The paper aims to solve the problem of low efficiency caused by manual labeling in the process of air baggage self-service check-in at present, fully achieve the self-service and improve the efficiency of baggage check-in, design and propose an automatic labeling system for air passenger baggage. In terms of mechanical structure, an automatic baggage labeling machine driven by pure electricity was designed according to the requirements of baggage labeling and airport environment, and the label was pasted by rolling; in terms of control, an automatic labeling control system based on single chip computer and PC was proposed after analyzing the labeling process, and the corresponding software was designed. The related experiment showed that when setting the system's labeling pressure value to 10 N and the accuracy to ±1 N, the labeling machine can achieve stable labeling and have a good labeling effect on different baggage materials, which can meet the functional requirements. The automatic baggage labeling machine can complete the task of labeling most baggage of different materials and sizes. It significantly improves the efficiency of baggage check-in, and has great practical application significance.