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China Petrol Station Open Call

China Petrol Station Open Call


China is one of the fastest growing insurance market worldwide with huge upside potential due to demand size and current low level of insurance products penetration.

Generali Group has expanded its footprint in Asian markets and is one of the leading foreign JV players in China. Present in the Life segment since 2002 and in the Property and Casualty segment since 2007, Generali operates in China in partnership with China National Petroleum Corporation (CNPC).

Generali is looking to sell motor insurance policy in China directly to customers through CNPC nation-wide network of retail petrol stations. The challenge is developing an innovative business model (Offline-to-Online) supported by a simple technological platform enabling customer and data acquisition directly at the petrol station.

The Offline-to-Online (O2O) business operating model needs to satisfy three core needs:

Objectives include, but not limited to the following:
  • Simple Interface: User Friendly and Clear Explanation of Benefits
  • Deliver compelling and well-differentiated customer service offerings
  • Enhance customer experience and interactivity
  • Build strong customer loyalty, customer brand ambassadors, and insurance-eco-system
  • Solidify brand awareness and affinity
  • Strong awareness of Chinese consumer habits, behavior and attitudes
Customer journey typically comprise of series of key steps as follows:
  • Research and Quotation
  • Consideration, Acceptance, and Purchase
  • Claims Servicing
  • Fulfillment and Retention
  • Up-sell/Cross-sell
  • Brand and Marketing Promotion
Objectives include, but not limited to the following:
  • Data and Information capture at the Petrol station
  • Customer acquisition gateway and access
  • Facilitate ease, accuracy, and holistic customer engagement and validation
  • Improve internal operational work efficiency and reduce cost of labour
  • Facilitate staff on-the-job learning and internal communication
  • Differentiate Generali from other non-life insurers in the market
  • Ensure brand consistency and cohesion across both online and offline media channels
Day-to-day delivery of an integrated back-end Insurance manufacturing value chain
  • Product Management
  • Marketing and Promotion
  • Sales & Distribution
  • Underwriting & Risk Management
  • Policy Acquisition & Servicing
  • Claims Management
  • Finance & Accounts
Longer-term business model rollout with a Pan-China implementation across the following territories:
  • 22 provinces - Anhui, Fujian, Gansu, Guangdong, Hainan, Hebei, Heilongjiang, Henan, Hubei, Hunan, Jiangsu, Jiangxi, Jilin, Liaoning, Qinghai, Shaanxi, Shandong, Shanxi, Sichuan, Yunnan, Zhejiang
  • 5 Autonomous regions - Guangxi, Inner Mongolia, Ningxia, Xinjiang, Tibet
  • 4 Municipalities -Beijing, Chongqing, Shanghai, Tianjin
  • 2 Special Administrative Region - Hong Kong, Macau
An O2O platform with integrated IT systems that will allow both customer and insurance operational teams to interact effortlessly and effectively with one another. Some considerations as follow: End-user experience
  • Simple and easy-to-use
  • Chinese and English Language Option
  • Real-time interaction
  • Mobility (GPS/ WIFI)
  • Multiple-device (i.e. desk-top, mobile phone, ipad etc)
  • Access to Chinese social networks
  • 24/7 (i.e. twenty-four hours a day, seven days a week; all the time)
IT platforms could include, but not limited to the following tools and systems:
  • Capture of information at the petrol station
  • Pricing Underwriting tool
  • Customer Relationship Management (CRM) system
  • Centralized Customer Data Storage and Management system
  • Knowledge Management and Learning Portal
  • Social Marketing tool (e.g. Wechat/ Weibo/ APP)
  • Customer Service tool (e.g. Wechat/ Weibo/ APP)
  • Insurance eco-system (e.g. Games, co-branding)

Key Dates

Call Opens Submission Deadline Participants Selection Pitching Day
September 28, 2015 October 25, 2015 2 November, 2015 6 November, 2015