记者了解到，除中国银行外，已有多家股份制银行、城商行和农商行进行了类似操作。例如，今年元旦前夕，"渤海银行 信用卡"App停止服务，功能迁移至"渤海银行"App的信用卡板块；北京农商银行此前发布公告称，计划于今年3月31日将旗下 信用卡App"凤凰信用卡"的业务功能迁移至"北京农商银行手机银行"App，届时原App将无法访问；此外，上海农商银行、四川 农商联合银行等多家银行的信用卡App，也已先后完成关停与功能迁移。 本报记者 彭妍 苏商银行特约研究员高政扬对《证券日报》记者表示，多家银行关停旗下信用卡App，是成本效益失衡、监管引导、用户 行为变迁等因素共同驱动的结果：一是响应国家金融监督管理总局清理低效App的相关要求，加速合规出清；二是存量竞争 下，独立App高成本与低活跃度矛盾凸显，行业从"规模导向"转向"效率优先"；三是用户偏好"一站式"服务，信用卡App打开率 低，需求匹配性不高。 9月28日，中国银行发布公告称，已启动信用卡官方客户端"缤纷生活"App的服务迁移工作。该App全部功能将逐步迁移 至"中国银行"App；迁移完成后，"缤纷生活"App将停止下载注册，并逐步关停服务，具体时间后续将以公 ...

Core Viewpoint - The wave of online channel integration among commercial banks has extended to WeChat public accounts and mini-programs, as banks reassess channel efficiency in the face of peak traffic dividends [1][3]. Group 1: Recent Actions by Banks - Several banks have recently adjusted their online service entry points, with Zhengzhou Bank announcing the shutdown of its "Zhengzhou Bank Corporate Finance" public account, migrating functions to the "Zhengzhou Bank WeBank" account [2]. - Shanghai Rural Commercial Bank has also adjusted its official WeChat account, requiring users to switch to the mobile banking app for certain investment product purchases [2]. - Other banks, such as Industrial Bank, have made similar adjustments, with some public accounts ceasing operations and others migrating services [2]. Group 2: Reasons for Integration - The initial rush to capture traffic led banks to launch multiple mini-programs and public accounts, resulting in scattered entry points and overlapping functions, which increased operational costs [3]. - As traffic growth has plateaued, banks are focusing on consolidating resources to strengthen their mobile banking apps as the primary entry point [3]. Group 3: Future Trends in Online Channels - The trend of streamlining online channels is expected to continue, with banks optimizing resource allocation amid slowing user growth [4]. - The ultimate goal is to create a "super app" that integrates accounts, payments, investments, loans, and lifestyle services [4]. - Analysts emphasize that the simplification of apps, public accounts, and mini-programs is aimed at enhancing user engagement and operational efficiency [4][6]. Group 4: Importance of Self-Operated Apps - Third-party platforms may offer significant traffic but come with high uncertainty due to changing rules [5]. - In contrast, self-operated mobile banking apps provide greater autonomy, allowing banks to control operational pace and functionality [5][6]. - Strengthening and continuously upgrading self-operated mobile banking apps is seen as a crucial strategy for enhancing competitive advantage in the industry [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].