Listen to part of a lecture in a business class.
听一段商业课的讲座。

Companies that manufacture products often want to increase sales by attracting new customers or selling more products to the customers they already have.
制造产品的公司通常希望通过吸引新客户或向现有客户销售更多产品来增加销售。

One way to do this is through a product line extension.
一种实现这一目标的方法是通过产品线扩展。

Essentially, the company extends or expands their existing line of products, releasing a new product that is similar to products that they already sell.
本质上，公司扩展或扩大其现有产品线，推出一款与他们已经销售的产品相似的新产品。

This is often a successful strategy for appealing to consumers, but product line extensions can also have some unexpected drawbacks, and companies may not end up increasing their sales as much as they thought they would for one thing,
这通常是吸引消费者的成功策略，但产品线扩展也可能带来一些意想不到的缺点，公司可能不会像他们想的那样增加销售额

The sales of the new product can cut into the sales of the existing similar product.
新产品的销售可能会影响现有类似产品的销售。

The hope, with many product line extensions is that existing consumers will continue buying the original product, while the new product will bring in new consumers.
希望通过许多产品线扩展，现有消费者将继续购买原始产品，而新产品将吸引新消费者。

But what sometimes happens is that instead of attracting new consumers, the new product simply replaces the original one, which leads to an unexpected drop in sales for the older product and consequently very little additional profit.
但有时发生的情况是，新产品并没有吸引到新的消费者，而是简单地取代了原有产品，这导致老产品的销售意外下降，从而几乎没有额外的利润。

So let's see his skin care company releases a new lotion that's designed for very dry, sensitive skin.
所以让我们看看他的护肤公司推出了一种新乳液，专为非常干燥、敏感的肌肤设计。

But people who typically buy the company's regular lotion try the new kind and like it better, they might switch and stop buying the regular lotion.
但是通常购买该公司常规润肤露的人尝试了新款并更喜欢它，他们可能会转而停止购买常规润肤露。

Okay, another drawback is that product line extensions can end up affecting a company's image by causing confusion over what the company's brand represents.
好的，另一个缺点是产品线扩展可能会影响公司的形象，导致人们对公司品牌所代表的内容产生混淆。

If the new product that's meant to attract new consumers doesn't seem to be constant.
如果旨在吸引新消费者的新产品似乎不稳定。

With the company's established reputation, their current fires might feel surprised or even disappointed by the company's new direction.
鉴于公司已建立的声誉，他们目前的员工可能会对公司的新方向感到惊讶甚至失望。

As a result, they may decide not to buy from that company anymore.
因此，他们可能决定不再从那家公司购买。

Let's take a snack food producer that's known for their all natural organic snacks and say they decide to introduce a new energy bar.
让我们以一家以全自然有机零食而闻名的小吃食品生产商为例，假设他们决定推出一款新的能量棒。

But it has some unhealthy additives and artificial ingredients.
但它含有一些不健康的添加剂和人工成分。

Well, their customers might be annoyed by this and might start buying from other snack companies instead.
好吧，他们的客户可能会对此感到烦恼，并可能开始从其他零食公司购买。