The economic value assessment of wild species is key to conservation biology, and is the theoretical basis of species conservation, ecological compensation, and the economics of ecosystems and biodiversity (TEEB) action plan. This research used the contingent valuation method (CVM) to evaluate the non-use value of an endemic threatened bird Crossoptilon mantchuricum. The results showed that 503 effective questionnaires were completed, in which willingness to pay (WTP) accounted for 70.97% of the responses. The average individual WTP for Crossoptilon mantchuricum was 28.39-36.88 yuan/a, and the total non-use value ranged from 21.89×10⁹ to 28.44×10⁹ yuan/a. The Logit model estimate of the factors influencing WTP suggested that cognition degree, number of times respondents have seen Crossoptilon mantchuricum, the education and income levels positively affected WTP, and that cognition degree had the greatest effect. However, the age of the respondents negatively affected WTP. After comparing the domestic valuations of the species, the scope of the assessment, the WTP unit, and the total sample setting were also considered to be factors that can directly influence the final result of the species valuation.