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href="" id="a_class">產(chǎn)業(yè)</a>> <i>詳情</i> </p> </div>  <div id="zjvhxpf1b7" class="subject"> <h1>人保APP用戶突破5000萬,保險線上平臺競爭新格局或?qū)⒌絹?/h1> <div id="zjvhxpf1b7" class="attr"><span id="zjvhxpf1b7" class="time">2025/4/1 9:08:19</span> <span id="zjvhxpf1b7" class="source"></span> <span id="zjvhxpf1b7" class="author"></span></div> <div id="zjvhxpf1b7" class="subject-content"> <p style="text-indent: 2em;">近日,中國<span id="zjvhxpf1b7" class="mgc">人保</span>APP用戶累計下載突破5000萬引發(fā)業(yè)界關(guān)注。保險銷售從代理人模式到互聯(lián)網(wǎng)保險野蠻生長,再到 2020年《互聯(lián)網(wǎng)保險業(yè)務(wù)監(jiān)管辦法》出臺,規(guī)范了互聯(lián)網(wǎng)保險業(yè)務(wù)發(fā)展,格局基本穩(wěn)定。在整個發(fā)展的過程中,雖然很多產(chǎn)品和機構(gòu)被時代所淘汰,但也形成了一定的「鯰魚效應(yīng)」,促成了傳統(tǒng)保險公司的互聯(lián)網(wǎng)轉(zhuǎn)型,中國<span id="zjvhxpf1b7" class="mgc">人保</span>、平安就是其中的代表。</p><p style="text-indent: 2em;">在大部分保險公司還在依賴線下中介機構(gòu)或頭部電商及支付平臺銷售產(chǎn)品時,<span id="zjvhxpf1b7" class="mgc">人保</span>和平安已經(jīng)走出舒適區(qū),悄悄建立自己的平臺。<span id="zjvhxpf1b7" class="mgc">人保</span>以集團化整合見長,注重技術(shù)自主可控與普惠覆蓋;平安則以生態(tài)擴張為主導(dǎo),強調(diào)高頻場景觸達與用戶體驗。為何<span id="zjvhxpf1b7" class="mgc">人保</span>和平安能成功轉(zhuǎn)型,APP用戶量異軍突起,也許我們能從產(chǎn)品、服務(wù)和運營三個方面的分析得到一些答案。</p><p style="text-indent: 2em;">產(chǎn)品創(chuàng)新:從同質(zhì)化到場景化</p><p style="text-indent: 2em;">在產(chǎn)品設(shè)計方面,<span id="zjvhxpf1b7" class="mgc">人保</span>和平安的APP都具備三大特點。一方面是注重開放生態(tài)構(gòu)建,打造全生命周期覆蓋,整合了車險、健康管理、養(yǎng)老規(guī)劃等資源,形成“保險+生活”生態(tài)鏈。<span id="zjvhxpf1b7" class="mgc">人保</span>方面通過「中國<span id="zjvhxpf1b7" class="mgc">人保</span>APP」實現(xiàn)了從產(chǎn)品購買到保單管理的一站式服務(wù),并通過成長體系和權(quán)益將用戶牢牢捆綁在APP生態(tài)內(nèi);而平安則是通過「平安好生活」、「平安好車主」等垂類場景APP觸達,以點概面的方式覆蓋更多的用戶,將用戶納入平安的整個金融生態(tài)。</p><p style="text-indent: 2em;">另一方面則是注重從上架的保險產(chǎn)品去主動適配「互聯(lián)網(wǎng)+保險」的玩法。<span id="zjvhxpf1b7" class="mgc">人保</span>APP更加注重場景化的產(chǎn)品引入來突破傳統(tǒng)險種同質(zhì)化競爭,圍繞冰雪旅游、騎手保障、新市民安居樂業(yè)等細分場景和人群推出定制化產(chǎn)品,并針對市面上已有產(chǎn)品的痛點進行重點改造,對標第三方流量平臺上的網(wǎng)紅產(chǎn)品。例如<span id="zjvhxpf1b7" class="mgc">最</span>近推出的藥安保就著重針對市面上現(xiàn)有互聯(lián)網(wǎng)門診險覆蓋藥品少、保費偏高等痛點進行了優(yōu)化。同樣,平安也通過探索行業(yè)未涉足領(lǐng)域去增強與用戶的情感鏈接,「愛寵醫(yī)?！咕褪呛芎玫淖糇C。</p><p style="text-indent: 2em;">匯聚好的產(chǎn)品還遠遠不夠,能精準地把產(chǎn)品分發(fā)給適合的用戶,才是自建APP生態(tài)的根本。<span id="zjvhxpf1b7" class="mgc">人保</span>和平安都通過APP中大量的內(nèi)容去挖掘用戶的潛在需求和購買意愿,并通過「方案推薦」等功能采集用戶畫像,并以方案的形式為用戶批量化推薦產(chǎn)品,也獲得了不少的有效轉(zhuǎn)化。此外,線上直營減少代理環(huán)節(jié),車險等產(chǎn)品價格較傳統(tǒng)渠道更具競爭力,這也是促使兩家持續(xù)向APP拉新,以及在APP內(nèi)部形成正向轉(zhuǎn)化循環(huán)的主要原因之一。</p><p style="text-indent: 2em;">服務(wù)融合:從保險銷售渠道到生活伙伴</p><p style="text-indent: 2em;">在產(chǎn)品高度同質(zhì)化的今天,保險的條款以及定價的差異越來越小,真正能拉開差距的其實是產(chǎn)品背后的附加服務(wù)價值。對于保司來說,考驗的其實是資源整合的能力,而這也從一個側(cè)面促進了保司APP從單純的銷售渠道向「生活伙伴」的轉(zhuǎn)化。</p><p style="text-indent: 2em;">兩家都將高頻的生活服務(wù)場景嵌入到相應(yīng)的會員權(quán)益中。如針對車生態(tài)推出免費道路救援、一鍵加油等服務(wù)來增強用戶粘性;通過接入醫(yī)院、醫(yī)生、物流等資源為用戶提供「問診-買藥-支付-配送」的全鏈路健康管理閉環(huán)。產(chǎn)品背后能提供多少增值服務(wù),除了體現(xiàn)保司在產(chǎn)品設(shè)計時的深度思考,也從一個側(cè)面體現(xiàn)了保司和APP平臺本身的行業(yè)地位和領(lǐng)導(dǎo)屬性。</p><p style="text-indent: 2em;">活動運營:從“造節(jié)”到節(jié)點營銷的流量密碼</p><p style="text-indent: 2em;">基于產(chǎn)品和服務(wù)的轉(zhuǎn)變,對于APP平臺運營也提出了更高的要求。結(jié)合營銷案例不難發(fā)現(xiàn),互聯(lián)網(wǎng)化比較成功的平臺都具備自我革新的思維和能力。</p><p style="text-indent: 2em;">例如,在時效性營銷策略方面,中國<span id="zjvhxpf1b7" class="mgc">人保</span>APP就把運營重心從傳統(tǒng)的「造節(jié)」模式轉(zhuǎn)換到與公共節(jié)日和電商大促節(jié)點進行融合上。春節(jié)期間推出的“返鄉(xiāng)出行保障”“家庭保障”促銷,保費環(huán)比增長明顯。而且據(jù)可靠消息,<span id="zjvhxpf1b7" class="mgc">人保</span>APP將在今年聯(lián)動“618”“雙十一”開展場景化促銷,擴大年輕用戶覆蓋。</p><p style="text-indent: 2em;">不單活動引流,社交裂變機制也是APP平臺用戶快速增長的原因。如「老帶新激勵」,邀請好友注冊獎勵、積分兌換周邊,激活私域流量;再如通過抖音、小紅書等內(nèi)容種草,構(gòu)建「曝光-轉(zhuǎn)化」的社交矩陣轉(zhuǎn)化閉環(huán),都是傳統(tǒng)互聯(lián)網(wǎng)公司的常用打法,可見在運營方面<span id="zjvhxpf1b7" 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