Expanding domestic demand and boosting consumption have enormous potential in rural areas. The Survey Report on Rural Consumption Environment and Related Issues in 2022 recently released by the China Consumers Association shows that the overall satisfaction of rural residents with the current rural consumption environment is 75.35 points, which is generally good. At the same time, there is still much room for improvement in terms of express delivery to villages, after-sales services, etc. In recent years, when communicating with friends from farmers, one often hears such emotions: "Our own agricultural products have a good market, and everyone wants to buy more good things after earning money." "In the past, we used to be able to use food and clothing, but now we pay attention to what we buy. The change in consumption concepts among villagers reflects a clear trend of upgrading rural consumption, shifting from traditional production oriented consumption to development oriented consumption. More and more farmers are pursuing high-quality and personalized consumption. Statistics show that the retail sales of rural consumer goods, per capita consumption expenditure of rural residents, and rural online retail sales in China have maintained rapid growth; From the perspective of consumption categories, upgrading products and service-oriented consumption such as automobiles, home appliances, digital products, and beauty products are growing rapidly in rural areas. There are deep-seated reasons behind the changes in consumer attitudes. With the support of various policies to strengthen agriculture, benefit farmers, and enrich farmers, farmers' income has continued to grow rapidly. The waistband is becoming increasingly bulging, allowing farmers to consume and dare to consume. In 2022, the per capita consumption expenditure of rural residents was 16632 yuan, an increase of nearly 10000 yuan compared to 2012. The continuous upgrading of urban and rural public services and infrastructure also helps farmers expand consumption. Infrastructure such as rural water and electricity networks will continue to cover villages and extend to households; Continuously establishing and improving new infrastructure such as rural logistics and communication networks; Large shopping centers have been built in the county, there are comprehensive supermarkets in the town, and convenience stores in the village... Shortcomings restricting consumption have been accelerated, and the willingness of farmers to consume has also skyrocketed. In the national economic cycle, consumption is the ultimate demand and a key link connecting production, circulation, and distribution. The consumption market at the township and village levels in China accounts for 38% of the overall consumption market in the country. With the continuous growth of farmers' income and the acceleration of rural consumption upgrading, it is expected to increase consumption demand by around 2 trillion yuan annually. This year's Report on the Work of the Government proposed to "focus on expanding domestic demand", and made arrangements such as "improving the rural express logistics distribution system". The rural market has enormous potential and is an important lever for expanding domestic demand and stabilizing growth in the future. To adapt to the new changes in rural consumption, we need to take more practical and hard measures to accelerate the activation of the rural market, improve the rural consumption environment, release the rural consumption potential, and promote the high-quality development of rural e-commerce, so as to continuously smooth the urban and rural cycle of industry and agriculture and promote the domestic systemic circulation. It should be noted that compared to the constantly growing and upgrading demand, there are still shortcomings in the effective supply of rural consumer markets. Some rural commercial facilities are not yet developed, the variety of goods is not rich enough, and the service methods are relatively backward; There are also some rural areas with vast territories and relatively scattered farmers' lives, and the "last mile" problem of logistics delivery is still quite prominent. In rural e-commerce, commodity return and exchange services are relatively scarce in rural areas. To address various issues, it is necessary to strengthen the allocation of commercial resources from the supply side, accelerate the construction of rural logistics and express delivery systems, and also complete from the consumer side