智通财经记者 | 曾令俊 银行联名信用卡正在不断瘦身。 近日，广发银行宣布由于合作协议到期，自2026年2月1日起，停发广发航班管家联名卡、广发高铁管家 联名卡等五张联名信用卡。 这并非个案。据智通财经记者梳理，今年以来，停发联名信用卡的银行覆盖国有大行、股份制银行及区 域性农商行，涉及合作场景包括电商、文娱、出行等多个领域。 "我最近去某城商行调研，该行信用卡缩已经减到了五个品种，一个标准卡，还有奶茶、吃喝玩乐的联 名卡，银行反馈说没有精力和力量维持，带来不了什么收益，经营不起，所以停发了很多联名卡。"有 信用卡资深从业人士对智通财经记者说。 多家银行停发联名卡 过去十余载，联名信用卡是银行抢占市场份额的一个核心抓手。通过深度绑定电商平台、航空出行、连 锁商超等多元消费场景，银行以定制化优惠权益为切入点，精准触达并沉淀特定客群。 资深信用卡研究专家董峥对智通财经记者说，银行基本的产品是标准卡，但满足不了消费者的个性化需 求，所以有了联名信用卡。"银行联名信用卡是做细分市场的，和外部机构合作，包括汽车、电商等 等，向用户表明有特定的服务。" 但走到今日，信用卡市场和消费习惯等发生了变化，停发联名信用卡的现象越 ...

Core Viewpoint - The credit card industry in China is experiencing a significant transformation, shifting from expansion to a focus on quality and efficiency, as evidenced by the increasing number of banks discontinuing co-branded credit card products [12][19]. Group 1: Market Trends - Since January 1, 2025, at least seven major banks have announced the discontinuation of at least 22 co-branded credit card products, indicating a trend of product adjustments in the credit card market [2][6]. - Major banks, including China Bank and Citic Bank, have stopped issuing various co-branded credit cards, with reasons primarily cited as "business adjustments" or "contract expiration" [4][6]. Group 2: Product Adjustments - Co-branded credit cards, which are partnerships between banks and profit-oriented institutions, are being phased out due to their unsustainable cooperation models and imbalanced overall returns [9][10]. - Banks are transitioning to standard credit cards for existing co-branded cardholders, with changes in reward structures and benefits [4][6]. Group 3: Regulatory Environment - The regulatory framework has tightened, with new guidelines from the former CBIRC and the People's Bank of China mandating banks to focus on quality over quantity in credit card issuance [10][12]. - The new regulations require banks to limit the ratio of dormant credit cards to no more than 20%, prompting a reevaluation of credit card strategies [10][12]. Group 4: Consumer Behavior - The credit card market is increasingly catering to younger consumers, who have diverse interests and consumption needs, necessitating banks to innovate and tailor products accordingly [18][19]. - The decline in credit card issuance and usage reflects a broader trend of market saturation and the need for banks to refine their customer engagement strategies [12][13]. Group 5: Future Outlook - The discontinuation of co-branded credit cards is seen as a necessary step towards a more refined and efficient credit card business model, focusing on high-value customer segments and innovative product offerings [15][19]. - The industry is expected to evolve towards precision marketing and enhanced customer experiences, leveraging digital technologies and data analytics [7][19].