In the industry environment mutation environment, Bu Jiangyong hopes to "business owners", in order to maintain client stickiness, multiple relationships with customers in a year.
"Commercial value" magazine freelance writer Xia Fei Feng Chongchong, the
   Key moment: with the CIRC after 2008 to insurance company insurance license open electric pin, pin, electric automobile market began to hot, Royal insurance intermediary agency business impact
   A key choice: to maintain and continue to expand the auto sales market share, Royal insurance need to expand business ideas
   Coping strategies: to extend the industrial chain, making auto after market service, in order to maintain client stickiness, and in many relationships with customers
   Strategy: the first half of this year, the insurance premium has completed 210000000 yuan, after market service also made a net profit of 2000000 yuan, the future remains to be seen
   In 2007, once the Yongle electrical appliances to create brilliant achievements in Shanghai, less than 4 years the annual turnover increased from 1400000000 yuan to about 10000000000 yuan Bu Jiangyong decides to do poineering work, he and several friends invested nearly 50000000 yuan, in Shanghai created the grand auto insurance supermarket (hereinafter referred to as the "Royal insurance), to join the insurance intermediary industry he served as president. The reason of choosing this profession, because at the time about 90% many insurance companies insurance products are through the intermediary channel sales, and insurance products are very standardized, no inventory, so it is easy to do. Of course, Bu Jiangyong is more important, is in the market environment, the conduit company received from customers in premium, premium over the settlement of a month or 45 days with the insurance company, which ensures good cash flow and accounting period.
   Because for many years engaged in home appliance chain industry experience, Bu Jiangyong from the beginning of the four most critical factors for low open circuit, service to, Happy Valley enclosure and economies of scale are copied to the Royal insurance business. So the company is different from the traditional insurance intermediary, relying on the Internet and built a large call center, combined with the telephone and Internet marketing, saves the agent commission and various intermediate cost. At the same time, through their own unique insurance expert service, help consumers find the insurance companies and insurance the most appropriate combination collocation, reduce premiums, allowing more profits to the owners. By the end of 2007, the first half of the premium income of Royal insurance reached about 18000000 yuan, profit of about 10000000 yuan. In the first half of this year, the insurance premium of Royal has completed 210000000 yuan, and the smooth expansion to Beijing, Nanjing, Hangzhou, Chengdu 7 city. Only two or three years, Royal insurance has become the industry leader.
   However, bu Jiang Yong overlook an important point, the insurance is always the financial products by the industry, strict supervision, absolutely can not act recklessly and care for nobody as market products operation. Unexpected situation still appeared. With nearly two or three years of China Insurance Regulatory Commission has approved insurance company Ping An, PICC, sunshine get electric pin insurance qualification, now has nearly 30 insurance companies are applying for operating the business. At the same time, Shanghai Insurance Industry Association in 2008 on the Commission to draw cap: cross strong insurance part of vehicle insurance shall not exceed 4%, commercial insurance shall not be more than 15%. This makes the car insurance intermediary to attract business big rebate can hardly be achieved, all the variables to make the industry in the past two years operating under a lot of pressure.
   In May this year, the largest domestic automobile insurance intermediary institutions car alliance conformity due to poor management announced the closure of a car, to the main business of small and medium-sized intermediaries have closed.

    Financing of millions of dollars, making auto after market

   Bu Jiangyong is obviously not await one's doom. Announced the fallen almost at the same time in the car from the Grand Alliance, auto insurance from the overseas VC 1000 million investment. In fact, as a grand auto such a belongs to the service industry organization, does not need special huge financial support. But considering the long-term development, save Bu Jiangyong still has launched its own financing plan.
   Bu Jiangyong told the reporters, Royal insurance in looking for VC, and did not choose the most well-known and most cash rich. "Our main consideration is that VC can get some help to our future business development. The two VC so now select, before they cast some and similar to our industry, there will be a lot of guidance for our future and the whole industry chain. In fact, we're going to finance projects is not the time to 'insurance agents', but' the car market after the 'concept to financing."
   Once at the start-up stage, bu Jiang Yong want to quickly achieve 1000000000 yuan more than the premium for a few years, but in the industry environment mutation environment, now Bu Jiangyong wants "business owners", in order to maintain client stickiness, multiple relationships with customers in a year. At the same time also rely on good auto after market services and insurance company electric pin formed difference, in order to promote auto sales. "At present, our idea is to obtain customer's satisfaction to auto insurance, and then in the market after the repeated operation, namely the integration vehicle sales, auto stop full claims, 24 hours of emergency rescue, car repair and maintenance services. After all, at present grand auto insurance business from individual owners 85%." Bu Jiangyong told reporters explained.
   Of course, Bu Jiangyong also stressed, all from Ping An insurance to his inspiration. "As everyone knows, safe auto insurance prices remain low, they are mainly based on the customer want to expand business comprehensive financial products. Apparently spell financial I do but he, but I can take insurance as the basis, service market force in the car to carry out comprehensive management. This thing is trivial, the challenge is also large, Ping An insurance is not willing to do. In this way, I found a new market space for the company."
   So far, the grand auto insurance would quietly "evolution" grand auto car service chain corporation. Now, the grand auto insurance has begun to integrate and they had signed 4S stores, and to cooperate with Towing Co, dot, car repair shop. For example, for the Towing Co to provide rescue service, Royal insurance members enjoy free services, and a grand monthly and Towing Co settlement actual cost; at the same time, Royal insurance and about 60 quick quick repair dot signing, and participate in the management of their service program, membership to wash the car, small repair, maintenance will enjoy the preferential price for some VIP clients, even can enjoy free of charge, Royal insurance settlement and these sites are on a monthly basis; and for 4S stores and some repair company, Royal insurance is mainly to help member, member at their own cost (price). But in the repair process, if the normal repair, user fees, Shanda will get a part from the Commission, and if the accident repair, paid for by insurance companies in the definition of the insurance liability.
   Now, business transformation grand auto insurance has got some achievements, new business only a small half a year has achieved a net profit of 2000000 yuan. And now in the Royal insurance revenue, the car market after the income and insurance intermediary commission be on a par with. Also can be seen from the user, in the membership is full of car users, users now account for only 50% of the proportion of insurance.

    Break with tradition, self built 24 hour repair shop chain

   In the face of such a huge partner, after the integration of automobile after market service how to manage? This is a great challenge to Royal insurance. Because the entire automotive aftermarket industry defense risks are relatively low. Look in the reporter, cooperation with the 4S store, usually they are relatively strong; and cooperation with repair factory, their level of service management and poor. "At this stage, we can manage the partner, it mainly depends on our ability to bring the number of business and profit to them. But in the future, I plan to establish their own automobile after market service entity stores, eventually increase the profitability of the company. I also in and our teacher to discuss more details of this one strategy recently." Bu Jiangyong told reporters.
   So far, the grand auto insurance has already started planning in Shanghai took the lead in establishing 8 new concepts around the central service repair center within the next two years, each center in the area of approximately two thousand or three thousand square meters. But it is different from the traditional 4S shop, is not an ordinary repair plant. Bu Jiangyong decided to break with tradition, the retail business ideas transplantation to repair industry -- first unified management, 24 hours of uninterrupted business, at the same time the whole store that is bright and clean, and there is a unified image. 
   When it comes to one of the most important point, Bu Jiangyong spoke frankly that royal insurance will not focus on single dealer support, because it will lead to a new concept of service repair center or mass, or sooner or later become BMW, or any other brand repair shop. "Usually do car manufacturers authorized 4S shop, more is to obtain the trust of consumers, and I hope the new concept of repair center we can obtain the trust of consumers by means of standard products and services. For example in terms of tires, oil, skin care products, I will be the introduction of high-end brand diversification, also with some popular products to meet the needs of different consumers, this part will through large-scale investment will achieve. The most critical or pricing, I plan to impact on the formation of the whole industry to high-end parity, in fact, the profits of this industry is very high, probably around 35%-45%. So I thought or the bigger market share, profit will not require too high."
   But when asked about the Bu Jiang Yong so large-scale repair service outlets, would also increase when selling car business, but he insists the negative. To his understanding, sell the car would press a lot of money. But he is considering entering into another field, relying on the auto insurance business, companies have a lot of relevant information of customers, so he intends to rely on accurate database and car manufacturers together to do marketing, replacement of useful resources. "For example, some time ago Audi Q7 listed on the promotion, then who is Audi potential customers? Obviously, BMW 3, 5, 7 people are not exchanged for Q7, but we can help him find the open Hainan Mazda sports version of the crowd. This is what we should do in future projects." Bu Jiangyong answered a reporter's question.
   At present, the grand auto insurance business has accumulated a good market for our company, so the Bu Jiang Yong stressed the need to seize the opportunity of the after market services to grow rapidly, enhance the company among the various business related degree. At the same time the grand auto insurance is relying on the Internet and call center to do together, so Bu Jiangyong hope that the future can be modeled on Ctrip pattern, not only do good service for the automotive after market, will also create a information platform in the industry enjoy great popularity among the people. "A lot of people going on a business trip, not necessarily in Ctrip booking, but they will carry Cheng to query information, or to compare prices. I also hope that the future when people need to repair and maintenance of vehicle, can have a look our royal insurance products and prices, as a reference. And they are our potential clients. Of course, this part is not accomplish at one stroke, but now we have started this work."
   (this time interviews provided by CEIBS support)

   The original link:Http://content.businessvalue.com.cn/post/2260.html