In order to improve the performance of the wireless power transmission (WPT) system, a novel design scheme with magnetic shielding structure on the WPT coil is presented in this paper. This new type of shielding structure has great advantages on magnetic flux leakage reduction and magnetic field concentration. On the basis of theoretical calculation of coil magnetic flux linkage and characteristic analysis as well as practical application feasibility consideration, a complete magnetic shielding structure was designed and the whole design procedure was represented in detail. The simulation results show that the coil with the designed shielding structure has the maximum energy transmission efficiency. Compared with the traditional shielding structure, the weight of the new design is significantly decreased by about 41%. Finally, according to the designed shielding structure, the corresponding experiment platform is built to verify the correctness and superiority of the proposed scheme.