Abstract: The key issues in promoting the indepth cooperation between Fujian and Taiwan industries lie in establishing new types of supply chain mode and circulation system of fruit with the “production” “distribution” and “sell” integrated, improving the overall operating efficiency of the fruit production, circulation and consumption, achieving the seamless connection of Taiwan fruit and the mainland market in a short period, low consumption and high efficiency way. Based on the definition of the concept and principle of direct marketing, the paper presented some ideas of constructing the direct sale and purchase system of Taiwan fruit. The measures and suggestions were provided in terms of legislation, customs, inspection and transportation and logistics, finance, ebusiness and so on. Our results will offer beneficial instructions and services for the direct sale and purchase system of Taiwan fruit and the trade between the Taiwan Strait.