Jin Rong Shi Bao·2025-07-28 03:15Core Viewpoint - The article discusses the ongoing trend among banks to integrate and streamline their online channels, particularly focusing on the management and functionality of WeChat public accounts, which have become essential service platforms for banks. Group 1: WeChat Public Account Adjustments - Shanghai Rural Commercial Bank announced adjustments to its WeChat public account, stating that from July 10, 2025, certain wealth management product purchase functions will redirect users to the bank's mobile app for transactions [1] - Starting September 11, 2023, the bank will cease all wealth management product purchases through its WeChat public account, with users redirected to the mobile app for purchases [5] - The bank emphasized the importance of downloading and registering the mobile app to ensure uninterrupted service [5] Group 2: Broader Industry Trends - Other banks, including Zhengzhou Bank and Industrial Bank, are also migrating services from their WeChat public accounts to more centralized platforms, indicating a broader industry trend towards "lightweight" online channel exploration [6] - Zhengzhou Bank's corporate finance public account will officially go offline on July 31, 2025, with functionalities migrating to its WeChat microbank account [6] - In 2021, major state-owned banks like ICBC and Agricultural Bank of China began consolidating their online channels, merging various public accounts to streamline services [7] Group 3: Rationale Behind Integration - The integration of online channels is driven by the diminishing flow of new users and the need to reduce operational and maintenance costs, allowing banks to concentrate resources and provide higher-quality financial services [7] - Industry experts suggest that while third-party channels offer high traffic, the unpredictability of their rules contrasts with the stronger autonomy of mobile banking apps, making the enhancement of self-operated apps a necessary trend for banks [7]