移动营业厅也卖保险？通信运营商正在切入保险分销新场景

Core Insights - China Mobile has launched two insurance products, "Mobile Medical Insurance" and "Mobile Family Insurance," in select offline service centers, marking a significant move towards integrating insurance into its service offerings [1][2] - The insurance products are designed to leverage China Mobile's extensive customer base and service frequency, aiming to create a "communication + finance + life services" ecosystem [1][4] Product Overview - "Mobile Medical Insurance" focuses on basic medical coverage and cost reimbursement, with annual fees ranging from 199 yuan to 699 yuan [2] - "Mobile Family Insurance" targets comprehensive family protection and daily risk management, with annual fees between 69 yuan and 199 yuan [2] Strategic Positioning - China Mobile's entry into the insurance sector is supported by its long-standing involvement in insurance brokerage since 2001, establishing a foundation for its current offerings [2][3] - The company has developed a product matrix that includes personal accident, health, and family property insurance, differentiating its offerings by closely aligning them with communication and daily life scenarios [3][4] Channel Advantages - China Mobile utilizes its insurance brokerage license to implement its insurance business, allowing it to embed insurance into its core operations without assuming underwriting risks [4] - The company benefits from a vast user base, stable app engagement, and extensive offline service center coverage, enabling low-cost access to underserved markets [4][5] Technological Integration - Advanced technologies such as 5G, big data, and AI support precise pricing, intelligent underwriting, and fraud prevention, facilitating a seamless integration of insurance into communication services and other digital platforms [5] Market Context - The insurance market in China is rapidly evolving, with significant growth potential, particularly in internet insurance, which aligns well with China Mobile's strategic objectives [3][9] - The telecommunications industry is facing challenges such as user growth slowdown and increased competition, prompting operators like China Mobile to explore insurance as a new growth avenue [9] Competitive Landscape - Other major telecom operators in China, including China Unicom and China Telecom, are also entering the insurance market, albeit with different strategies and levels of engagement [7][8] - China Mobile's approach appears more integrated and robust compared to its competitors, maintaining a strong presence in the insurance sector without showing signs of decline [8]