深圳是改革开放的最前沿，经济金融领域的转型与突破多从那里开始。这一次，新一轮金融服务的转型又从深圳开始发酵，参与转型的是两家诞生于深圳的金融巨头：中国第一家股份制保险企业中国平安(601318,股吧)(601318.SH，02318.HK)，以及中国第一家完全由企业法人持股的股份制商业银行招商银行(600036,股吧)(600036.SH，03968.HK)。

Shenzhen is at the forefront of reform and opening up,Economic transformation and breakthrough of the financial sector more from there.This time,A new round of the transformation of financial services to and from shenzhen to start fermentation,Participate in the transformation are two financial giants was born in shenzhen:China's first joint-stock insurance company ping an(601318,stocks)(601318. SH,HK),And the first completely by the enterprise as a legal person in China holding joint-stock commercial bank China merchants bank(600036,stocks)(600036. SH,HK).

　变革势在必行 It is imperative to change

　　日前，平安牵手两大互联网企业，与阿里巴巴和腾讯(00700.HK）联手成立的众安在线财产保险公司已获保监会批复同意筹建，该公司可以通过互联网销售保险产品，主要从事与网络安全、电子商务等相关的虚拟财产保险业务。

recently,Peace in hand two big Internet companies,With alibaba and tencent(HK)All teamed up online property insurance company has to get approval letter from the circ,The company can through the Internet sales of insurance products,And is mainly engaged in network security/Virtual property insurance related to electronic commerce.

　　平安之所以进军互联网金融保险业务，主要原因是其既看到了传统保险销售的瓶颈，又看到了网上卖保险的机遇。

Peace is to enter the Internet financial insurance business,The main reason is that its already saw the bottleneck of traditional insurance sales,And saw the opportunities online sell insurance.

　　2012年，保险业产险保费同比维持正增长，但增速较2011年明显下滑，尤其是受制于新车销量下降，平安产险的新单保费增速遇到瓶颈。尽管2012年产险保费收入达988亿元，同比增长18.6%，但据中信建投估算，从2010年开始，平安接近70%的保费收入都是依靠续期保费拉动，新增保单的乏力不仅意味着其传统销售渠道越来越窄，还将直接影响到未来五年的保费增速。

In 2012,,Insurance, property insurance premium to maintain positive growth over last year,But growth is falling sharply in 2011,Especially in new car sales fell,Ping an property of new insurance premium growth encountered bottlenecks.Despite its insurance premium income of 98.8 billion yuan in 2012,Up 18.6% from a year earlier,But according to citic jiantou estimates,Starting in 2010,Peace is close to 70% of the premium income driven by renewal premium,New policy of the lack of power means not only the traditional marketing channel is more and more narrow,Will directly affect the premium growth over the next five years.

　　公开资料表明，中国的网络保险目前已有300多亿元的规模，年均增速超过200%，但网上保险直销在整个保险销售渠道的比例则不足5%，远低于欧美发达国家平均水平。

Access to information show that,China's Internet insurance at the current size of the more than 300 300 yuan,Average annual growth rate of more than 200%,But the proportion of online insurance marketing in the whole sales channel is less than 5%,Average is far lower than the European and American developed countries.

　　无独有偶，近年存贷款业务发展势头迅猛的招行，则嗅到了互联网给银行带来的冲击和挑战。

similarly,In recent years, booming in the bank deposit and lending business,The smell the Internet impact and challenge to the bank.

　　银行最直接的威胁就是来自像阿里金融这样的互联网金融企业。公开数据显示，截至2012年9月份，阿里巴巴旗下的阿里金融发放的小额贷款规模超过260亿元，累计为13万客户提供融资服务，而不良贷款率仅为0.72%。参照2012年三季度16家上市银行不良贷款率，阿里金融低于多数上市银行。

Bank is the most direct threat from Internet like ali financial financial enterprises.Public data shows,As of September 2012,Alibaba's ali financial lending for small scale more than 26 billion yuan,Provide financing services for 130000 customers,The non-performing loan ratio is only 0.72%.With reference to the third quarter of 2012, 16 listed Banks non-performing loan ratio,Ali financial below most of the listed Banks.

　　在阿里巴巴集团主席和首席执行官马云看来，依托阿里巴巴电子商务所积累的庞大的数据库和信息流，阿里金融所做的金融业务不是要与银行的存贷业务一争高下，而是要发动一场金融的革命，彻底转变传统的银行金融服务模式。

It seems to alibaba group chairman and chief executive jack ma,Relying on alibaba e-commerce accumulated huge database and information flow,Ali did financial financial business is not to compete with bank loan business,But to launch a financial revolution,Thoroughly changing the traditional bank financial service pattern.

　　居安思危，在互联网金融逐渐繁荣的今天，银行的转型势在必行。虽然目前互联网金融企业的金融业务还不足以撼动银行的传统业务，但银行向互联网和移动支付的转型已是迫在眉睫，谁走在前面，就意味着谁将在未来的金融市场竞争中抢先一步。中信建投银行分析师杨荣认为，招行在与手机制造商和电信运营商的合作上，已经走在了其他银行的前列。

In time of peace prepare for war,In today's Internet financial prosperity gradually,Bank's transformation is imperative.Although the Internet financial enterprise financial business will not be enough to shake the bank of traditional business,But the Banks to the transformation of the Internet and mobile payment is imminent,Who walk in the front,Means who will be in the future competition in the financial markets stepped forward.Citic jiantou Yang Rong think bank analyst,China merchants in cooperation with handset makers and telecom operators,Has been in the top in other Banks.

　　颠覆传统金融服务 The traditional financial services

　　在保险营销员看来，拓宽销售渠道和增强客户粘性在保险销售中尤为重要，而互联网企业就有着这方面天然的优势。平安选中阿里巴巴和腾讯，正是看中了阿里巴巴的电子商务渠道和腾讯的社交网络平台。

It seems to insurance marketing staff,Broaden the sales channels and enhance customer stickiness is especially important in insurance sales,And Internet companies have natural advantage.The alibaba and tencent,It is took a fancy to alibaba's e-commerce channels and tencent's social networking platform.

　　财报显示，截至2012年上半年，阿里巴巴的注册用户超过7600万名，其中中国交易市场5081.51万名，近五年来年化增长率22%；其次，阿里巴巴还拥有着中国最大的小企业客户群，企业商铺超过1000万个，其中中国交易市场778.84万个，近五年来年化增长率37%，阿里巴巴占据了中国B2B电子商务市场超过60%的份额。

Results showed that,By the end of the first half of 2012,Alibaba's more than 76 million registered users,The Chinese market in 50.8151 million,Nearly five years in the growth rate of 22%;The second,Alibaba also has China's largest small business customers,Enterprises more than 10 million shops,The China market in 7.7884 million,Nearly five years in the growth rate of 37%,Alibaba account for over 60% of China's B2B e-commerce market.

　　而截至2011年底，腾讯通信平台活跃账户达7.21亿户，最高同时在线账户达1.53亿户；Qzone作为中国领先的SNS平台，在2011年底拥有5.52亿活跃用户；朋友网2011年底活跃账户2.02亿户。腾讯构建的跨通信、SNS及社交媒体的多平台社交网络，正是中国平安保险营销所需要的数量庞大的粘性较高的客户群体。

And by the end of 2011,Tencent's 721 million active accounts households communication platform,153 million the highest online accounts at the same time households;Qzone as China's leading SNS platform,At the end of 2011 has 2011 active users;Friends network 2011 active accounts at the end of 202 million.Tencent building across communication/SNS platform for social networks and social media,It is China's ping an insurance marketing needs a large number of high viscosity of customer group.

　　而刚刚获批的众安在线财险主打网络安全牌，其销售前景也被业内人士看好。《2012年中国网站可信验证行业发展报告》显示，截至2012年6月底，31.8%的网民，即有约6169万的网上消费者曾在网上购物时遭到过欺诈，有33.4%的网民损失金额在500元-2000元之间，每年因网络欺诈给网民造成的损失不低于308亿元，而目前中国保险业在网络欺诈赔付方面的服务才刚刚起步。若众安在线推出涉及针对网络虚拟财产的保险产品创新，或将在互联网金融领域开创一个巨大的新市场。

And has just approved the Ann online insurance main network security token,Its sales outlook is also favored by the industry.[Trusted authentication industry development report on Chinese web sites in 2012]According to,By the end of June 2012,31.8% of Internet users,About 61.69 million online consumers who suffered fraud when shopping online,33.4% of Internet users loss amount is in 500 yuan - 500 yuan between,Every year for Internet users for network fraud losses are not less than 30.8 billion yuan,Now, China's insurance industry in the aspect of network fraud claims service has just started.If the online launch involves Ann on network virtual property insurance product innovation,Or will usher in the field of Internet finance a huge new market.

　　这个新的巨大市场就源于对传统保险业务的突破，也反映出平安董事长马明哲对颠覆传统商业模式的渴望。他在2013年年初的一次讲话中曾指出，平安要做的，就是要主动出击跑赢现代科技企业，发展出具有颠覆性的商业模式。

The huge new market is due to the breakthrough of traditional insurance business,Also reflects peace, chairman of Mr Ma's desire to overturn the traditional business model.In 2013, he pointed out in a speech earlier this year,Safe to do,Show initiative is to beat the modern science and technology enterprises,Develop disruptive business model.

　　平安正在颠覆，而同样有着深圳改革血统的招行也在突破创新。

Peace is upending,And the same with shenzhen zhaohang also in breakthrough innovation reform descent.

　　招行行长马蔚华在2012年的一次会议上曾讲道：“以脸谱网为代表的互联网金融形态，将影响到将来银行的生存，今后互联网会给银行带来更大的冲击，银行的许多传统业务可能不会存在了。”

CMB's President in 2012, Mr Ma has said at a conference:"Facebook on behalf of Internet financial shape,Will affect the bank's survival in the future,In the future the Internet will bring greater impact to the bank,Many traditional bank business may not exist."

　　鉴于此，招行从2012年初开始，分别推出基于Android和iOS系统的客户端企业手机银行服务，提前布局银行移动支付领域。2012年中报披露，招行通过小企业专属互联网融资服务“网贷易”放款笔数超过7000笔，电子供应链金融交易量年内超过3500亿元，网银结算业务年内交易笔数超过400万笔，交易金额接近7000亿元。

In view of this,China since the beginning of 2012,Respectively based on Android and iOS mobile banking service system of client enterprises,Layout bank mobile payments in advance.2012 NianZhongBao disclosure,Action travel through exclusive Internet service of financing for small businesses"Net credit is easy"More than 7000 individual loan number,Electronic supply chain financial transactions during the year more than 350 billion yuan,Online banking settlement business years of more than 4 million transactions,Transaction value of nearly 700 billion yuan.

　　移动互联网的金融市场究竟有多大呢？据《2012中国电子银行调查报告》显示，2012年全国地级及以上城市城镇人口中，个人手机银行用户比例为8.9%，较2011年增长2.6个百分点，连续三年呈增长趋势；手机银行是用户未来最愿意使用的移动远程支付方式，占45%，44%的人会使用手机上进行第三方账户余额支付，40%的人会使用银行储蓄卡或信用卡快捷支付，38%的人选择银行储蓄卡或信用卡无卡支付。2012年前两季度中国网上银行市场交易额分别达到218.58万亿元和228.87万亿元。

Just how mobile Internet financial markets?According to the[The electronic bank of China survey of 2012]According to,More than 2012 national regional and city in the urban population,Personal mobile banking users was 8.9%,Up 2.6% from 2011,There is a growing trend for three consecutive years;Mobile banking is the user would like to use mobile remote payment in the future,Accounted for 45%,44% of people will use mobile phone on the third party account balance to pay,40% of people will quickly with a bank debit card or a credit card to pay,38% of people choose the bank debit card or credit card without card payment.2012 years ago two quarter of China's online banking market turnover reached 218.58 trillion yuan and 228.87 trillion yuan respectively.

　　金融服务2.0 2.0 financial service

　　从目前的趋势来看，以平安和招行为代表的金融新势力，正逐步从传统的线下金融业务向线上转型，金融服务升级程序已经启动。

Judging from the current trend,In peace and bank as representative's new financial powers,Is gradually from the traditional offline online for financial business transformation,Financial services has been started the upgrade process.

　　工商银行(601398,股吧)(601398.SH，01398.HK)网络融资业务中心副总经理史一文认为，金融服务升级必须通过金融机构内部的大规模协作，必须依托大数据的应用，同时在组织体系上必须加以配套，有集约化的管理。因此，金融服务从1.0升级到2.0需要金融机构对内部管理进行全面数字化整合，这无疑是新挑战。

Industrial and commercial bank of(601398,stocks)(601398. SH,HK)History of network finance business center, deputy general manager of thought,Financial service upgrade must be through mass collaboration within the financial institutions,Must rely on big data applications,At the same time in the organization system must be matched,Intensive management.so,Financial services to financial institutions need to upgrade from 1.0 to 1.0 for the internal management to conduct a comprehensive digital integration,This is a new challenge.

　　而对电子商务营销颇有兴趣的马明哲，正致力于打造这样一种涵盖多种金融服务，贯穿金融业务链条始终的全新销售渠道。经过平安内部几番整合后成立的平安金融科技咨询公司，实际上正是金融业的B2C平台。

Of e-commerce marketing is quite interested in ma,Is committed to creating a cover a wide range of financial services,Throughout the course of the financial business chain and new sales channels.After peace internal peace was established after several integration financial technology consultancy,In fact it is in the financial sector B2C platform.

　　同样，招行也加紧了资源的整合。从过去的“一卡通”到如今的“一网通”，招行大力发展非物理网点，一方面弥补了物理网点的不足；另一方面促进了移动支付模式的发展。

The same,China merchants also stepped up the resources integration.From the past"One cartoon"To now"YiWangTong",China vigorously develop the physical network,On the one hand, make up for the deficiency of the physical network;On the other hand to promote the development of mobile payment model.

　　不管未来前景如何，在金融服务2.0激烈的竞争中，来自深圳的平安和招行已经率先迈出了第一步。

No matter how the future prospects,2.0 the competition in financial services,From shenzhen ping an and China have taken the first step first.