Based on the problems of large energy consumption，low transport efficiency and belt caking coal in coal belt transport system in Fengfeng Group Xintun Mine, the self-cleaning permanent magnet direct-drive belt conveyor was developed. The belt conveyor was driven by high power permanent magnet direct-drive electric drum, supporting the self-cleaning drum. Industrial test results showed that permanent magnet direct-drive system was safe and reliable, saving energy and protecting environment, self-cleaning drum could achieve conveyer belt cleaning coal inside automatically and avoid belt running deviation effectively.