Abstract: In the environment of Internet dividend fading and consumption upgrading, "new retail" has become a new normal for retail industry. At present, the new retail development is hindered by the slow economic growth, the natural disadvantages of the retail stores, and the decision-making mistakes at the enterprise level. Through the comparative analysis of consumption upgrading and online and offline retail, it can be found that the new retail is showing the development trend of membership system, strengthening cooperation with entity retail and production enterprises.