20 Miracle Insurance How much do you know

100 yuan can invest in movies?

20 yuan to buy a month tour reward, do not see the moon also have to lose?

10 yuan to buy high-temperature insurance, the temperature is higher than 37 degrees insurance company pay?

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Through the Internet hotbed, insurance product innovation set off a wave of small upsurge. However, they repeatedly impact people's attention, but also lead to market hot. Internet insurance is a new innovation, gimmick or betting? Entertainment treasure, high-temperature risk popular winning fame is what? With gambling insurance being stopped, where will the internet innovations go?

Because of the diversity of these products, insurance coverage also covers accidents, health, investment and financial management, etc., tentatively called it "odd risk insurance."

21st Century Business Herald reporter statistics of the most representative of the 20 "odd insurance" and a large number of visits to third-party mobile Internet platform, the insurance company's e-commerce business people, through questionnaires, data comparison, deconstruction entertainment treasure, etc. Uncover the opposite side of the phenomenon of exotic insurance.

Financial products in the "

Reeling "

Reporter statistics of the 20 exotic insurance products found that the threshold to buy competitive to penny. One of the highest premium products 200 yuan a copy, in addition to 1000 yuan vote alone someone "lose" and 200 yuan a "love you a pregnancy allowance", the remaining 18 products each price is less than 100 yuan.

For example, Huaxia Life's "gray risk" only 1 cents per share, Public Security's "37 degrees high-temperature risk" on the Lynx platform for each 10 yuan, entertainment Po relatively high threshold, still only for every 100 yuan . Compared to the traditional financial-type insurance easily thousands of dollars, tens of thousands of thresholds, as well as movie investment millions of generous, 100 yuan threshold called financial products in the "reeling" level.

Fragmentation has become the theme of new Internet insurance products, mainly reflected in: low prices, shorter protection time, narrow coverage, the terms of simple, standardized. Journalists statistics of 20 products, the longest life insurance period, the shortest only 1 day, of which 12 product insurance period does not exceed 40 days. For example, night owl risk is aimed at health risks such as sudden death and acute upper respiratory tract infection. On the other hand, food risk only targets death or medical problems caused by acute gastroenteritis.

Chen Yongjun, deputy general manager of Internet Finance Division of Sunshine Insurance Group, believes that fragmentation is an irreversible direction, standardization, fragmentation, simplification, quantification, or future direction.

Hu Letian, director of the insurance division of Ali Micro-Financial Services Group, also believes that at this stage, the risk awareness of Internet users in China is fragmented and the corresponding online insurance needs to be fragmented.

The head of the e-commerce department at a large life insurance company concluded after trying out several mobile internet insurance products that 10 yuan was the price most likely to impress Internet users.

Previously, China Pacific Insurance tried to launch the "Amulet" (formerly known as "Life Buoy") and the life insurance calculator on the WeChat platform. The amulet had the lowest premium of 2 yuan. The user purchased the product with "Please" and "Send" The amount of over 100,000. Yang Xiaoling, deputy general manager of CPIC Life Insurance will be classified as a four-point demand for mobile Internet users insurance; fun, convenient, useful, cheap, best free.

A large insurance company executives admit that because of the high cost of marketing, in the past a few hundred yuan, several hundred yuan of insurance products, insurance companies are not willing to develop and promote the migration of traditional users to the Internet, the company must change Traditional thinking, more close and understanding of customer needs.

Popularity index differentiation

Insurance needs are fragmented, any user can buy, and then put on "entertaining" coat, can be a wider range of insurance products, this is the designer's original intention. However, the popularity index is very different from the innovative products that are all based on the fragmentation needs.

The most sought after "entertainment treasure" sold out within a few days, a, two attracted 380,000 people bought a total of 1.7 million copies sold; "37 degrees high-temperature risk" only sold for more than 20 days, it sold 200,000 copies, Lynx platform sales 52,800 copies.

Most of these innovative products are in dismal sales and sluggish popularity compared to these red-hot products. Of the 20 innovative products from the press, 11 were not sold in the Tmall platform for some 600 copies and some were even less than 10. Such as "Night owl insurance", "football rogue line" although the name of fancy, each price of 3 yuan, but the total sales of Lynx does not exceed 5,000 copies. A paragraph to protect the World Cup watching drunk risk as a promotional selling point, "Although the price is only 18 yuan, so far the Lynx platform sold only 4 copies.

As well as the third category of "gambling" insurance products that walked along the regulatory red line, has been in vortex of controversy and the sales volume is not optimistic. Lynx platform shows "World Cup Regret Insurance" sales of only 57 copies, 18 yuan per copy, sales of only 1026 yuan. This reporter learned that, although the company's official website also has sales, but the total sales of this product is not high. "Team doctor run insurance" in the WeChat platform debut in less than a day will be removed, be a failed attempt.

In addition, the scene is also another important entry point for Internet insurance to identify customer needs. The face of a new generation of 80, 90 after the main Internet target customer base, the future of real Internet insurance products, more likely to arise from their subdivision, specific scenarios of insurance needs.

World Cup series of insurance has a distinctive scene cut into the characteristics, such as drunk, night owl insurance, are corresponding to the fans watching this scene may appear in various needs. However, there are people in the industry think that the current market aiming at various scenarios of Internet insurance new products in the innovation is also insufficient, many products just traditional health insurance and accident insurance made a simple subtraction, and not really Internet thinking.

Tencent TenPay Top Business Manager Li Dong believes that insurance companies are asking users in the end what kind of insurance products, the key is whether you appear in front of him when he is most needed, in front of him whether the thing is clear at a glance, A look is what he wanted in his heart.

A person at Taobao Insurance also said that many Internet insurance products are not created deliberately, but in the scenario of interacting with network users in order to meet the needs of users. The traditional sales model to promote insurance sales only in the case of inadequate information on the sale will be effective in the Internet environment, this model needs to be changed.

Deconstruction entertainment treasure

If the former so-called Internet banking insurance innovation is only a simple rate of return competition, the emergence of entertainment treasure turned out to allow the industry to see the great charm of Internet insurance, deconstruct entertainment, or may have a glimpse of the successful elements of Internet insurance innovation.

One afternoon in March 2014, Alibaba joined hands with Guohua Life Insurance to launch Entertainment Bao. Internet users funded 100 yuan to invest in popular television works, the expected annual rate of return of 7%, sold out within 4 days. Three months later, entertainment Po II launched less than 10 days, 92 million yuan limit again sold out.

In fact, the entertainment treasure itself even with the risk of investment Guohua Huarui 1 Lifetime Life Insurance (investment link type) A paragraph. Guohua Life One person believes that the product itself is not much difference between the traditional products, the difference is that, taking into account the entertainment Po online sales, the operating rules of the product, the use of funds are based on the characteristics of consumer Internet customization.

For example, the first phase of entertainment treasure investment threshold of 50 yuan or 100 yuan, and limit each project limit per person cast 2 copies. In the traditional channels, investment with the same type of insurance investment threshold of 1000 yuan. It is reported that Guohua Life Insurance and Taobao had considered the sale of 1 yuan, then feeling really low, it is difficult to cover the cost.

100 yuan threshold can be described as precise positioning, in addition to investors, fans, and even onlookers can invest without any psychological pressure. According to public figures, Entertainment Po Phase I and Phase II attracted a total of 380,000 people and a total of 1.7 million were sold. Based on this calculation, each person invested less than 500 yuan.

The source explained that the traditional channel of the premium is difficult to drop the threshold of 100 yuan, because the traditional channels such as bancassurance channels, individual insurance channels operating costs are higher, the cost of the policy fee needs 10 yuan, 100 yuan is difficult to cover operating costs. The reason why lower investment threshold and limit the investment quota, on the one hand is to take into account market acceptance, on the one hand, but also through the purchase of warning risk. With the first phase of the foundation, entertainment Po second issue will be appropriate to limit the amount of each person to relax.

The use of product funds, entertainment treasure is mainly invested in the trust program, after the release of the insurance investment channels, insurance funds investment trust plans are not uncommon.

These people believe that, compared with some insurance companies for the use of funds and the direction of silence, entertainment Po breakthrough lies in more disclosure of some information, including investment in films and banks to provide security, both to attract public attention, but also dispelled some investors Doubts.

The above analysis, the success of entertainment Po is the result of multiple factors, including Ali's platform effects and credit endorsements, financial entertainment activities, product design details closer to consumers, while more adequate disclosure of information. The person believes that the success of entertainment Po shows that the exchange of information more symmetrical and product transparency will be a direction for the development of Internet insurance.

Gaming insurance where to go?

While all kinds of new insurance products are booming, the code for gaming insurance is under way.

Recently, the CIRC released the "CIRC's Emergency Notice on Regulating the Relevant Issues in the Development and Sale of Insurance Products by Property and Casualty Insurance Companies" (hereinafter referred to as "the Circular") clearly pointed out that at the time of an insurance accident, the insured must have a legally recognized interest in the subject matter of insurance, It is forbidden to develop insurance products with gambling or gaming properties. The Circular also requires that the names of insurance products developed by insurance companies should be clearly named.

A life insurance company's deputy general manager told 21st Century Economic Reporter that according to the understanding of the notice, those who have no rate-setting basis and have no loss of compensation, and have no standard insurance interest relationship should be the main target of this supervision and also the so-called Gaming, betting products defined standards.

"Notice" issued the same day, "World Cup Regret insurance" will be discontinued, a few days later, "lottery not insured" also replaced "Lottery Care Program." Some famous and fancy insurance also have changed their names, for example, "watch the ball to drink high risk" changed its name to "acute alcohol poisoning health insurance", "World Cup night owl insurance" changed its name to "sudden death / acute alcohol poisoning health insurance", " Renamed as "drunk medical insurance" and so on.

One insurer said: "Internet thinking has two core points in terms of the result: one is to create value for users, the other is to make all transactions return to the essence of people and reconstruct the traditional financial insurance around these two cores Pricing and designing your product, rather than blindly doing something that does not have much value to the user. "

"The domestic insurance industry is still in the initial stage of development, a lot of internal strength have not practiced well, and there are still many risk exposures, so monitoring from the perspective of consumers should take this good pass." An insider of CIRC recently reported on 21st Century Business Herald So to speak.

Some insurance practitioners believe that what needs to be fragmented, what the demand is not suitable for sale on the Internet, should be well analyzed. "Fragmentation is a demand, but risk protection is a system. How some long-term insurance products related to health and disease are integrated with Internet elements is still far from enough."