Domestic Entertainment Brand Expansion Sample: Bai Jingting's GOODEES WORLD Opens in Shanghai
Recently, a huge enclosure suddenly appeared along the street in Shanghai's Yanqing Lane, promoting the brand GOODEES WORLD. This brand is the first national store of a sub-line under GOODBAI, the label managed by well-known actor Bai Jingting. Not far away are his coffee shop, clothing store, and 24-hour vending machine.
Two months ago, GOODBAI also opened a pop-up space here, where Bai Jingting's giant posters attracted countless visitors. Therefore, Yanqing Road was once called 'Bai Jingting Painful Street.' Many celebrities have brands, but in terms of business ecosystem, channel construction, and expansion pace, Bai Jingting can be considered one of the best business owners in China's entertainment industry.
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Yanqing Road Flagship Store: Multi-Category Layout and 'Enclosure IP' Sub-Line
The five-bay small villa along Yanqing Road is the first physical store of GOODBAI nationwide. Founded in 2021, GOODBAI is a clothing and lifestyle brand created by renowned artist Bai Jingting. In 2023, when the GOODBAI store opened, it sparked a frenzy of queueing and scalpers, with some people queuing for nearly 7 hours.
Even three years later, on a regular weekday afternoon, the store was bustling with customers selecting, trying on, and taking photos.
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The store's overall design is retro yet minimalist, with pigeon (nickname for Bai Jingting's fans) motifs everywhere. In terms of categories, GOODBAI covers clothing, shoes, hats, bags, and accessories. Compared to other celebrity streetwear brands, GOODBAI's pricing is not too expensive, ranging from 39 to 2,900 yuan. For example, its short-sleeve T-shirts are mostly priced at 199 yuan, shoes are mainly between 159-799 yuan, and canvas bags, caps, and jewelry are mostly in the tens to two or three hundred yuan range.
One of GOODBAI's most popular products is the 'Wandering Shoe,' priced at 459 yuan, which ranks 9th on Tmall's sports casual shoe repurchase list. The shoes ahead of it come from major athletic brands like Adidas, FILA, Anta, Asics, and Xtep. This ranking reflects GOODBAI's influence to some extent.
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GOODEES WORLD: Cute and Healing Toy and Derivative Products
GOODEES WORLD, which is about to open its first store, also has a dedicated section inside the store. This sub-line originates from its original IP, the furball image on the enclosure. Different from the main brand GOODBAI's casual sportswear style, GOODEES WORLD is positioned as 'cute, warm, and healing,' with products including shoes, clothing, phone cases, plush keychains, and hair accessories.
On its Tmall flagship store, the 129-yuan zodiac plush keychain has sold over 7,000 units; at the vending machine on Yanqing Road, the 99-yuan baseball cap keychain has sold out.
Co-Branding Expansion and 'Lifestyle Ecosystem': From Apparel to Coffee
Since its inception, GOODBAI and its sub-lines have released co-branded products with multiple brands, such as Salomon, Diptyque, New Era, Levi's, BABY-G, Holiland, and Linefriends minini. These include both popular new favorites among the middle class as well as national brands and streetwear labels, covering a wide range.
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In addition to apparel and IP derivatives, Bai's business map also includes coffee and baking.
Not far from the GOODBAI Yanqing Road store is Bai Jingting's coffee shop, where a cup of coffee costs 28-48 yuan, similar to other specialty coffee shops in Shanghai. In 2024, the pricing of his 'GOODEES Big Satisfaction' cookies (two cookies for 21 yuan) once sparked online controversy.
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Beyond Yanqing Road, GOODBAI has opened two other physical stores in Chengdu and Aranya, and has set up pop-up/stay-up stores in Beijing, Paris, and Seoul. In addition to online and offline owned channels, GOODBAI has also entered some concept stores, such as Musinsa, which is known as 'Korea's Uniqlo.' From selling apparel and coffee to IP derivatives, Bai Jingting has built a complete consumer ecosystem centered on the lifestyle of young people.
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Strategies and Risks of Celebrity Self-Created Brands: Quality Issues and Professional Team Support
In the entertainment industry, many artists have their own brands. Edison Chen has CLOT, Wang Jackson has TEAM WANG, Daniel Wu started selling coffee, and Hua Chenyu launched his own daily chemical brand this year.
In an interview with Bazaar Man, Bai Jingting once said that Maugham compared the feeling of fame to someone giving you a string of pearls. Bai often thought, 'Can I find another string of pearls like this?' GOODBAI and other brands are the second string of pearls he found for himself out of a sense of security.
Celebrities making brands have natural traffic advantages, and their rise process is similar to that of emerging apparel brands today: using a combination of social media seeding, pop-up store testing, and opening flagship stores in core business districts. However, celebrities and their friends are walking seeders—for instance, many stars have worn GOODBAI products in public appearances.
But celebrity self-created brands often face accusations of 'fleecing fans' or fading away. At the same time, because the brand is deeply tied to the celebrity, it is prone to the risk of 'all or nothing.'
GOODBAI has also faced negative press due to product quality issues. In 2024, the Shanghai Market Supervision Bureau reported that one of its denim jackets failed to meet national mandatory standards for pH value; in 2025, a 599-yuan GOODBAI sweatshirt was reported to have screen printing peeling off, with the back pattern staining car seats. After the incident, the brand's affiliated company issued an apology, announced a recall of the relevant batch, and promised to rectify.
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It is noteworthy that GOODBAI's affiliated company, Zhentinghao (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's brand has appeared at London Fashion Week, and Li Yong has many years of experience in the apparel industry. Therefore, Bai Jingting's apparel business involves industry professionals, providing a certain level of professional support in design, production, and supply chain.
From Casual Sportswear to Outdoor: Sub-Segments and Sub-Brand Matrix
Personally, Bai Jingting is a well-known 'shoe king' in the entertainment industry, passionate about various sports, and he himself is an endorser for sports and outdoor brands like New Era and Salomon. As sports needs diversify, GOODBAI has gradually developed specialized apparel series such as football (916 express) and tennis (polomove).
In addition to GOODBAI's casual sportswear, Bai Jingting's affiliated companies also own teenteens for young women, women's fashion brand Ayrae, and trendy outdoor brand 30C. For example, 30C has chosen to enter the outdoor trend with a fashionable style, fitting current outdoor consumption demands and its own design strengths. Currently, 30C has opened its first store on Xiaohongshu, and Bai Jingting's same-style vest has sold out in multiple sizes.
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In fact, from trendy shoes in casual sportswear style to popular IP toys and into the outdoor field, Bai Jingting's every step has basically been on trend. From this perspective, Bai's business success relies on far more than just luck and traffic.
From the series of co-branding mentioned earlier, some brands have been cooperating with the artist Bai Jingting himself. In fact, the biggest fear for celebrity brands is becoming mere artist merchandise. How to move beyond the fan economy to a broader market may be what Bai Jingting's series of brands are currently doing and will continue to do in the long run.
As Bai Jingting said, 'Even if I am not attached, consumers will still approve, and many people will still like and think it looks good—that is my ultimate goal.'
