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  转自:北京商报

  “只要三次偶遇,我就能让她闭着眼睛跟我买保险。”这是都市剧《蛮好的人生》女主角胡曼黎(孙俪饰)对自己工作的“豪言壮语”。剧中胡曼黎爱情事业“两失误”,剧外的保险代理人也集体破防,直言行业被抹黑。

  从《故乡,别来无恙》到《蛮好的人生》,通过电视剧、电影、微短剧等对保险行业进行品牌宣传颇为流行。正所谓“艺术来源于生活”,保险题材的电视剧是不是保险打工人的真实写照?保险公司“触电”影视剧,将擦出事故还是火花?

  孙俪“卖保险”被讨伐

  目前电视荧屏上,央八的热播剧《蛮好的人生》无疑是讨论度最高的剧集之一。

  保险从业者很少出现在荧屏上,正因如此,一些保险代理人在剧集尚未播出之时非常期待:“孙俪这部新剧,从去年得知这个消息的时候就很高兴,因为每年都能有一部保险行业视角的电视剧,是我们做保险科普的一大幸事。”

  但随着剧情的展开,争议也随之而来。剧中孙俪饰演的胡曼黎被设定为“金牌保险销售”,但多个情节引发保险从业者强烈不适。例如,在意向客户不知情的情况下,胡曼黎向非亲非故的意向客户的父亲连续五年赠送意外险;为了加快理赔速度,她要求理赔部门“开后门”……

  实际上,不仅是胡曼黎,在很多影视剧中,保险代理人都被“艺术化处理”,如《天真遇到现实》中,杨天真(陈数饰)的卖保险情节,也被观众吐槽十分“二”。

  盘古智库高级研究员江瀚分析,虽然艺术化的处理能够增强剧情的吸引力和观赏性,但保险公司和创作者必须明确区分艺术创作与现实生活的界限。夸张的情节和人物设定不应误导观众对保险行业的真实认知。

  品牌升级的重要机遇

  《蛮好的人生》播出之际,该剧的保险合作伙伴太保寿险同名产品“蛮好的人生”年金险也悄然上架。

  太保寿险并非个例,北京商报记者注意到,近两年,包括电视剧《故乡,别来无恙》、纪录片《祝你平安》等,越来越多的保险公司选择通过电视剧、电影、微短剧等进行品牌宣传、企业形象宣传。

  影视文化作品具有感染力强、通俗易懂、传播速度快、传播范围广的特点,有潜移默化的传播效果,与保险理念的传播无疑是“天作之合”。正如北京劭和明地律师事务所保险律师李超分析,保险公司通过在电视剧、电影等植入广告,可以提升品牌曝光与渗透力,精准触达目标客群,让保险以“润物细无声”的方式触达观众。

  李超表示,影视剧能通过角色塑造和价值观传递改善行业形象,通过影视剧的情感化叙事,可弱化公众对保险销售“功利化”的偏见,转而传递“风险守护者”的行业定位。这种“内容即广告”的方式,既能降低观众对硬广的抵触,又能通过情节记忆点促进消费者实际需求转化。

  影视剧植入是保险行业品牌升级的重要机遇,这背后依赖内容真实性与行业价值的深度结合。李超表示,涉保险题材影视剧未来创作时需在合规框架内挖掘行业真实矛盾,而非依赖“违规操作”的猎奇叙事。只有实现“娱乐价值”与“社会价值”的双重平衡,才能真正推动行业形象的长期建设。

  从“捞快钱”到长期主义

  通过影视剧中的保险人,不仅品读保险从业者工作生活中的酸甜苦辣,也能够看出保险发展演进的时代脉络。

  戏里的胡曼黎正在家庭、事业的低谷攀爬;戏外的保险业也正在经历一场颠覆性改革。当行业剧照进现实,剧中胡曼黎用20年练就的“人情保单”生存法则,正遭遇现实政策的精准解构。近日金融监管总局发布了《关于推动深化人身保险行业个人营销体制改革的通知》,政策重拳直指行业沉疴:代理人专业化不足、职业归属感缺失、佣金分配不合理。

  当前,“人海战术”“捞快钱”时代已经彻底结束,行业正迈向高质量、专业化、智能化发展阶段。据观察,近年来诸多头部寿险公司均推出保险代理人队伍提质举措,纷纷在精英代理人队伍打造上下功夫。一方面,不少险企积极发布优增计划,提升代理人质量;另一方面,多家险企积极探索大财富管理新机遇,打造兼具财富管理师、健康规划师、风险管理师功能的顶尖代理人队伍。

  正如业内人士分析,随着保险市场日趋成熟和消费者对保险产品认知不断提升,险企对保险代理人的能力提出了更高要求,只有提高自身专业能力和综合素质,才能真正在保险行业扎下根。

  北京商报记者李秀梅

  香橼创始人安德鲁·莱福特本周披露,他正在做多中国。

  香橼曾是国际知名的做空机构,但2021年宣布放弃做空,专注于为散户投资者提供长期做多机会。

  在周二的一次采访中,莱福特透露,他正做多第一太阳能公司(FirstSolar)和亚马逊公司,并通过投资iShares中国大盘股ETF(ChinaLarge-CapETF)押注中国经济和市场潜力。

  莱福特解释了他为何对这些股票感兴趣:

  第一太阳能公司

  美国政府周一公布了太阳能进口关税。此前,请愿组织美国太阳能制造贸易委员会(AmericanAllianceforSolarManufacturingTradeCommittee)指责东南亚公司以低于生产成本的价格运输太阳能电池板。

  “当关税消息传来时,我想到了这个头寸,我认为他们将成为它的直接受益者。奇怪的是,华尔街今天的反应有些滞后。第一太阳能公司在美国生产太阳能产品,并为美国提供服务。

  “他们一直在与不断降价的亚洲制造商打价格战。现在,他们确实已经售罄了产能,但这将使他们在未来获得更好的定价权。这是我们需要的行业,尤其是对数据中心而言。”

  亚马逊

  莱福特强调了他做多亚马逊的理由,他说:“就在5个月前,亚马逊的股价还在235美元到240美元之间,这很有趣。我一直在说,‘哦,天哪,我不敢相信我没有拥有亚马逊,我希望它能再低一点。’然后股价下跌,你开始质疑,我应该买进吗?”

  “这是亚马逊!如果消费者手头拮据,他们仍然会去亚马逊买更便宜的东西。如果你想看看动态价格,他们将能够最好地度过关税,不像其他竞争对手,”他说。

  莱福特解释说:“当市场动荡时,我晚上睡觉时知道我以172美元的价格持有亚马逊,这是市盈率最低的股票之一,我喜欢现在的这只股票。”

  iShares中国大盘股ETF

  当被问及他为何在持续的关税战中做多中国时,莱福特表示,尽管关税战造成全球市场动荡,但中国“坚持住了”。

  “中国,它被超卖了一段时间。这个市场还有很多需要追赶的地方,中国政府已经做出了支持市场的承诺。”

  “中国是一个庞大的经济体,市盈率非常低。希望大家想想与美国达成潜在贸易协议的催化剂,想想这对这个市场的影响,这个市场已经很久没有压抑的定价了,”莱福特说。

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