Core Viewpoint - The concept of "competition" in the consumer goods sector has intensified, evolving from mere growth to a survival mode, affecting even niche categories that were previously less competitive [1][4]. Group 1: Nature of Competition - The essence of "competition" is characterized by oversupply and supply homogenization, driven by excessive competition on the supply side [4]. - Two main factors contribute to this phenomenon: oversupply due to a high number of competitors and the homogenization of supply, where many brands follow similar paths, leading to a crowded market [4][6]. Group 2: Brand Homogenization - The trend of brand homogenization has become more pronounced in recent years, with brands increasingly adopting similar strategies and methods, resulting in a lack of differentiation [8][9]. - The rise of e-commerce has lowered the barriers for brand creation, leading to an explosion of brands and consequently, a homogenization of brand offerings [8][9]. Group 3: Building Brand Scarcity - To escape the cycle of homogenization, brands need to focus on creating scarcity through unique brand positioning and innovative strategies [10][11]. - The differentiation of brands can be achieved by understanding the dual nature of branding: as a tool for business strategy and as a result of consumer perception [12][14]. Group 4: Positioning Theory - The essence of consumer goods business is rooted in "concept" and the competition for consumer mindshare through effective positioning [20]. - Many brands tend to adopt a simplistic approach to positioning, focusing solely on product categories, which can lead to a lack of differentiation in a saturated market [21][22]. Group 5: Multi-Dimensional Brand Image - A multi-dimensional brand image is more difficult to replicate and can provide a competitive edge, as seen in successful brands like Apple [37][38]. - Building a multi-dimensional brand requires a cohesive narrative and alignment with business strategies to create a strong brand identity [38].

Group 1: Core Concept - The article discusses the emergence and evolution of the "single economy," highlighting its impact on various industries and consumer behavior in China, particularly among the 20-40 age group, which has over 300 million single individuals [2][4][5]. Group 2: Characteristics of the Single Economy - The single economy encompasses various sectors, including food, housing, transportation, and mental consumption [5]. - Single individuals exhibit high income levels, with over half earning between 3,000 to 5,000 yuan monthly, and a significant portion willing to spend more on personal enjoyment [6]. - A notable trend is the "one-person meal" phenomenon, with 68.1% of singles frequently dining alone, leading to a rise in demand for convenient food options [11]. Group 3: Industry Trends - The single economy is characterized by a shift from basic needs to emotional and experiential consumption, with increasing demand for social, entertainment, and self-improvement services [25][28]. - Companies are transitioning from offering single products to creating comprehensive ecosystems that cater to the lifestyle of single individuals, such as smart home solutions and integrated pet care services [26]. - The rise of emotional economy is evident in sectors like pet care, virtual idols, and dating apps, which focus on providing emotional fulfillment [28]. Group 4: Future Outlook - The development of the single economy may lead to increased social atomization, raising concerns about social connections and relationships [29]. - Companies need to understand the diverse needs of single individuals and innovate in product offerings, service experiences, and emotional connections to gain a competitive edge [29].