Using the theory of means-end chain (MEC) and soft laddering technique, this paper carried out an in-depth interview with 38 consumers. By the content analysis method, it analyzed the relationship between the “attribute - consequence - value” of Hongyue Garden Maker, built the corresponding implication matrix and hierarchical value map, and finally obtained the dominant perception orientation of Hongyue Garden Maker consumption. This study revealed the potential reasons for consumers to buy Hongyue Garden Maker, analyzed the value connotation of consumers and the brand communication path of Hongyue Garden Maker. In addition, the results of this paper are expected to provide certain theoretical references for market segmentation and brand orientation of Hongyue Garden Maker
