Abstract:With the rapid development of China's power market, the number of power users participating in the power exchange market has increased dramatically, and power users with different power consumption characteristics and energy demand enter the market for transaction. According to the requirements of the renewable energy quota document written by the national development and reform commission of China, all kinds of market entities should undertake the task of renewable energy consumption. In this background, the study of power retailer to stabilizing the price fluctuation in the wholesale market, and the research of regulating the relationship between supply and demand by electricity price, became very important. This research is the key factor to build a diversified, open and competitive retail market. This paper first introduces the construction of retail market in domestic and overseas. Under situation of the electricity market reform in China, it is necessary to design a power exchange mechanism that can meet the requirements of clean energy quota for each market participants, and to formulate a new retail market mechanism that reflecting the synergy between the wholesale and retail market. Using new mechanism contributes to the construction of power market, and fulfills the responsibility of clean energy consumption.