To address the problem that sand fixation equipment cannot use bulk rod material for conveying operations, a directional transport device for bulk rod materials is designed, which realizes the flipping conveying of rod material from horizontal to vertical direction. The rod material is directionally conveyed under the clamping of two adjacent forks of the chain conveyor belt. The directional turning process of the rod material is analysed using the discrete element method, and the operating principle and feasibility of the rod material’s directional transportation are explained. To optimize the working performance of the device, an orthogonal combination test is carried out through physical prototype, with the conveying thickness, filling rate and conveyance speed of the rod material as the experimental factors, and the rod material’s qualified rate as the test index. The test results show that the experimental factors mentioned above can be ranked from the filling rate, the conveyance speed and then to the conveyance thickness according to their degrees of influence on the delivery rate of rod materials. The optimal parameter combination is obtained, and the results are also verified by experiments. This study has solved the problem of directional transport device for bulk rod materials in sand fixation equipment, which has theoretical significance and application value in the design of sand fixation equipment material conveying system.