It is the right time to build the rights protection system of online shopping in rural areas.

In the field of e-commerce development, rural areas have always been regarded as a huge market to be developed. With the "Internet +" plan being incorporated into the national strategic level, rural e-commerce has received unprecedented attention. At the central level, the state has provided a favorable policy environment for the development of rural e-commerce from three aspects: broadband into villages, e-commerce and express delivery industry; in terms of e-commerce enterprises, Alibaba, Jingdong, Suning and other e-commerce giants have also laid out rural markets one after another. The rapid development of e-commerce in rural areas, on the one hand, allows farmers to enjoy the convenience of "clicking the mouse goods", on the other hand, it is also a move to fully tap the rural market and stimulate the total social consumption demand. However, rural e-commerce also faces an important problem in the development process, namely, it is difficult to protect the rights of online shopping consumption. After all, online shopping is different from physical store shopping. On the one hand, it has the problem of fake and shoddy goods, on the other hand, there is also the problem of online consumption fraud. For example, a farmer in Liaocheng City spent 4200 yuan on the Internet to buy plastic film, and as a result, he bought fake products, which could not be used at all; for example, a farmer in Anqing City saw a tricycle on the Internet and remitted 9,000 yuan directly to the other party, resulting in being cheated. It is difficult to return fake goods, there is no complaint in case of fraud, and the inability to protect the rights of online consumption is a problem that hinders the healthy development of rural e-commerce. In fact, the problems of counterfeiting and consumer fraud in online consumption are not unique to rural e-commerce. In the field of Internet e-commerce, there is no "urban and rural dichotomy", and both urban residents and farmers are facing the same problems. The only difference is that, compared with urban residents, most farmers have poor discrimination ability, weak awareness of rights protection, lack of legal knowledge of rights protection, and lack of rights protection institutions and services in rural areas, so it takes a lot of time and cost to protect rights in rural areas. Therefore, most rural consumers, after their legitimate rights and interests have been violated, choose to swallow their anger and are willing to eat "dumb losses". In the face of the reality that farmers are unable to protect their rights, some malicious merchants even have a bad mentality of "watching customers and serving dishes", exploiting loopholes in the law, sending goods to remote rural areas of inferior quality to similar goods, inferior to good, causing farmers to suffer unnecessary economic losses and hitting their enthusiasm for online consumption. At present, the development of rural e-commerce in China is in its infancy, and many modes and systems are still in the immature stage, which needs to be further explored. At this time, it is not only easy to harm rural consumers, but also the key period for establishing rural online shopping consumption rights protection system. From the history of the development of urban e-commerce, there is a development law from the initial emergence of consumer incidents, the inability of consumers to protect their rights to the current relatively convenient consumer rights, and the more self-disciplined e-commerce enterprises. Rural e-commerce is still in its infancy, farmers network consumption rights can no longer repeat this "pollution first, then governance" old road, must be at the beginning of development, firmly tighten the fence to maintain farmers network consumption rights, lay a good institutional foundation, which is vital to the healthy development of rural e-commerce in the future. Of course, the solution of this problem cannot rely solely on the strength of a certain department or party, but requires the concerted efforts of multiple subjects such as the government, industry associations, enterprises and farmers. From the perspective of the government, on the one hand, it is necessary to perfect the relevant laws and regulations on consumer rights protection, and at the same time, it is necessary to deploy consumer rights protection forces in rural areas to further extend public services for rights protection to rural areas; on the other hand, it is necessary to strengthen education and publicity for farmers to improve their ability to distinguish online consumption and their awareness of safeguarding rights according to law. From the perspective of industry associations, it is necessary to formulate industry norms of conduct, improve the self-discipline of the industry, establish an industry blacklist system, and blacklist e-commerce enterprises that harm farmers and publicize them to the public. As far as e-commerce enterprises are concerned, we should keep in mind the concept of legal operation and honest operation, improve the level of after-sales service, and consciously and actively deal with farmers 'consumption rights protection. For farmers, when they encounter damage to their own rights and interests in online shopping, they should actively contact e-commerce enterprises to negotiate and solve problems, seek help from relevant departments, and not swallow their anger, because this itself is also connivance against farmers 'consumer behavior. The development of rural e-commerce is in the ascendant. For some signs of infringement on farmers 'consumers' rights and interests at present, we should contain and eradicate them from the system. This is not only the responsibility and protection for farmers, but also the important guarantee for rural e-commerce to go healthier and farther.