Abstract: The gradual embedding of scene elements in the agricultural industry chain stimulates the change of users' consumption expectations, which changes the value relationship of each node in the industry chain from "value symbiosis" to "value co-creation" and then to "value win-win". However, there is a lack of in-depth theoretical discussion on how the nodes of the agricultural industry chain transform from value symbiosis to value co-creation to value win-win. For this reason, this study takes Mengqing agricultural industry chain as an example to explore and refine the ecological innovation mechanism and path of new retail business model of scene-enabled agricultural industry chain. The study finds that:①The value relationship of each node of the agricultural industry chain in the three stages of "value symbiosis" to "value co-creation" and then to "value win-win" corresponds to the three processes of "cross-border connection of business situations", "associated coupling of consumption expectations" and "cross-mixing of business scenarios" respectively.②In the business context of cross-border connection, based on the logic of product-led extension of the industrial chain, the supply chain grafting through the industry to help farmers lead the countryside out of poverty.③In the coupling of consumer expectations, expand the industry chain based on service-oriented logic, and lead the countryside to get rich through industrial farming with the help of value chain guidance.④In the cross-mixing of business scenes, the industry chain is associated based on the scene-led logic, and the countryside is led to be rich through the regulation of the scene chain. The innovation of new retail business model of agricultural industry chain cannot be separated from the 3-chain adaptation of "supply chain-value chain-scene chain", which can not only help strategic choice, but also revitalize the countryside through value transformation.