Tencent micro-bao Li Xiaocong decodes the new insurance game in the post-epidemic era.

Under the impact of the new crown epidemic, brand communication in the financial industry shows a new trend of online and sceneization.
faced with the dual challenges of the financial industry and the change of information dissemination mode, financial institutions are facing a series of urgent problems to be considered and solved under the new ecological environment, such as finding the brand positioning of enterprises, reaching customers with accurate information, and effectively enhancing the brand value of enterprises.
On August 21st, Li Xiaocong, director of marketing at Tencent Micro-Insurance, said at the 2020 China Financial Brand Impact Summit in Kunming that since the outbreak, live and short video has become a new way to communicate with users, and micro-insurance has given full play to Tencent's traffic and connectivity advantages, enhancing consumer awareness and recognition of insurance through fun, fun social play and brain-opening creative content.
the future micro-insurance will use the power of insurance technology, continue to explore more ways to play, work together with the industry to promote national education insurance, to provide users with a stronger support for protection.
Financial industry brand communication to open the online transformation, Tencent micro-protection power live, short video business in the face of the surging epidemic, the financial industry brand communication has started online transformation, at the same time, with the audience cultural and entertainment demand for explosive growth, all walks of life in the online content dissemination continue to force.
standing under the air of live, short video, micro-insurance quickly seize this opportunity to communicate with users, with the help of the platform's Internet and social advantages, in the pan-entertainment short video platform and potential users quickly establish brand awareness, close the distance with users.
According to reporters understand that since the outbreak, micro-insurance has held dozens of live broadcasts on different topics, explored health management, investment and financial management, scientific health, insurance claims and many other close to the needs of users, so as to awaken the user's awareness of insurance, guide users to develop the habit of focusing on their own health and insurance configuration.
July 8 this year, in order to help enhance public awareness of protection, micro-insurance in partnership with the Bank of China Insurance News, more than a dozen strictly selected cooperative insurance companies in the industry's first "7.8 National Protection Day", through a series of innovative videos, big curry joint live answer questions, creative H5 and a series of innovative play to create a fun, interesting, useful "insurance symbol", the "7.8 National Insurance PublicIty Day" really to every ordinary user.
" activities, micro-insurance 7.8 national protection festival cumulative participation in users exceeded 148 million, burst short video hits totaled more than 78 million, in the absence of traffic star holding the case of three consecutive days of live broadcast between the cumulative popularity of tens of millions.
this achievement gives us the confidence to continue to interact with our users on insurance education.
" Li Xiaocong said, to a large amount, industry-wide resources, brand linkage, to create a star IP live room, which is micro-insurance established live operation line.
future, micro-insurance will be joint insurance companies, insurance vertical KOL, various industry brands, the whole network of pan-entertainment red people, stars, etc., to build a more three-dimensional cooperation system.
Tuted for Tencent Micro-Insurance Marketing Director Li Xiao-chung to share the new ecology of financial brand communication awe of the industry respect users Micro-insurance practice "technology to good, insurance for the people" to make insurance more sense of access and trust micro-insurance in the live, short video direction maverick innovation play, farewell to the past Preaching, intimidating marketing style, through the construction of a certain scene to awaken the user's awareness of insurance, so that the public see the fun, interesting, fashionable side of insurance, subtly changed the previous high-level insurance stereotypes, triggered the user's need for health care resonance, but also opened up a new battleground for insurance education.
because insurance is a "slow decision" product, Insurance Live is not building a new scenario that incites users to spend impulsively, but rather provides a window to help users understand insurance correctly.
For insurance, a user education-driven industry, through live, short video form to allow users to establish a sense of security in a fun environment, is conducive to enhance the user's sense of access to insurance and trust.
Li Xiaocong believes that the new ecological way of spreading financial brands is first awe of the industry, and then respect for users.
Based on this, micro-insurance will uphold the "technology to good, insurance for the people" value, continue to live business deep, in the user's awareness of insurance, attraction, decision-making on the full chain of full release of value, will further explore short video and other media and marketing innovation, through the ability of insurance technology to identify fast, slow users, precision marketing touch, to build a complete set of life-cycle insurance education system throughout the user.
source: Medical Valley.com!-- content presentation ends -- !-- to determine whether the login ends.