The invention relates to the technical field of measurement, and particularly relates to a positioning device and measuring equipment. The positioning device comprises at least a positioning component, wherein the positioning component comprises a positioning rod and a first light beam generator arranged on the positioning rod, the visible light emitted by the first light beam generator can illuminate on the part to be measured, and the visible light emitted by the first light beam generator is parallel to the horizontal plane. When the soft ruler is adopted to measure the part to be measured(for example, the neck, the chest, the waist and the buttocks of the human body), the visible light emitted by the first light beam generator can illuminate on the part to be measured, and then the soft ruler is used to measure the part to be measured closely at the position according to position of the visible ray, so that the design can keep the level of soft ruler measurement, thereby improvingthe accuracy of data measurement.