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American businesses are reducing the number of products that they offer.
美国企业正在减少他们提供的产品数量。
The change began before the COVID-19 pandemic.
这一变化始于新冠疫情之前。
It has only increased in recent months.
最近几个月才有所上升。
Coca-Cola used to offer around 400 different kinds of drinks.
可口可乐过去提供大约400种不同的饮料。
The beverage company recently decided to discontinue half of them.
这家饮料公司最近决定停产其中的一半。
Among the products cut were Tab, Zico coconut water, Diet Coke Feisty Cherry and Odwalla juices.
被削减的产品包括Tab、Zico椰子水、健怡樱桃味可乐和Odwalla果汁。
Other American businesses are reducing food offerings from mayonnaise to cereals.
其他美国企业正在减少食品供应量，比如蛋黄酱、谷类食品。
Car companies, too, are offering fewer kinds of cars and instead putting more effort into what they think will sell best.
汽车公司也在减少汽车种类，转而把更多精力投入到他们认为最畅销的车型上。
Stew Leonard's, a company that operates food stores in Connecticut, New York and New Jersey, has cut the number of cereals it offers from 49 in 2019 to 24.
在康涅狄格州、纽约州和新泽西州经营食品店的公司Stew Leonard's已将其提供的谷物种类数量从2019年的49种减少到24种。
Edgewell Personal Care Co., the maker of Schick razors and Banana Boat suntan lotion, has cut some kinds of its anti-bacterial wipes called Wet Ones, among other products.
生产舒适剃须刀和香蕉船防晒乳液的Edgewell Personal Care Co.已经削减了Wet Ones抗菌湿巾等产品的数量。
Dollar General, based in Goodlettsville, Tennessee, used to offer six different kinds of mayonnaise.
总部设在田纳西州古德利茨维尔的达乐公司过去提供六种不同的蛋黄酱。
Now it offers two.
如今它提供两种。
"The consumer is not going to know the difference," Todd J. Vasos, chief of Dollar General, told experts in December.
达乐公司首席执行官托德·瓦索斯去年12月告诉专家，“消费者不会知道其中的区别。”
"Actually, it's going to make her life a little simpler when she goes to the shelf."
“事实上，当上架后，这会让她的生活更简单一些。”
Shoppers looking for cars are finding fewer choices as well.
寻找汽车的购物者也发现选择减少了。
Both General Motors and Ford have announced they are limiting the number of option combinations customers can get on their vehicles to reduce manufacturing and purchasing complexity.
通用汽车和福特汽车都宣布，他们将会限制客户可以选择的汽车种类，以降低制造和采购的复杂性。
That is a change of direction from a few years ago when companies aimed to offer more choices.
与几年前相比，这是一个方向的转变，当时公司的目标是提供更多的选择。
Online shopping caused some to think that more choices lead to better sales.
网购让一些人认为，选择越多，销量就越好。
But more choices often do not.
但更多的选择往往并不会导致销量更好。
Companies started reducing the number of products they offer a year or two before the pandemic.
各公司在疫情爆发前一两年就开始减少产品数量。
During the pandemic, the reductions increased, with companies focusing on necessities as they faced supply problems.
在疫情期间，削减幅度进一步加大，由于面临供应问题，公司把重点放在必需品上。
After the pandemic, when goods began moving freely again, many businesses discovered less was better.
在疫情爆发后，当货物重新开始自由流动时，许多企业发现产量越少越好。
New offerings made up about two percent of products in stores in 2023.
2023年，新产品供应量约占商店产品量的2%。
That includes products for beauty, footwear, technology and toys.
其中包括美容、鞋类、科技和玩具类产品。
Market research company Circana said that number is down from five percent in 2019.
市场研究公司Circana表示，这一数字低于2019年的5%。
Many think the companies are also helping shoppers.
许多人认为这些公司也在帮助购物者。
Some studies show that fewer choices result in shoppers buying more.
一些研究表明，选择越少导致购物者的购买量越高。
In 2000, psychologists Sheena Lyengar and Mark Lepper published a study that showed limited selection is better for people who are buying things.
2000年，心理学家Sheena Lyengar和Mark Lepper发表了一项研究，表明有限的选择对买东西的人更好。
In their experiment, the researchers found consumers were 10 times more likely to purchase jam when the number of jams available was cut down from 24 to six.
在他们的实验中，研究人员发现，当可供选择的果酱种类从24种减少到6种时，消费者购买果酱的可能性增加了10倍。
Later studies have produced similar findings.
后来的研究也得出了类似的结论。
"Retailers are recognizing that they have to be respectful of shoppers' time," said Paco Underhill, whose company, Envirosell, studies consumer behavior.
研究消费者行为的Envirosell公司的帕科·昂德希尔说：“零售商意识到，他们必须尊重购物者的时间”。
But retailers cannot just reduce offerings without a plan, said David Berliner of BDO, a business services company.
但商业服务公司BDO的大卫·伯林纳表示，零售商不能在没有计划的情况下减少供应量。
"You want to make these cuts so they're not even aware of it, and you want the store to still look full," Berliner said.
伯林纳说：“你希望削减产品数量，他们甚至不会意识到这一点，而且你希望让商店看起来仍然是满的”。
"If you do it too much, you might scare some away."
“如果你放得太多，你可能会吓跑一些人。”
I'm John Russell.
约翰·拉塞尔为您播报。
译文为可可英语翻译，未经授权请勿转载！
