The invention discloses a material guiding mechanism of a hook bolt forming machine. The material guiding mechanism comprises a bottom plate, an upper guide block, a lower guide block, guide wheels, a plurality of installation plates, adjusting handles and a material wire. The upper guide block is installed at one end of the bottom plate, the lower guide block is installed at the other end of the bottom plate, the upper guide block and the lower guide block are located on the same central line of the bottom plate, the installation plates are further installed at the upper end of the bottom plate, wheel shafts and handle shafts are installed on the installation plates, the wheel shafts are located on the tops of the installation plates, the handle shafts are located on the side faces of the installation plates, the guide wheels are installed on the wheel shafts, the adjusting handles are installed on the handle shafts, the material wire penetrates through the upper guide block and the lower guide block to be in fit contact with the guide wheels, and fixing plates are distributed on the opposite sides of the bottom plate in a spaced mode. By means of the material guiding mechanism of the hook bolt forming machine, the material wire can be well guided to be straight, and the working quality can be ensured; meanwhile, the installation and maintenance efficiency is improved due to the simple structure.