2025年10月10日，北京银行（601169）发布公告称，因北京银行股份有限公司（以下简称"北京银行"） 直销银行业务调整，北京银行直销银行APP、直销银行网站将于2025年11月12日起停止服务，原直销银 行相关业务功能已迁移至北京银行"京彩生活"手机银行APP。您可在手机应用商店搜索"北京银行"，下 载并注册成为北京银行个人手机银行用户，添加直销银行账户，查询和办理相关业务。 由此给您带来的不便，敬请谅解。如有疑问，请您拨打北京银行官方客户服务电话进行咨询，感谢您对 北京银行的信赖与支持。 ...

智通财经5月26日讯（记者 邹俊涛）直销银行持续"退潮"。 今日下午，北京银行直销银行工作人员告诉智通财经记者，后续待直销银行APP相关业务迁移完成后，该APP以及直销银行渠道将不再独立存在。此 外，对方表示，业务迁移不会影响到已办理业务资金安全。 值得一提的是，北京银行直销银行是国内第一家直销银行。 北京银行在公告中提醒广大客户，"如您选择不再使用直销银行后续服务，可于即日起至2025年6月25日前登录直销银行APP办理账户注销。" 国内首家直销银行即将退场 公司官网显示，2013年9月18日，北京银行在京举行直销银行开通仪式，在与其境外战略合作伙伴荷兰ING集团充分准备的基础上，正式开通直销银行 服务模式。 北京银行称，"此举标志着国内第一家直销银行破土萌芽，或将开启国内直销银行的新时代。" 此后根据历年年报披露，北京银行直销银行业务规模发展迅速，并成为公司业绩的一大亮点。 例如2015年年报显示，截至报告期末，北京银行直销银行客户数达24.6万户，储蓄存款达6.3亿元，较期初增长463.1%；资金量达6.9亿元，同比增长 322.2%。北京银行在年报中称"报告期内，本行加快直销银行建设，坚持以客户为中心 ...

Core Viewpoint - The announcement by Beijing Bank marks the end of an era for direct banks in China, as it plans to migrate its direct banking services to its "Jingcai Life" mobile banking app by June 25, 2025, leading to the discontinuation of the first direct banking channel in the country [1] Group 1: Industry Trends - The number of operational direct banking apps has decreased to fewer than 20, a significant drop from 135 at its peak in 2017, indicating an over 85% market elimination rate [1] - Direct banks were initially popular due to their convenience and low operational costs, but have faced challenges leading to their decline [2] Group 2: Historical Context - Beijing Bank launched the first direct bank in collaboration with ING Group in September 2013, during a time of rapid growth in internet finance, with direct banks seen as a key tool for digital transformation [2] - By 2015, Beijing Bank's direct banking customer base reached 246,000, with savings deposits increasing by 463.1% compared to the beginning of the year [2] - The last reported customer count for Beijing Bank's direct banking was 476,000 in 2019, with 60.7% being external customers, but this segment has since disappeared from annual reports [2] Group 3: Challenges Faced - The decline of direct banks is attributed to overlapping positioning and structural dependencies, leading to unclear development paths and customer confusion [3] - The distinction between direct banks and mobile banking has blurred, as mobile banking apps have integrated various services, resulting in significant product overlap [3][4] - Direct banks often lack independent management structures, being subordinate to traditional banks, which hampers their ability to innovate and compete effectively [4] Group 4: Future Outlook - The closure and integration of direct banking services are seen as a trend that will continue in the industry [6] - Remaining independent direct banks, such as Baixin Bank and YouHui WanJia, are exploring new development paths that differ from traditional departmental structures [6] - Baixin Bank, established in January 2017, aims to bridge traditional banking and internet enterprises, but has faced challenges, including a 23.74% decline in net profit in 2024 [6] - The evolution of direct banks serves as a lesson for commercial banks to explore a hybrid online-offline business model while maintaining a clear positioning and leveraging their strengths [6]