银行线上渠道“缩编”，公众号和小程序成新“瘦身”目标

Core Viewpoint - The wave of online channel integration among commercial banks has extended to WeChat public accounts and mini-programs, as banks reassess channel efficiency in the face of peak traffic dividends [1][3]. Group 1: Recent Actions by Banks - Several banks have recently adjusted their online service entry points, with Zhengzhou Bank announcing the shutdown of its "Zhengzhou Bank Corporate Finance" public account, migrating functions to the "Zhengzhou Bank WeBank" account [2]. - Shanghai Rural Commercial Bank has also adjusted its official WeChat account, requiring users to switch to the mobile banking app for certain investment product purchases [2]. - Other banks, such as Industrial Bank, have made similar adjustments, with some public accounts ceasing operations and others migrating services [2]. Group 2: Reasons for Integration - The initial rush to capture traffic led banks to launch multiple mini-programs and public accounts, resulting in scattered entry points and overlapping functions, which increased operational costs [3]. - As traffic growth has plateaued, banks are focusing on consolidating resources to strengthen their mobile banking apps as the primary entry point [3]. Group 3: Future Trends in Online Channels - The trend of streamlining online channels is expected to continue, with banks optimizing resource allocation amid slowing user growth [4]. - The ultimate goal is to create a "super app" that integrates accounts, payments, investments, loans, and lifestyle services [4]. - Analysts emphasize that the simplification of apps, public accounts, and mini-programs is aimed at enhancing user engagement and operational efficiency [4][6]. Group 4: Importance of Self-Operated Apps - Third-party platforms may offer significant traffic but come with high uncertainty due to changing rules [5]. - In contrast, self-operated mobile banking apps provide greater autonomy, allowing banks to control operational pace and functionality [5][6]. - Strengthening and continuously upgrading self-operated mobile banking apps is seen as a crucial strategy for enhancing competitive advantage in the industry [6].