Core Viewpoint - The trend of integrating online banking channels, particularly WeChat public accounts and mini-programs, is gaining momentum as banks reassess channel efficiency in the face of diminishing traffic growth [1][3][4]. Group 1: Integration of Online Channels - Many banks are consolidating their online service entry points, with examples including Zhengzhou Bank and Shanghai Rural Commercial Bank adjusting their public account functionalities [2][4]. - The integration of WeChat public accounts and mini-programs follows a previous trend of streamlining mobile banking apps, indicating a broader shift towards a "shrinkage" era in online banking channels [4][6]. - The current standard for many banks is to operate 3 to 4 mini-programs, with some institutions managing over 10 public accounts across various financial services [2][4]. Group 2: Efficiency and Cost Management - The fragmentation of services across multiple public accounts and mini-programs has led to high operational costs, prompting banks to focus resources on a single, robust mobile banking app [3][4]. - Streamlining online channels is seen as a necessary step for banks to optimize resource allocation, especially as new user growth slows [4][6]. - The ultimate goal of this integration is to create a "super app" that encompasses accounts, payments, investments, loans, and lifestyle services [4][6]. Group 3: Strategic Shift Towards Self-Operated Platforms - The reliance on third-party channels presents uncertainties, while self-operated mobile banking apps offer greater control over operations and feature enhancements [5][6]. - Strengthening and continuously upgrading self-operated mobile banking apps is viewed as a critical strategy for enhancing competitive advantage in the online banking sector [6].

Core Viewpoint - Banks are reducing the number of apps and public accounts as part of a strategic shift in response to the declining traffic dividends and the need for operational efficiency [1][4]. Group 1: Online Channel Integration - Several banks, including Zhuhai China Resources Bank and Shanghai Rural Commercial Bank, have announced the discontinuation and migration of certain online marketing channel functions, aiming for a one-stop service model [2][3]. - The integration primarily targets direct banks and credit card-related apps, with notable closures from banks like Beijing Rural Commercial Bank and Bohai Bank [3][4]. - The trend of consolidating public account functions with mobile banking apps is also evident, as banks streamline their services [3][4]. Group 2: Operational Decisions and Market Trends - The complexity of the online business matrix created by banks since 2013 has led to a saturation of the market, prompting a shift away from the direct banking model starting in 2023 [4][6]. - The credit card business is now in a phase of stock competition, lagging behind consumer loans and digital payment services, which has accelerated the integration of related apps and functions [4][6]. - Regulatory policies are influencing banks to optimize and consolidate their apps and public accounts, aligning with the financial reform goals of enhancing efficiency and reducing risks [6][7]. Group 3: Future Directions - The future of bank online marketing is expected to trend towards further integration, with potential for decentralized marketing strategies on popular platforms like Xiaohongshu and Douyin [7]. - The digital transformation of banks will increasingly rely on technologies such as big data and artificial intelligence, aiming to provide high-quality, convenient services and innovative interaction methods [7].

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].