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In January, 3 insurance companies were fined for misleading sales in the circle of friends. Secret 3 marketing routines
Securities dailySu Xiangyu
Yesterday was the last day of the Spring Festival holiday. The enthusiasm of insurance companies and insurance marketers to promote insurance through the media platform through WeChat has not decreased. According to the "Securities Daily" reporter observation, during the Spring Festival holiday, a number of insurance companies through the official micro-channels to promote insurance; and insurance salesmen also frequently forward their own product information in the circle of friends.
A bank-level branch bank insurance related business personnel told the "Securities Daily" reporter that on February 5 (the first day of the first month), the branch's new premium on the day was close to 2.5 million yuan. From February 1 to February 5, the branch's new premiums were close to 200 million yuan. “Because of the large amount of idle funds of consumers during the Spring Festival, it is one of the key periods of insurance marketing for insurance companies.”
It is worth noting that with the insurance sales of various insurance companies during the Spring Festival, some insurance companies and insurance marketers also have misleading behaviors in the circle of friends. According to the "Securities Daily" reporters, in January this year, three life insurance companies and related responsible persons were punished for misleading sales on the media platform such as WeChat friends circle and WeChat group.
Friends circle marketing is becoming a trend
Holiday marketing is one of the key marketing methods for insurance companies, and Spring Festival marketing has always been valued by insurance companies. According to the incomplete statistics of the "Securities Daily" reporters, during the Spring Festival this year, various insurance companies have promoted insurance sales on platforms such as Guanwei. The promotion methods are: using video to promote the company's products, or using graphic links to promote insurance products.
Judging from the premium income of insurance companies in the Spring Festival, the bank-related branches of the above-mentioned banks have told the Securities Daily that on February 5 (the first day of the first month), the new premium of the branch was close to 2.5 million yuan. On February 9 (the fifth day of the first month), the new premium of the branch reached 26.7 million yuan. From February 1 to February 9, the branch added 225 million yuan in premiums. The enthusiasm for the insurance industry to promote premium growth during the Spring Festival is very high.
It is worth noting that in the past two years, various insurance companies have promoted the growth of premiums through the circle of friends. Especially during the Spring Festival this year, many insurance companies and marketers published various insurance product information through WeChat friends circle.
However, while the circle of friends and other media platforms provide convenience for insurance companies, the information circle of individual insurance companies and marketers has also mislead consumers. According to the "Securities Daily" reporter combed, in January this year, three life insurance companies were fined for misleading sales in the circle of friends.
On January 28th, the punishment letter issued by Sichuan Bank Insurance Regulatory Bureau showed that Lv Mou and Lu Moumou, an insurance sales practitioner of a listed insurance company, had forwarded self-media articles containing misleading content in the WeChat circle of friends. Therefore, Sichuan Bank Insurance Regulatory Bureau penalized 30,000 yuan for the company and related responsible persons.
Similarly, Shanxi Yinbao Supervision Bureau found that Duan Jun, a bank insurance account manager of a medium-sized life insurance company in Shanxi, issued information on the benefits of insurance products to bank staff, friends, customers and others through two WeChat exchange groups. Shanxi Yinbao Supervision Bureau penalized 70,000 yuan for the company and related responsible persons.
The punishment letter issued by the Shanxi Banking and Insurance Supervision Bureau on January 28 also showed that after investigation, a bank insurance company, Shanxi Branch, Bank of China Insurance Department produced and used courseware containing exaggerated product revenues and using discontinued sales for false publicity content. The target is a specific group of people attending the salon lecture. At that time, the company’s deputy manager of the Banking Insurance Department, Mr. You Moumou, used the WeChat circle of friends to send information about the function of exaggerating insurance products to unspecified people.
Misleading sales have three dominant methods
Although yesterday was the last day of the Chinese New Year holiday, the insurance company “Spring Festival Marketing” has not stopped. If you see insurance sales information in the circle of friends and so on, how to identify the authenticity?
In fact, in order to prevent consumers from being misled by the media, on January 8, the China Insurance Regulatory Commission issued the "Prompt on Preventing the Use of Self-Media Platform Misleading Publicity" (hereinafter referred to as "risk Tips") and said that the Bank of China Insurance Regulatory Commission issued A risk warning about preventing some marketers from publishing false marketing information on the self-media platform such as WeChat friends circle, such cases have occurred in the near future.
Therefore, the Consumer Protection Bureau of the China Insurance Regulatory Commission reminds consumers to raise their awareness of risk and guard against misleading propaganda. In order to prevent consumers from being circled by friends and other media platforms, "Risk Tips" exposed three misleading techniques of misleading sales.
First, the hunger marketing category: publicity insurance products will be discontinued or limited time sales, such as the use of "second kill", "national snapped", "limited time limit" and other terms.
The second is to exaggerate the income category: confuse insurance products and other fixed-income wealth management products, such as the release of “guaranteed interest-guaranteed interest”, “guarantee high-yield”, and “comprehensive profits”.
The third is to misinterpret the terms: deliberately misinterpreting the policy or product terms, such as claiming that "the past medical history does not need to be declared", "can get the disease if you can get it", "what can be guaranteed".
"Risk Tips" shows that "false information should not be trusted and disseminated. If you have any questions, you can consult. Currently, the media platform is low, there are many publishers, and there is a lack of content review. Consumers receive sales information from such unofficial channels. Should improve self-protection awareness and avoid impulsive consumption. In case of similar situation as mentioned above, please do not trust, and do not forward it. If in doubt, you can consult with relevant insurance institutions or report to the regulatory authorities to avoid unnecessary losses. The national unified telephone number that complained to the China Insurance Regulatory Commission was 12,378.
"The main function of insurance products is to provide risk protection. Consumers should establish a scientific insurance consumption concept, and fully understand the important product information such as guarantee responsibility, insurance amount, and exclusion responsibility through formal channels, and select appropriate insurance according to their actual needs and risk tolerance. Product, said the China Insurance Regulatory Commission.
In addition to the warning information issued by the China Insurance Regulatory Commission, on the eve of the Spring Festival, the Beijing Banking Insurance Regulatory Bureau also issuedBank of ChinaThe Beijing Supervisory Commission of the Insurance Regulatory Commission reminds consumers that the precautions for electronic insurance are neglected, and the Beijing Banking Supervision Bureau of the Bank of China Insurance Supervision Committee prompts consumers to fill in the personal insurance information to be true. The Shanghai Banking Insurance Bureau issued Risk warnings such as “Shanghai Banking Insurance Bureau's Risk Warning on Preventing P2P Criminals from Defrauding Policy Loan Funds” to remind consumers to avoid the risk of misleading sales during the Spring Festival.
Editor in charge: Li Limeng RF13188
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