Insurance products are too important for insurance companies.

This is especially true for Wanjia.

At the beginning of the opening of Wanjia Life Insurance, in the face of the powerful Shenzhou Life Insurance, it tried to tear a hole and seize the commanding heights of the market. There has been no good solution for a long time, resulting in being beaten passively in the competition. Although the expectation of the self is not to surpass each other in a day or two, if it cannot be surpassed in a certain point, how can we talk about the overall transcendence?

At that time, it was actually difficult for Shenzhou Life, relying on the endorsement of the state, the market was primitive, customers felt fresh, and the salesman misled intentionally or unintentionally, and sold many policies.

There are also no products that really touch the hearts of customers and cause a market boom.

Of course, Wanjia is the same.

It's all those whole life insurance companies who lose money when they die and become disabled. How many people are willing to buy?

No matter how high the compensation amount is, if you can't use it, it's all for your wife and children, what's the point?

So, it's an anti-human industry, and here's why.

This situation was not solved until Wanjia launched a revolutionary product, that is, Wanjia Children's Insurance.

Wanjia children's insurance is very cleverly designed, the first is a rate of 360 yuan. It's good to say, a dollar a day.

The second is to receive meaningful: university education funds, wedding payments, pensions.

Everyone wants their children to receive this money, and most of them can see it, which is the benefit of reality. It meets the needs of human nature.

Finally, it is more in line with the psychology of customers to buy it for children than to buy it for themselves.

This product was well received upon its launch, and the market response was enthusiastic, triggering the first hot sale in the entire insurance market!

It didn't depend on the plan, there was no plan at that time.

Not by hype, there was no word for hype in that era.

It didn't rely on advertising, and no one advertised at that time.

It's not by flickering, clear interests, no need to flicker!

So what are the positive effects that happen when customers accept the product?

First, the market has opened, and many people have become customers of Wanjia. Are there any sales opportunities for other products?

Second, if the salesman sells the product, he will have an income, and the probability of staying is greater.

Third, the salesman sells more, has a high income, has good performance, and has more overall promotions.

Fourth, the products are easy to sell, the money is easy to earn, and the increase in staff is also smooth. It's the other way around, the work is not easy to do, and no one comes.

This is how a good product changes the landscape of the company and even the market.

Of course, this is only the most primitive interpretation.

Later, the product was endowed with more connotations, such as connotative value, scale effect, and brand effect.

When a company needs scale, when it needs a share, when it needs to complete a task, the headquarters will launch a certain product. The reason behind it may be an explanation from the president to the board of directors, maybe the investment channel needs a sum of money, or maybe the chairman needs to keep his position or go up again when he is ranked at the end of the year.

At a certain time, when you need to open a certain channel, you need to rub hot spots, and you need to win a good evaluation from the society, you may launch a product that is useless in the eyes of the salesman.

The role of the product is to achieve the company's various goals as a comprehensive carrier.

Wanjia has always been in the second position, who wants to surpass Shenzhou! Who doesn't want to climb to the top and be the first?

But what can be done to surpass?

It is nothing more than a breakthrough in two points: 1. A breakthrough in manpower. 2. Breakthrough in premiums.

The breakthrough of manpower requires more network layout, organizational structure optimization, vigorous increase of staff, strengthening training and retention, and training of more supervisors and department managers. This is a systems project.

The breakthrough of premiums is closely related to the breakthrough of the first manpower, but it is not absolute. Because the premium of 200 people is not necessarily lower than the premium of 300 people. It depends on the size of the production capacity.

The size of production capacity is related to the level of operation and management, involving the activity rate, activity volume, per piece premium, and the proportion of excellent performance.

Generally speaking, premium = active manpower x per capita premium.

Per capita premium = total premium ÷ active manpower

Factors influencing per capita premium: activity volume and product structure.

The amount of activity is the result of the two-way effect of management and team, and the company can control the product structure.

Even the optimization of the product determines the premium.

This is the internal logic of why Wanjia launched universal insurance. Because the premium of general products varies from 1,2000 to 3,000, and 35000 is relatively small, it is particularly troublesome to combine. Magnum is different, each copy is 6,000 yuan, which suddenly raises the average premium.

At the same time, society has also undergone great changes, and the overall consumption level is rising.

Many customers already have the ability to pay a premium of 8,000 a year, but there is no matching product in the market to respond.

It turned out that mobile phones were very expensive and could only be used by the rich. Now it is also popular.

Originally, I thought that an income of 2,000 yuan a month was a high salary, but now 3,000 yuan is also common.

Housing prices are also the most prevalent barometer. The original house prices in Longcheng were all four or five hundred square meters, and the lower in Peach Blossom Town was about three hundred. Therefore, when Longfeng Garden, the first gated community in Longcheng, marked the average price of 888, many people did not expect it.

But once I visited the room type, I was attracted to the community model again.

Of course, for Wanjia, there are still some worries about promoting the sales of Magnum. After all, something happened to the company, and everyone had lingering palpitations.

However, from the perspective of product form, universal is still different from investment.

The first is that the investment is guaranteed.

The second is that the payment can be deferred.

Thirdly, not only is there a benefit, but the sum insured can be adjusted.

Fourth, the public opinion environment is also different.

Since the last accident, the company has invested heavily in the overall public opinion environment.

Not only has a senior brand director been hired from Taiwan, but it has also reached a certain interest connection with various important media outlets. That kind of thing won't happen last time.

Fifth, and most importantly, although the universal is high, it is only 6,000 yuan at most. It will not be like Toulian, which can be made into tens of thousands, hundreds of thousands. That kind of large order seems to increase the premium, but once there is a misleading sale, there will be a big dispute. In the final analysis, 6,000 yuan is only 6,000 yuan.

At the same time, Wanjia's senior management has formulated a strategy of "fixed-point transcendence" for Shenzhou.

It is some conditional branches, and when the gap is not large, the headquarters will give support and focus on it. The fixed point surpasses Shenzhou.

I don't want to surpass all the whole country at once, but I want to surpass them one by one. Once the advantages are expanded, the gradual transcendence will become a reality.

This strategy did form an advantage in the following years, but the so-called road is one foot higher and the magic is one foot higher. When Wanjia has worked hard to rely on Magnum to form a new advantage, and it is about to surpass China in terms of data, the China Insurance Regulatory Commission has launched a new premium calculation method. In 2011, with the full implementation of the new accounting standards, another change in the structure of the insurance investment market is brewing. The new accounting standards and Interpretation No. 2 have made significant adjustments to the old accounting standards, and the new recognition standards for premium income have brought changes in business structure and market share to the insurance industry.

Article 5 of the new accounting standards stipulates that the insurer may bear both insurance risks and other risks, such as participating insurance contracts, universal insurance contracts, investment-linked insurance contracts, etc. For such contracts, the insurance risk part can be distinguished from the other risk parts, and if it can be measured separately, it can be split.

"The new accounting standards are relatively strict on the premium income of universal insurance and investment-linked insurance, and relatively lenient on the premium of participating insurance," an insurance industry person said, "The first two will be difficult to include in the total premium, while the participating insurance is not hindered." ”

Under the new accounting standards, companies that have a long-term focus on traditional and dividend-paying products will benefit.

There is a saying that how fast you run depends on your speed, and whether it counts as a result depends on the referee. When you're fully prepared against the wind, you can increase your starting speed, your balance and your explosiveness. Your competitor may just need to get the referee right.