The important function of rare earth permanent magnet materials is to produce magnetic flux and provide magnetic adsorption force to the outside world. According to the characteristics of rare earth permanent magnet materials, the mathematical model of permanent magnet materials is established by using Kirchhoff's law of magnetic circuit, and the qualitative analysis of magnetic adsorption force is carried out. The static magnetic field characteristics and magnetic adsorption force of permanent magnet are analyzed by ANSYS Maxwell finite element simulation software. Through the actual measurement of the magnetic adsorption force of permanent magnet, the error causes between the actual measurement and theoretical calculation and finite element simulation are analyzed.