The rapid development of e-commerce has brought great opportunities for new retail practice, and it is also facing the challenge of sustainable development. Under the background of new retail, based on the theory of customer experience, a model of influencing factors of customer experience on customer loyalty was constructed from the perspective of customer experience, brand relationship quality and customer loyalty, and structural equation model was used to verify it. The results show that sensory experience and emotional experience have no significant direct positive impact on customer loyalty, but have a significant positive impact on customer loyalty through brand relationship quality. Action experience positively affects customer loyalty. Brand relationship quality has a significant positive impact on customer loyalty.