New professional farmers are the important force for rural revitalization and rural e-commerce development, based on literature research and survey interviews. The competency characteristic elements of new professional farmers participating in rural e-commerce development was combed, sample data through questionnaire survey was obtained, the identity, average importance and standard deviation of the competency characteristic elements of new professional farmers participating in rural e-commerce development was analyzed, and a competency model vertically based on three levels of knowledge and skills, professional quality and attitude, personal quality, and horizontally was constructed based on four dimensions of key core competence, core competence, important competence and supplementary support competence, including 22 competency elements.