Study On Innovations Of Rural Internet Financial Product

As China's rural reform enters a new stage,lots of new agricultural organizations have appeared,the government supports them with good policies and traditional banks provide credit support to farmers and these new agricultural organizations.But some special features,such as demand discrete in the broad zone,non-standardized of financial products,limit the traditional banks' services for them.So it's meaningful to encouraging these new Internet financial companies by researching the structures of these financial products.According to Long Tail Theory and E-commerce's chain supply finance,the Internet finance companies are having solved most obstacles in rural financial system.Not only YNG,other famous Internet finance giants,such as Suning,Alibaba and Jingdong,also pay attention to this area.To minimize the risk of the rural finance,Some rely on microcredit and dispersion and others turn to(E-commerce's)chain supply finance.For example,YNG standardizes the grain mortgage by using self-liquidating theory in supply chain finance.We need more companies like this,and more innovations will be made in agricultural filed.That is important to the small and medium-sized enterprises.They can get more financial services easily.To research the innovations of the rural Internet financial products,first of all,we discuss several YNG's products in rural finance;second,analysis follows about the demands of rural finance,regulation of the increasing Internet finance by the government,ways of P2P's funding;and then,detailed comparisons are presented between the YNG and Suning supply chain finance,Pterosaur credit platform;finally,some proposals are made and prospects are forecasted about the rural Internet finance.