Abstract: The high-speed development of our economy cannot go without "the troika" -the investment,the exportation and the expense.In recent years,both the investment and the exportation have maintained growth at a high speed,but consumption is always lag behind our economic development Especially in the countryside,the consumption appears soft and weak.This article analyzes the present situation of the rural consumption,the asthenia reason of "the horse" and the effective countermeasure which can let "the horse" run from the crux of the problem in details.