China Entertainment Sneaker King Bai Jingting Opens Stores: GOODBAI Expansion and Collab Business Logic

## Shanghai Yanqing Fang Welcomes GOODBAI First Store and GOODEES WORLD Subline Recently, a huge wall hoarding quietly appeared along the street at Shanghai Yanqing Fang, featuring the brand **GOODEES WORLD**. This is the national first store of the subline under **GOODBAI**, the brand managed by renowned actor Bai Jingting. Not far from this store are his coffee shop, clothing store, and 24-hour vending machine. Two months ago, GOODBAI also opened a pop-up space here; Bai Jingting's huge posters drove check-in enthusiasm, and Yanqing Road was once called 'Bai Jingting's Street.' ## Multiple Categories and Price Ranges: From Apparel to Plushies and Accessories The five-bay small Western-style building on Yanqing Road is GOODBAI's first physical store nationwide. The brand, founded in 2021, is a clothing and lifestyle brand created by Bai Jingting. When the store opened in 2023, it triggered a frenzy of queues, with some queuing for nearly 7 hours. In terms of categories, GOODBAI covers clothing, footwear, hats, bags, accessories, etc., with relatively affordable pricing: basically **39-2,900 yuan**, e.g., T-shirts mostly **199 yuan**, footwear concentrated at **159-799 yuan**, canvas bags, hats, jewelry mostly in the tens to two to three hundred yuan range. One of GOODBAI's representative products is the 'Wanderer Shoes,' priced at **459 yuan**, ranking **9th** on Tmall's athletic casual shoes repurchase list; leading shoes from Adidas, FILA, Anta, ASICS, Xtep, etc. ## GOODEES WORLD: Cute Healing IP Zones and Bestsellers GOODEES WORLD, about to open its first store, also has a dedicated section inside the store, derived from an original IP (the fuzzy ball image on the hoarding). Different from the main brand GOODBAI's casual sportswear style, GOODEES WORLD positions as 'cute, warm, healing,' offering products like apparel, phone cases, plush keychains, hair accessories, etc. On the Tmall flagship store, the **129 yuan** zodiac plush keychain has sold over **7,000 units**; on the vending machine on Yanqing Road, the **99 yuan** baseball cap keychain is sold out. ## Collaboration Expansion: Multiple Brand Collaborations with Salomon, Diptyque, New Era, etc. Since its inception, GOODBAI and its sublines have released collaborations with numerous brands, including **Salomon, Diptyque, New Era, Levi's, BABY-G, Holiland, Line Friends Minini**, etc. ## Channels and Offline Footprint: Coffee & Bakery, Stores, and Multi-Brand Retail In addition to apparel and IP derivatives, Bai Jingting's business landscape also includes coffee and bakery. Not far from the GOODBAI Yanqing Road store is his coffee shop, where a cup of coffee costs **28-48 yuan**, similar to other specialty cafes in Shanghai. In 2024, the pricing of his 'GOODEES Big Satisfaction' cookies (two pieces for **21 yuan**) sparked online controversy. Beyond Yanqing Road, GOODBAI has opened two other physical stores in Chengdu and Aranya, and pop-up/slow shops in Beijing, Paris, and Seoul. In addition to own online and offline channels, GOODBAI also enters multi-brand stores, such as **Musinsa**, known as the 'Korean Uniqlo.' ## Star-Owned Brand Logic: From Traffic Seeding to Lifestyle Ecosystem Many celebrities in the entertainment industry create brands: Edison Chen's CLOT, Jackson Wang's TEAM WANG, Daniel Wu's coffee, Hua Chenyu's daily chemical brand. The reasons are often related to natural traffic advantages and the long-term security of a 'second string of pearls.' In business approach, star-owned brands often combine social media seeding, pop-up trials, and opening first flagship stores in prime commercial areas; meanwhile, the star and their social circle will wear and display related products in public, creating continuous exposure. ## Public Opinion and Quality Risks: Notices and Recalls Star brands also frequently face 'fleecing' controversy or declining buzz; due to the brand's association with the star, there is a risk of sharing glory and loss. GOODBAI has also fallen into negative public opinion due to product quality issues: - In 2024, the Shanghai Market Supervision Bureau reported that one of its denim jackets did not meet national mandatory standard pH requirements. - In 2025, a GOODBAI **599 yuan** sweatshirt was reported to have glue peeling, with the back pattern printing on a car seat. After the incidents, the brand's affiliated company issued an apology announcement, announced a recall of relevant batches, and promised rectification. ## Industry Team Support and Segmented Tracks: From Sportswear to Outdoor Notably, GOODBAI's affiliated company, Zhentinghao (Shanghai) Brand Management Co., Ltd., is held by Bai Jingting, Shangguan Zhe, and Li Yong with **41% / 29% / 10%** stakes. Designer Shangguan Zhe has shown at London Fashion Week, and Li Yong has years of experience in the clothing industry. From Bai Jingting's personal perspective, he is known as the 'sneaker king' in the domestic entertainment industry, loves multiple sports, and serves as a brand ambassador for New Era, Salomon, and other sports outdoor brands. With the refinement of sports needs, GOODBAI has also developed segmented series for football (916 express), tennis (polomove), etc. In addition to casual sportswear, the affiliated company also owns teenteens (targeting young women), Ayrae (female fashion brand), and 30C (trendy outdoor brand). For example, 30C enters the outdoor trend scene, aligning with pan-outdoor consumption demand; currently, 30C has opened its first store on Xiaohongshu, with multiple sizes of Bai Jingting's same-style vest sold out. ## Future Goal: From 'Artist Merchandise' to Broader Market Some collaborations are also related to Bai Jingting's personal background. For star brands, how to avoid being merely 'fan economy' or 'artist merchandise' is a long-term problem to solve. Bai Jingting once said: 'Even apart from me, consumers still recognize it; many people still like it and think it's good-looking – that is my ultimate goal.'