This paper aims to investigate aspects required for the players’ business of wholesale markets in consumption areas, in also consideration of a fundamental reform on the Wholesale Market Law. We examined the followings: summarizing the main points of and the players’ action responded to, the policy change such as the law reform; clarifying a position and channel evaluation of wholesale market trading for users like shippers and retailers, based on the factor analysis with questionnaire surveys; considering a key point for players, especially wholesalers, to strengthen a value of their presence. It is clarified that users highly perceive wholesale markets as a superior channel to reduce their trading risk.