Original title: The "open door" scenery is no longer in the insurance industry? Compared with the past, the insurance industry "opens the door" in 2022.
According to the practice, in advance of November, it is an important stage of the "opening of the door", "opening the door", but many dangerous companies have delayed the time of "opening the door" this year.
At present, only several Chinese people, Ping An Life, etc. have launched related products.
As an insurance company’s annual weight, "open door" has always been a key period of insurance companies to complete the annual premium goals, but with the supervision, "opening the door" in the past two years gradually cools, and the insurance company will change the traditional marketing model. Realize high quality development? Dizza "open the door" into the industry consensus insurance industry "open red", generally regularly sells the tradition of certain insurance products in the end of the year.
During this period, most insurance companies typically push annual insurance products with high yields to attract customers, such as annual insurance attaches Universal account, pay more than 3 years, 5 years, and more 10 years during the guarantee period. the following.
However, this year, many insurance companies have delayed the start time of "opening the door", and fade "opening the door" has become an industry consensus.
In this regard, the industry analyzed that "on the one hand, under the influence of new crown pneumonia epidemic, life insurance reform, agents decline, major insurance companies are still pressing, and some insurance companies are also sprinting the full-year target task, and can allocate Give the ‘open red’ business limited resource; on the other hand, the last year of the Silver Insurance Regulatory Commission released the "Notice on Strengthening the Stable Development of the Normal Management of Personal Insurance Company", emphasized the key nodes of the industry ‘opening red’, new policy implementation, etc. Company product development, sales and other acts for continuous monitoring, resolutely combat dangerous enterprises to develop insurance products, speculation products, and misleading publicity.
In the face of supervision of Jian, this year’s insurance company is more cautious in the start time of ‘opening red’. "From the 2022" opening "products launched by several insurance companies, they pay more attention to customer support. Demand.
Taking China Life Insurance as an example, the product provides an annuities for the 60-year-old customers and 75-year-old customer groups, providing a powerful guarantee for the customer’s retirement. That is to say, if you are 60 years old, under 75 years old, your health can be insured. Moreover, the annual collection method of the product is divided into two regular collar and lifelong collar, and the insured can choose one of the annuity of the contract as the contract.
It is not difficult to see that in the context of the industry, "opening the door", the dangerous enterprises have abandoned the top-sided pursuit of scale and performance, with high cost, in exchange for the development of short-term business development, regression risk protection.
Insurance enterprises pay more attention to starting from consumer demand, highlighting the risk guarantee function of insurance products, continuously optimizing product supply, meeting consumer real needs. Chen Bing, director of China Insurance and Risk Management Research Center, China Insurance and Risk Management, said in an interview with Economic Daily, said that insurance companies relax the insurance period, and launch annuity insurance for the elderly, and encourage individuals to buy commercial pension insurance, give elderly People choose space, which is not only to help develop third pillar endowments in the context of the aging acceleration of population aging, but also in accordance with international practice and the inherent logic of commercial insurance. Meeting the pension insurance demand into the insurance company, how do you design a product that does not even bring performance growth to the company while desalping the "open door"? It is understood that many insurance companies have met the pension security requirements as an entry point, and steady to provide different groups of differentiated pension security services.
Ping An Life Insurance Recently launched "Yu Enjoy Fortune Annuity Insurance" also puts the age to 75 years old, the payment period is available for 3 years or 5 years, and the guarantee period is 8 years.
Ping An Life Inn, as a new generation of new year-of-year insurance product plans to interact with "wealth + pension + inheritance", the launch of the wealth, is a safe life, the insurance surname guarantee, and the customer needs, enhances product supply capacity , Important measures to build a multi-level product system. Wang Xiangnan, deputy director of the Insurance and Economic Development Research Center of the Chinese Academy of Social Sciences, told reporters that strengthening the product’s old-age requirement to relax the age requirements of the insured person, attract more insurance people who do financial planning for life cycle, can say that aggressive dealing with aging There is a positive impact on the insurance industry "open the door". However, the long life of the elderly is relatively small, and the accumulation of various diseases and the accumulation of nursing needs is relatively small. The long-term trend is not easy to predict, so the dangerous enterprises develop such products, but also build robust pricing and nuclear Intentional. "In addition, the old-age security products have the characteristics of long-term, large amounts of money, rich in product design, marketing and follow-up management, more tests, especially the financial insurance knowledge of the old population. The whole skill is weaker, which requires insurance companies to explain to consumers, help consumers, and provide products that are truly suitable for their needs, to be customer-centered, put the policy to a customer perspective. "Wang Xiangnan said. For the study of the "opening of the opening" sales environment next year, Zhan Zhong, Vice President of China Life, believes that the fluctuations of the economy and the epidemic will affect the extent of customer demand release, and the influence of the epidemic prevention and control is also large. The size of manpower declines, regulators, the company’s own requirements for high quality development, will also bring certain challenges. It is reported that the previous supervision emphasizes that the personal insurance company should scientifically formulate development strategies, reasonable planning all-year development tasks, balance business development rhythm, effective prevention and management risk, and promote the stable and healthy and high quality development of the personal insurance market.
From the context of human tactics to throops in the reform of the life insurance industry, the size reduction of agents is a general trend, but the dangerous enterprises will transfer some expectations to the "open red" performance from the past extensive person tactics.
The stress of the premium growth, the incentive effect of "opening the door" is more important. The BOCA data shows that the inventory of the original insurance industry is 36.514 billion yuan in the first three quarters of this year, a decrease in fell by 1 year-on-year;
Among them, the personal insurance premium income is 27.73.3 billion yuan, a decline in a year-on-year.
It is worth noting that the premium income in the first three quarters of this year has the only one-year-old decline in the same period in the past five years. The increase in payment is the highest speed in the same period in the past five years. It can be seen that the pressure of the insurance industry in the underwriting end.
However, China Merchants Securities pointed out in the "Insurance Industry 2022 Opening": Overall, this year’s annual insurance and lifelong life insurance and other savings sales will be better than last year, and the financial assets of the financial assets in the financial assets of wealth management. It is expected to deliver funds. In interviews, the demand for life insurance did not decrease, but consumers’ preferences and consumption behaviors have changed. In the past, many people buy insurance are "human guarantee", and the current consumer is more reasonable, pay more attention to demand matching And the professional level of the sales staff. In this regard, Chen Bing is admitting to the reporter, although the insurance company needs "opening the door" to boost performance, but should not overrun "opening the door", but to do the sales balance development, on demand, do not emphasize sales schedule; With the interests of customer interests, improve the overall quality of the agent. As consumers have become more and more expensive for insurance salesperson, future agent teams must help customers first conduct personal health risk assessments, and then propose reasonable guarantee It is recommended to truly do risk management for customers. At the same time, the past insurance agents will transfer to a specialized investment and financial team, only in this way can become one of the core competitiveness of insurance companies.
According to Huang Hongying, Chief Marketing Officer and Ping An Life, Chief Marketing Officer, Ping An Life, Ping An Launches AI and Short Video Production Tools to help agents "automation" self-made insurance knowledge, wealth management, healthy life, etc. High quality short video, follow Current short video marketing trend. In terms of claims, peace launched "smart prepaid", speed "flashing", improve claims experience, shorten the claim time, thus enhancing the customer’s recognition rate for the agent.
In addition, Peace is also fully supported by customer portraits, intelligent recommendations, intelligent access, etc., and fully supports differentiated service requirements for each agent accurately positioning customers. It can be expected that with the more reasonable planning of the annual development task, the product can better meet the market demand, the agent team is more integrated into transformation, and the value of new business value in the future will be an important indicator of high quality development in the insurance industry.
(Editor: Luo Zhizhi, Chen Ke) Sharing let more people see the recommended reading.