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社区保险业务模式

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第一代数字保险公司崛起于浏览器和搜索引擎公司。第二代得益于在诸如飞机聚合器、电子商务和健康应用软件等这样的第三方平台上进行交叉销售。现在,一种新的在线保险代理人模式已经出现在中国人普遍使用的通讯应用——微信上,不仅旨在获得用户,还要利用微信核心的社交功能来重新定义互助保险的概念。

虽然已经实施了多种形式的社区保险(或P2P)模式,但包括北京的水滴保和山东的众托帮在内的几个新进公司都展示了微信作为独立平台的力量。仔细研究一下这个模型,可以发现我们在此研究的三个核心阶段:

阶段1

中国的卫生系统存在一个有趣的悖论:公共医疗保险几乎达到全覆盖,但如果需要做手术,使用专利药物或医疗设备,又必须支付高额费用。

这个问题在中国小城市,特别是内陆城市尤为普遍,他们购买个人医疗保险的能力较低。正是在这种保护差距背景下,针对社区的保险科技已经通过微信产品应运而生,用户可以通过该产品为朋友筹集医疗费用。

这个概念源于广东的传统,即在国家法定假日或有需要的时候向朋友和家人赠送现金,在这种情况下,让微信上的众多朋友来为需要帮助的人提供援助则是极为有效的主张。事实上,此举是出于善心,每个人都可在微信朋友圈(相当于Facebook新闻提要)中发送相关内容。

最终,虽然这项功能是免费提供给微信用户的,但是这个过程将需要那些援友在中间平台上完成注册,这样,该模式便获取了用户。

阶段2:社区模式

社区保险模式的第二阶段反映了微信的一大创始概念——群体效应,它是指个人在群体中会表现得与平时完全不同。在这种情况下,为朋友支付医疗费用的用户可以获得与其朋友同样的疾病保险。

虽然对于那些不习惯购买保险的人来说,9元的保费是可以接受的,但这种纯粹的补偿产品包括了300,000元的保险限额,新购者经常忽略这一限制,最近的监管行动正在治理这个漏洞。

最终,虽然社区层面只为严重疾病提供纯粹的补偿,但它确实使那些以前不愿意支付个人保险的人更容易购买保险。事实上,80%的捐献来自微信的亲密朋友,提高这些平台的参与率,并创造了一个积极的反馈循环(随着更多用户接受这些功能,其他用户也可以接触到这个平台)。

阶段3:传统经纪费用增加。

最后,考虑到社区中的用户,遇到重大疾病或慢性病只有部分保险被覆盖,最后阶段是对客户群采用传统经纪人模式下的文本交流机器人,以达到增效的目的。

在此阶段,鼓励已选择加入9元补偿计划的用户将其升级到健康保险业务,并提供适合的保单和佣金率。

中国银行业、保险监管机构和经纪人交叉销售的合并预示着在严格的监管环境中能够让传统重大疾病保险增效。

虽然有几家创业公司都在开发这种模式,但最成功的是北京水滴保,它通过第一阶段(医疗捐赠功能)获得了1.1亿注册用户,其中3200万用户转向了第二阶段(社区再投资产品),600百万用户转向了第3阶段(传统经纪人模式)。这意味着从注册用户到保单持有人的转换率为5%,就在线人寿/健康保险的转换率来说,这是相当可观的。

这种模式的另一个特点是关注远离中国东部沿海繁荣地区的那些小城市。例如,水滴保40%的用户来自三线城市,53%的用户来自二线城市,而仅有7%的用户来自上海、北京和深圳等富裕一线城市。

微信为许多具有雄心的在线经纪人提供了新的准则。即便这种新的社区模式无法解决癌症等重大疾病造成的经济负担。

结论:

微信的推出不仅再定义了中国的生活,也改变了保险科技和保险公司的在线互动规则。虽然有几个以社区模式或P2P,众筹,相互模式尚未扩大规模,但近期进新进公司成功地解决中国医疗保健系统效率低下的问题。为取得最佳转换率,利用微信的独特功能,密切关注用户。微信作为一个独立的平台,功能强大,这种模式的挑战在于它能否将足够的客户转化为真正的保单持有者,从而使收益再生。

阅读最新的保险创新新闻报道的特点和我国在微信上访问我们的网页

 

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