Leveraging the "Great Earthquake" insurance industry to actively explore cultural marketing

at a time of popularity, all aspects related to the Tangshan earthquake were put under the microscope.

this & ldquo;23 second, 32 years & rdquo; story has touched the hearts of many people with true and passionate emotions. Like many popular phenomena, "Tangshan earthquake" is not only popular, but also faces criticism, and the most concerned one is whether advertisements should be implanted in such films.

in fact, it is not uncommon to rely on movies for implantable entertainment marketing both at home and abroad. The most famous overseas films are Ford Motor and Aston Martin. Recently, Mazda MX-5 and Lipton Black Tea have implanted "du Lala's Promotion" in China. Of course, Jiannanchun and China Life Insurance have implanted "Tangshan earthquake" most frequently.

according to rough statistics, it is not difficult to find that most manufacturers who carry out implantable entertainment marketing are automobile, fast consumer goods, tourism and so on, while financial enterprises such as banks, insurance and securities are rare in China. Industry analysts pointed out that on the one hand, this is because the financial enterprise-ldquo; pursues steady-rdquo;, relatively conservative industry characteristics, on the other hand, it also has the reason that its degree of marketization lags behind. China Life implanted "Tangshan earthquake" to try entertainment marketing at least from one aspect: insurance companies' understanding of marketing is changing.

strong > Life Insurance: the traditional sales model is blocked / strong >

in fact, not only the insurance companies' understanding and cognition of the marketing mode, but also the development model of the whole insurance industry is undergoing profound changes. The CIRC has been focusing on structural adjustment in recent years.

the senior management of an insurance company said frankly that when they increased the number of employees in an insurance channel organization, they found it relatively easy to develop marketing personnel in the central and western regions, but since 2010, life insurance marketing manpower has declined in Shanghai, Qingdao, Ningbo, Xiamen and other relatively developed coastal areas. This puts forward a new challenge to the existing marketing mode of the insurance industry.

the life insurance industry's traditional extensive marketing model, which relies on increasing the number of salespeople to promote sales, has begun to encounter obstacles.

The transformation of

& ldquo; from lsquo; promotion & rsquo; to lsquo; marketing & rsquo;, which emphasizes the selling point of manufacturers' products, is an important inspiration to the insurance industry brought by the development history of many industries. This point has been verified in Europe and the United States and other countries with relatively developed insurance industry. & the person in charge of the financial business of a foreign consulting company in rdquo; said in an interview with reporters. At the same time, he pointed out that under the current market background that great changes have taken place in the competitive environment, media patterns and people's way of life, in the past, individual insurance sales rely on increasing staff, silver generation channels rely on relations, group insurance sales compete for price, and corporate profits rely on the extensive growth of investment. turn to a connotative growth model that mainly relies on brand-driven sales and reduces individual customer acquisition costs. It has become the directional choice for the insurance industry to achieve sustainable development.

China Life is not the only one who realizes this changing trend of the insurance industry. At present, Guoshou, Ping an and Xinhua, which are among the top three in the life insurance market, have all begun to try the new marketing means of ldquo; & rdquo;. From the marketing practice of these three representative insurance companies, it is not difficult to see that although their marketing practice is not the same, but the intention to seek breakthroughs and innovation is very obvious.

strong > China Life Insurance: entertainment marketing shows affection / strong >

according to Guoshou employees, the company cooperated with the release of "Tangshan earthquake" to organize a series of promotional activities, such as organizing employees to watch movies collectively and carrying out ground promotion measures such as customer viewing meetings. While expanding the influence of the brand, it also integrates this influence directly into the specific sales work.

for a long time, there has been the saying that ldquo; Guoshou's brand, Ping an's talent, Xinhua's product & rdquo;. China Life is a brand that many people know when they come into contact with the concept of ldquo; Insurance & rdquo;. Coupled with its long-term occupation of the leading position in the life insurance industry, the brand influence is different.

Guoshou brand has great influence, on the one hand, it has its ldquo; background-rdquo; factor, on the other hand, it also has something to do with its efforts in recent years. Among the many measures taken by China Life to build corporate brand awareness in recent years, industry insiders believe that inviting Yao Ming to endorse it in 2007 is undoubtedly a blockbuster. In September of that year, Yao Ming, who had just spent his honeymoon in Europe, returned to Beijing to sign a contract with China Life, becoming the first global image spokesman for China Life. At the same time, China Life also announced that it had signed a contract with famous director Feng Xiaogang to tailor image ads for Yao Ming. After that, we also saw Yao Ming in all kinds of media & the posture of China Life & rdquo; if ldquo; wanted to vote. It should be said that China Life's wealthy & ldquo; star spokesman & rdquo; strategy has played a positive role in promoting China Life's transformation from & ldquo; industry brand to social brand & rdquo;, from & ldquo; domestic brand to international brand & rdquo;,.

China Life implanted "Tangshan earthquake" in the way of entertainment marketing, which has something to do with its cooperative relationship with Feng Xiaogang in recent years. After the cooperation in 2007, in 2009, China Life expressed its support for "if you are the one" directed by Feng Xiaogang in the form of patch advertisements. This time, the cooperation on "Tangshan earthquake" went a step further: in addition to playing public service advertisements reflecting the theme of caring for earthquake orphans before the film was shown, and implanting scenes in the film, China Life also harvested two posters specially produced by Huayi Brothers to promote its brand. And the most straightforward and controversial advertisement style plot implantation has made a big story for China Life & ldquo. Word of mouth spread & rdquo;.

Industry analysts pointed out that although there is some controversy in the form of expression, the disaster theme film implanted to show affection and ldquo; to promote the main theme & rdquo; is a wise move in line with the brand demand and business development for China Life, which is engaged in life insurance business. & ldquo; guarantee is the most basic function of insurance, and its essence is & lsquo; prevention & rsquo;. In the current situation that insurance awareness is generally not strong enough, it is very persuasive to emphasize the communication between family and target groups, which is in line with the basic law that brand promotion is to occupy the mental resources of consumers-lsquo; & rsquo;. & rdquo; this person said. # p# subtitle # e# strong > Xinhua Insurance: public Marketing Promotion & ldquo; filial piety Culture & rdquo; / strong >

compared with national life entertainment marketing, public welfare activities, star endorsements and other comprehensive attacks, Xinhua Insurance seems to pay more attention to cultural marketing and public welfare marketing. The recent selection of ldquo; Xinhua Insurance Cup & rdquo; Shaanxi & ldquo; Top Ten filial sons & rdquo; is a case in point.

choose to undertake the theme & ldquo; warm, Happy & rdquo; & ldquo; Ten filial sons & rdquo; selection activities to convey & ldquo; filial piety is also very beautiful, make people happy & the concept of rdquo; matches the self-image of life insurance companies. In the early stage of the program, activities such as the recommendation and selection of filial sons will be carried out in Shaanxi Province, and then the touching deeds will be displayed and broadcast, and finally the award ceremony will be held.

& the reason why ldquo; Xinhua participated in the selection of the top ten filial sons is inseparable from our further understanding of public welfare and CSR (Corporate Social responsibility). & rdquo; Xinhua Insurance Brand Management official said: & ldquo; We believe that in addition to charitable donations and other public welfare actions, CSR should also include participation in the overall construction of the community where the enterprise is located, paying attention to the impact of business behavior on the environment, and so on. Participating in the construction of filial piety culture, inheriting and carrying forward the various traditional virtues of the Chinese nation will become a new starting point and focus of Xinhua CSR. & rdquo;

although in terms of the form of activities, the selection of the top ten filial sons of ldquo; & rdquo; is not new, it is right to the reality of the increasingly blurred and marginalized traditional values of ldquo; & rdquo;, which is of value and significance to guide people's new understanding of & ldquo; filial piety & rdquo;.

from the marketing point of view, & ldquo; cultural marketing & rdquo; is a very broad concept, and the key to success is to find the right combination with enterprise brand spirit and brand value. & the selection of the top ten filial sons of ldquo; & rdquo; is in line with the starting point of cultural marketing & the characteristics of ldquo; accurate, small, deep, new & rdquo;.

strong > Ping an Taikang: seek breakthroughs in e-commerce / strong >

compared with Guoshou and Xinhua's attention to entertainment marketing and cultural marketing, Ping an, as one of the top three in life insurance, sees more changes in its market environment.

with the increasing influence of Internet, 3G and other technical means on people's lives, great changes have taken place in the media environment and consumer catalyst habits faced by life insurance companies. According to the 26th Statistical report on the Development of China's Internet released by the Internet Society of China in July 2010, as of June 2010, China's Internet users had exceeded 400 million, and the Internet penetration rate had risen to 31.8 percent. The number of mobile Internet users reached 277 million. In the case that the post-80s and post-90s are increasingly becoming the main force of consumption, the Internet, 3G wireless Internet and other new media have increasingly become another focus for life insurance and even insurance companies to carry out marketing activities.

according to the information of CIRC, the current insurance e-commerce has entered a period of rapid development. By the end of 2009, 32 insurance companies have carried out online sales and 36 insurance companies have carried out telemarketing business. In 2009, China's insurance industry realized online premium income of 7.77 billion yuan, including property insurance premium income of 5.17 billion yuan and life insurance premium income of 2.6 billion yuan. Insurance e-commerce is increasingly becoming an important marketing channel and a new business growth point.

Compared with the traditional channels such as individual insurance, bank insurance and group insurance, online selling insurance products has many advantages, such as low channel cost, convenient cash flow management and so on. In the face of the surging Internet tide, many insurance giants have accelerated the pace of layout, Ping an is the latest one: on June 8, Ping an announced the official launch of Taobao flagship store. So far, there have been Ping an, Taikang, Sunshine, Huatai four insurance companies holding hands on Taobao. It is understood that Ping an Insurance Taobao store currently the first phase of online products are mainly traffic accident insurance, domestic travel insurance, overseas travel insurance (comprehensive). In terms of traffic accident insurance, a model covering aircraft, trains, cars, ships and other means of transport is priced at 20 yuan, with an insurance amount of up to 1 million. Industry analysts pointed out that at present, the products sold online by major insurance companies generally have the characteristics of low prices and easy to understand terms, which is more suitable for online sales model.

in the industry, Taikang is a life insurance company that carried out network marketing earlier and formed a complete e-commerce framework earlier. As early as 2000, Taikang launched ldquo; Taikang online & rdquo;, which is located in the function of ldquo; service and claims settlement & rdquo;. On June 13, 2010, Taikang and Ctrip signed a cooperation agreement to launch, with the help of Ctrip's powerful ticket platform to sell electronic & ldquo; Ctrip Taikang domestic traffic accident insurance and Ctrip Taikang international aviation accident insurance & rdquo;.

for consumers, in addition to being convenient and fast, the most direct advantage of the network marketing mode of life insurance companies is that the price is affordable. Buying products directly from insurance companies can reduce part of the intermediary agency fees, which is also the advantage of e-commerce in reducing costs and benefiting consumers.

under the background that the market forces the insurance industry to change the extensive development mode, each enterprise has come up with its own understanding and countermeasures of the market, and the effective marketing means proved by other industries may be presented to everyone more and more. The power brought by marketing innovation will inevitably lead to the evolution of the market pattern and accelerate the marketization process of life insurance.