As　the　demand　for　beef　products　grows　in　the　Chinese　market,　understanding　consumer　preferences　for　beef,　especially　those　related　to　quality　labelling,　is　essential.　The　recent　agreement　between　China　and　the　European　Union　to　promote　Geographical　Indications　(GIs)　provides　a　new　insight　into　preferences　for　beef　with　quality　labelling.　This　paper　assesses　consumer　preferences　for　beef　products　with　GIs　and　other　attributes.　A　nationwide　survey　is　conducted　including　1210　respondents　in　China　by　a　choice　experiment　attributing　GI　label,　＇green＇,　＇hazard-free＇,　and　＇organic＇　labels,　feeding　regimes　(grain-fed,　grass-fed),　country　of　origin　(China,　Ireland,　Australia,　Brazil),　and　price　(30,　40,　80,　100　yen　/500　g).　The　random　parameter　logit　model　with　error　component　reveals　that　Chinese　consumers　have　a　significant　preference　for　grain-fed　beef　and　domestic　beef,　and　they　are　willing　to　pay　a　premium　price　for　GI-labelled　beef　compared　with　other　attributes.　The　interaction　between　GIs　and　country　of　origin　is　included　to　indicate　the　positive　price　impact　of　GIs　on　imported　beef　products.　Demographic　factors　such　as　place　of　residence　and　occupation　are　found　to　affect　consumer　preferences　for　GIs.