2 1 Shi Ji Jing Ji Bao Dao·2025-08-06 11:58Core Viewpoint - The article discusses the ongoing integration and optimization of online channels by commercial banks, particularly focusing on WeChat platforms, as they adapt to changing customer engagement dynamics and regulatory requirements [1][2][4]. Group 1: Trends in WeChat Channel Integration - Commercial banks are accelerating the integration of online channels, with many direct banks and credit card center apps facing shutdowns [2][3]. - Banks are migrating WeChat service accounts to official public accounts to unify service functions and promotional channels [2][3]. - Similar business public accounts within the same bank are being consolidated or redirected to the official public account [3]. Group 2: Regulatory and Management Challenges - Regulatory bodies have emphasized the need for banks to optimize mobile applications, particularly those with low user engagement or high compliance risks [4]. - Many banks have multiple official WeChat accounts, leading to confusion in service offerings and inconsistent functionalities across different accounts [4][5]. Group 3: Shift in User Engagement Dynamics - The differentiation between WeChat service accounts and public accounts has impacted user engagement, with service accounts now requiring additional clicks to access content, leading to a decline in visibility and interaction [6][7]. - The overall reading volume for service account content has decreased significantly since the introduction of the new WeChat features [6][7]. Group 4: Focus on Private Traffic Operations - Banks are increasingly shifting their focus to private traffic operations, utilizing tools like enterprise WeChat for personalized customer service and targeted marketing [8][9]. - The integration of various online and offline channels aims to create a seamless customer journey and enhance overall customer experience [9].