In China, tens of thousands of hotels and restaurants open and close every day. Almost every owner who opens a restaurant has a good vision for his restaurant, but the actual operation is quite different. We analyze and summarize the main reasons for this phenomenon and the "process" of reincarnation: 1. The entry threshold of China catering industry is low, and there is a one-sided false prosperity, which makes many people looking for entrepreneurial projects choose the introduction of catering; 2. Novice diners don't understand the hotel market and underestimate the investment risk of the hotel industry; 3. Most people who are newly involved in catering are ordinary types of catering, which seriously increases the homogenization of the industry, resulting in no personality at all; 4, the industry management is not standardized, and each family is fighting for itself and starting disorderly competition; 5, too much control and compression of operating costs, products are generally cheap and inferior in quality, and the operation forms a vicious circle; 6. The old owners closed their doors and changed their careers, and the new owners rushed in. Judging from the above six-step "process", it is really funny, but it is actually such a reincarnation "process". Therefore, we advise restaurants in operation, or restaurants that are about to open, to choose their own positioning, do their basic work well, extract their own product characteristics and business service personality, and carry out brand building and marketing promotion steadily; We advise entrepreneurs who are ready to enter the catering market to be cautious when choosing catering projects! We have thoroughly studied the catering and hotel industry for decades, and experienced many failures and successes. We have studied and summarized the necessary work contents before entering the catering and hotel market for the reference of the owners who plan to open stores to enter the catering and hotel market. The first step is to initially design their own brand name, product positioning, target customer positioning, environmental style positioning, service personality positioning, price strategy positioning, profit orientation positioning and a series of business model positioning. Only with accurate positioning, outstanding personality and solid foundation can we form a "unique show" in the market competition. The second step, site selection, integrate your initial positioning into intentional site selection, and make a full and detailed investigation of site selection options and analysis of advantages and disadvantages for the positioning of target customers. Step 3: Financial analysis: Make a systematic and conservative forecast of business prospects, analyze various costs and expenses, calculate and calculate breakeven point, and predict the return period of investment. Step 4: Suggest to investigate and issue a perfect business plan, seek the opinions and suggestions from target customers, friends and insiders, and modify the plan. Finally, at least five people will discuss and analyze the final feasibility. Step 5: shelve or implement the planned project. According to the suggestions in step 4, investigate and analyze, draw feasible and infeasible conclusions, and make a decision to shelve, revise or implement. Generally speaking, the implementation of the above five steps can avoid many detours during the operation of the owner. Even so, it is not necessarily possible to make money by opening a shop.