Abstract: Aiming at the problems of low picking efficiency and easy damage to fruit of kiwifruit equipment, the conceptual design of kiwifruit picking machine was guided by TRIZ（Theory of Inventive Problem Solving）. The operation process of kiwifruit picking machine was determined by demand analysis. Based on the analysis of systematic function, the functional defects of the screw end-effector for kiwifruit picking were identified, a set of TRIZ tools including causal analysis and substance-field analysis were applied to seek innovative solutions, a new kiwifruit picking machine was innovatively designed, which could automatically locate fruit tree, identify fruit, cut fruit stem and collect fruit. ADAMS was applied for gait simulation of end-effector picking action, and MATLAB was applied for dynamic simulation of operating space and picking trajectory of the picker. The results showed that the spatial range of the picking trajectory of kiwifruit picker was about 1.4 m in the X direction, 1.8 m in the Y direction and 2.3 m in the Z direction. The picking speed was 8 seconds per kiwifruit, and the end-effector picking process was smooth and consistent, which could meet the expected design requirements. The application of TRIZ theory in the product conceptual design stage is conducive to producing high-quality, multi-level conceptual solutions and improving product design efficiency.