As a new sales model，live broadcast of E-commerce integrate social media and e-commerce platforms. Some head of counties use the live broadcast of E-commerce to expand the new direction of county economic development，and regard the kind of live as an innovative direction of economic development for the region. During the epidemic period of COVID-19 in 2020，the live broadcast lead by county head has a blowout growth. Live broadcast of e-commerce has become an important new way of targeted poverty alleviation. Many e-commerce live streaming platforms have started to organized the lead of country to participate in live broadcast. KOL drainage，the head of county endorsement，and farmers selling goods，the reasonable closed loop of platform +KOL+ county magistrate + farmers realize a multi-win-win situation. Also，live broadcasting of county head faces many difficulties. In the future，county head live broadcasting should find the correct position and choose to active reform，adapt to the form of e-commerce live broadcasting，and lead the development of county e-commerce with its long-term and efficient development.