14 years China Life Beijing branch telemarketing center to send accident insurance free trailer is it true

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As an emerging channel in the insurance industry, the e-commerce channel has developed rapidly in recent years. Taking the property and casualty insurance business as an example, data released by the Insurance Association of China for the first 11 months of 2014 shows that among the 62 member companies, 33 companies carry out Internet sales business and 28 companies carry out telephone sales business. Among them, the telephone sales of property and casualty insurance business of 79.533 billion yuan, accounting for 11.74%; Internet sales of property and casualty insurance business of 44.07 billion yuan, accounting for 6.51%, the two together accounted for 18.25% of the property and casualty insurance business. So, in 2015, insurance e-commerce channels are facing what opportunities and challenges?

Regulation

The "boots" that have landed or are going to land

As the saying goes, "The vibration of a butterfly's wings in the Amazon becomes a tornado in Texas." The insurance industry, as a highly policy-oriented industry, every move of the regulator may cause violent turbulence in the insurance market. In the past two years, regulators have issued a series of opinions and approaches on the development of insurance e-commerce channels, some of which have been formally implemented but the details have not yet been issued, while others are in the process of soliciting opinions for continuous improvement. These opinions and methods will undoubtedly have a profound impact on the development of insurance e-commerce in 2015.

The State Council's Several Opinions on Accelerating the Development of Modern Insurance Service Industry, released in August 2014, for the first time mentioned the development of the insurance industry at the national level, known as the insurance industry's "new ten articles". The "new ten states" clearly put forward "support insurance companies to actively use the network, cloud computing, big data, mobile Internet and other new technologies to promote the insurance industry sales channels and service model innovation", it can be said that for the future development of the insurance Internet to point out the direction. But how to support? Are there any rules introduced? Insurance companies are committed to the development of Internet channels at the same time, the heart is not without hope, hope that the "new ten" this "boots" landing sound louder, action more solid.

If the "new ten articles" is the first "boots" faced by insurance e-commerce in 2015, then the "Interim Measures for the Supervision of Internet Insurance Business" will be the second "boots" on the ground. "On December 10, 2014, the CIRC published the draft of the measures for comment, in the draft of the restrictions on insurance companies to strictly adhere to the territorial sales will be liberalized, in addition, insurance companies through social software to carry out Internet insurance business will also be included in the regulation, which is conducive to the insurance industry with a richer Internet tools for innovation. However, what makes many insurance organizations uneasy is that Article 29 of the exposure draft stipulates that "the network platform set up by insurance group companies in accordance with the law shall be managed with reference to the third-party network platform", and "the third-party network platform can only provide pure platform services, and can not participate in the underwriting, claim settlement, surrender, complaint and customer service. and customer service." If this provision comes to fruition, it is bound to produce direct constraints on the business operation authority of the official website of some insurance institutions, which is not conducive to the realization of the strategic deployment of the integration of online marketing resources within the system of insurance institutions. It is reported that some insurance institutions have already given feedback to the regulator through different channels, hoping that the regulator will redefine the third-party online platform.

If the landing of the Interim Measures for the Supervision of Internet Insurance Business will have an impact on the layout of the insurance Internet channel, then the upcoming landing of the "Guiding Opinions on Deepening the Reform of Commercial Auto Insurance Terms and Rates Management System" in 2015 will impact the price advantage of the online sales channel.In July 2014, the CIRC issued the "Guiding Opinions on Deepening the Reform of Commercial Auto Insurance Terms and Rates Management System (Drafting Opinions for Reform)" to the property and casualty insurance companies. In July 2014, the CIRC issued the "Guidance on Deepening the Reform of the Commercial Auto Insurance Terms and Rates Management System (Draft)" to property and casualty insurance companies to seek the industry's views on the core points of auto insurance fee reform. In the past, insurers launched online auto insurance, which usually allowed consumers to enjoy an additional 15% discount for leaving aside intermediaries. But according to the new rate system, each channel in principle can be in accordance with the autonomous channel in the range of more than 70% discount to the rate fluctuation. The guidance, if implemented, will make the price advantage of the grid sales channel no longer exclusive and is likely to have an impact on the grid sales channel.

In addition to the three opinions and approaches mentioned above, what will also have a profound impact on the insurance e-commerce channel in 2015 is the telemarketing no-dialing management system. 2013, the CIRC successively issued the Measures for the Administration of the Telemarketing Business of Life Insurance and the Notice on Matters Relating to the Specification of Market Order of Property Insurance Companies' Telemarketing Businesses and Prohibition of Nuisances Caused by Telemarketing, which explicitly put forward that insurers and Insurance agencies should establish and improve the management system of telemarketing no-dialing. The public can block the telemarketing of insurance companies by logging into a specialized website and registering their cell phone numbers, and they can also set a no-dialing period. Since the implementation of the no-dialing management system has been a continuous fermentation, there have been Xiamen, Beijing, Shanghai, Dalian, Zhejiang, Guangdong, Hebei, Jiangsu, Yunnan, Heilongjiang, Jiangxi, Hunan, Tianjin and other places to set up a no-dialing platform. FDD platforms have led to a further reduction in the scope of online sales dialing. Among them, Beijing's no-dialing platform registered more than 40,000 no-dialing phone numbers a year, and Hebei Province's no-dialing number registration platform registered 61,335 no-dialing numbers a year.

The industry

Internet insurance into the "new normal"

Compared with the electronic marketing channel, the Internet channel development later, faster, and broader prospects, can be said to observe the development of insurance e-commerce, a window! ".

After the exploration of the first year of Internet insurance in 2013 and the adjustment in 2014, Internet insurance is now stepping into a "new normal".

First of all, insurance products with Internet thinking have begun to emerge and will become mainstream in the future. For a long time, insurance online sales have been dominated by financial products and short-term accident insurance, in a sense, it is only the traditional insurance products to the line. But in 2014, a number of truly meaningful Internet insurance products began to emerge, representing products such as return freight insurance, ZongLeBao, courier delay insurance, cash on delivery refusal insurance, personal account fund security insurance.

These insurance products have the following **** the same characteristics: First, customized development based on the fragmented needs of the Internet scene, the scope of protection is small and clear, such as the return shipping insurance for online shopping return link of the freight problem, ZongLeBao, participate in the poly insurance and other margin insurance for the e-commerce consumption of the link of the margin problem; Second, the pricing of the product is based on the customer's credit, business data, historical behavior and other aspects of big data Thirdly, the price of the products is very low due to the small scope of coverage, which is characterized by "small amount, large volume and high frequency". Although the average return freight insurance of Zhong'an Insurance is only about 0.7 yuan per policy, the policy volume exceeded 150 million and the premium exceeded 100 million yuan on the day of "Double Eleven", showing vigorous vitality. It can be expected that insurance products with Internet thinking will become the main protagonist of Internet insurance products in the future.

Secondly, focusing on integration and strengthening communication will become the basic feature of Internet insurance marketing in the future. Some years ago, the lack of Internet insurance marketing media, a single means, in recent years, with the rise of microblogging, microblogging, community, forums and other social media, communication media is increasingly rich, and in addition to the traditional means of gift giving, points, services, insurance, etc. have become the insurance company promotional "tool", and often used in a fusion. Ping An official website launched in December 2014, "buy car insurance, draw red packets" activities, the gift of insurance (premiums can be immediately reduced), gift (can be exchanged for various types of car owner supplies to the Ping An Owner's Mall), gift services (can be exchanged for various types of car care services to the Ping An Owner's Mall), gift points (Ping An Miles) into a furnace, at the customer's disposal! The choice is up to the customer. In addition, due to the information society information is complicated, each insurance company in the marketing program to promote more attention to the dissemination of information to ensure that the relevant information can reach the target customers in a timely and accurate manner.

For example, when Sunshine auto insurance online marketing launched its marketing campaign in 2014, it used the topics of "Sunshine Auto Insurance New Internet Play Double Twelve Auto Insurance Money Saving Trend" and "Double Twelve War Flame Overflowing Sunshine Auto Insurance Four Legal Treasures Protecting the Body" to preheat the news, create hot topics, and cover hundreds of millions of people. Afterwards, the "sunshine general insurance net e-marketing strong rise single day premium broke 200 million mark", "sunshine general insurance net e-marketing "double twelve" reproduces the speed of the Internet" for the finale, firmly in control of the main battlefield of publicity, the formation of a perfect closed loop.

Thirdly, scene-based sales have become the basic mode of Internet insurance sales and will exist for a long time. With the traditional insurance sales of pulling customers, repeated sales model is completely different, the Internet insurance consumption is basically a scenario-based consumption, the insurance services embedded in the purchase, payment, service and other links, fit the user's insurance needs. For example, the return insurance, is the insurance service embedded in the return process; ZongLeBao, participate in the gathering insurance and other margin insurance, is the product of the whole process is completely embedded in the consumer insurance process. Because of the scenario-based and embedded sales, customers often realize the importance and necessity of insurance in the purchasing process, which in turn improves the purchase conversion rate of Internet insurance products. For example, China Life E-commerce Co., Ltd. launched the "No.1 Special Car" road transportation liability insurance in cooperation with "Quick Taxi", which is characterized by scenario-based sales, and the insurance business is able to grow according to the high speed of scenario-based services. At the beginning of the line, the average daily single volume of 2000-3000, a month later close to 5000, the current average daily single volume of nearly 40,000 single.

Fourth, the Internet insurance sales carrier from the PC terminal to the mobile terminal has become an irreversible trend. Mobile Internet has retained many of the characteristics of the fixed Internet, but also to adapt to the "fragmentation" era of people's needs to access the Internet at any time and anywhere, showing explosive growth, and will become the future "Internet Platinum Decade of the protagonist. Internet Information Center released a survey report shows that China's Internet users have reached 632 million, of which 527 million cell phone Internet users, cell phone Internet users for the first time beyond the size of the traditional PC Internet users. Baidu Baidu data show that in the third quarter of 2014, the proportion of users accessing the Internet on the mobile side increased by 83.4%, surpassing the PC side.

In line with this trend, the Internet insurance product sales carrier should also be shifted from PC to mobile.

In December 2014, PICC specifically joined hands with DDT to carry out a red packet delivery game to celebrate the mobile premium sales broke 800 million yuan, which can be used as a microcosm of this trend.

Technology

Technology Changes the World

At the end of 2014, a press release titled "Price Comparison Tool: Price Difference of the Same Car and Same Insurance Up to Nearly 1,000 Yuan" caused a lot of repercussions in insurance circles and among consumers. The press release reported that China's first WeChat auto insurance price comparison tool - "Most Beneficial Insurance" - was launched, which buttresses the mainstream insurance companies offering online auto insurance in the market, and allows car owners to get direct sales quotes from different insurance companies by inputting their user information and insurance plans on WeChat. The price comparator is connected to the mainstream insurance companies offering online auto insurance in the market. The emergence of the "most favorable insurance", so that the already hot Internet insurance and add "a barrel of oil", many insurance companies exclaimed "really is technology to change the world".

In addition to the price comparison tool, the property insurance companies also feel the pressure of science and technology, and the rise of the Internet of cars. The Internet of Cars, a sub-segment of the Internet of Things, is a huge interactive network of information about a vehicle's location, speed and route. Through GPS, RFID, sensors, camera image processing and other devices, vehicles can complete the collection of their own environmental and status information; through the Internet technology, all vehicles can be their own transmission of a variety of information convergence to the central processor; through computer technology, these large number of vehicles can be analyzed and processed information, so as to calculate the best routes for different vehicles, timely reporting on the road conditions and arrangements for the signalization cycles. With the rise of Telematics, Telematics insurance has also emerged as a new force to change the auto insurance industry that cannot be ignored.

First of all, Telematics insurance can improve the science and fairness of auto insurance pricing, and design differentiated rates for different individuals, such as lower premiums for users with better driving behaviors and habits, and shorter driving time. Secondly, connected car insurance is conducive to insurance companies to strengthen the risk management of claims and reduce moral hazard; in addition, it can also improve the profitability of insurance companies and provide a full range of value-added services to consumers. Wang He, executive vice president of PICC Property and Casualty Insurance, said in an interview with the First Financial Daily that "Telematics will fundamentally change the auto insurance industry and may trigger a revolution."

At present, a number of companies, including PICC P&C, Guoshou P&C, Ping An P&C and Pacific P&C, are actively experimenting with Telematics. Among them, PICC property insurance has completed the preliminary technical selection, such as the choice of products, to ensure the stability of the equipment, etc., the second phase, through the Beijing area, 200 vehicles safely completed the model test, is in the country's five cities to carry out 15,000 vehicles of the mid-term experiments, improve the technical model and verify the business model, to be followed by the large-scale promotion.

The reason why Telematics is highly valued by insurance companies is also rooted in its ability to provide insurers with big data about customers' driving information. Big data has a profound impact on the insurance industry, first of all, it is possible to change the insurance industry business model. Relying on the excavation of the material behind the big data, it analyzes what customers want, and then implements the product and service strategy led by the needs of customers, which is then transformed into the business model and value of insurance enterprises. Secondly, it helps to enhance the development strategy of insurance enterprises. With the mining and use of big data, it helps insurance companies truly realize the transformation and upgrading of strategy from premium policy-centered to customer-centered. In addition, big data has a profound impact on the technical and operational aspects of insurance, not only in the pricing and marketing of insurance products, but also in preventing fraud in the claims process, optimizing the service process, building risk management models, and monitoring and forecasting financial indicators. Specifically for insurance telemarketing, the establishment of big data under the precision marketing has become the future of insurance telemarketing development **** knowledge.

But where does big data come from? How to integrate, store, clean and apply? This has become the focus of exploration by various insurance companies.

To obtain customer data, for example, since 2007, "Ping An Direct" has directly collected nearly 500 million whitelist customer data, in 2014, the cleaning of the flip-flop almost called the country's cell phone customers, giving out 300 million accident insurance, customer acquisition 270 million. In order to strengthen the processing of large amounts of data in the later stage, in June 2014, Taikang Life announced the official opening of the cloud computing center, marking the concept of Taikang's "financial cloud" officially landed in the practice of insurance business. Ma Mingzhe, chairman of Ping An Group, also explained his concept of "health cloud" and "asset cloud" at the morning meeting on the first working day of 2015.

There is no doubt that in the development of insurance e-commerce in 2015, emerging technologies represented by big data and cloud computing will play an increasingly important role.