Abstract: Direct sales store came into being in Japan’sfarm products distribution market in the 1990s. It is an innovationdistribution pattern which combines the features of agricultural productionwith the stage of economic development as well as the structural changes in Japan’s familyconsumption. It shortens the distribution channel and time, and improves themarketability of farm products. However, most of vegetables or fruits producedin many producing areas are shipped to the wholesale market in China, whichsometimes not only lost time but also increase cost. So how to create vegetableand fruit distribution model through developing direct sales stores is becomingmore and more significant. Thispaper. attempts to improve its distribution pattern by learning Japanese experience.

Keywords: directsales store;Japan;enlightenment;fruitsand vegetablesdistribution

I.  Introduction

In1980s，with the reforms and opening-door policy started, the originalagricultural trading and distribution system under the framework of thegovernment monopoly system has disintegratedin China. Since1990s, accompanied with the development of Chinese market economy, thevegetables and fruits distribution system came into being based on theagricultural products wholesale market. However, the number of wholesale marketis huge, several problems, such as low average reaction, incomplete function, etc.,arestill existed. Large numbers of individual farmers are participating in thedistribution activities, but they do not have enough rights to say for theirprofits[1].

Afterthe second world war, Japanese agricultural developedrapidly, JA(JapanAgricultural Cooperative)andagricultural wholesale markets have been playing an significant role in its development[2].