Insurance coverage in China needs to be expanded.

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Although everyone needs insurance, not everyone wants to buy insurance. Because our traditional cultural concepts often avoid talking about future accidents, insurance marketing is relatively difficult, and the training of employees often imitates the marketing language of Taiwan Province Province and Japan. In order to change the relatively backward situation of the insurance industry in China, the insurance industry should consider how to innovate the marketing model and combine it with the reality of the insurance market and even the national traditional culture, so as to effectively improve the insurance depth and insurance density in China.

On July 7th, the first domestic survey report covering the whole country with the largest number of survey samples released the latest research results. Taikang Life Insurance joined forces with Peking University and Zero Company a year ago. Through an effective survey of 6,302 family samples, the penetration rate of family life insurance in urban and rural areas reached 36.5% for the first time.

? This is the most remarkable result of this survey, which shows that in addition to the parameters related to GDP and per capita life insurance premium, such as insurance depth and insurance density, there is another very clear data obtained through large-scale field investigation. ? Relevant people said.

36.5% of urban and rural families have life insurance, which is beyond the imagination and expectation of the participating experts. According to historical data, the insurance depth of China's insurance market in 2009 was only 3.32%, far below the global average of 7. 1%. In addition, according to the China Insurance Development published in 2006? Eleventh five-year plan? The planning outline predicts that by 20 10, the insurance depth (referring to the proportion of total premium income to GDP) will reach 4%. However, the actual data reveals that the coverage of life insurance is not as low as expected.

? The undiscovered risk is the potential insurance demand. ? Qiu Xichun said that in the future, Taikang Life Insurance will regularly and continuously release the research results of family life insurance demand, share the research results with the whole industry, and provide guiding empirical data and demand index for the whole industry.

Life insurance coverage reached 36.5% for the first time.

This survey obtained clear data about the coverage of national life insurance for the first time. The coverage rate of urban family life insurance exceeded 40%, reaching 47.5%; The number of families in the county reached 32.9%, and the city was significantly higher than the county. Overall, the personal insurance coverage rate of urban and rural families reached 36.5%.

? In contrast, the depth of insurance is the proportion of premium income to GDP. This macro indicator reflects the position of a country's insurance industry in its national economy, but its guiding role at the micro level is not obvious. ? Qiu Xizhen said.

According to official data, with the promotion of social insurance projects such as the new rural cooperative medical system, the social insurance penetration rate in cities and counties is 88.9% and 87.5% respectively. Compared with social insurance, the contribution of commercial life insurance to improving the family's ability to resist risks is still not outstanding, accounting for 4.6%, 1.65% and 438+0% in the capital structure of urban and county families respectively, and the corresponding proportion of social insurance is 15.5% and 7.4%.

According to the survey, compared with the commercial life insurance coverage rate of 47.5% and 32.9%, the social insurance coverage rate of cities and counties reached 88.9% and 87.5% respectively, indicating that the market penetration rate of commercial insurance is still low; From the perspective of family member coverage, the coverage of commercial life insurance in urban and county families is only 3 1% and 15%, while the coverage of social insurance is 74% and 77% respectively.

According to the Survey Report on Life Insurance Demand, only 5.6% of family social insurance belongs to high security in terms of social insurance guarantee ability. Generally speaking, China's life insurance market is relatively abundant, but the level of family-owned life insurance is relatively low.

The level of family responsibility consciousness has important guiding and promoting significance for the development of life insurance. The survey results show that children's education and parents' and spouses' support for the elderly are important family responsibilities, and medical care is in a relatively secondary position.

Relatively speaking, in terms of family responsibilities, urban families and county families show great differences. Urban families have the highest sense of responsibility for their children, while county families have the highest sense of responsibility for their spouses. However, judging from the payment situation and the proportion of saving money in the next five years, urban and county families generally choose to spend on old-age care and children's education, among which county families choose the most on children's education.

Life insurance product design is difficult to be recognized.

The report also shows that China families are satisfied with the overall level of life insurance services. The key point is that the current insurance products are still difficult to meet the growing and multi-level insurance needs of consumers.

? There is a natural information asymmetry between insurance products and consumers. Because consumers in China market have low awareness of life insurance and the design of life insurance products is too specialized, it is difficult for consumers to identify the products. ? Qiu Xizhen said.

The survey results show that life insurance products are the least satisfied with the rationality of claims and the design of terms, and the satisfaction with the quality and speed of life insurance services is higher than the evaluation of products; At present, life insurance products can meet the needs of more than 60% urban families (6 1. 1%), but for county families, the proportion is only 47.5%.

? Compared with other existing channels, purchasing life insurance through face-to-face communication channels such as salesmen or marketers of life insurance companies is still the most recognized way for families in China. The proportion of urban and county families choosing this channel is about 60%, 68.4% and 59.8% respectively. Secondly, 35.2% and 44.3% chose "directly looking for an insurance company". ? Qiu Xichun admits that while bringing high business volume, marketing channels have also brought many problems.

Qiu Xichun said that in the development of life insurance products, China's life insurance products are not inferior to Europe and America. However, due to the low awareness of life insurance among consumers in China market, the design of life insurance products is too specialized, and it is difficult for consumers to identify products. On the contrary, in terms of services, consumers can basically enjoy better services due to the intensified competition of life insurance brands.

More than half of the families have low awareness of life insurance.

? If you have insurance awareness first, it is easier to accept insurance. ? Qiu Xichun said that families with higher recognition of life insurance are more likely to buy life insurance, and this trend is more obvious in urban families.

The survey shows that the awareness of life insurance among families in China is still at a low level. For life insurance products on the market, only 27.2% of the households said they knew, while more than half (5 1.2%) clearly said they didn't know, and the proportion in rural areas was even higher (54.2%). It can be said that the cultivation of life insurance market in China is not mature enough.

? The higher the recognition of life insurance by urban families, the higher the proportion of people who intend to buy life insurance in the coming year; County families are relatively weak under this influence. Families with high and moderate recognition of life insurance said that they would buy life insurance, which were 19.5% and 18.4% respectively, but still higher than those with low recognition. ? Qiu Xizhen said.

The survey found that for sudden risks such as major diseases and accidents, the risk awareness and saving awareness of county families are relatively low, which are only 2 1. 1% and 13.8% respectively. It is precisely because of the poor living, working and traffic environment of county families that the sudden risks faced by county families are actually greater.

? We analyze the anti-risk ability of China families through a set of scenarios. If the main labor force of the family is seriously ill and needs to spend 500 thousand, what channels can they raise and how much can they raise? The survey results show that only 54.7% and 40.9% of households in cities and counties indicated that they could raise 500,000 yuan through various channels, and the average funding gap in cities and counties was 6.5438+0.02 million yuan and 6.5438+0.665438+0 million yuan, respectively, and the overall ability to resist risks was low. ? .

The survey further shows that the sources of Chinese families' anti-risk ability are generally concentrated. "Deposit", "borrowing from relatives and friends", "social security payment" and "selling fixed assets" are the top four choices for cities and counties, but "social security payment" ranks third for urban families and "selling fixed assets" ranks third for counties.

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