Wow, J-31 development working in parallel with J-35 ? I was thinking that j-31 would have been developed after J-35 hardware/software was ready without big change on the airframe. Now with different wing and landing gear, it's way more complex than just stripping some stuff from the J-35.
The land-based variant is always easier to develop than the carrier-based variant, thanks to the fact whereby the requirements for land-based operations are less stringent and demanding than carrier-based operations, by-nature. This is the same for any warplane models that serves from both the land and the sea.
Besides, despite with Shenyang AC starting the development work on the land-based J-35/J-31 being much later (within the past 2-3 years) than the carrier-based J-35 (in the late-2010s), being able to piggyback on top of the J-35's development progress certainly plays a significant role in the accelerated speed of development of the land-based variant when compared to its carrier-based counterpart.
While both variants have visible structural differences (namely the smaller wing, single-wheel front landing gear, lack of arresting hook compartment, etc) - Large portions of the structural design of both variants of the J-35 certainly looks to be similar/same. This hasn't include the hardware and software systems onboard, which should be largely (if not mostly) the same/similar across both variants as well.
Perhaps this is done intentionally by Shenyang AC (and the PLA) in order to allow a much greater degree of time-saving and effort-saving in the development work for the land-based J-35/J-31, which certainly extend all the associated advantages to the production and operation of the J-35/31 family later on. This is in light of an increasing possibility that the PLAAF could procure a large number of the land-based J-35/J-31 in the near future (albeit this has never been verified/confirmed officially as of now).