停用、下架、整合……作为商业银行以往推动数字化转型的重要阵地，银行App眼下正在经历一场 新的转型浪潮。 近日，珠海华润银行发布公告称，"润钱包App将于2025年10月15日起正式停止服务，原App内功能 （包括注册登录、余额、优惠券等功能）将全面迁移至华润银行App。" 珠海华润银行相关负责人表示，润钱包是由该行推出的移动金融服务App，为客户提供移动支付、 会员、积分等服务。上述公告显示，相关服务迁移至华润银行App之后，将实现"一个客户、多个产 品"的一站式服务。 专家普遍认为，整合App后，银行得以从繁杂的多线运营中抽身，将更多精力与资源投入到核心业 务的创新研发上。例如，在信用卡业务领域，数字信用卡成为创新的热门方向。银行借助整合后的App 平台，打破传统信用卡的实体局限，利用先进的加密技术、生物识别技术，为用户提供便捷、安全的数 字信用卡服务。 值得关注的是，"信用卡"及"直销银行"是银行App关停与整合最密集的类型。 今年3月31日，北京农商银行旗下的信用卡App"凤凰信用卡"业务功能迁移至"北京农商银行手机银 行"App中。此前，渤海银行、上海农商银行、四川农商联合银行、北京农商银行等银行的 ...

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].

Core Insights - The trend of shutting down and integrating banking apps continues, with Zhuhai China Resources Bank announcing the termination of its "Run Wallet App" service, reflecting a broader industry shift towards digital transformation aimed at reducing operational costs and enhancing efficiency [1][2] Summary by Category App Shutdown and Integration - Zhuhai China Resources Bank will officially stop the "Run Wallet App" service on October 15, 2025, migrating its functions to the China Resources Bank App for a one-stop service [2] - Many banks, including state-owned and joint-stock banks, are accelerating the consolidation of their apps, particularly focusing on credit card and direct banking apps [2][3] - The number of available credit card apps has significantly decreased, with most remaining apps concentrated among major state-owned banks, while city commercial banks and rural commercial banks have seen a decline in their credit card app offerings [2] Industry Trends - The integration of credit card and direct banking apps is driven by the need for banks to adapt to changing industry dynamics, as these apps have overlapping functions and are becoming less relevant [3][4] - The trend began several years ago, with banks starting to optimize channels and integrate apps, which has accelerated since 2023 [4] Reasons for Integration - The primary reasons for app consolidation include a shift from broad operations to more targeted approaches, focusing on enhancing user experience and operational efficiency [4] - Regulatory policies have also played a role, with the National Financial Regulatory Administration issuing guidelines to strengthen the management of mobile applications in the banking sector [4] Future Directions - The future of banking apps is expected to focus on three main trends: scenario-based integration, comprehensive ecosystem development, and intelligent upgrades through technology [6] - Banks aim to create a "financial + scenario ecosystem" that integrates various life services, enhancing user engagement and loyalty [6]

Core Viewpoint - The banking industry is undergoing a significant transformation in its mobile applications, with many banks opting to integrate or discontinue their apps to enhance efficiency and user experience [1][2][4]. Group 1: App Integration and Discontinuation - Zhuhai China Resources Bank announced that its "Run Wallet App" will cease operations on October 15, 2025, with functionalities migrating to the China Resources Bank App [1]. - There is a trend of "thinning" in the banking app sector, with multiple banks shutting down or integrating their apps, particularly in the credit card and direct banking sectors [2]. - The closure or integration of apps is driven by the need to reduce costs, improve user experience, and respond to market competition [1][2]. Group 2: Operational Efficiency - Each banking app requires significant investment in human resources, technology, and capital, making independent apps less viable as new credit card user growth stagnates [2]. - Consolidating apps allows banks to focus resources on core business areas, enhancing overall operational efficiency and aligning with current financial regulatory policies [2][3]. Group 3: User Experience and Future Trends - The integration of apps is expected to improve user experience by providing a one-stop platform for various financial services, reducing the complexity of managing multiple apps [3]. - Future banking apps are anticipated to focus on ecological, intelligent, and differentiated services, moving beyond traditional functions to create a "life + finance" ecosystem [5]. - The use of advanced technologies like big data and AI will enable banks to offer personalized financial solutions and enhance user experience [4][5].

Core Viewpoint - The article discusses the ongoing transformation in the banking sector towards digital and intelligent services, highlighting the trend of app consolidation and the decline of standalone banking apps, particularly credit card and direct banking applications, as banks adapt to user needs and regulatory requirements [2][11][14]. Group 1: Digital Transformation in Banking - The People's Bank of China and other departments aim to establish a financial system that aligns with digital economic development by the end of 2027 [1] - Various banking apps are evolving from a tool-oriented approach to a more integrated, scenario-based, and ecosystem-oriented service model [2][18] - The trend of app consolidation is evident as banks shut down or integrate their standalone apps into more comprehensive mobile banking platforms [3][5][12] Group 2: Decline of Standalone Apps - The "Run Wallet" app by China Resources Bank will cease operations by October 2025, with its functions migrating to the main bank app [3][4] - A significant number of credit card and direct banking apps have been discontinued, with many banks merging these services into their primary mobile banking applications [5][10] - As of now, only a few direct banking apps remain operational, down from a peak of 135 in 2017, indicating a substantial decline in this segment [9][10] Group 3: Reasons for App Closures - Common issues leading to app closures include low user engagement, high operational costs, and redundancy of functions [11] - The shift towards integrating credit card functionalities into main banking apps is seen as a cost-effective strategy, enhancing user experience without significant drawbacks [12] - The closure of direct banking apps is viewed as a completion of their exploratory mission in financial innovation, rather than a failure [13] Group 4: Regulatory and Market Influences - Regulatory guidance emphasizes the need for banks to manage mobile applications effectively, focusing on user engagement and compliance [15] - The article highlights the need for banks to address "digital anxiety" by aligning their digital transformation strategies with actual user needs and market conditions [16][17] - Recommendations for banks include breaking down internal barriers, finding unique digital paths, nurturing tech-savvy talent, and enhancing online-offline channel integration [17]