Who do you approach when your house has been burgled - the local constables, or the Inspector General of Police?

Your analogy would apply if we were discussing the fact that different deities have different roles and specialties.

But we are discussing rank, and why lower ranking deities are approached more than higher ranking ones.

So my analogy stands. 

I have never heard of a 'Long Shen Da Di' - are you sure the name you have is correct?

Long shen .....? 神農？

Who is the one with gold/orange costume?

The chap in gold is known as Uncle Bullion or Jin Qian Bo/金钱伯.

He is Hell's paymaster, a ghostly being who receives and stores all the burned offerings (especially money) that people offer their departed loved ones.

He will only distribute them to their intended recipients if they are deserving of such.

If these individuals have not behaved in a manner deserving of receiving their offerings (if they were particularly wicked in life, or if they remain unrepentant in death), the offerings will be either confiscated indefinitely, or re-distributed to more deserving souls.