Abstract: In recent years, the government has launched the policy called home appliances coming into rural family, in order to improve the durable goods purchase of rural residents. Targeting on Beijing rural residents, the article has studied the current situation and basic trends of the durables consumption. The survey showed that the consumption of durable goods has increased steadily in recent years. There is gap of durables consumption between urban and rural residents, but the gap has been reduced. We have discussed the factors which influence durables consumption, including income level of rural residents, consumption environment, and consumer attitudes. Finally, some suggestions have been recommended, such as increasing farmer’s income, improving consumption environment and etc.