Giant Panda (Ailuropoda melanoleuca) is an endangered and endemic species of China, which has been put on the First Category of State Key Protected Wildlife List (since 1989). Research of Giant Panda existent value plays an important role in the wildlife conservation in China and the world. The awareness of protection and the average Willingness To Pay (WTP) was analyzed by Contingent Valuation Method (CVM), and the monetary existent value of Giant Panda was calculated by SPSS. The survey carried out in Sichuan Province where the habitats of giant panda concentrated. Six hundred and seventy four valid questionnaires were analyzed through method of Payment Card (PC). The results indicated that 70.4% of the respondents in the nature reserve would pay for Giant Panda′s protection, and the main reason for 0 WTP was low income. The average individual′s WTP was 82.7 Yuan every year and the total monetary existent value of Giant Panda could be estimated at 3.67×1010 Yuan per year. Based on Akaike′s Information Criterion (AIC), the most parsimonious regression model was selected through all the establishment of regression model for WTP. The results indicated that WTP was mainly affected by education level, income and age of respondents. The WTP was correlative with education level and income factor positively, and with age factors negatively. Gender and awareness factors had insignificant effect on WTP. Furthermore by applying Analysis of Variance (ANOVA), education level, income and age factors demonstrated significant difference in their respective multilayer.