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1、Resilience Amid Disruption:How Some Asia-Pacific Incumbents Are Outmaneuvering InsurgentsAnalysis of 23 consumer product goods categories across 11 Asia-Pacific markets reveals a nuanced reality.By Jichul Kang,Gerald Tan,Weiwei Xing,and David ZehnerCopyright 2024 Bain&Company,Inc.All rights reserved

2、.Authors and acknowledgmentsJichul Kang is a partner who leads Bain&Companys Consumer Products practice in South Korea and is based in Seoul.You can contact him by email at .Gerald Tan is a partner with Bain&Companys Consumer Products practice based in Singapore.You can contact him by email at .Weiw

3、ei Xing is a partner with Bain&Companys Consumer Products practice based in Hong Kong.You can contact her by email at .David Zehner is a senior partner who leads Bain&Companys Consumer Products practice in the Asia-Pacific region and is based in Sydney.You can contact him by email at .The authors ex

4、tend gratitude to all who contributed,including Bruno Lannes,Charlotte Apps,Ravi Swarup,Nina Kaspar,Prapti Sahni,Zara Lightowler,Miya Wang,Yifei Gao,and Ranqi Liu from Bain.Resilience Amid Disruption:How Some Asia-Pacific Incumbents Are Outmaneuvering Insurgents1At a Glance Our analysis of 23 consum

5、er 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 dyn

6、amics 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.The rise and reinvention o