Bai Jingting's GOODBAI opens new store: full review of collaborations and expansion
Recently, a huge fence has quietly appeared along Yanqing Fang in Shanghai, bearing the brand GOODEES WORLD. This brand is a sub-line under the label GOODBAI, owned by famous actor Bai Jingting. The first national store is located on Yanqing Road, not far from his coffee shop, clothing store, and 24-hour vending machine.
Two months ago, GOODBAI also opened a pop-up space here, with a giant poster of Bai Jingting attracting check-ins. Yanqing Road has thus been jokingly called 'Bai Jingting's street'. From business ecosystem, channel construction, and expansion pace, Bai Jingting can be considered one of the most business-savvy bosses in the Chinese entertainment industry.
The five-bay small western-style house along Yanqing Road is the first physical store of GOODBAI nationwide. The brand was established in 2021 as a clothing and lifestyle brand founded by Bai Jingting. When the store opened in 2023, it sparked queuing frenzy and scalper proxies, with some queuing for nearly 7 hours. Even three years later, afternoon crowds on weekdays are still relatively dense, with many customers selecting, trying on, and taking photos.
The store design is retro and minimalist, with pigeon elements (representing Bai Jingting's fans) visible everywhere. GOODBAI covers clothes, shoes, hats, bags, and accessories, with relatively accessible prices ranging from 39 to 2,900 yuan: T-shirts are mostly 199 yuan, shoes range from 159 to 799 yuan, and canvas bags, hats, jewelry, etc., are mostly tens to two or three hundred yuan.
One of GOODBAI's most notable products is the 'Wandering Shoes', priced at 459 yuan, ranking 9th in Tmall's sports casual shoes repurchase list; ahead of it are shoes from Adidas, FILA, Anta, Asics, Xtep, and other sports giants and well-known brands. This ranking reflects GOODBAI's influence.
The first store of GOODEES WORLD, which is about to open, also has a dedicated section inside. This sub-line originates from its original IP, the fluffy ball image on the Yanqing Road fence. Different from the main brand GOODBAI's casual sportswear style, GOODEES WORLD is positioned as 'cute, warm, and healing', with products mostly including shoes, clothes, phone cases, plush pendants, hair accessories, etc. The Tmall flagship store shows that the 129 yuan zodiac sign plush pendant has sold over 7,000 units; the 99 yuan baseball cap keychain in the vending machine on Yanqing Road is sold out.
GOODBAI and its sub-line have released co-branded products with multiple brands, including Salomon, Diptyque, New Era, Levi's, BABY-G, Holiland, Linefriends minini, etc. The collaborations cover both current hot middle-class fashion items and national brands and streetwear brands.
In addition to apparel and IP derivatives, Bai Jingting's business empire extends to coffee and bakery. Not far from the GOODBAI Yanqing Road store is Bai Jingting's coffee shop, with a cup of coffee priced at 28-48 yuan, similar to other specialty coffee shops in Shanghai. In 2024, the 'GOODEES Big Satisfaction' small cookies priced at 21 yuan for two pieces sparked online controversy.
Outside Yanqing Road, GOODBAI has opened two other physical stores in Chengdu and Aranya, and has opened pop-up/slow stores in Beijing, Paris, and Seoul. In addition to online and offline own channels, GOODBAI also enters some concept stores, such as Musinsa, known as 'Korea's Uniqlo'. From selling apparel, coffee, to IP derivatives, Bai Jingting is building a consumer ecosystem around the lifestyle of young people.
The traffic logic and risks of celebrity brands
Many celebrities in the entertainment industry have launched brands: Edison Chen has CLOT, Jackson Wang runs TEAM WANG, Daniel Wu sells coffee, and Hua Chenyu has a daily chemical brand. Bai Jingting expressed in an interview: Maugham likened the feeling of fame to someone giving you a string of pearls; Bai Jingting also pondered whether he could find such a pearl necklace. Brands like GOODBAI can be seen as Bai Jingting's second string of pearls for his own 'sense of security'.
Celebrity brands often have natural traffic advantages, and their path to popularity is similar to emerging clothing brands: social media seeding, pop-ups trial, core business district first store opening, etc. The difference is that celebrities and their friends often serve as walking seeding machines, and many celebrities have been seen wearing GOODBAI products at events.
At the same time, celebrity brands can easily fall into controversy of 'fleecing fans' or see declining buzz after a while. Since the brand is deeply tied to the celebrity, there is also a risk of 'all rise and fall together'.
Quality issues and supply chain support
GOODBAI has also faced negative publicity over product quality. In 2024, the Shanghai Market Supervision Bureau reported that one of its denim jackets had a pH value inconsistent with national mandatory standards; in 2025, a 599 yuan sweatshirt was exposed for glue peeling, with a pattern left on a car seat. After the incident, the brand's affiliated company issued an apology, recalled relevant batches, and promised to rectify.
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% shares respectively. Among them, designer Shangguan Zhe's own brand has appeared at London Fashion Week; Li Yong has long been deeply involved in the clothing industry. Therefore, Bai Jingting's apparel business is not just reliant on traffic; he has also brought in industry professionals with expertise in design, production, and supply chain.
Category expansion from casual sportswear to outdoor
From Bai Jingting's personal perspective, he is a well-known 'shoe king' in the entertainment industry, loves multiple sports, and serves as a brand ambassador for New Era, Salomon, and other sports/outdoor brands. As sports demands become more segmented and diverse, GOODBAI has gradually developed specific clothing lines for football (916 express) and tennis (polomove).
In addition to GOODBAI's casual sportswear style, the affiliated company also owns teenteens for young women, the female fashion brand Ayrae, and the trendy outdoor brand 30C. For example, 30C chooses to enter the outdoor trend with a street style, aligning with pan-outdoor consumption needs while leveraging design advantages. 30C has already opened its first store on Xiaohongshu, and Bai Jingting's same-model vests are sold out in many sizes.
Overall, from casual sportswear bestsellers, to trendy IP plush toys, to pan-outdoor, Bai Jingting's layout and expansion path echo fashion trends. Some co-branded brands also have cooperative relationships with Bai Jingting himself. How celebrity brands can move from 'fan economy' to a broader market may be a long-term direction.
Bai Jingting once said: 'Even without me, consumers would still recognize it, and many people would still like it and find it beautiful—that's my ultimate goal.'
