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Brand value could quickly become a shared cultural phenomenon for people in different markets. B2C sales platform widespread phenomena could bring business growth opportunities and convenience to users. Getting it right culturally would be an even more challenging prospect. Propelled by a rapidly expanding consumer market and the development of digital technologies, Sichuan e-commerce continued to grow all the rage toward brand value across the country. Coupled with the accelerating consumers online in the current economic situation, businesses could reach consumers by selling online through popular B2C platforms. Three objectives of this study were to analyze the difference analysis of customer brand value perception in the Sichuan e-commerce trading platform based on different demographic variables of gender and age; explore the effect of influencing factors of the functional attribute, brand association, loyalty, and satisfaction on customer brand value perception in the Sichuan e-commerce B2C platform, and evaluate the improvement of Sichuan consumer brand value perception based on the dimension of functional attribute and brand association in the B2C e-commerce trading platform. Four hundreds and four questionnaires from Sichuan consumers were collected through the online WeChat platform by random sampling in July 2022. The results showed functional attributes, brand association, loyalty, and satisfaction significantly impact consumer brand value perception. This study's outcome could offer information to B2C platforms in building respective strategies for improving consumers' brand value perception.