In order to study the direct liquefaction characteristics and product distribution of Naomaohu coal in Xinjiang，the effects of reaction temperature and reaction time on the yield of liquefied products were investigated in the 0.5 L batch autoclave with tetrahydronaphthalene as solvent，nano-iron oxide as catalyst and S as a promoter. The results show that Naomaohu coal is easy to be liquefied. When the reaction temperature just rises to 425 ℃，the conversion is up to 96.6%，and the oil yield is 56.68%. With the increase of reaction temperature and reaction time，coal conversion，hydrogen consumption，gas yield，and oil yield gradually increase，while the yield of asphaltic substances decreases and the water yield remains basically unchanged. Then，as the reaction temperature increases further and the reaction time continues to extend，the light oil will be further cracked，leading to further increase in gas yield and decrease in oil yield. When the reaction temperature is 455 ℃ and the reaction time is 80 min，the conversion rate of coal reaches 99.6%，the yields of oil，asphaltic substances，and gas are 73.42%，1.64%，and 16.61%，respectively，and the hydrogen consumption is 4.85%. According to the law of liquefaction reaction，five lumped reaction kinetic models were established. The Kinetic model parameters were obtained by using the optimization algorithm. The relative errors of the simulated and experimental values of coal conversion，asphalt substances，and oil and gas yield are 0.5%，1%，and 8%，respectively.