Based on 1031 product crowdfunding projects on JD crowdfunding platform, the association rules between the attributes of crowdfunding projects and the excess financing rate are obtained through the Apriori association rule algorithm. Study results showed that :There is a close correlation between the target amount raised and the excess financing rate.There is no necessary correlation between the excess financing rate and the setting of each amount.When the number of supporters is low and the number of "likes" is low, electronic technology products are not easy to obtain a high excess financing rate, which is not necessarily related to the setting of the target fundraising amount.There is a close correlation between the number of supporters and the excess financing rate. The research conclusion is of great significance to improve the excess financing rate of product crowdfunding and the success of crowdfunding projects.