Demand response plays an important role in smart grid. In this paper, an asynchronous and active demand response strategy for consumer electrical equipment (CEEs) is proposed, aiming at power system frequency regulation. CEEs, if the load is non-rigid, can response to power system frequency deviation by adjusting operating parameters and power consumption actively. It is very helpful for frequency regulation of power system, especially with high intermittent power source penetration rate. The strategy adopts asynchronous response and coordinated control mode. High coordination and asynchronous response (without communications) guarantee the frequency regulation in various disturbances and avoid the secondary impact. Moreover, the more CEEs participate in response, the more advantages will achieve. According to the proposed control strategy, corresponding simulation schemes have been designed. The feasibility and effectiveness of the control strategy has been proved by simulations and contrastive analysis, such as big disturbance and continuous random disturbances in power system.