The "smart" Geely announced that it would jointly launch 30 million copies of "epidemic relief" free insurance with Tianan Property Insurance, clearly stating that anyone except Hubei (including foreigners) can receive this insurance, but this disaster marketing show, which will hardly pay any compensation, has set off the public relations crisis of Geely, Volvo, Link and Geometry and their chairman Li Shufu.
Geely's "COVID-19 Insurance" Publicity Map? Source: Geely
Is Geely's "COVID-19 Insurance" controversial? It is not clear whether Hubei car owners can participate in the insurance.
At 2pm on February 22nd, the official WeChat account of Geely Holding Group announced that Epro Insurance, a subsidiary of Geely Holding Group, provided 30 million copies of COVID-19 epidemic protection (including COVID-19 insurance, hospitalization allowance and accidental death insurance for airplanes, trains and subways) free of charge to ensure the safety of Volvo car owners, Geely car owners, Lexus car owners and their immediate family members, national dealer partners, group members and family members.
It is worth noting that in the insurance notice of Volvo Insurance, it is clearly stated that "except for those at the beginning of ID card 42, others (including foreigners) can get it". ID card 42 started in Hubei province, where COVID-19 broke out. At the same time, when filling in the information application form, the owner of Hubei Volvo jumped out of the pop-up window that "this type of insurance does not support people in your area to insure at present".
Across the country, the number of confirmed cases in Hubei accounts for the majority. According to the latest data of national and provincial health committees, as of February 23rd, 19, there were 77,048 confirmed cases in China, including 64,084 cases in Hubei province, accounting for 83. 17%. At the same time, the China Banking Regulatory Commission issued the Letter on Doing a Good Job in the Prevention and Control of COVID-19 Epidemic in the Property Insurance Industry to all property insurance companies and reinsurance companies.
In this context, Geely Holding Group and its sub-brands launched the "epidemic rescue" insurance, even foreign car owners participated in the insurance, but excluded Hubei people who needed the insurance most. This kind of behavior was unceremoniously pointed out by people inside and outside the industry, taking the opportunity to "eat steamed bread with human blood", "regional discrimination" and "use the popularity to engage in marketing and set up a memorial arch".
Twenty-four hours after the "epidemic rescue" insurance event was fermented, on February 23, Volvo's official platform issued an "explanation" on this matter, saying that the incident failed to provide registration services to Wojia in various regions of the country in the first time. Relevant negotiations have been going on. At present, this insurance product has been updated and upgraded, covering the whole continent.
"COVID-19 Insurance" is frequently disputed? Volvo further explained
The editor of CRRC immediately registered the application with Hubei ID number, and the "Not Supported" that popped up before became "Notify the audit result by SMS within three working days".
At the same time, the relevant provisions of the insurance notice have also been urgently revised, and the paragraph "except the beginning of ID card 42" has been revised to "only applicable to customers who meet the conditions for product insurance." The epidemic rescue products are underwritten by Tianan Property Insurance, and the product terms are formulated and explained by Tianan Property Insurance. "
Volvo's operation seems to have cleared itself from the "epidemic marketing" incident, but the revised insurance notice is still vague about whether Hubei car owners can participate in the insurance. On this matter, CRRC called Che Yanhua, vice president of Volvo Greater China, and Che Yanhua said that it was not convenient to answer the phone.
Before and after amending the insurance notice
Geely, Volvo, Lectra, Geometric "Rollover"? Public welfare activities become "public relations disasters"
The "epidemic rescue" insurance incident quickly "overturned". When the outside world pointed the finger at Volvo, few people noticed that the same plot was also staged in other sub-brands under Geely Holding Group.
On February 22nd, when the owner of Hubei Geely /Link/Geometry came to Cheyoubao (the product of E-guarantee) to claim the insurance, the window "Dear Hubei citizens, your health care products are still under development" popped up. When people inside and outside the industry criticized Volvo, Che Youbao quickly revised sensitive information without making any statement. February 23, editor of CRRC. You can apply for insurance by registering your Hubei ID card. After the information is submitted, the previous "still under development" pop-up window disappears and is replaced by a successful application.
It is worth noting that Hubei ID card has never bought any brand of Geely Holding Group. For the "epidemic rescue" insurance, Volvo car owners still need to be audited. There are many uncertainties in the process of auditing, and customers of Geely, Link and Geometry receive it directly. However, in the special description of Cheyoubao page, like Volvo, it is clear that only those who meet the insurance conditions can apply, and the final interpretation right belongs to Tianan Property Insurance.
CRRC noted that on the day of the incident, Geely Holding Group publicly stated that its Yibao Insurance provided 30 million insurances for free, but Tianan Property Insurance covered Volvo car owners, Geely car owners, Lexus car owners, geometric car owners and dealers, and the relevant pages did not indicate that "the right of interpretation belongs to Tianan Insurance". However, when the incident was pushed to the forefront, the words "the right of interpretation belongs to Tianan Insurance" were added to the relevant pages.
Tianan Property Insurance is the fourth property insurance company in China. According to China Bond Credit, in the first three quarters of 2065438+2009, Tianan Property Insurance's investment income decreased by 107.56% year-on-year, resulting in a net profit loss of 2.924 billion yuan in the same period. It is difficult to realize the remaining assets of the company, with great liquidity pressure and difficult profit. China Credit also pointed out in the report that auto insurance is the main source of Tianan property insurance business income. In the first three quarters of 2065438+2009, the original insurance income of Tianan Property Insurance reached 1 173 billion yuan, a year-on-year increase of 1.25%.
Tianan Property Insurance employees told CRRC that the "epidemic peace of mind" insurance is not only aimed at Volvo, Geely, Link and Geometric old car owners. Before the deadline, as long as they buy a car that cooperates with Geely Holding Group, they can apply for the premium for free.
Some insiders believe that Geely Holding Group and Tianan Property & Casualty have joined hands, taking advantage of the epidemic situation and using the guise of public welfare insurance to collect money.
"The most serious epidemic is Hubei. There are few COVID-19 patients outside Hubei. Among a small number of patients, there are even fewer car owners who own Volvo, Geely, Lexus and Geometry. Insurance companies focus on profit and eliminate Hubei car owners. It can be said that most of the hidden dangers in the future have been ruled out, saving a lot of money, and participants have also made a marketing that does not lose money. " An industry insider told CRRC reporter. Com, "I just didn't expect to announce the gift of insurance that afternoon, but I was spit out at night. The insurance prospectus that was forced to be revised the next day also gave the right to speak to the partners. From thinking about profit, to losing the wife and folding the soldiers, the participating companies have not come to a good end in this wave of marketing events. "
In addition to the epidemic insurance launched by subsidiaries of Geely Holding Group, Tabor and Ping An Property Insurance have launched three insurance packages with different price points and no geographical restrictions, ranging from 29.9 yuan to 139.9 yuan; Dongfeng Shen Feng, together with Ping An Property Insurance, gave car owners a free sickness insurance fund of 200,000 yuan a year (including COVID-19), which did not turn into a "public relations disaster" like the Group.
Li Shufu
Rub N95 hotspot? Geely automobile manufacturing concept
It claims to provide 30 million yuan of insurance free of charge, but it is not going to pay for it, because there are not many confirmed patients in COVID-19 in other regions except Hubei, and it is still declining. According to the data of the National Health Commission, there were 18 newly diagnosed COVID-19 patients outside Hubei Province on the 22nd.
In the shadow of the epidemic, Geely Holding Group put this extremely "smart" idea into action-excluding the people in the hardest hit areas, the group should achieve fame and fortune, which is not just the marketing of "epidemic relief".
In the official account of WeChat, Geely Automobile announced that it would get 30 million copies of guarantee for free, and Geely Automobile also said that it would replace the "CN95 air filter of vehicle regulation level" for all Geely automobile owners free of charge, saying that "Geely Automobile [CN95 high-efficiency composite air conditioner filter of vehicle regulation level] passed the test of China Automotive Technology and Research Center and became the CN95 filter with the highest official certification No.001".
According to public information, the concept of "N95 car" first started from Geely Automobile. On February 4, the epidemic caused many provinces and cities to postpone the date of resumption of work. At this time, Geely Automobile publicly stated that it invested 370 million yuan in the early stage to develop an "all-round health car" with virus prevention function. Since Geely made this move, car companies have followed suit. Many car companies claim to develop "anti-virus" cars, and even some car companies say that their products have N95-level defense.
In fact, the principle of most car companies, including Geely Automobile, is to develop a new intelligent air purification system by upgrading air conditioning filter elements to prevent and filter bacteria and viruses from entering the car through the air intake, so as to achieve the purpose of "N95-level" filtration of vehicles. However, many models of 65438+100000-1.50000 are equipped with air purification devices, even all of them are standard. This common configuration quickly became popular in the shadow of the epidemic, but can this configuration really prevent viruses?
China Automotive Research Huacheng Certification (Tianjin) Co., Ltd. (hereinafter referred to as "Huacheng Certification") launched the first CN95 certification in China (that is, classification certification of filtration efficiency of automobile air-conditioning filters, hereinafter referred to as "CN95 certification"). Kodak micronAir? The official immediately published an open letter to the industry in China auto filter, which said: Our company has confirmed with the Secretary-General of auto filter Professional Committee of China Automobile Industry Association that the N95 certification standard of this automobile "mask" is neither the automobile industry standard nor the group standard of the filter professional Committee of China Automobile Association, but the standard of the testing organization's own enterprise.
Cui Dongshu, Secretary-General of the National Passenger Car Association, thinks that if automobile enterprises can effectively improve the air quality inside their cars with the help of the hot word "N95", it is worth promoting, and it is even more commendable to invest heavily in developing an "all-round healthy car" with virus prevention function. However, enterprises should be more cautious and more accurate when using "N95" for publicity, otherwise it will not only fail to achieve good publicity effect, but also easily lead to unnecessary troubles.
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.