If someone has launched something similar to your project or token, think of what makes your project better than them. Don't be discouraged to stop because it's your project, thinking of a concept isn't an easy thing and if you do have a real business and you want to support it by that token so what's the reason that you should stop because there are some that are first to you? if I were you I'll do this.
But if you know to yourself that your project doesn't have any future plans and you don't have any realistic goals, just stop.