After many years of rapid development of the insurance industry, some of the drawbacks are becoming increasingly obvious; last year there was a concentrated outbreak, at the same time, the industry differentiation trend is also becoming more obvious. Anbound think tank research team believes that currently different sectors are exploring to deepen the supply-side reform; insurance companies as an important financial market power related to the stability of the people’s livelihood should adjust its business expansion and innovation ideals to better serve the supply-side reform and China’s consumer society development trend, as well as learning from the consumer-oriented service innovation ideas and practices, in order to conduct product and service innovation under controllable risks. This will be significant for grasping China’s future consumer market.