“咖啡神卡”权益缩水遭投诉，信用卡“存量时代”差异化该怎么玩？The shrinking rights of the "Coffee God Card" have been complained about, how to play differentiation in the "stock era" of credit cards?
“不是很清楚。”“我们只认券。”近日，面对关于平安银行与瑞幸咖啡联名信用卡权益兑换问题，北京多家瑞幸咖啡店的店员给出了类似答复。
平安银行官方信息显示，2025年底和2026年4月初，该行先后上线了平安银行瑞幸联名信用卡的运通版、银联版，该卡以与瑞幸咖啡挂钩的基础权益为特色，吸引了大量用户。
不过，近期不少用户在社交平台和第三方投诉平台“吐槽”、投诉该卡核心权益缩水、规则调整不透明、补偿方案不合理等问题。
近日，记者进行办卡咨询时，平安银行工作人员不再建议办理该卡，转而推荐其他信用卡。在业内人士看来，国内信用卡进入存量时代，差异化经营越来越重要，但银行自身应摒弃过去过度追求KPI的机制，避免服务脱节，真正做到精细化管理。
“咖啡神卡”缘何槽点多
综合来看，平安银行瑞幸联名信用卡持卡用户反映的问题主要有两方面：一是联名卡实际权益较办卡时银行方面宣传的福利价值下降；二是联名卡权益的兑换规则多次被调整，且未充分告知用户。
目前，邮储银行、华夏银行、平安银行等多家银行均有与瑞幸咖啡的联名卡可申请。截至7月15日，记者在某第三方消费者服务平台上以“瑞幸”“信用卡”为关键词搜索发现，相关投诉有100多条，多数内容涉及平安银行瑞幸联名信用卡的权益调整问题。
比如，有用户于7月12日在某平台投诉中提到：本人2026 年4月2日办理平安银行瑞幸联名信用卡，办卡核心诱因是银行全渠道宣传“周周礼”一期权益：每周5笔单笔≥18元线上消费，次周免费直接领取2张29元瑞幸全场通兑券，无需积分，券长期可用。 本人激活后长期按要求每周达标消费，但平安银行未通过短信、APP 弹窗、电子账单对我做任何提前、显著告知，分三次单方面静默篡改活动规则：2026年5月，将29元全额通兑券改为17元小额抵扣券，大额饮品需额外补差价；2026年6月，无通知把咖啡券有效期从多年缩短至领券后7天，本人大量囤券直接过期作废，造成权益损失；2026年7月，二期规则上线，彻底取消免费领券，达标后必须消耗大量信用卡积分才能兑换代金券，当初宣传的免费咖啡权益实质作废。
“按之前宣传一周2张卡（券），一年可以领计算，损失可达到（29-17）*2*52周可以算出1248元。”另有某平台投诉用户在5月下旬对比了联名卡调整前后的规则，认为银行方面大幅降低持卡人权益，涉及虚假宣传，“完全可以理解为是拉完一波新用户后降低活动力度的操作”。
具体情况究竟如何？平安银行客服人员说法一定程度上印证了前述用户提到的规则调整路径。据其介绍，平安银行瑞幸联名信用卡的咖啡券权益兑换规则的确经过多次调整，前期为用户每周完成5笔18元以上消费即可获得2张瑞幸咖啡29元兑换券；中间经历过几次“小调整”，包括将兑换券金额降至17元；原“周周礼”活动有效期结束后，7月开始调整为每周完成5次消费（不限金额）可得兑换资格，但需使用消费积分领券。
上述客服人员强调，对持卡人来说，最新规则相较于前期规则“更容易达标”。但这与不少用户的自身描述存在差异。如有用户在第三方投诉平台提到：“我在6月底～7月初的自然周期内严格完成消费任务，系统已经核算达标，并生成2次咖啡兑换资格。在我准备兑换福利时，平台突然新增扣除信用卡积分的兑换门槛。本人信用卡积分仅有12分，达不到兑换标准，无法领取本该享有的福利。”
记者在平安银行口袋银行App看到，平安银行瑞幸联名信用卡（银联版）的基础权益仍为“新户周周礼”，即“周周消费周周领两杯瑞幸”。据该行北京某支行工作人员介绍，具体兑换规则为：99、199、299信用卡消费积分分别可兑1张16元、18元、20元饮品代金券，399信用卡消费积分可兑换1张全场饮品兑换券。
积分的计算规则是关键。据平安银行客服人员介绍，对于在该行持有储蓄卡且账户内上月月日均资产（不限于存款）≥1000元的用户，单笔消费每满30元（4美元）发30积分；对于未在该行持有储蓄卡或账户内上月月日均资产
另据瑞幸咖啡客服人员介绍，目前仍可接受用户从平安银行领取的咖啡兑换券，其他客户兑换的多为17元饮品兑换券，并强调咖啡券“是有有效期的”，一旦过期无法延期，建议领取后尽早兑换。
银行、咖啡店怎么说
那么，为何作出上述调整？责任到底在哪一方？对此，平安银行和瑞幸咖啡方面说法不一。
对于为何将咖啡兑换券面值由29元降至17元，平安银行客服人员表示，因为咖啡券与商户联动，当时瑞幸咖啡方面有一些调整，该行基于此作出了同步调整。对于兑换资格由同步限定消费笔数+消费金额改为仅限定消费笔数+不限定消费金额+积分，则是为保证消费真实性，因为前期很多客户为了达标领券存在虚假消费情况，包括当周消费后下周退款等。
“我行瑞幸卡周周礼活动有效期正常结束后，开展的新活动与原活动存在差异，主要原因是合作方瑞幸对定价体系和兑换品类进行了调整。瑞幸5月1日启动全国调价动作后，我行为了充分保障消费者权益，决定配合对方节奏按月开展瑞幸卡周周礼活动，避免在活动有效期内发生价格与品类变动，从而造成客户损失。同时，针对瑞幸部分品类定价发生上浮的情况，我行持续优化活动方案，新增加了‘全场饮品兑换券’等更多种类的券，以更好地满足客户需求。”平安银行客服人员表示，该卡“新户周周礼”活动是按照周期开展，前期的活动时间是6月1日～6月30日，活动对象为2025年12月29日~2026年6月30号期间的瑞幸联名卡新户，但该时间周期当时未在活动海报上展示，“因为活动后续周期具体开展到什么时候是没有办法提前预估的”。
瑞幸咖啡客服人员则表示，瑞幸咖啡的确曾在4月底前后对产品定价进行调整，并升级了优惠券系统及兑换规则。但至于平安银行信用卡方面的具体领券规则，需要持卡人向平安银行咨询。
从社交平台上部分用户反馈来看，在规则调整引起其不满后，平安银行方面提出对部分客户给予一定补偿，但多数用户仍难言满意。大家普遍关心的是：规则能否恢复如初？“这个不一定，后续活动会不会再变，要以后台更新为准。”平安银行客服人员表示，目前最新规则的活动时间是2026年7月1日至2027年1月3日，但不排除中间会有再次调整的可能。
当记者近日咨询办卡时，平安银行客服人员和支行工作人员已不再推荐瑞幸联名卡。“不建议您办（瑞幸联名卡）了，现在活动不是以前了，不怎么合适，不如考虑下其他的。”前述支行工作人员表示，很多客户反馈该行与瑞幸的联名卡“不如以前了”。
在业内人士看来，这类纠纷恰恰反映了信用卡存量时代精细化管理的重要性。有业内人士结合国际信用卡市场业态对记者表示，国内信用卡尤其高端信用卡市场仍有很大空间，但进入行业下半场，需要强化精细化运营思维，摆脱过度追求KPI导致的服务脱节、风控缺位、产品同质化等问题。尤其面对市场饱和、经济进入下行周期等情况，国内信用卡严重依赖分期利息的模式将面临较大考验，向年费模式转型是一个重要出路。
央行数据显示，截至今年一季度末，全国共有信用卡和借贷合一卡6.87亿张。这一数量较2022年第三季度8.07亿张的峰值减少约1.2亿张。在华源证券银行首席分析师寥志明看来，我国信用卡业务可能已经进入红海时代。
华源证券数据显示，2022～2025年，部分国有大行及上市股份行信用卡交易额增速呈走弱趋势，整体由正转负。2024年行业信用卡交易额/消费额同比增速基本进入负增长区间，其中光大银行跌幅居首，为-29%；兴业银行、平安银行、邮储银行、交通银行降幅均超12%；2025年各行信用卡交易额同比增速进一步降至-14%~-7%区间。
寥志明结合近年来各上市银行信用卡发卡量趋势提到，部分银行已不再公开信用卡卡量数据，或从侧面反映出银行经营考核导向更趋科学化，开始从重规模向重质量转型。
（实习生林汉语对此文亦有贡献）
(本文来自第一财经)
Not very clear. "" We only recognize coupons. "Recently, when faced with the issue of exchanging credit card rights between Ping An Bank and Luckin Coffee, employees at several Luckin Coffee shops in Beijing gave similar responses.
According to official information from Ping An Bank, by the end of 2025 and early April 2026, the bank will have launched the Yuntong and UnionPay versions of Ping An Bank's Luckin Coffee co branded credit card, which features basic rights linked to Luckin Coffee and has attracted a large number of users.
However, recently, many users complained about "roast" on social platforms and third-party complaint platforms, such as shrinking core interests of the card, opaque rule adjustment, unreasonable compensation scheme, etc.
Recently, when the reporter inquired about applying for a card, Ping An Bank staff no longer recommended applying for this card and instead recommended other credit cards. In the eyes of industry insiders, domestic credit cards have entered the era of stock, and differentiated operations are becoming increasingly important. However, banks themselves should abandon the mechanism of excessively pursuing KPIs in the past, avoid service disconnection, and truly achieve refined management.
Why are there so many flaws in the 'Coffee God Card'
Overall, there are two main issues reported by Ping An Bank Luckin Credit Card users: firstly, the actual benefits of the co branded card have decreased compared to the welfare value advertised by the bank during card issuance; The second issue is that the redemption rules for co branded card benefits have been adjusted multiple times and users have not been fully informed.
At present, multiple banks such as Postal Savings Bank of China, Huaxia Bank, and Ping An Bank can apply for joint cards with Luckin Coffee. As of July 15th, when searching for keywords such as "Luckin" and "credit card" on a third-party consumer service platform, the reporter found more than 100 related complaints, most of which involved the adjustment of the rights and interests of Ping An Bank's Luckin joint credit card.
For example, a user complained on a certain platform on July 12th that they applied for a Ping An Bank Luckin joint credit card on April 2, 2026. The core incentive for applying for the card was the bank's omnichannel promotion of the first phase of the "Zhou Zhou Gift" benefits: 5 online purchases of ≥ 18 yuan per week, and the next week they can directly receive 2 free 29 yuan Luckin full redemption coupons without points, which can be used for a long time. After activation, I have consistently met the weekly consumption standards as required, but Ping An Bank has not provided me with any advance or significant notification through SMS, APP pop ups, or electronic bills. The activity rules have been unilaterally and silently tampered with in three instances: in May 2026, the 29 yuan full redemption voucher will be changed to a 17 yuan small deduction voucher, and additional price differences will be required for large drinks; In June 2026, without notice, the validity period of the coffee voucher was shortened from several years to 7 days after receiving it. I hoarded a large number of vouchers and they expired and became invalid, causing a loss of rights and interests; In July 2026, the second phase of the rules will be launched, completely canceling free coupon redemption. After meeting the standards, a large number of credit card points must be consumed to redeem vouchers, and the originally promoted free coffee benefits will be essentially invalidated.
According to the previous promotion of two cards (coupons) per week, which can be redeemed for one year, the loss can reach (29-17) * 2 * 52 weeks, which can be calculated as 1248 yuan. "Another platform complained that a user compared the rules before and after the adjustment of co branded cards in late May, and believed that the bank had significantly reduced the rights and interests of cardholders, involving false advertising." It can be completely understood as an operation to reduce activity after attracting a wave of new users.
What is the specific situation? The statement made by Ping An Bank customer service personnel to some extent confirms the rule adjustment path mentioned by the aforementioned user. According to its introduction, the coffee voucher redemption rules for Ping An Bank's Luckin Coffee co branded credit card have indeed been adjusted multiple times. In the early stage, users who completed 5 purchases of 18 yuan or more per week could receive 2 Luckin Coffee 29 yuan redemption vouchers; There have been several "minor adjustments" in the middle, including reducing the amount of exchange coupons to 17 yuan; After the expiration of the original "Zhou Zhou Li" activity, starting from July, it will be adjusted to complete 5 purchases per week (unlimited amount) to qualify for redemption, but consumption points must be used to redeem coupons.
The above customer service personnel emphasized that for cardholders, the latest rules are "easier to meet" compared to the previous rules. But this differs from the self description of many users. If a user mentions on a third-party complaint platform: "I strictly completed the consumption task within the natural cycle from the end of June to the beginning of July, and the system has calculated and met the standards, and generated 2 coffee redemption qualifications. When I was preparing to redeem benefits, the platform suddenly added a redemption threshold for deducting credit card points. My credit card points are only 12 points, which does not meet the redemption standard and cannot receive the benefits that I should have enjoyed
The reporter saw on the Ping An Bank Pocket Banking App that the basic rights of the Ping An Bank Luckin joint credit card (UnionPay version) are still "New Account Weekly Gifts", which means "Two Luckin cups per week for weekly consumption". According to a staff member from a branch of the bank in Beijing, the specific redemption rules are as follows: credit card consumption points of 99, 199, and 299 can be redeemed for 1 beverage voucher worth 16 yuan, 18 yuan, and 20 yuan, respectively. Credit card consumption points of 399 can be redeemed for 1 full beverage voucher.
The calculation rules for points are crucial. According to the customer service staff of Ping An Bank, for users who hold a savings card with an average daily asset (not limited to deposits) of at least 1000 yuan in the previous month, 30 points will be awarded for every 30 yuan (4 US dollars) spent in a single transaction; For those who do not hold a savings card or account with the bank, the average daily assets of the previous month
According to the customer service representative of Luckin Coffee, it is still acceptable for users to receive coffee exchange vouchers from Ping An Bank. Other customers mostly exchange 17 yuan beverage exchange vouchers, and emphasize that coffee vouchers "have an expiration date" and cannot be extended once they expire. It is recommended to redeem them as soon as possible after receiving them.
What do banks and coffee shops say
So, why make the above adjustments? Which side is responsible? Ping An Bank and Luckin Coffee have different opinions on this matter.
Regarding why the face value of the coffee exchange voucher was reduced from 29 yuan to 17 yuan, Ping An Bank customer service personnel stated that due to the linkage between the coffee voucher and the merchant, Luckin Coffee made some adjustments at that time, and the bank made synchronous adjustments based on this. The change of the redemption eligibility from synchronously limiting the number of consumption transactions+consumption amount to only limiting the number of consumption transactions+unlimited consumption amount+points is to ensure the authenticity of consumption, as many customers in the early stage had false consumption situations in order to meet the standards for coupon collection, including refunds next week after consumption in the current week.
After the normal expiration of the validity period of our Luckin Card weekly gift activity, there are differences between the new activity and the original activity. The main reason is that our partner Luckin has adjusted the pricing system and exchange categories. After Luckin launched a nationwide price adjustment on May 1st, we fully protected the rights and interests of consumers and decided to cooperate with the other party's pace to carry out Luckin Card weekly gift activities on a monthly basis to avoid price and category changes during the validity period of the activity, which may cause customer losses. At the same time, in response to the price increase of some Luckin Card categories, our bank continues to optimize the activity plan, adding more types of coupons such as' all day beverage exchange coupons' to better meet customer needs, "said a customer service representative of Ping An Bank. The" New Household Weekly Gift "activity is carried out according to the cycle, and the initial activity time is from June 1st to June 30th, The target audience of the event is new Luckin joint card holders between December 29, 2025 and June 30, 2026. However, this time period was not displayed on the event poster at the time because it is impossible to predict in advance when the subsequent cycle of the event will be carried out.
Luckin Coffee customer service representatives stated that Luckin Coffee did adjust product pricing and upgraded its coupon system and redemption rules around the end of April. But as for the specific coupon rules for Ping An Bank credit cards, cardholders need to consult with Ping An Bank.
According to feedback from some users on social media platforms, Ping An Bank proposed to provide certain compensation to some customers after the rule adjustment caused their dissatisfaction, but most users still find it difficult to express satisfaction. The common concern is whether the rules can be restored to their original state? This is not necessarily the case, whether there will be any further changes in future activities depends on the updates from the platform, "said a customer service representative of Ping An Bank. The latest rule of activity time is from July 1, 2026 to January 3, 2027, but it is not ruled out that there may be further adjustments in the middle.
When the reporter inquired about applying for a card recently, Ping An Bank customer service personnel and branch staff no longer recommend the Luckin joint card. I don't recommend you to apply for (Luckin joint card) anymore. The activities are not as good as before, so it's not very suitable. It's better to consider other options, "said the staff of the aforementioned branch. Many customers have reported that the joint card between the bank and Luckin is" not as good as before ".
In the eyes of industry insiders, such disputes precisely reflect the importance of refined management in the era of credit card stock. Industry insiders have told reporters that there is still a lot of space in the domestic credit card market, especially in the high-end credit card market. However, as we enter the second half of the industry, we need to strengthen our refined operational thinking and get rid of problems such as service disconnection, lack of risk control, and product homogenization caused by excessive pursuit of KPIs. Especially in the face of market saturation and economic downturn, the domestic credit card model that heavily relies on installment interest will face significant challenges, and transitioning to an annual fee model is an important way out.
According to data from the central bank, as of the end of the first quarter of this year, there were 687 million credit cards and combined debit and credit cards in China. This quantity is about 120 million fewer than the peak of 807 million in the third quarter of 2022. In the view of Liao Zhiming, Chief Analyst of Huayuan Securities Bank, China's credit card business may have entered the era of the Red Sea.
According to data from Huayuan Securities, from 2022 to 2025, the growth rate of credit card transactions in some state-owned large banks and listed joint-stock banks will show a weakening trend, with the overall trend shifting from positive to negative. The year-on-year growth rate of industry credit card transaction volume/consumption in 2024 has basically entered a negative growth range, with Everbright Bank leading the decline at -29%; Industrial Bank, Ping An Bank, Postal Savings Bank of China, and Bank of Communications all experienced a decline of over 12%; In 2025, the year-on-year growth rate of credit card transactions in various banks will further decrease to the range of -14% to -7%.
Based on the trend of credit card issuance by various listed banks in recent years, Liao Zhiming mentioned that some banks have stopped disclosing credit card issuance data, which may indirectly reflect that the bank's business assessment orientation is becoming more scientific and is beginning to transform from heavy scale to heavy quality.
(Intern Lin Hanyu also contributed to this article)
(This article is from First Financial)