The mechanism of heat transfer during sheet metals heating with impinging jet in a rapid heating furnace is studied with experiments and mathematical simulating methods. It is shown that the heat exchange between metals and impinging jet occurs mainly in the lower region of the hearth,most of which is carried out in the manner of convective heat transfer,and the convective portion of the total heat fluxing to metal is up to 80%. Furthermore,it is also found that the reverse heat flux from metals to the wall, which is a new heat transfer phenomenon, takes place in the late heating period, and the intenser the convective heat transfer in the furnace is, the earlier the reverse radiation occurs.