The paper aims to convert the demand into specific design elements and quality characteristics, and complete the innovative design of such products according to the study and analysis of users demand of fruit logistics turnover box. Based on KANO model, determine the user demand of fruit logistics turnover box in different scenarios and establish the demand framework. Apply the Analytic Hierarchy Process (AHP) to analyze the demand framework and establish the demand hierarchy structure with weight. Based on the Quality Function Deployment Theory (QFD), establish the relationship between user demand and quality characteristics, and the QFD House. Design the fruit logistics turnover box with divergent innovation and progressive optimization. The user requirement framework and QFD house for fruit logistics box with high accuracy and objectivity was established, and a reasonable and easy-to-use innovative design solution was completed.The comprehensive application of KANO, AHP and QFD methods can excavate users' demand more scientifically and find the problems that need to be improved. The fruit logistics turnover box designed by the integrated method can provide a new idea for the product innovation and a new scheme for the optimization of agricultural logistics supply chain.