"开门红,全年红"这一延续多年的保险行业营销定律,在2026年展现出全新面貌。尽管近年来"开门红"概念有所弱化,但作为行业年度重头戏,其风向标意义依 然显著。兼具保障与收益弹性的分红险产品正异军突起,成为今年"开门红"市场的绝对主角。 "市场偏好正在发生明显转变。"市北区某头部险企保险代理人周经理向记者透露,"虽然此前固定收益类产品更受青睐,但随着预定利率持续下调,现在超过 70%的客户主动咨询分红型产品。"据其介绍,当前银行5年期定存利率已降至1.3%甚至停售,中低风险理财收益滑落至2%附近,而分红险1.5%~1.75%的保底 收益加上浮动分红,在当前利率环境下更具竞争力。 记者调查发现,头部险企今年"开门红"主打产品清一色转向分红型,如鑫鸿福养老年金险(分红险)、平安御享金越(2026)终身寿险(分红型)和平安御享金越年 金保险(分红型)等。东吴证券数据显示,2025年各险企积极推进分红险转型,新单保费中分红险占比已显著提升,四季度以来市场热度持续攀升。 在近年来的低利率环境下,人身险产品预定利率也持续走低。两年多来,人身险产品预定利率上限先后经历三次下调,普通型产品预定利率上限从3.5%降至 2%,分红 ...

Core Viewpoint - The insurance industry is gearing up for the 2026 "opening red" battle, with dividend insurance taking center stage as companies employ "hunger marketing" strategies to stimulate consumer purchases and lay a solid foundation for future performance [1][2][3] Group 1: Product Launches and Trends - Major insurance companies have accelerated the launch of new products, with significant offerings such as Xinhua Insurance's "Shengshi Glory Celebration Edition" whole life insurance and Ping An Life's "Ping An Yuxiang Jinyue (2026)" whole life insurance [2][3] - The structure of 2026 insurance products shows a marked shift, with dividend insurance becoming the dominant product, especially among large insurers who are focusing on it as a core business expansion strategy [2][3] - Notable innovations include China Life's "Xinhongfu Pension Annuity Insurance," which removes traditional age limits for policyholders, and Ping An's customizable features in its new products [2][3] Group 2: Sales Channels and Performance - The "reporting and banking integration" policy has led to tighter regulation of individual insurance channels, resulting in a significant decline in new individual policy premiums since September [4][5] - In contrast, the bancassurance channel has shown robust growth, with Ping An Life's new business value (NBV) increasing by 170.9% year-on-year, and other companies like Taikang Life and Xinhua Insurance also reporting substantial growth in this channel [4][5] - The bancassurance channel is expected to play a crucial role in the 2026 "opening red" campaign, driven by strong demand for stable wealth management products that align with the characteristics of dividend insurance [5] Group 3: Consumer Guidance and Market Dynamics - Industry experts emphasize the need for consumers to make rational decisions when purchasing dividend insurance, considering the inherent uncertainties in actual returns [6] - Consumers are advised to assess their risk gaps and understand key concepts such as guaranteed rates and historical dividend performance before making purchases [6] - The industry is encouraged to shift focus from short-term sales strategies to long-term sustainable development, emphasizing the importance of aligning asset-liability management and providing clear product structures to clients [6]