Multiple Stock Reviews: Bai Jingting's GOODBAI Opens New Store in Shanghai, Analyzing Brand Expansion Logic
Recently, a large hoarding quietly went up along Yanqing Lane in Shanghai, belonging to the brand GOODEES WORLD. This is the national first store of a sub-line under GOODBAI, a brand led by well-known actor Bai Jingting. Nearby are his coffee shop, clothing store, and 24-hour vending machine.
Two months ago, GOODBAI also opened a pop-up space here, with Bai Jingting's huge poster attracting countless visitors. Therefore, Yanqing Road was once dubbed 'Bai Jingting's Pain Street.' There are many celebrities making brands, but in terms of business ecosystem, channel construction, and expansion pace, Bai Jingting is considered one of the best businessmen in the Chinese entertainment industry.
Selling Clothes, Coffee, and Plush Toys: Multi-Product Matrix and Collaboration Channels
The five-room small foreign-style building along Yanqing Lane is GOODBAI's first physical store nationwide. The brand was established in 2021 as a clothing and lifestyle brand created by Bai Jingting. In 2023, when the store opened, it triggered a wave of queues and scalper purchasing, with some people queuing for nearly 7 hours.
Even three years later, on a normal weekday afternoon, the store was bustling with customers shopping, trying on clothes, and taking photos.
The store's overall design is retro and simple, with dove (Bai Jingting's fan symbol) elements everywhere. In terms of categories, GOODBAI covers clothing, shoes, hats, bags, accessories, etc. Compared to other celebrity fashion brands, GOODBAI's pricing is not too expensive, generally ranging from 39 to 2,900 yuan. For example, short-sleeve T-shirts are mostly priced at 199 yuan, shoes focus on 159-799 yuan, and canvas bags, hats, jewelry are basically between tens and two to three hundred yuan.
One of GOODBAI's most popular products is the 'Wandering Shoes,' priced at 459 yuan, ranking 9th on Tmall's sports casual shoes repurchase list. The shoes ahead of it are from giants like Adidas, FILA, Anta, Asics, and Xtep. This ranking reflects GOODBAI's influence to some extent.
The first store of GOODEES WORLD, about to open, also has a dedicated section in the store. This sub-line originates from its original IP, the fluffy ball image on the hoarding. Different from the main brand GOODBAI's casual sportswear style, GOODEES WORLD is positioned as 'cute, warm, and healing,' with products mostly being shoes, phone cases, plush keychains, hair accessories, etc. On the Tmall flagship store, its 129-yuan zodiac plush keychain has sold over 7,000 units; on Yanqing Road, the 99-yuan baseball cap keychain from the vending machine is sold out.
Since its inception, GOODBAI and its sub-lines have released co-branded products with many brands, such as Salomon, Diptyque, New Era, Levi's, BABY-G, Holiland, Linefriends minini, etc., covering a wide range.
From Coffee Baking to Concept Stores: Building a Consumer Ecosystem Around Youthful Lifestyles
In addition to shoes, clothing, and IP derivatives, Bai Jingting's business landscape also includes coffee baking. Near 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 pricing of its 'GOODEES Great Satisfaction' cookies (two pieces for 21 yuan) sparked online controversy.
Beyond Yanqing Road, GOODBAI has opened two other physical stores in Chengdu and Aranya, and has run pop-up/slow-pop stores in Beijing, Paris, Seoul, etc. In addition to online and offline self-owned channels, GOODBAI has also entered some concept stores, such as Musinsa, known as 'Korea's Uniqlo.' From selling shoes, clothes, coffee to IP derivatives, Bai Jingting is building a complete consumer ecosystem around young people's lifestyles.
Advantages and Risks of Celebrity Brands: Public Opinion Events and Support from Professional Teams
In the entertainment industry, many artists create brands. Why are celebrities keen on founding brands? Bai Jingting mentioned in an interview with Bazaar Men that Mao once compared the feeling of fame to someone giving you a string of pearls. Bai Jingting often thinks 'can I find another such string of pearls?' Brands like GOODBAI are described as the second string of pearls Bai Jingting found for himself for security.
Celebrity brands have inherent traffic advantages. Their path to popularity is similar to that of today's emerging clothing brands: a combination of social media seeding, pop-up stores to test the waters, and opening flagship stores in core business districts. However, celebrities and their friends are walking seeding machines; for example, many celebrities have worn GOODBAI products in public.
But celebrity-founded brands also often fall into controversy about 'fleecing fans' or just fizzle out. At the same time, because the brand is deeply tied to the celebrity, it easily falls into a 'both prosper or both suffer' risk.
GOODBAI has also faced negative publicity over product quality issues. In 2024, the Shanghai Market Supervision Bureau reported that one of its denim jackets had a pH value not in line with national mandatory standards. In 2025, a GOODBAI hoodie priced at 599 yuan was reported to have its print peeling off, with the back pattern transferring onto a car seat. After the incident, the brand's affiliated company issued an apology, announced a recall of related batch products, and promised corrective measures.
Notably, GOODBAI's affiliated company, Zhentinghao (Shanghai) Brand Management Co., Ltd., is owned by Bai Jingting (41%), Shangguan Zhe (29%), and Li Yong (10%). Designer Shangguan Zhe's own brand has appeared at London Fashion Week, etc., while Li Yong has many years of experience in the apparel industry, providing professional support in design, production, and supply chain.
From a personal perspective, Bai Jingting is known as the 'Sneaker King' in the entertainment circle, loves multiple sports, and is a brand ambassador for outdoor sports brands like New Era and Salomon. As sports needs become more segmented and diversified, GOODBAI has also developed segmented apparel series like football (916 express) and tennis (polomove).
Besides GOODBAI's casual sportswear, Bai Jingting's affiliated company also owns brands targeting young women (teenteens), women's fashion brand Ayrae, and trendy outdoor brand 30C. Taking 30C as an example, it chooses to enter the outdoor trend with a fashion-oriented approach, fitting current pan-outdoor consumption needs and its design advantages. Currently, 30C has opened a store on Xiaohongshu, with Bai Jingting's same-style vests sold out in multiple sizes.
In fact, from the hit casual sportswear shoes, the hot toy IP plush toys, to the pan-outdoor field, Bai Jingting's every step basically catches the trend. From this perspective, Boss Bai's business success relies not only on luck and traffic.
Looking at the series of collaborations mentioned, some brands already have partnerships with artist Bai Jingting himself. How celebrity brands can move beyond the fan economy to a broader market is probably what Bai Jingting's brands are currently doing and will do 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.'
