BOB(SH:601169) Bei Jing Shang Bao·2025-05-28 12:46Group 1 - The direct banking model, which was once highly anticipated, is now witnessing a decline, with the first explorer, Beijing Bank, announcing the migration of its direct banking services to its mobile banking app by June 25, 2025 [2][4] - Currently, only a handful of local small and medium-sized banks operate direct banking apps, such as Hunan Bank and Tieling Bank, indicating a significant reduction in the number of active direct banks [5] - The direct banking model was first introduced by Beijing Bank on September 18, 2013, and by 2019, it had reached 476,000 customers with a cumulative sales amount of 11.56 billion yuan [5] Group 2 - The integration or shutdown of direct banking services is primarily attributed to the enhanced functionality of mobile banking apps, which now meet diverse user needs, diminishing the standalone value of direct banks [7] - The decline in internet traffic benefits and the rising customer acquisition costs have also posed challenges to the operational model of direct banks [7]