Core Insights - The resurgence of "tear-off film" has captured public attention, driven by celebrity endorsements and social media trends, leading to a significant increase in its popularity and sales [2][4][5] Group 1: Market Dynamics - The price of tear-off film has skyrocketed from 7 yuan to 300 yuan per sheet, representing a more than 40-fold increase, indicating a strong demand despite the high cost [9][10] - The product, originally invented in 1948, has been out of production for ten years, creating a sense of scarcity that has fueled its market value [5][10] - Social media platforms like Douyin and Xiaohongshu have played a crucial role in promoting tear-off film, with Douyin's "tear-off film" content receiving over 1.4 billion views and Xiaohongshu reaching 740 million views [2][4] Group 2: Consumer Behavior - The appeal of tear-off film lies in its emotional value, with consumers willing to pay a premium for a product that offers a unique and tangible experience [10][18] - The concept of "loss aversion" drives consumer behavior, as the fear of missing out on a limited resource encourages purchases even at inflated prices [10][18] - The "blind box effect" adds an element of excitement to the experience, as users face uncertainty in the quality of the photos produced, similar to popular blind box products [17][18] Group 3: Marketing Strategies - The marketing strategies employed by businesses include "拆盒零售" (拆分销售) to create urgency and scarcity, effectively turning the product into a social currency [10][18] - Celebrity influence has been pivotal, with stars like Ju Jingyi and Zhang Linghe generating massive online engagement and driving consumer interest [5][7] - Businesses have also adapted to digital trends by offering "tear-off film filters" for those unwilling to pay high prices, thus broadening their market reach [18][20]