近日，横琴人寿一则"员工制"销售顾问招聘公告引发行业关注：其面向广州、珠海两地招募50名"员工 制"人生规划师，提供正式劳动合同、五险一金、带薪年假等各类员工福利，配套"无责底薪+高额绩 效"的双轨薪酬体系。这一举措被视为中小险企响应监管号召、探索个险营销体制改革的重要尝试。 在保险业高质量发展的背景下，市场对专业化、高素质代理人的需求与日俱增，"员工制"这一模式重新 进入聚光灯下。"员工制"能否成为破解个险营销渠道结构性难题的钥匙？这场关于保险代理人身份转变 的变革，对保险公司来说，又将如何平衡好职业化转型与成本效益的关系？ 传统个险营销模式面临挑战 自1992年个人保险代理人制度引入我国保险市场以来，这一渠道迅速成为行业增长引擎——鼎盛时期保 险代理人数量超过1000万人，推动人身险保费从百亿元级跃升至万亿元级。然而，随着经济周期变化、 行业自身结构性问题的加剧以及监管制度的不断收紧，传统个险营销模式面临不断凸显的现实困 境："大进大出"的增员模式导致人力虚挂、脱落率高企；代理人准入门槛低，系统化培训缺失，销售误 导、夸大收益等违规行为频发，损害行业公信力…… 但也有人吐槽："销售业绩差的愿意转为'员工制 ...

该剧引起了更多公众与从业者对于保险更深层次的认知和讨论，众多主流媒体和行业自媒体也结 合剧情多角度展开保险话题，保险科普知识点鲜活落地。 从党的二十届三中全会到新"国十条"的发布，党和政府赋予保险业在服务金融强国建设和中国式 现代化新征程中全新的历史定位。当下民众对保险的需求日益广泛和深入，然而对于保险的理解 尚有不足，对保险业的认可度也亟待提升。 "我们认为，保险教育不该是保险公司单方面输出，要持续探索更柔性、更能引起共鸣的方式传 递保险的本质初心，唤起公众对于风险保障的主动思考和提前规划"，谈及本次合作，中国太保 寿险总经理助理刘余庆这样说。近年来，中国太保寿险频频打出具有行业引领性的品牌动作，致 力于重塑公众保险认知、增强保险的社会认可度和信任感。 2024年，中国太保寿险就携手SMG《人间世》团队打造了行业首部重疾纪录片，并于"7·8保险 公众宣传日"之际推出，以真实的客户故事传递"保险，让生活更有底气"，引起行业内外广泛关 注。而在本次合作中，中国太保寿险一方面作为《蛮好的人生》行业顾问，在保险相关剧情设 置、角色塑造等方面为主创团队提供顾问意见；另一方面，向该剧剧组约700人提供了团体保险 保障方 ...

Core Viewpoint - China Pacific Insurance (CPIC) is leveraging its partnership with actress Sun Li to enhance public understanding and recognition of the insurance industry through the popular TV series "A Good Life" [3][4][5] Group 1: Partnership and Brand Strategy - CPIC's collaboration with Sun Li stems from her role in the TV series "A Good Life," which focuses on various social issues related to insurance, such as healthcare, retirement, and family finance [3][4] - The company aims to reshape public perception of insurance and increase its social acceptance and trust through innovative branding efforts [4][6] - CPIC has previously launched a documentary on critical illness in partnership with SMG, showcasing real customer stories to promote the message that "insurance makes life more secure" [4][6] Group 2: Impact of the TV Series - "A Good Life" has achieved significant viewership, becoming the highest-rated show on CCTV-8 for the year, with over 1 billion views across platforms [5] - The series has sparked deeper discussions about insurance among the public and industry professionals, leading to increased awareness and understanding of insurance topics [5][6] - The characters in the series reflect the evolution of the insurance industry, highlighting the need for a shift towards a more professional and customer-centric approach [6][8] Group 3: High-Quality Development and Transformation - CPIC is committed to high-quality development, focusing on customer value and the professionalization of its agent workforce as part of its strategic goals [8] - The company emphasizes the importance of a professional, warm, and trustworthy agent team, which aligns with its vision for transforming the insurance business [6][8] - The partnership with Sun Li is seen as a way to enhance the recognition and pride of insurance professionals, promoting a positive image of the industry [7][8]

Core Viewpoint - The personal marketing system reform in the life insurance industry has become a focal point, driven by the recent notice from the National Financial Regulatory Administration, indicating a significant transformation in the industry [1][2]. Group 1: Industry Changes - The traditional individual insurance marketing model is no longer suitable for today's Chinese life insurance market, which is transitioning from acquiring new customers to deepening engagement with existing customers [1][2]. - The individual insurance channel, once a backbone of growth, is facing unprecedented challenges due to economic cycles, structural issues, and tightening regulations [1][2]. - The shift from a quantity-focused approach to a quality-focused approach is evident, with regulatory changes emphasizing the need for professionalization and compliance in the insurance sales process [2][3]. Group 2: Product and Sales Dynamics - The decline in the guaranteed interest rate for traditional life insurance products has diminished their attractiveness, leading to a shift towards more complex products like annuities and dividend policies, which are harder to sell [3][4]. - The introduction of the "reporting and operation integration" mechanism aims to align product pricing assumptions with actual costs, reducing short-term arbitrage opportunities and increasing compliance requirements for sales agents [3][4]. - The insurance sales landscape is evolving from merely selling policies to providing comprehensive solutions that cover the entire lifecycle of clients, necessitating a more professional sales force [4][5]. Group 3: Marketing Model Transformation - The regulatory notice calls for a transformation of insurance sales personnel from traditional sales roles to professional insurance consultants, focusing on long-term client relationships and needs [5][6]. - Leading companies like China Life and Taikang Life are actively promoting initiatives to cultivate high-performing, professional agents capable of wealth management and risk assessment [5][6]. - Taikang's HWP model integrates insurance consulting, medical care, and financial planning, addressing the needs of high-net-worth clients and moving away from traditional sales methods [6][7]. Group 4: Channel Competition and Growth - The reform of the individual insurance channel is reshaping the competitive landscape, with banks and intermediaries also undergoing regulatory changes [8][9]. - The bank insurance channel is experiencing rapid growth, with significant increases in premium income, indicating a shift towards a more sustainable and value-driven approach [9][10]. - Smaller insurance companies and intermediaries are expected to gain market share as they leverage their competitive advantages in providing personalized and differentiated services [10][11]. Group 5: Future Outlook - The ongoing reform in the individual insurance marketing system is expected to optimize the industry ecosystem in the long term, despite short-term challenges [11][12]. - Companies that successfully implement professionalization and provide high-quality services are likely to emerge as winners in the evolving market landscape [11][12].

国家金融监督管理总局出台《通知》主要基于两方面考虑： 其次，优化佣金激励分配机制，避免佣金乱象，发挥激励作用。《通知》提出四方面改革举措：一 是提升销售人员专业化水平，强化全流程管理，完善招募选任、培训、管控、激励等制度。二是引导职 业化发展，优化管理机制，构建长期服务的组织架构、晋升体系和薪酬制度。三是鼓励创新管理体制， 支持员工自愿转为销售顾问，取得资质后销售本公司产品，发掘渠道新动能。四是优化佣金分配机制， 建立以业务品质和服务质量为导向的激励设计和递延发放机制，引导长期留存；针对不同类型人员，建 立合理分配机制，保障合法权益。通过上述措施，构建严格管理模式，促使销售人员提供更专业服务； 佣金递延延长，有利于代理人长期留存，将其作为终身职业，获得稳定收入，推动业务可持续发展。 再次，深化执行"报行合一"，更加有利强化行业监管力度。《通知》要求严格执行"报行合一"，保 险公司需根据产品类型、销售难度、复杂程度及业务方向，审慎合理确定个人代理渠道费用假设；完善 费用分摊机制，统筹总费用与各类费用，明确费用水平和结构；加强费用投放和测算管理，确保分摊合 理、计量准确；强化预算执行刚性约束，加强费用回溯分析，实 ...

Core Viewpoint - The recent issuance of the notice by the National Financial Supervision Administration aims to reform the personal marketing system in the life insurance industry, transitioning insurance sales personnel to "insurance sales consultants" to enhance professionalism and long-term service capabilities [1] Group 1: Current Issues in the Industry - The traditional insurance marketing model has shown significant issues, including an overemphasis on short-term performance, leading to sales personnel neglecting long-term customer service needs and frequent sales misguidance [1] - The overall professional level of agents is insufficient, making it difficult to provide high-quality consulting services to clients [1] - High turnover rates and low professional recognition among agents hinder stability and service quality in the industry [1] Group 2: Proposed Reforms - The notice emphasizes the need for sales personnel to possess high levels of professional knowledge and focus on maintaining long-term customer relationships and service improvement [1] - To ensure the success of the reform, insurance companies should implement systematic and standardized training mechanisms, enhancing the professional training of sales personnel [2] - Companies should optimize commission incentive mechanisms, designing a reasonable commission deferral scheme to maintain agents' income stability while encouraging a focus on long-term client interests [2] Group 3: Supportive Measures - Establishing a comprehensive professional honor system and social security mechanisms is crucial, as insurance sales involve high emotional investment and significant mental pressure [3] - Non-economic incentives such as honor titles and public recognition can enhance agents' social status and professional pride [3] - Implementing social security policies to support agents in participating in social insurance and obtaining residence permits can improve their sense of professional identity and belonging [3]