Haidilao, as a well-known catering brand, is facing many challenges from competitors in the same industry. The serious homogenization of Haidilao products is a problem that affects its development. In many aspects, such as similar tastes, similar services, similar decoration and so on. Serious homogenization will lead to intensified competition, and brand differentiation will become more important. In order to cope with this phenomenon, Haidilao needs to increase brand value, improve brand recognition and reduce the impact of homogenization competition on brand image by positioning its unique brand tonality. We should adopt strategies such as special baked goods, personalized dishes and customized services, and increase customized emergency products to continuously meet the diverse needs of consumers.