Rhododendron family are widely distributed in the Hengduan Mountains centered by Western Sichuan. Highly linked to local people’s livelihood and daily life，rhododendron has been under protection by many nationalities in Hengduan Mountain spontaneously. This article analyzes the state and issues of endemic plants conservation in Sichuan and presents some experiences made on promoting social participation in rhododendron conservation as the new model of endemic plants protection.