Abstract: In practice,some industrial enterprises have realized recycling use in technology, but could not get any profit from it. After analyzing the fundamental problem of the circular economy, the paper advances the "treble recycling model" which includes material recycling, value recycling and brand recycling. The material recycling and value recycling are essential for the development of the circular economy, while the brand recycling changes the profit model from resource-centered direction to non-resource direction. Thus, the recycling system can develop stably. Therefore, to handle the problem of "recycling without profit",strategies of the brand strategy, emotional strategy, and freely derived business strategy should be emphasized.