“盛视•初新季——视频人才培训营”线下培训圆满举行
AXA Tianping “Vision New Season — Video Talent Training Camp”: In-Person Session Successfully Held
2026年6月24日至25日，安盛天平首期视频人才线下培训在泉城济南顺利举行。来自总公司和全国各机构的50余名学员齐聚一堂，覆盖渠道经理、客户经理、消保、客服等多个岗位序列，实现前中后台联动参与，共同开启了一场短视频内容创作与视频号运营的探索之旅。
领导寄语明方向，凝心聚力启新程
安盛天平首席市场营销官戴思远女士指出，短视频正深刻改变保险行业的客户触达方式。随着《金融产品网络营销管理办法》将于2026年9月30日起实施，总公司已经做好相应准备，一是做好覆盖全国的视频号开设的筹备工作，二是选拔“安盛明星”。此外，她强调内容是连接公司与客户的核心桥梁，希望大家在创作中深入理解公司品牌理念与调性，用专业内容塑造有温度、可信赖的品牌形象，以专业形象助力业务转化。
安盛天平首席合规官罗昉宜先生结合近期金融营销宣传行政处罚案例，提示学员内容创作中的合规风险不容忽视。内容创作必须做到合规为先，形成专业、规范的营销文化，以合规护航业务行稳致远。
安盛天平公共事务与企业传播助理总经理李思韬先生阐述了新媒体环境下舆情发快、传播链条复杂的特点，提醒全体学员：每一位内容创作者都是公司声誉的守护者，所发布的每一条视频都可能被放大审视，希望大家在内容创作全流程中审慎对待，守好公司声誉的底线。
课程实战相结合，学练并重见实效
本次培训涵盖平台认知与账号运营、合规底线、内容策划与脚本创作、拍摄剪辑与出镜表达、私域运营与转化、AI全流程赋能六大模块。两天的课程中，学员系统了解了视频号生态与运营逻辑、保险内容合规要点、爆款脚本创作方法，并通过实操演练完成了口播视频拍摄与粗剪；同时学习了视频号与微信生态的私域联动路径，以及AI在选题挖掘、脚本生成等环节的应用方法，为后续内容创作与业务转化储备实用技能。
两天一夜的培训节奏紧凑、干货满满。首期培训虽已落幕，但内容创作的实践仍将持续。学员们将带着所学所得，回到各自岗位上，继续用镜头记录安盛故事，用专业赢得客户信赖。
From June 24 to 25, 2026, AXA Tianping held its first in-person Video Talent Training Camp in Jinan, the renowned “City of Springs.” More than 50 participants from the head office and branches across the country came together, connecting multiple departments including distribution, Consumer Protection, and Customer Service. Achieving coordinated participation across the front, middle and back offices, they jointly embarked on a journey of exploration into short-video content creation and WeChat Channels operations.
United to Embark on a New Journey
Ms. Siyuan Dai, Chief Marketing Officer of AXA Tianping, pointed out that short video is profoundly reshaping how the insurance industry reaches its customers. With the “Administrative Measures for Online Marketing of Financial Products” set to take effect on September 30, 2026, the head office has already made the corresponding preparations: first, completing the groundwork for opening WeChat Channels accounts nationwide; second, selecting “AXA Stars.” She further emphasized that content is the core bridge connecting the company with its customers, and encouraged everyone to gain a deep understanding of the company’s brand philosophy and tone in their creations, using professional content to build a warm and trustworthy brand image, and leveraging that professional image to support business conversion.
Mr. Norman Luo, Chief Compliance Officer of AXA Tianping, drawing on recent administrative penalty cases in financial marketing communications, cautioned participants that compliance risks in content creation must never be overlooked. Content creation must always put compliance first and foster a professional, well-regulated marketing culture, so that compliance safeguards the business on a steady and long-term path.
Mr. Stephen Li, Assistant General Manager of Public Affairs and Corporate Communications at AXA Tianping, elaborated on the features of public opinion in the new-media era—its rapid emergence and complex dissemination chains—reminding all participants that every content creator is a guardian of the company’s reputation, and that every video published may be scrutinized under a magnifying glass. He urged everyone to act prudently throughout the entire content-creation process and to firmly hold the line on the company’s reputation.
Learning and Practice Combined to Deliver Real Results
The training covered six major modules: platform awareness and account operations, the compliance baseline, content planning and script writing, filming, editing and on-camera expression, private-domain operations and conversion, and AI-powered end-to-end empowerment. Over the two-day program, participants gained a systematic understanding of the WeChat Channels ecosystem and its operational logic, the key compliance points for insurance content, and methods for crafting high-performing scripts; through hands-on drills they completed the filming and rough-cut editing of a talking-head video. They also learned the private-domain linkage pathways between WeChat Channels and the wider WeChat ecosystem, as well as how AI can be applied in stages such as topic discovery and script generation—building practical skills for future content creation and business conversion.
Tightly paced and rich in practical insights, the two-day, one-night training proved highly rewarding. Although the first session has come to a close, the practice of content creation will go on. Carrying with them everything they have learned, participants will return to their respective positions and continue to tell AXA’s stories through the lens, earning customers’ trust with professionalism.