Sou Hu Cai Jing·2025-10-14 13:20Core Viewpoint - The migration of the "Bountiful Life" App to the "Bank of China" App reflects a strategic adjustment by banks in response to the declining profitability and operational costs associated with credit card apps, indicating a broader trend in the banking industry as credit card business contributions diminish [1][4]. Group 1: Credit Card App Migration - The "Bountiful Life" App will gradually migrate all functions to the "Bank of China" App, after which it will cease downloads and services [1]. - This migration is part of a trend where banks are optimizing their credit card app operations due to rising costs and declining profitability [1][4]. Group 2: Industry Trends and Challenges - The credit card industry is experiencing a downturn, with transaction volumes and active usage declining due to economic factors and changing consumer behavior [2][3]. - As of Q2 2024, the total number of credit cards and loans has decreased by 6 million from the previous quarter, marking an 11.4% decline from the peak in mid-2022 [3]. - The average credit card usage rate has also dropped, with a current utilization rate of 38.03% [3]. Group 3: Operational Efficiency and Cost Management - Maintaining independent credit card apps has become less cost-effective for banks, leading to a reduction in the number of such apps [4][5]. - The operational burden of multiple apps, including development and maintenance costs, is prompting banks to consolidate their services [4]. - A total of 52 credit card centers have been approved for closure this year, with significant reductions noted at major banks like the Bank of Communications [6]. Group 4: Future Directions - The credit card business is expected to integrate more deeply with other retail banking services, moving towards a digital marketing approach rather than traditional methods [6]. - Banks are shifting focus from merely increasing card issuance to enhancing customer value through precise marketing and sustainable service offerings [6].