The utility model provides a hidden air conditioner installation structure, which belongs to the technical field of air conditioner installation and comprises an air conditioner body, a winding roller, a threading hole and a fixing box, a groove is formed in the back of the air conditioner body, the winding roller is rotatably arranged in the groove through a rotating shaft, a power plug wire is wound on the winding roller, and the threading hole and the fixing box are arranged at the upper end and the lower end of the air conditioner body in a penetrating manner, the rotating shaft is sleeved with the spring and fixed in the air conditioner body, the rotating shaft is rotationally connected with the fixing box, the spring is arranged in the fixing box, and the two ends of the spring are fixedly connected with the rotating shaft and the fixing box respectively. By arranging the spring, the length of the power plug wire is controlled through the elastic force of the spring, the redundant power plug wire is prevented from being exposed out of the air conditioner body, and therefore the neatness of the air conditioner body is improved, the overall operation is simple, automatic collection of the power plug wire is achieved, and the adjusting efficiency of the power plug wire is improved.