In order to clarify the relationship between the external situation and the enterprise''s strategic action, through the longitudinal tracking research of Yunnankuangu Sugar Co., Ltd. And introducing the concept of strategic cognition, the influence mechanism of the new consumption situation on the evolution of strategic action was analyzed. It is shown that ① the development process of new start-ups in the context of new consumption will go through three stages: single point breakthrough, diversified development and scenario extension. Policy factors, technical factors and market factors, as external situational factors, run through the above three stages and drive the evolution of strategic cognition and strategic action; ② Strategic cognition includes three elements: strategic focus, cognitive interaction and strategic orientation. The mechanism of transmitting the new consumption situation to strategic action is to form the strategic focus of the enterprise by identifying the external situation, determine the strategic orientation after cognitive interaction, and then clarify the strategic action; ③ There is a close interactive evolution relationship among new consumption situation, strategic cognition and strategic action evolution.