The invention relates to the technical field of electronic chip production. A pin pressing device of an electronic chip loading machine, including a mounting seat, a pressing cylinder, a lifting block, a positioning column, a limit block, a pressing block, a transfer plate, a positioning component, a switch component, a rotating cylinder and a fixing base seat; the mounting seat is fixedly arranged on the frame, the lifting block moves and fits in the mounting seat, the compacting cylinder is arranged on the top of the mounting seat, and the telescopic end of the compacting cylinder is connected with the lifting block; the positioning column is set At the bottom of the lifting block, the pressing block is fixedly arranged on the bottom of the lifting block; a pressing column is arranged in the pressing block, and the pressing column is connected with the pressing block through a spring; The assembly is installed on the transfer board, and the center of the transfer board is installed on the transfer shaft of the rotary cylinder; the switch assembly is arranged on the mounting seat, and the switch assembly is located at the side of the positioning assembly. The pin positioning of the invention is fast and efficient, and the double-station is processed step by step to limit and compress the workpiece.