星巴克变瑞幸、贵宾厅取消，银行的“羊毛”不好薅了｜巴伦精选

钛媒体APP2025-07-16

今年7月，招商银行经典版白金信用卡则突改规则，要求“1万积分＋18万消费”才能免年费，引发持卡人愤怒销卡潮。该卡一度因积分换年费、机场贵宾厅、体检等权益深受高净值商务人群追捧。微众银行（储蓄卡业务）的会员礼包也被指缩水：网友直呼“太离谱”：原有的腾讯视频SVIP变成了VIP，投屏到电视机需要付费，QQ音乐会员从超级会员降级为豪华绿钻，抽纸从130抽六包，变为100抽六包，一包省30张纸巾，能给微众...

网页链接

免责声明：本文观点仅代表作者个人观点，不构成本平台的投资建议，本平台不对文章信息准确性、完整性和及时性做出任何保证，亦不对因使用或信赖文章信息引发的任何损失承担责任。

精彩评论

我们需要你的真知灼见来填补这片空白

发表看法

{"i18n":{"language":"zh_CN"},"isChannel":false,"data":{"share":"https://www.laohu8.com/m/news/2551295921?lang=zh_CN&edition=full","thumbnail":"","is_english":false,"pubTime":"2025-07-16 21:56","share_image_url":"https://static.laohu8.com/9a95c1376e76363c1401fee7d3717173","id":"2551295921","market":"sh","top_or_hot":-1,"title":"星巴克变瑞幸、贵宾厅取消，银行的“羊毛”不好薅了｜巴伦精选","media":"钛媒体APP","content":"<div>\n<p>今年7月，招商银行经典版白金信用卡则突改规则，要求“1万积分＋18万消费”才能免年费，引发持卡人愤怒销卡潮。该卡一度因积分换年费、机场贵宾厅、体检等权益深受高净值商务人群追捧。微众银行（储蓄卡业务）的会员礼包也被指缩水：网友直呼“太离谱”：原有的腾讯视频SVIP变成了VIP，投屏到电视机需要付费，QQ音乐会员从超级会员降级为豪华绿钻，抽纸从130抽六包，变为100抽六包，一包省30张纸巾，能给微众...</p>\n\n<a href=\"http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN20250716215930a44eeba1&s=b\">网页链接</a>\n\n</div>\n","source":"tencent","html":"<!DOCTYPE html>\n<html>\n<head>\n<meta http-equiv=\"Content-Type\" content=\"text/html; charset=utf-8\" />\n<meta name=\"viewport\" content=\"width=device-width,initial-scale=1.0,minimum-scale=1.0,maximum-scale=1.0,user-scalable=no\"/>\n<meta name=\"format-detection\" content=\"telephone=no,email=no,address=no\" />\n<title>星巴克变瑞幸、贵宾厅取消，银行的“羊毛”不好薅了｜巴伦精选</title>\n<style type=\"text/css\">\na,abbr,acronym,address,applet,article,aside,audio,b,big,blockquote,body,canvas,caption,center,cite,code,dd,del,details,dfn,div,dl,dt,\nem,embed,fieldset,figcaption,figure,footer,form,h1,h2,h3,h4,h5,h6,header,hgroup,html,i,iframe,img,ins,kbd,label,legend,li,mark,menu,nav,\nobject,ol,output,p,pre,q,ruby,s,samp,section,small,span,strike,strong,sub,summary,sup,table,tbody,td,tfoot,th,thead,time,tr,tt,u,ul,var,video{ font:inherit;margin:0;padding:0;vertical-align:baseline;border:0 }\nbody{ font-size:16px; line-height:1.5; color:#999; background:transparent; }\n.wrapper{ overflow:hidden;word-break:break-all;padding:10px; }\nh1,h2{ font-weight:normal; line-height:1.35; margin-bottom:.6em; }\nh3,h4,h5,h6{ line-height:1.35; margin-bottom:1em; }\nh1{ font-size:24px; }\nh2{ font-size:20px; }\nh3{ font-size:18px; }\nh4{ font-size:16px; }\nh5{ font-size:14px; }\nh6{ font-size:12px; }\np,ul,ol,blockquote,dl,table{ margin:1.2em 0; }\nul,ol{ margin-left:2em; }\nul{ list-style:disc; }\nol{ list-style:decimal; }\nli,li p{ margin:10px 0;}\nimg{ max-width:100%;display:block;margin:0 auto 1em; }\nblockquote{ color:#B5B2B1; border-left:3px solid #aaa; padding:1em; }\nstrong,b{font-weight:bold;}\nem,i{font-style:italic;}\ntable{ width:100%;border-collapse:collapse;border-spacing:1px;margin:1em 0;font-size:.9em; }\nth,td{ padding:5px;text-align:left;border:1px solid #aaa; }\nth{ font-weight:bold;background:#5d5d5d; }\n.symbol-link{font-weight:bold;}\n/* header{ border-bottom:1px solid #494756; } */\n.title{ margin:0 0 8px;line-height:1.3;color:#ddd; }\n.meta {color:#5e5c6d;font-size:13px;margin:0 0 .5em; }\na{text-decoration:none; color:#2a4b87;}\n.meta .head { display: inline-block; overflow: hidden}\n.head .h-thumb { width: 30px; height: 30px; margin: 0; padding: 0; border-radius: 50%; float: left;}\n.head .h-content { margin: 0; padding: 0 0 0 9px; float: left;}\n.head .h-name {font-size: 13px; color: #eee; margin: 0;}\n.head .h-time {font-size: 11px; color: #7E829C; margin: 0;line-height: 11px;}\n.small {font-size: 12.5px; display: inline-block; transform: scale(0.9); -webkit-transform: scale(0.9); transform-origin: left; -webkit-transform-origin: left;}\n.smaller {font-size: 12.5px; display: inline-block; transform: scale(0.8); -webkit-transform: scale(0.8); transform-origin: left; -webkit-transform-origin: left;}\n.bt-text {font-size: 12px;margin: 1.5em 0 0 0}\n.bt-text p {margin: 0}\n</style>\n</head>\n<body>\n<div class=\"wrapper\">\n<header>\n<h2 class=\"title\">\n星巴克变瑞幸、贵宾厅取消，银行的“羊毛”不好薅了｜巴伦精选\n</h2>\n\n<h4 class=\"meta\">\n\n\n2025-07-16 21:56 北京时间&nbsp;&nbsp;&nbsp;<a href=http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN20250716215930a44eeba1&s=b><strong>钛媒体APP</strong></a>\n\n\n</h4>\n\n</header>\n<article>\n<div>\n<p>今年7月，招商银行经典版白金信用卡则突改规则，要求“1万积分＋18万消费”才能免年费，引发持卡人愤怒销卡潮。该卡一度因积分换年费、机场贵宾厅、体检等权益深受高净值商务人群追捧。微众银行（储蓄卡业务）的会员礼包也被指缩水：网友直呼“太离谱”：原有的腾讯视频SVIP变成了VIP，投屏到电视机需要付费，QQ音乐会员从超级会员降级为豪华绿钻，抽纸从130抽六包，变为100抽六包，一包省30张纸巾，能给微众...</p>\n\n<a href=\"http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN20250716215930a44eeba1&s=b\">网页链接</a>\n\n</div>\n\n\n</article>\n</div>\n</body>\n</html>\n","isBrief":false,"type":0,"news_type":1,"symbol":"SG9999001051.SGD","symbol_name":"United Asia Fund SGD","start_time":0,"source_url":"http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN20250716215930a44eeba1&s=b","article_id":"2551295921","we_media_id":null,"thumbnails":[],"rights":{"source":"tencent","url":"http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN20250716215930a44eeba1&s=b","rn_cache_url":null,"customStyle":"body{padding-top:10px;}#news_title{font-weight:bold;#titleStyle#;}#news_description span{font-size:12px;#descriptionStyle#;}.footer-note{#statement#}","selectors":".mod-LoadTzbdNews, body","filters":".relate-stock, .hot-list, .recom-box, .wx-sou","directOrigin":true},"url":"https://stock-news.laohu8.com/highlight/detail?id=2551295921","pubTimestamp":1752674173,"columns":[],"sourceInfo":{"source_id":"tencent","name":"腾讯"},"weMediaInfo":null,"summary":"权益降级后，咖啡券从星巴克变成了瑞幸和奈雪可见，权益缩水覆盖了交通出行、餐饮娱乐、积分兑换等领域。2025年起，建设银行的6款高端卡全面停用境内机场贵宾厅，其中4款取消道路救援，3款取消全球医疗救援及国际旅游援助。华夏银行今年起把境内外机场、高铁贵宾室等7项增值服务改为“主卡专享”，附属卡不再共享。宁波银行将汇通白金卡礼宾车权益改为“季度1次、全年4次封顶”，整体下线健康关怀类服务。","collect":0,"end_time":0,"defaultTopTitle":"qq.com","property":[],"viewcount":null,"language":"zh","relate_stocks":{"161121":"银行","600036":"招商银行","601166":"兴业银行","601398":"工商银行","601939":"建设银行","601998":"中信银行","SG9999001051.SGD":"United Asia Fund SGD","BK0183":"MSCI概念","SG9999001093.SGD":"United Greater China Fund A Acc SGD","LU1997245094.SGD":"安联神州A股基金AT Acc SGD","BK0188":"融资融券","BK0012":"证金概念","SG9999006597.SGD":"United China-India Dynamic Growth SGD","SGXZ90724238.SGD":"UNITED ASIA \"A\" (SGD) INC","BK0187":"一线龙头","BK0015":"沪股通50","LU0516422440.USD":"FULLERTON LUX FUNDS - ASIA FOCUS EQUITIES \"A\" (USD) ACC","BK0028":"国家队","LU2495084118.USD":"ALLIANZ CHINA A-SHARES \"ATH\" (USDHDG) ACC","LU1969619763.USD":"EASTSPRING INV CHINA A SHARES GROWTH \"A\" (USD) ACC","LU1064131003.USD":"FULLERTON LUX FUNDS - CHINA A EQUITIES \"A\" (USD) ACC","LU0039217434.USD":"HSBC GIF CHINESE EQUITY \"AD\" INC","LU0516423174.USD":"FULLERTON LUX FUNDS - ASIA FOCUS EQUITIES \"I\" (USD) ACC","LU0823413660.USD":"BNP PARIBAS EMERGING EQUITY \"C\" (USD) INC","LU1997244956.HKD":"ALLIANZ CHINA A-SHARES \"AT\" (HKD) ACC A","LU0516422952.EUR":"FULLERTON LUX FUNDS - ASIA FOCUS EQUITIES \"I\" (EUR) ACC","SG9999001226.SGD":"UNITED SUSTAINABLE ASIA TOP 50 \"A\" (SGD) ACC","LU0823397103.USD":"BNP PARIBAS SUSTAINABLE ASIA EX-JAPAN EQUITY \"C\" (USD) ACC","BK0175":"白马股","LU2213484517.USD":"FRANKLIN TEMPLETON CHINA A-SHARES \"A\" (USD) ACC","LU2148510915.USD":"FULLERTON LUX FUNDS - CHINA A EQUITIES \"R\" (USD) ACC","LU0823397285.USD":"BNP PARIBAS SUSTAINABLE ASIA EX-JAPAN EQUITY \"C\" (USD) INC","BK0196":"行业龙头","LU2289578879.USD":"ALLIANZ CHINA A OPPORTUNITIES \"AT\" (USD) ACC","LU1956131251.USD":"BNP PARIBAS SUSTAINABLE ASIA EX-JAPAN EQUITY \"C\"MD (USD) INC","BK0278":"货币金融","LU2328871848.SGD":"Eastspring Investments - China A Shares Growth AS SGD","LU1997245177.USD":"安联神洲A股基金","LU1064130708.USD":"FULLERTON LUX FUNDS - CHINA A EQUITIES \"I\" (USD) ACC","LU0516422366.SGD":"Fullerton Lux Funds - Asia Focus Equities A Acc SGD","LU0823413587.USD":"BNP PARIBAS EMERGING EQUITY \"C\" (USD) ACC","LU0516423091.SGD":"FULLERTON LUX FUNDS - ASIA FOCUS EQUITIES \"I\" (SGD) ACC"},"translate_title":"Starbucks becomes Luckin, VIP rooms are cancelled, and the bank's \"wool\" is not easy to collect | Barron's Selection","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"161121":1,"600036":0.9,"601166":0.9,"601398":0.9,"601939":0.9,"601998":0.9},"content_text":"今年7月，招商银行经典版白金信用卡则突改规则，要求“1万积分＋18万消费”才能免年费，引发持卡人愤怒销卡潮。该卡一度因积分换年费、机场贵宾厅、体检等权益深受高净值商务人群追捧。微众银行（储蓄卡业务）的会员礼包也被指缩水：网友直呼“太离谱”：原有的腾讯视频SVIP变成了VIP，投屏到电视机需要付费，QQ音乐会员从超级会员降级为豪华绿钻，抽纸从130抽六包，变为100抽六包，一包省30张纸巾，能给微众省多少钱呢？银行借此筛高贡献客户、降低成本；持卡人则觉性价比骤降，直呼背刺。这一变动折射行业步入存量竞争，权益普遍缩水。业内人士表示：银行需以分层会员、场景联名、数据化服务、跨界“信用卡＋”等创新提升单客价值，而非简单砍权益。权益降级后，咖啡券从星巴克变成了瑞幸和奈雪可见，权益缩水覆盖了交通出行、餐饮娱乐、积分兑换等领域。2025年起，建设银行的6款高端卡全面停用境内机场贵宾厅，其中4款取消道路救援，3款取消全球医疗救援及国际旅游援助。浦发银行自2025年一季度起下调境外消费返现比例，并砍去缤纷文旅、游乐园、文化馆等场景权益。华夏银行今年起把境内外机场、高铁贵宾室等7项增值服务改为“主卡专享”，附属卡不再共享。宁波银行将汇通白金卡礼宾车权益改为“季度1次、全年4次封顶”，整体下线健康关怀类服务。上海银行取消吉祥航空联名卡的机场、高铁贵宾礼遇，中信银行则砍掉了“36+1”中的滑冰、马术、瑜伽。权益缩水是成本压力、盈利模式调整与行业策略变化的综合结果。中国企业资本联盟副理事长柏文喜告诉笔者：成本压力：银行息差收窄、信用卡交易金额下滑、获客成本上升，迫使银行“降本增效”。未来盈利模式需要调整，高权益“以量取胜”的模式难以为继，转向高净值客户、高贡献用户的“精耕细作”。前几年信用卡新规全面实施，要求银行规范发卡、加强消费者权益保护，倒逼银行调整权益配置。信用卡市场进入存量竞争时代，发卡量增速下滑、信用卡消费交易额成为普遍现象。截至2025年一季度末，多家A股上市银行出现“发卡量或流通卡量负增长”，且信用卡交易额普遍同比下降5%–10%左右。招商银行信用卡流通卡9,720万张，较年初减少2.7%；平安银行信用卡流通卡6,380万张，较年初下降 3.1%；中信银行信用卡累计发卡10,550万张，较年初下降1.6%。从信用卡贷款余额来看，2025年一季度末兴业银行信用卡贷款余额4,030亿元，较年初下降5.2%；浦发银行信用卡贷款余额3,920亿元，较年初下降4.7%。光大银行信用卡贷款余额4,460亿元，较年初下降3.9%。此外，建设银行2025年一季度信用卡消费交易额 7,800 亿元，同比下降 8.9%；工商银行则为9,200 亿元，同比下降 7.4%。权益缩水、“砍成本”只能是短期手段招行“经典白”新规发出后，一些网友在微博、小红书等社交媒体发帖吐槽，甚至出现注销潮，部分用户转投他行。微众银行发给会员的“缩水”抽纸，每包成本仅节省0.1-0.2元，象征意义大于实质。但被用户拍照吐槽“连纸都省”，也容易触发“服务降级”舆情。高净值客群对体验敏感度更高，品牌形象受损的隐性成本远高于纸巾本身。银行更加精细化地管理成本与收益。业内人士表示：虽然缩减权益是一种直接的成本削减手段，但长远来看，可能导致高净值客户流失，评估这一风险需要综合考量客户的满意度调查结果、客户服务部门的反馈以及市场上的竞争态势。为了避免高净值客户流失，银行需要采取积极措施。除了提供个性化服务之外，还可以推出更高收益的产品作为补偿。此外，通过建立更深层次的关系，比如专属理财顾问服务或者定制化的金融解决方案，可以有效增强客户的忠诚度。上述人士认为：权益分层上，银行可对于50万以上存款用户给予一定的利率优惠，对于500万以上存款用户配专属理财顾问、高端医疗；在产品升级上，可上线“活期+”等收益更高的存款产品，以收益补权益，既降本又稳存。银行向“数据化服务+场景化权益”转型银行需要创新，例如开发联名卡或提供场景化权益，以满足特定客户需求并增强客户粘性。这些创新方式不仅能够保持利润水平，还能提升用户体验。如何避免高净值客户转向其他机构？柏文喜认为，银行应以“个性化服务+高收益产品”替代权益，强化客户粘性。如招行金葵花客户提供专属客户经理、税务规划服务，非标准化权益替代标准化权益。微众银行推出“高端定制理财”（比如年化收益达到4-5%），比权益更具吸引力。同时银行辅以技术绑定，通过APP嵌入客户生活场景（如一键预约就医、跨境支付优惠），增加迁移成本。银行也正向“数据化服务+场景化权益”转型。中信银行通过“36+1权益”大数据分析，剔除低使用率权益（如马术课），保留刚需权益（如机场接送）。浦发银行利用客户消费数据，定向推送“境外消费返现”活动，提升单客贡献。在场景化权益方面，招行联名卡与万豪、国航合作，消费积分直接兑换酒店住宿、机票升舱，权益与场景深度绑定。平安银行信用卡绑定“车主生态圈”，消费返现用于加油、洗车，权益使用率提升30%。新金融专家余丰慧告诉笔者：银行业确实在向“数据化服务”和“信用卡+场景”的方向转型，包括一些银行利用大数据分析为客户提供量身定做的产品和服务，同时通过与各种消费场景的合作，如旅游、餐饮等，来增加信用卡的使用频率和单客价值。这种转型不仅能弥补因削减传统权益而带来的损失，还能够开辟新的收入来源，并提高客户的整体满意度。（文章首发于巴伦中文网，作者｜孙骋，编辑｜蔡鹏程）更多对全球市场、跨国公司和中国经济的深度分析与独家洞察，欢迎点击https://www.barrons.com.cn更多精彩内容，关注钛媒体微信号（ID：taimeiti），或者下载钛媒体App","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"0","news_tag":"","news_rank":0,"isVideo":false,"video":null,"symbols":[],"gpt_button":1,"need_auth":false,"need_login_tip":false,"code":"91000000","status":"200"},"commentList":[],"isCommentEnd":true,"newsSizeData":{"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"Mozilla/5.0 AppleWebKit/537.36 (KHTML, like Gecko; compatible; ClaudeBot/1.0; +claudebot@anthropic.com)","isDev":false,"isTTM":false,"tenantId":"TBCN","deviceId":"web-server-community-laohu8-v3","version":"4.42.0","shortVersion":"4.42.0","platform":"web","vendor":"web","appName":"laohu8","isIOS":false,"isAndroid":false,"isTiger":false,"isTHS":false,"isWeiXin":false,"isWeiXinMini":false,"isWeiBo":false,"isQQ":false,"isBaiduSwan":false,"isBaiduBox":false,"isDingTalk":false,"isToutiao":false,"isOnePlus":false,"isHuaWei":false,"isXiaomi":false,"isXiaomiWebView":false,"isOppo":false,"isVivo":false,"isSamsung":false,"isMobile":false},"href":"/m/news/2551295921","isCrawlerRequest":true}