The invention relates to a sliding plate push-pulling mechanism of product pressing-riveting equipment. The mechanism comprises a lower bottom plate, a lower sliding plate and a lower fixing plate, wherein the lower sliding plate and the lower fixing plate are sequentially stacked on the upper side of the lower bottom plate. A handle fixing support is installed at the front end of the lower sliding plate and is connected to a handle swinging block in a rotating mode, one end of the handle swinging block extends towards the lower sliding plate and is connected to a locating pin, the locating pin penetrates through the lower sliding plate downwards and is inserted into the lower bottom plate, a handle is installed at the other end of the handle swinging block, a reset spring is connected to the outer side of the locating pin in a sleeving mode, a bearing base is installed in the lower sliding plate, a rolling bearing making contact with the upper end face of the lower bottom plate is installed in the bearing base, and the upper end of the bearing base abuts against the interior of the lower fixing plate through a pressing spring. The mechanism is simple in structure, products on equipment can be fast pulled out to be replaced, the operation is smooth, simple and convenient, the labor intensity of operating personnel is lowered, the accident occurrence rate in the operation process is lowered, and the safety of the operating personnel is greatly improved.