See the "event" of peace

A few days ago, the Ping An account connection incident caused an uproar in the insurance circle, especially among insurance brokers. The cause of the incident is that Ping An's one-account APP has launched several insurance products in the same industry. Although the one-account app quickly removed related products, the waves have already started.

The waves gradually calmed down after the strong wind. Let's review the cause of the incident.

First of all, the event itself

165438+1October 2 1 day, the one-account APP quietly launched seven peer-to-peer products, involving six insurance companies including Tongfang Global, Anbang and PICC. After investigation, it was found that the related products on an account were implanted in Huize through the open platform "Qiyun Xinfu" under Huize.com in cooperation with Huize.com. Com is an insurance brokerage platform. Ping An sells products of other companies through cooperation with brokerage platforms, which means that Ping An is trying to be an insurance brokerage platform.

On the second day of launch, Ping An quickly removed related products, mainly due to the pressure from Ping An life insurance agents. At present, it is a "big war", and such behavior is easy to disturb the morale of the army. According to Ping An's internal announcement and relevant information, Ping An Life Insurance Company of China's management should also be unaware of it, or have not fully communicated with it. In short, Ping An underestimated the market reaction.

According to the regulations, insurance agents can't sell the products of other companies, but the company itself sells the products of other companies on the platform where agents try to open up customers. It's a bit like killing a donkey, and it's really not kind enough! This discussion also pointed the finger at Ping An, and even mocked Ping An's agent for being arrogant at ordinary times. In the end, the company he has always been proud of quietly launched the products of "small companies" that they usually disdain, or the platform that they worked hard to develop through agents.

However, it is only the brokerage circle that is lively. This time, Ping An's agent is still "deaf to things outside the window and bent on making a good start". Maybe he was deliberately "blocked" from this information, or he consciously chose to avoid it.

Second, the impact on the agent.

It can be said that insurance agents have made great contributions to the development of China's insurance industry. The status of China Ping An Life Insurance Company of China Insurance Company in today's Jianghu cannot be separated from millions of agents. The insurance agent system was first introduced by Anbang Insurance Company in 1990s. In the early stage of insurance development in China, many people even kept it a secret because of their weak insurance awareness. Agents spare no effort to convey ideas and publicize insurance. It can be said that agents have made great contributions to the development of the insurance industry.

However, with the popularization of insurance concept and the improvement of public awareness, insurance is gradually accepted by the public. When insurance becomes the risk management tool chosen by the public, the historical mission of the agent will come to an end. This incident may be the first signal of the end, or at least the signal of peaceful reform. Now is the Internet age. The Internet provides more than a simple channel, and its influence may be subversive. In the past, agents did more work of concept transfer. In the process of interaction, if customers accept the concept of insurance, they can easily buy insurance through agents. If people take the initiative to choose insurance, they will inevitably shop around and carefully compare and screen. Next, the Internet is good at it, and the e-commerce platform is a good example.

The agent sells insurance and divides the commission. Commission is the agent's main income and tireless motivation, but it invisibly increases the cost of insurance and eventually passes it on to customers, which is contrary to the value of the Internet. Internet flattening reduces intermediate links, reduces sales costs, provides more affordable products, and is convenient to operate, which is in line with customers' interests. If agents continue to stay in the low-end link and only sell products, the price may be very heavy, and it is inevitable that low-end sales will be replaced by artificial intelligence.

In fact, the Internet insurance platform has been in full swing. Zhongan Insurance, the largest Internet insurance company in China, was listed in Hong Kong before the National Day, with a market value of over 100 billion. It should be emphasized that China Ping An is one of the three major shareholders of Zhongan Insurance (the other two are Ali and Tencent). The three giants of the Internet, BAT, are also sharpening their knives in their respective positions. Alipay insurance is favored because of its affordable price. Wechat filled the last box of the wallet with "insurance service" and officially launched health insurance. I believe that everyone has realized the power of the Internet, and the layout stage may be tepid. Once mature, popularization may only be in jeopardy.

In fact, the top management of Ping An Group has long been conscious and has begun to lay out. Although the related products were quickly removed from the shelves, we still got a glimpse of the reform determination of Ping An Group, which may appear in different postures in a few days. The reform will touch the interests, especially the middle class of insurance sales. They are vested interests, and will certainly strive to maintain the status quo, but the pain of reform will be more intense. Reform cannot take into account everyone's interests.

Maybe it's an insurance golden decade now, but it's definitely not an insurance agent's golden decade. Many organizations predict that artificial intelligence will replace occupations, but agents often make the list!

Three. Insurance agents and insurance brokers

The most heated discussion about account-to-account events is the circle of insurance brokers, who even make a fool of themselves, but many Ping An agents are unaware of it. In fact, there is an opposition between domestic insurance brokers and insurance agents. This is a strange phenomenon. In Europe and America, agents and brokers can live in harmony. Why are there opposing emotions at home? In fact, it is also a matter of interest.

Although brokers can sell many companies' products, insurance companies do not open the sales authority of all products to brokers, especially the fist products of insurance companies, which are mostly kept in their own agent channels. The fist of insurance company is easy to be valued, but the broker can't reach it. At the same time, it is difficult for brokers to share a share (the main wealth management insurance product). Faced with this situation, brokers are prone to some imbalances, and even some brokers vilify the products of some companies. In fact, no product can be perfect, and it will have its advantages and disadvantages, because it is a common phenomenon in all industries to attack and defend in the competitive relationship.

At the same time, agents will deliberately belittle brokers, especially some big insurance companies, and ignore their peers, even less so. I found that peace is often the target of public criticism, which is related to the training of peace. Ping An's agents often show an arrogant attitude, look down on other insurance companies, and even have malicious slander.

If you don't look at each other, you will form a pair of enemies. If you show the cloven foot, the other party will catch it and attack it. But I think that both agents and brokers will be under the wheel of history. Agents do "concept transfer-selling products" and brokers do "comparative screening-selling products". Brokers have an extra price comparison link, which can sell many companies' products, but it is also a simple intermediate link in essence and faces the dilemma of being replaced. Simple product comparison is effortless for the internet and artificial intelligence, and it can be done better.

Fourth, some suggestions for the future.

The rapid development of Internet insurance is bound to be a trend. At present, many excellent insurance platforms have emerged. Internet can introduce competition, and consumers often benefit from competition, which is very popular among the public. Both insurance companies and brokerage companies emphasize trends. I think artificial intelligence is a trend, and artificial intelligence is to replace most mechanical work. Under the current model, agents and brokers who only sell simple products are hard to escape.

The agent came into being in a certain historical background and played an irreplaceable role. Although it is still active in the center of the stage, the curtain may fall at any time. The employee system will be an option for insurance companies, but there will be no good performance transformation, and insurance companies cannot accommodate everyone. If you have deep feelings for the company, don't consider vertical development. In addition to being familiar with products, you should also take the initiative to learn the knowledge of underwriting and claims settlement, and be familiar with the law of dispute settlement, so that you may take the initiative in the change.

In addition, you can choose to develop horizontally, learn from financial planners, grow into real financial consultants, actively understand market trends, and provide customers with all-round personalized financial services. Financial advisers don't simply sell products. In addition to insurance planning, it also includes cash planning, pension education, investment planning and asset inheritance. They are required to be familiar with finance, finance and law, and use professional financial knowledge to provide personalized financial planning services for customers at different stages and levels.

Of course, individuals also need to learn relevant financial management knowledge, otherwise they will pay the price. Only when people's awareness is improved and they take the initiative to plan can they enjoy the benefits of the Internet.