Abstract: With the upgrading of consumption and the increase of personalized demand, the "new retail" format will become the mainstream of retail industry in the future. Agricultural products e-commerce must also follow the route of "new retail" in order to gain wider development space. From the perspective of branding and the three major characteristics of "new retailing", this paper analyzes the existing problems and obstacles of Hunan agricultural products e-commerce. As a result, Hunan agricultural products e-commerce currently has a low degree of "online and offline" linkage,"consumer experience" is poor and the relationship between "people-goods-yard" is relatively backward and other issues. Hunan agricultural products e-commerce must be carried out to realize benign interaction between online and offline with systematic brand planning, and must have professional brand operation ability to improve consumers'shopping experience, and must be reconstructed the relationship between "people-goods-yard" to satisfy the personalized needs of the consumers.