银联卡转变权益策略，信用卡行业转向“高净值深耕”新战场

Core Insights - The core viewpoint of the news is that UnionPay is adjusting its card benefits strategy to enhance the value of its Diamond Card, amidst a declining trend in credit card issuance in China [2][4][12] Industry Overview - The credit card industry is transitioning from a phase of rapid expansion to a new stage focused on quality over quantity [3][12] - The number of credit cards and loan cards in China has decreased to 721 million by the end of Q1 2025, marking the ninth consecutive quarter of decline [2] Strategic Adjustments - UnionPay's adjustment in benefits is aimed at reallocating resources towards high-net-worth clients, ensuring that Diamond Cardholders receive more exclusive and high-quality benefits [5][8] - This shift reflects a broader trend among banks to adapt to the changing landscape of the credit card industry, where traditional strategies are being challenged [4][6] Market Dynamics - The credit card sector has seen a significant increase in customer acquisition costs, rising from 50 yuan in 2015 to 200 yuan in 2023, a 300% increase [6] - The proportion of "sleeping cards" has reached 30%-40%, leading to increased management costs and pressure on asset quality [6] Regulatory Environment - Regulatory changes have directed banks to focus less on card issuance volume and more on compliance and risk management, with a cap on sleeping cards set at 20% [7] Competitive Landscape - Major banks, including Guangfa Bank, are adopting strategies that prioritize quality over quantity, focusing on high-net-worth clients and integrating credit cards with wealth management services [8][9] - The competition for high-end credit cards is shifting from mere consumer discounts to offering unique services and lifestyle solutions [8][10] Future Outlook - The credit card industry is expected to undergo a significant transformation, emphasizing customer quality and risk management, which will reshape the industry's ecosystem for sustainable growth [12][13]