The Chinese consumer finance market has been gradually opened up to non-bank participants since early 2010. Since then, the consumer finance market has been experiencing significant changes with ups and downs. Although the recent market development featured a slowdown in the growth of the industry from a size perspective, we argue that such slowdown is much needed and beneficial to the longer-term prospects of the sector. There will be various challenges to the existing players, while the environment will also present opportunities for them to rethink their strategy, which in turn would reshape the industry. We would like to identify key actions for players to react in such a dynamic environment.