網紅產業分析：以 hahababy 為例

Abstract

中文摘要 本研究以網紅品牌 hahababy 為研究對象，旨在解析網紅行銷產業脈絡下， 社群影響力如何轉化為品牌信任與購買行為，並辨識其在市場擴張與轉換成效上 的主要瓶頸。研究方法採文獻蒐整與個案分析，結合 129 份問卷調查，輔以 SWOT 分析、競品比較（ALMI、nininono），以及 Meta 廣告投放與 Google Analytics 4 之流量與轉換指標分析，以建立多面向評估架構。 研究結果顯示，hahababy 透過「職人媽媽」人設、MIT 安全親膚布料與高辨 識度視覺 IP，結合 Instagram／Threads 內容經營、直播帶貨及電商平台交易，形 成「社群導流—電商轉換」之營運模式並累積粉絲經濟效益。 然而，品牌亦面臨過度依賴創辦人個人 IP、親子定位造成受眾侷限與產品 生命週期較短等風險；數據上亦呈現流量型廣告擅長導流但轉換偏弱、轉換型廣 告雖互動率較低仍能產生較高投資報酬，且 GA4 顯示 Meta 與 Line 為相對高品 質之收益來源。 據此，建議後續以行銷漏斗整合（流量測試→再行銷轉換）、強化商品頁資 訊與優惠承接自然搜尋新客、深化 Line 私域分眾與會員經營，並透過跨界聯名 與線下體驗降低同溫層限制，以提升品牌獨立性與長期成長。

Abstract This study takes hahababy as the research subject, aiming to examine how social media influence is transformed into brand trust and consumer purchasing behavior within the context of the influencer marketing industry, while also identifying the major bottlenecks affecting market expansion and conversion performance. The research methodology adopts literature review and case study analysis, supplemented by a questionnaire survey (N = 129), SWOT analysis, competitor comparison with ALMI and nininono, as well as analyses of Meta advertising performance and Google Analytics 4 (GA4) traffic and conversion indicators to establish a multidimensional evaluation framework. The findings indicate that hahababy has developed an operational model of “social media traffic acquisition–e-commerce conversion” and accumulated fan economy benefits through the integration of its “craftsman mother” persona, MIT-certified safe and skin-friendly fabrics, and highly recognizable visual IP, combined with content management on Instagram and Threads, livestream commerce, and e-commerce platform transactions. However, the brand also faces several challenges, including excessive reliance on the founder’s personal IP, a limited target audience due to its parent-child positioning, and relatively short product life cycles. Data analysis further reveals that traffic-oriented advertisements are effective in generating website visits but show relatively weak conversion performance, whereas conversion-oriented advertisements, despite lower engagement rates, generate higher returns on investment. In addition, GA4 results indicate that Meta and LINE are comparatively high-quality revenue sources. Based on these findings, this study suggests that hahababy should further integrate its marketing funnel strategy (traffic testing → remarketing conversion), strengthen product page information and promotional mechanisms to better capture new customers from organic search, deepen LINE-based private domain segmentation and membership management, and reduce audience limitations through cross-industry collaborations and offline experiential activities, thereby enhancing brand independence and achieving long-term growth.