HK Consumer Retail Watch: Bai Jingting's GOODBAI Multi-Brand Collaboration Expansion, New Store in Shanghai
Recently, a large construction hoarding suddenly appeared along Yanqingfang Road in Shanghai, featuring the brand GOODEES WORLD. This is the first national store of the sub-line under GOODBAI, the brand founded by well-known actor Bai Jingting. Not far away are his café, clothing store, and 24-hour vending machine.
Two months ago, GOODBAI also opened a pop-up space here, and Bai Jingting's huge poster attracted countless visitors. As a result, Yanqing Road was once dubbed "Bai Jingting's Street." There are many celebrities who start brands, but in terms of business ecology, channel construction, and expansion pace, Bai Jingting is arguably one of the most savvy bosses in the entertainment industry.
Yanqing Road, Shanghai: GOODBAI Multi-Category Store and Price Range Layout
The five-bay small villa 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 well-known artist Bai Jingting. In 2023, when the GOODBAI store opened, it triggered a rush and scalper buying; some people queued for nearly 7 hours.
Even three years later, on a regular weekday afternoon, the store is still bustling with customers selecting, trying on, and taking photos.
The overall store design is retro and simple, with white pigeon (Bai Jingting fans' nickname) elements 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 expensive, mostly ranging from 39 to 2,900 yuan. For example, its 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 to three hundred yuan range.
One of GOODBAI's most popular products is the "Wandering Shoes," priced at 459 yuan, ranking 9th on Tmall's sports casual shoe repurchase list. The shoe brands ahead of it include Adidas, FILA, Anta, Asics, and Xtep—major sports giants and well-known brands. This ranking reflects GOODBAI's influence to some extent.
GOODEES WORLD: Zodiac Plushies and Vending Machine Selling Well
GOODEES WORLD, which is about to open its first store, 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 GOODBAI's casual sports style, GOODEES WORLD is positioned as "cute, warm, and healing," with products including shoes, 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 the 99 yuan baseball cap keychain in the vending machine on Yanqing Road is already sold out.
Collaborations and Channel Expansion: Salomon, Diptyque, New Era, etc. Covering Lifestyle Ecosystem
Since its inception, GOODBAI and its sub-lines have released collaborative products with multiple brands, such as Salomon, Diptyque, New Era, Levi's, BABY-G, Holiland, and Linefriends minini. These include currently hottest middle-class new favorites, national brands, streetwear labels, etc., covering a wide range.
In addition to footwear, apparel, and IP derivatives, Bai Jingting's business territory also includes coffee and baking. Not far from the GOODBAI Yanqing Road store is Bai Jingting's café, where a cup of coffee costs 28-48 yuan, similar to the pricing of other specialty coffee shops in Shanghai. In 2024, the pricing of its "GOODEES Big Satisfaction" small cookies—21 yuan for two pieces—once sparked online controversy.
Beyond Yanqing Road, GOODBAI has opened two other physical stores in Chengdu and Aranya, and has opened pop-up/slow shops in Beijing, Paris, France, and Seoul, South Korea. Besides its own online and offline channels, GOODBAI has also entered some multi-brand stores, such as Musinsa, known as "Korea's Uniqlo." From selling shoes, clothing, and coffee to IP derivatives, Bai Jingting has built a complete consumption ecosystem centered on young people's lifestyles.
Logic and Risks of Celebrity Self-Created Brands: Quality Incidents and Supply Chain Professional Support
In the entertainment industry, many artists create brands. Why are celebrities keen on creating their own brands? Bai Jingting once talked about this, saying he constantly thinks about "whether I can find another such string of pearls"—GOODBAI and other brands are seen as the "second string of pearls" he is looking for.
Celebrities have natural traffic advantages when building brands, and their rise process is similar to that of many emerging apparel brands: using social media seeding, pop-up store testing, and opening first stores in core business districts. The difference is that celebrities and their friends are walking seeding machines; many stars have appeared in public wearing GOODBAI products.
However, celebrity self-created brands often fall into controversies of "fleecing fans" or fizzle out. At the same time, because the brand is deeply tied to the celebrity, it easily falls into the risk of “bound together for good or ill.”
GOODBAI has also faced negative public opinion due to product quality issues. In 2024, the Shanghai Municipal Market Supervision Bureau reported that one of its denim jackets had a pH value that did not meet mandatory national standards. In 2025, a 599 yuan GOODBAI sweatshirt was revealed to have printed designs falling off, with the pattern transferring to car seats. After the incident was exposed, the brand's associated company issued an apology, announced a recall of relevant batches, and promised corrective actions.
Notably, GOODBAI's associated company, Zhentinghao (Shanghai) Brand Management Co., Ltd., is owned by Bai Jingting, Shangguan Zhe, and Li Yong, with stakes of 41%, 29%, and 10% respectively. Among them, designer Shangguan Zhe's brand has appeared at London Fashion Week, etc., and Li Yong has also been deeply involved in the apparel industry for many years. Therefore, Bai Jingting has professional support in design, production, and supply chain for his footwear and apparel business.
As for Bai Jingting himself, he is a well-known "shoe king" in the entertainment industry, loves multiple sports, and is also a brand ambassador for New Era, Salomon, and other sports/outdoor brands. With sports needs trending towards segmentation and diversification, GOODBAI has gradually developed specialized apparel series for football (916 express), tennis (polomove), etc.
In addition to GOODBAI in the casual sportswear style, Bai Jingting's associated company also owns brands like teenteens (targeting young females), Ayrae (women's fashion), and 30C (trendy outdoor). For example, 30C chooses to enter the outdoor trend with a trendy style, aligning with general outdoor consumption needs and its own design advantages. 30C has already opened a store on Xiaohongshu first, and Bai Jingting's same-style vests have sold out in multiple sizes.
In fact, from the best-selling shoes in casual sportswear style, to the hot trendy toy IP plush toys, to the general outdoor field, each of Bai Jingting's steps basically rides the wave of trends. From this perspective, doing business is by no means just luck and traffic.
From the series of collaborations mentioned earlier, some brands already had partnerships with artist Bai Jingting himself. The biggest fear for celebrity brands is becoming mere merchandise. How to move beyond the fan economy into a broader market may be what Bai Jingting's series of brands are currently doing and what they will do long-term.
As Bai Jingting said: "Even if detached from me as a person, consumers should still recognize it; many people will still like it and think it looks good—that is my ultimate goal."
