SGX Singapore Market Perspective: Bai Jingting’s GOODBAI Offline Expansion and Collaborations

Recently, a huge fence quietly went up along the street of Shanghai’s Yanqing Road, branded GOODEES WORLD. This is the nationwide first store of a sub-line under GOODBAI, the brand run by well-known actor Bai Jingting. Not far away are his café, clothing store, and 24-hour vending machines.

Two months ago, GOODBAI also opened a pop-up space here, and Bai Jingting’s giant posters attracted countless check-ins. As a result, Yanqing Road was even called “Bai Jingting’s heartbreak street.” Plenty of celebrities create brands, but in terms of business ecosystem, channel building, and expansion pace, Bai Jingting is one of the most business-savvy bosses in Chinese entertainment.

The boss selling clothes, coffee, and plush toys: multiple products rank in Tmall’s top ten, with collaborations including Salomon and New Era

The five-bay townhouse along Yanqing Road is GOODBAI’s first physical store nationwide. The brand was founded in 2021 and is a clothing and lifestyle brand created by famous actor Bai Jingting. In 2023, when GOODBAI stores opened, they caused huge queues and reseller purchases; some people reportedly waited nearly seven hours.

Even three years later, on a normal weekday afternoon, the store is still bustling, with many customers shopping, trying on clothes, and taking photos.

The overall design is retro yet minimalist, with Bai Ge (a nickname for Bai Jingting fans) elements visible everywhere. In terms of categories, GOODBAI covers clothes, shoes, hats, bags, and accessories. Compared with other celebrity streetwear brands, GOODBAI is not too expensive, basically ranging from 39 to 2,900 yuan. For example, most T-shirts are priced at 199 yuan, shoes are concentrated in the 159–799 yuan range, and canvas bags, hats, jewelry, and similar items are mostly priced from tens to a few hundred yuan.

One of GOODBAI’s most popular items is the “wandering shoe,” priced at 459 yuan. It ranks No. 9 on Tmall’s athletic-casual shoe repurchase chart, and the shoes above it come from giants and well-known brands like Adidas, FILA, Anta, ASICS, and Xtep. This ranking reflects GOODBAI’s influence to some extent.

GOODEES WORLD first store: an original-IP-driven cute and healing path

The upcoming first store of GOODEES WORLD also has a dedicated section inside the store. This line comes from its original IP—the fluffy character shown on the fence. Unlike the main GOODBAI brand’s casual sports style, GOODEES WORLD is positioned as “cute, warm, and healing,” with products such as shoes, clothing, phone cases, plush charms, and hair accessories.

In its Tmall flagship store, the 129-yuan twelve-zodiac plush charm has sold more than 7,000 pieces; and in the Yanqing Road vending machine, the 99-yuan baseball-cap keychain is already sold out.

Collabs and multi-channel expansion: from apparel and coffee to concept stores

Since its launch, GOODBAI and its sub-lines have released collaborative products with many brands, such as Salomon, Diptyque, New Era, Levi’s, BABY-G, Holiland, and Line Friends Minini. The lineup includes some of the hottest middle-class favorites as well as national brands and streetwear labels, covering a broad range.

Beyond apparel and IP spin-offs, the boss’s business map also includes coffee roasting.

Not far from the GOODBAI Yanqing Road store is Bai Jingting’s café, where coffee is priced at 28–48 yuan, similar to other boutique coffee shops in Shanghai. In 2024, its “GOODEES Super Satisfying” small-cookie pack—two pieces for 21 yuan—sparked online controversy.

Outside Yanqing Road, GOODBAI has opened two other physical stores in Chengdu and Aranya, and has pop-up and slow-pop-up stores in Beijing, Paris, and Seoul. Beyond its own online and offline channels, GOODBAI has also entered some multi-brand concept stores, such as Musinsa, often called the “Korean Uniqlo.”

From selling shoes and apparel to coffee and IP derivatives, Bai Jingting is building a consumption ecosystem centered on young people’s lifestyles.

The traffic logic and risks of celebrity-brand building: public opinion, quality, and professional teams

In entertainment, many artists create brands. Edison Chen has CLOT, Jackson Wang created TEAM WANG, Daniel Wu started selling coffee, and Hua Chenyu launched his own daily-chemicals brand this year. Why are celebrities so keen on starting their own brands?

Bai Jingting once said in an interview that Maugham compared the feeling of fame to someone handing you a string of pearls. Bai Jingting often thought, “Can I find another necklace like that?” Brands like GOODBAI were the second string of pearls he found for a sense of security.

Celebrity brands have a natural traffic advantage, and their path to popularity is similar to many emerging apparel brands today: social-media seeding, pop-up trials, and opening a first store in a core business district. The difference is that celebrities and their friends are walking recommendation machines—many celebrities have worn GOODBAI products in public.

But celebrity-founded brands often fall into “cutting the leeks” accusations, or simply fade out. At the same time, because the brand is deeply tied to the celebrity, it’s easy to face a win-together, lose-together risk.

GOODBAI has also faced negative publicity over product quality. In 2024, the Shanghai market regulator reported that one of its denim jackets had a tested pH value that did not meet mandatory national standards. In 2025, a 599-yuan hoodie was found with its heat-transfer print peeling off, with the back pattern transferred onto a car seat. After the incident came to light, the brand’s affiliated company issued an apology, announced a recall of the related batches, and promised to make improvements.

It’s worth noting that the affiliated company Zhetinghao (Shanghai) Brand Management Co., Ltd. is owned by Bai Jingting, Shangguan Zhe, and Li Yong, with shareholdings of 41%, 29%, and 10%, respectively. Designer Shangguan Zhe has created brands that have appeared at London Fashion Week, and Li Yong has likewise worked in the apparel industry for many years. So Bai Jingting’s shoe and apparel business is actually backed by industry insiders, with some professional support in design, production, and supply chain.

On a personal level, Bai Jingting is a well-known “sneaker king” in Chinese entertainment, loves multiple sports, and is also a spokesperson for sports/outdoor brands like New Era and Salomon. With sports demand becoming more segmented and diverse, GOODBAI has also gradually developed niche apparel lines such as football (916 express) and tennis (polomove).

And beyond the casual sports style of GOODBAI, Bai Jingting’s affiliated companies also include teenteens aimed at young women, the women’s fashion brand Ayrae, and the trendy outdoor brand 30C. Take 30C as an example: it chose to enter the outdoor trend through a fashion lens, aligning perfectly with today’s broad outdoor consumption demand and its own design strengths. 30C has already opened a store on Xiaohongshu, and Bai Jingting’s matching vest is sold out in multiple sizes.

In fact, from hit casual-sports shoes to trendy toy plush IPs and into the broad outdoor category, Bai Jingting has basically been riding the trend at every step. From this angle, the boss’s business success is clearly not just about luck and traffic.

Looking at the collaborations mentioned earlier, some of the brands are already partners with Bai Jingting himself. In truth, the biggest fear for a celebrity brand is becoming merely an artist’s peripheral product. How to expand beyond fan economics into a broader market may be what Bai Jingting’s brand system is doing now—and what it must keep doing in the long run.

As Bai Jingting said: “Even if it’s detached from me as a person, if consumers recognize it, and many people still like it and think it looks good, that is my ultimate goal.”