流量、增量“两手抓” 险企多元化布局销售渠道

Core Insights - Insurance companies are increasingly exploring diversified sales channels, focusing on internet and brokerage platforms to capture new customer growth and enhance market penetration [1][5] - The shift towards online channels is driven by the saturation of traditional sales channels and changing consumer behavior, necessitating a strategic pivot for insurers [1][2] Group 1: Channel Development - Major insurance companies are actively establishing a presence on internet platforms like Xiaohongshu and Douyin, utilizing educational content to attract customers and drive sales [1][3] - Brokerage channels are being leveraged by firms like CITIC Securities and Ping An Securities, which have introduced insurance service sections in their apps, focusing on products like dividend and health insurance [1][3] Group 2: Customer Engagement and Strategy - Different channels require tailored strategies, as customer characteristics vary significantly across platforms, increasing operational complexity for insurers [3][4] - The internet platform has shown potential for high-value sales, with one company reporting a billion-yuan policy sold through online channels, indicating a growing trend in investment-type insurance products [2][3] Group 3: Challenges and Considerations - The fragmented attention of online users poses challenges for building deep trust and effectively selling high-ticket insurance products, which traditionally rely on face-to-face interactions [4][6] - Insurers must balance channel development with compliance and risk management, embedding risk control measures into their digital transformation processes to protect consumer rights while pursuing growth [5][6]