“Same Line, Same Standard and Same Quality” （Santong） program is an important measure to accelerate the construction of a new “Dual Circulation” development pattern and plays an important role in utilizing both international and domestic resources to coordinate international and domestic markets. Based on the survey data collected from 903 consumers in China， taking canned pork ham as an example， this paper conducts a choice experiment to estimate Chinese consumer preferences and their willingness to pay for certain attributes of Santong food products. Results show that the rank order of attributes of Santong food products in terms of their importance is as follows: product standard， third-party certification， label type， price， production process claim and Santong information platform. Apart from specific national product standard and Santong information platform dominated by certain industry organization， consumers’ willingness to pay for the other attributes is generally positive. However, behind the positive willingness, three consumer groups with heterogeneous preferences are identified， which can be referred to as “standard preference”, “certification preference” and “production process preference”. Based on our conclusions， it is recommended to use Santong program to expand domestic market， optimize the standard system of “Santong” based on market preferences and be innovative in delivering the quality information of “Santong” foods .