"When I came home during the Spring Festival, I took a look at the New Year's goods I bought at home, and found that many of them were counterfeit products, such as' prosperous day snow cake ',' nutrition partner ',' trenso milk ', etc. The packaging was similar to the original products, but the price was much cheaper. No wonder that the family would be deceived." Ms. Jiang, a reader from Ezhou City, Hubei Province, said in a letter that the outer packaging of these "shanzhai" food was highly similar to well-known brands, and it was easy to be confused, But the taste is quite different from the original brand. "I was going to open the calcium milk drink for children to drink, but I tasted it, and found that the essence tasted very heavy, very viscous, like syrup, and could not taste the taste of milk, and did not know what ingredients were in it, and whether the product quality was qualified." Ms. Jiang said. With the increasingly active consumer market, some businesses take the opportunity to produce and sell fake and shoddy goods such as fake gifts and "three no" products in rural areas. According to a survey conducted by Tianjin University of Commerce, 50% of consumers have bought fake food because of "imitation and lifelike, difficult to distinguish", and 26.6% of consumers choose to buy fake food because of "low price". "Compared with the cities, the phenomenon of fake and inferior products in rural areas is more serious, and the supervision is very difficult." Zheng Jiangang, a reader of Ningbo City, Zhejiang Province, found that most of these fake foods are sold in small commodity stores, markets or wholesale markets nearby, and are produced in small workshops. There is no strict food safety standard, the production environment is poor, and the sanitary conditions are not up to standard. Some shanzhai food "color, fragrance" is often made by essence and pigment, and there are not many authentic raw materials. "Because of the high price of famous-brand products, most of the villagers will not buy them, and the small commodity stores nearby will not buy them. The elderly and children left behind in the countryside do not have the habit of keeping shopping tickets at ordinary times, and they can't find a complaint channel to buy fake food." Zheng Jiangang said. These fake foods not only damage the health of rural consumers, but also occupy the market space of normal commodities. "There are many reasons for the repeated prohibition of fake and inferior commodities in rural areas." Fan Shiqian, executive director of the Beijing Food and Drug Safety Law Research Association, analyzed that the level of commodity trade in rural areas is low, and low-priced commodities flood into the rural market, leaving the market space for relatively high-priced commodities. In addition, rural consumers have relatively weak awareness of identification and prevention of fake and inferior products, and lack sufficient awareness of self-protection and rights protection, which creates conditions for counterfeit food to escape supervision. In recent years, various departments around the country have carried out many special crackdowns and rectification actions on counterfeit food, and have achieved positive results. However, there are still some difficulties in implementing effective and comprehensive supervision by the market supervision department due to the wide area and scattered residence in rural areas. Liao Haijin, a reader of Yushui District, Xinyu City, Jiangxi Province, said that limited traffic conditions and inadequate infrastructure were the reasons for the low level of commodity trade in rural areas, "By vigorously promoting the rural market supply chain system of centralized production, centralized procurement and unified distribution, we can provide higher-quality products at lower prices. With the help of large-scale commercial or e-commerce platforms, we can also meet the diversified and personalized production and life needs of rural consumers." At present, food safety codes have been popularized in many parts of the country. "Rural areas should also speed up the establishment of centralized collection, tracing and tracking