贝恩：2024亚太消费品市场研究(英文 14 页)

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At a Glance

• Our analysis of 23 consumer product goods categories in 11 Asia-Pacific markets from 2018 to 2022 shows that while insurgents have made significant inroads, many incumbents have main-tained or even increased their market share. 

• No single category or market factor explains the success or failure of incumbent brands. Channel dynamics seem to be more influential than category characteristics. But what matters most is how incumbents manage their categories and brands.

• Successful incumbents blend their inherent strengths with insurgent strategies, leveraging scale while embracing agility and innovation.

提要

我们对 2018 年至 2022 年 11 个亚太市场 23 个消费品类别的分析表明，尽管新兴企业取得了重大进展，但许多现有企业保持甚至增加了市场份额。

没有任何单一类别或市场因素可以解释现有品牌的成功或失败。 渠道动态似乎比品类特征更具影响力。 但最重要的是现有企业如何管理其品类和品牌。

成功的现有企业将其固有优势与颠覆性战略相结合，在利用规模的同时拥抱敏捷性和创新。