Core Viewpoint - Recent adjustments in banking services indicate a shift from WeChat public accounts to mobile banking apps for financial transactions, reflecting a trend towards enhancing mobile banking capabilities and user experience [1][2][3]. Group 1: WeChat Channel Adjustments - Several banks have announced changes to their WeChat public account functionalities, with some accounts set to be discontinued and services migrated to "micro banking" accounts [2][3]. - The effectiveness of WeChat public accounts in customer acquisition and retention has been limited, prompting banks to reduce investments in this channel [2][3]. - Changes in WeChat's display rules have affected the visibility of bank communications, leading to a preference for direct customer engagement through mobile banking apps [2][3]. Group 2: Mobile Banking App Development - Mobile banking apps are increasingly seen as the core platform for banks, integrating diverse functionalities such as bill payments, investment purchases, and personalized services [5][6]. - Banks are actively working to "wake up" inactive mobile banking users by encouraging them to engage with the app through various transactions [4][6]. - The user base for mobile banking has significantly increased, with active user penetration rising from 12.48% to 55.69% over the past decade, indicating a shift towards mobile banking as a standard financial service [5][6]. Group 3: Future Directions in Banking Channels - The future of banking channels is expected to focus on a combination of public and private marketing strategies, leveraging high-traffic platforms like WeChat and Douyin for customer acquisition while enhancing mobile banking apps for service delivery [5][6]. - Banks are transitioning from single transaction points to comprehensive service platforms, emphasizing the integration of online and offline services, AI capabilities, and personalized customer experiences [6][7]. - The evolution of mobile banking is characterized by a shift from basic functionality to a focus on user experience, with banks aiming to create a seamless and intelligent service ecosystem [6][7].