Why was selling Instant Pot on Amazon the winning strategy?
Wang tried different marketplaces for selling his Instant Pot. eBay buyers were looking for bargain, so that wasn't a good long-term opportunity, meanwhile Amazon had massive scale, and was ready for a premium product.
Using Amazon, Instant Pot got national, and sometimes even international, which was obviously great for business. With it, they also got a lot of customer feedback, which they quickly implement back into the product, shipping a new version of Instant Pot every 12-18 months.
How did Wang attract his first few customers?
Wang says that offline brick-and-mortar stores did not want to carry Instant Pot and so going to sell online was a move out of desperation. He placed the product online since the term “electrical pressure cooker" was fairly new and SEO helped to drive traffic to his product.
How can you grow influencer marketing without paying a dime?
Although Wang did not have any budget for influencer marketing, bloggers approached Instant Pot because they've heard of the positive reviews. To return the favour, Wang enabled some bloggers with what he could - providing Instant Pot for free, for whatever they needed. Chef AJ was an early user who needed Instant Pot to create delicious healthy meals for her program, and while doing so, she'd advertised Instant Pot for free.