银行线上渠道扎堆“做减法”

Core Viewpoint - Banks are reducing the number of apps and public accounts as part of a strategic shift in response to the declining traffic dividends and the need for operational efficiency [1][4]. Group 1: Online Channel Integration - Several banks, including Zhuhai China Resources Bank and Shanghai Rural Commercial Bank, have announced the discontinuation and migration of certain online marketing channel functions, aiming for a one-stop service model [2][3]. - The integration primarily targets direct banks and credit card-related apps, with notable closures from banks like Beijing Rural Commercial Bank and Bohai Bank [3][4]. - The trend of consolidating public account functions with mobile banking apps is also evident, as banks streamline their services [3][4]. Group 2: Operational Decisions and Market Trends - The complexity of the online business matrix created by banks since 2013 has led to a saturation of the market, prompting a shift away from the direct banking model starting in 2023 [4][6]. - The credit card business is now in a phase of stock competition, lagging behind consumer loans and digital payment services, which has accelerated the integration of related apps and functions [4][6]. - Regulatory policies are influencing banks to optimize and consolidate their apps and public accounts, aligning with the financial reform goals of enhancing efficiency and reducing risks [6][7]. Group 3: Future Directions - The future of bank online marketing is expected to trend towards further integration, with potential for decentralized marketing strategies on popular platforms like Xiaohongshu and Douyin [7]. - The digital transformation of banks will increasingly rely on technologies such as big data and artificial intelligence, aiming to provide high-quality, convenient services and innovative interaction methods [7].