Endogenous hormones can improve plant resistance and regulate growth and development. To obtain the basis of chemical control technology for improving Sequoia sempervirens resistance in Xuzhou, China, the current study probed the dynamic changes of endogenous hormones in terminal buds from different crown positions in S. sempervirens. Enzyme-linked immunosorbent assay (ELISA) was used to measure changes in the contents of endogenous hormones in terminal buds from the upper, middle, and lower lateral branches. The results were as follows: Indole acetic acid (IAA) in all terminal positions had a similar change trend of “rise–drop–rise.” Gibberellic acid (GA) in the upper and middle terminal buds showed similar trends of “drop–rise,” but GA in the lower lateral branches presented a “rise–drop” trend. Zeatin–riboside (ZR) in all terminal positions had similar change trends of “drop–rise.” Abscisic acid (ABA) in all terminal positions had similar change trends of “drop–rise–drop.” the trend of (IAA + GA + ZR)/ABA in all terminal positions was the same as that of IAA. Our results confirmed that, in autumn, the high content and ratio of stimulatory endogenous hormones in the terminal bud of S. sempervirens induced the terminal bud cells to continue to divide and grow, and the new branches could not be fully lignified and deeply dormant before the onset of low temperatures in winter, which led to a decrease in cold resistance and even the death of the terminal buds.