● 本报记者 张佳琳 保险产品成为主推产品 "以前来银行网点，客户经理通常会问'要续存吗？送大米等礼品'。现在则是先问这笔到期的存款着不 着急用，不着急的话他们就推荐保险产品，说是能锁定利率。"准备入手分红险的贾女士说，她明显感 受到银行营销的变化。 小董为贾女士推荐的宏盈人生臻藏版终身寿险（分红型）有三年储备期，投保人可一次性交齐50万元保 费。"三年后就可以赎回，当然也可以把钱一直放在账户里享受每年约3.2%的复利。"小董说。 据小董介绍，该保险产品收益分为固定收益和具有不确定性的分红收益，目前年综合收益率约为 3.2%。值得注意的是，小董强调，与存款产品不同，若客户在三年内赎回该保险产品，可能会亏损本 金。"如果您三年内要用这笔钱，我不建议买保险产品。"小董说。 "以前存款利率在3%以上，没人看得上保险产品，甚至有客户对这类产品很排斥。现在存款利率已腰 斩，保险产品成了香饽饽。"某国有大行北京市丰台区一家支行的负责人告诉记者，2025年银保渠道分 红险、年金险销量出现同比上涨，爆款产品甚至出现"额度很快就没了"的情况。 "保证收益+浮动分红"获青睐 "现在卖得最好的两类产品分别是保险和理财。很多客户来取 ...

Core Insights - The banking industry is shifting its focus from traditional deposit products to insurance products, particularly dividend insurance, in response to declining deposit interest rates [1][2][3] Group 1: Market Trends - Banks are no longer emphasizing deposit renewals but are instead promoting insurance products like dividend insurance and annuity insurance to clients [1][2] - The trend reflects a broader resurgence of the bank-insurance channel, as insurance products offer long-term yield locking advantages in a low-interest-rate environment [1][3] Group 2: Product Details - The recommended dividend insurance products provide a fixed return of 1.75% plus potential floating dividends, appealing to clients seeking long-term value [3][4] - For example, a specific dividend insurance product has a three-year accumulation period with an annual return of approximately 3.2%, with total benefits projected to grow significantly over 20 years [2][3] Group 3: Consumer Behavior - Consumers are increasingly considering insurance products when faced with significantly reduced deposit rates, with many opting for these products if they do not need immediate access to their funds [2][4] - The insurance products are seen as a way to secure current interest rates, making them attractive to clients with a longer investment horizon [2][4]

Core Viewpoint - The shift from traditional savings to insurance products, particularly dividend insurance and annuity insurance, is a response to declining deposit interest rates and reflects the challenges faced by consumers in a low-interest-rate environment [1][2]. Group 1: Market Trends - Banks are transitioning their marketing strategies from promoting savings accounts to recommending insurance products as deposit rates decrease [1][3]. - Dividend insurance has become a favored product due to its "guaranteed return + floating dividend" model, which appeals to consumers seeking stable long-term returns [2][4]. - In 2025, the sales of dividend insurance and annuity insurance saw a significant year-on-year increase, indicating a growing trend in consumer preference for these products [2][3]. Group 2: Product Features - The recommended dividend insurance product has a three-year reserve period with a potential annual compound return of approximately 3.2%, which is competitive compared to current deposit rates [2][3]. - Dividend insurance offers a combination of fixed returns and uncertain dividend returns, making it attractive for consumers willing to accept some risk for potentially higher returns [3][4]. - The insurance products are designed to cater to different customer needs, with fixed return products suitable for risk-averse clients and dividend insurance for those seeking long-term growth [3][4]. Group 3: Industry Dynamics - Major insurance companies are focusing on dividend insurance as a core product, leading to a notable increase in its market share within the life insurance sector [3][4]. - In the first half of 2025, the revenue from ordinary dividend insurance reached 157.7 billion, marking a 12% increase year-on-year, and its share of total life insurance revenue rose from 15% to 16.3% [3][4]. - The promotion of dividend insurance is expected to enhance the performance of insurance companies in the upcoming "opening red" period, as it aligns with consumer preferences for guaranteed and potentially higher returns [4].

Core Insights - The banking industry is shifting its focus from traditional deposit products to insurance products, particularly dividend insurance, in response to declining deposit interest rates [1][2][3] Group 1: Market Trends - Banks are no longer emphasizing deposit renewals but are instead promoting insurance products like dividend insurance and annuity insurance to customers [1][2] - The trend reflects a resurgence of the bank-insurance channel, as insurance products offer long-term yield locking advantages in a low-interest-rate environment [1][3] Group 2: Product Details - The recommended dividend insurance products provide a fixed return of 1.75% plus potential floating returns, appealing to customers seeking long-term value [3][4] - For example, a specific dividend insurance product offers a total account benefit of approximately 54.72 million yuan after five years and 88.02 million yuan after twenty years, highlighting the potential for significant returns over time [2] Group 3: Consumer Behavior - Consumers are increasingly considering insurance products when faced with reduced deposit rates, with many opting for these products if they do not need immediate access to their funds [2][4] - The insurance products are seen as a way to secure current interest rates, making them attractive to clients with a longer investment horizon [2][4]