Core Viewpoint - The concept of "category thinking" is increasingly emphasized in e-commerce platforms, suggesting a shift in how categories are perceived compared to traditional retail [2][3] Group 1: Category Thinking in E-commerce - E-commerce platforms utilize category thinking to determine which categories perform better online, highlighting the difference between online search logic and offline shopping behavior [3] - Online shopping primarily relies on search logic, making category concepts essential as they serve as a pre-entry point for consumer purchasing decisions [3][4] Group 2: Innovation and Category Redefinition - The second direction of category thinking focuses on innovation, questioning the boundaries of existing categories and exploring the potential for new category offerings [4] - Many new consumer brands have emerged by redefining categories, but some have failed because their new concepts do not resonate with consumer decision-making logic [4][5] Group 3: High-End Market Strategies - There are two main paths for innovation in consumer products: creating finer market segments or moving existing products to higher-end markets, which can sometimes lead to the formation of new categories [6][8] - However, attempts to differentiate through high-end positioning can fail if the market rationale is not clear, as seen in the case of "ice cream assassins" [8][9] Group 4: Consumer Perception and Brand Communication - Brands must communicate their value propositions clearly and simply to capture consumer attention, especially in a cluttered information environment [9] - The concept of consumer mindset is crucial, as brands need to ensure that their messaging is easily understood by consumers to stand out in a competitive market [9]