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]

Group 1 - The direct banking model, which was once highly anticipated, is now witnessing a decline, with the first explorer, Beijing Bank, announcing the migration of its direct banking services to its mobile banking app by June 25, 2025 [2][4] - Currently, only a handful of local small and medium-sized banks operate direct banking apps, such as Hunan Bank and Tieling Bank, indicating a significant reduction in the number of active direct banks [5] - The direct banking model was first introduced by Beijing Bank on September 18, 2013, and by 2019, it had reached 476,000 customers with a cumulative sales amount of 11.56 billion yuan [5] Group 2 - The integration or shutdown of direct banking services is primarily attributed to the enhanced functionality of mobile banking apps, which now meet diverse user needs, diminishing the standalone value of direct banks [7] - The decline in internet traffic benefits and the rising customer acquisition costs have also posed challenges to the operational model of direct banks [7]

Core Insights - The direct banking model, once a highlight in the fintech wave, is undergoing significant changes, with Beijing Bank announcing the integration of its direct banking services into its "Jingcai Life" mobile banking app by June 25, 2025, marking the first such integration in China [2] - Direct banks, which operate without physical branches and provide services through electronic channels, initially saw explosive growth after their launch, but have faced challenges since 2019, leading to a decline in visibility in annual reports [2] - Several banks, including Hankou Bank and Minsheng Bank, have already integrated or shut down their direct banking apps, raising concerns about the future of direct banking in the market [2] Industry Analysis - Experts attribute the challenges faced by direct banks to factors such as organizational structure, resource allocation from parent banks, and market competition, indicating a lack of a complete service ecosystem and unique competitive advantages [3] - The overlap between services offered by direct banks and traditional mobile banking apps has led to resource wastage, as banks invest in redundant functionalities [3] - The decline of internet traffic benefits and rising customer acquisition costs pose severe challenges to the operational models of direct banks [3] Future Directions - Recommendations for the future of direct banks include developing niche services to create differentiated offerings, enhancing user loyalty through customized financial products [4] - Integrating direct banking functions into mobile banking apps can provide users with more centralized and efficient services, improving user experience and reducing operational costs [4] - The trend of integration and transformation in direct banking is expected to continue, with more banks likely to face similar decisions in the future [4]

Core Viewpoint - The announcement by Beijing Bank regarding the migration of its direct banking app to its mobile banking platform marks the exit of the first direct bank in China, reflecting a broader trend of at least 19 banks shutting down or integrating their direct banking services since 2023, indicating a decline in the once-promising direct banking model after a decade of rapid growth [1][2]. Group 1: Industry Trends - The number of direct banks in China grew from 22 in 2014 to a peak of 135 by 2017, with city commercial banks accounting for 53.3% of this total [1]. - Major banks like Shanghai Pudong Development Bank and Nanjing Bank began integrating direct banking functions into their mobile banking platforms starting in 2020, leading to a significant reduction in the number of operational direct banking apps [2]. Group 2: Challenges Faced by Direct Banks - Direct banks face fundamental challenges such as unclear positioning, resource wastage, and technological shortcomings, which have made the direct banking model unsustainable [2][3]. - The overlap in functionality between direct banks and mobile banking has led to direct banks being viewed as redundant channels, diminishing their competitive edge [2][3]. - Many direct banks operate under a "departmental system," lacking independent decision-making authority, which hampers their ability to innovate and compete effectively [3][4]. Group 3: Financial Viability - Direct banks have high operational costs but low revenue generation, leading to an imbalance in investment returns [5]. - The regulatory environment poses challenges for banks attempting to establish direct banks as independent entities, further complicating their operational viability [5][6]. Group 4: Future Outlook - The decline of direct banks signifies a shift in the banking industry from "channel expansion" to "ecosystem cultivation," emphasizing the need for banks to leverage technology to enhance service delivery and user value [6][7]. - For banks that continue to operate direct banking services, finding a clear market position and exploring differentiated development strategies will be crucial for survival in a competitive landscape [7].