Sou Hu Cai Jing·2025-08-07 00:28Core Viewpoint - The commercial banking sector is undergoing a significant transformation in its customer channel strategy, focusing on the integration and optimization of online platforms, particularly WeChat, while facing challenges from declining public traffic and the need for more personalized customer engagement [2][3][4]. Group 1: Online Channel Integration Trends - Many banks are consolidating their online channels, with a notable trend of shutting down direct banking apps and credit card center apps, shifting focus to WeChat as a primary platform for customer interaction [3][4]. - Banks are migrating WeChat service accounts to official public accounts to unify service functions and promotional channels, as seen with several banks like China Merchants Bank and Industrial Bank [3][4]. - Similar business public accounts within the same bank are being integrated or redirected to the main official public account, enhancing operational efficiency [3][4]. Group 2: Service Function Adjustments - Some banks are discontinuing certain WeChat public accounts or services, directing customers to their mobile banking apps for continued service access, as exemplified by Hunan Sanxiang Bank and Shanghai Rural Commercial Bank [4][5]. - Regulatory bodies have emphasized the need for banks to optimize their mobile applications, focusing on user engagement and functionality, which has led to a more organized approach to online service management [4][5]. Group 3: Public and Private Traffic Dynamics - The decline in public traffic on WeChat has prompted banks to shift their focus towards private traffic management, utilizing tools like WeChat Work for personalized customer service and targeted marketing [6][8]. - Banks are leveraging data analytics and customer behavior tracking to create detailed customer profiles, enabling more tailored marketing strategies and improved customer experiences [8]. - The integration of various online channels, including public accounts, enterprise WeChat, and social platforms, is being utilized to enhance customer journeys and optimize service delivery [8].