Bai Jingting's GOODBAI Opens Shanghai Store: Collaborations & Business Territory
Blue Whale News, June 27 (Reporter Zhao Kai) Recently, a large enclosure wall quietly appeared along Yanqing Lane in Shanghai, advertising the brand GOODEES WORLD. This is the first national store of a subline under GOODBAI, the brand managed by famous actor Bai Jingting. Nearby are his coffee shop, clothing store, and 24-hour vending machine.
Two months ago, GOODBAI also operated a pop-up space here, with a huge poster of Bai Jingting attracting countless check-ins. Therefore, Yanqing Road was once called "Bai Jingting's Pain Street." Many celebrities build brands, but in terms of business ecosystem, channel construction, and expansion pace, Bai Jingting is arguably one of the best entrepreneurs in the domestic entertainment industry.
The five-room small western-style house along Yanqing Lane is the first physical store of GOODBAI in China. The brand was founded in 2021 as a clothing and lifestyle brand by artist Bai Jingting. In 2023, when GOODBAI opened its store, it caused a frenzy of queues and scalpers, with some people queuing for nearly 7 hours.
Even three years later, on an ordinary weekday afternoon, the store is bustling with customers selecting, trying on, and taking photos.
The overall design of the store is retro and simple, with elements of the white dove (representing Bai Jingting's fans) everywhere. In terms of categories, GOODBAI covers clothing, shoes, hats, bags, and accessories. Compared with other celebrity fashion brands, GOODBAI's pricing is not too expensive, basically ranging from 39 to 2,900 yuan. For example, T-shirts are mostly priced at 199 yuan, shoe products are concentrated in the 159-799 yuan range, and canvas bags, hats, and jewelry are mostly 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, ranked 9th on Tmall's list of most repurchased sports and casual shoes, with the brands ahead being sports giants and well-known brands like Adidas, FILA, Anta, Asics, and Xtep. This ranking reflects GOODBAI's influence to some extent.
The soon-to-open first store of GOODEES WORLD also has a dedicated section in the store. This subline originates from its original IP, the furry ball image on the enclosure wall. Different from the main brand GOODBAI's casual sports style, GOODEES WORLD is positioned as "cute, warm, healing," with products mostly including shoes, clothes, phone cases, plush keychains, and hair accessories. On the Tmall flagship store, its 129-yuan zodiac plush keychains have sold over 7,000 pieces; the 99-yuan baseball cap keychain in the vending machine on Yanqing Road has been sold out.
Since its inception, GOODBAI and its sublines have released co-branded products with multiple brands, including Salomon, Diptyque, New Era, Levi's, BABY-G, Haolilai, and Linefriends Minini. Among these are both the current hottest new favorites of the middle class and national brands and street fashion brands, covering a wide range.
From Shoes and Clothing to Coffee: Multi-format Synergy on Yanqing Road
In addition to shoes, clothing, and IP derivatives, Boss Bai's business territory also includes coffee and baking. 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 pricing of its "GOODEES Big Satisfaction" small cookies at 21 yuan for two pieces once sparked controversy online.
Channel Expansion: Physical Stores, Pop-ups, and Collection Stores
Beyond Yanqing Road, GOODBAI has opened two other physical stores in Chengdu and Aranya, and pop-up/slow-stores in Beijing, Paris, France, and Seoul, South Korea. In addition to its own online and offline channels, GOODBAI has also entered some collection stores, such as Musinsa, known as "the Korean Uniqlo." From selling shoes and clothing, coffee to IP derivatives, Bai Jingting is building a comprehensive lifestyle consumption ecosystem around young people.
Brand Building Controversies and Support: Quality Notifications, Recalls, and Industry Team
In the entertainment industry, many celebrities build brands. Why are stars keen on self-created brands? Bai Jingting once said in an interview with Bazaar Men that Maugham compared the feeling of fame to someone giving you a string of pearls, and Bai Jingting often thought, "Can I find such another string of pearls?" GOODBAI and other brands are the second string of pearls he found for himself out of a sense of security.
Celebrities building brands have natural traffic advantages. Their process of becoming popular is similar to that of many emerging fashion brands: using social media seeding, pop-up store trials, and opening first stores in core business districts. However, the star and his/her friends are walking seeding machines. For example, many celebrities have appeared in public wearing GOODBAI products.
But star-created brands often fall into controversy of "fleecing fans" or wither away quietly. At the same time, because the brand is deeply tied to the star, it is prone to the risk of prosperity or loss together.
GOODBAI has also fallen into negative publicity due to product quality issues. In 2024, the Shanghai Market Supervision Bureau reported that the actual pH value of one of its denim jackets did not match the mandatory national standard; in 2025, a 599-yuan GOODBAI sweatshirt was reported to have heat transfer decal peeling off, with the pattern printing on a car seat. After the incident, the brand's affiliated company issued an apology, announced a recall of relevant batches, and promised corrective measures.
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% respectively. Among them, designer Shangguan Zhe's brand has been featured at London Fashion Week, etc., and Li Yong has also been deeply involved in the clothing industry for many years. Therefore, Bai Jingting's shoe and clothing business actually involves industry professionals, providing professional support in design, production, and supply chain.
Extending Product Lines: From Niche Sports to Outerwear and Women's Brands
From the personal perspective of Bai Jingting, he is known as the "Shoe King" in domestic entertainment, loving multiple sports, and he himself is a brand ambassador for sports and outdoor brands like New Era and Salomon. As sports demand becomes more segmented and diversified, GOODBAI has gradually developed clothing series for soccer (916 express) and tennis (polomove).
In addition to the casual sports style GOODBAI, Bai Jingting's affiliated company also owns teenteens targeting young women, women's fashion brand Ayrae, and trendy outdoor brand 30C. For example, 30C enters the outdoor market with a trendy style, perfectly fitting the current demand for general outdoor consumption and its design advantages. Currently, 30C has opened its first store on Xiaohongshu, with Bai Jingting's same-style vests sold out in multiple sizes.
In fact, from the trendy shoes in casual sports style to the hot trendy IP plush toys and general outdoor territory, Bai Jingting's every step basically aligns with trends. From this perspective, Boss Bai's business success is by no means just luck and traffic.
From the earlier series of co-branded products, some brands already have cooperation with the artist Bai Jingting himself. The biggest fear for a celebrity brand is to become merely the artist's peripheral. How to expand beyond the fan economy to a broader market is likely what Bai Jingting's brands are doing now and will do in the long term.
As Bai Jingting said, "Even without me, consumers should still recognize it, and many people will still like it and think it looks good. That is my ultimate goal."