China Merchants Bank's Digital Transformation Journey
DOI:
https://doi.org/10.62051/ijgem.v10n8.06Keywords:
China Merchants Bank, Digital Transformation, Fintech, MAU, AUM, Value BankAbstract
This case study uses the background of China Merchants Bank's digital transformation from 2018 to 2025. It describes the bank's strategic practice of using MAU as the North Star metric and promoting "three shifts" (from customers to users, from bank cards to App, from transaction thinking to customer journey). The case focuses on the dilemma faced by the head of retail finance when MAU growth hit a bottleneck and management disagreed on whether to adjust the North Star metric. The case data comes from CMB's annual reports and public sources.
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[1] Zhang, X. Y. (2023). Research on the practice and effect of retail business digital transformation of China Merchants Bank (Master’s thesis, Shihezi University). https://doi.org/10.27332/d.cnki.gshzu.2023.000068
[2] Chang, F. Y. (2023). Research on the path and performance of retail business digital transformation of China Merchants Bank from the perspective of strategic change (Master’s thesis, Inner Mongolia University of Finance and Economics). https://doi.org/10.27797/d.cnki.gnmgc.2023.000351
[3] Ma, R. (2024). Research on the implementation path of retail business digital transformation of China Merchants Bank driven by fintech (Master’s thesis, Hebei GEO University). https://doi.org/10.27752/d.cnki.gsjzj.2024.000195
[4] Li, Y. (2025). Research on innovation of commercial bank service model empowered by FinTech A case study of China Merchants Bank’s digital transformation path. Forum on Research and Innovation Management, 3(10). https://doi.org/10.70711/FRIM.V3I10.7513
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Copyright (c) 2026 International Journal of Global Economics and Management
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