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  2025年一季度,传统的寿险销售旺季突然转冷。

  国家金融监管总局最新披露的数据显示,作为“开门红”的重要时间段,2025年前两个月,人身险公司累计原保险保费收入1.2万亿元,同比下降2.63%。其中,寿险保费规模的下滑趋势最为显著,1-2月,寿险实现原保险保费收入1.02万亿元,同比变动幅度为-3.51%。

  原保费为新单保费和续期保费之和,如果看新单保费,则下滑更多。在寿险不好卖的大环境下,刚刚企稳的代理人队伍又遇到新挑战。

  保费下滑

  从市场主体来看,保险公司保费增长冷热不均。

  上市险企披露的保费数据显示,前三个月,中国太保和新华保险均实现正增长,其中新华保险同比增长28%,远超行业平均水平,中国太保同比增长9.3%。

  国华人寿前三月保费同比下降23.8%;只公布1月数据的阳光人寿同比下降4.9%。

  而中国人寿、中国平安等传统巨头则选择不再逐月披露保费数据,业内推测其增速或低于预期。

  另外,从界面新闻在业内交流获取的信息看,多家险企的个险渠道,2025年1-2月标准保费同比下滑幅度超过10%,“老七家”之外的寿险公司下滑幅度甚至超过20%。

  过去的热销季遇冷,其中一大原因便是产品模式的改变。比起过去主推的年金+万能险组合,现在主打的分红险因为结构复杂,让销售队伍和客人都理解有限。

  不少团队长向界面新闻称,现在客户分为两种,一种是目睹了过去的分红险狂热,经历过因误导销售分红不达预期,丧失了对分红险的信任;另一种则是习惯了过去固定收益,且许多销售人员讲不清楚保底利率和实现率,客户看到‘浮动’就被劝退了。

  2024年公布的分红实现率大下滑也给分红险的发展蒙上了一层阴影,大量公司分红实现率从接近100%跳水至50%以下。

  另一方面,在传统险利率降至2.5%,分红险保底利率更低之后,市场对于买保险的迫切性陡降。“利率既然都这么低了,我观察到很多客户‘挪储’意愿大减,都认为不如放在银行里当活期,还能有灵活性。”有寿险业高管如此向界面新闻表示。

  对于寿险业来说,保费只是经营指标的一项,更重要的是体现承保质量的新业务价值。

  根据界面新闻了解到的数据,今年一季度,因新华保险新业务价值率较高的传统险热销,叠加高增的新单保费,新华保险新业务价值增长迅速,但其他头部险企多在微增和同比下滑中挣扎。

  代理人过冬

  当保险不好卖了成为行业当下共识,刚刚企稳的代理人队伍再次遇到挑战。

  新华保险副总裁王练文喊出过一句名言,“保险不是人做的,是人才做的。”在不少代理人眼里确实如此。

  有代理人向界面新闻表示,代理人群体处境尴尬,在京东快递员都有社保时,保险业仍然无社保无底薪,每天还需要面对客户的拒绝和严格的考核压力。

  “整个保险行业,一直以来都是以激励为主,因为不是一般人能做的。每天拜访,不一定能签保单,所以那种成就感不够。没有一定的韧性,很多人坚持不了的。这也是为什么早会要喊口号,因为要给自己增加自信心,去面对没有结果。”他表示。

  宏观环境也在不断考验着代理人队伍。

  随着《保险销售能力资质等级标准》实施,仅高级别代理人可销售投连险等复杂产品。普通标准化产品如医疗险等,已形成线上销售的格局,给普通代理人的空间更为有限。

  普华永道中国金融行业管理咨询合伙人周瑾对界面新闻表示,随着行业产品结构调整,产品预定利率下调,浮动收益类型的占比大幅提升,销售难度增大,对代理人的专业能力和营销技能也有更高的要求,专业能力不足的代理人还会持续被淘汰。

  为稳住队伍,各保险公司在基本法(个人业务保险营销员管理基本办法)上进行更新。比如平安人寿日前发布基本法的升级版,在考核上对普通代理人有所放松,鼓励代理人争做P4级别,扎实底层培训。

  周瑾认为,保险代理人要实现更好的发展,首先,要坚定回归到“以客户为中心的”的专业价值服务理念上,从客户需求出发,满足客户需求和创造专业价值才是立命之本;其次,要不断利用各种方式提升专业能力,包括投资理财和风险管理的专业知识,客户服务的专业技能,以及适当的销售技巧;再次,要充分拥抱科技,利用AI平台工具,基于数据而非经验来优化经营和决策,人机协同以达成更好的效率效果。

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