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 ...

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 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]

Core Viewpoint - The "2025 China Enterprises Going Global Summit" highlighted the challenges and opportunities for Chinese companies expanding overseas, emphasizing the need for enhanced safety measures for expatriates [1][3]. Investment Trends - From 2019 to 2024, China's total foreign direct investment is projected to grow from $136.91 billion to $162.78 billion, an increase of approximately 19.6% [3]. - By the end of 2023, the number of overseas employees from Chinese enterprises exceeded 5 million, with around 3 million foreign employees and 2 million Chinese employees [3]. Safety Challenges - The rise in overseas operations has led to significant safety concerns, with nearly 200 incidents of Chinese citizens facing safety issues abroad daily [4]. - Examples of safety risks include medical emergencies and geopolitical conflicts, highlighting the limitations of traditional insurance models that focus on post-incident compensation [4][6]. Innovative Solutions - Ping An's "24" service model redefines insurance by focusing 60% of resources on prevention, offering pre-departure training, itinerary monitoring, and emergency drills [5]. - The "Prevent-Save-Compensate" model integrates risk assessment, emergency response, and rapid claims processing, transforming insurance from a cost center to a value center [6][8]. Ecosystem Development - Ping An 24 creates a comprehensive service platform that integrates medical, safety, and legal resources, providing a one-stop solution for enterprises [8]. - This collaborative approach allows companies to share resources and manage risks collectively, emphasizing the importance of multi-stakeholder cooperation in overseas ventures [8]. Future Outlook - Ping An 24 has served over 6,000 Chinese enterprises and 600,000 outbound individuals, covering 233 countries and regions, showcasing its industry leadership [9]. - The service continues to evolve, focusing on global rescue networks, intelligent risk management systems, and customized insurance products, aiming to provide a "safe harbor" for Chinese enterprises going global [9].

Group 1 - The core viewpoint is that the financial services sector plays a crucial role in supporting Chinese enterprises as they globalize, with a focus on innovative risk protection systems for cross-border operations [1] Group 2 - The "Cross-Border E-commerce Insurance" pilot program was launched in Shenzhen, marking a significant step in expanding services for cross-border e-commerce, with products like commercial comprehensive liability insurance and Amazon TRO insurance being offered [2] - The establishment of the first national overseas intellectual property insurance consortium aims to provide comprehensive support for enterprises, from risk identification to solution implementation, enhancing risk management [3] Group 3 - Since January, the company has successfully insured new energy vehicle exports to Europe, Australia, and North America, with total insurance amounts exceeding $28 million, and has introduced an "export vehicle extended warranty liability insurance" [4] Group 4 - The "Ping An 24" product is designed to meet the needs of various groups, including expatriates and travelers, providing insurance coverage, medical assistance, and emergency support, thereby ensuring reliable protection for millions of Chinese citizens going abroad [5] - The company is committed to deepening the "insurance + service" model to further support enterprises in their international expansion efforts [5]

Core Insights - China Ping An's "Ping An 24" global rescue team successfully completed a cross-border medical transfer in under 48 hours, demonstrating its efficient emergency response capabilities [1][2] Group 1: Emergency Response - Mr. Jin, who suffered from acute encephalitis while in Jakarta, required urgent medical transfer back to China due to local medical limitations [2] - The rescue team initiated a specialized response, including remote consultations with domestic experts and the establishment of a stable life support system for the patient [2] - The medical flight took off from Jakarta and landed in Shenzhen, with the patient transferred to a hospital in Guangzhou, showcasing the effectiveness of the "Ping An 24" service [2] Group 2: Service Model - "Ping An 24" is designed to meet the safety needs of Chinese citizens abroad, offering integrated protection services that include insurance, medical rescue, and emergency assistance [3] - The service operates on a "prevent, rescue, and compensate" model, providing comprehensive support before, during, and after travel, covering various emergency scenarios [3] - With a global network of over 600,000 medical and health partners and operations in 233 countries and regions, "Ping An 24" aims to enhance the travel experience for Chinese citizens and businesses [3]