移动金融APP加速“瘦身”

Core Insights - The banking industry is shifting its strategy regarding mobile applications, moving from a proliferation of independent apps to a more streamlined approach by consolidating functionalities into fewer platforms [1][2][3] - The closure of certain apps is primarily driven by low user engagement, redundant features, and high operational costs, prompting banks to focus on enhancing user experience through a unified platform [1][2] Group 1: App Consolidation Trends - Many banks have begun to shut down underperforming apps, with China Bank announcing the closure of its "Bountiful Life" app and Beijing Bank integrating its direct banking app into the "Jingcai Life" app [1] - The China Internet Finance Association reported that in the first half of the year, 66 new mobile financial apps were registered while 75 were deregistered, indicating a trend towards consolidation [1] Group 2: Focus on Credit Card and Direct Banking Apps - Credit card and direct banking apps are the primary targets for this consolidation, as the credit card market shows signs of stagnation, with a reported decrease of 6 million cards in the second quarter of 2025 [2] - The integration of these apps into mobile banking platforms is seen as a logical move since their functionalities are not essential compared to core banking services like account management and transfers [2] Group 3: Regulatory Influence and Future Directions - Regulatory guidance from the National Financial Supervision Administration emphasizes the need for banks to optimize or terminate apps with low user engagement and high compliance risks [2] - Experts suggest that smaller banks should leverage their local advantages to enhance their mobile banking platforms, focusing on creating a user-centric intelligent financial service environment [3] - The integration of services should not merely be a collection of features but should aim to embed financial services into high-frequency daily activities, thereby increasing customer engagement and loyalty [3]