Asian session gold market view: Bai Jingting's GOODBAI expansion and collaboration ecosystem
Yanqingfang first store lands: GOODEES WORLD and GOODBAI turn the same street into a traffic magnet
Recently, a huge fence quietly went up along Shanghai's Yanqingfang street, announcing the brand GOODEES WORLD. This project is the first store nationwide for a sub-line under GOODBAI, the brand led by famous actor Bai Jingting, and not far away are his coffee shop, clothing store and 24-hour vending machines.
Two months ago, GOODBAI also opened a pop-up space here, and Bai Jingting's giant posters drew countless check-ins. As a result, Yanqing Road was once nicknamed 'Bai Jingting Pain Street.' There are plenty of celebrity brands, but in terms of business ecosystem, channel building and expansion pace, Bai Jingting is one of the savviest bosses in the Chinese entertainment industry.
From clothing to footwear: price tiers and repeat-purchase rankings show influence
The five-bay little villa 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 well-known artist Bai Jingting. When GOODBAI's store opened in 2023, it triggered a queue frenzy and resale scalpers; some people waited nearly seven hours.
Even three years later, on an ordinary weekday afternoon, the store is still bustling, with many customers shopping, trying on clothes and taking photos.
The store design is retro yet minimalist, with white dove elements everywhere. In terms of categories, GOODBAI covers clothing, shoes, hats, bags and accessories. Compared with other celebrity streetwear brands, GOODBAI is not too expensive, with prices mostly between 39 and 2,900 yuan. For example, its short-sleeve T-shirts are mostly priced at 199 yuan, footwear is mainly 159-799 yuan, and canvas bags, hats and jewelry are mostly in the tens to a few hundred yuan range.
One of GOODBAI's most popular products is the 'drifter shoe,' priced at 459 yuan, which ranks ninth on Tmall's casual sports shoe repeat-purchase list. The shoes ahead of it come from sports giants and well-known brands such as Adidas, FILA, Anta, ASICS and Xtep. This ranking can to some extent reflect GOODBAI's influence.
Sub-line GOODEES WORLD: cute, warm, healing IP and vending machines drive grab-and-go purchases
The soon-to-open first store of GOODEES WORLD also has a dedicated area inside. This sub-line comes from its original IP, the fluffy character on the fence. Unlike GOODBAI's casual sports style, GOODEES WORLD is positioned as 'cute, warm and healing,' with products such as shoes, apparel, phone cases, plush pendants and hair accessories.
In its Tmall flagship store, the 129-yuan plush pendant featuring the 12 zodiac signs has sold more than 7,000 units; and in the vending machine on Yanqing Road, the 99-yuan baseball-cap keychain is already sold out.
Collaboration matrix and offline network: cross-circle partnerships from Salomon to Diptyque
Since its launch, GOODBAI and its sub-lines have released collaborative products with many brands, including Salomon, Diptyque, New Era, Levi's, BABY-G, Holiland and Line Friends minini. The lineup includes today's hottest middle-class favorites as well as national brands and streetwear labels, covering a very broad range.
Beyond clothing, shoes and IP derivatives, Boss Bai's business map also includes coffee roasting. Not far from the GOODBAI Yanqing Road store is Bai Jingting's coffee shop, where a cup costs 28-48 yuan, similar to the pricing of other specialty coffee shops in Shanghai. In 2024, its 'GOODEES Big Satisfaction' small cookies, priced at 21 yuan for two pieces, sparked online controversy.
Outside Yanqing Road, GOODBAI has opened two other physical stores in Chengdu and Aranya, and pop-up or slow-pop stores in Beijing, Paris and Seoul. In addition to 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, clothes and coffee to IP derivatives, Bai Jingting has built a consumer ecosystem around young people's lifestyles.
Quality and public-opinion risks: notices and recalls coexist; design and supply-chain support are key
Celebrity brands have a natural traffic advantage, but they often fall into accusations of 'fleece the fans,' or fade away after a burst of hype. Meanwhile, because the brand is deeply tied to the celebrity, it can easily end up sharing in both glory and damage.
GOODBAI has also been caught in negative publicity over product quality. In 2024, Shanghai market regulators reported that a denim jacket from the brand had a pH value that did not meet mandatory national standards. In 2025, a 599-yuan sweatshirt was exposed as having printed glue peel off, with the 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 corrective action.
It is worth noting that GOODBAI's affiliated company, Zhetinghao (Shanghai) Brand Management Co., Ltd., is owned by Bai Jingting, Shangguan Zhe and Li Yong with 41%, 29% and 10% stakes respectively. Shangguan Zhe's own brand has shown at London Fashion Week, and Li Yong has also spent many years in the apparel industry. So Bai Jingting's shoe and apparel business brings in industry insiders, with professional support in design, production and supply chains.
Multiple brands in parallel: long-term布局 from casual sports to pan-outdoor and niche lines
From Bai Jingting's perspective, he is a well-known 'shoe king' in the Chinese entertainment industry and loves many sports. He is also a spokesperson for sports and outdoor brands like New Era and Salomon. As sports demand becomes more segmented and diversified, GOODBAI has also gradually developed niche apparel lines such as football (916 express) and tennis (polomove).
Beyond the casual sports style of GOODBAI, Bai Jingting's affiliated companies also include teenteens for young women, the women's fashion brand Ayrae, and the trendy outdoor brand 30C. Take 30C as an example: it has entered the outdoor boom with a trendy style that fits pan-outdoor consumer demand and its own design strengths. 30C has already opened a store on Xiaohongshu, and the Bai Jingting same-style vest has sold out in multiple sizes.
In fact, from casual-sport hit shoes and trendy IP plush toys to the pan-outdoor sector, Bai Jingting's every step has basically hit the trend. In that sense, Boss Bai's business success depends on far more than luck and traffic.
Looking at the earlier collaborations, some brands already worked with Bai Jingting himself as an artist. The biggest fear for celebrity brands is becoming mere star merchandise. How to move beyond fan economy into a broader market may be exactly what Bai Jingting's series of brands are doing now, and what they will need to keep doing in the long run.
As Bai Jingting put it, 'Even if you strip away me as a person, consumers still recognize it, and many people will still like it and think it looks good. That is my ultimate goal.'
