从健康体检到生日礼遇：保单之外“第二战场”激战正酣

Core Insights - The relationship between consumers and insurance companies is being redefined, with insurance contracts now seen as the beginning of a long-term service rather than the end of a sale [1] - Insurance companies are increasingly offering a wide range of value-added services to integrate into consumers' daily lives, moving beyond traditional claims processes [1][3] Group 1: Value-Added Services - Companies like Zhongying Life and Great Wall Life are providing over 50 value-added services, including health screenings and access to tax experts, enhancing customer engagement [3][4] - In 2025, Great Wall Life's "AI Home Service" was utilized approximately 43,900 times, with health check-ups and assessments being the most popular services [3] - The VIP services from Fude Life Insurance in Guangxi saw a 1.3 times increase in usage compared to the previous year, with birthday and travel benefits being the most favored [4] Group 2: Industry Trends and Challenges - The insurance industry is shifting from a scale-driven approach to a value-driven model, focusing on customer needs and long-term stability [6][7] - The competition for value-added services is intensifying, allowing non-claiming policyholders to enjoy benefits, which helps improve customer satisfaction and loyalty [6] - The industry faces challenges in balancing service costs and effectiveness, as the expenses for value-added services are often indirectly included in premiums [10] Group 3: Strategic Shifts - The trend of offering value-added services is a response to market pressures, including declining interest rates and increased competition, prompting insurers to enhance customer service [8][9] - Insurers are encouraged to focus on "external development" by expanding coverage, promoting risk reduction, and building service ecosystems [7] - The need for differentiation in services is critical as insurance products become increasingly homogeneous, with value-added services serving as a key competitive strategy [8][9] Group 4: Cost Management and Compliance - Insurers must manage the costs of value-added services effectively to avoid negative financial impacts, ensuring that expenses are fairly distributed across different policies [10][11] - Regulatory oversight is necessary to prevent insurers from using value-added services as a means of disguised rebates, ensuring transparency and compliance [10][11] - The industry is advised to leverage technology and partnerships to enhance service delivery and maintain quality while controlling costs [11][12]