Core Viewpoint - The article emphasizes that consumer brands need to adopt ten "don'ts" to avoid internal competition and effectively market their products in a fragmented consumer landscape. Group 1: Key "Don'ts" for Consumer Brands - Don't chase after dividends anymore [2] - Don't use diligent traffic investment to cover the lack of core brand competitiveness [3] - Don't look for consumers anymore; instead, focus on penetrating consumer mindsets with concentrated efforts [6][8] - Don't add more products; focus on core products to ensure profitability [10][11] - Don't embrace change blindly; identify unchanging consumer needs and long-term sustainable practices [12][13] Group 2: Understanding Consumer Needs - Don't talk about products; instead, create scenarios that stimulate consumer purchasing desires [15][16] - Don't learn from leading brands; instead, differentiate and position against them [19][20] - Don't fantasize about winning through extraordinary means; the probability of success is low [22][23] - Don't believe in digital metrics alone; true brand value is recognized in real-world consumer perception [27][28] Group 3: Strategic Approaches - Don't follow trends blindly; consider taking the opposite approach during low peaks or off-seasons [31][32]