一htmlThe four-year insurance "Martial Arts Conference" is about to get off to a good start, but suddenly a green-haired monster appears. There is an Ali Sesame Sword in the left hand and a Xinmei Meteor Sword in the right hand. The two swords are combined and flying up and down.
actually danced faster and faster, whistling in the wind, and suddenly a "blue cloud on the ground" leaped above the rivers and lakes. Only the sound of two swords was heard, the lake water surged, and a huge water column rolled up from the center of the water into a twist-like shape toward the sky. Run.
The legendary "dragon absorbs water" reappears!
"Mutual Insurance" jointly created by Alipay and Xinmei Insurance, the number of users exceeded 10 million in less than 10 days after it was launched, instantly "sucking" tens of millions of insurance customers, causing a "wow" sound.
1.
There has been a lot of discussion about "mutual protection". Some are holding them, some are black.
But if you don’t even understand the phenomenon, then trying to reveal the “essence” seems nonsense. Why did
surpass 10 million in just a few days and become an Internet celebrity with countless followers?
For the market, nothing is more important and more real than customer recognition and customer satisfaction.
In fact, the number itself is an attitude and a market barometer.
The more people participate, the more popular, recognized and attractive it is.
Every sword they thrust out struck directly at the vital point and killed one's life.
The first sword: Swords in succession.
is converted first and then spread. Different from the traditional "prepaid" insurance, mutual insurance requires you to get on the bus first and then buy the ticket. Join first and then deduct the fee. As long as the sesame score reaches 650 points, it will be OK. The cost will then be allocated based on the actual compensation situation. It's equivalent to "try before you buy" and "buy after you're satisfied." You can get the guarantee first without spending a penny. Such a good thing is like "pie in the sky". Will it not lead to looting?
The second sword: the flying sword.
year alternating times. Traditional insurance products are basically regular payments, and mainstream products have a payment period of 10 or 20 years, with payments once a year. However, "Mutual Insurance" has changed the "old woman's footcloth" approach and changed annual payments to secondary payments. It is announced twice a month, and the expenses are apportioned based on the number of announced compensation cases, which is equivalent to dividing the annual expenses into 24 installments and deducting ten or eight yuan at a time. Such a low threshold can be said to be affordable for everyone. If you can afford it, you can buy it. The benefits of secondary intercourse are obvious. It seems that there is a "protector" around me every day, helping others and protecting myself.
The third sword: a hairy sword.
High fee becomes low fee. As long as it is a health insurance product, it is actually not cheap, and "Mutual Insurance" is no exception. However, compared with the "large expenditure" paid once a year for traditional products, "Mutual Insurance" is expensive to break up into parts. It is much lower. The promise that the cost sharing per case will not exceed 10 cents can easily give people the illusion that "as long as you have a 10 cent relationship with Alipay, you can have 300,000 or 100,000 yuan of insurance protection." As for one year It doesn't matter to the participants how many 1 cents will be deducted.
The fourth sword: Kuai Frequency Sword.
low frequency becomes high frequency. Insurance is a virtual product, and it is not necessarily purchased once every three years. The fee is only paid once a year. It is common to forget to renew, and it is difficult to interact with customers. But the "instalment deductions" twice a month, twenty-four times a year, instantly turn low-frequency things into high-frequency ones. As long as you join, frequent claims announcements and deduction reminders will make you feel that insurance has changed. It has become a real thing, reminding you all the time that your insurance has been deducted again. Please take care of yourself, otherwise you will be next.
The fifth sword: the mutual aid sword.
self-help becomes mutual aid. Traditional insurance is to protect yourself and your family, and designate beneficiaries or heirs. It is a self-help behavior. You will benefit as much as you buy, but you will not benefit if you don't buy it. But mutual insurance embodies more of the spirit of mutual help, embodying the idea that everyone is doing what they have done. There is a one-time deduction for one case. If there is no compensation case, there is no deduction. Everyone is for me and I am for everyone. It's a true solidarity. And the whole process is completely transparent and fair, open and just.
The sixth sword: the scene sword.
changes from hearing to seeing.There are usually not many insurance claims, but due to the need to protect customer privacy, people usually hear about who paid, but specifically who paid and how much, except for things that happened around them, most people don’t know. If claims cases are published regularly and then mutual aid deductions are made, the authenticity will be greatly improved. From hearing to seeing, seeing becomes to believing. In fact, the announcement of claims settlement behavior has become a sales behavior scene.
The Seventh Sword: The Sword of Freedom.
quits more freely. Those with Sesame scores above 650 are actually mostly young people, so it is important to respect the consumption habits of young people. If you feel bad and the experience is unpleasant, OK, you can withdraw at any time, which may affect your Zhima Credit, but there will be no cash loss. Compared with traditional insurance products that often suffer tens of percent losses when the policy is surrendered midway, it is much more cost-effective.
These seven swords seal the throat, and each move is fatal.
We usually say that we should be "customer-centered", "burn the midnight oil" every day to study the pain points and itches of customers, develop new products and explore new words every year, but we have never truly entered the hearts of customers to understand them. Where are their pain points and itches?
How many customers have complained about these problems? How many years has it been in the market? Have they been solved? Why can't it be solved? There are more than 200 large and small insurance companies, as well as a huge number of Internet and intermediary companies. Why can't they break through these bottlenecks?
We know what we have seen but have never done, mutual protection has done it.
Well, with the flick of a sword, "mutual insurance" has become a turmoil in the insurance industry.
2.
We have always said that future competitors must be cross-border robbers. The one who defeats you is never the opponent in the industry, but the cross-border king.
, especially Internet giants, use traffic to dominate the world. Every innovation is enough to subvert the traditional business model. Yu'e Bao, WeChat, and Taobao were all like this.
Regarding the "freak" of "mutual insurance", which is both mutual and insurance, the insurance industry has gone from watching to questioning, from being frightened to criticizing. What they have conveyed is the "Kong Yiji" impression of traditional insurance, which sticks to the old rules and refuses to change.
But as the number of people insured by "Mutual Insurance" exceeded 10 million, it was already destined to be a landmark and milestone event in the insurance industry.
In fact, it is a bit unfair to say that insurance is a backwater.
Compared with the banking industry, the insurance industry opened earlier, has a higher degree of marketization, and never lacks innovation.
But our innovations seem to be "always on the road" and not on the road to customers. Customers do not get any benefits from the so-called insurance innovation.
More often than not, we are talking to ourselves, feeling sorry for ourselves, or feeling complacent.
Complain about poor awareness of national insurance? Customers don’t approve? Low insurance density? Shallow depth? Facts have proven that it’s not that we don’t advertise enough or that insurance knowledge isn’t publicized enough, nor is it that people don’t have risk awareness and don’t know that insurance is a good thing. Mutual insurance just tells us that what our people are most indispensable for is insurance awareness. When conditions permit, Under the circumstances, no one will reject insurance; not only do they not reject it, but they also like it very much. In less than 10 days, 10 million people have joined. This proves that there are no customers who do not want to buy insurance, but there is no right product.
Are you envious of the Internet giants’ own traffic? Holding sesame seeds to make Chu wait? Alipay's 35 million users with Zhima points of 650 or above mobilized 10 million in just a few days, accounting for 1/3, and it is still growing rapidly. The service account of each of our provincial institutions probably has at least millions of users. Every time we invest in new products and even send out red envelopes, how many customers can we really mobilize to participate? Not even one in a hundred. shows that we still have a lot to do in customer management and there is still a long way to go.
But time, the market, and disruptors may no longer give us time.
Before, we said that Internet products can attract customers if they are interesting and fun, but "mutual protection" is not interesting or fun, but why do they attract tens of millions of fans in a very short period of time? There are four words that are more attractive to customers, that is "useful and effective".
For the market, nothing is more important and more real than customer recognition and customer satisfaction.
In any case, "Mutual Protection" has solved the problem that we have not solved for a long time.
There is no need to deny that "Mutual Insurance" is destined to be an epoch-making product. It is a large-scale experiment relying on a large-traffic life platform. Its social value and hidden risks are also difficult to evaluate in the short term. Is it "universal medical insurance" or "universal medical insurance"? "Enclosure and strangulation" will be verified by time.
Don’t be afraid of touching your cheese, so your first reaction is to put on a mousetrap.
In fact, we don’t need to be busy expressing support or criticism, but we should look at it dialectically and learn with an open mind. Being sensitive but eager to learn, and being shy but brave are the basic skills of a mature enterprise.
Many of our traditional insurance companies are veterans who have been in the field for many years. They are not lacking in sensitivity to the market, but they are not eager to learn, and they understand the shame of rigidity, but they are not brave enough.
Whether it is "treasure" or "protection", whether it is barbaric invasion or the use of traffic to control the world, what we need is not doubt, let alone criticism, but learning from the strengths of foreigners to control foreigners, and making up for our own shortcomings to strengthen ourselves.
"Mutual Protection" is exactly the best opportunity period that forces us to improve the quality of our products and customer thinking.
3.
The history of human civilization is a history of revolution that continues to break ground.
If you don’t push the old, it will be difficult to come up with something new. You need to explore and innovate. We welcome game-breakers, which can make us alert, thoughtful and energetic, instead of being resistant, frightened and confused.
No one welcomes the invading "barbarians", but long-term inward competition must introduce outward competition in order to keep a pool of spring water evergreen and a mountain of green trees evergreen.
As mentioned before, in the 3 trillion insurance market each year, more than 200 insurance entities, thousands of intermediaries and brokerage companies are competing brutally. It is fierce and fierce, and it can be said that there are successes and successes.
But it must be said that this kind of competition is internalized competition, a competition between brothers behind closed doors. It cannot kill anyone or lose lives.
But suddenly the door was knocked open from the outside, and the situation was different.
Some people exclaimed that "Mutual Insurance" has stolen the cheese of the insurance industry. I think it’s not just the cheese of traditional insurance that’s been touched, but it’s also been slapped in the face of Internet insurance .
But more importantly, it breaks the situation, breaks the confusion, deadlock, and deadlock that have remained unchanged for many years in the insurance industry. It also opens up a new path for Internet insurance and opens up a new world.
mutual insurance is the beginning of real Internet insurance.
The gray line of grass and snakes can spread thousands of miles.
Download "Financial Protector" on Apple and Android
From micro-insurance to mutual insurance, Internet giants have been trying to break the puzzle, deadlock and deadlock of traditional insurance, and find the pain points, itches and blind spots of the market. We can't say "Mutual Protection" is the winner this time and the end of the pain points, but at least the distance has never been so close.
I still say the same thing, which type of transformation and upgrade is not an internal issue in the industry. The answer lies not only in the management, but also in the bustling private mobile phones and the bustling public traffic.
At present, the traditional insurance industry is about to start a good start. The emergence of "mutual insurance" is not only a thunder but also a question for us to think about product positioning and business methods based on user thinking.
New things are not scary. What is scary is that we don’t even have the courage to question them. Powerful questioning is the driving force for moving forward.
I have no intention of singing praises for "mutual insurance", nor do I intend to pour cold water on traditional insurance. I think we need more reflection, reflection, reflection.
But it would be naive to think that "mutual insurance" will subvert the traditional insurance industry. For the multi-trillion insurance market, we need “Internet celebrities” and even more, long-term and continuous risk planning.
Just like what Yu'e Bao did to the banking industry, WeChat to the communications industry, and Taobao to the retail industry, they can only bring about changes, but not subversion.
From this perspective, we should be grateful for "mutual protection".Let us know that this market does not lack risk awareness, but what it lacks is the courage to revolutionize ourselves.
Finally, I would like to remind all insurance "newbies" that although mutual insurance is good, it is by no means a free lunch. It may not be "useful" for people under 40 years old, and it is obviously "not enough" for people over 40 years old. use". It can be used as a life-saving "straw", but it is definitely not a "Noah's Ark".
Internet celebrities are Internet celebrities after all. You can have fun with them, but don’t risk your wealth and life.
