For the short life problem of mold for a certain automotive rivet nut, the problems of existing original forming scheme were analyzed, and an optimized cold forging scheme was proposed to reduce the stress of mold at the corresponding station by transferring the part deformation amount of important station. Then, taking the reduction of the local maximum stress for mold as the optimization goal, taking punch speed, punch cone angle, die cone angle and friction coefficient as the variables, an orthogonal test was designed, and the optimal level combination of forming process parameters with the punch speed of 240 mm·s-1, the punch cone angle of 120°, the die cone angle of 60° and the friction coefficient of 0.09 were obtained through multiple simulation calculations. Finally, the cold forging scheme and the combination of optimal process parameters were verified by the numerical simulation and test. The results show that using the optimized schemes and process parameters to guide cold forging processing effectively reduces mold stress and extends mold life.