Insurance and electricity business, who moved the cheese?

From 20 ago "handbag + bicycle", to the current "Internet + Mobile Terminal", China's insurance sales model is producing new changes. More and more money is pouring into the industry that once was regarded as a scourge by consumers, Xinhua insurance, China Life announced will set up an independent E-commerce company, and Suningyun Business announced with Suning Electric Group jointly funded the establishment of Suning insurance sales company. If successful through the CIRC's approval, this will be the domestic electricity industry's first National Insurance agent license,

This September, China longevity and Xinhua insurance officially landed Taobao. According to Taobao Insurance general manager Jiangxing introduced, 2010 began to have insurance companies in Taobao opened shops, and thus promote the health of Taobao insurance platform. Taobao Insurance platform 3 years to complete the cumulative insurance transactions more than 1 billion, insurance, accident insurance, travel insurance, health risks and other products appear, last December Guohua life insurance official flagship store set a "Santian" sales.

The traditional insurance industry has undergone great changes, and internet finance has become an invisible hand. Compared with the traditional insurance industry, Internet insurance is more able to face young consumer groups.

But who can guarantee that the insurance industry will not be the next client to be controlled by the big power companies?

From 1997 to 2013

Open Shop online, is becoming the most fashionable insurance company sales path. One day Cat official flagship store in charge of NetEase technology, in the days of the Cat Open insurance flagship store is to provide customers with more convenient and efficient insurance purchase channels.

The marriage of the Internet industry and the insurance industry began in 1997, marking the first online letter of intent for insurance. In the 2005, the Electronic Signature Act enacted the Internet insurance to start on the right track. Data show that there are more than 50 domestic insurance companies involved in the Internet business, 2012 online premium income reached 4 billion yuan, up 123.8% from 2011, the existing Internet insurance business to auto, financial and health insurance for the main product.

The recent mad net of insurers may be related to their recent poor development. The latest data show that the Tai Bao life and Xinhua Insurance July 2013 To achieve year-on-year growth rate of 1.75%,-4.12% respectively. Some small and medium-sized insurance companies are getting the nuggets from the Internet. Data show that the year before August, all life, Philip Kang Shou net sales business are more than 200 million yuan, the development momentum is very good.

This June Xinhua insurance announced that it will establish its own E-commerce company. This year, China Ping An Alibaba, Tencent set up online insurance companies into the field of electrical business, but also a clear expression of the establishment of the company's enterprises. Before this 2000, Taikang Life launched the Taikang online, set "brand communication, customer service, online sales" three major functions in one. Since then, there has been an insurance company on the official website to push online insurance services, so that sales work more convenient. At present, a number of insurance companies will be e-commerce departments from the traditional IT departments separate, dedicated E-commerce department, Innovation division, and a risk, group insurance and other business units tied.

The internet of insurance still has huge imagination space. According to a survey conducted by CCTV last year, the top three consumers plan to buy are home appliances, cars and insurance. Over the past 3 years, China's Internet insurance premiums have been growing at an average annual rate of more than 100%, but accounting for the total insurance premiums in China is only 0.26%. In 2010, the U.S. market network sales Premium income of more than 25%, the British car insurance and home insurance net selling ratio in 2004, respectively, reached 41% and 26%.

With the group insurance, Silver generation, marketing channels into the development bottleneck, the cost of each channel constantly climbing, resulting in a significant lack of product competitiveness, many large insurance companies began to increase network sales, electric sales channel input.

For some insurance companies, how to attract consumers on the internet is becoming the latest issue.

The desire of the insurance industry

Unlike foreign insurance, China's insurance industry is notorious for its birth.

In the 90 's when the domestic life insurance industry started, mainly relying on agent channels. Because insurance agents belong to an insurance company, in sales inevitably puff, false marketing, which makes the insurance industry word-of-mouth is very poor. At present, there are nearly 3 million insurance agents in China, the average monthly commission is only 1500 yuan. Low security, high flow agent system has seriously affected the life insurance industry social cognition, this situation let Lang-ping once blunt domestic insurance is to engage in MLM.

This allows the insurance industry to embrace the Internet's demand is extremely strong, the Internet and the insurance industry has a combination of two different routes. The first is the Internet sales of insurance products, the second is the insurance companies for the Internet business development products. The former is directed at the current channel dilemma, while the latter charge products.

Relative to the bank channel, the agent channel, the internet provides the insurance company can take the initiative of its own channels, according to the Xinhua insurance related personnel, in the future insurance industry more likely through the O2O model for sales, online product display to attract customers, offline based on LBS technology to find the nearest customer insurance salesman, And the use of portable intelligent display and processing terminals for standardized services.

With the rise of new mobile interconnection applications such as micro-letters, more insurance companies have looked at 400 million micro-credit households, China life, Chinese security, Ping ' an and other nearly 20 insurance companies launched the official certification of micro-letter platform, Guohua Insurance even launched a micro-letter mall; In terms of service content, mainly including online customer service, Product display, policy information inquiries, and some of the micro-credit insurance, micro-letter claims, micro-credit payment functions.

And China's huge internet users have also triggered the strong interest of various insurance companies, targeted at this large group of development insurance has become an insurance company's compulsory. Public Ann Online game in the Virtual property insurance provided a security service, Taobao Insurance and Huatai insurance cooperation, for the day Cat Mall all transactions are embedded recommended return freight insurance. In addition, Taobao joint Allianz launched the Mid-Autumn festival, but also make the past can not be large-scale promotion of the insurance, in the internet era began to rage. Allianz Property insurance officials said that the full moon insurance is an Allianz Enhanced E-commerce strategy, the first step, the future Allianz Insurance will develop more innovative insurance species. "The internet is definitely not just a sales channel, it is profoundly changing the society, including the insurance industry." "Song Xuanbi, deputy chief operating officer of Allianz Property Insurance (China) Limited, said.

Risk remaining

If careful observation can be found that the current Taobao sales of insurance products are increasingly short term, which makes many consumers even suspect that the "full Moon risk" as a representative of a number of types of insurance is suspected of gambling.

According to the relevant data show: Guohua Life of Guohua A, and the people life step by step steady win, Taiping Health Insurance e Gold, Taikang life, the former Haishing Poly-Fu, East Wu life such as Ning Xin E, such as safety products time is not more than 3 months. Jiangxing admits that the current Taobao products are short term, not long-term. However, based on the basic characteristics of the Internet, the insurance sales business has just begun, the product design period is too long or too complex, difficult to be unfamiliar with the insurance industry, young consumers accept.

Some Internet financial management insurance "low threshold, high income", the market for its risk control has a long-standing challenge. At present, net sales of products in addition to car insurance, mainly some simple accident insurance, health insurance, microfinance products, complex life insurance, health insurance, medical insurance and other products in the small scope of the pilot. Sub-platform, Day Cat Mall on the financial management products more, short-term, and some products investment threshold of only 500 yuan, 1000 yuan; Jingdong Mall's insurance products are car insurance, accident insurance, health insurance mainly, in addition to travel insurance in the short term, the rest of the insurance type period of 1 years.

According to Xinhua insurance related personnel, currently through online direct sales of life insurance products accounted for very little, the main reason is sold to customers life insurance products also need to do safety and other links, and now still to door-to-door service. The reason why must door-to-door service, is because one is to the insurance company to have the security hidden danger, for instance the customer may provide some false health certificate and so on, may have the dispute with the insurance company; the other is for individual customers, online marketing insurance, if bought after the product is not suitable for surrender, It may take more time and effort.

In addition to the security implications, the ability to generate enough profit still haunts most insurers.

There are data shows in the participation in the network launch, bid ranking promotion and network Alliance promotion of the insurance company website, daily average visit can reach more than 50,000 times, and not participate in the promotion of the site or forum daily average visits only in Chihu. The network of the underwriter also needs the high cost, the difference is only the different way of cost input.

And for the third party that wants to make a big cake first, the process of groping is also relaxed. According to Taobao data, Taobao insurance online 3 years later, although the platform to complete the number of transactions over 1 billion, but the proportion of freight insurance to reach 50%.

The data show that excluding insurance business, Internet insurance business accounted for only 2% of the total premium income last year. If the current Taobao financial platform on the insurance companies can not rely on their own strength to obtain traffic, and pure from the flow of Taobao imports, the insurance industry will inevitably become the next giant's experimental products and Taobao money tools.

After six months of alliances, China's internet industry is entering the era of giant Cross-border PK, Ali, Tencent, Suning and other enterprises in the financial and other industries close to hand-to-hand combat. In the next few years, the insurance giants will have to watch their own cheese.