On May 6, the hashtag #BaiJingtingBrandQuality trended on Weibo after netizens criticized the poor quality of Chinese actor Bai Jingting’s streetwear brand, GOODBAI. One customer complained that the embossed print on the back of their newly purchased sweatshirt transferred onto their car seat upon first wear. By the time of reporting, the topic had garnered over 55 million views.
In response to the backlash, GOODBAI’s customer service stated that the print should not fade if washed according to care instructions. They acknowledged the feedback and claimed to be addressing the issue urgently.
Notably, the sweatshirt retails for 599 yuan—a price point that many argue should guarantee better quality.
Beyond Clothing: GOODBAI Faces Quality Storm as Celebrity Brands’ “Premium Pricing, Subpar Quality” Dilemma Comes Under Fire
GOODBAI’s footwear has joined its apparel in the quality controversy, with consumers reporting issues like glue separation and seam bursts—one buyer lamented, “The sides split after just a few steps.” This follows a January 2024 Shanghai Market Regulation Bureau alert about its “gradient white dove logo cropped denim jacket” failing pH standards, potentially causing skin irritation.
Founded in 2021 by actor Bai Jingting with designer Shangguan Zhe as creative director, GOODBAI touts itself as redefining “quality living through craftsmanship”—a claim now ringing hollow amid mounting quality failures. Bai holds 41% equity, while Shangguan owns 29%, with legal representative Li Yong controlling 10%.
This disconnect between marketing and reality epitomizes the chronic issues plaguing celebrity brands. GOODBAI isn’t alone:
In January 2024, singer Joker Xue’s brand DANGEROUS PEOPLE failed regulatory checks for non-compliant flame retardants in羽绒服.
February 2023 saw EXO’s Lu Han’s U.G.C brand bombarded with complaints about $220 hoodies with stitching defects.
Actress Ouyang Nana’s nabi drew ridicule for pricing $140 polyester-blend bathrobes as “luxury loungewear.”
These scandals spotlight the industry’s “fan economy” paradox. Retail consultant Li Yahui notes: “Celebrity brands operate as closed-loop ‘tribal goods’—when quality issues arise, core fans often defend them as misunderstood by outsiders.” This cultish dynamic transforms product flaws into loyalty tests, where purchases become emotional tributes rather than rational transactions.
Behind the scenes, a hazardous “light-asset” model prevails: stars handle promotion while outsourcing production. A Guangdong factory manager revealed: “They demand intricate designs at $0.70 per print budget—forcing us to use substandard inks.” Third-party data shows 38% of celebrity brands failed 2024 quality inspections, dwarfing industry averages.
E-commerce platforms exacerbate the crisis. Internal documents show star brands enjoy algorithmic boosts and negative review filtering—Nana’s nabi sold $1.4M on launch day despite material mislabeling. One platform listed a brand with 45% return rates as “top merchant” during 2023’s Singles’ Day.
The looming question: How long can this fan exploitation last? As Gen Z grows discerning, the industry’s “harvest now, apologize later” approach faces expiration. Even the most ardent devotion crumbles when met with carcinogenic填充物 and disintegrating sneakers.
