The invention relates to a cloth transmission and adjustment mechanism of a sewing machine, which comprises a machine head, a dial, a cloth transmission regulator, a regulator shaft, a connecting rod and an offsetting spring, wherein the shaft part of the dial passes through the machine head and is in butt joint with a groove of the cloth transmission regulator; the cloth transmission regulator is sequentially connected with the regulator shaft and the connecting rod, and the other end of the cloth transmission regulator is connected with the offsetting spring; a shaft surface of the dial is provided with a blocking rod in a penetrating way; a pull rod is fixed at one side of the blocking rod; the pull rod passes through the peripheral surface of the dial and can move along the axial direction of the dial; and a through hole is arranged at the side of the machine head. By matching the pull rod, the blocking rod and the through hole, the cloth transmission and adjustment mechanism of the sewing machine enables the cloth transmission quantity to be stable and the cloth transmission performance to be reliable; and the position of the dial can be freely rotated within the range of a circle, so that stepless regulation can be realized.