The heating free direct rolling technology for bar and wire rod can transport the billet directly from the continuous casting machine to the rolling mill for rolling, completely eliminating the traditional heating furnace and achieving the goal of energy conservation and emission reduction. Compared with traditional bar and wire rolling processes, the lower direct rolling rate is one of the factors that affects the promotion of non heating direct rolling technology. A new steel feeding control model was proposed, and based on the actual production process parameters on site, the operational effects of the first in first out (FIFO) model and the proposed control model were studied and compared. The results show that under the connection of four machines and four streams on a rolling line, the direct rolling rate using FIFO control model is 88.7%, which is in good agreement with the measured direct rolling rate. However, using the proposed control model can increase the direct rolling rate to 94.3%. At the same time, simulation studies were conducted on the direct rolling rates of two models under the connection of five machines and five streams on a rolling line. The results show that the direct rolling rates using the FIFO control model and the proposed control model are 74.3% and 81.7%, respectively. Through comparison of results, it was found that the control factors of steel feeding directly affect the direct rolling rate. In addition, the matching degree between the flow rate of the continuous casting machine and the capacity of the rolling mill is also an important factor affecting the direct rolling rate.