2026“开门红”观察：银行营销转向 分红险站上“C位”

Core Viewpoint - The shift from traditional savings to insurance products, particularly dividend insurance and annuity insurance, is a response to declining deposit interest rates and reflects the challenges faced by consumers in a low-interest-rate environment [1][2]. Group 1: Market Trends - Banks are transitioning their marketing strategies from promoting savings accounts to recommending insurance products as deposit rates decrease [1][3]. - Dividend insurance has become a favored product due to its "guaranteed return + floating dividend" model, which appeals to consumers seeking stable long-term returns [2][4]. - In 2025, the sales of dividend insurance and annuity insurance saw a significant year-on-year increase, indicating a growing trend in consumer preference for these products [2][3]. Group 2: Product Features - The recommended dividend insurance product has a three-year reserve period with a potential annual compound return of approximately 3.2%, which is competitive compared to current deposit rates [2][3]. - Dividend insurance offers a combination of fixed returns and uncertain dividend returns, making it attractive for consumers willing to accept some risk for potentially higher returns [3][4]. - The insurance products are designed to cater to different customer needs, with fixed return products suitable for risk-averse clients and dividend insurance for those seeking long-term growth [3][4]. Group 3: Industry Dynamics - Major insurance companies are focusing on dividend insurance as a core product, leading to a notable increase in its market share within the life insurance sector [3][4]. - In the first half of 2025, the revenue from ordinary dividend insurance reached 157.7 billion, marking a 12% increase year-on-year, and its share of total life insurance revenue rose from 15% to 16.3% [3][4]. - The promotion of dividend insurance is expected to enhance the performance of insurance companies in the upcoming "opening red" period, as it aligns with consumer preferences for guaranteed and potentially higher returns [4].