From the Perspective of Non-Ferrous Raw Materials: The Expansion and Supply Chain Logic of Domestic Entertainment Brands — Bai Jingting Opens a New Store in Shanghai
Recently, a huge construction fence quietly went up along Yanqing Lane in Shanghai, from the brand GOODEES WORLD. This is the first national store of a sub-line under GOODBAI, a label founded by well-known actor Bai Jingting, and not far away are his café, clothing store, and 24-hour vending machine.
Two months ago, GOODBAI opened a pop-up space here, and Bai Jingting's giant posters attracted countless visitors. For this reason, Yanqing Road was once called "Bai Jingting's Street of Pain." There are many celebrities launching brands, but in terms of business ecosystem, channel construction, and expansion pace, Bai Jingting is considered one of the most savvy bosses in the domestic entertainment industry.
<\/figure>GOODBAI: Multi-Category Layout and Price Range at the Yanqing Road Flagship Store
The five-bay small villa along Yanqing Road is the first physical store of GOODBAI nationwide. Founded in 2021, the brand is a clothing and lifestyle label created by renowned celebrity Bai Jingting. In 2023, the opening of the GOODBAI store triggered a wave of queues and scalping, with some people lining up for nearly 7 hours.
Even three years later, on a regular weekday afternoon, the store was bustling with customers browsing, trying on items, and taking photos.
<\/figure>The store's overall design is retro yet minimalist, with dove motifs everywhere. In terms of categories, GOODBAI covers clothing, shoes, hats, bags, accessories, and more. Compared to other celebrity streetwear brands, GOODBAI's pricing is not too high, mainly ranging from 39 to 2,900 yuan. For example, most of its short-sleeve T-shirts are priced at 199 yuan, shoe products are mainly between 159 and 799 yuan, and canvas bags, hats, jewelry, etc., are mostly in the tens to two to three hundred yuan range.
One of GOODBAI's most iconic products is the Wandering Shoes, priced at 459 yuan, ranking 9th on Tmall's sports casual shoes repurchase list. The shoes ahead of it come from sports giants and well-known brands like Adidas, FILA, Anta, ASICS, and Xtep. This ranking reflects GOODBAI's influence to some extent.
<\/figure>GOODEES WORLD: IP Zone Expansion for Cute and Healing Consumer Scenarios
The upcoming first store of GOODEES WORLD also has a dedicated section inside, and this sub-line originates from its original IP, the fuzzy ball image on the construction fence. Different from the main brand GOODBAI's casual sporty style, GOODEES WORLD positions itself as "cute, warm, and healing," with products such as shoes, 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 from the vending machine on Yanqing Road is already sold out.
Collaborations and Cross-Circle Partnerships: From Salomon to Diptyque
Since its inception, GOODBAI and its sub-lines have launched co-branded products with many brands, such as Salomon, Diptyque, New Era, Levi's, BABY-G, Holiland, and Line Friends Minini. These include both trendy new favorites among the middle class and national brands, streetwear brands, etc., covering a wide range.
<\/figure>From Coffee to Pop-Ups: Channel Ecosystem and Demand Touchpoints
Apart from shoes, clothing, and IP derivatives, Boss Bai's business empire also includes coffee and bakery. Not far from the GOODBAI store on Yanqing Road is Bai Jingting's coffee shop, where a cup of coffee costs 28 to 48 yuan, similar to other specialty coffee shops in Shanghai. In 2024, the pricing of his "GOODEES Great Satisfaction" small cookies at 21 yuan for two pieces sparked online controversy.
<\/figure>Beyond Yanqing Road, GOODBAI has opened two more physical stores in Chengdu and Aranya, and pop-up/slow shops in Beijing, Paris, France, Seoul, South Korea, etc. In addition to its own online and offline channels, GOODBAI has also entered some concept stores, such as Musinsa, known as "Korea's Uniqlo." From selling shoes, clothing, and coffee to IP derivatives, Bai Jingting is building a comprehensive consumer ecosystem centered around the lifestyle of young people.
<\/figure>Quality and Public Opinion: Brand Expansion Also Faces Supply and Compliance Pressure
Celebrity self-created brands naturally have traffic advantages, and their rise process is similar to emerging clothing brands, using a combination of tactics such as social media seeding, pop-up stores, and opening flagship stores in core business districts. However, celebrity brands often fall into controversies of "ripping off fans" or fizzling out. At the same time, because the brand is deeply tied to the celebrity, it is prone to the risk of both sharing glory and suffering losses together.
GOODBAI has also faced negative publicity over product quality issues. In 2024, the Shanghai Municipal Market Supervision Bureau reported that the measured pH value of one of its denim jackets did not meet national mandatory standards. In 2025, a 599-yuan sweatshirt from GOODBAI was exposed to have peeling screen-printing, with the back pattern imprinting on a car seat. After the incident, the brand's affiliated company issued an apology statement, announced a recall of the relevant batch of products, and promised corrective measures.
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<\/figure>It is noteworthy that the affiliated company of GOODBAI, Zhentinghao (Shanghai) Brand Management Co., Ltd., is owned by Bai Jingting, Shangguan Zhe, and Li Yong, holding 41%, 29%, and 10% shares respectively. Among them, the brand created by designer Shangguan Zhe 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 actually brought in industry insiders when starting his shoe and clothing business, providing professional support in design, production, and supply chain.
Product Segmentation and Long-Term Brand Goals: From Sports Outdoor to General Outdoor
From Bai Jingting's personal perspective, he is a well-known "shoe king" in the domestic entertainment industry, passionate about multiple sports, and himself an ambassador for sports outdoor brands like New Era and Salomon. As sports demands become more segmented and diversified, GOODBAI has gradually developed specialized apparel series for football (916 express) and tennis (polomove), among others.
Besides GOODBAI's casual sporty style, Bai Jingting's affiliated companies also have teenteens for young women, the women's fashion brand Ayrae, and the trendy outdoor brand 30C. Taking 30C as an example, it chose to enter the outdoor trend with a trendy style, fitting the current general outdoor consumption demand and its own design advantages. Currently, 30C has opened its first store on Xiaohongshu, and Bai Jingting's same-style vests are already sold out in multiple sizes.
In fact, from the trendy casual sporty shoes and popular collector toy IP plush toys to the general outdoor field, every step Bai Jingting takes basically aligns with fashion trends. From this perspective, Boss Bai's business success relies not just on luck and traffic.
Looking at the series of collaborations mentioned above, some brands already have partnerships with the celebrity Bai Jingting himself. The biggest fear for celebrity brands is becoming mere celebrity merchandise. How to move beyond the fan economy into a broader market might be exactly what Bai Jingting's series of brands are currently doing and will continue to do in the long run.
As Bai Jingting said: "Even without me as a person, consumers will still recognize the brand. Many people will still like it and think it looks good — that is my ultimate goal."
