Abstract: This paper at first analyses the present situation and status quo of the existence and competition of the retail enterprises in our country and makes research into the way through which the retail enterprises obtain the advantages of competition.The authors think that customers' satisfaction and the fostering of loyalty to customers are the decisive factors that help the enterprises to gain the sustainable competing advantageand that the core competitiveness of the modern retail enterprises is serving customers.At last the paper discusses the basic tactics of achieving excellent level of serving customers,such as setting up SCM system,performing the strategy of own brand,etc.