This paper considers the characteristics of the deep integration of online and offline dual channels, store warehouse integration, inventory sharing, and nearby order delivery in the new retail supply chain, and explores the operational rules of the new retail supply chain. Then, based on this, we consider the impact of consumer utility on channel selection, thereby affecting the demand of each member of the supply chain. Subsequently, a new retail supply chain model is constructed under centralized and decentralized decision-making, and we design a transshipment price coordination strategy based on lateral transshipment mechanism to obtain the optimal order quantity and expected profit of each member. Finally, numerical examples show that the operation mode of the new retail supply chain is excellent, consumer utility will have an impact on the order quantity of members, and the coordination strategy is effective.