多家中小银行加入“停卡潮”，联名信用卡为何失宠？

Core Insights - The trend of regional small and medium-sized banks ceasing the issuance of co-branded credit cards reflects a significant shift in the credit card industry from scale expansion to value-oriented operations [2][6] - The current credit card business has moved away from a high-growth phase, with banks focusing on channel consolidation, product standardization, intelligent risk control, and integration into consumer ecosystems [2][6] Group 1: Industry Trends - Multiple small and medium-sized banks have announced the suspension of co-branded credit card issuance, including major banks and regional banks, covering various sectors such as e-commerce, entertainment, and travel [2][4] - The cessation of co-branded credit cards indicates a broader industry transition towards refined operations and a focus on customer contribution and risk management capabilities [2][6] Group 2: Market Dynamics - The credit card market has entered a phase of stock competition, with limited new customer acquisition and high customer acquisition costs, leading to an imbalance in the cost-benefit ratio of co-branded cards [6][7] - As of the third quarter of 2025, the total number of credit cards and loan cards in China has decreased to 707 million, a drop of 100 million cards or 12% from the historical peak in June 2022 [7] Group 3: Strategic Adjustments - Banks are advised to focus on regional and customer characteristics to create differentiated products, shift towards refined operations for existing customers, and optimize cost structures through digital upgrades [7][6] - The need for banks to integrate financial services into everyday life scenarios is emphasized as a key factor for finding new growth opportunities in a competitive market [7]