Abstract: In view of the problems existing in China's rural development, such as unclear development direction and loss of rural characteristics, this paper reconsiders the countryside from the perspective of original value. This paper analyzes the industrial, ecological and cultural values of rural areas in the new era, analyzes the problems existing in the application of existing values, and explores the neglected potential values in rural areas. In the process of giving full play to value advantages, activating value potential and protecting characteristic value, corresponding rural practical planning strategies should be formed. Judging the value of rural industry through industrial foundation and resource advantage, it guides the construction of rural industrial system and promotes the independent improvement of rural service facilities. Analysis of rural ecological value includes ecosystem services, ecological landscape and forest carbon sink value, corresponding to rural environmental restoration and protection, rural ecological landscape structure and ecological resource asset management. Sorting out rural cultural values, guiding the construction of rural public space and style in protecting and activating various cultural values, and forming unique cultural name cards of rural areas. Taking Chechang Village as the empirical object, this paper explores the practical planning strategy from the perspective of rural value.