1. Overview of Li Ziqi’s videos Li Ziqi, a self-media person, became popular on the Internet by shooting fresh and peaceful rural life. From 2016 to 2020, she uploaded 114 video works in one go, ranging in length from 4 to 10 minutes. The video content is mainly about her work and life in the mountain village, her video theme, production process (production Tools, production methods), video atmosphere and characters are all very Chinese. The themes of Li Ziqi's videos can be roughly divided into two categories: food production and intangible cultural heritage production. In the food production videos, most of the ingredients are self-sufficient, and the entire process of crop planting, irrigation, picking and post-processing is filmed according to the 24 solar terms: the food produced is based on seasonal ingredients such as potato powder, sugar paintings, twists, and sophora flower rice. The food is mainly traditional Chinese festival delicacies such as Laba porridge and New Year's Eve dinner; traditional utensils such as sickles, flails, Hu barrels, and stone mills are used in the production process: the production methods follow ancient methods, and various sauces and dishes use traditional Fermentation and production methods; the video uses mainly cold-toned light and shadow combined with light music such as pipa, bamboo flute, and guqin to create a quiet rural pastoral atmosphere: In the country courtyard, Li Ziqi is wearing a cotton and linen gown and speaks Sichuan dialect. , doing farm work quickly and skillfully, the image of a hard-working, independent, filial and beautiful Chinese rural girl suddenly became fuller. The combination of these factors creates a paradise scene with beautiful scenery, beautiful people and a wonderful life. 2. Analysis of Li Ziqi’s e-commerce monetization model The current monetization model of domestic internet celebrities mainly relies on live broadcast platforms and e-commerce platforms. The former includes user rewards, contract signing platforms and advertising, while the latter mainly refers to operating Taobao stores. Li Ziqi chose the short video + e-commerce model. In the early stage, use high-quality videos to accumulate power for your traffic. As the fan base grows, the team takes emotional capital as the core, uses the fan community as a marketing tool to add value to emotional capital, and enhances fan activity through emotional marketing. This is a kind of video content production type delivery. Through the performance of high-quality content, the audience's perception is stimulated and users have a strong desire to own the same style. Then, starting from the actual needs of consumers, we use our strength to open Taobao stores and sell goods. Because for a long period of time in the early stage, Li Ziqi did not advertise and rarely interacted with marketing accounts, fans' desire to consume has been building up for a long time. On August 17, 2018, Li Ziqi’s Tmall flagship store of the same name opened, and sales exceeded 10 million in just one week after the product was launched.