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].

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]

新华财经北京4月18日电 18日，国家金融监督管理总局公开发布关于推动深化人身保险行业个人营销体 制改革的通知（以下简称通知）。 转自：新华财经 通知提出，压实保险公司主体责任。保险公司应当切实承担保险销售人员合规管理和风险管理的主体责 任。董事会承担个人营销体制发展战略、经营策略及其重大规划制定的最终决策责任；总公司管理层承 担个人营销体制的机制构建、决策执行、风险管理的主要责任；各级分支机构和管理人员根据总公司授 权承担保险销售人员的日常管理责任。保险公司对其委托的保险销售人员的销售行为管理依法承担法律 责任。 编辑：幸骊莎 通知明确，引导保险销售人员职业化发展。保险公司应当优化代理制保险销售顾问的管理机制，逐步构 建支持保险销售顾问长期服务的组织架构、晋升体系和佣金薪酬激励制度。对于隶属于营销团队或参与 营销团队管理发展的保险销售顾问，应当精简优化销售队伍层级，科学合理发放佣金激励，根据承担的 营销、团队管理等不同职能实施相应激励政策，推动销售利益向直接保险销售顾问倾斜。对于自主开展 保险销售活动的独立个人保险代理人，应当建立长期可持续的佣金薪酬激励制度，加强成本和风险管 控，杜绝层级利益。 通知指出， ...