保险“开门红”主打分红险 服务赋能成竞争新维度

Core Viewpoint - The insurance industry is experiencing a competitive "opening red" period in 2026, with dividend insurance products taking center stage, utilizing "hunger marketing" strategies to stimulate consumer purchases and establish a strong performance foundation for the coming year [1][2][3]. Group 1: Sales Strategies - A life insurance company reported that their limited sales dividend insurance product achieved over 60% of its sales target within just four days of launch, indicating strong market demand [1][2]. - The "hunger marketing" strategy, characterized by limited-time and limited-quantity sales, has proven effective in rapidly boosting sales, with premium sales exceeding one hundred million yuan [2][3]. - The dividend insurance products are backed by high-quality assets, such as rental properties and state-owned enterprise projects, which are expected to yield an estimated return of around 3.2% [1][2]. Group 2: Product Features and Market Trends - Dividend insurance products are positioned as having a "fixed + floating" return characteristic, supported by investments in quality assets, which enhances their appeal in the current market [2][3]. - The insurance industry is shifting towards integrating health and wellness services with insurance products, reflecting a broader trend of moving from "risk compensation" to "risk management and services" [3][4]. - In the first three quarters of the year, insurance companies have significantly increased their focus on dividend insurance and floating return products, with China Life's floating return business seeing a more than 45 percentage point increase in first-year premium share compared to the previous year [3][4]. Group 3: Consumer Guidance - Industry experts emphasize the need for consumers to make rational decisions when purchasing dividend insurance, as the actual returns are uncertain and can be influenced by various factors [4][5]. - Consumers are advised to assess their own and their family's risk gaps and understand the implications of guaranteed rates and historical dividend performance before purchasing [5][6]. - The sustainability of the high returns promised through quality asset packaging is questioned, suggesting that insurance companies should focus on long-term development rather than short-term sales strategies [5][6].