多款联名信用卡停发 昔日“王者”失宠了？

Core Viewpoint - The adjustment of credit card business by Guangfa Bank reflects a broader trend in the banking industry, where many banks are discontinuing co-branded credit cards and shifting focus from quantity to quality in their credit card offerings [1][4]. Group 1: Business Adjustments - Guangfa Bank will stop issuing five co-branded credit cards starting February 1, 2026, and will further discontinue several proprietary products on February 11, 2026 [1][2]. - This trend is not isolated to Guangfa Bank; multiple banks, including major state-owned banks and smaller institutions, have announced similar discontinuations of co-branded credit cards since 2025 [2][4]. - For instance, Pudong Development Bank ceased issuing 18 credit card products due to business strategy adjustments, and Wuhan Rural Commercial Bank announced the termination of its co-branded credit card with Taopiaopiao and Damai [2]. Group 2: Industry Trends - As of the third quarter of 2025, the total number of credit cards and loan cards in China was 707 million, marking a continuous decline over 12 consecutive quarters [3]. - The phenomenon of "new card promotion followed by card cancellations" has been prevalent, with co-branded cards being particularly affected as their appeal diminishes when associated IPs lose popularity [4]. - The credit card industry is undergoing a period of intense competition, prompting banks to focus on product innovation and operational efficiency to retain customers [4][8]. Group 3: Sustainable Development - The closure of credit card centers is a significant adjustment within financial institutions, with over 60 credit card centers shutting down since 2025 [6][7]. - The banking sector is actively reducing non-performing loans, with a reported balance of 3.5 trillion yuan in non-performing loans as of the third quarter of 2025, an increase of 88.3 billion yuan from the previous quarter [8]. - To achieve sustainable development, credit card institutions must prioritize product innovation, application scenarios, and asset quality, transitioning from a focus on acquiring new customers to enhancing existing customer value [8].