银行业瘦身，信用卡与直销银行App相继退场

Core Viewpoint - The banking industry is experiencing a trend of app integration, moving from a fragmented digital channel approach to a more centralized one, enhancing user experience and operational efficiency while shifting the digital strategy from quantity expansion to quality improvement [1][4]. Group 1: App Integration Trends - Several banks, including Beijing Bank and China Bank, have begun migrating functions from their direct banking and credit card apps to more centralized platforms, indicating a significant shift in the banking sector [2][3]. - The closure of independent direct banking apps is becoming a trend among both large and small banks, with institutions like Minsheng Bank and Kunlun Bank already having completed similar integrations [2][3]. - The integration of credit card apps is accelerating, with China Bank announcing the migration of its "Bountiful Life" app functions to its main app, marking a significant move in the industry [2][3]. Group 2: Regulatory and Market Drivers - The integration trend is driven by regulatory requirements and the need for improved user experience, as highlighted by the National Financial Regulatory Administration's directive to streamline low-activity and redundant apps [4]. - High operational costs and low user engagement of dispersed apps have become bottlenecks for digital development in banks, prompting a reevaluation of independent app strategies [5]. Group 3: Digital Transformation and User Behavior - The digital transformation of banks is entering a new phase focused on quality and efficiency, moving from merely adding functions to creating an integrated ecosystem [6]. - User behavior is shifting towards preferring a single app for comprehensive financial and lifestyle services, leading banks to recognize the importance of a unified digital experience [5][6]. Group 4: Future Directions Post-Integration - Post-integration, banks should focus on four key areas: reshaping mobile ecosystems, enhancing digital capabilities with AI and big data, expanding value-added services, and ensuring data security and compliance [7]. - The core of app integration is not just about reducing the number of apps but optimizing their structure to improve operational efficiency and user understanding [7].