Cultivated strawberry (Fragaria × ananassa) is a kind of Rosaceae fruit crops grown worldwide. It is popularly consumed for its attractive color, juicy flesh, and nutrient content. The rich anthocyanin in strawberry fruits is responsible for its coloration. Anthocyanins are polyphenolic compounds, belonging to the four types of natural plant pigments. As important antioxidant secondary metabolites, anthocyanins substantially affect the internal quality and nutritional value of strawberry fruits. Here, we summarize the molecular mechanism underlying anthocyanin accumulation in strawberry fruits and discuss the ways to increase the content of anthocyanins in order to provide theoretical support for improving the color of strawberry fruits and enhance its commercial value by molecular biology methods.