As one of the necessities of life, clothing is on the important position in the daily life of urban and rural residents. Firstly, the paper carries out the descriptive statistical analysis about clothing consumption expenditures of urban and rural residents; secondly, in accordance with the questionnaires of 543 urban and rural residents in 16 provinces, this paper firstly analyses structure and trend of clothing consumption of urban and rural residents based on the consumer behavior about woolen products of urban and rural residents; secondly, it analyses the consumer preference about woolen products of residents, such as texture, content and acceptable price, et.; thirdly, it analyses the consumer evaluation, including the current market price of woolen products, satisfaction degree of characteristics of woolen products, competitive edge and fungible degree of woolen products. Finally, the paper puts forward some countermeasures on the basis of analysis results.