Taking infant milk formula powder as example，in this paper four food safety attributes were selected to be included in the choice experiment：organic certification label，traceability label，distribution channels and price. The survey was carried out in Jinan city，Qingdao city and Yantai city in Shandong province. We use latent class model analysed the consumers’ preference for infant milk formula powder’s attributes. The estimating results show that the consumers can be divided into four classes including certification preferring class，distribution channels preferring class，worried class and price sensitivity class. Based consumers’ preference is heterogeneous，the factories should produce different products according to the characteristics of different consumer class，in order to meet their heterogeneous demand. Speed up the construction of the milk’s traceability system，in order that the government could in time trace to the direct responsibility subject，punish the relevant subject and compensate the consumers immediately after the milk quality event occurs. The government should enhance the construction of the information exchange system，perfect the channel and method of information exchange，in order that undermine the consumers’ worried level for the food safety risk and improve their trust level.