With the consumption of meat, eggs and fish and other food increases, China’s per capita consumption of rice is on a decreasing trend. The significant differences in high, middle and low consumption markets make rice become a special commodity with large differences in sales prices, like tobacco, wine and tea as well. The paper introduced the changes in food consumption and the development of rice brand in China, as well as the effecting factors of good quality rice and the chief points of rice brand building. To increase the sales price of rice, firstly, processing enterprises should pay attention to the environment of the production area and unite local government to create a brand of production area origin. Secondly, for the ‘base to table’ aspects, enterprise must take comprehensive measures, pay attention to the market standard and inner quality which the consumer can identify to product good rice, and register trademarks to create a corporate brand. Thirdly, various types of safe rice, nutritious rice and functional rice, etc., should pay attention to reducing production cost and creating a special brand on the basis of market. Some suggestions were put forward: the country should plan to produce rice, build ‘paddy-upland conversion fields’, expand the export of high quality japonica rice, the later is of great practical significance to reduce the loss of aged rice and promote the development of the rice industry.