联名卡“进出”之间：信用卡坚持高质量发展

Core Viewpoint - The credit card industry is undergoing significant changes, with banks actively adjusting their product offerings to enhance quality and meet evolving consumer demands, indicating a shift towards high-quality development in the sector [3][10]. Group 1: Industry Adjustments - Since last year, nearly all commercial banks have announced adjustments to their card products, including the discontinuation of co-branded cards, primarily due to "market changes," "business adjustments," and "expiration of copyrights" [2]. - In April, major banks like China Merchants Bank and Bank of China announced the upgrade of UnionPay-Visa dual-standard magnetic stripe cards to chip cards to enhance payment security and convenience [2]. - Many banks are optimizing their strategies and improving their credit card product layouts to pursue high-quality customer acquisition [3]. Group 2: Co-branded Card Focus - The recent adjustments in co-branded card products have drawn significant attention, driven by regulatory guidance, market changes, and internal operational needs, leading to a strategic shift towards refined and high-quality management [5]. - Financial regulators have intensified the oversight of credit card partnerships, requiring banks to manage risks associated with co-branded cards carefully [5]. - The costs associated with issuing and maintaining co-branded cards are typically higher than standard products, with some top IP brand authorization fees exceeding 30% of the benefits cost [5]. Group 3: Product Innovation and Market Strategy - Despite the discontinuation of outdated products, many banks are actively launching new offerings, such as the Starbucks co-branded credit card and the bilibili credit card, which cater to specific consumer preferences and trends [8][9]. - The credit card industry is focusing on optimizing service models and achieving a balance between acquiring new customers and retaining existing ones, emphasizing quality over quantity [9]. - The introduction of innovative products, such as the Engineer Credit Card by China Merchants Bank, reflects the industry's commitment to meeting the needs of specific consumer segments [13]. Group 4: Economic and Regulatory Context - The 20th National Congress of the Communist Party of China emphasizes high-quality development as a key theme for economic and social progress, guiding the credit card industry towards innovation and consumer satisfaction [11]. - Banks are increasingly investing in consumer-focused areas, such as e-commerce promotions and government-supported initiatives, to stimulate domestic demand and consumption [12]. - The credit card industry must navigate technological changes and economic structural upgrades while maintaining risk management and operational stability [18].