Based on the Johnson-Holmquist-Ceramics material model in LS-DYNA, the penetration process of the bullet impact sapphire plate is simulated by finite element method, and the penetration failure mechanism is also analyzed. Four main observations are obtained-First, when the bullet hits the sapphire plate, the warhead does not invade the panel immediately, but is firstly roughened and abraded. Secondly, the force on the warhead increased sharply and reached the peak value in the process of the formation of the sapphire smash cone. Thirdly, after the smash cone is completely formed, the plate strength decreases gradually and the force of the projectile appears fluctuating or decreasing. Finally, in the whole penetration process, the fragmentation and cracking of sapphire mainly serve to absorb most of the kinetic energy of the bullets and to reduce the bullet speed. This study provides a reference for the design of bulletproof composite armor.