Core Insights - The recent release of Moutai at around 7000 yuan was met with overwhelming demand, leading to immediate resale prices reaching 10,000 yuan, highlighting a phenomenon akin to a "real-life business war" [1][3] - Consumers view Moutai not just as a beverage but as a "hard currency" that can appreciate in value, making it a desirable item for both consumption and investment [3][4] Market Dynamics - The scarcity marketing strategy employed by Moutai creates a cycle where increased difficulty in purchasing leads to higher prices and greater demand, resulting in a closed loop: Moutai becomes more popular → harder to buy → scalpers increase prices → Moutai gains more popularity [3][4] - Scalpers are capitalizing on the price difference, treating Moutai as a financial product rather than a consumable item, which distorts the market for genuine consumers [3][4] Consumer Behavior - Many consumers are motivated by the potential profit from reselling Moutai, viewing it as a more lucrative option compared to traditional employment [4] - The current market environment reflects a dual demand for high-quality liquor that serves both consumption and investment purposes, indicating a trend towards "investment + consumption" products [4]