Why is the domestic home insurance "good but not good"?

Currently, China's residents have a substantial increase in household wealth, facing increasing risks, natural disasters, fires, theft, falling objects and other accidents occur from time to time, resulting in property losses, through the home insurance risk transfer is very necessary.

All year, the industry home insurance premiums for 6.9 billion, accounting for only 0.57% of the proportion of property insurance, basically negligible, but the same with the family property closely related to auto insurance, accounting for as much as 70%, I will analyze the reasons for different perspectives for you and countermeasures.

One of the two accidents from the Spring Festival

The first: According to a microblogging release in Changchun City, Jilin Province, Green Park District: 19 January 30, 5:00 a.m., Changchun City, Green Park District, Yangjia District, a resident of the home of gas leaks, triggering a deflagration and fire. It is reported that the accident *** caused 8 people died, 3 people were injured.

The second: Shenzhen Luohu Biqingyuan district fire accident, February 13, 19 at 3:00 a.m., Shenzhen City, Qingshuihe Street Biqingyuan district underground parking lot burst into flames, the accident resulted in 32 cars were burned, there are 36 residents due to smoke inhalation was sent to the hospital.

According to the CCTV news report: on February 11 from the Ministry of Emergency Management Fire and Rescue Bureau learned that from 0:00 on February 4 to 18:00 on the 10th, the country **** 9,660 fires, deaths of 47 people, the direct economic losses of more than 49,440,000 yuan. While it doesn't feel like home insurance accidents are common around you and me, they do happen often.

Two, why home insurance is in high demand, but sales are low

Home is a place where people are sheltered from the wind and rain, and a cozy harbor, and with urban housing prices getting higher and higher, the risks are getting higher and higher. Insurance-conscious people avoid the risks involved by buying home insurance. However, according to the survey, although China's demand for protection of family property in the proportion of more than 70%, but really insured home insurance is less than 10%, even if the most mature insurance development of Shanghai, the family insurance rate of 7%, other cities in the insurance rate of 5% or less, the vast majority of rural areas is even lower, which is 70% of the developed countries and the popularity of home insurance insurance is a far cry from the insurance. The author believes that there are several reasons.

(a) the awareness of risk transfer through insurance is weak, insufficient knowledge of the function of insurance

First of all, the public's understanding of the insurance is still relatively negative, staying in the life insurance salesman sales misinformation, difficult to settle claims and other points of view, for the insurance is not so trusting, and did not recognize the role of insurance as a risk management tool.

Secondly, with the recent rise of all kinds of fundraising platforms in WeChat, we feel that health insurance is very necessary for family risks, but for home insurance, we always take a chance and feel that it is very far away from us, and most of us usually take measures such as installing a security door and keeping a careful eye on the house to prevent it.

(2) China's household property risk is somehow really smaller than abroad

1. The risk of property damage is smaller: most of the buildings built in China in recent years are steel-reinforced concrete houses, compared with a number of U.S. and Japanese steel and wood-framed houses, the ability to resist natural disasters such as fires and typhoons is really much stronger.

2. Liability risk is smaller: In addition, foreign family property policies usually have personal liability coverage, for the United States, such as a good litigation country, personal liability risk is also higher, but in China, because the legal system is not the same as in the United States, the risk of personal liability is not too strong a need. In terms of insurance rates, it really isn't that high either.

(3) Products and services do not meet people's needs

1. Most of the policies do not have earthquake liability: not much has happened to the liability of homeowner's property insurance from the date of its birth until now. Such as the current quality of family housing is getting higher and higher, the probability of house destruction is getting smaller and smaller, and really suffered into the house damage of the earthquake liability of many products are not, even if there are sold, but also limited to the region of the earthquake risk is small.

2. Usually cash, stamps, securities, paintings, antiques, etc. are listed as exceptions, jewelry, gold and silver jewelry and other property and some valuables underwriting is also very complex. These are indeed the property that people are most worried about, but do not get good protection. Of course, I also do not think that stamps, securities and so on can be protected, because the value is not easy to determine, but for some jewelry and other easily determine the price of the property can be considered fixed-value listed insurance.

3. Usually, homeowner's insurance is a customized type of insurance, and there is not much choice.

4. Claims are more of a risk-control method than a service, and the lack of consideration for the customer is likely to discourage policyholders: although the average premium for homeowner's insurance is low, it involves thousands of households, and because of the cumbersome rules and regulations of compensation, it is easy to discourage the enthusiasm of the policyholders. Such as applying for compensation, there is often a need to provide a variety of loss of goods documents, invoices, as well as proof issued by the relevant departments, some of which are necessary, some of which may not be so necessary, did not stand in the perspective of the policyholder to consider, for example, to simplify the information, the rapid settlement of small claims.

(4) poor channel

1. agent channel is too inefficient and not motivated: for insurance companies, there are many salesmen, some people think that the salesman or agent is the best channel, but for homeowner's insurance, it is not necessarily a good channel, usually homeowner's insurance premiums of a few hundred dollars to 200, for example, even if you charge a 30% commission, it is only 60 dollars, not enough to send a policy to the customer taxi fare, which is why the salesman is not willing to do home insurance.

2. On-line sales of non-demanding products, most insurance companies have not established a good brand image, customers do not have the impulse to buy

Three, how to solve the problem of "good but not good"

Based on the above reasons, the author believes that the problem should be solved from the following perspectives:

Based on the above reasons, the author believes that the problem should be solved from the following perspectives.

(1) The publicity of home insurance should be increased to raise the awareness of insurance.

The publicity and education of insurance is a long-term process, and reversing the stereotype that claims are difficult is not a one-day task. However, it is gratifying to see that in recent years, from the textbooks of elementary school students, CCTV advertisements in the insurance slowly let people on the reversal of the impression of insurance fraud, but it is not enough, and should also be more publicized with the family closely related to the insurance insurance, such as car insurance, health insurance, homeowner's insurance and so on. To popularize some basic knowledge, such as in the insurance, to truthfully inform, can not hide the risk. To read the terms and conditions, not blindly insured, neither over-insured nor under-insured, but based on the actual situation of the full amount of insurance.

Insurance companies in the insurance guidelines, but also need to describe in detail the insurance property, insurance liability, insurance amount and rates, express exclusion clauses. Let the consumer to do a clear consumption.

(2) Enrich product liability, update the product form

1. Make the product more targeted: starting from the market demand, through the segmentation of the customer group demand research, the analysis of the changes in consumer demand, you can take the main insurance + different additional insurance with the way to determine the different insurance liability according to different needs, innovation New products can be developed. There are some companies in the market that differentiate between different insurance products for rental landlords and owner-occupiers. Take this as an example, the two types of risk characteristics and needs are not the same:

At the same time, there are some peasant houses in the city, between which, the spacing is relatively small, the situation of electric wires are serious, the lack of fire fighting facilities, the risk of a bad situation, how to design a product to meet is also to be considered.

2. Expanding the idea of changing the positioning, before the old home insurance is more positioning is the family itself property loss, there are companies new home insurance can be mobile property, cost loss, virtual property are included in the protection, similar to the personal family expenses and losses of the insurance, such as personal account fund security, electronic products accident insurance, outdoor snatch and grab robbery, e-bike theft and robbery, game equipment trading losses, It even includes risks such as airline cancellation or delay and hotel cancellation.

3. Drawing on the experience of foreign home insurance, family and personal responsibilities can be put into the insurance liability, such as guardian's liability and pet liability.

(3) Expanding different sales channels and channel innovation

The individual subject matter of home insurance is relatively small and very decentralized, and the channel needs to be highly efficient and widely covered, and I personally think the most suitable sales channel should be the Internet. Of course, the terms of popularization, self-service insurance, claims simplicity still need to continue to deepen, to ensure that the product and service form suitable for Internet sales.

1. online channels:

(1) online sales: there are mainly the following ways:

a) major official websites: such as the PICC official website of the home property comprehensive insurance (the extended liability of each arbitrary selection, the earthquake can also be insured), Ping An's official website and the official website of the Pacific Ocean have a variety of homeowner's insurance can be selected. The company's website also has a variety of home insurance policies to choose from.

b>Internet sales intermediaries, such as Zhongmin Insurance Website and Huizhi Insurance Website, are similar to online insurance supermarkets. These insurance intermediaries are developing quite rapidly, and many of them have also got financing, built up a professional team of talents, and have a systematic interface with insurance companies, so that they can issue policies directly after purchase, which is very convenient, and of course, there are people specialized in assisting claims.

Selection is also more convenient: there will be different keywords, for customers concerned about the characteristics of the protection listed, in addition to the amount of protection, price range, insurance company brands for screening, that is, you can pick out the target product.

c) WeChat Alipay platform sales: WeChat and Alipay have a very large amount of traffic, and now Tencent holds an insurance platform WeSure, together with well-known domestic insurance companies to provide users with high-quality insurance services, so that the user can be in the WeChat and QQ, the two life service platforms, insurance purchases, inquiries and claims. At the same time, there are some company business people who develop specialized micro-stores to sell their company's products.

(2) Telemarketing. Some companies have specialized telemarketing departments to cooperate with credit card centers (such as China Merchants Bank credit card center) for sales, debit through the credit card, and after the policy is issued, the policy will be couriered to the customer. This approach is more effective in the early stage, but with more and more harassing phone calls, the sales effect is declining. And the cost of telemarketing is increasing because of the salaries of telemarketers and the rent of the premises.

2. offline channels:

(1) The bank channel is the second largest channel for homeowners insurance business, the insurance company has relatively few stores, you can consider using the bank for sales, its outlets are widely distributed, credibility, and people's lives are closely related to the customer, such as the customer in the bank when the loan, the customer service manager by the way of marketing its partner companies, homeowners insurance, this is also the first time in the past that the bank has been able to sell homeowners insurance, and it is also the first time in the past that the bank has sold homeowners insurance, which is also the first time in the past. This is also a major form of home insurance sales in previous years.

(2) cross-selling: for both property and life insurance companies and life insurance company marketers, you can do cross-selling, a lot of life insurance product buyers, in the transfer of personal risk at the same time also want to transfer the risk of family property at the same time. As an ancillary product, it costs nothing extra.

(3) bulk to find some real estate agents or neighborhood management offices to focus on sales, these are customers to buy or rent often deal with the area, there are scenarios sales advantage.

China has more than 300 million families, a huge potential market. Insurance companies should take a long-term view and increase their investment in the home insurance market to develop more insurance products that are better suited to the needs of modern families. Against the backdrop of sluggish growth in traditional commercial insurance, it will surely pay off, and the contribution of home insurance will slowly increase.