This research was designed to explore the effects of industry product harm crisis to consumers’ brand perception and purchase behavior by a field study and a laboratory investigation. The first study of this research aimed to confirm the consulsions of previous studies by investigating 334 citizen consumers about how they reacted to the melamine event happened in the end of 2008 in China, and to distinguish many unque characteristics of industry product harm crisis which differ from the individual product harm crisis. It was found that in a industry product harm crisis consumers payed more attention to crisis instead of brands which committed with product harm crisis.The second study of this research explored and analysed the factors which influenced consumers’ perception of industry product harm crisis by conducting a questionare with virtual events. 77 undergraduates from North China Institute of Science and Technology read virtual materials made from a real toxicosis incident and a real public notice about juice check. Investigation showed that brand awareness and problem severity could change consumers’ perception of brand and their purchase. And scenario based questionaire revealed that crisis sequence of brands sometimes influenced consumers’ perception of brands, and company with higher brand awareness could deal with product harm crisis more easily, however, its brand image and products sale would reduce more that unfamous brand if its products were found more dangerous. In a word, some of conclusions from previous studies can be applied to market but many extral clues must be considered to fit the real complex market.