A precise dynamical model of winding tension was established by analyzing the shaftless multiple unit web press experimental platforms to characterize winding tension and establish control strategy. A tension control simulation system was constructed whose actuator was a permanent magnet synchronous motor by using MATLAB. For its nonlinear performance, a sliding mode variable structure controller was designed, and compared with the traditional PID control through experiment. The results showed that the sliding mode control strategy improves the dynamic and static characteristics of tension control system. Multi perturbation factors of winding tension were considered in the simulation model, which made the simulation model more close to the real web press system. A more precise and convenient simulation platform was constructed by bringing the advanced control strategy to winding tension of web press.