While global investors have often honed in on China’s booming urban centers, Chinese financial tech firms are beginning to look at the middle kingdom’s increasingly affluent rural, farming-based consumers.

Content production will be a larger priority for fintech marketers. The brand that occupies most of users’ reading time will eventually occupy their wallets. Easy-to-understand and fun content, text, short videos and touching stories designed to capture users’ fragmented time is a priority that financial brand will undertake.

Ning Tang, chairman and CEO at CreditEase, says he welcomes regulation of online lending to grow the industry.

Themed “The Power of Innovation: Driving Forces behind the FinTech Age 3.0,” the event attracted U.S. and Chinese regulators, investors, entrepreneurs, media and think tanks. The event aimed to promote an exchange of ideas on the successful practices, insights, trends and cooperation in the fintech arena.