Mei Ri Jing Ji Xin Wen·2025-05-27 15:37Core Viewpoint - The announcement by Beijing Bank regarding the migration of its direct banking app to its mobile banking platform marks the exit of the first direct bank in China, reflecting a broader trend of at least 19 banks shutting down or integrating their direct banking services since 2023, indicating a decline in the once-promising direct banking model after a decade of rapid growth [1][2]. Group 1: Industry Trends - The number of direct banks in China grew from 22 in 2014 to a peak of 135 by 2017, with city commercial banks accounting for 53.3% of this total [1]. - Major banks like Shanghai Pudong Development Bank and Nanjing Bank began integrating direct banking functions into their mobile banking platforms starting in 2020, leading to a significant reduction in the number of operational direct banking apps [2]. Group 2: Challenges Faced by Direct Banks - Direct banks face fundamental challenges such as unclear positioning, resource wastage, and technological shortcomings, which have made the direct banking model unsustainable [2][3]. - The overlap in functionality between direct banks and mobile banking has led to direct banks being viewed as redundant channels, diminishing their competitive edge [2][3]. - Many direct banks operate under a "departmental system," lacking independent decision-making authority, which hampers their ability to innovate and compete effectively [3][4]. Group 3: Financial Viability - Direct banks have high operational costs but low revenue generation, leading to an imbalance in investment returns [5]. - The regulatory environment poses challenges for banks attempting to establish direct banks as independent entities, further complicating their operational viability [5][6]. Group 4: Future Outlook - The decline of direct banks signifies a shift in the banking industry from "channel expansion" to "ecosystem cultivation," emphasizing the need for banks to leverage technology to enhance service delivery and user value [6][7]. - For banks that continue to operate direct banking services, finding a clear market position and exploring differentiated development strategies will be crucial for survival in a competitive landscape [7].