Core Viewpoint - The article promotes various credit card offerings from China Merchants Bank, highlighting attractive benefits and rewards for new customers. Group 1: Credit Card Offerings - The article features multiple credit card options, including standard gold cards, co-branded cards, and themed cards, each with unique rewards for new customers [4][10][13][16]. - New customers can choose from a variety of welcome gifts upon meeting certain criteria, such as bags, kitchenware, and cash back options [5][8][11][14][18]. Group 2: Special Promotions - Specific promotional offers include discounts on train tickets and ride-hailing services, as well as exclusive merchandise like backpacks and coffee cups [8][13][14]. - The article emphasizes limited-time offers for new applicants, encouraging quick action to take advantage of the benefits [21]. Group 3: Existing Customer Benefits - Existing cardholders are encouraged to apply for additional cards, with shared credit limits but without access to new customer rewards [22].

Core Viewpoint - In 2024, Guangfa Bank experienced its first decline in both revenue and net profit in nearly 17 years, with revenue of 69.237 billion yuan, a year-on-year decrease of 0.63%, and net profit of 15.284 billion yuan, down 4.58%. The main reason for this decline is the poor performance of its credit card business, which accounts for nearly half of its revenue [1][2]. Summary by Sections Credit Card Business Performance - Guangfa's credit card business revenue fell significantly, with personal banking and credit card revenue at 31.35 billion yuan, a year-on-year decrease of 61.2 billion yuan [1]. - The number of credit card holders remained stagnant at 118 million in 2024, marking zero growth for the first time, while the cumulative issuance reached 123 million [2][4]. - In terms of overdraft scale, Guangfa's credit card overdraft balance was 392.846 billion yuan in 2024, ranking approximately tenth among all banks [2][5]. Key Performance Indicators - Cumulative issuance of Guangfa credit cards increased from 101 million in 2021 to 123 million in 2024, but growth has slowed significantly [4]. - The card usage rate declined from 35.89% in 2021 to 32.44% in 2024, indicating a decrease in active usage [5][6]. - The credit card overdraft balance decreased from 452.345 billion yuan in 2021 to 392.846 billion yuan in 2024, with the proportion of personal loans contributed by credit cards remaining high at 48.09% in 2023 [6][7]. Complaints and Customer Sentiment - In 2024, Guangfa received 15,531 regulatory complaints, with 86.4% related to credit cards, indicating growing customer dissatisfaction [8]. - The bank's credit card offerings have faced criticism due to reduced benefits and increased complaints, leading to a perception of being "waste cards" [10][11]. Management and Strategic Changes - The leadership changes at Guangfa Bank have impacted its credit card strategy, with a shift from a focus on innovation to a more conservative approach [12][13]. - The bank's strategic pivot towards retail banking has not yielded the expected results, as evidenced by a significant drop in retail business growth rates [13][14]. Financial Health and Future Outlook - Guangfa's net interest margin has decreased to 1.54% in 2024, the lowest in recent years, indicating weakened profitability compared to peers [14][15]. - The bank's non-performing loan ratio in the real estate sector was high at 6.21% in 2023, contributing to overall asset quality pressures [15][16]. - The reliance on the credit card business poses significant risks for Guangfa Bank, as its core business faces substantial challenges [16].

Core Viewpoint - In 2024, Guangfa Bank experienced its first decline in both revenue and net profit in nearly 17 years, with revenue at 69.237 billion yuan, a year-on-year decrease of 0.63%, and net profit at 15.284 billion yuan, down 4.58% [1][11] Group 1: Credit Card Business Performance - The credit card business, which accounts for nearly half of Guangfa's revenue, is the main reason for the poor performance, with personal banking and credit card revenue dropping by 6.12 billion yuan year-on-year to 31.35 billion yuan [1][6] - The number of credit card holders remained stagnant at 118 million in 2024, marking zero growth for the first time, while the cumulative issuance reached 123 million [1][3] - In terms of overdraft loan balance, Guangfa's credit card balance decreased from 452.35 billion yuan in 2021 to 392.846 billion yuan in 2024, with the proportion of personal loans dropping from 22.37% to 18.44% [4][5] Group 2: Key Performance Indicators - The cumulative issuance of Guangfa credit cards increased from 101 million in 2021 to 123 million in 2024, but the growth rate has significantly slowed [3] - The transaction volume for Guangfa credit cards fell from 2.42 trillion yuan in 2021 to 2.22 trillion yuan in 2023, with no disclosure of the figure for 2024, indicating a poor performance [4] - The non-performing loan ratio for Guangfa credit cards rose from 1.54% in 2021 to 2.19% in 2024, indicating increasing asset quality pressure [5][6] Group 3: Market Position and Strategy - Guangfa's credit card business has been losing its competitive edge, with its market position rapidly declining, leading to concerns that it may become a "waste card" [6][12] - The bank's strategy has shifted from focusing on new card issuance to strengthening existing card management, but this transition comes too late as competitors have already gained significant advantages [10][11] - The bank's net interest margin has also been declining, reaching a historical low of 1.54% in 2024, further weakening its profitability compared to peers [11]

凤凰网财经《银行财眼》出品 文丨潇潇 爆料邮箱：gaoyue@ifeng.com 法国时间凌晨一点半，加完班的李超终于能睡觉了，此时他刚刚跑完程序改完代码。躺下90分钟后，凌晨三点手机铃声突然响起——屏幕显 示一串400开头的号码，正是招行信用卡中心来电。无人接听后，电话响铃32秒自动挂断。 李超没想到，招行信用卡时隔38分钟再次打来了越洋电话。他不禁吐槽，"三点钟被这两通电话震醒，真的很火大！之前一个招行的客服电 话已经被我屏蔽拉黑了，现在又来一个，我真不需要分期。" 另一位卡主杨倩文也被招行频繁的营销电话困扰。值得一提的是，她向信用卡中心投诉时却遭遇客服反向营销。杨倩文告诉凤凰网财经《银 行财眼》，"客服说我现在享受1.7折的优惠，年化利率从16.22%降到2.76%，是她看过所有客户中最低的折扣，'最低'这两个字她强调了 五次，还说后面再办可能就没当前的优惠，好像我不办就吃大亏了"，杨倩文表示。 所有持卡人都会频繁接到营销电话吗，营销频率如何？如果不需要能否停止？ 凌晨三点被招行营销电话吵醒 凤凰网财经《银行财眼》以消费者的身份致电招行信用卡中心求证，客服表示，"只要看到您有办理分期的资格，我行就会使用 ...

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