"点开手机准备登录手机银行，发现几个不常用的APP竟是同一家银行的，包括信用卡、手机银行…… 功能相似却彼此独立。"在北京从事会计工作的张亮告诉记者。 这并非个例。曾经，手机银行APP是银行的"必争之地"，不少银行针对理财、信用卡、生活消费等领域 业务开发APP，以期精准触达不同客群。然而今年以来，银行业务布局策略悄然发生了转向，不少银行 密集关停了旗下一部分APP，加快进行"瘦身"。比如，中国银行发布公告称，"缤纷生活"APP逐步把功 能迁移至中国银行APP后将关停；北京银行也宣布，原直销银行APP等停止服务后，相关功能统一并 入"京彩生活"APP。 中国互联网金融协会8月发布的通报显示，今年上半年，移动金融APP新增备案66款，注销75款，注销 数量超过新增数量。 曾经扎堆推广，如今集中关停，银行APP策略为何出现如此大的转变？"用户活跃度低、功能冗余、运 营成本高，是银行关停部分APP的主要原因。"中国邮政储蓄银行研究员娄飞鹏指出，早期银行推出独 立APP是为了快速抢占细分市场，但当前行业已从规模扩张转向质量提升，必须顺应数字化转型趋势， 从多个APP分散服务转向一站式平台，以提升用户体验。 专家表示， ...

在净息差持续收窄、资产端收益趋于下行的双重背景下，如何降本增效是绕不开的高频问题。近期，多家 上市银行召开第三季度业绩说明会，正面回应了这一话题。 对于未来存款付息率的下降趋势，上海银行相关高管认为，未来随着存量业务到期重定价、差别化定价策略的 深入推进以及存款期限结构的转化、低成本存款拓展，存款付息率将保持稳步下降趋势。 负债端：压降高息存款产品 随着央行阶梯式降息落地，存款利率持续突破历史新低，商业银行长期限存款产品正在经历利率倒挂、产品下 架的阶段。 近期不少中小银行主动下架了5年期定存产品，这是商业银行在净息差压力下，主动清理高成本存款的选择。 总结而言，A股上市银行纷纷通过负债成本管控、运营费用优化、数字化生态整合三大维度，向内挖掘利润空 间。 运营端：精细化管理"抠出"利润 记者观察到，今年以来商业银行不仅对高成本存款进行压降，高管们还喊出了"勤俭节约"的经营理念，从运营 成本 "抠利润"；此外银行还纷纷对旗下APP矩阵进行"瘦身"整合，使得运维资源更为集中。 因为负债端成本管控到位，确实可以大幅降低银行利息支出的压力。 Wind统计数据显示，A股42家上市银行前三季度的利息支出是3.43万亿元， ...

Core Viewpoint - Several banks in China are consolidating their mobile applications to enhance user experience and address issues related to low user engagement, poor experience, and redundant functionalities [3][5][6]. Group 1: Company Actions - Beijing Bank announced the discontinuation of its direct banking APP and website effective November 12, with functionalities migrated to the "Jingcai Life" mobile banking APP [1]. - China Bank is migrating all services from its "Colorful Life" APP to the main "China Bank" APP, with the "Colorful Life" APP set to stop downloads and registrations [4]. - Other banks, including Beijing Rural Commercial Bank and Jiangxi Bank, have previously shut down their credit card apps, integrating their functions into mobile banking apps [4]. Group 2: Industry Trends - The trend of APP consolidation is not limited to direct banking and credit card applications; many banks are also merging enterprise banking and lifestyle service apps due to low user engagement [4][5]. - The Chinese Internet Finance Association has reported multiple banks applying for the cancellation of their enterprise banking apps and lifestyle service apps due to service cessation [4]. - Regulatory guidance from the National Financial Regulatory Administration emphasizes the need for banks to manage mobile applications effectively, focusing on reducing the number of low-activity and redundant apps [6]. Group 3: User Experience - Industry insiders indicate that the primary motivation for banks to streamline their apps is to improve user experience and reduce the burden of having multiple applications [5][6]. - Users have expressed frustration over the number of banking apps, preferring to consolidate their banking needs into fewer applications for better usability [6]. - The goal of creating a unified "super APP" is to enhance user experience while lowering operational costs and improving risk monitoring [6].

智通财经5月26日讯（记者 邹俊涛）直销银行持续"退潮"。 今日下午，北京银行直销银行工作人员告诉智通财经记者，后续待直销银行APP相关业务迁移完成后，该APP以及直销银行渠道将不再独立存在。此 外，对方表示，业务迁移不会影响到已办理业务资金安全。 值得一提的是，北京银行直销银行是国内第一家直销银行。 北京银行在公告中提醒广大客户，"如您选择不再使用直销银行后续服务，可于即日起至2025年6月25日前登录直销银行APP办理账户注销。" 国内首家直销银行即将退场 公司官网显示，2013年9月18日，北京银行在京举行直销银行开通仪式，在与其境外战略合作伙伴荷兰ING集团充分准备的基础上，正式开通直销银行 服务模式。 北京银行称，"此举标志着国内第一家直销银行破土萌芽，或将开启国内直销银行的新时代。" 此后根据历年年报披露，北京银行直销银行业务规模发展迅速，并成为公司业绩的一大亮点。 例如2015年年报显示，截至报告期末，北京银行直销银行客户数达24.6万户，储蓄存款达6.3亿元，较期初增长463.1%；资金量达6.9亿元，同比增长 322.2%。北京银行在年报中称"报告期内，本行加快直销银行建设，坚持以客户为中心 ...

Core Viewpoint - The banking industry is undergoing a significant transformation with the integration and discontinuation of various mobile applications, reflecting a shift from digitalization to intelligent services, aiming for a more comprehensive and user-friendly experience [1][4][8]. Group 1: APP Integration and Discontinuation - The "Run Wallet" APP will officially cease operations on October 15, 2025, with its functions migrating to the China Resources Bank APP, marking a trend of reducing and enhancing banking applications [1]. - Credit card and direct banking applications are the most frequently discontinued types, with several banks, including Beijing Rural Commercial Bank and Bohai Bank, having already shut down their credit card apps [2][3]. - The number of direct banking apps has significantly decreased from a peak of 135 in 2017 to fewer than 10 currently operational, indicating a major retreat in this sector [3]. Group 2: Reasons for APP Discontinuation - Low user engagement, high substitutability of functions, and significant operational costs are common issues among discontinued banking apps [4]. - The closure of independent credit card apps is driven by diminishing new user growth and the need for cost reduction, with most functions being integrated into mobile banking platforms [4]. - The discontinuation of direct banking apps is seen as a completion of their exploratory mission rather than a failure, as they provided insights for digital transformation in the banking sector [5]. Group 3: Regulatory and Market Influences - Regulatory guidance and risk management are key factors in the decision to shut down certain financial apps, as highlighted by the National Financial Supervision Administration's directive to optimize or terminate low-performing applications [6]. - The proliferation of numerous financial apps reflects the banking sector's digital anxiety, with many institutions struggling to meet actual customer needs and effectively implement digital strategies [7]. Group 4: Future Directions for Digital Transformation - Banks are encouraged to break down institutional barriers to digital transformation, fostering a collaborative environment that enhances agility and digital culture [8]. - A tailored approach to digital transformation is recommended, focusing on unique characteristics rather than a one-size-fits-all strategy [8]. - The integration of online and offline channels, particularly through mobile banking, is essential for enhancing customer service and expanding user engagement [8].

Core Viewpoint - The rise and fall of direct banks in China over the past decade reflects the challenges of digital transformation in the traditional banking sector, with many banks now integrating their direct banking services into mobile banking platforms due to changing consumer preferences and technological advancements [1][4][12]. Group 1: Development and Decline of Direct Banks - Direct banking in China began in 2013 with Beijing Bank, leading to a peak of 116 direct banks by 2019, but has since dwindled to around 20 by 2024 [1][3][6]. - Beijing Bank's direct banking customer base grew from 246,000 in 2015 to 476,000 in 2019, with cumulative sales reaching 11.56 billion yuan, but no further data has been disclosed since [1][2]. - Major banks have increasingly shut down or integrated their direct banking services into mobile banking apps, with Beijing Bank planning to migrate its direct banking services to its mobile app by June 2025 [2][3]. Group 2: Challenges Faced by Direct Banks - The decline of direct banks is attributed to the rise of mobile banking, which has improved user experience and functionality, rendering the independent existence of direct banks less valuable [4][10]. - Many customers remain unfamiliar with the concept of direct banks, leading to trust issues that hinder their growth [7][12]. - Direct banks often lack independent operational capabilities and face internal conflicts due to their positioning within traditional banking structures, limiting their ability to innovate and respond to market needs [9][11][12]. Group 3: Survival of Small and Regional Direct Banks - Smaller regional banks continue to operate direct banking services due to their resource constraints, which make the lightweight model of direct banks more suitable for their needs [5][8]. - These banks focus on localized customer bases and offer tailored financial products, allowing them to maintain a competitive edge despite the overall decline in direct banking [5][8]. Group 4: Future Prospects and Lessons Learned - The remaining direct banks may find success by refining their market positioning and collaborating with their parent banks to enhance service offerings [8][13]. - The experience of direct banks has highlighted the need for traditional banks to adapt to digital demands and has paved the way for the emergence of private and internet banks in the future [13].

Core Viewpoint - The announcement by Beijing Bank marks the end of an era for direct banks in China, as it plans to migrate its direct banking services to its "Jingcai Life" mobile banking app by June 25, 2025, leading to the discontinuation of the first direct banking channel in the country [1] Group 1: Industry Trends - The number of operational direct banking apps has decreased to fewer than 20, a significant drop from 135 at its peak in 2017, indicating an over 85% market elimination rate [1] - Direct banks were initially popular due to their convenience and low operational costs, but have faced challenges leading to their decline [2] Group 2: Historical Context - Beijing Bank launched the first direct bank in collaboration with ING Group in September 2013, during a time of rapid growth in internet finance, with direct banks seen as a key tool for digital transformation [2] - By 2015, Beijing Bank's direct banking customer base reached 246,000, with savings deposits increasing by 463.1% compared to the beginning of the year [2] - The last reported customer count for Beijing Bank's direct banking was 476,000 in 2019, with 60.7% being external customers, but this segment has since disappeared from annual reports [2] Group 3: Challenges Faced - The decline of direct banks is attributed to overlapping positioning and structural dependencies, leading to unclear development paths and customer confusion [3] - The distinction between direct banks and mobile banking has blurred, as mobile banking apps have integrated various services, resulting in significant product overlap [3][4] - Direct banks often lack independent management structures, being subordinate to traditional banks, which hampers their ability to innovate and compete effectively [4] Group 4: Future Outlook - The closure and integration of direct banking services are seen as a trend that will continue in the industry [6] - Remaining independent direct banks, such as Baixin Bank and YouHui WanJia, are exploring new development paths that differ from traditional departmental structures [6] - Baixin Bank, established in January 2017, aims to bridge traditional banking and internet enterprises, but has faced challenges, including a 23.74% decline in net profit in 2024 [6] - The evolution of direct banks serves as a lesson for commercial banks to explore a hybrid online-offline business model while maintaining a clear positioning and leveraging their strengths [6]

Core Viewpoint - The direct banking sector in China, once highly anticipated, is witnessing a significant decline, with major banks like Beijing Bank announcing the integration of their direct banking services into traditional mobile banking apps, marking the exit of the first direct bank [2][6]. Development of Direct Banks - The development of direct banks in China began in 2013, with Beijing Bank launching the first direct banking service, which was seen as a new era for the industry [4][5]. - At its peak, the number of direct banks exceeded 100, with city commercial banks and rural commercial banks being the primary participants [5]. Business Performance and Challenges - Beijing Bank's direct banking service saw rapid growth initially, with customer numbers reaching 476,000 by 2019 and total funds sold amounting to 11.56 billion yuan [6]. - However, since 2017, major state-owned and joint-stock banks have been adjusting their direct banking channels, leading to a trend of merging these services into mobile banking apps [6][8]. Market Dynamics - The number of operational direct banking apps has drastically reduced to about a dozen, primarily among smaller city and rural banks [2][8]. - Many direct banks have failed to establish a distinct market position, often serving merely as online extensions of traditional banking services, leading to a lack of competitive advantage [8][10]. Regulatory and Operational Constraints - The tightening of regulatory policies and the issue of product homogeneity have further restricted the growth potential of direct banks [9][10]. - Independent direct banks face significant challenges, including the need for complete operational independence from their parent banks, which complicates their ability to build profitable customer acquisition models [12][13]. Performance of Independent Direct Banks - Independent direct banks like Baixin Bank and Postal Savings Bank's Postal Huinong have not performed well, with Baixin Bank reporting a net profit decline of 23.74% in 2024 [12]. - The termination of the establishment of another independent direct bank,招商拓扑, highlights the difficulties in launching new entities in this space [13].