Xinjinhuixun Focus: Bai Jingting opens stores and collaborations, exploring lifestyle consumption ecosystem
Shanghai Yanqing Lane first store opens: GOODEES WORLD, a new branch under GOODBAI
Recently, a huge fence quietly rose along Yanqing Road in Shanghai, featuring the brand GOODEES WORLD. This is the national first store of the branch line under GOODBAI, the brand founded by renowned actor Bai Jingting. Not far away are his coffee shop, clothing store, and 24-hour vending machine.
Two months ago, GOODBAI also opened a pop-up space here, and Bai Jingting's giant poster attracted numerous visitors for photo ops. Thus, Yanqing Road was once dubbed "Bai Jingting Pain Street." There are many celebrities who start brands, but in terms of business ecosystem, channel construction, and expansion pace, Bai Jingting can be considered one of the best businessmen in the Chinese entertainment industry.
GOODBAI physical store repurchase and popularity: multi-category coverage, clear price range
The five-opening little villa along Yanqing Road is the first physical store of GOODBAI nationwide. The brand was established in 2021 by well-known artist Bai Jingting as a clothing and lifestyle brand. In 2023, the opening of GOODBAI store triggered long queues and scalper purchases, with some people queuing for nearly 7 hours.
Even three years later, on an ordinary weekday afternoon, the store is still bustling with customers shopping, trying on clothes, and taking photos.
The store's overall design is vintage yet simple, with pigeon motifs (a nickname for Bai Jingting's fans) everywhere. In terms of categories, GOODBAI covers clothing, shoes, hats, bags, and accessories. Compared to other celebrity streetwear brands, GOODBAI's pricing is not too high, ranging from 39 to 2,900 yuan. For example, its short-sleeve T-shirts are mostly priced at 199 yuan, shoes range from 159 to 799 yuan, and canvas bags, hats, and jewelry are generally priced in the tens to two or three hundred yuan range.
One of GOODBAI's most popular products is the "Wandering Shoes," priced at 459 yuan, ranking 9th on Tmall's sport and casual shoes repurchase list. The products ahead of it come from sports giants like Adidas, FILA, Anta, ASICS, and Xtep, indicating GOODBAI's influence.
GOODEES WORLD positioned as cute and healing: plush keychains and vending machine synergy
GOODEES WORLD, which is about to open its first store, also has a dedicated section inside the store. This branch line originates from an original IP, the fluffy ball image on the fence. Different from the main brand GOODBAI's casual sporty style, GOODEES WORLD is positioned as "cute, warm, and healing," with products including shoes and clothing, phone cases, plush keychains, and hair accessories.
On the Tmall flagship store, its 129-yuan zodiac plush keychain has sold over 7,000 units; while at the vending machine on Yanqing Road, the 99-yuan baseball cap keychain is already sold out.
Since its inception, GOODBAI and its branch lines have launched collaborations with multiple brands, such as Salomon, Diptyque, New Era, Levi's, BABY-G, Holiland, and Linefriends minini. These include both the hottest new middle-class favorites and national brands and streetwear, covering a wide range.
From coffee to multiple city stores: how channel and category expansion form a consumption ecosystem
In addition to clothing and IP derivatives, Mr. Bai's business landscape also includes coffee and bakery. Not far from the GOODBAI store on Yanqing Road is Bai Jingting's coffee shop, where a cup of coffee costs 28-48 yuan, similar to other specialty coffee shops in Shanghai. In 2024, the pricing of its "GOODEES Big Satisfied" small biscuits at 21 yuan for two pieces sparked online controversy.
Beyond Yanqing Road, GOODBAI has opened two other physical stores in Chengdu and Aranya, and has set up pop-up/slow shops in Beijing, Paris, and Seoul. In addition to its own online and offline channels, GOODBAI also entered some multi-brand stores, such as Musinsa, known as "Korea's Uniqlo." From selling clothing, shoes, coffee to IP derivatives, Bai Jingting is building a lifestyle consumption ecosystem around young people.
"Traffic advantage" and "quality risk" of celebrity brands: collaboration expansion and public opinion response
In the entertainment industry, many artists have started brands. Edison Chen has CLOT, Jackson Wang started TEAM WANG, Daniel Wu began selling coffee, and Hua Chenyu launched his own daily chemical brand this year. Why are celebrities so keen on creating their own brands?
Bai Jingting mentioned in an interview with Bazaar Men that Maugham once compared the feeling of fame to being given a string of pearls, and Bai Jingting often thought, "Can I find another string of pearls like that?" GOODBAI and other brands are the second string of pearls he found for himself out of a sense of security.
Celebrity brands have natural traffic advantages, and their rise process is similar to that of many emerging apparel brands today—using a combination of social media seeding, pop-up store trials, and first-store openings in core business districts. The difference is that the celebrity and his/her friends are walking seeding machines; for example, many celebrities have worn GOODBAI products in public.
But celebrity self-created brands often fall into controversy over "fleecing fans" or fizzle out. At the same time, because the brand is deeply tied to the celebrity, it is prone to the risk of rising and falling together.
GOODBAI has also faced negative publicity over product quality issues. In 2024, the Shanghai Municipal Market Supervision Bureau reported that the measured pH value of one of its denim jackets did not meet national mandatory standards; in 2025, a GOODBAI sweatshirt priced at 599 yuan was reported to have its thermal transfer peeling off, leaving the back pattern printed on a car seat. After the incident, the brand's affiliated company issued an apology, announced a recall of related batches, and promised rectification.
Notably, GOODBAI's affiliated company, Zhentinghao (Shanghai) Brand Management Co., Ltd., is owned by Bai Jingting, Shangguan Zhe, and Li Yong with 41%, 29%, and 10% stakes respectively. Shangguan Zhe, a designer, has a brand that has appeared at London Fashion Week, and Li Yong also has years of experience in the apparel industry. Therefore, Bai Jingting's apparel business involves industry insiders, providing professional support in design, production, and supply chain.
Multi-brand layout and outdoor extension: from casual sportswear to segmented scenarios
Bai Jingting himself is well-known in the entertainment industry as a "shoe king," passionate about multiple sports, and an endorser for outdoor sports brands like New Era and Salomon. As sports needs become more segmented and diversified, GOODBAI has gradually developed segmented apparel series for football (916 express) and tennis (polomove).
Besides GOODBAI's casual sporty style, Bai Jingting's affiliated companies also own teenteens for young women, Ayrae for feminine fashion, and 30C for trendy outdoor wear. Taking 30C as an example, it enters the outdoor trend with a fashion-forward style, aligning with current broad outdoor consumption needs and its own design advantages. 30C has already opened its first store on Xiaohongshu, with Bai Jingting's same-style vest sold out in multiple sizes.
In fact, from best-selling shoes in casual sportswear, trendy IP plush toys in the hot toy category, to outdoor wear, Bai Jingting's every step basically rides the trend wave. From this perspective, Mr. Bai's business success relies on far more than just luck and traffic.
Looking at the series of collaborations, some brands already cooperated with Bai Jingting as an artist. In fact, the biggest fear for celebrity brands is becoming merely artist merchandise. How to move beyond the fan economy to a broader market may be what Bai Jingting's brands are currently doing and will continue to do in the long term.
As Bai Jingting said, "Even without me as a person, consumers still recognize it—many people still like it and think it looks good. That's my ultimate goal."
