MA Positioning Network pin

Newspaper reporter Sho Junsu shenzhen report

When other insurance companies are still struggling to follow China's peace (601318, shares) in the electric sales, Ping An has advanced into the new channel Strategy Network marketing. In September 2012, with Tencent, Alibaba jointly set up the insurance company, peace and network giant Baidu holding hands together.

According to the "Huaxia Times" reporter understand, recently, in order to network sales strategy, Ping An senior executive line to visit Baidu, and Baidu Vice President Wang and other senior executives met, the two sides signed a joint development Plan strategic Cooperation Agreement. Next, peace will be in Baidu strong network consumption data analysis on the basis of targeted online insurance product sales.

"Do not do network sales in the future without food, do not do traditional channels now have no food to eat." "The impact of the future net sales on the traditional marketing channels for the insurance industry will gradually increase," said a senior executive at a company.

Close cooperation with three major internet giants

2013, Ping ' an and Baidu will be based on the above agreement, in the data research, consumer insights, brand building, product innovation, marketing models and other areas of the three-dimensional cooperation, since the peace in the network began to focus on the distribution.

This newspaper learned that before Ping An has already had the basic layout on the net sale, such as Ping an official online net sells the product on-line, as well as cooperates with other network company, moreover from 2008 to now, the ping on the network has launched a series of propaganda offensive, in the Netizen unceasingly strengthens the brand popularity. Now, peace began to focus on the "ammunition" first launched a network sales war, for the cooperation with Baidu, peace new channel general manager Assistant Xuhanhua said, will infiltrate into daily work every aspect, from decision-making to sales department, marketing department, customer service department and other whole business chain of all links, truly achieve comprehensive, in-depth cooperation.

In a short period of six months, Ping an has "courted" 3 network giants, with which they forged close allies. Last September, "Three horse" partnership to do insurance once hit, Ping an chairman Ma and Tencent Ma, Alibaba, a partnership founder of the online insurance insurance company, when the financial giants met the network giants, the consequence is that they want to launch a financial product of the net sales war.

The network giant's sales capacity and strong financial attributes have made the traditional financial industry more and more impressive, a financial executives in the internal meeting so described, "our future real competitors are not from the industry, but like Alibaba, Tencent, the same network giants!" "The strong stickiness of the Internet giants to the user has been extended from product to finance, its adsorption function is still expanding, and the traditional financial industry feels unprecedented pressure."

In the above financial executives feel crisis and unease, Ping an Chairman Ma see the opportunity, has been quick step with Tencent, Alibaba and Baidu Alliance to become "relatives", rather than competition "opponents", for the future of the net sales battle to seize the initiative. For the internet giants, it is also the desire of the financial giants to try to achieve mutual benefits with financial networks. Baidu Vice President Wang that the peace and Baidu cooperation is the Internet business model of the bold exploration, it is completely customer demand-oriented, in the process of cooperation, both sides can better integrate and configure resources, Improve performance. It is reported that the previous Baidu has tried a similar mode of cooperation with the Procter and Gamble, and achieved a better sales effect, ping An business has always dared to taste, innovative marketing is to guide it has been faster than the growth of the same tool.

Market Reverse Force transformation

In the insurance sales channels, peace has been leading the industry, can be said to be "has been imitated, has never been surpassed." For peace, its biggest competitor is himself.

In the electric sales preemptive force of peace, in the auto sales market occupies an absolute supremacy, such as the early 2010 its market share has been as high as 80%. But because of other companies ' follow-up strategy and the increase in the market for electricity sales, 2011 's sales of motor-car sales, though up to 22.39 billion yuan, reduced to 51%. In the electricity market after the outbreak of the top, peace needs to face is once again looking for a huge, new potential big market.

As a result, network sales became a new goal of peace, the early years of the layout of the network of safety see the initial results, such as safety net sales 2012 years year-on-year growth, premium income of up to more than 3 billion yuan, growth has been far faster than the electricity sales. A few years ago, ping-pin in the period of the explosion of the time to invest hundreds of millions of of the huge advertising costs, thus in the electric sales "war" to win a victory. Now, Ping an decided to put more advertising resources on the network (including mobile network), in the previous net sales cost accounted for One-third of the marketing costs, increase the investment to the half of the marketing costs. At the same time, ping An mobile network sales began to recruit for the scale of the layout.

A production insurance company manager said layout network sales should first of all pay attention to the leadership, because the investment will not be able to see considerable income at the same time, the company should have the strength, large-scale investment in small and medium-sized insurance companies "can not afford", because the net sales to rely on advertising to smash; Borrow their user information resources, but ordinary insurance companies are difficult to reach. "The safety of electric sales has a core competitive advantage, other insurance companies are difficult to surpass, it seems that the net sales and fast people step, other insurance future will be difficult to reach." "The company managers believe that the next 35 years insurance companies will enter the net sales war, but also will usher in the rapid growth of the golden period, now is the opportunity to seize, and many risk enterprises may be like electricity sales as well as lost opportunities."