The college entrance examination is considered to follow the growth mechanism of "early‐onset endogenous type", and "endogenous" is the internal force element. The key to the reform of the college entrance examination lies in the improvement of the internal functions. Having been established for more than 70 years, the functions of the college entrance examination, such as the evaluation of self‐cognition, the promotion of self-development, the guidance of basic education, the selection of higher education talents, the guarantee of social equity and the promotion of social mobility, have become more explicit with the in‐depth practice of the people‐oriented educational thought. Under the endogenous mechanism the functions and internal aspects of functions in the zero sum game are also trying to find the path of positive sum game.