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Instant Pot chief executive Robert Wang Some of these bloggers buy their own Instant Pot, while Double Insight gives the cookers to others to test out. Image copyright Hulton Archives Image caption One early challenge was convincing customers the Instant Pot was safer than their grandmother's pressure cooker Laura Pazzaglia, from website Hip Pressure Cooking, says that she is not surprised by the gadget's success. "Everybody who has an Instant Pot, they tell three friends about it," she says. "If you keep going like that, obviously you can't help but succeed." Today Double Insight remains a small business with just 25 employees, contracting out the manufacture of the product to a factory in China. While the Instant Pot is facing increasing competition from rival products made by much larger appliance companies such as Breville and Black & Decker, Ms Pazzaglia says that Instant Pot's early start and vast online following gives it an edge. Image copyright Laura Pazzaglia Image caption Food bloggers like Laura Pazzaglia helped promote the product Zeynep Arsel, associate professor of marketing at Montreal's Concordia University, says that the Instant Pot resonates with the trend towards healthy but uncomplicated food, and is boosted by "a textbook perfect buzz marketing campaign". She adds: "Cooking is a social and emotional practice that creates a lot of meaning in our lives. "So a product that takes centre stage in cooking practices also creates a sense of attachment by being an agent in our social and emotional lives." With the Instant Pot now on to its fourth iteration, its design development has been led by feedback and ideas submitted by users. With prices starting from $80 (65) for the most basic model, the top-of-the-range $180 version can be controlled remotely via your mobile phone.

The changing distribution model comes at a price for Amer Sports shareholders as the increased cost to build logistics centers and higher inventories weighs on earnings in the short term. The shares have fallen 8.6 percent so far this year. The long-term outlook is quite good and the strategy that has been communicated is pretty ambitious, said Helsinki-based Mika Metsala, an analyst at FIM,

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a unit of the S-Bank group. Doubling sales is not a tough goal, given how fast the Chinese market is growing and the pace at

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which the middle class is expanding, said Metsala. FIM included Amer Sports among the top five in its Finnish stocks list on Wednesday. As Chinas middle class grows more affluent and government health initiatives encourage participation in sports, spending on athletic gear is poised to surge . Online shopping accounts for more than 10 percent of retail sales in China, according to Bloomberg Intelligence . That compares with 8.1 percent in 2016 for the U.S. About 61 percent of Chinas mobile users shop with their phones, Bloombergs research shows.

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