I. video overview of Li Ziqi Li Ziqi, a media person, became popular on the Internet by shooting fresh and quiet rural life. From 216 to 22, she uploaded 114 video works with a duration ranging from 4 minutes to 1 minutes. The video content is mainly about her work and life in the mountain village. Her video theme, production process (production tools and production methods), video atmosphere and characters are all very China-like. Li Ziqi's video themes can be roughly divided into two categories: food production and non-legacy production. In the video of food production, most of the ingredients are self-sufficient, and the whole process of crop planting, irrigation, picking and post-processing is filmed according to the 24 solar terms: the food produced is mainly seasonal food such as potato powder, tanghua, twist and Sophora japonica rice, and laba porridge and New Year's Eve, a traditional China holiday food; Traditional utensils such as sickle, flail, Hu tong and stone mill are used in the production process: the production method follows the ancient method, and all kinds of sauces and dishes use traditional fermentation and production methods; The video creates a tranquil rural pastoral atmosphere through the light music such as pipa, bamboo flute and guqin. In the rural courtyard, Li Ziqi is wearing cotton and linen gowns, speaking Sichuan and Sichuan dialects, doing farm work quickly and skillfully, and the image of a hardworking, independent, filial and beautiful rural girl in China suddenly fills up. The combination of these factors has created an idyllic scene of beautiful scenery, beauty and good life. Second, the analysis of Li Ziqi's e-commerce realization mode At present, the realization mode of online celebrity in China mainly relies on live broadcast platform and e-commerce platform. The former includes users' rewards, signing platforms and advertisements, while the latter mainly refers to operating Taobao stores. Li Zikai chose the short video+e-commerce mode. In the early stage, I accumulated strength for my own traffic through high-quality videos. With the growing number of fans, the team takes emotional capital as the core, uses fan community as the marketing means to increase emotional capital, and enhances the activity of fans through emotional marketing. This is a kind of video content output goods. Through the performance of fine content, the audience's impression is stimulated, and users have a strong desire to have the same paragraph. Then, starting from the actual needs of consumers, we will use our strength to open Taobao stores and sell goods. Because for a long time in the early stage, Li Zikai did not advertise and rarely interacted with the marketing number, the fans' desire for consumption has been accumulated for a long time. On August 17, 218, Li Zikai's Tmall flagship store of the same name opened, and the sales of the product exceeded 1 million in just one week.