Zinc oxide (ZnO) is a kind of indispensable important basic chemical raw material and new material in the development of national economy. With emergence of inferior ZnO in recent years, the defects of China's ZnO standards lag was exposed,so it is important to identify ZnO and its inferior products. ICP analysis showed that the impurities of shoddy ZnO were based on Ca followed by Mg, Pb, Fe, and other impurities in minor or trace. The comparative studies of ZnO and its inferior products were carried on by sensory and chemical identification. The results showed that the identification technology was simple, fast, and can be used to accurately identify the authenticity of the ZnO products, had a wide range of application prospects.