Let's talk about Internet insurance.

Different from the previous live broadcast recruitment of insurance agents and live broadcast of popular science insurance dry goods, Shen Peng, the founder of Shuidi Insurance Mall, Lu Min, the chief insurance officer of Ping An Group, and Li Jianwei, the chief actuary of Huaxia Insurance, have recently transformed their anchors, giving the live broadcast Internet marketing model a new identity.

Different from fast-moving products such as lipstick, food and personal care recommended by Brother Lipstick and Sister Taobao, the value of insurance, as an intangible product, lies in the insurer's promise to the future contained in the policy, and whether the promise is fulfilled is uncertain, so its development, design, filing and sales are under strict supervision to protect the legitimate interests of insurance consumers.

Therefore, for the emerging mode of live broadcast insurance, we must first clarify its legal compliance, and then maximize commercial efficiency.

1. Is the live broadcast insurance compliant?

The Interim Measures for the Supervision of Internet Insurance Business clearly stipulates that these Measures shall apply to the management of insurance products sold by insurance institutions through instant messaging tools, application software and social platforms. Therefore, the live broadcast insurance should also meet the relevant regulatory requirements, and the sales qualification, sales scope, sales personnel and sales texts should all meet the relevant regulations of the China Insurance Regulatory Commission.

From the background of live broadcast, e-commerce live broadcast platform, social live broadcast platform, pan-entertainment live broadcast platform and so on. Not qualified for sales-insurance institutions can only use live broadcast platform as a channel to show their company image, introduce insurance products, introduce insurance services, popularize insurance knowledge and publicize insurance concepts, and provide traffic portals for concluding insurance contracts and providing insurance services through self-operated network platforms and third-party network platforms, and must not cross the border.

From the front desk of live broadcast, the anchor should be qualified for exhibition industry, "hold a certificate", and ensure the compliance and accuracy of product introduction during live broadcast-insurance institutions should bear the main responsibility for the management of live broadcast marketing behavior, and the management requirements for live broadcast marketing behavior should not be lower than the relevant provisions of insurance marketing in other Internet channels.

In order to solve the problems of misleading insurance sales and spreading false information that may occur in live broadcast, the Banking Regulatory Commission of Hebei Province also issued the "Organizing Comprehensive Investigation and Special Governance Media Insurance Marketing Publicity" on June 1, requiring all insurance companies and professional insurance intermediaries to conduct comprehensive investigation according to regulatory requirements. This also encourages the insurance industry to do self-discipline work as soon as possible.

2. Is it effective to sell insurance live?

Selling insurance by live broadcast integrates insurance product trading with interactive live broadcast, which is a brand-new mode to realize insurance sales through live broadcast. Its massive users, online scenes and immersive experience all give insurance marketing high efficiency.

First of all, a huge number of users is the premise of realizing live marketing. The 45th Statistical Report on China's Internet Development released by China Internet Network Information Center shows that as of March 2020, the number of live webcast users in China has reached 560 million, among which the number of e-commerce users who rose in 20 19 and achieved rapid development has reached 265 million.

Secondly, the new consumption scene is the support of live marketing. The live broadcast relies on the "star" anchor with insurance executives as the main force, the "expert" anchor represented by actuaries, and the "strength" anchor with media big V as the big stream. By reconstructing the relationship between people, goods and fields, on the one hand, it creates an online scene for insurance product sales, on the other hand, it also provides an opportunity for fragmented insurance customization integrated into the online scene.

Finally, the immersive consumer experience is the pillar of live marketing. Research shows that immersive experience will significantly affect the shopping experience of online shoppers. Mobile live broadcast brings viewers a sense of presence and virtual experience, while real-time interaction brings viewers a sense of autonomy and interactive experience, which enhances the consumer experience and user stickiness and promotes the rapid development of live broadcast marketing.

3. How to sell insurance live?

When insurance institutions actively try to sell live insurance, they still need to grasp the essence through the phenomenon in order to carry out their work efficiently.

Live broadcast is a tool, and e-commerce is the foundation. Live broadcast is one of the ways of e-commerce iterative innovation, and live broadcast selling insurance is also one of the paths of insurance e-commerce in the final analysis. E-commerce channel showed tenacious vitality during the COVID-19 epidemic, and will also become a powerful starting point for insurance business after the epidemic. The 2020 government work report also pointed out that new formats such as e-commerce, online shopping and online services have played an important role in fighting the epidemic. We should continue to introduce supporting policies, comprehensively promote the "internet plus" and create new advantages in the digital economy. The insurance industry should speed up the process of e-commerce and actively adopt innovative tools such as live broadcast.

Live broadcast is the form and the product is the core. Although the form of sales has become a live broadcast, consumers' demand for insurance products will not change easily. On the one hand, insurance institutions should strengthen the management of live broadcast insurance products and must not violate social morality, basic insurance principles and relevant regulatory provisions; On the other hand, insurance institutions should, as always, strictly manage sales, underwriting, claims settlement, surrender, complaint handling and other business links. , and provide customer service not inferior to other sales channels for insurance products sold on the spot.

Live broadcast means selling goods and taking them to the long line. Selling goods is committed to selling insurance products in the short term, while bringing goods aims to play the long-term leading role of anchors in insurance products. Therefore, insurance institutions should not only "talk about heroes by premium" in a single live broadcast, but also constantly optimize the whole process of scene focus, product display, consultation and reply, anchor shopping guide and sales realization, give full play to the emotional, value and quality utility in live broadcast, and create a closed-loop marketing of "drainage → activation → retention → realization → fission".

Live broadcast is accelerating to become a new commercial infrastructure, and it will also usher in the strengthening of its own infrastructure construction. In addition, it is worth looking forward to. Recently, the China Business Federation issued a notice requesting the Media Shopping Professional Committee under the Federation to take the lead in drafting and formulating two standards, namely, Basic Standards for Online Shopping Operation Service and Evaluation Guide for Online Shopping Integrity Service System. With the empowerment of technology and the overweight of supervision, live broadcast will open a new and broad world for the insurance industry.