The work aims to obtain the characteristics of fruit products and user demands, and discuss the innovative methods of product packaging design to meet the individual needs more accurately. The characteristic model for the product user group was established with the behavioral habit, social environment and cultural background in the ethnography. Analytic Hierarchy Process and information entropy were applied to determine the user group requirement weight. Quality Function Deployment method was adopted to determine the technical characteristics and importance of packaging box corresponding to the user group requirements. Based on that, the inner and outer packaging scheme of the fresh persimmon that could meet the user group requirements was designed. The characteristic models of the four groups of users related to the fresh persimmon packaging were constructed according to the research process of ethnography. 22 demand indicators were summarized and the demands were converted into 17 technical characteristics. The packaging scheme of fresh persimmon was designed according to the five technical characteristics of great importance. According to the merchants, consumers, logistics providers and manufacturers, the corresponding demand characteristic models are respectively established. Such models can quickly and accurately synthesize the demand indicators, and easily obtain the importance of technical characteristics.