Under the background of the new retail economy, this paper aims to discuss the development trend and innovation path of the retail service of cultural and creative products of the Winter Olympic Games. Combined with the scenario theory, this paper proposes to build a "BPC framework" for the retail service scenario of cultural and creative products integrating brand communication, products marketing and community operation, and takes the design practice of "Bing Dwen Dwen Carnival" as an example to test the usability and specific operation methods of the framework. Through the scenario construction of three dimensions, the traditional cultural and creative business will be transformed into a service model with a deep cultural embodiment, good consumption experience and strong user stickiness, so as to provide a useful reference for the retail of cultural and creative products of sports events.