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There are three main business models of the Chinese Internet celebrity economy- fan rewards, social media advertising, and online retailing. Fan rewards, less often for business, are mainly for online anchors and web writers, who use their talents to create performances or contexts to drive fans to reward them. Social media advertising is a significant channel to earn revenue for celebrities who work as influencers and brand spokespersons. In the online retailing business model, e-commerce based Internet celebrities like fashionistas sell self-branded products to potential buyers among followers via Chinese C2C or B2C platforms, such as Taobao and Tmall. The purpose of this study was to explore the desire of consumers in Sichuan to buy products from rural areas; to examine the influence of product brand marketing management in rural areas on consumer brand perception in Sichuan under the background of the rise of the Internet celebrity economy, and to put forward feasible suggestions for the product brands of Internet celebrity marketing in rural areas. Four hundred sixteen completed questionnaires of Sichuan rural consumers were collected through the online WeChat platform by random sampling in June 2022. The results showed that all influencing factors of Internet celebrity, brand reputation, trust relationship, product quality, discount, and value-added content significantly impacted rural consumer brand perception through the Internet celebrity economy. Further suggestions were made to improve brand identity through the Internet celebrity economy.