Editor's note: Consumption plays an important role in meeting people's needs for a better life and promoting economic development. This year's government work report clearly states that promoting stable consumption growth, optimizing the consumption environment, strengthening consumer rights protection, and stimulating consumption potential. How to make the consumption environment better, how to protect consumer rights more, and thus stimulate stronger consumption vitality? This issue of the Voice Edition publishes a set of articles for discussion and exchange with readers. The annual "3.15" Consumer Rights Day is approaching, and the topic of consumer rights protection has once again received widespread attention. We are all consumers, and everything we eat, wear, use, live, and travel cannot be separated from consumption. Whether the experience of consumption is good or not, and whether the rights and interests of consumers can be effectively protected, not only affects people's willingness to consume, but also relates to the boost of consumer confidence and the release of consumer potential. In reality, due to the lack of integrity and legal awareness among some operators, they take advantage of loopholes in the legal system and even sell counterfeit and inferior products with a mentality of luck, and engage in marketing fraud activities in violation of regulations. These behaviors not only greatly reduce people's consumption experience, but also harm the legitimate rights and interests of consumers. Although current laws and regulations are becoming more and more sound, and various regulatory measures and measures are also becoming more and more perfect, the number of consumer complaints still remains high, and there is even a growing trend. According to the 2023 National Consumers Association's complaint handling statistics released by the China Consumers Association, a total of 1328496 consumer complaints were received by the National Consumers Association in 2023, a year-on-year increase of 15.33%, with 1127440 cases resolved and a complaint resolution rate of 84.87%. From this set of data, it can be seen that consumer infringement incidents are still frequent, and consumer rights protection work still needs to be strengthened. To strengthen consumer rights protection, the first step is to address the urgent and difficult concerns of consumers. On the basis of a deep understanding of the actual needs of consumers, targeted measures should be taken to address difficulties and pain points such as difficulty in providing evidence for consumer rights protection, high costs of rights protection, and blocked complaint channels, in order to improve the convenience of consumer complaints and satisfaction with rights protection. On the one hand, strengthen supervision over the business behavior of operators, investigate and deal with various illegal and illegal activities that harm the legitimate rights and interests of consumers in accordance with the law, supervise operators to operate with integrity and compliance with the law, provide consumers with high-quality and qualified products and services, and actively solve reasonable consumer demands; On the other hand, we should strengthen consumer education, popularize relevant laws, regulations, and consumer knowledge to consumers, enhance their self-protection awareness and ability to protect their rights in accordance with the law, and guide consumers to consume scientifically and defend their rights rationally. Secondly, it is necessary to strengthen the protection of consumer rights in the new consumption field. In recent years, various new consumption models, new formats, and new technologies have emerged, injecting new vitality into economic growth while also bringing many new problems of consumer infringement. The current popular live streaming sales approach bypasses traditional intermediary channels such as distributors to achieve direct connection between products and consumers, resulting in more affordable prices. But the false promotion and inducement of live streaming rooms to deviate from platform transactions, merchants selling fake and inferior products on the wrong board, and the mutual shirking and buck passing between live streaming rooms, sellers, and brand merchants after problems arise, have become increasingly common