Author | Zhang Jie
Source | Auto Service World (ID: asworld168)
welcome contribution | Wu Jun: 13116718090 (same as WeChat)
The comprehensive reform of auto insurance started on September 19 is a major reform of auto insurance in the past 10 years. It has been two months since the comprehensive reform of auto insurance.
The entire auto insurance industry has undergone some changes in these two months. For example:
Many insurance companies initially followed the usual practice and directly used the lowest coefficient for underwriting. After a month or two, the floor price was discovered. There may be a lot of losses, then slowly increase the coefficient, otherwise there will be problems in repayment. The experience of car owners is that if the premiums are lowered, how can they increase as they change?
is different from before 919. Generally, the quotations of a car in different insurance companies are almost the same, with a difference of less than tens of dollars. The difference lies in the difference in handling fees and gift products. But now the prices of insurance policies issued by different insurance companies and channels vary greatly for the same car. The
4S shop couldn't hold onto the bottom line first, and started to pay the premiums on its own, taking the opportunity to achieve the task of exchanging premiums with insurance companies for repairs at a low cost. So, at the beginning we saw the highest policy in the industry. In addition to price, everyone really started to seriously consider the service this time. After all, the expected loss rate of premiums has increased to 75%, and the money goes to back-end services. But how? How to differentiate services? These questions are still questions that everyone seems not ready to answer.
No, there are rumors that a large auto insurance company *an insurance actually has to operate its own repair shop!
insurance companies open repair shops,
does the restaurant run their own ranch to raise sheep
or does the real estate developer sell cement themselves?
In fact, the rumors of insurance companies operating repair shops have been around for a long time. And there have been attempts by insurance companies to launch into the water, or to participate in stocks, or to flop strong control. After all, insurance companies hold so many orders in their own hands.
So this dialectical question comes, should insurance companies run their own repair shops?
is not in a hurry to draw conclusions, this problem is really not that simple after detailed analysis.
After all, from the perspective of purchase demand, there are two major traffic entrances in the aftermarket, one of which is the small b (ie auto repair shop); the second is the big B (insurance company).
When you have the right to speak on the order in your hand, you can indeed be willful, or even a few.
Otherwise, the Tuhu Workshop store has won numerous industry praises just by relying on a C-end traffic diversion. Although it is easy for everyone to overlook the fundamental topic of whether C-end acquisition costs can cover operating costs. But people who eat melons only need to eat melons sweet, so they don't care about whether they are genetically modified.
If the cost of order flow is obtained, the insurance company's claims order can be described as "zero cost". In theory, the stability and reliability are much higher than the flow of the aftermarket. Now that the orders are all made by myself, it would be nice to have the meat in my own pot, and the direct operation is still obedient.
This reminds me that in order to ensure the quality of their own beef and mutton, some skewers chains or restaurants simply raise them on the grassland pasture. It did achieve the effect. Of course, the other extreme is that real estate developers open their own cement plants to ensure the quality of their houses.
So, here comes the problem. In the end, insurance companies opening repair shops are necessary for restaurants to run their own farms in order to ensure the quality of their own ingredients; or a meaningless method for real estate developers to run their own cement plants. In my opinion,
prefers the latter because cement is highly substitutable. Real estate developers (builders) can use outsourcing methods to find cement with good quality and affordable prices as long as they pay a small amount of supervision costs. High-quality beef and mutton is a scarce resource, and there are too many uncontrollable links in the entire meat circulation. If the restaurant focuses on the selling point of the ingredients, there are many benefits to running your own ranch.
After all, things like the operation of repair shops still rely on localized operation and management in essence, although insurance companies’ own orders have already reduced a lot of traffic costs compared to other stores. However, if it is a direct-operated team model, it is prone to direct-operating problems that are common in the aftermarket. The stores are all working and there is not enough motivation to do it.
Insurance company has not understood the front-end and back-end of insurance for so many years. It has been a long time to replace the original parts with homogeneous parts to reduce the damage.Did not understand. I can hardly believe that a chain insurance company with such a heavy service can do a good job. Even if it can achieve strong management and control, his management costs will be much higher than the benefits brought by direct sales. How many martyrs were in front of
, one hand sold himself to Tuhu and the headquarters of the master plate spraying factual suspension. The accident car repair chain is not so easy.
Can the regional-based city chain
fight with insurance companies? The
auto insurance business itself is based on the city. In theory, after a chain has been formed in the area, it is actually possible to break the wrist with the insurance company.
Currently, many regional chains do the same. The regional scale has reached hundreds of millions a year, and a small ecology from insurance premiums to claims has been gradually formed.
Chengdu’s classics, Guangzhou’s cluster car treasure, Zhangjiagang’s Jiuyi (now Tmall’s car), have all been doing this.
In theory, the smallest unit created by a small car insurance ecosystem is the city. With the city as the smallest unit, there is sufficient store density and premium scale. Then through the operation of the car owner, the ability to negotiate and balance with the insurance company is formed.
However, this model has a unified problem. It failed to prove that it can be replicated across regions. The weird format of the aftermarket does sometimes make people doubt life. It is very difficult to do a good job in a region, but it is difficult to succeed in this step. This reason
is not the focus of today's dismantling, so I will not dismantle and analyze it today.
But I think that if you find a reproducible category play, car insurance is definitely one.
So, another question is coming. What will happen to the larger national chains, Tu Rover and Tmall car owners?
National chain insurance business opportunities
Tuhu has acquired a national insurance brokerage license (Shengtang Insurance Broker) since last year. The intention is already obvious. I don't think the leading companies in the aftermarket who are short on money will not miss this insurance flow entrance.
Judging from this point, I think that the one that has the most opportunity to make good use of the insurance move is precisely the leading enterprise that has chained the most difficult national maintenance.
After all, this requires a multi-role collaboration network.
Therefore, a "underwriting sales + refined maintenance" closed-loop network is the key to solving this problem. The ability of
to test a platform has three points:
1, auto insurance category operator
, this ability is through the integration of "delivery inspection, road rescue, driving service, safety inspection and other value-added auto insurance service insurance" and "class one, class two easy Damaged parts maintenance services” and other value-added service products and issuance of small insurances such as “independent wheel loss insurance, support for the development of liability insurance for external use of medical insurance, development of new energy vehicle insurance, accident insurance for drivers and passengers, and motor vehicle extended warranty insurance model clauses”, Finally realize the differentiation of the insurance sales process. Let the handling fee not only serve the car owners, but also let the auto insurance sales get rid of the price war that only used to fight for the price in the past.
2, auto parts supply chain integration capability
In the whole auto insurance service cycle, the owner's value-added service of wearing parts, as well as the whole car parts service in claims. What is needed is the integration capability of the auto parts supply chain.
3. Can the chaining capacity of the repair shop
provide standard, transparent, and controllable quality services in the vehicle owner service network? This requires the ability to chain a network of repair shops for maintenance and value-added services.
Let’s take a look at the systems that may have these three service capabilities:
Type I, 4S stores,
4S stores, although the channel is affected by the decline in new car sales, is undoubtedly one of the strongest channels in the insurance field. Moreover, the 4S store group or a certain type of platform with packaged value-added services and small insurance capabilities, through cooperation with the 4S store network, will eventually achieve a closed loop of underwriting and claims, which must be a main force in the future.
But I am more optimistic about the operation method of the multi-brand 4S store group that has evolved its own insurance category operation capabilities. However, it is unlikely that a single third-party platform will survive on the operating capabilities of an insurance category. For example, Lemoubang, a platform that integrates 4S store services as car owners, has not been able to do so, which is a good example. After all, in the 4S store system, the original auto parts supply chain, maintenance chain and value-added service capabilities are all readily available, and the most difficult links have been centralized. There is no need to complete the connection through an insurance category operation platform. The disadvantages of the
4S store network are: expensive and insufficient outlets.
keep the whole system runningThe basic cost of repair service for the same accident is higher. The maintenance network is not so convenient. Within a city, especially the sinking market in tier 3 to 5 cities, there is not enough 4S shop network to support services.
The second category, auto insurance category operation platform + aftermarket supply chain platform + repair shop alliance
I firmly believe that in the future auto insurance ecosystem, a more economical and suitable solution is "auto insurance category operation platform + aftermarket supply chain platform + repair "Factory Alliance" is a combination.
Because of the fragmented nature of the aftermarket supply chain and repair shops, a platform for auto insurance-based decentralization of auto insurance and auto insurance-related value-added products has greatly increased.
connects auto insurance sales and claims lubrication through the auto insurance category operation platform. This process requires a double-loop network based on auto insurance transactions and services to unite fragmented repair shops to form a chain-like high-density service network. Its network effect is getting stronger and stronger. The picture of
comes from the network
and the complexity of the market supply chain is much higher than that of the original factory specialization system of 4S shop. Therefore, there will be supply chain platforms such as Kangzhong participating in the process to jointly empower the industry and finally form an integrated auto insurance platform that serves car owners. The lead entity of the
platform may have the following roles:
1. A third-party platform with big data and category operation capabilities. For example, Gecko car;
2. Insurance company. For example, PICC, Ping An, Pacific;
3. Auto parts supply chain platform. For example, Xinkangzhong;
4. Auto repair chain. For example, Tuhu and Tmall keep cars.
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-