SGX Consumer Sector Watch: White Jingting’s GOODBAI Expansion
Recently, a huge fence quietly went up along Shanghai’s Yanjing Road, branded GOODEES WORLD. This is the nationwide debut store of a line under actor White Jingting’s label GOODBAI. Nearby are his café, apparel store, and 24-hour vending machines.
Two months earlier, GOODBAI had already opened a pop-up here, and White Jingting’s giant posters drew countless visitors. As a result, Yanjing Road was dubbed “White Jingting Street.” Many celebrities build brands, but in terms of business ecosystem, channel building, and expansion pace, White Jingting is one of the savviest operators in entertainment.
The White Boss who sells clothes, coffee, and plush toys: multiple products rank in Tmall’s top 10, and he has collaborated with Salomon and New Era.
The five-bay little townhouse along Yanjing Road is GOODBAI’s first physical store in China. Founded in 2021, GOODBAI is a clothing and lifestyle brand created by the well-known artist White Jingting. When the store opened in 2023, it triggered long queues and reseller activity—some people waited nearly seven hours.
Even three years later, a normal weekday afternoon still sees heavy traffic, with many customers shopping, trying on items, and taking photos.
The store design is retro yet minimalist, with dove motifs everywhere. GOODBAI covers clothing, shoes, hats, bags, and accessories. Compared with other celebrity streetwear brands, its pricing is not too high, mostly between RMB 39 and RMB 2,900. T-shirts are usually RMB 199, shoes range from RMB 159 to RMB 799, and tote bags, hats, and jewelry are mostly in the tens to a few hundred yuan.
One of GOODBAI’s most popular products is the “wandering shoe,” priced at RMB 459. It ranked ninth in Tmall’s sports-casual shoe repurchase list, behind Adidas, FILA, Anta, ASICS, Xtep, and other major sports brands. That ranking shows GOODBAI has real influence.
The soon-to-open first store of GOODEES WORLD has its own dedicated section. The line comes from an original IP—the fluffy character shown on the fence. Unlike GOODBAI’s casual sports style, GOODEES WORLD is positioned as “cute, warm, and healing,” with products such as apparel, phone cases, plush pendants, and hair accessories.
In its Tmall flagship store, the RMB 129 twelve-zodiac plush pendant has sold more than 7,000 units; meanwhile, in the Yanjing Road vending machine, the RMB 99 baseball-cap keychain is sold out.
Since launch, GOODBAI and its sub-lines have collaborated with many brands, including Salomon, Diptyque, New Era, Levi’s, BABY-G, Holiland, and Line Friends minini. The collaborations span hot middle-class favorites as well as national brands and streetwear labels.
Beyond apparel and IP derivatives, White Jingting’s business map also includes coffee roasting.
Not far from the Yanjing Road GOODBAI store is his coffee shop, where a cup costs RMB 28–48, similar to other specialty coffee shops in Shanghai. In 2024, its “GOODEES Big Satisfaction” cookie, priced at RMB 21 for two pieces, sparked online debate.
Outside Yanjing Road, GOODBAI has opened two more physical stores in Chengdu and Aranya, and pop-up/slow-pop stores in Beijing, Paris, and Seoul. Besides its own online and offline channels, GOODBAI has also entered multi-brand concept stores such as Musinsa, sometimes called the “Korean Uniqlo.”
From shoes and apparel to coffee and IP derivatives, White Jingting is building a consumer ecosystem around youth lifestyle.
From Celebrity to Brand: GOODBAI’s Channel + Collaboration + Offline Playbook
There are many entertainment figures building brands. Edison Chen has CLOT, Jackson Wang has TEAM WANG, Daniel Wu began selling coffee, and Hua Chenyu launched his own personal-care brand this year.
White Jingting once said in an interview that fame can feel like someone giving you a string of pearls, and he often wonders whether he can find another string. GOODBAI and the other brands are White Jingting’s second string of pearls—his way of creating a sense of security.
Celebrity brands have a built-in traffic advantage, and their rise resembles many new apparel brands today: social-media seeding, pop-up trial runs, and first stores in prime commercial districts. The difference is that celebrities and their friends are walking recommendation machines—many stars have worn GOODBAI in public.
But celebrity brands often fall into accusations of “ripping off fans,” or simply fade away. Because the brand is deeply tied to the celebrity, both sides can be hurt together.
Regulatory Notices and Recalls: GOODBAI Also Faces Quality Scrutiny
GOODBAI has also been hit by product-quality controversy. In 2024, Shanghai’s market regulator said one of its denim jackets failed the mandatory national pH standard. In 2025, a RMB 599 GOODBAI sweatshirt was reported to have printed graphics peeling off and transferring onto car seats.
After the incidents, the affiliated company issued an apology, announced a recall of the affected batches, and promised improvements.
Notably, the affiliated company Zhetinghao (Shanghai) Brand Management Co., Ltd. is held 41%, 29%, and 10% by White Jingting, Shangguan Zhe, and Li Yong respectively. Shangguan Zhe’s own brand has shown at London Fashion Week, and Li Yong has deep apparel-industry experience. In other words, White Jingting’s clothing business is backed by industry professionals with real support in design, production, and supply chain.
Category Expansion: From Casual Sports to Outdoor Lifestyle, the Business Map Keeps Growing
White Jingting is known as the “shoe king” of Chinese entertainment and loves many sports himself. He is also an ambassador for brands such as New Era and Salomon. As sports demand becomes more segmented and diversified, GOODBAI has gradually expanded into football (916 Express) and tennis (polomove) apparel lines.
Beyond GOODBAI’s casual-sports style, the affiliated company also owns teen-focused brand teenteens, women’s fashion label Ayrae, and trendy outdoor brand 30C. 30C, for example, entered the outdoor trend through a fashion-forward approach that fits today’s broad outdoor consumption trend and its own design strengths. It has already opened on Xiaohongshu, and a White Jingting-style vest has sold out in multiple sizes.
In fact, from hit casual-sports shoes to trendy plush toys in hot IP markets and into the broad outdoor category, White Jingting’s moves have mostly followed trends. In that sense, the White Boss’s business success is not just luck and traffic.
From the collaborations above, some brands were already working with White Jingting. The biggest fear for celebrity brands is becoming mere merchandise for fans. Expanding beyond fandom into a broader market may be exactly what White Jingting’s brands are doing now—and what they’ll need to keep doing.
As White Jingting said: “Even if you take me out of the picture, consumers still recognize it. Many people will still like it and think it looks good—that is my final goal.”
