首现大行关停独立信用卡App，银行渠道运营集约化加速

Core Viewpoint - The recent announcement by the Bank of China to gradually shut down its "Bountiful Life" app and migrate its functions to the main "Bank of China" app highlights a shift in the credit card app landscape, moving from smaller banks to major state-owned banks amid a backdrop of declining credit card business and cost-cutting measures in the banking industry [1][4]. Group 1: Credit Card App Landscape - The credit card apps have traditionally served two main purposes: connecting online and offline channels for customer acquisition and creating a digital tagging system for user behavior analysis [4][9]. - The closure of the "Bountiful Life" app follows similar actions by other banks, indicating a trend where standalone credit card apps are becoming less viable due to shrinking credit card business [4][10]. - As of June 2025, the "Bountiful Life" app had a monthly active user count of 1.5454 million, ranking 13th among state-owned bank credit card apps, significantly lower than leading apps with over 14 million users [5][6]. Group 2: Market Dynamics and Competition - The credit card market is experiencing increasing differentiation, with major banks like China Construction Bank leading in credit card loan scale, having surpassed 1 trillion yuan in loans [7][8]. - The competitive landscape for credit card apps is intensifying, with many banks focusing on retaining existing customers rather than acquiring new ones, as many consumers already hold multiple credit cards [10][11]. - The top credit card apps are increasingly integrated into lifestyle services, making it challenging for standalone credit card apps to compete for user attention in a saturated market [9][10]. Group 3: Operational Changes in Banking - The closure of independent credit card apps reflects a broader trend in the banking industry towards centralized management of mobile applications, as mandated by regulatory guidelines [12][13]. - Major banks are restructuring their digital operations, establishing dedicated centers to streamline app management and enhance user experience, which is expected to improve operational efficiency [12][13].