银行信用卡调整进入深水区！停发潮蔓延，渠道收缩与业绩承压并行

Core Viewpoint - The article discusses the recent trend of banks, particularly in Zhejiang, ceasing the issuance of co-branded credit cards, indicating a shift in the credit card business from expansion to cost reduction and structural optimization [2][3][4]. Group 1: Recent Developments - Zhejiang Rural Commercial Bank announced the discontinuation of the "Harvest JD Co-branded Card" across multiple rural banks [1][3]. - A wave of credit card discontinuations has been observed, with various banks, including state-owned and joint-stock banks, halting the issuance of several co-branded credit cards [4][5]. - The trend of ceasing co-branded cards has been ongoing, with major banks like Agricultural Bank and Ping An Bank previously stopping numerous themed cards [4][5]. Group 2: Market Dynamics - The adjustments in credit card offerings are driven by economic slowdown and weak consumer expectations, leading to underperformance in card issuance and stagnant consumption growth [5]. - Banks are now focusing on high-value, high-loyalty consumption scenarios rather than blindly expanding their partnership networks [5]. Group 3: Channel and Product Adjustments - Banks are undergoing a "decluttering" process in both product offerings and distribution channels, with a focus on integrating online and offline services [6][8]. - Many banks are closing down offline credit card centers and merging credit card operations into retail banking departments to reduce management costs and enhance efficiency [6][7]. Group 4: Performance Metrics - The credit card industry is experiencing a decline, with the total number of credit cards in circulation dropping to 707 million, a decrease of 20 million from the previous year, marking the third consecutive year of decline [9][10]. - Over 70% of listed banks reported a reduction in credit card loan balances by mid-2025, indicating a significant contraction in the credit card business [10]. - For instance, China Merchants Bank reported a credit card transaction volume of 2.02 trillion yuan in the first half of 2025, down 8.54% year-on-year [10].