Lack of endogenous financial innovation is an important reason for the mismatch between the supply and the demand of finance in rural China. At present, an endogenous innovation of financial model of “Internet & industry chain” is emerging with competition game involving participants of all the markets from the bottom up, weak government intervention, high financial efficiency and complete competition. This paper selectes four typical cases, combining with the theory of rural endogenous finance, and analyzes financial model of “Internet & industry chain”, finding the model by means such as the core enterprise leading innovation, big data inquiry and integrating all kinds of financial institutions, effectively promotes the endogenous development of Chinese rural exogenous finance and enhances the matchup and deepening between the supply and demand sides of finance in rural China. However, some reasons such as serious opportunism attitude, improper development strategies of core enterprise, strong financial control in China, restrict the “Internet & industry chain” mode of the endogenous rural financial to be promoted on a national scale, and it requires regulation and improvement on institution and policy level.