Abstract: At present, China′s retail trade is experiencing a profound change in technology upgrading and format adjustment with the most distinctive feature of the mature development of online retail trade. From the perspective of “technological innovation”, the paper constructs the principle and operation standard system of retail format structure adjustment on the basis of the analysis of the transformation and upgrading of the format and the motivation of the structural readjustment of the format, and puts forward some countermeasures and suggestions on the optimization of the spatial distribution of China′s retail trade by combining with the prospect and objective environment of the development of retail trade.

Key words: retail format；structural adjustment, network retail, technological innovation, motivation, principle and standard