The invention discloses a film coiling system of a heat transfer machine. A film coiling carrying shaft, a film coiling roller, a film pressing wheel and a film reeling wheel shaft are stopped and positioned on a machine frame in the axial direction in a rotatable way, a photoelectric switch, a steering shaft group and a step motor are fixedly arranged on the machine frame, the photoelectric switch can sense optical markers on a transfer printing film, the outer wall of the film pressing wheel in the radial direction is tightly butted against the outer side wall of the film coiling roller in the radial direction, the motive power output end of the step motor drives the film coiling roller and the film reeling wheel shaft to rotate in the same direction at the same speed, the photoelectricswitch transfers sensing signals to a programmable logic controller, the programmable logic controller controls the starting and the stopping of the step motor, and a transfer printing film tensioning device makes the transfer printing film maintain the tensioning state. The invention uses the programmable logic controller for controlling the step motor to drive the film coiling roller, the starting and the stopping of the step motor are in pure electric control without mechanical friction and hysteresis phenomena, so the operation speed is stable, the reliability is high, the service life islong, the maintenance is not needed, the transfer printing film always maintains the tensioning state, and the positioning of the photoelectric switch is precise.