在很长一段时间里，保险行业的营销依赖于庞大的人力投入、高频电话呼叫以及线下陌生拜访，效率与 体验之间始终存在矛盾。 进入内容时代，这一矛盾被进一步放大。在短视频流和社区内容中，保险营销往往陷入两难：强调销 售，用户迅速划走；强调专业，又难以在碎片化阅读中形成理解与信任。 如何与用户建立一种稳定、可持续的良性连接，成为保险公司在数字化时代中必须回答的问题。 正是在这样的背景下，平安产险于2024年启动数字营销项目，将新媒体与数字化能力建设，提升至产险 经营的关键位置，力图在存量竞争时代，探索一条新的增长路径。 以IP为抓手：数字营销矩阵的搭建 过去，保险营销高度依赖业务员与传统广告，客户感知往往是单次、被动且同质化的。要让数字营销成 为驱动增长的核心引擎，必须改变这种单向输出的模式。 平安产险给出的解法是"IP化运营"。 基于对用户高频场景的拆解，平安产险将健康、出行、家财、宠物确立为重点方向，并据此构建 起"6+1"布局。"1"指代稳固的车险基本盘；"6"则指向非车险领域的六大垂直IP：医无忧、平安逸家、 平安行、平安24、家无忧、宠无忧。 平安产险的数字营销转型 保险产品的决策周期长、专业门槛高，用户往往需 ...

2026年1月15日-16日，2025第六届TBI杰出品牌创新节在上海举行，备受瞩目的TBI杰出品牌创新奖获奖结果也已正式揭晓。 本次评选得到来自331家品牌、247家服务商的参与，参赛公司数达到578家，创新作品1744件。经过激烈角逐，中国平安营销短剧《霞客行》凭借其在短剧 营销的卓越表现，从众多参赛作品中脱颖而出，获2025第六届TBI杰出品牌创新奖年度营销案例奖整合营销组"金奖"。 TBI杰出品牌创新奖（Top Brand Innovation Awards）是中国极具影响力的综合性权威荣誉。奖项深度关注数字时代的品牌增长路径，聚焦以创新理念赋能创 建、维护与价值增长的完整链路，旨在发掘并致敬兼具创新魄力、前瞻视野与实用价值的品牌典范、优质产品、标杆案例及实力服务方。 为确保评选的权威性、专业性与公正性。TBI组委会构建了严谨且充满思辨的评审体系。本届评审团由136位行业专家构成，来自拜尔斯道夫、雀巢、星巴 克、资生堂、格力电器、飞利浦、海龟爸爸、江南布衣、名创优品、奥乐齐、爱奇艺、瓴羊、天图投资等世界/中国500强及知名品牌、媒体平台、渠道方、 资方以及头部营销服务商，其中品牌方代表占比高达79%， ...

撰文丨韩璐 当2025年的时光画卷徐徐合拢，总有一些瞬间，超越了报表上的数字，闪烁着直抵人心的温度。 这温度，是中国平安为"金融"二字注入的最生动注解。 它或许静默地栖身于一份意料之外的理赔通知书里，那跃升的数字背后，是专业之上极致的善意； 或许轰鸣在一架穿越国界的医疗专机引擎中，那争分夺秒的航迹，绘出的是生命至上的承诺； 又或许，它就悄然亮在某个乡村路口新装的红绿灯下，用一抹柔和的光，守护着日复一日的平安。 从南粤的写字楼到西部的病房，从中国的阡陌乡间到世界的遥远航道，温度无处不在。中国平安的守护，具体可感，无远弗届。 它用三个维度的坚实足迹，精准丈量出"温暖"抵达人心的不同距离——那是洞悉需求的专业深度，是使命必达的驰援速度，更是心系家国的责任广度。 这些足迹连缀起来，是一条守护防线，更是中国平安以"金融为民"的初心，在2025年写就的温暖答卷。 5000元理赔变551万元，一张保单里的温暖"发现" 新疆某医院的窗外，刚经历心脏手术的陈先生，在病床上用手机提交了一份理赔申请。 他只想为此次住院报销剩下的5000元自付费用，像处理一件寻常的财务手续，心中并未泛起太多波澜。 看似普通的申请，悄然抵达平安人寿理 ...

Core Viewpoint - The insurance industry is shifting its focus from scale and speed to service and internationalization, as highlighted by the recent statements from industry leaders like Yang Yucheng of Xinhua Insurance during the "14th Five-Year Plan" preparation phase [4][11]. Industry Overview - The domestic life insurance sector has transitioned from rapid growth to a period of slowing growth over the past five years, with premium income rising from 3.10 trillion yuan in 2019 to 3.54 trillion yuan in 2023, reflecting a compound annual growth rate of 3.4%, significantly down from 12.2% in 2019 [5][6]. - The low interest rate environment has compressed profit margins, with the yield on ten-year government bonds fluctuating between 2.5% and 3.0% since 2020, compared to approximately 3.6% from 2014 to 2018, impacting the profitability of savings-type products [5]. Market Dynamics - The competition in the insurance market has intensified, leading to a vicious cycle of "interest rate competition, cost subsidies, and declining value rates," with new business value rates for major listed insurers dropping to 15%-26% in 2024, down from previous years [6][8]. - Regulatory measures are increasingly guiding the industry back to its core risk protection functions, with a focus on enhancing service capabilities and value creation [7][10]. Strategic Shifts - The "15th Five-Year Plan" is seen as a critical period for insurance companies to reassess their business focus, emphasizing the importance of service in the insurance operating system [7][10]. - Major state-owned insurers are adjusting their product strategies to prioritize protection and service capabilities, moving away from a sole focus on short-term financial returns [10][11]. Internationalization Efforts - The internationalization of state-owned insurance companies is no longer exploratory but has entered a strategic implementation phase, driven by both policy support and market demand [13][15]. - Different paths are being taken by major players: for instance, PICC aims for overseas business to account for 30% of its total growth within five years, while China Life and Xinhua are adopting a more cautious approach by focusing on asset investments abroad [14][15]. Future Outlook - The next five years will see competition in the insurance industry shift from a focus on product rates and scale to a comprehensive competition based on service capabilities, risk pricing abilities, and international perspectives [17]. - The ability to effectively implement service and internationalization strategies will be crucial for determining market positions and enhancing the global competitiveness of the Chinese insurance industry [17].

Core Viewpoint - China Ping An has launched its first brand-customized serialized short drama "Xia Ke Xing," creatively combining modern insurance services with the adventurous spirit of the ancient traveler Xu Xiake, allowing viewers to learn about his life while experiencing the premium services of the Ping An Travel Protection insurance product [3][17]. Content Breakthrough - The "Xia Ke Xing" series represents a new direction in content creativity for the financial industry, moving beyond rigid product introductions to weave insurance services naturally into well-crafted storylines [3][17]. Plot Setting - The storyline features Xu Xiake, the "Saint of Travel" from the Ming Dynasty, unexpectedly arriving in 2025, where he encounters a stark contrast to his time, leading to humorous situations. His journey across China showcases his enduring spirit of exploration, with Ping An's services providing comprehensive travel protection [4][18]. Scene Integration - The success of "Xia Ke Xing" lies in its ability to deeply integrate product functions with user scenarios. Instead of direct product promotion, the series uses Xu Xiake's travel stories to naturally demonstrate the various protections offered by Ping An during travel, breaking traditional financial advertising frameworks [7][21]. Effectiveness and Efficiency - The marketing approach in the financial industry must balance innovation with caution. Ping An's attempt in "Xia Ke Xing" illustrates how to achieve creative breakthroughs within safe boundaries. The short drama format enhances brand exposure and customer engagement, leading to exponential growth in brand communication [10][24]. Conclusion - The series not only entertains but also illustrates how Ping An disassembles its insurance services into relatable life scenarios, proving that insurance can be engaging and warm [13][27].

Core Insights - The event "Ping An Lecture Hall: New Paradigm of 'Prevention, Rescue, Compensation, and Use' in Insurance" highlighted the shift in the insurance industry from post-event compensation to comprehensive risk management [1][3] - Ping An has launched two innovative insurance products, "Ping An Travel Safety Guardian Plan" and "Ping An 24 Global Guardian Plan," aimed at transforming insurance services from passive compensation to proactive risk management [3][8] Group 1: Industry Transformation - The insurance industry in China is transitioning from "scale expansion" to "quality enhancement," focusing on risk co-governance and the essential value of insurance in addressing social needs [4][6] - The evolution of insurance from a mere financial product to a risk co-governance contract between the state and the people aims to create social value through effective risk management [4][6] Group 2: Product Innovations - "Ping An Travel Safety Guardian Plan" offers a full journey emergency rescue service system, emphasizing prevention, timely rescue, efficient compensation, and additional services like medical assistance [6][7] - "Ping An 24 Global Guardian Plan" provides a one-stop service for overseas travelers, covering pre-travel, during travel, and post-incident support, with a focus on proactive risk management [8][9] Group 3: Performance Metrics - "Ping An Travel Safety Guardian Plan" has served 42.9 million customers and processed over 3,500 claims, showcasing its effective response mechanism and comprehensive support [7] - "Ping An 24 Global Guardian Plan" has handled 426 overseas emergency rescue tasks in 2024, with a total compensation amount exceeding 220 million yuan, reflecting its operational efficiency and customer satisfaction [9]

Group 1 - The article discusses the significant changes in the global landscape, emphasizing the transition from an old order to a new order, particularly in the context of China's rise and the ongoing global transformation [1][2] - It highlights the three key areas of modern great power competition: energy, technology, and finance, with a focus on how China has developed unique innovative paths in these sectors [2][3] - The insurance industry is positioned as a crucial component of China's modernization, serving both market functions and social governance roles [2][3] Group 2 - The insurance industry in China has evolved from a "student" learning from Western models to a "teacher" capable of offering unique solutions, with significant growth from 1 insurance company in 1980 to 146 by 2010 [3][4] - The article points out the challenges faced by the industry, including reliance on interest rate spreads and the adoption of Western insurance models that do not align with local realities [5][6] - It emphasizes the need for a new path for the insurance industry, focusing on policy adjustments and innovative product offerings that cater to local needs [7][8] Group 3 - Recent innovations in the insurance sector, such as the introduction of products like the "return shipping fee insurance" and "Shanghai Health Insurance," demonstrate China's ability to create original solutions without relying on Western experiences [8][9] - The article argues that the essence of insurance should return to its core mission of providing risk protection and creating social value, moving away from a purely profit-driven model [10][11] - It highlights the shift from traditional compensation models to comprehensive service-oriented approaches, where insurance companies play a role in risk prevention and management [12][13] Group 4 - The narrative of China's rise is framed within the context of historical transitions, showcasing the shift from manufacturing to innovation and leadership in various sectors, including insurance [14] - The article concludes that the transformation of the insurance industry reflects a broader change in development philosophy, emphasizing a people-centered approach and the importance of social responsibility [14][15]