1. knowledge product mix-refers to the combination of all product lines and product items produced or operated by an enterprise, including four variables: width, length, depth and density. (1) The breadth of product portfolio refers to the number of product lines owned by an enterprise. More product lines mean a wider product portfolio. (2) the length of the product portfolio. Refers to the average number of product varieties owned by an enterprise, that is, the quotient obtained by dividing all varieties by all product lines. (3) Product collocation depth refers to the number of colors and specifications of each variety. (4) Density of product mix. Refers to the correlation degree of products of each product line in terms of end use, production conditions, distribution, etc. The existing product mix strategy of enterprises should follow three basic principles: it is conducive to promoting sales, competition and increasing the total profit of enterprises. Second, based on the above three basic principles, the product combination strategy of Hualong fast food noodles at three levels: high school and low school. In 2003, in the Chinese mainland market, Hualong Group, located in Longyao County, Xingtai City, Hebei Province, ranked second in the instant noodle industry with the production and sales volume of more than 6 billion packets, second only to Master Kong. At the same time, it has formed a three-legged market structure of "Master Kong" and "Unification". "Hualong" has really changed from a local instant noodle brand to a national brand. As a local brand, why can Hualong instant noodles achieve the second national production and sales volume in front of the two giants "Master Kong" and "Unity", thus becoming another powerful force in China's domestic instant noodle industry? From the market point of view, Hualong's success is not unrelated to its market positioning, channel strategy, product strategy, brand strategy and advertising strategy. And product market positioning and product mix play a more significant role in product strategy. Let's analyze how Hualong uses the product mix strategy. (1) product market positioning in the early stage of development: In the early 1990s, large-scale instant noodle manufacturers mostly targeted at the urban market in China. For example, the sales of "Master Kong" and "Uni-President" mainly depend on the consumption in the urban market. The vast rural market only belongs to some local small instant noodle manufacturers with unstable quality and no brand, and the sales volume is extremely small. The rural instant noodle market in China still contains huge market potential. From 65438 to 0994, Hualong accurately targeted its products at 800 million farmers and 300 million working-class consumers at the beginning of its business. At the same time, relying on local high-quality wheat and cheap labor resources, Hualong set the retail price of a bag of instant noodles below 0.6 yuan, which is about 0.8 yuan lower than that of ordinary famous brands, and the price is low. Before 2000, the main popular faces were "108", "Chiayi Mai" and "Hualong Xiaozai". There are "well-off families" and "three generations of the masses" in the middle interval; The high-end noodles are "red" and "cooked and eaten". With this correct target market positioning strategy, Hualong opened the market in the vast rural areas in the north. In 2002, in terms of sales volume, the sales volume of dealers at or above the prefecture level in Hualong area only accounted for 27% of the total sales volume, and the county towns and villages accounted for 73%. The rural market has supported the development of Hualong. (2) Regional product strategy in the medium term: As a late-comer challenger, Hualong implements regional marketing strategy for high, medium and low-grade product combinations in different regional markets. It has created the idea of studying regional market, understanding regional culture, promoting regional marketing, operating regional brands and creating regional advertisements, which has been continuously favored by consumers in the local market. Since 200 1, the regional brand strategy has been implemented, and a series of new products with different tastes and brands have been launched for consumers in different regions. Table 1: Hualong's regional product strategy for different markets: In addition, Hualong also has the following series of products: ● The top product "Xiaokang 130" series positioned in a well-off family; ● Round cake "round face" series; ●A- Simple noodle series suitable for children; ● "A-Mai" series launched to thank consumers; ● The "halal" series was launched to respect ethnic minorities; "Farmer Brothers" series, rewarding farmer brothers; ● "Cook and eat" series is suitable for middle-aged and elderly people; The above series products have more than three flavors and more than six specifications. (III) Analysis of Hualong Instant Noodles Combination Strategy Hualong currently has six product lines of instant noodles, condiments, baking, flour, color pages and paper products, that is, its product combination length is 6. Instant noodles are the main product line of Hualong. The product mix of instant noodles is also mainly studied here. 1, Hualong's instant noodle product portfolio is very rich, and the length, depth and density of its product line have reached a reasonable level. It has 17 product series, more than a dozen product flavors and hundreds of product specifications. Its reasonable product mix enables enterprises to make full use of existing resources, tap existing production potential, meet various market demands more widely and occupy a broader market scene. Hualong's rich product portfolio has effectively promoted the sales of its products and the formation of Hualong's second position in the instant noodle industry. 2. The successful experience of Hualong noodles in product mix:-phased product strategy. According to the different development stages of enterprises, timely launch products suitable for the market. ① At the initial stage of development, the target market will be located in the rural market of Hebei Province and several surrounding provinces. Because the rural market itself is restricted by the level of economic development, it is impossible to accept high-priced products. Hualong is well aware of this. From the very beginning, we launched a series of "popular faces" suitable for the rural market. This series of products suddenly opened the door for Hualong to enter the rural market because of its ultra-low price. Subsequently, the "Popular Face" series spread all over the country and seized most of the low-end markets. (2) After several years of enterprise development, Hualong has accumulated more capital and sufficient market experience, and launched a series of mid-to high-end products for other markets in China, such as middle-class "well-off family", "Volkswagen three generations" and high-end "red". Hualong thus opened the rural market in northern China. From 65438 to 0999, the output value of Hualong reached 900 million yuan. This is another staged product strategy launched by Hualong according to the needs of market development and the company's own situation, and it has also achieved success. (3) Since 2000, Hualong has developed more rapidly and gradually enriched its product range, and has developed more than a dozen product varieties and dozens of product specifications for different markets in China. In 200 1 year, the sales of Hualong soared to1900 million yuan. At this time, Hualong mainly seized the low-end market. (4) Since 2002, Hualong began to take the high-end noodle route and developed the first high-end noodle brand-"Jinmailang". Hualong began to vigorously explore the middle and high-priced market in the urban market and achieved great success in big cities such as Beijing and Shanghai. -Regional product strategy. Hualong began to implement regional brand strategy from 200 1, and launched a series of new products with different tastes and brands for consumers in different regions. ① Hualong's product strategy and brand strategy are: promoting different products in different regions; Do less national brands and do more regional brands. As a latecomer, Hualong chose the low-end mass market from the beginning. Considering the great differences in marketing environment and regions in China, the market, culture, values and lifestyle are different. Therefore, Hualong wants to tap the regional market to the maximum extent, and has formulated a regional product strategy to carve up the local market to the maximum extent according to local conditions. For example, Hualong develops "Liudingmu" for Henan Province in the Central Plains, "Dongsanfu" for the three northeastern provinces, and "Jinhua Long" for Shandong Province, and at the same time creates regional advertising appeals (see the above table 1). (3) Hualong pursues regional product strategy-in fact, it is an idea to study regional market, understand regional culture, promote regional marketing, operate regional brands and create regional advertisements. (4) After that, we began to implement the regional brand strategy and launched a series of new products with different tastes and brands for consumers in different regions. Such as the "Muslim" series of the Hui nationality and the "Kejinzao" series of the three northeastern provinces. -Product strategy of market segmentation. Market segmentation is a common marketing method for enterprises. Through market segmentation, enterprises can determine the different reactions of customer groups to product differences or marketing mix variables, and the ultimate goal is to determine the consumer groups that provide the largest potential profits for enterprises, so as to launch corresponding products. Hualong is a master in market segmentation. , and achieved great success. (1) Hualong launched different products according to administrative divisions, such as Liudingmu in Henan, Jinhua in Shandong and Kejinzao in Northeast China. (2) Hualong launched different products according to regional attributes, for example, the products launched in cities and rural areas are different. (3) Hualong launched different products according to economic development. For example, in economically developed Beijing, the top-grade "Jinmailang" barrel noodles and bowl noodles are promoted. (4) Hualong launched a series of crispy noodles suitable for children according to age factors; "Cook and eat" series suitable for middle-aged and elderly people; ⑤ Hualong launched "Amai" series to thank consumers; "Farmer Brothers" series launched in return for farmer brothers; Hualong attaches great importance to market segments, not just one model. It tries to subdivide variables or combinations of variables to find new channels to compete with competitors, expand consumer groups and promote sales. -High-middle-low product mix strategy. First look at Table 2: As can be seen from the above table, the product mix of Hualong Noodles is a combination of high, medium and low. The low-end still accounts for most of its market sales. (1) The overall product mix strategy of high, medium and low in the national market. There are low-end Volkswagen series, middle-end Jiayi Mai and high-end Jinmailang. ② High, middle and low-grade product strategies in different regions. For example, in the Henan market where the competition for instant noodles is very fierce, the ultra-low-priced Liudingmu series has been promoted. The main slogan of "six fixed trees" is "don't kneel (expensive)" This is a product developed by Hualong to compete with many instant noodles in Henan market. Its retail price is only 0.4 yuan/bag (dealer 0.24 yuan/bag). At the same time, Hualong set up a factory in Xuchang, Henan, which made many instant noodle brands in Henan very sad. In other markets in China, such as Northeast China, the mid-range "Kejinzao" series was launched after "Dongsanfu", and the "Jinmailang" series was launched in big cities. (3) the combination of high, medium and low-end products in the same region, to develop different consumption levels of the market. For example, three products with different grades and prices (see table 1) were launched in Northeast China and Shandong to meet the needs of different consumers. -Innovative product strategy. Every product has its life cycle. Hualong is an expert in new product development. It attaches great importance to the development of new products and new product series to meet the ever-changing and developing market demand. ① Hualong constantly innovates in product specifications and tastes. From 50g to 130g, Hualong has developed dozens of product specifications in 10 years. More than ten new flavors, such as jade shrimp, spicy beef and barbecue flavor, have been developed. ② Hualong made bold innovations in product modeling and packaging. For example, the "round face" series of round cakes is launched; "Well played, well played. Elastic surface series with "elastic taste". The cover reflects the trendy, fashionable and cool "A Kids" series and so on. ③ Innovation of product concept. For example, Hualong created the concept of "cooking and eating" suitable for middle-aged and elderly people. Cooking and eating is non-fried instant noodles, which can only be cooked and eaten, which is very suitable for the needs of middle-aged and elderly people. -Product extension strategy. ① Product extension strategy is an important product strategy of Hualong. Each series of products has its subsequent "offspring" products. For example, after six orders are introduced, six orders 108 and six orders 120 are introduced, which is the super six orders; After the launch of Jin Hualong, Jin Hualong 108 and Jin Hualong 120 were launched. After the introduction of Dongsanfu, Dongsanfu 120 and Dongsanfu 130 were introduced. ② It is not only the extension of the product itself, but also the extension of the product brand in the same market. After the "Dongsanfu" series was launched in the three northeastern provinces, the "Kejinzao" series was launched. In a word, the product mix strategy of Hualong noodles is relatively successful, which deserves our serious analysis and thinking, and some aspects may be worth learning and popularizing. Reprinted from: China Advertiser Website > Creative Planning > Beverage and Food > Details.

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