Abstract: Based on the analysis of 840 vegetable consumers in Beijing, the results indicated that consumers had the highest brand awareness of Sanyuan agriculture and Xiaotangshan vegetables. Only 29.6% of consumers distinguished homegrown vegetables when buying vegetables. Frequency of consumer purchase of different vegetables from large to small was as follows：Beijing vegetables;outside vegetables; organic vegetables;off-season vegetables; brand vegetables. In addition , only 26.9% of consumers known Younongjiap in platform, but there were 76% of consumers should be willing to log on. The overall evaluation of the platform was good, but there was still a lot of room for improvement. Finally,based on the results, some policy recommendations were put forward.