工商银行以第十五届全运会（以下简称"十五运会"）举办为契机，深耕文化、体育、旅游消费新场景， 通过"场景融通、权益下沉、服务升级"三维联动，将金融服务嵌入赛事、文旅、民生全链条，为粤港澳 大湾区融合发展注入活力。 工商银行在手机银行推出全运专区，依托"工银e生活"App、"e生活plus"小程序搭建"点亮全运"互动平 台，嵌入赛事信息、全运知识答题和优惠活动。聚焦热门商圈、赛事场馆等重点场景优化服务布局，联 动合作商户打造"全运特色打卡点"。针对热门赛事场次、高频消费场景加大优惠力度，加码场馆周边餐 饮、购物商户优惠，助力将赛事热度转化为消费动能。 此外，工商银行在大湾区约1500家网点开设"全运服务绿色通道"，并通过"工行全运驿站"为志愿者、市 民及观众提供暖心服务，传递"活力工行"服务温度。 锚定"全运+"生态构建消费服务新生态 在权益设计层面。工商银行围绕观赛全流程打造分层优惠体系。赛事票务环节，联合官方平台推出信用 卡购票满减优惠；出行住宿环节，联动第三方平台提供机票、火车票、打车满减及酒店预订叠加i豆抵 现；本地消费环节，基于各城市外卖、餐饮、购物等特色场景，通过"支付返现、满额立减"等方式降低 消 ...

Core Viewpoint - The recent announcement by Bank of China to gradually shut down its "Bountiful Life" app and migrate its functions to the main "Bank of China" app highlights a shift in the credit card app landscape, moving from smaller banks to major state-owned banks amid a backdrop of declining credit card business and cost-cutting measures in the banking industry [1][5][17]. Summary by Sections Credit Card App Shutdown - Bank of China announced the gradual shutdown of its "Bountiful Life" app, which will have all its functions transferred to the main "Bank of China" app [1]. - This trend of shutting down credit card apps is not new, as several banks, including Shanghai Rural Commercial Bank and Beijing Rural Commercial Bank, have previously made similar moves [5]. Market Dynamics - The credit card app market is experiencing increasing differentiation, with a clear ranking in monthly active users [7]. - As of June 2025, the top 20 credit card apps include 5 state-owned banks, 9 joint-stock banks, and 2 city commercial banks, with the highest monthly active users exceeding 14 million for several apps [7][8]. - Bank of China's "Bountiful Life" app had only 1.55 million monthly active users, ranking 13th among state-owned bank credit card apps [7][9]. Credit Card Loan Scale - State-owned banks maintain a significant advantage in credit card loan scales, with China Construction Bank being the only bank with a credit card loan scale exceeding 1 trillion yuan, reaching 1,054.95 billion yuan as of June [10][11]. - Other major state-owned banks also report credit card loan scales above 500 billion yuan, while joint-stock banks like China Merchants Bank show strong performance with a credit card loan balance of 924.49 billion yuan [10][11]. User Engagement and Competition - The focus of credit card apps has shifted from acquiring new customers to retaining existing ones, as many consumers already hold multiple credit cards [14][15]. - The competition for user engagement is intensifying, with various lifestyle service apps entering the market, making it challenging for credit card apps to attract new users [15][19]. Operational Efficiency - The closure of independent credit card apps reflects a broader trend towards centralized management of banking channels [17]. - Regulatory guidance has prompted banks to streamline their mobile applications, focusing on user engagement and operational efficiency [18][19].