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Three things distinguish Ping An's operating model from that of a standard insurer: its vast platform of services; its approach towards its hundreds of millions of users and customers; and, underpinning it all, its technological prowess. Take its array of subsidiaries first. The firm sells life and health insurance, which in the first three quarters of the year accounted for 67% of net profit. It provides health care through Good Doctor, its digital-medicine group. Customers can park their cash with Ping An's bank or invest it through Lufax, its wealth-advisory arm (which listed in New York on October 30th). They can buy a car or sign up for education services, and then finance the payments through Ping An's consumer-credit unit.
平安的運營模式與標準保險公司有三點區別：其龐大的服務平臺；對待數億用戶和客戶的方式；還有支撐這一切的——它的技術實力。先看它的一系列子公司。該公司銷售人壽和健康保險，在今年前三季度占凈利潤的67%。它通過旗下的數字醫藥集團“好醫生”提供醫療保健服務。客戶可以將現金存入平安銀行，也可以通過平安旗下的財富咨詢機構“陸金所”(10月30日在紐約上市)進行投資。他們可以買車或報名參加教育服務，然后通過平安的消費信貸部門支付費用。
The sheer breadth of services on offer allows Ping An to treat customers more as a social-media firm would, rather than an insurer—the second distinctive feature of its business model. Unusually for a financial institution, Ping An considers the majority of people buying its products to be users instead of customers. They may buy a health service from Good Doctor or a car from Autohome, its car-purchasing app, contributing to the company's data pool, yet remaining outside its core customer base. "You don't have to jump through hoops. All you need to do is download our app," says Jessica Tan, one of the group's three co-chief executives. Only when they hold a financial product at one of the core units of the company, such as an insurance policy, do users become customers.
平安所提供的服務的廣度使平安能夠像社交媒體公司、而不是像保險公司一樣一樣對待客戶，這是其商業模式的第二個顯著特征。與金融機構不同的是，平安認為購買其產品的大多數人都是用戶而不是客戶。他們可能會從“好醫生”那里購買一項醫療服務或者從其汽車購買應用程序Autohome那里購買一輛汽車為公司的數據池做出貢獻，但仍處于其核心客戶基礎之外。“你不需要經歷重重困難，你所需要做的就是下載我們的應用，”該集團三位聯席首席執行官之一杰西卡·譚表示。只有當他們在公司的一個核心部門持有金融產品(比如保險單)時，用戶才會成為客戶。
By allowing hundreds of millions of people to dip their toes in its product offering, Ping An has created a pool of users that can be targeted for sales of more sophisticated products. More than 578m people used its platform in the first nine months of the year. Some 214m were customers who had contractual agreements with the company. The rest were considered users. In the first half of the year, about 35% of its 18m new customers were sourced from its users. As the company has won over more users, that percentage has risen steadily in recent years.
通過允許數億人參與其產品供應，平安創建了一個用戶群體，這些用戶可以面向更復雜的產品銷售。今年前9個月，超過5.78億人使用了其平臺，約2.14億用戶與該公司簽訂了合同協議，其余的人則被認為是使用者。今年上半年，其1800萬新客戶中有35%來自其用戶。近年來隨著該公司用戶量的增加，這一比例一直在穩步上升。
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