银行线上渠道整合持续深化 公众号和小程序成“瘦身”新目标

Core Viewpoint - The trend of integrating online banking channels, particularly WeChat public accounts and mini-programs, is gaining momentum as banks reassess channel efficiency in the face of diminishing traffic growth [1][3][4]. Group 1: Integration of Online Channels - Many banks are consolidating their online service entry points, with examples including Zhengzhou Bank and Shanghai Rural Commercial Bank adjusting their public account functionalities [2][4]. - The integration of WeChat public accounts and mini-programs follows a previous trend of streamlining mobile banking apps, indicating a broader shift towards a "shrinkage" era in online banking channels [4][6]. - The current standard for many banks is to operate 3 to 4 mini-programs, with some institutions managing over 10 public accounts across various financial services [2][4]. Group 2: Efficiency and Cost Management - The fragmentation of services across multiple public accounts and mini-programs has led to high operational costs, prompting banks to focus resources on a single, robust mobile banking app [3][4]. - Streamlining online channels is seen as a necessary step for banks to optimize resource allocation, especially as new user growth slows [4][6]. - The ultimate goal of this integration is to create a "super app" that encompasses accounts, payments, investments, loans, and lifestyle services [4][6]. Group 3: Strategic Shift Towards Self-Operated Platforms - The reliance on third-party channels presents uncertainties, while self-operated mobile banking apps offer greater control over operations and feature enhancements [5][6]. - Strengthening and continuously upgrading self-operated mobile banking apps is viewed as a critical strategy for enhancing competitive advantage in the online banking sector [6].