In order to make clear the status of consumption and preference for livestock and poultry fresh products in China and to provide some supports for optimizing management policies and measures，the factors including the age，residential area and income level of urban and rural consumers in East，North，Central，South，Northeast，Northwest and Southwest China were investigated by means of online questionnaire（1 038 copies）. The results showed that fresh livestock and poultry products were mainly purchased by consumers who were prone to brand products from supermarkets and free markets of agricultural products，most of which were chilled and fresh meat，and little frozen meat；and consumers were inclined to ordinary pork，ordinary broiler，native free-range chicken kept by farmers and ordinary eggs，which was also different among various populations with different income levels；in the processing link of fresh livestock and poultry products，safety was primarily concerned by consumers who usually separated raw products from the cooked ones in their kitchens；food-borne pathogenic microorganisms that might be contained in the above fresh products had become the most serious safety problem concerned by consumers. In view of the above，some suggestions were put forward，including strengthening the monitoring and risk assessment of food-borne pathogenic organisms in fresh livestock and poultry fresh products，intensifying the popularization of science and innovating the methods for publicity and implementation，and promoting the researching mechanism of risk control measures related to microorganisms，so as to safeguard the quality and safety of fresh livestock and poultry products in China.