Allianz Insurance launched "Full Moon risk": to the Internet Big Data

Mid-Autumn Festival will not see the moon, customers can be compensated-recently, Allianz PICC hand Taobao launched the "Full Moon risk", the news, quickly attracted a number of eyeballs. Allianz Deputy chief operating officer Song to the "China Business newspaper," said the reporter, "drunk Weng's meaning" is not in a product, but hope to explore the insurance demand from China's network economy, "that is the most vitality."

According to the reporter's rough statistics, Allianz Insurance has been the 22nd company to cooperate with Taobao. Through the accumulation of customer data to master the consumer habits of netizens, mining out the insurance demand, which is the main reason for many insurance companies to marry Internet companies. But at present, even in the electric business channel to open up the earliest, more mature than the company, the accumulated customer volume is only tens of thousands of, from the realization of the customer large data analysis of the original intention is still far.

Mining the insurance demand generated by the network economy

In fact, everyone knows that the "Full moon risk" is just a gimmick. Behind the gimmicks, the need to tap into the Internet economy is obvious.

If there is no moon on the mid-autumn night, Allianz Insurance will give customers compensation. It is understood that the "full Moon risk" is the Allianz insurance through the analysis of several cities in the country for nearly more than 20 years of meteorological data, after the establishment of the risk model of the insurance products, divided into two stalls: a file insurance price of 20 yuan, if the insured in the Full Moon City (Shanghai, Guangzhou or Shenzhen) due to weather reasons to see the moon (that is, cloudy or rainy Day), Insurance claims can be 50 yuan, the second insurance price of 99 Yuan, the city from 3 to 41. If the insured is in the city due to the weather reason not to see the moon, you can get insurance claims 188 yuan. The corresponding reimbursement amount will be remitted to the insured's Alipay account.

It is understood that, in fact, the "Mid-Autumn Festival" is a personal accident insurance products, the additional "Full Moon risk" is only a gimmick. "Simply on Taobao to sell accidental or ailing risks, no way to attract online consumers." The so-called Full moon, but also to obtain attention. "said a person engaged in sales of electricity dealers. Now it seems that Allianz has earned enough eyeballs.

Before entering Taobao, Allianz has undoubtedly already thought of Allianz in the electric business channel positioning, that is, to end customers, so that retail products sell better. Song revealed that Allianz Insurance company in the "Double 11" to do some promotional activities, the relevant plans are being explored, "' retail products ' to travel insurance, auto, home insurance temporarily do not consider." Do not want to drag the product line too long, but do not rule out the promotion of other products at specific times, such as to participate in some Taobao activities. ”

Travel insurance Because the price is cheap, the product form is simple, becomes one of the most common insurance products of the network sale platform, every holiday comes, each net sale platform will increase the marketing propaganda intensity, but the effect is general. This is also the problem that Allianz has to sell travel insurance on the Internet. In this respect, Song said: "China's network economy is very strong, after all, there is insurance demand, such as ' return freight insurance ' is born in the network economy of the new type of insurance." The physical needs behind the network are more alive. We first practice, only have the opportunity to grope, otherwise only stay in the paper stage, future opportunities will also miss. ”

Return freight insurance means that when the buyer and seller produce a return request, the insurance company to provide compensation for the one-way freight generated by the return of a guarantee contract, divided into buyers and sellers two versions. So far, Taobao insurance platform on line three years to complete a total of 1 billion policies, of which the risk of a return of insurance to complete 500 million policies, accounting for half of Taobao insurance.

Taobao Insurance Division director Hu Letian introduced, Taobao Insurance and insurance company's settlement is not a commission, but the settlement of technical service charges. "Taobao insurance business is now not much profit, basically a balance of payments status." ”

Large data analysis is not significant

In Guohua "Santian" The miracle stimulation, more and more insurance companies began to hit the electricity business channel. At present, with the insurance company Taobao cooperation has 22, including peace, Tai Bao, PICC and other giant companies, but also Guohua, Kunlun and other small and medium-sized insurance companies.

Lively and lively, cooperation effect? An insurance company after hand Taobao has been to make peer envy of good results, but the company's senior executives to our correspondent said: "Wealth management products sold well, insurance products sales do not, have not found a good method." ”

The executive revealed that a large insurer on Taobao on the first day, called for staff to buy, good results, but the next day, the third day sales quickly dropped.

In the absence of a good sales model, Taobao "poly-cost" and other marketing activities are critical to the impact of sales. Generally speaking, catch up with Taobao do activities when sales, do not do activities when sales small. "There are several insurance companies that have disappeared after several activities on Taobao, and the company's Taobao stores are no longer selling insurance products," the executives said. ”

To this phenomenon, a foreign insurance company executives believe that the reason is Taobao's sales model: Due to Taobao's channels, the daily display of limited goods, follow-up sustained exposure to rely on advertising costs to build, so many insurance companies after the activity is not too much movement.

And most of the insurance companies that insist on developing electric power channels have the dream of accumulating big data. With the help of the electric business platform to tap the customer's large data, to master the consumer habits of netizens, mining out the insurance needs of netizens, or will open up a new blue sea insurance industry.

Song revealed that after the event, Taobao will give the company a data report, including the number of visits, customer information. "Allianz analysis data is very rich, this is the advantage, but the current lack of enough data, from the big data is still 108,000 miles." ”

A long-time dealer in the insurance industry admits that the company is also big data analysis, but did not put too much energy, the main problem is not enough specimens. "In the electric business industry, millions of customers can reach the reference value." At present, the exploration of the electric dealers of the insurance companies, there are up to tens of thousands of customers, the accumulation of data is too little, not enough to analyze. ”