The work aims to study the renewal design strategy of Kunming Zhuanxin Farmers' Market from the perspective of affective design, combined with the relevant methods of the Kano model, based on the specific needs of users. By analyzing the three levels of emotional design, searching for user pain points, designing and distributing Kano questionnaires, analyzing and counting the attribute categories of each demand, and prioritizing each function by calculating the Better-Worse four-quadrant scatterplot, the focus on the renewal design of the Kunming Zhuanxin Farmers' Market was finally arrived. Users considered optimized functional zoning, standardized design of stalls, and barrier-free design as requirements that must be met by the market; there was a strong need for guided design, public seating, planning of traffic flow and parking, and booking of parking spaces (applet); and there was great expectation for goods delivery to home (applet), shared trolleys or shared baskets of vegetables, online takeaway ordering (applet), specialty stalls, catering areas, shared vegetable plots, shared stalls as well as space for displaying and selling non-heritage culture. According to the analysis results of the Kano model, the functions are designed in the order of necessary attributes, desired attributes, and charming attributes, which achieves the renewal and development goal of the market space, and helps to enhance the vitality of the farmers' market in the southwest region of China, drive the local economy, and protect and pass on the rural culture, which provides a new research perspective for the renewal and development of the farmers' market in the southwest region of China.