Journal of Economics, Management and Trade

E-commerce live streaming has become a commonly used marketing mode in the era of Internet penetration. In the implementation process of the rural revitalization strategy, more and more villages are showcasing their rural scenery and selling local agricultural and sideline products through online live streaming platforms, which has become an effective measure to promote rural revitalization. The "Internet celebrity secretary" of Huaisi Village in Matou Town, Jiangsu Province, has achieved certain results in promoting rural revitalization through e-commerce live streaming during rural governance. Leveraging the influence of the "Internet celebrity secretary", various online and offline channels are utilised to promote rural culture and speciality products, attracting more tourists and investors, thereby driving the rapid growth of the rural economy. "Daotou Spicy Strips" has become a network star agricultural speciality product, attracting the attention of many netizens, enhancing the popularity and reputation of the village, driving local economic development and cultural dissemination, and using online platforms to achieve rural revitalization with thriving industries and livable ecology. This article analyses the practices and experiences of the "Internet celebrity secretary" of Huaisi Village in promoting rural revitalization through e-commerce live streaming, explores the path of rural revitalization in the context of the Internet, and provides reference and lessons for rural revitalization. By selecting outstanding rural leaders, identifying suitable entry points for their own development, and innovating rural revitalization models, we can promote sustainable development in rural areas, revitalize rural areas in the new era, and facilitate the orderly progress of China's rural revitalization strategy.