Refers to insurance companies selling insurance products through self-built official website. At present, more than 60 insurance companies have opened the function of selling insurance in official website.
Powerful insurance companies, such as China Life Insurance, China Life Insurance and Ping An Insurance, will all have their own official website.
Take China Life official website Mall as an example. official website mainly sells accident insurance, health insurance, auto insurance and family property insurance. The purchase process includes product selection, price calculation, insurance information filling, premium payment and electronic insurance policy or voucher downloading. Auto insurance has realized the delivery of insurance policies. The whole process of policy service and claim settlement has realized Internet service.
Advantages: It is helpful for the brand building and promotion of insurance companies. Official website pays attention to brand effect, and can provide online purchase channels for customers with brand loyalty, and introduce products in a professional, centralized and detailed way.
Disadvantages: the cost of website construction and maintenance is high. In order to increase traffic and get advertising investment, enterprises need to have strong capital; Moreover, the access traffic is limited, customers can't compare horizontally, and the sales volume can't be guaranteed.
Second, the third party e-commerce platform (e-commerce channel)
It means that insurance companies use large-scale third-party e-commerce platforms to organize sales of insurance products in the form of shops.
More representative is Taobao. At present, many insurance companies have opened flagship stores on Taobao platform to sell their own insurance products. In addition, JD.COM Mall, Netease, He Xun and other websites have also set up insurance channels.
Take Taobao as an example. Taobao's "insurance wealth management" service section sells auto insurance, accident insurance, health insurance and family property insurance. There are sub-categories under each category, such as insurance company, insurance type, insurance amount, duration and so on. The purchase page of each product has "baby details" and "transaction records" to facilitate customers to compare and choose products. There is also online customer service to facilitate direct contact with merchants. Similar to the online shopping experience in the field of general life services.
However, for the introduction of each product, the propaganda language conveys signals such as "good quality and low price", "high cost performance", "discount can't be missed" and "come and insure", which leads to obvious omissions in the product risk warning and misleading suspicion, and it is difficult to eliminate the doubts of the insured. In addition, policy services and claims services still need to be completed offline, and the service process is not perfect.
Advantages: large traffic and many users; The products are complete and easy to compare; Reduce sales costs; Similar to most life service businesses in the current Internet industry, they have a good buying experience and are generally accepted by the public.
Disadvantages: the service process is incomplete, and follow-up services such as claims still need to be delivered; There is misleading propaganda in sales, which requires more in-place supervision.
Third, the network part-time agent
It is mainly the insurance sales realized by the insurance part-time agency represented by banks on the Internet. Usually, banks will integrate investment, wealth management and sales of insurance products into online banking. In addition, some websites also run insurance products, such as Travel.com, Fuyou.com and Wang Yun. Most of these websites only sell short-term accident insurance or discount insurance policies, and the product categories are relatively single.
Advantages and disadvantages:
The network part-time agent represented by banks has a certain number of users and rich products, which can be purchased directly through online banking, and the payment is safe and convenient. However, because the functions of bank websites are mainly based on the main business of banks, we can't focus more on insurance sales. Therefore, due to the setting of online banking architecture, the insurance user experience may be poor.
Most of other online part-time agent platforms only sell short-term accident insurance or card discount policies, and the product categories are relatively single.
Fourth, professional intermediary agents.
An online sales platform established by a professional insurance broker or agency.
Professional intermediary websites include China Insurance Network, Youbao Network, Huize Network and Datong Network.
Take Huize.com as an example, life insurance, accident insurance, health insurance, auto insurance, family property insurance and enterprise insurance are all involved. Each type of insurance can be screened according to the duration and insurance premium. User evaluation provides reference for policyholders to choose products. There are also typical cases and purchase tips to introduce and explain the products more professionally and objectively. Every product page has a column of "Please read the insurance carefully" in black font, which includes product terms, insurance payment ratio, claim settlement method, special agreement, customer notification, etc., fulfilling the principle of utmost good faith in insurance requirements and fulfilling the obligation of clear notification. In addition, there are "different schemes for the same product" and "best-selling ranking for the same product", which are convenient for customers to compare and choose. Users can get one-stop online services from insurance to policy service and report claims.
Advantages: Its function is similar to that of an insurance supermarket, and it can provide products and services of many insurance companies. Rich varieties, convenient for product comparison and screening, and more convenient for consultation. Users can get a comprehensive one-stop online service here, which is relatively professional.
Disadvantages: this channel has not yet developed into a scale, and the acceptance of consumers is low at present. The desire to take the initiative to find professional intermediary websites to buy insurance is not high, so the audience is relatively narrow.
Verb (abbreviation for verb) professional internet insurance company
In 20 13, Zhongan Property Insurance Company, the first professional internet insurance company in China, was established to carry out professional online insurance sales through Zhongan Online. Mainly engaged in enterprise or family property insurance, freight insurance, liability insurance, credit guarantee insurance and short-term health or accidental injury insurance directly related to Internet transactions; Reinsurance business of the above business; Insurance fund utilization business permitted by national laws and regulations; Other businesses approved by China CIRC.
Advantages:
Tencent and Ali provide strong channel resources for Zhongan Insurance. As the largest e-commerce company in China, Alibaba has a large number of customers covering enterprises and individuals. These customers can not only become consumers of internet insurance products, but also have a large number of customers' credit levels and transaction records, which have become an important database for Zhongan Insurance to develop new products. At the same time, Alipay, a subsidiary of Alibaba Group, has a huge user base, which can provide customers with the guarantee of instant consumption and safe payment, so that customers can ensure the safety of payment while purchasing insurance products. Tencent has a huge individual user base, as well as rich media resources and marketing channels.
China Ping An specializes in exploring the market demand of insurance products, designing insurance products, determining insurance rates, pricing insurance products and extracting insurance reserves. Its huge development, actuarial, sales and claims team can provide a strong guarantee for the supply of Zhongan insurance products.
Disadvantages: At present, the products are relatively simple and need innovation.
Zhonglebao, which was launched shortly after the establishment of the company, is the first margin product of Zhongan Insurance. On March 20 14, a new "participatory insurance" with guarantee fee was introduced. It is customized by Zhongan Insurance for poly-cost-effective merchants, helping merchants to release the occupied margin and alleviating the financial pressure of Internet merchants, which is similar to that of Zhonglebao. The following are the products of Zhongan Online:
At present, among Zhongan Online's products, only Zhonglebao and Shenju Insurance are Internet innovative products, which shows that their product innovation is limited.
Intransitive verb insurance information website
Some information websites provide platforms for insurance sellers and buyers to communicate and trade through navigation functions, such as China Insurance Network, Epro Insurance Plaza and Life Sky Insurance Intermediate Station.
Through the advantages of industry agent sales, through the role of advertising and drainage, it can attract a large number of visitors. These websites do not sell insurance products themselves, but only show or compare products. Usually, after the user clicks Buy, the page will automatically jump to the insurance company's website. The actual purchase behavior does not occur on the original website, and basically does not have the characteristics of online trading and purchase. Therefore, it cannot be regarded as an insurance e-commerce website in the true sense.
Seven, emerging mobile Internet sales channels
At present, many insurance companies represented by Guohua Life Insurance have launched WeChat Mall on mobile applications, which can realize WeChat insurance, payment, online customer service, product display, inquiry and other functions. Taikang's "Micro Mutual Assistance", Yangguan Insurance's "Money Shake" and "Love Upgrade", Taibao's "Lifebuoy", Happiness Life's official WeChat account "Happiness Products Online", Anbang Insurance's United Micro Mall, and "Spring Festival travel rush Escape Insurance" jointly launched by Taikang Life Insurance and WeChat in early 20 14.
Compared with traditional sales channels, mobile internet insurance has the characteristics of convenience, time fragmentation and user experience priority. In product research and development, it will be closer to customer needs and highlight personalized characteristics.
The main modes of insurance e-commerce at present:
1 B2C:
1. 1 Insurance companies sell directly in official website, such as Ping An in China, Taikang Online and PICC in China. ...
1.2 insurance intermediary direct selling supermarkets such as Zhong Min, Huize, Xinzhan and Datong. ...
1.3 Channel insurance platforms such as Ctrip, Qunar, Mill and Lvye. ...
1.4 High-traffic platforms such as Suning, Netease and Tencent (QQ, Tenpay) ...
1.6 enterprise customer platforms, such as Jiang Tai and Changjiang. ...
2B2B2C: For example, Taobao.
3B2B: For example, family insurance, 700 degrees. ...
4. Booking orders: such as sunflower, everyone insurance and He Xun insurance. ...
5 insurance price comparison: such as: reliable and rich.
This must be constantly updated. For example, at least two of them are already transforming their business models, but I haven't reclassified them yet. Let's observe them for a while.