After a rapid development in the past few years, the lighting industry has entered a stable period. This is a bottleneck for the development of enterprises. How to find a breakthrough in development has become a difficult problem for enterprise development. Nowadays, there are many brands in the market, product homogenization, production methods are basically the same, and there is no difference in sales models and promotion methods, which leads to the lack of fresh vitality in the market and the inability to attract more consumers. In order to change this phenomenon, lighting companies should take consumer demand as their point of strength, differentiate themselves into sails, and firmly grasp the market leader. Differentiation strategies must be implemented in the end. In recent years, personalization has become more and more popular, and custom lamps have become more and more popular. However, the brand of lamps and lanterns is complicated, the design innovation on products is limited, and there are not many enterprises that follow the trend of plagiarism, especially the funds of small and medium-sized lamps and lanterns enterprises. And limited strength, it is easier to embark on this astray. In fact, in the lighting market where the homogenization phenomenon is severe, breaking the same status quo is still the main task. This requires a group of participants, including small and medium-sized lighting companies, to implement the differentiation strategy. Differentiation may bring a premium to the enterprise. At present, the coincidence of the production of lighting products is too high, the product features are covered, and the oversupply of the lighting market has constrained the development of small and medium-sized lighting enterprises. Therefore, adopting a differentiated strategy is a necessary and primary development strategy for small and medium-sized lighting companies. Differentiation can bring a premium to the business, even in the cyclical or seasonal economic depression, can attract a large number of loyal customers. On the other hand, small and medium-sized lighting companies are relatively small in terms of scale of investment and output, low in capital and technology, and incompetent in competitiveness and risk resistance. In addition, small and medium-sized lighting companies are unable to implement low-cost strategies, so it is wise to adopt a differentiated strategy. Committed to products and services, the image of lighting companies in the production and operation process, the full play and use of the uniqueness of products and services, so that it becomes the main advantage of enterprise competition, in order to support the company's own stable development. In the operation of lighting companies, many of them have the possibility of differentiation. It depends on the ability of lighting companies to grasp the differences and create product brand features. The development of lighting enterprises also needs to grasp the mainstream direction, establish a prominent image on products and services in response to market demand, and adopt a differentiation strategy to break the homogenization situation.
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