分红险成保险“开门红”主角！“开门红”营销逻辑彻底重构，业内人士提醒：关键看投资能力,不是看演示

Core Viewpoint - The insurance industry is witnessing a significant shift towards dividend insurance products as the main focus for the "opening red" marketing campaign in 2026, driven by low interest rates on fixed-income products and the competitive advantages of dividend insurance [1][2][9]. Group 1: Market Trends - Dividend insurance products are becoming the absolute mainstay of the "opening red" market, with over 70% of clients now actively inquiring about these products due to declining fixed-income product attractiveness [2][10]. - The current five-year bank deposit rate has dropped to 1.3%, while low-risk investment returns hover around 2%, making the guaranteed returns of 1.5% to 1.75% from dividend insurance more appealing [2][10]. - As of October, dividend insurance products accounted for 47.80% of all life insurance products and 48.32% of annuity insurance products available for sale [3][11]. Group 2: Product Differentiation - Insurance companies are innovating in product design and value-added services, with some extending the maximum insurable age for certain annuity products to 75 years, breaking traditional age barriers [4][12]. - Flexible payment and benefit collection options are being introduced, allowing for tailored financial planning for different families [4][12]. - The entry threshold for some products has been significantly lowered, such as reducing the one-time payment requirement from 200,000 to 100,000, making it more accessible for average families [4][12]. Group 3: Integration of Services - The integration of insurance with health and wellness services is emerging as a new competitive arena, transforming dividend insurance from a standalone product into a gateway for various services [5][13]. - Companies like Xinhua Insurance are developing comprehensive service ecosystems that include medical, health, and financial services, enhancing the overall value of their products [5][13]. - The broad connection of products and services is helping companies meet diverse customer needs and expand into a more comprehensive ecosystem beyond mere risk compensation [5][13]. Group 4: Sales and Regulatory Challenges - The complexity of dividend insurance products poses challenges for sales personnel, who must effectively communicate the product's design and investment logic to consumers accustomed to guaranteed returns [6][14]. - Regulatory bodies have issued guidelines to ensure that insurance companies balance guaranteed rates with actual investment returns, preventing misleading high projections in competitive practices [6][14]. - The success of dividend insurance during the "opening red" period will largely depend on the investment profitability of insurance companies, necessitating a rational approach from consumers [7][15].