分红险预定利率或跌破2％，终身领取型产品40年才回本，产品难推、难卖成常态

Core Viewpoint - The life insurance industry is experiencing a new round of changes in product preset interest rates, leading to a cooling market environment in July, with significant implications for product offerings and sales strategies [2][4][8]. Group 1: Product Changes and Market Reactions - Several life insurance companies have begun to quietly lower the preset interest rates for dividend insurance products since June, with some products seeing a reduction from 2% to 1.5% [4][6]. - The market is witnessing a trend where products with a preset interest rate of 2.5% are being phased out ahead of the third quarter, indicating a broader industry shift towards lower guaranteed returns [4][6]. - Sales personnel are actively promoting products before they are discontinued, but customer responses have been lukewarm, reflecting a lack of interest in lower-yielding insurance products [2][3][8]. Group 2: Industry Challenges and Strategic Shifts - The insurance industry is facing multiple challenges, including increased risk of interest rate differentials, changing customer demands, and intensified competition in a low-interest-rate environment [7][9]. - Companies are exploring new growth paths and transformation directions, such as emphasizing product functions over yield, and integrating services into insurance offerings to enhance customer loyalty [10]. - The overall premium income for the life insurance sector has declined, with a reported drop of 2.63% year-on-year in the first quarter, indicating a shift in market dynamics and customer investment behavior [8][9].