B-Share Consumption Perspective: Bai Jingting's GOODBAI Business Map and Collaboration Ecosystem
Recently, a huge construction hoarding went up along Yanqingfang in Shanghai, from brand GOODEES WORLD. This is the first national store of a sub-line under GOODBAI, the brand founded by renowned actor Bai Jingting.
Around Yanqing Road, there are also Bai Jingting's coffee shop, clothing store, and a 24-hour vending machine. Two months ago, GOODBAI opened a pop-up space here, with large posters of Bai Jingting attracting many visitors, earning the road the nickname "Bai Jingting's Street." From business ecosystem, channel building, and expansion pace, Bai Jingting's commercial efforts are quite representative among Chinese entertainment figures.
Boss Bai selling clothes, coffee, and plush toys: multiple products rank in Tmall top 10, collaborations with Salomon, New Era, etc.
The five-bay small villa along Yanqing Road is GOODBAI's first physical store nationwide. The brand was founded in 2021 by Bai Jingting as a clothing and lifestyle brand. When the store opened in 2023, it sparked long queues and scalper buying, with some queuing for nearly 7 hours.
Even three years later, on a regular weekday afternoon, the store still has a steady stream of customers browsing, trying on, and taking photos.
The store design is vintage and minimalist, with dove (Bai Jingting's fan symbol) elements everywhere. GOODBAI covers clothing, shoes, hats, bags, and accessories, with relatively affordable prices ranging from CNY 39 to 2,900: e.g., T-shirts mostly at CNY 199, shoes concentrated at CNY 159-799, canvas bags, hats, jewelry mostly at tens to two to three hundred yuan.
One of GOODBAI's breakout products is the "Wandering Shoes" priced at CNY 459, ranked 9th on Tmall's sports casual shoe repurchase list, ahead of Adidas, FILA, Anta, ASICS, Xtep, and other sports giants and well-known brands. This ranking reflects GOODBAI's influence.
The soon-to-open GOODEES WORLD store has a dedicated section in the store, derived from its original IP—the furball image on the hoarding. Unlike the main brand GOODBAI's casual sporty style, this sub-line is positioned as "cute, warm, and healing," with products like shoes, phone cases, plush keychains, and hair accessories.
On Tmall flagship store, the CNY 129 zodiac plush keychain has sold over 7,000 units; at the Yanqing Road vending machine, the CNY 99 baseball cap keychain is sold out.
To date, GOODBAI and its sub-lines have collaborated with multiple brands including Salomon, Diptyque, New Era, Levi's, BABY-G, Haolilai, Linefriends minini, etc., covering mid-market consumer preferences, national brands, and streetwear.
Besides clothing and IP derivatives, Bai Jingting's business map also includes coffee and bakery. Near the GOODBAI Yanqing Road store is Bai Jingting's coffee shop, with coffee priced at CNY 28-48, similar to other boutique coffee shops in Shanghai. In 2024, its "GOODEES Big Satisfaction" cookies (two pieces for CNY 21) sparked online controversy.
Beyond Yanqing Road, GOODBAI has two other physical stores in Chengdu and Aranya, and has opened pop-up/slow shops in Beijing, Paris, Seoul, etc. In addition to own online and offline channels, GOODBAI also enters multi-brand stores like Musinsa.
GOODBAI, from selling shoes and clothes to coffee and IP derivatives, has built a consumption ecosystem around young people's lifestyle.
"Combination Play" for Celebrity Brands: From Social Media Seeding to Prime Location Flagship
Many celebrities in the entertainment industry start their own brands: Edison Chen has CLOT, Jackson Wang has TEAM WANG, Daniel Wu sells coffee, Hua Chenyu launches personal care brands. Celebrities are keen on creating brands due to their natural traffic advantages.
The article mentions Bay Jingting once used the metaphor of a "pearl necklace" to express his pursuit of the second kind of "security." GOODBAI is described as his "second string of pearls."
The path to fame for celebrity-founded brands is similar to emerging clothing brands: social media seeding, pop-up stores to test the market, opening a flagship in a prime location. Celebrities and their social circles act as "walking seeders," e.g., Bai Jingting frequently wears GOODBAI products in public.
However, celebrity brands can also face controversies like "ripping off fans" or fading heat. Also, deep binding to the celebrity creates a "one prospers, all prosper; one suffers, all suffer" dynamic.
Regulatory Reports and Recalls: How Quality Incidents Affect Brand Trust
GOODBAI has faced negative publicity due to product quality issues. In 2024, the Shanghai Market Supervision Bureau reported that one of its denim jackets had a pH value not meeting national mandatory standards; in 2025, a CNY 599 sweatshirt was reported to have peeling prints, with the pattern printed on a car seat afterwards.
After the incidents, the brand's affiliated company issued an apology, announced a recall of the affected batches, and promised rectification.
From Sneakers to Outdoor: Collaboration and Category Extension Ecosystem Expansion
Notably, GOODBAI's affiliated company Zhetinhao (Shanghai) Brand Management Co., Ltd. is owned by Bai Jingting (41%), Shangguan Zhe (29%), and Li Yong (10%). The article mentions that the brand founded by designer Shangguan Zhe has appeared at London Fashion Week, and Li Yong has deep experience in the apparel industry, providing GOODBAI with professional support in design, production, and supply chain.
Bai Jingting is described as a "sneaker king," passionate about multiple sports, and has served as brand ambassador for New Era, Salomon, and other sportswear/outdoor brands. Under the trend of diversifying sports needs, GOODBAI has developed sub-lines like football (916 express) and tennis (polomove).
Besides GOODBAI's casual sporty style, the affiliated company also owns teenteens for young women, women's fashion brand Ayrae, and trendy outdoor brand 30C. Taking 30C as an example, the article mentions it chose a trendy style to tap into the outdoor trend, aligning with general outdoor consumption needs, and opened its first store on Xiaohongshu, with Bai Jingting's same-style vest selling out in multiple sizes.
The article further points out that from trendy sneakers, hot-selling plush toys, to general outdoor, Bai Jingting's every step aligns with fashion and consumption scenario expansion.
Beyond "Celebrity Merchandise" Logic: Building Broader Market Recognition
The article mentions that some collaboration brands also have sponsorship relationships with Bai Jingting himself. Celebrity brands need to rely not only on fan economy but also penetrate broader markets. Bai Jingting's long-term goal is for consumers to recognize the products even without his personal image.
The article quotes Bai Jingting's view: "Even without me, the consumer should still recognize the product; many people will still like it and think it's good looking—that is my ultimate goal."
