On the basis of the investigation on the status quo of pilot area of rural pension insurance in Changsha, Zhuzhou and Xiangtan, farmers’ demand on insuring in the new pilot area of rural pension insurance is expounded from two aspects: farmers’ awareness on insuring is increasing gradually; farmers’ ability on insuring is increasing. The growing demand of farmers on insuring and the conflicts between the supply of rural pension insurance and the system construction are analyzed. The problems are inadequate input of funds, low level of social security; imperfect fund-collecting mechanism, serious vacancy; low level of fund management and operation, poor ability of inflation-proofing and appreciation; backward laws and regulations, instability of system. On the strength of the analysis above, the government should innovate and compound fund-collecting mechanism; establish “G-C-F” three-pillar model and set up “BSI” the third party custodian; accelerate the legislation of new rural pension system so as to push forward the optimization of new rural pension insurance system in Changsha, Zhuzhou and Xiangtan.