2026年开年首周，保险行业上演"开门红"盛况。 开年以来，A股保险板块集体拉升，截至1月7日，申万保险指数涨幅近10%，新华保险（601336.SH） 涨超18%，多只保险股股价创下历史新高；港股市场亦同步走强，中国人寿（02628.HK）、中国太平 （00966.HK）等涨幅均超15%，南北两市保险股共振走强。 业内认为，保险股行情火热背后，和行业"开门红"业务超预期兑现有一定关系。在居民 "存款搬家" 与 低利率双重驱动下，"保底+浮动收益" 的分红险成绝对主力，演示结算收益率为3%-3.5%的产品，精准 承接储蓄迁移需求；部分险企地区分公司开年首三天期交保费破亿元，有投资者购买百万元的分红型保 单。 南开大学金融发展研究院院长田利辉向时代财经指出，分红险的崛起和银保渠道的价值回归，或标志着 行业正从粗放的规模竞赛，转向兼顾稳健经营与客户价值的深度耕耘。未来的赢家，必将是那些能够将 庞大的销售网络转化为深度服务生态，并以穿越周期的资产配置能力，将保单上的"预期红利"转化为客 户账户实际收益的保险公司。 分红险成主推产品，"开门红"表现普遍超预期 田利辉向时代财经表示，分红险的核心吸引力在于"利率下行周期 ...

Core Viewpoint - The insurance industry is continuing the traditional "opening red" marketing campaign, focusing on dividend insurance products despite a shift away from this concept in recent years [1][4] Group 1: Dividend Insurance Products - During the "opening red" period, several insurance companies are promoting dividend insurance as their main product, with traditional fixed-income products becoming less common [2][3] - The guaranteed interest rate for the dividend insurance products being offered is 1.75%, with overall rates not lower than 3.2% [2] - Notable products include China Life's "Guoshou Xinhongfu" pension insurance, Xinhua Insurance's "Shengshi Rongyao" whole life insurance, and Ping An Life's various dividend insurance offerings [2] Group 2: Marketing Strategies - Insurance companies are employing strategies such as lowering entry thresholds and offering higher yields to attract customers during the "opening red" period [4] - Some companies have reduced the minimum purchase amount for certain products, indicating a competitive approach to increase sales [4] - The "opening red" period significantly impacts annual performance, leading to potential marketing distortions such as exaggerated claims and bundled sales [4] Group 3: Industry Trends and Future Directions - As consumer awareness of insurance increases, traditional short-term marketing strategies are becoming less effective, prompting a shift towards integrating products with comprehensive services [5][6] - Companies are exploring business opportunities beyond traditional policy sales, focusing on health management and retirement services to provide holistic solutions [5] - A long-term customer retention strategy requires a shift from product sales to customer relationship management, emphasizing service experience and efficient claims processing [5][6]

Core Insights - The insurance industry is launching the "开门红" (Opening Red) campaign for 2026, focusing on dividend insurance products despite a trend towards diminishing this marketing concept [1][3] - The main products promoted during this period are dividend insurance, which offers a guaranteed interest rate of 1.75% and a total return of at least 3.2% [1][2] Industry Trends - Multiple insurance companies are introducing dividend insurance products, including China Life, Xinhua Insurance, and Ping An Life, indicating a shift towards these products as a primary offering [2] - The design of dividend insurance, which combines guaranteed benefits with floating dividends, appeals to customers seeking asset appreciation in a low-interest environment [2] Marketing Strategies - Insurance companies are employing various strategies to attract customers during the "开门红" period, such as lowering the minimum investment threshold and offering higher returns [2] - Some companies are providing limited-time offers, with significant reductions in the minimum purchase amounts for certain products [2] Regulatory Environment - Regulatory bodies have expressed concern over potential sales misconduct during the "开门红" period, prompting guidelines to ensure ethical marketing practices [3] - The financial regulatory authority issued a notice in October 2023 to enhance management and promote stable development in the life insurance sector [3] Customer Engagement - The industry is shifting from short-term marketing tactics to a focus on long-term customer retention through improved service experiences [4] - Companies are encouraged to develop a comprehensive product system that meets customer needs throughout their life stages, integrating health management and retirement services [4]