Xinjiang jujube industry is the fastest growing，the most extensive coverage，and the best effect for farmers’ benefit of a fruit industry in recent years.It is very important to farmers to increase the income.Shanghai is represented by Chinese high-end consumers.Investigating consumer preferences of Xinjiang jujube in Shanghai，can provide important reference value for the production and marketing of Xinjiang jujube.The findings showed that Xinjiang jujube have become the preferred of Shanghai consumers；consumers were most concerned about the quality and taste；the main channels of purchasing was large supermarkets，followed by the Internet and stores.The level of consumer spending on jujubes was still low and for the consumer，the Xinjiang jujube’ origin and brand awareness were low.Full implementation of standardized production，improving jujubes quality，increasing efforts of the publicity and promotion，establishing a high-end brand image of Xinjiang jujube，through direct sales or to build out the networks，to strengthen the building of the agricultural super docking platform，etc.，were important measures to expand Xinjiang jujube’ sales.