Farmers also have a great demand for financial products.

In recent years, with the continuous implementation and introduction of various policies to benefit farmers, the income of farmers continues to grow, and the demand for rural financial services is also expanding. However, farmers pay more attention to the increase of income, but often ignore the maintenance and increase of income, and do not pay enough attention to financial management. Relevant statistics show that the financial management of most farmers is still dominated by traditional savings, of which 51.2% are bank deposits, 36.4% are cash savings, and the savings deposits of rural residents have reached more than 2.2 trillion yuan. In the face of such a huge financial market, how farmers manage their finances to maintain and increase the value of surplus funds has aroused widespread concern in the society.

It is of great practical significance to solve this problem. On the contrary, if it is not solved for a long time, it will affect the increase of farmers' income and rural economic and social stability. Because under the influence of interest rate fluctuations, excessive bank savings have made the "principal" lose its profit space, while nearly 40% of the cash has not been absorbed by rural financial institutions. For the vast number of farmers who lack financial management knowledge, some put it in their savings at home, some are used for private loans, and some even speculate in rural gambling. Either way, either because of the decline in interest rates, there is no value-added income, or because of lack of supervision, there is a great risk of investment, which will eventually cause economic losses to the broad masses of farmers.

Objectively speaking, the personal finance business in rural areas has made great progress in recent years, but it is still far from enough compared with the financial needs of the broad masses of farmers. at present, the rural personal finance business mainly stays on a few fund products. there are still many problems to be solved in the concept and business development of personal finance. For example, at present, personal financial products in rural areas of our country are mainly targeted at middle and high-end customers, with a high starting point of financial management, a high level of service specialization, and a relatively similar product nature. For most farmers, it is difficult to meet this financial standard in the short term. Coupled with the strong periodicity and seasonality of farmers' income, it is difficult to meet the investment requirements of financial products. Not only that, modern bank wealth management products can not be separated from the support of information technology, the promotion and management of financial products rely on electronic banking, online banking, financial software and other modern information technology, while poor rural infrastructure, low computer penetration and other factors make it difficult to promote a large number of financial products in rural areas, and it is still difficult to open up the rural financial market.

The most important reason for the above situation is that in recent years, major domestic banks have been "alienated" from rural areas, which leads to the launch of financial products mainly aimed at urban people. Although some financial institutions recognize the huge space of the rural financial market, they do not take into account the fact that the overall proportion of high-income customers in rural areas is relatively low, and the threshold for the design of financial products is too high, resulting in a shortage of rural customers. Moreover, because farmers do not get timely investment and financial management knowledge popularization and education, even the first rich farmers do not know how to use financial means to make "money produce money".

In fact, the introduction of financial products to maintain and increase the value of funds is a win-win situation for banks and farmers. From the bank level, the active capital market leads to the continuous diversion of savings, forcing banks to launch high-yielding wealth management products to curb the decline in new savings. Therefore, it is inevitable for banks to launch wealth management products and other intermediary businesses that do not occupy capital or the scale of credit. From the farmers' point of view, farmers want to get income, but the investment channels are narrow, and farmers have a preference for risk aversion, so low-risk, low-yield treasury bonds and deposits, high-risk, high-yield stocks are not the best choice. On the other hand, bank wealth management products are between the two, with the characteristics of relatively low risk and relatively high interest rates, which find a balance between the diversification of farmers' personal investment and the increase of bank savings.

How to promote the development of rural financial products? From the perspective of financial institutions, we should establish and improve the business system of personal financial management in view of the current situation of the rural financial market. Take the provincial financial institutions as the unit, establish the management system of rural personal financial management; organize special departments to investigate the rural personal financial market, and plan and formulate some financial products suitable for the rural market according to the actual situation in rural areas. In view of farmers' knowledge of economic life and financial management, as well as the characteristics of strong seasonality of income and expenditure and weak anti-risk ability, products that meet the needs of farmers' financial management are developed. In the construction of rural personal financial management business system at the same time, efforts to stimulate the needs of farmers financial management, so that farmers are really aware of the benefits of financial management.

In terms of the development of financial products, we should fully consider the differences between urban and rural areas, and develop financial products that meet the actual needs of farmers, psychologically acceptable and easy to operate according to the level of economic, life and financial knowledge of rural residents. For example, in view of the education, pension and other issues that farmers are concerned about at present, we can appropriately lower the "threshold" for the access of educational savings products, and design investment and financial products specifically for farmers' pension. Farmers who have a higher ability to bear risks can increase the intensity of handling funds, insurance and other financial products. For rural financial institutions whose financial management business is still in its infancy, we might as well focus on cultivating the financial market, including helping farmers understand financial knowledge, establishing family assets files, formulating and demonstrating asset appreciation plans, transmitting various financial investment information, and so on, so that the broad masses of farmers can choose investment methods rationally.