Singapore Precious Metals Market Hotspot: Bai Jingting's GOODBAI Store Expansion and Supply Chain Insights
Recently, a hoarding erected by the brand GOODEES WORLD appeared along Yanqing Fang Road in Shanghai. This is the national first store of a sub-line under GOODBAI, a brand founded by actor Bai Jingting. Not far away are his coffee shop, clothing store, and 24-hour vending machines.
Two months earlier, GOODBAI had also set up a pop-up space here. Bai Jingting's huge posters attracted many visitors, making Yanqing Road temporarily known as 'Bai Jingting Street.' While many celebrities start brands, Bai Jingting is representative in terms of business ecosystem, channel building, and expansion pace.
Selling clothes, coffee, and plush toys: multiple products ranked top 10 on Tmall; co-branded with Salomon, New Era, etc.
The five-bay small villa on Yanqing Road is GOODBAI's first physical store nationwide. Founded in 2021, GOODBAI is Bai Jingting's clothing and lifestyle brand. When the store opened in 2023, it caused a frenzy, with queues lasting nearly 7 hours.
Even three years later, on a regular weekday afternoon, the store still has a decent flow of customers browsing, trying on clothes, and taking photos.
The store design is vintage and minimalist, with dove motifs everywhere. GOODBAI covers clothing, shoes, hats, bags, and accessories, with relatively affordable pricing ranging from 39 to 2,900 yuan: for example, T-shirts are mostly 199 yuan, shoes range from 159 to 799 yuan, and canvas bags, hats, and accessories are mostly between tens and 200-300 yuan.
One of GOODBAI's standout products is the 'Wandering Shoe,' priced at 459 yuan, ranked 9th on Tmall's sports leisure shoe repurchase list. Ahead of it are shoes from Adidas, FILA, Anta, Asics, Xtep, and other sports giants, reflecting GOODBAI's influence.
Beyond GOODBAI: GOODEES WORLD's Healing IP and Co-brand Channels
GOODEES WORLD, which is about to open its first store, also has a dedicated section in the store. This sub-line originates from an original IP, the furball image on the hoarding. Compared to GOODBAI's casual sportswear style, GOODEES WORLD is positioned as 'cute, warm, and healing,' offering products like shoes, apparel, phone cases, plush pendants, and hair accessories.
On the Tmall flagship store, its 129 yuan zodiac plush pendant has sold over 7,000 units; the 99 yuan baseball cap keychain in the Yanqing Road vending machine has sold out.
To date, GOODBAI and its sub-lines have co-branded with multiple brands, including Salomon, Diptyque, New Era, Levi's, BABY-G, Holiland, and Linefriends minini, covering popular middle-class preferences as well as national brands and streetwear brands.
From Stores to Ecosystem: Coffee, Bakery, and Physical Expansion
Beyond shoes, apparel, and IP derivatives, Bai's business empire also includes coffee and bakery. Not far from GOODBAI's Yanqing Road store is Bai Jingting's coffee shop, with single cups priced at 28-48 yuan, within the typical Shanghai specialty coffee range. In 2024, the pricing of 'GOODEES Big Satisfaction' small cookies (two pieces for 21 yuan) sparked online controversy.
Beyond Yanqing Road, GOODBAI has opened physical stores in Chengdu and Aranya, and pop-up/slow-shop stores in Beijing, Paris, and Seoul. In addition to its own online and offline channels, the brand has also entered some concept stores, such as Musinsa.
From selling shoes, apparel, and coffee to IP derivatives, Bai Jingting is building a consumption ecosystem around young people's lifestyles.
Risks and Professional Support: Public Controversy, Shareholding Background, and Category Segmentation
Many celebrities in the entertainment industry create their own brands. Bai has mentioned in interviews comparing his rise to fame to a 'pearl necklace' and expressed the thought: 'Can I find another necklace of pearls like this one?' GOODBAI and other brands are described as the 'second necklace' Bai found for himself.
Celebrity brands often have natural traffic advantages, and their tactics are similar to emerging apparel brands: social media seeding, pop-ups to test the waters, and flagship stores in prime locations. Celebrities and friends often act as 'walking seeders,' appearing in public wearing merchandise.
However, celebrity brands may also face 'cash grab' controversy or gradually fade during expansion. Additionally, because the brand is deeply tied to the celebrity, there's a risk of 'both rising and falling together.'
GOODBAI has faced negative publicity over product quality issues. In 2024, the Shanghai Market Supervision Bureau reported that the pH value of one of its denim jackets did not meet national mandatory standards. In 2025, a 599 yuan sweatshirt was reported to have its print peeling off, leaving the pattern on a car seat. After the incident, the affiliated company issued an apology, announced a recall of the relevant batch, and promised corrective actions.
Notably, GOODBAI's affiliated company, Zhentinghao (Shanghai) Brand Management Co., Ltd., is owned by Bai Jingting, Shangguan Zhe, and Li Yong with stakes of 41%, 29%, and 10% respectively. Shangguan Zhe, a designer, had his brand featured at London Fashion Week, and Li Yong has deep experience in the apparel industry. Thus, Bai's push into the clothing business is not solely dependent on personal resources but has brought in industry professionals for design, production, and supply chain support.
From his personal athletic interests and endorsement background, Bai is described as a 'sneaker king,' passionate about multiple sports, and serves as a brand ambassador for New Era and Salomon. With the trend of segmented and diverse sports needs, GOODBAI has also developed niche apparel series for football (916 express) and tennis (polomove).
In addition to the casual sportswear brand GOODBAI, the affiliated company also owns teenteens targeting young women, female fashion brand Ayrae, and trendy outdoor brand 30C. For example, 30C taps into the outdoor trend with a stylish aesthetic, meeting the demand for 'light outdoor' consumption. Currently, 30C has opened a store on Xiaohongshu, with Bai Jingting's same-model vest sold out in multiple sizes.
The article also points out that the biggest risk for celebrity brands is becoming mere 'celebrity merchandise.' The key is to move beyond the fan economy to a broader market. Bai once said that even without him, consumers should still recognize and like the product, which is his goal.
