good results. It's a pity that Ping 'an Pension is mediocre in the follow-up projects.
Instead, it is a combination of safe health and safe property insurance. With the help of network layout and Internet-based big data risk control marketing, we are ingenious in some projects and have performed well.
With more outlets and more resources, China Life Insurance and Zhuhai Ada Unlimited Project performed well. Unfortunately, the experience of this project has not been replicated and extended to the whole country.
As the main insurer, Taibao Life Insurance, one of the "old three", has jointly established the Zibo citizen insurance project, but there is still a big gap compared with the first three.
2 Local government support: Local insurance companies are also large insurance giants with deep rivers and lakes background, and some local insurance companies with certain local government resources are also important forces of Huimin Insurance.
For example, Beijing Life Insurance, a subsidiary of Beijing, and Ancheng Insurance, a subsidiary of Chongqing, which were unknown in the past, became famous in the Huimin insurance project in 2020.
Beijing Jinghuibao, in particular, is a model of network marketing and customer service. Chongqing Yuhuibao is likely to cover more than 3.5 million yuan, breaking Chengdu Huirongbao's record of 3 million yuan in one fell swoop and taking the top spot in "government guidance and commercial operation".
In addition to the above two forces, big data companies, specialty drug service companies and Internet insurance platforms are also the territory of Huimin Insurance.
For example, Factor Cloud, a big data company, Sipai, a specialty drug service company, and the Internet insurance platform represented by Maxim, Micro-insurance and Alipay all have their own successful experiences, or they can accurately acquire customers in terms of project operation capability, medical resource integration or regionalization.
How to go further: the insured population structure, service quality and "second opening" decision enjoy world reputation, and slander also follows.
Urban inclusive insurance is also controversial, along the way.
I still remember that at the beginning of the year, the industry was concerned about whether urban inclusive insurance could go on. In the middle of the year, what I care about is how to do better. At the end of the year, what you care about is how to go further.
Before answering this question, look at two backgrounds:
The first background, at the end of 2020, the regulatory authorities issued a draft for comments on urban customized commercial medical insurance, which not only standardized the development, but also showed the government's concern and recognition of urban inclusive insurance.
From another angle, it also shows that urban universal insurance is not the wishful thinking of insurance companies, but a market behavior under the guidance of policies.
Second, universal insurance projects in some cities have reached the point of renewal, such as Zhuhai, Guangzhou and Suzhou. Not less than last year's renewal quota has exceeded the psychological expectations of all parties. Does it mean that this is a demand recognized by the people?
Let's take a look at what factors affect the "tomorrow" of urban universal insurance.
The first factor is the size and structure of the insured population.
Insurance companies are most concerned about the former, figuring out what kind of insurance scale will lose money. Profit and loss depend not only on the scale of insurance, but also on the ratio of output to output.
The quality of the project depends on the structure of the insured population. If you rely too much on the project, there may be great risks. The reason is that compared with other commercial insurance, urban universal insurance has no underwriting threshold. In order to complete the business indicators as soon as possible, sales staff are likely to guide a large number of insured people to make offline adverse selection. This is a persistent and worrying phenomenon.
The second factor is project service. Such as customer service consulting services during insurance, health management and policy services during insurance, claims preservation and related services during insurance.
30% of urban inclusive insurance is marketing and 70% is service. In terms of customer service consulting services during the insurance period:
How to solve the large number of customer consultation needs gathered in a short time?
How to properly resolve and avoid the occurrence and spread of public opinion?
How to form a good interaction with customers through customer service and guide customers to strengthen purchase and fission?
This is a consideration that needs to be streamlined and institutionalized, and it is also a test for the middle and back office.
More importantly, the impact of the above on the second year of contract renewal. Only through the operation of customer service can insurance strengthen the sense of customer acquisition and platform stickiness. After all, for most customers, there will be no insurance claims and no feeling for insurance.
How to make him feel deeper? This is a service. Provide services that exceed customers' expectations and meet customers' differentiated needs.
The third factor is the secondary development of insurance sales.
This is inevitable. The essence of business is profit-seeking. Without profit, business cannot be promoted. As an entry-level business, whether urban inclusive insurance can bring the expected opportunities to the insurance industry is particularly important.
This is something that insurance companies and cooperation platforms have not put into practice. In this way, the universal insurance of the city is likely to be bought and sold by a hammer.
How much is it? How accurate is it? There are probably the following directions:
For example, insurance for specific groups of people. Bao Hui Platform in Ningbo has a one-year critical illness insurance for children, which sold thousands of copies in two or three days. It can be seen that the insured customers of urban inclusive insurance have the same concept and cognition of insurance. The key is whether the products sold can touch their needs and pain points.
For example, for some specific people with certain diseases, secondary sales are carried out. Such as patients with chronic diseases, cancer patients and patients with liver diseases. , are tens of millions or even billions of users.
In addition, you can also explore scenario insurance and service insurance. Mining consumers' demand for insurance from multiple dimensions. Let insurance truly enter health and life, and provide intimate and personalized protection.
4 foresight 202 1: three signs that need attention. the first sign: individual governments guide projects to the platform.
At present, in some government-guided projects in Zhejiang and Guangdong, almost no third-party platform can be found, and good results have been achieved. There are different opinions about this sign.
For insurance companies, they may think that this is the future development direction. For third-party platforms, it may not be conducive to risk dispersion and unified service management. Such as the adverse selection of offline promotion and the unification of service standards.
The second sign is that localized insurance companies are becoming the mainstream.
This is both an opportunity and a test. Local insurance companies have more concentrated local resources and better understanding of local conditions. In the long run, regional insurance business will gradually become the norm. With the above advantages, local insurance companies have a certain time window.
However, the scale of territorial insurance companies is small, so how to better continue the project? It is also a good choice to integrate more resources and improve professional ability and operation level while strengthening internal strength.
Otherwise, once the market is mature, large companies will flood in one after another, and it is difficult for local insurance companies to find opportunities.
The third sign is that the market is gradually sinking.
At present, almost all successful cases are concentrated in developed areas. Urban inclusive insurance is bound to gradually move towards inland areas, third-and fourth-tier cities and even rural areas.
For underdeveloped areas, how to adapt to local conditions? There are two situations of sinking, which must be avoided.
(1) blind expansion. On the premise of lack of experience accumulation and full preparation, rushing into the market is a waste of government credibility and sales resources of insurance companies.
② Carefully choose insurance push. If the social significance of urban insurance is to expand the breadth and depth of commercial insurance; Then its commercial significance is to promote the platform development of commercial insurance. It is difficult for insurance to control the risk of adverse selection, which needs attention.
Postscript: a little complaint and the king of this insurance. From 20 15 Shenzhen to now, more than 70 projects have been launched one after another. How does urban inclusive insurance reflect inclusive benefits? If we can't answer this question well, the prospect of urban universal insurance is worrying.
Low price, high security or good service? Compared with the intuition of price and safety, service may be somewhat abstract, but it is the greatest expectation of the people.
All urban inclusive insurance participants should consider how to make ordinary people feel and get a sense of service. Accumulating customers who are willing to choose and support for a long time is the king of urban inclusive insurance.
Don't forget the road you took when you opened up the territory.
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