It does not matter what industry you are in or even what your niche is, there will always be a competitor, if not multiple. The trick is to not care about what they are doing. It is definitely easier said than done, but it is necessary for your success.
Take that advice with a grain of salt. It is important to keep up with your competitors pricing on similar goods or services, but other than that, do what is best for you and your team. Consumers tend to do business with people and brands that resonate with themselves. This is why copying your competitor could do more harm than good when it comes to the success of your company.
All of this is to simply say, know who you and your brand are at your core and let that be the driving factor in everything you do. Authenticity is what will set you apart from your competition.