消失的信用卡App

Core Insights - A trend of "streamlining and integration" of credit card apps across state-owned banks, joint-stock banks, and regional banks is accelerating, with Postal Savings Bank being the latest to announce the integration of its credit card app into its main banking app [1][3] - This shift reflects a significant transformation in the banking industry's digital strategy, moving from "expansion" to "refinement," indicating a new phase of "reducing quantity while improving quality" in online credit card services [1][8] Group 1: Integration of Credit Card Apps - Postal Savings Bank will gradually stop updating its "Postal Credit Card App," migrating all functions to the "Postal Bank App," following China Bank's earlier move to close its independent credit card app [3][4] - The integration aims to enhance operational efficiency and user experience by consolidating resources and focusing on the main app ecosystem [5][6] - The trend of integrating independent credit card apps is not limited to large banks; smaller banks like Beijing Rural Commercial Bank and Jiangxi Bank have also closed their credit card apps, merging services into their mobile banking platforms [7][8] Group 2: Industry Context and Drivers - The rise of independent credit card apps began around 2015, aiming to create a "financial + lifestyle" ecosystem, but as competition intensified, these apps became burdensome due to overlapping functionalities and low user engagement [6][10] - Regulatory pressures and the need for cost reduction are driving banks to optimize or terminate underperforming mobile applications, as highlighted by the recent guidelines from the National Financial Regulatory Administration [7][9] - The future of credit card services is expected to evolve into a "main app + diversified lightweight touchpoints" model, where the main app serves as a comprehensive platform while maintaining personalized services through various channels [9][10]