With the rapid development of the e

With the rapid development of the economy and the rapid expansion of the Internet, the traditional retail industry has gradually fallen into a bottleneck due to the growth of users and traffic dividends. In this context, the trend of online and offline integration is becoming more and more obvious. New retail emerges at the historic moment, which injects new vitality into retail enterprises and makes great changes in retail industry. The emergence of new retail brings a turning point to the retail industry. It changes the traditional operation mode, takes consumers as the center, provides products and experience, implements the operation mode of deep integration of online and offline plus logistics, and creates a new retail concept. Based on the background of the new retail environment, this paper analyzes the current situation and trend of the development of HEMA fresh food supermarket, and then discusses the new retail operation mode of "HEMA fresh food". Based on the current situation of its operation and management, this paper puts forward the corresponding improvement measures for the existing problems in the current development of HEMA fresh food. Through the research of this topic, we hope to learn from the theory of innovation, transformation and upgrading of traditional retail enterprises.