多家银行信用卡与直销银行App逐步关停

Core Viewpoint - The banking industry's app integration trend is accelerating, with major banks like Beijing Bank and Bank of China consolidating their digital banking services into fewer applications, indicating a shift from quantity expansion to quality enhancement in digital strategies [3][4]. Group 1: App Integration Trends - Beijing Bank announced the closure of its direct banking app, integrating its functions into the "Jingcai Life" app, marking a significant move in the consolidation of independent banking apps [5]. - The credit card app sector is also experiencing rapid integration, with Bank of China migrating functions from its "Bountiful Life" app into its main app, signaling a trend among major banks to streamline their digital offerings [6]. - Smaller banks are following suit, with institutions like Beijing Rural Commercial Bank and Jiangxi Bank shutting down their credit card apps and merging functionalities into their primary mobile banking applications [6][7]. Group 2: Regulatory and Market Drivers - The app integration trend is driven by regulatory requirements and the need for improved user experience, as highlighted by the National Financial Regulatory Administration's directive to optimize and consolidate low-activity and redundant apps [9]. - High operational costs and low user engagement of standalone apps have become bottlenecks for banks' digital development, with data showing that the monthly active users of some banking apps are significantly lower than their main banking apps [10][11]. Group 3: Strategic Focus Post-Integration - Post-integration, banks are advised to focus on four key areas: reshaping mobile ecosystems, enhancing digital capabilities with AI and big data, expanding value-added services, and solidifying security and compliance foundations [12]. - The core of app integration is not merely about reducing the number of apps but optimizing the structure to improve operational efficiency and user engagement [12].