In order to find out the reasons of continuously decreasing consumption rate of rural residents in Heilongjiang Province, and to explore the consumption potential of rural residents, based on the data during 2000—2012 in Heilongjiang Province, we statistically analyzed the consumption level, consumption structure and the changing tendency of consumption of rural residents. The results showed that the income and consumption gaps between urban and rural residents were very large. The income gap among rural residents was large, but the consumption gap was not big. Although the consumption tendency was high, the purchasing power was weak, and the consumption was still in survival level. Finally, some suggestions, such as developing benefiting-farmers policies and broadening income channels of rural residents, were put forward according to the actual situations of Heilongjiang Province.