The development of new retailing is constrained by the coupling situation of retail and logistics industries. Under the coupling condition of the two industries, the way to establish a new retailing organizational field is an important and practical for the enhancement of the retail industry reform and the improvement of the economical efficiency. Firstly, this paper quantitatively evaluated the interdependence and coordinated development of retail and logistics industries in eastern, central and western regions of China. Secondly, it put forward the advantage path of new retailing institution entrepreneurship considering regional heterogeneity, and analyzed the construction process and its logics of the new retailing organizational field. The finding shows: the retail and logistics industry are in a positive asymmetric symbiotic state, and the symbiotic degree has obvious regional differences. The coupling and interaction between retail and logistics industry is not good. The coordination level of coupling in the eastern region is the highest, generally in the middle coordination stage. And the western region is the lowest, barely in the initial coordination stage. In eastern, central and western regions the construction of new retailing organizational fields under the leading role of platform service providers, brick-and-mortar retailers and logistics service providers respectively is required. There are differences in the organizational behavior logic of institutional entrepreneurship, collective action, legitimacy building and insititutions change in the formation of the above three kinds of new retailing organizational fields. The above conclusions provide a theoretical basis and policy implications for the sustainable and healthy development of new retailing in China.