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Core Insights - The banking industry is witnessing a decline in previously popular digital banking services, such as direct banks and credit card apps, which were once seen as innovative solutions in the "internet ecosystem" era [1][3][4] - The shift from internet-based services to AI-driven solutions is becoming evident, with banks now focusing on integrating AI technologies into their operations [8][11] Group 1: Decline of Digital Banking Services - Many banks are shutting down or merging their direct banking services and credit card apps, indicating a significant shift in strategy [3][4] - The direct banking model, initially aimed at creating a fully online banking experience, has struggled to differentiate itself and has often been seen as ineffective [4][5] - The performance of direct banks has been poor, with examples like "邮惠万家" losing over 800 million in three years, highlighting the challenges faced by these services [4] Group 2: Transition to AI - The banking sector is now transitioning from an internet focus to embracing AI technologies, with hopes of improving customer service and operational efficiency [8][11] - Despite the enthusiasm for AI, many banks still struggle with basic app functionality, indicating a gap in meeting user needs [9][11] - The application of AI in banking is still in its early stages, and while it has potential benefits, there are concerns about user experience and the effectiveness of AI-driven customer service [11][12] Group 3: User-Centric Innovation - The success of banking innovations hinges on understanding and addressing user needs rather than merely adopting industry trends [7][11] - The decline in user engagement with banking apps suggests that banks must prioritize improving user experience to remain relevant [6][7]

Core Insights - The article discusses the trend of banks merging multiple apps to streamline operations amid rising competition and high customer acquisition costs, with Bank of China (BOC) announcing the shutdown of its "Bountiful Life" app and migrating its functions to the main "Bank of China" app, marking the end of a 12-year service [1][4] - The credit card apps have historically served dual purposes: connecting online and offline channels for customer acquisition and creating digital profiles for targeted financial services, but the profitability of standalone credit card apps is declining [2][10] Industry Trends - Several banks, including Shanghai Rural Commercial Bank and Beijing Rural Commercial Bank, have closed their credit card apps, shifting functionalities to their main banking apps due to the shrinking credit card business and the need for cost efficiency [4][16] - The credit card business is facing significant challenges, including a drop in loan volumes and increased competition from other financial services, leading to a focus on customer retention rather than acquisition [10][13] User Engagement - User engagement with banking apps is declining, with average daily usage time dropping from 4.93 minutes to 2.70 minutes, indicating a saturation in mobile banking app traffic and a need for improved user experience [9][6] - The competition for user attention is intensifying, with lifestyle apps from companies like Meituan and Douyin entering the market, making it harder for credit card apps to attract new users [15][19] Financial Performance - Data shows that major banks are experiencing a decline in credit card loan volumes, with Bank of China reporting a 13.89% decrease year-over-year, highlighting the overall downturn in the credit card sector [5][16] - The credit card market is transitioning from a growth phase to a more mature stage, with banks needing to adapt their strategies to meet the evolving demands of younger consumers who prefer integrated financial services [17][19] Strategic Recommendations - Banks are encouraged to enhance the synergy between online and offline channels and focus on creating differentiated digital paths that align with their unique characteristics, rather than pursuing a one-size-fits-all approach [23][24] - Implementing advanced data analytics and AI-driven models could help banks better understand customer needs and improve service delivery, ultimately enhancing user experience and operational efficiency [21][22]

记者丨 李览青 编辑丨周炎炎 尽管信用卡App关停已不是新鲜事，但这次"聚光灯"下的主角从股份行、城农商行变成了国有 大行。 9月28日，中国银行信用卡官方公众号发布公告， 宣布逐步关停"缤纷生活"App ，并将其全部 功能逐步迁移至"中国银行"App，引发市场关注。 （中国银行信用卡官方微信公众号推文截图） 一直以来，链接线上与线下渠道的信用卡App都承载着两大任务。 一方面是通过生活类服务触 达线下日常消费场景，基于线下获客拓展向线上渠道引流；另一方面是基于用户在App中的行 为分析形成数字化标签体系，描绘信贷用户画像，既为线下合作消费场景提供流量，也能与全 行信贷业务形成整体合力，实现"千人千面"的金融服务。 然而，在信用卡业务缩水、银行业整体降本增效的大背景下，自营信用卡App这一渠道逐渐变 得"不划算"了。 去年以来，上海农商银行、北京农商银行、渤海银行等 多家银行先后宣布关 停信用卡App ，并将相应功能迁移至本行手机银行App。 市场分化加剧 无论从市场份额还是流量排序来看，各行信用卡业务的分化还在加剧。 易观千帆发布的最新数据显示， 信用卡类App月活跃用户规模排名呈现明显的梯队分化。 202 ...

Core Insights - The digital transformation of commercial banks is entering a new phase, with increasing competition in banking apps and challenges such as insufficient personalized recommendations and product service homogenization [1] - Major state-owned banks are solidifying their leading positions by implementing diversified platform strategies, focusing on credit card services to enhance digital life services [2] User Engagement and Market Dynamics - As of the first half of 2025, the mobile banking app market has transitioned to a saturated competition phase, with user growth plateauing and daily usage time decreasing from 4.93 minutes to 2.70 minutes [3][4] - The six major state-owned banks maintain a dominant position in mobile banking user engagement, with Agricultural Bank of China leading with 238 million monthly active users (MAU), a 4.8% year-on-year increase [4][5] Operational Strategies - State-owned banks are shifting from functional apps to ecosystem platforms, integrating financial services into high-frequency life scenarios to maintain user engagement [5][6] - The average MAU for major banks shows a decline in user activity for joint-stock banks, with China Merchants Bank experiencing a 1.2% decrease in MAU [6][7] Challenges for Joint-Stock Banks - Joint-stock banks face challenges from state-owned banks' market penetration and local banks' enhanced services, leading to a squeeze in their middle market [7][8] - The homogenization of financial products and changing user behaviors, with services increasingly embedded in third-party platforms like Alipay and WeChat, are impacting the usage of standalone banking apps [7][10] Future Directions - The evolution of banking apps towards comprehensive financial "super apps" is essential, expanding beyond financial transactions to cover various user needs [10][12] - The integration of AI technologies is crucial for enhancing user experience and operational efficiency, with banks focusing on intelligent interaction, risk control, and personalized marketing [15][16] Conclusion - The management and marketing of mobile banking should adopt an internet mindset, focusing on market, user, traffic, and product thinking to enhance customer acquisition and operational efficiency [18]

Group 1 - The 15th National Games will be held in Guangdong, Hong Kong, and Macau in November 2025, marking the first time the event is hosted in Hong Kong and Macau [2] - Industrial and Commercial Bank of China (ICBC) launched financial services for the event, integrating global resources and local strengths to create a comprehensive financial service ecosystem covering the entire lifecycle of the event [2][3] Group 2 - ICBC will launch a "National Games Zone" on its mobile banking and "ICBC e-Life" platform, providing a one-stop service for ticket information, event news, ticket purchases, digital collectibles, and consumer discounts [3] - The bank will issue themed digital RMB wallets in the host cities, promote digital RMB applications, and introduce innovative digital collectibles based on blockchain technology [4] Group 3 - ICBC has established a "full-channel payment matrix" for ticket sales, supporting various payment methods online and offline, enhancing the payment experience for both domestic and international attendees [5] - During the event, ICBC will collaborate with merchants to offer discounts on tickets, hotels, dining, and licensed merchandise, aiming to stimulate consumption and support the event's economic impact [6]