“权益缩水”“联名卡停发”，羊毛越来越难“薅”了

Core Viewpoint - The credit card business landscape in China is undergoing significant restructuring, shifting from a customer acquisition focus to a value-driven approach, with banks increasingly prioritizing loan installment services over traditional credit card offerings [1][9][10]. Summary by Sections Credit Card Benefits Adjustment - Many banks, including China Bank and Citic Bank, have announced adjustments to their credit card offerings, particularly high-end cards, by increasing usage thresholds and reducing benefits [3][4]. - The trend of diminishing credit card benefits is evident, with consumers reporting a decrease in redeemable rewards and increased point requirements for benefits, indicating an average devaluation of at least 11% in points [3][4]. Suspension of Co-branded Cards - Several banks, including China Bank, have decided to suspend the issuance of certain co-branded credit cards, citing business strategy adjustments and cost control as primary reasons [6][7]. - The maintenance costs associated with co-branded cards are high, and if the costs outweigh the benefits, banks are less inclined to renew partnerships [7]. Shift Towards Loan Installment Services - Banks are increasingly focusing on loan installment services as the credit card market matures, with a notable rise in marketing for these services compared to traditional credit card offerings [9][10]. - The competitive landscape has shifted, with alternative payment methods like Douyin Pay and Huabei capturing significant market share, prompting banks to reduce credit card marketing expenses [9]. Closure of Credit Card Centers - Over 40 credit card centers have been closed this year, reflecting a broader trend of banks adapting to digital transformation and changing consumer behavior [11]. - The shift towards online channels is becoming more pronounced as banks seek to enhance operational efficiency and respond to the challenges posed by digital payment solutions [11]. Future Directions - The future of credit card services may involve integrating various banking services, such as savings, investments, and loans, to enhance customer retention and profitability [12]. - There is potential for technological advancements to improve digital service experiences and optimize risk management, focusing on high-frequency consumer segments for tailored benefits [12].