Is it so beautiful to turn millions of fans into 100 million yuan premium insurance live broadcast goods?
Our reporter Leng Cuihua
What kind of results will be catalyzed when the live broadcast boom meets the new coronary pneumonia epidemic? Recently, all walks of life seem to be launching a live-broadcasting marketing model, and the wave of live-broadcasting "broadbanding" of public funds and insurance companies in the financial industry has gradually emerged. On May 27, China’s Ping An Day, Ping An Group’s chief insurance business executive, Lu Min, broadcasted live for an hour. It was estimated that the customers brought in could convert their premiums to 160 million yuan in the next three months.
Does the live streaming of the insurance industry look so beautiful? "Securities Daily" reporter learned in an interview that although "live broadcast" has become the current hot word, the live broadcast of insurance industry may not be as beautiful as imagined.
Many insurance companies try to live broadcast
Since the beginning of this year, under the influence of the New Coronary Pneumonia epidemic, services in the insurance industry have accelerated online. More and more insurance companies, insurance intermediaries and individuals have begun to promote insurance sales through live broadcasts and short videos.
May 27 is the anniversary of Ping An of China. Lu Min, the chief insurance business executive of Ping An Group, walked into the live broadcast room of the Ping An Gold Butler App platform and joined the insurance marketer for a one-hour live broadcast. The cumulative number of viewers reached 1.029 million, and the number of viewers reached 2.011 million, it is estimated that customers brought through live broadcasting can convert premiums to 160 million yuan in the next 3 months.
On May 18, Li Jianwei, the chief actuary of China Insurance, also walked into the live broadcast room for the first time to participate in the live broadcast. The number of online viewers exceeded 910,000, and the estimated sales premium is expected to exceed 400 million yuan.
Prior to this, there have been many live broadcasts of the insurance industry. Some live broadcasts focused on increasing the number of insurance marketers, some focused on corporate recruitment, and some even jumped out of the insurance industry itself and conducted knowledge popularization live broadcasts from a big financial perspective. On the Douyin platform, a reporter from the Securities Daily found that there were 78,000 videos related to the insurance industry, which received a total of 2.25 billion plays. After searching, the reporter found that the topics of the top-ranked insurance industry videos are mostly "How to buy insurance for the elderly", "Buy insurance for children, be sure to remember" "Insurance to avoid pits", "The most pit insurance in history", the content is mainly concentrated in How to buy insurance for special groups, how to buy insurance correctly, etc. The reporter also found that many insurance companies and insurance intermediaries have opened official accounts on Douyin. Among them, Zhongan Insurance has more than 1.2 million fans of Douyin; official Douyin fans of Duobaoyu Insurance Brokerage Company It has exceeded 3.84 million.
In an interview with the Securities Daily, Wang Xiangnan, deputy director of the Insurance and Economic Development Research Center of the Chinese Academy of Social Sciences, said that insurance can meet the needs of risk protection in social life and production, there are many types of products and services, and there is a "temperature sense", but the popularity of the public Degree is not enough. Live broadcasting is a way of communication between people, which helps to promote and display insurance products and services, stimulate potential demand, and should be encouraged. However, insurance is a relatively complex financial product and should be regulated during the live broadcast.
"Securities Daily" reporter was informed that the sales data generated by live insurance coverage is not real-time transaction data, but the value estimated by combining factors such as the number of people watching the live broadcast. "It is difficult to complete insurance sales by live broadcast alone, and ultimately it is necessary to combine online and offline." Wu Jun, CEO of Shenzhen Reliable Technology Development Co., Ltd., said in an interview with a "Securities Daily" reporter.
AIA also pointed out in its first quarter report this year that the company has achieved double-digit growth in new recruits through online recruitment and training, but the value of AIA’s new business has fallen sharply. Although insurance sales can be completed technically from a distance, in the new business sales process, "at least one interview is still important." AIA introduced that insurance products sold online at long distances have lower average premiums and types limited.
Rationally view the phenomenon of live insurance delivery
As a new type of marketing and promotion method, live broadcast is not only liked by consumers, but also recognized by industry insiders. However, for the effect of live insurance coverage, industry insiders emphasized in their analysis that to view the live insurance coverage phenomenon from multiple perspectives, they must first be legally compliant.
In an interview, Wang Xiangnan said that live broadcasting is an extension of online text, pictures, audio, video and other display methods. The method of live broadcasting with goods does not exceed the scope of "Internet insurance business" and must meet relevant regulatory requirements. In addition, we should pay attention to the following aspects: First, the qualification requirements, the individual anchor should have the sales qualification of corresponding insurance products. If it is organized by an insurance institution, the insurance institution should meet the requirements of registered capital, full-time personnel, centralized business platform, and processing procedures. The second is to meet the requirements of insurance consumers for data and privacy protection. Third, the after-sales service provided by insurance companies cannot be lower than other sales channels. Fourth, no misrepresentation or misleading description, one-sided or exaggerated promotion of insurance products, no promises of gains or losses in violation of regulations.
In fact, with the rise of insurance short videos and live broadcasts, some chaos has been exposed and has attracted the attention of regulators. On June 1, the Hebei Banking and Insurance Regulatory Bureau released news that the bureau required various insurance companies and professional insurance intermediaries to perform their main responsibilities and establish A sound self-media insurance marketing promotion management system, perfect information monitoring and disposal mechanism, strengthen compliance education for practitioners, and carry out comprehensive investigations in these areas. At the same time, in response to outstanding problems such as improper publicity and sales misleading in the current short video and live marketing platform insurance marketing promotion, special rectification was carried out to increase the review of short video and live account and related information releases of insurance branches and practitioners , Resolutely clean up unauthorized account opening and content postings, and strictly hold responsible agencies and personnel accountable.
"If you do live streaming, you must ensure a continuous, high-quality, and regulatory-compliant content supply, otherwise it will be difficult to accumulate traffic and fans. To achieve these three points, the threshold is actually very high. If you want to attract fans, exaggerate in the promotion, even Discrediting competitors is illegal and illegal." Wu Jun said that from these perspectives, the live insurance delivery model of the insurance industry is not suitable for most insurance marketers to use personally. It needs to rely on the company's strength or teamwork to promote, not only have a professional The operational capability of the company also requires a professional product chain supply system.
Regarding the "carrying goods" effect formed by live insurance, some insiders analyzed and pointed out that although this is a new type of marketing and publicity, insurance, as a financial product, has many restrictions on its sales. Don’t imagine live broadcasting bringing goods Too beautiful. Although there are some successful cases of bringing goods in the current market, the reproducibility of this success is not strong. "Traditional live broadcasting mainly uses price reduction as the core promotional method, but the insurance industry does not. The insurance product terms are complex, and it is not easy to make it clear in the live broadcast." A head brokerage non-bank analyst told a reporter in Securities Daily This will make the effect of live insurance delivery less obvious.
In the eyes of more people in the industry, live broadcast is only a part of the digital operation of insurance companies. Although the current live broadcast is flourishing, while actively embracing the new channel, it should also rationally view its effect. Standing at the height of digital operation, live broadcast is included in the digital system, and it is considered on the basis of legal compliance, so that new technologies and new channels can better help the development of insurance business. (Securities Daily)