In recent years, the development of rice industry has been highly valued by the state. In hubei area, due to the development of the modernization and the shortage of labor, traditional way of rice cultivation methods is facing serious challenges, and economic benefits have become the decisive factor for the effective promotion and application of rice cultivation methods. According to the research results, first, in the input-side analysis, in the CCR model, D5, D12, D26, D28, D32, D36 farmers with high efficiency appear. The analysis result shows that among the 60 farmers, the average efficiency is 89%, and there is an inefficiency of 11%. In the BCC model, 14 farmers were identified as high-efficiency farmers, with an average efficiency of 0.9453. Second, in direct seeding cultivation of rice, the average scale efficiency is 0.9227, while the average pure technical efficiency is 0.9644. This shows that the effect of scale efficiency is greater than that of purely technical factors, ignoring the reasons for the low operational efficiency of direct seeding cultivation farmers. It can be predicted that with the further deepening of farmers' understanding of this planting mode, the proportion of rice direct seeding may be further expanded in the future. Relevant agricultural departments should further promote this technology to farmers, study the direct seeding technology using scientific methods, and evaluate the changes of this cultivation mode. The agricultural departments of government should concern about the climate risk assessment of direct seeding rice, the environmental impact assessment caused by the extensive use of herbicides, the application of mechanical technology in the process of direct seeding, the lodging of direct seeding rice, and other related issues.