The influence of Internet-like thinking on people is deeply ingrained. Even though it has entered a new era of digital retail, we still see that many players are still using platform and central methods and methods to put digital retail into practice. Whether it is an enabler of digital retail or a traditional e-commerce platform that has been transformed, one of the main reasons for them to devote themselves to digital retail is still trying to maintain their position, especially still building themselves into a new platform and center. What we need to understand is that in the context of information asymmetry, the platform and center model is an advanced business model. When the information is greatly enriched, especially when the role of matching and intermediary played by platforms and centers is no telemarketing list longer so effective, blindly maintaining the status of their own platforms and centers will inevitably make the development of digital retail lose its original status. function and role. As a result, digital retail in the form of platforms and centers has fallen into a new predicament. If we must look for the current digital retail puzzle, it is still based on the platform and the center as the ultimate pursuit, and we have not really found new ways and new methods for the implementation and time of digital retail, which leads to the current digital retail. The key reason for escaping into an internet-like vicious circle. The key to getting rid of this puzzle is to completely abandon the telemarketing list development model of platforms and centers in the Internet age and look at digital retail with a new model. I don’t know if you have noticed that a new wave led by de-platforming and decentralization is emerging. Under this new wave, what we see is that more and more players start to stop seeing themselves as a platform, and no longer see themselves as a center, but as a kind of "foundation" facilities” as part of the industry. How to completely get rid of the shackles of traditional platforms and centers, and truly see yourself with a new role and positioning, may be the key for digital retail players to break out of the development dilemma.