向深求精：广发信用卡的存量客户经营实践

Core Insights - The credit card industry is experiencing a significant slowdown, prompting banks to shift focus from aggressive expansion to managing existing customer relationships [2][6][22] - The total number of credit cards and loans has decreased from 807 million in 2020 to 707 million by Q3 2025, with over 40 banks closing credit card centers in 2025 [2][6] - Industry dynamics have changed, with a focus on quality over quantity, as banks recognize that acquiring new customers is no longer the primary growth strategy [7][24] Industry Adjustments - The credit card business model has transitioned from a growth-driven approach based on acquiring new customers to a focus on maximizing value from existing customers [7][22] - Regulatory pressures and rising consumer debt have led to a more cautious approach, with banks needing to enhance service quality and risk management [6][8] - The retail sales growth rate is projected at only 3.5% in 2024, highlighting the need for banks to adapt to a more competitive environment where quality customers are scarce [6][8] Strategic Focus of Guangfa Bank - Guangfa Bank has chosen to concentrate on existing customers rather than pursuing new ones, emphasizing a strategy of "stabilizing customers, business, teams, and stock" [9][23] - The bank targets high-end and white-collar customer segments, utilizing products like the "Zhenrui Series" and "Zhensuika" to enhance customer engagement and loyalty [10][12][23] - The "Zhenrui Series" focuses on high-value services in critical areas such as travel and healthcare, while the "Zhensuika" card caters to frequent small purchases, particularly among urban white-collar workers [11][14] Technological Advancements - Guangfa Bank is upgrading its credit card core systems to support more complex operations and customer needs, which is essential for effective management in the current market [19][20] - The new distributed core system has improved processing capabilities, allowing for flexible pricing and risk management tailored to individual customer profiles [19][20] - This technological investment is aimed at creating a sustainable business model that prioritizes customer experience and operational efficiency [21][24] Conclusion - Guangfa Bank's approach reflects a broader industry trend towards quality-driven growth, focusing on deepening customer relationships and enhancing service delivery rather than merely increasing card issuance [22][24] - The shift from rapid expansion to a more stable, quality-focused strategy positions Guangfa Bank to navigate the challenges of the evolving credit card landscape effectively [24][25]