Independent guarantee project is a commercial choice at your own risk.
? As mentioned in General Insurance 12 Lecture on Uncertainty and Risk (1), there are seven ways to deal with risks: avoiding risks, taking risks, transferring and reducing risks, pursuing risks, hedging risks and eliminating risk sources. The concept involved in risk transfer is insurance, and its essence is the sharing of a large number of homogeneous risks. But what if you take the risk yourself? It can also be understood as "self-protection" in a broad sense.
? The understanding of self-insurance generally means that when an economic unit predicts that some kind of disaster or accident will happen in a certain period of time in the future, it reserves a certain amount of money and objects as reserve funds in advance to make up for possible losses. If this form becomes bigger, some large enterprises will initiate the establishment of "self-insurance companies", that is, "insurance companies that mainly underwrite the systemic risks of their own companies".
As far as the automobile industry is concerned, the most common "self-insurance risk" is not voluntary by brand manufacturers or sales service providers, but the "Provisions on the Responsibility for Repair, Replacement and Return of Household Automobile Products" promulgated by the State Administration of Market Supervision, which is what people usually call "three guarantees". The core responsibility points are as follows:
Article 18 The three-guarantee period of household automobile products shall not be less than 2 years or 50,000 kilometers, whichever comes first. The warranty period is not less than 3 years or 60,000 kilometers, whichever comes first;
Article 20 If the quality of main components such as engine, transmission, power storage battery and drive motor of household automobile products is defective within 60 days from the date of validity of three guarantees or within 3,000 kilometers (whichever comes first), consumers can choose to replace the engine, transmission, power storage battery and drive motor with the certificate of three guarantees. The repairer shall replace it free of charge;
Article 21 If the single repair time of a household automobile product exceeds 5 days (including the waiting time of the parts to be repaired) due to quality problems during the warranty period, the repairer shall provide a spare car for the consumer from the 6th day, or pay reasonable compensation for transportation expenses to the consumer. If there is another agreement between the operator and the consumer, compensation shall be made in the agreed way;
Article 22 If the engine, transmission, power storage battery, drive motor or its main parts need to be replaced due to quality problems within 7 days from the date of validity of the three-guarantee, consumers can choose to replace domestic automobile products or return them with the purchase invoice and the three-guarantee certificate. The seller shall replace or return the goods free of charge;
Article 23 If the steering system fails, the braking system fails, the car body cracks, fuel leaks or the power battery catches fire due to quality problems within 60 days from the effective date of the Three Guarantees or within 3,000 kilometers (whichever comes first), consumers can choose to replace the family car products or return them with the purchase invoice and the Three Guarantees certificate. The seller shall replace or return the goods free of charge.
It is not difficult to find that the responsibility of these three guarantees is to provide reliable products and services to sellers, producers and consumers. On the other hand, it also clarifies the responsibilities of sellers or producers when consumers face product problems. The "Regulations" also clarified the subject of responsibility: the responsibility of three guarantees shall be borne by the seller according to law. After the seller assumes the responsibility of three guarantees in accordance with these provisions, if it is the responsibility of the producer or other operators, the seller has the right to recover from the producer or other operators.
? The "Three Guarantees Responsibility" stipulated in the "Provisions on Responsibility for Repair, Replacement and Return of Household Automobile Products" has become the risk and responsibility that sellers need to bear. This is a passive commitment. At the same time, there are many cases of taking the initiative. For example, in order to improve the market appeal of independent brands and the "selling point" of products and services, some automobile manufacturers have launched the promise of "lifetime free warranty" on the basis of the national three guarantees. This is actually from the perspective of active marketing. Merchants independently undertake the service commitment of customer warranty and the risk responsibility behind it.
In view of the customer's car use scenario, there may be many risks and losses caused by uncertain factors in the car sales service scenario. For example, the risk of returning orders caused by human factors in the process of buying a car; The risk of customer after-sales maintenance and maintenance loss after the customer buys a car; In the process of using the car, customers may encounter unexpected situations or accidents, need rescue, repair at their own expense, and even need to buy a new car after the car is scrapped. ...
? Faced with these possible uncertainties and risks, if the seller wants to provide some service promises to customers, it is equivalent to taking the initiative to bear the responsibility and cost behind the performance. This is at your own risk, that is, introducing "independent service guarantee".
Self-insurance rights and interests have insurance thinking and probability attributes, which are suitable for self-insurance.
? Sorry, I procrastinated in this title again. There are two situations here, one is independent and the other is accidental. Because what I want to explain here is the cost of "self-insurance" risk.
? We know that the risk comes from the impact of uncertainty on the goal. In order to clearly understand the cost behind a risk, the factors that must be considered include: the uncertainty of whether the risk occurs, the uncertainty of the occurrence time and the uncertainty of the result. What are the specific responsibilities of the car sales service scenario? What level of service guarantee is provided? How long is the promise? All of them can be focused through business analysis, such as providing 1 year 30,000 km vehicle extended warranty project or 2-year 60,000 km extended warranty project only for core components. The most difficult problem behind this is how to measure and estimate the cost of these "self-protection" responsibilities. Specifically, it can be refined into the following thinking angles:
1) What is the actual cost of the service commitment provided to customers? This is the settlement cost.
2) What is the data and proportion of this service commitment in the past? This is the possibility of enjoying power.
3) How many customer groups can the service commitment penetrate and cover? This is a valid radix.
The above three factors have the same influence on the potential cost of an uncertain risk liability. Among them, the settlement cost is relatively easy to calculate, and the effective substrate is a problem of target execution. The most challenging and difficult things are the possibility of enjoyment, the inaccuracy of empirical data and the increase of future uncertainty. The difficulty is that this is a probability problem. At this point, we need to refer to experts in operational risk-how to deal with insurance products.
With regard to insurance, it is mentioned in Lecture on General Insurance 12 (IV) The Existence Law of Insurance that there are four preconditions for insurance to play its role: insurable interests, which we extend here to understand that what needs self-protection is the business income or business responsibility we need to bear; Loss compensation, which means that the consequence of risk is potential loss, rather than making customers profit from uncertainty; Approaching is not the cause of time approaching, but the risk of losing results should be direct; The last principle, the greatest integrity, is to prevent fraud, adverse selection and unjust enrichment. Here we give an example to illustrate what is not suitable for self-protection.
For example, in the initial "worry-free service package", Weilai will exempt the scope (specifically, tire replacement caused by non-accidents and non-quality reasons; Maintenance caused by illegal acts or force majeure; "All-inclusive vehicle maintenance" in case of no-fault accident and the other party has insurance maintenance, laws and regulations or other circumstances agreed by both parties. How's it going? Does it sound particularly tall? Compared with insurance companies, it is simply merciful! However, the good times did not last long. By the time of version 2.0, Gundam's rights and interests had shrunk, from "all-inclusive" to "priority insurance payment", and the paint maintenance accumulated to 6 surfaces. In other words, the painting maintenance in free maintenance is limited to 6 surfaces. In fact, this is the same as the logic that car dealers engage in so-called paint "scratches" in order to protect themselves, and it is difficult to continue profitable operations. The moral hazard is extremely low, the objective risk and direct cause cannot be identified, and the customer "bonus hunter" has a serious profit mentality, which leads to the situation that the rights are too high. This is a scene that is not suitable for self-protection. The reason behind it is that it does not conform to the characteristics of "small but wide" and "high insurance and low compensation". Due to human factors, it is impossible to determine the probability of enjoying rights.
As for probability, I mentioned in Probability of Insurance Thinking (1) local randomness and overall certainty that it is essentially a way of thinking, which transforms local randomness and volatility into overall certainty. In other words, for individuals, the possibility of a certain risk is random and the risk result is uncertain. But once the number of risks of the same type is accumulated enough, the probability of corresponding results can be predicted with certainty, just like tossing a coin or dice. So what kind of risk scenario is suitable for self-protection? Here are four key words:
? 1) objective risk. It is necessary to exclude the subjective and intentional "bonus hunter" and special cases (such as the network car with mileage seriously exceeding the general level);
? 2) Separate risks independently. For example, the cars of corporate customers have the risk of centralized batch operation.
? 3) The "lever" risk of grey rhinoceros. Risk characteristics should be consistent with the characteristics of high loss amount but low probability of occurrence.
? 4) A lot. This is the premise of any rights protection.
? Therefore, it should be remembered that if the probability attribute cannot be applied to the commitment of independent service guarantee, it is not suitable to apply the logic of insurance to develop "self-guaranteed" products. To answer with a simple example, all automobile brands will provide customers with free first maintenance. Although there are guaranteed attributes, there is no probabilistic logic. There is a simple reason. It is not a risk in itself and does not have the leverage property of high insurance coverage and low probability.
When a service is defined as prepaid, it is a "service insurance" product.
Next, let's talk about the third question: if we develop "self-insurance" products, how should we say that the risk cost is the lowest, and even we can get benefits? As a product or project, it is either the cost of advertising, drainage and charity, or its operational efficiency must be considered.
? For customers, the service commitment guarantee itself is only self-responsible and customer-oriented, which can be realized in the following ways:
? 1) is provided free of charge and the expenses are borne by itself. For example, the three guarantees responsibility stipulated by the state.
? 2) Charge according to the actual cost, and charge the customer the full amount or the difference to share the cost. For example, the "mutual assistance" mode of critical illness insurance on the Internet.
? 3) Pay first, and then the customer is entitled to enjoy the rights and interests. The most typical is insurance products.
Among the above three operating modes, the third pre-charging mode is most suitable for insurance characteristics. Under the idea of prepayment, three problems need to be solved: what is the value of paying for rights protection by customers? Why do customers choose to pay for your prepaid goods? Or is there any differentiated competitiveness of your resources and capabilities? Finally, how much price do you set, in order to achieve the break-even of the whole project, and even ensure a certain level of profitability? These problems are realized through complicated functions and processes such as actuarial, compliance, risk control, underwriting and compensation within insurance companies. Neither car manufacturers nor dealers can directly copy it, and there is no professional personnel and resources to support it. If car dealers want to engage in the development and operation of service insurance products, here I give three operating points:
? For automobile sales service providers, it is necessary to make clear the design and combination purpose of self-insurance products. For the car sales service scenario, after all, selling cars and repairing cars are the main sources of income. What are the pursuits of different businesses? Sales profit, customer stickiness or penetration rate of self-insurance products. This constitutes the "impossible trinity". Sales profit represents the high income and low cost of the business sales department. Low cost often requires sufficient control over the design of the ownership rate of rights and interests. After all, the higher the ownership, the higher the cost. What about product penetration? If the ownership rate is not enough, the product will be empty, which will affect the sense of value and attractiveness that customers feel. When you talk about the impossibility of trinity, you will find that no matter how perfect a self-insurance product is, it is impossible to satisfy customers, sellers and service providers at the same time. At this time, you need to make two choices. One is the right of your customers. What is the product positioning? If it is the pursuit of gross profit, it is necessary to sacrifice the enjoyment rate and insurance coverage of products. If we pursue customer stickiness, the gross profit of front-end sales will inevitably need to be transferred. The second layer of trade-off is a necessary combination of prepaid rights products. The most ideal combination method requires not only hard rights such as maintenance and painting, but also virtual service guarantee, such as extended warranty or separate broken glass protection.
For automobile sales service providers, it is necessary to accurately grasp the types of self-insurance projects and risk response. There are three levels about the rights and interests of customers. First, it is closely related to customers buying cars, using cars and repairing cars, such as replacement subsidies, extended warranty and compensation for maintenance projects. This is the core layer of service, and they can fulfill the rights and obligations of customers themselves. In addition, there are some services, such as road rescue, accident scooter, car washing and so on. , which may involve some or all of the rights that they cannot provide, and they will face the need to outsource at a certain post-paid cost. On the basis of the above two situations, there is another possibility, that is, as the main body, it promises to provide services to customers, but it is uncertain about the real risk probability, or internal control does not allow self-protection. For example, give customers compensation for vehicle replacement based on a major accident, or give customers a long-term (even various life) extended warranty and maintenance commitment. In the scenario of large guarantee amount and long term, it is necessary to consider whether it is necessary to transfer or partially outsource the underlying risks. For example, you can buy a certain insurance directly from the insurance company, be the insured yourself, and make claims after the customer enjoys the rights, or design a risk transfer mechanism for overpayment with the insurance company. After the self-insurance risk is paid to a certain extent, the insurance company will "underwrite".
? For automobile sales service providers, it is even more necessary to design their own routines with care. I have studied many cases of glass protection and paint protection in the industry. A very simple way is "takenism". Take it from peers, from third-party companies, or even directly from insurance plans of insurance companies. Having a ready-made plan is naturally a shortcut, and it is easier to fall into vicious competition of homogenization competition. What are your advantages when others have it and you have it? Is it cheaper? Taking the existing products of insurance companies as an example, an insurance plan is often composed of protection content, insurance amount, premium, deductible clause and exclusion liability, and the content without insurable interests will directly exclude risks. For example, after a vehicle accident, the insurance company can compensate for losses such as maintenance responsibility, but only if the auto insurance needs to be out of danger. In fact, having no insurable interest in an insurance company does not mean having no insurable interest in yourself. For example, if a customer who hasn't had an accident in three years wants to change cars, can he also be provided with a right of compensation? Of course, colleagues who have had contact with auto insurance will know that the probability of not appearing for three consecutive years is far lower than the probability of continuous danger.
The above three angles are my suggestions for engaging in service insurance products, and I will give you three thoughts. On the one hand, the reason why there is a special topic on self-insurance products in the accident car business of automobile insurance 15 is that automobile merchants often see that a certain project of an insurance company is profitable, and they will try to learn by themselves. On the other hand, from the perspective of self-responsibility, probabilistic thinking and prepaid attributes, it can be said that they have developed a service product with insurance thinking, so please allow him to have a name called ". Please note that self-insurance products or insurance products that are too large are often concerned by relevant departments, and even suspected of "illegally engaging in insurance business". So please note that you can use insurance thinking to do services, but you need to be careful not to fall into the "pit" of real self-protection. I will focus on this for you in the lecture 13.
Ok, I'll share this lecture here. If you are engaged in insurance-related roles in the automobile industry, or you are an insurance industry professional facing the automobile business, thank you for paying attention to the seminar on automobile insurance accident car business 15. Listen to me. Share it. Correct me or discuss it further. See you next time.
The Lecture on Automobile Insurance Accident Car Business 15 was produced by Wei Ran Workshop.
A gentleman should plan ahead before a disaster happens.
Let autobots go deep into insurance and let insurers approach cars.