In the whole year, the industry property insurance premium was 6.9 billion, accounting for only 0.57% of property insurance, which was basically negligible, but auto insurance closely related to family property accounted for 70%. The author will analyze the reasons and countermeasures for you from different angles.
First, two accidents from the Spring Festival.
The first case: According to a Weibo in Lvyuan District, Changchun City, Jilin Province:19 65438+1At 5 am on October 30, a gas leak occurred in a resident's home in Yangjia Community, Lvyuan District, Changchun City, causing a deflagration fire. It is reported that the accident caused 8 deaths and 3 injuries.
The second case: the fire accident in Biqingyuan Community, Luohu, Shenzhen, 19. At 3 am on February 13, a fire broke out in the underground parking lot of Biqingyuan Community in Qingshuihe Street, Shenzhen. The accident caused 32 cars to be burned, and 36 residents were taken to hospital for treatment because of inhaling smoke.
According to CCTV news report: On February 1 1, it was learned from the Fire and Rescue Bureau of the Emergency Management Department that from 0: 00 on February 4th to February 4th18th, there were 9,660 fires in * * * nationwide, with 47 deaths and direct economic losses of 49.44 million yuan. Although I feel that property insurance accidents are not common around you and me, they do happen frequently.
Second, why is the demand for family property insurance large, but the sales volume small?
Home is a shelter for people and a warm harbor. As urban housing prices are getting higher and higher, the risks are getting bigger and bigger. Insurance-conscious people avoid related risks by purchasing property insurance. However, according to the survey, although the demand for family property in China exceeds 70%, the number of people who actually take out family property insurance is less than 10%. Even in Shanghai, where the insurance development is the most mature, the insurance coverage rate of family property insurance is only 7%, and the insurance coverage rate of other cities is below 5%, which is pitifully low in the vast rural areas, far from the 70% penetration rate of family property insurance in developed insurance countries. I think there are several reasons.
(A) the awareness of transferring risks through insurance is weak, and the understanding of the function of insurance is insufficient.
First of all, the public's understanding of insurance is relatively negative, staying in the view that life insurance salesmen are misleading in sales and difficult to settle claims. They don't trust insurance so much, and they don't realize the role of insurance as a risk management tool.
Secondly, with the recent rise of various fund-raising platforms in WeChat official accounts, people think that health insurance is very necessary for family risks, but they are always lucky for family property insurance and feel far away from themselves. Most people will take measures such as installing security doors and watching them.
(2) The risk of family property in China is indeed smaller than that in foreign countries to a certain extent.
1. The risk of property loss is small: most buildings built in China in recent years are reinforced concrete houses. Compared with many steel and wooden houses in the United States and Japan, their ability to resist natural disasters such as fires and typhoons is indeed much stronger.
2. Less liability risk: In addition, in foreign family property insurance policies, there is usually personal liability protection. For a litigious country like the United States, the risk of personal liability is relatively high, but in China, because the legal system is different from that of the United States, the risk of personal liability is not too strong. Judging from the accident rate, it's not that high.
(C) products and services can not meet people's needs
1. Most insurance policies have no earthquake liability: the insurance liability of family property insurance has not happened much since its birth. For example, at present, the quality of family housing is getting higher and higher, but the probability of housing damage is getting smaller and smaller. Many products that are really responsible for housing earthquake damage are not available, and even if they are sold, they are limited to areas with low earthquake risk.
2. Cash, stamps, securities, celebrity calligraphy and painting, antiques, etc. It is usually excluded, and the underwriting of jewelry, gold and silver ornaments and some valuables is also very complicated. These are indeed the most worrying assets, but they are not well protected. Of course, I don't think stamps and securities can be guaranteed, because the value is difficult to determine, but for some properties with easy-to-determine prices, such as jewelry, we can consider setting a fixed value for insurance.
3. Usually, family property insurance adopts customized insurance, and there is not much choice.
4. Claims are more as a way of risk control than as a service, and lack of consideration for customers is easy to dampen the enthusiasm of policyholders: although the average premium of family property insurance is low, it involves thousands of households, and it is easy to dampen the enthusiasm of policyholders due to cumbersome rules and regulations in payment. For example, when applying for claims, there are often documents, invoices and certificates issued by relevant departments that need to be provided, some of which are necessary and some are not necessarily necessary, and they are not considered from the insured's point of view, such as simplifying information and making small claims quickly.
Poor channel
1. The agent channel is too inefficient and has no enthusiasm: for insurance companies, there are many salesmen. Some people think that the salesman or agent is the best channel, but it is not necessarily a good channel for family property insurance. Usually, family property insurance premiums are several hundred yuan. Take 200 as an example, even if a 30% commission is charged, it will be 60 yuan, which is not enough to send a taxi fare to the customer.
2. Selling unnecessary products online, most insurance companies have not established a good brand image, and customers have no impulse to buy.
Third, how to solve the problem of "applauding and not calling for seats"
Based on the above reasons, I think these problems should be solved from the following angles:
(A) should increase the publicity of family property insurance, improve insurance awareness.
Insurance publicity and education is a long-term process, and it is not a day's work to reverse the stereotype that claims are difficult. But I am glad to see that in recent years, the insurance in primary school textbooks and CCTV advertisements has gradually changed people's impression of fraudulent insurance, but this is not enough. It is also necessary to publicize the types of insurance closely related to the family, such as auto insurance, health insurance and family property insurance. It is necessary to popularize some basic knowledge, such as telling the truth when taking out insurance and not concealing risks. Read the terms carefully, don't blindly insure, don't over-insure, and don't under-insure, but fully insure according to the actual situation.
In the insurance guidelines, the insurance company also needs to introduce the insured property, insurance liability, insurance amount and rate in detail, and expressly exclude the liability. Let consumers clearly understand consumption.
(2) Enrich product responsibilities and update product forms.
1. Make products more targeted: Starting from the market demand, through the subdivision research of customer group demand and the analysis of consumer demand changes, adopt the method of combining main insurance with different additional insurance, determine different insurance liabilities according to different needs, and innovate products. There are some companies in the market that distinguish between different insurance products of rental landlords and self-occupied customers. Taking this as an example, the characteristics and requirements of the two types of risks are different:
At the same time, there are some rural houses in the city, with relatively short intervals, badly pulled wires, lack of fire-fighting facilities and poor danger situation. How to design products that meet the demand can also be considered.
2. Expand thinking and change orientation. In the past, the old family property insurance was more oriented to the loss of family property. Some new family property insurance companies can cover mobile property, loss of expenses and virtual property, which is similar to the insurance of personal family expenses and losses, such as the safety of personal account funds, accidental injury insurance of electronic products, outdoor robbery, theft of electric bicycles, loss of game equipment transactions, and even airline cancellation or delay, hotel cancellation and other risks.
3. Drawing on the experience of foreign family property insurance, we can put family and personal responsibilities into insurance responsibilities, such as guardian responsibility and pet responsibility.
(3) Expand different sales channels and innovate channels.
The personal target of family property insurance is relatively small and very scattered, and the channels need high efficiency and wide coverage. Personally, the most suitable channel for sales should be the Internet. Of course, the popularization of terms, self-service insurance and simplification of claims need to be further deepened to ensure that products and services are suitable for Internet sales.
1. Online channel:
(1) Online sales: There are mainly the following ways:
A) Various official website, such as PICC official website Family Property Insurance Comprehensive Insurance (extended liability can be selected at will, and earthquake can be covered), Ping An official website and Pacific official website, also have a variety of family property insurance to choose from.
B) Internet sales organizations, such as China Insurance Network and Huize Insurance Network, are similar to online insurance supermarkets. These insurance intermediaries have developed quite rapidly, and many of them have also obtained financing, established professional talent teams, and systematically docked with insurance companies, which is very convenient for them to place orders directly after purchasing, and of course, there are also people who specially assist in claims settlement.
It is also very convenient to choose: there will be different keywords, and the special protection that customers pay attention to will be listed. You can choose the target product by filtering the protection amount, price range and insurance company brand.
C) WeChat Alipay platform sales: The traffic of WeChat and Alipay is very large. Now Tencent Holdings Insurance Platform Wei Bao WeSure cooperates with well-known domestic insurance companies to provide users with high-quality insurance services, so that users can purchase, inquire and claim insurance on WeChat and QQ. At the same time, some company business people develop special micro-stores to sell their products.
(2) Telemarketing. Some companies have special telemarketing departments, which cooperate with credit card centers (such as China Merchants Bank Credit Card Center) for sales, deduct money through credit cards, and express policies to customers after issuing bills. This method has a good effect in the early stage, but with more and more harassing calls, the sales effect is declining. Moreover, the cost of telemarketing is increasing day by day because of the salary of telemarketers and the rent of venues.
2. Offline channels:
(1) The banking channel is the second largest channel for property insurance business. Insurance companies have relatively few institutional stores, so we can consider using banks for sales. Its wide distribution of outlets and high credibility are closely related to the lives of ordinary people. For example, when a customer borrows money from a bank, the account manager sells the property insurance of his cooperative company by the way, which is also a major form of property insurance sales in previous years.
(2) Cross-selling: salesmen of property insurance companies and life insurance companies can do cross-selling. Many buyers of life insurance products hope to pass on personal risks and family property risks. As a supporting product, no extra cost is needed.
(3) Find some real estate agents or community management offices in batches for centralized sales. These are the areas where customers often deal with buying or renting houses, which has the advantage of scene sales.
There are more than 300 million families in China, which is a huge potential market. In the long run, insurance companies should increase investment in the property insurance market and develop more insurance products that are more suitable for modern families. In the context of the weak growth of traditional commercial insurance, there will definitely be returns, and the contribution of family property insurance will gradually increase.