Abstract: The establishment of new rural financial institutions is to better serve for Agriculture, Rural Area and Farmers. But in fact, because of the conflict between social goals and business goals, with insufficient policy support and lack of matching policy, the new rural financial institution gradually deviated from its initial location. Based on the studies of the development process and market orientation of the new rural financial institution, this paper took Fujian as an example, analyzed the new rural financial institution from the four aspects such as main customers, regional distribution, operation scale, financial products and the business. The results showed that the new rural financial institutions should identify the market position and root in the countryside, then solved the problem——capital demand exceeds supply faced by rural financial market in China, and seek out the sustainable development foothold of the new rural financial institution.