Abstract: “Sui li” is a very important aspect of Chinese people’ s human consumption and it is an essential outcome of our lives and it has a function of maintaining relationships. With the development of society, human consumption in rural areas has gradually evolved into a non normal income and expenditure of a part, the rural residents have to do “sui li” to maintain relationship and bear suddenly increased economic pressure. From the social culture, the concept of “mian zi” and consumer society dimensions to analysis the causes of the phenomenon can help us have a better understanding of this phenomenon and prompt human consumption of rural residents rationalization.