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熊猫保险科技创始人王刚:科技赋能下,车险创新服务产业将迎来爆发

杨雅茹
2021/01/27 10:51
交通运输 大咖观点
资讯详情

【编者按】近期,亿欧智库正在撰写《2021中国车险科技创新服务研究》报告,此篇文章为其系列研究配套文章,欢迎行业人士交流探讨。

处于车险综改变革期,车险市场的变化有目共睹。一面是保险公司大刀阔斧改革,以定价策略进行博弈;一面是科技互联网公司加速以技术手段赋能车险市场,行业呈现出了前所未有的热闹。

站在岁末年初的十字路口,车险改革阵痛随之显现。受制于市场环境变化,车险市场内各参与主体包括保险公司、中介公司深受影响。近期,亿欧汽车对熊猫保险科技创始人兼CEO王刚进行了访谈,围绕车险市场发展环境、市场机遇以及未来市场预测,他发表了自己的见解。

按照王刚的说法,车险市场在2020年Q4就已经到了“刺刀见红”的局面。

“车险市场在这段时间尤其是双十一前后及双十二,保险折扣从0.65至1.35的系数均已出现,部分区域预计赔付成本已经高达90%以上,这意味着半年以后市场会出现部分保险公司理赔金额高于保费情况。” 2021年至,在经过了费改100天的混战之后,各家保险公司陆续调整了业务政策,保险折扣系数已经收窄至0.75-1上下,逐步趋于理性。

同时,其还预测:2020年Q4车险市场保费负增长将超过30%,赔付率会超过90%,2020年整体市场将会出现一定程度的负增长。

01市场阵痛期

当前,因自主系数不一、各家报价策略不同,市场上出现了一车一价、一人一价、一日一价的混乱状况。这不仅给消费者带来选择的困扰,也使保险公司、中介公司、代理人工作量大大增加,整体市场陷入一片混乱。

承压之下,王刚认为,整体市场的冲击还将持续至2021年第二季度。其中,中介机构及中小公司受到的影响最大。对于中介公司而言,由于手续费和保费下降,中介机构获客成本与经营成本随之变高,利润却被压缩;另外一面,随着定价策略调整,员工工作量进一步加大。这将最终导致其生存压力变大,促使部分公司重新审视车险及非车险业务占比,并结合自身优势调整业务结构、业务策略应对市场变化。

简而言之,以往靠简单粗暴拼定价政策及模式的方式难以行通,这将倒逼保险中介们不得不下沉客户场景,利用科技和数据提升服务能力。

对于中小保险公司而言,由于整体保费下降,中小公司理赔占比快速增高,费改初期市场投放费用将高于大型保险公司,这使得客户自然流向大公司,进一步加剧中小保险公司的现金流紧张,其生存环境进一步恶化。

基于此,王刚认为,中介机构拥有获客及服务客户场景,能够基于场景优势快速抢占一席之地。如汽车经销商、新车及二手车电商平台、企业修理厂及洗美店场景的企业有望成为中介类型企业突破困局的重要形式;而有直接代理人团队、职团直接客户中介机构、精细化管理、善用科技及数据的中介公司也将脱颖而出;拥有独立且专业的电销团队也将在此环境下发挥重要作用。

另外,处于综改变革期,保险公司一方同样存在破局之道。其判断:基于数据、服务及管理提升等能力也至关重要。

02技术赋能车险

重重挑战下,一条关于科技探索的道路正在加速形成。

在人工智能、云计算、大数据、区块链等技术渗透下,车险服务体系中各个环节的效率及服务体验改善取得了一定成效。

王刚认为车险科技对于车险的赋能,主要在于销售渠道、产品定价及运营模式的变革:

在前端销售渠道方面:线上化正在加速对前端渠道的渗透,除此之外,科技应用将使得类似跨渠道动态营销这样的新式销售与营销渠道涌现;

在产品定价能力方面:科技手段将继续变革车险产品定价方式,改变保险公司在产品表现方面的同质化问题,保险公司风险识别能力也将逐渐增强;

在运营模式方面:科技手段可以简化保险公司报损理赔流程、提高运营效率、降低运营成本。

若按照商业模式划分,技术服务公司主要拥有三类商业模式,分别是技术服务提供商,向险企提供技术服务获取技术服务费;渠道商,通过自身的技术平台整合线上线下销售渠道,成为保险公司新兴销售渠道,赚取费用利差;代运营,通过技术手段提高运营效率承接保险公司的运营活动(查勘、定损),成为保险公司的运营服务商。

当被问及第三方服务公司如何以差异化赋能保险公司时,王刚认为,目前大部分科技公司最大的优势是技术实力,但如何站在保险公司角度思考以科技赋能车险,应该引发科技公司思考。

与此同时,从销售角度而言,自身销售手段和销售渠道如何为保险公司更有效的获客营销,如何和保险公司的产品有效结合,也是科技公司发挥自身价值的重要落脚点。而从系统服务层面来讲,是否能通过技术手段和自身运营团队来优化保险公司运营流程,提高运营效率也是目前一些科技公司发展的重要方向。

03电销形式有望脱颖而出

“从目前来看,这是一个适应市场前期阶段的必然阶段。”在谈及市场发展时,王刚说道。

但随着市场间博弈不断展开,市场得到相应调整,整体市场将再次进入平衡发展阶段。届时,部分中小公司、中介公司将会逐步退出市场。

除了通过下沉场景,运用科技手段提升运营效率外,王刚认为,对于保险公司而言,电销渠道也是未来车险公司业务经营的重要手段。

在王刚看来,区别于其他渠道和场景,电销团队只要有精准的细分数据和专业的电销坐席和强大的电销系统就可以有效的触达和转换客户。

但目前电销场景依然拥有几大挑战亟待解决:一是运营成本居高不下;二是客户忠诚度不高;三是客户对电销认可度不高;四是电销获取客户方式有限;五是电销客户选择缺乏数据依据,导致坐席转化率极低。

所以,要想解决以上问题,必须依靠科技手段降低企业运营成本,做到精准筛选客户,并叠加车主服务增加客户转化率、提升客户满意度。此外,电销团队和网销系统联动,也将使得获客及商机转换一体化。

在电话销售场景下,王刚认为,未来保险公司的发展机会将大于保险中介。大型保险公司可通过此前积累的资源优势加速业务布局与完善,从目前保险公司2021年的布局来看,不仅加大了电销的业务结构占比,而且还要求机构组建一定规模的电销团队,帮助有客户但是没有电销渠道的合作伙伴增加续保率进而巩固市场。而中小保险公司可通过优秀外包电销团队,积极拥抱客户。

至于传统保险中介公司,可积极尝试电销业务及组建团队,提升客户续保率,从而实现较高的人均产能。但中介公司应该不断加强团队建设,完善系统服务,以数据思维提升客户精准率,最终提升运营能力并控制成本,加速转型。

在谈及未来市场整体发展规模时,王刚认为,2021年整体市场规模将在7000-8000亿元,负增长在10%左右,财产险占比下降至55-60%之间。

在此份研究报告中,亿欧智库希望通过对车险科技产业系统性梳理为行业人士提供更多可参考内容,亿欧智库还将选取优秀企业代表进行具体案例分析,深入剖析其技术服务能力,以更加清晰展现车险科技创新服务。

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链接:https://shimo.im/forms/P8YJYWPPc9JJ98v8/fill 

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本文来源于亿欧,原创文章,作者:杨雅茹。

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