人身险营销员总数连续5年下降，“客户资源枯竭”成离开主因

Core Insights - The "China Insurance Intermediary Market Ecological White Paper" was officially released on September 16, highlighting the theme of "Long-termism, Forge Ahead" [1][3] - The report indicates a high-quality development trend in China's insurance industry, with a projected increase in total insurance premium income for 2024 [4] Industry Overview - The total insurance premium income in mainland China is expected to reach 5.7 trillion yuan in 2024, with a year-on-year growth rate increasing from 9.1% in 2023 to 11.2% in 2024 [4] - The life insurance premium growth rate is projected to rise from 9.9% in 2023 to 13.3% in 2024, indicating a stable upward trend in both scale and growth rate [4] Workforce Dynamics - The number of insurance marketing agents in life insurance companies has decreased for five consecutive years, dropping to 2.64 million by the end of 2024, a reduction of over 70% from the peak of 9.12 million in 2019 [4] - The decline in the number of agents has shown signs of stabilization, with a smaller decrease compared to the previous year [4] Gender and Age Distribution - The insurance marketing workforce remains predominantly female, with women accounting for 76.94% and men 23.06%, marking the third consecutive year of increasing male representation [6] - The age group of 35-54 years constitutes approximately 68.56% of the workforce, while younger (25-34 years) and older (55 years and above) age groups have seen an increase in representation [8] Educational and Income Trends - The proportion of insurance agents with a bachelor's degree or higher has surpassed 30%, reflecting a year-on-year increase of approximately 3.38 percentage points [8] - The most common monthly income brackets for insurance marketing agents are 3,000-6,000 yuan and 6,000-10,000 yuan, each accounting for around 26% of the workforce, while higher income brackets have seen a decline [8] Regional Concentration - The proportion of insurance marketing agents working in major cities has significantly increased, reaching 59%, a rise of 13.4 percentage points from the previous year [10][11] Challenges and Attrition - A significant 71.8% of insurance marketing agents report increased difficulty and pressure in their work, an increase of about 3.6 percentage points from the previous year [14] - The primary reason for leaving the industry, cited by 66.3% of agents, is "customer resource depletion," which has risen by approximately 6 percentage points compared to last year [20] New Entrants - Despite the attrition of experienced agents, new entrants continue to join the industry, with those in the field for less than 13 months making up 20.23% of the workforce, reflecting a consistent annual growth of 4% in new agent representation [20] - New agents face significant challenges, with nearly 80% completing fewer than 12 policies annually, and 62% earning below 6,000 yuan per month [21]