In the context of China's cultural trade being "reversed", how to optimize the structure of cultural trade and promote the transition development of cultural trade is an important issue. From the perspective of supply-side structural reform, it makes clear how China's cultural trade's supply-side structural reform came into being, and analyzes its significance. It emphasizes the three main contents of the reform:the supply of commodity structure, supply structure and supply channels. Lastly, it puts forward specific reform measures from the four aspects of product innovation and brand building, supply mode innovation and foreign trade supply chain integration in the the cultural industry, organizational innovation and innovation of enterprise culture, and the main role of governance innovation and encourage innovation atmosphere.