But in the past, factors such as slow income growth, insufficient infrastructure and poor social services left rural residents unwilling to open their wallets.
However, over the past few years, the government has introduced a slew of measures to boost the development of the countryside.
It has promised that by 2010, all rural areas will have highways, electricity, mail services, passenger transport services, telephone lines, and rural people with have access to television and the Internet.
The central government said at the ongoing NPC session it will this year increase spending on rural development to a record high of 562.5 billion yuan ($79 billion), up 30 percent on last year.
Ma Kai, minister of the National Development and Reform Commission, said: "We have a big market and great consumption potential in rural regions."
China's future economic growth is dependent on tapping into that market, he said.
Liu said the government should also improve the environment for small and medium-sized enterprises.
"SMEs provide the most jobs for rural people and in turn increase their incomes," he said.
(China Daily March 15, 2008)