Recently, some netizens discovered that the Bai Jingting brand has started selling biscuits. One of the products called "Goodees Big Satisfaction" showed that two small biscuits were sold for 21 yuan.
The media saw through the "goodbai cafe" mini program that the brand has launched several biscuits, among which "goodees big love" biscuits are priced at 19 yuan, and 7 pieces of small emoticon biscuits and alphabet biscuits are priced at 29 yuan.
Some netizens commented, "I really know how to cut leeks." Some netizens also said, "The price is clearly marked, and there is no forced buying or selling."
According to Jiemian News, on June 6 this year, celebrity Bai Jingting’s first cafe Goodbai Cafe officially opened. goodbai cafe is located at No. 104 Yanqing Road, Shanghai, where Bai Jingting opened the first offline store of his trendy brand goodbai a year ago on the same road. The two stores are not far from each other and have the same European decoration style.
On the first day of opening, there was a long queue at the door of Goodbai Cafe, and admission was allowed in batches, with 10 people at a time. A Xiaohongshu netizen who queued up that day said that it took about two hours to get in. Even on the second day of opening, there were many fans waiting in line.
In terms of menu design, goodbai cafe has launched three special coffees, three classic coffees, and two non-coffee drinks, with prices ranging from 28 yuan to 48 yuan. In addition, there are cookies, scones, crouli and other desserts on sale, with prices ranging from 18 yuan to 29 yuan.
media reports show that as competition in the chain coffee market has intensified recently, price tags such as "9.9 yuan" have caused chain coffee shops to fall into a fierce price war. Shanghai has a particularly strong coffee culture. In addition to being a hotbed of chain coffee shops, independent coffee shops are also popping up all over the streets. In terms of price, Goodbai Cafe obviously avoids the cost-effective route of chain coffee shops. Its competitors are independent coffee shops.
It is reported that this coffee shop has also attracted the attention of fans because the name of its associated company is "Tintingbai". According to reports, Tintinbai (Shanghai) Brand Management Co., Ltd. was established in December 2023. The legal representative is Li Minhui, with a registered capital of 100,000 yuan. Its business scope includes catering services, food sales, brand management, etc., and is wholly owned by Li Minhui. share. The company’s supervisor Wu Qiongwen also serves in Bai Jingting’s affiliated companies Zheli Tinghao (Shanghai) Brand Management Co., Ltd. and Shanghai Zebai Brand Management Co., Ltd. According to reports, Zhetinghao Company has applied to register multiple “goodbai” trademarks.
According to previous reports, Bai Jingting’s fashion brand was exposed to have failed a denim jacket inspection.
previously reported: Private brand sampling failed! A-list actor urgently apologizes
In February of this year, #goodbaidenim jacket failed to pass random inspection# became a hot search topic and sparked heated discussion among netizens. On January 30, the Shanghai Municipal Administration for Market Regulation reported 21 batches of unqualified autumn and winter clothing for supervision and spot inspection. Among them, the "goodbai" brand "gradient white" was nominally produced (or supplied) by Zhetinghao (Shanghai) Brand Management Co., Ltd. "Pigeon logo short slim denim jacket" (model specification: 170/88a l; style number: b23wfsl0101-bu), the measured pH value is 9.0 (the standard value should be 4.0~8.5), which is inconsistent with the national mandatory standards. Unqualified pH value can easily cause skin allergies.
Subsequently, in response to goodbai’s denim jacket failing to pass the random inspection, @goodbai_official responded: Since the date of receiving the random inspection results on December 1, 2023, the company has immediately removed the product from the shelves, and at the same time expedited the tracing of the whereabouts of the sold products, and will Urgent contact and recall through various channels. Due to improper supervision of product quality inspection and damage to the legitimate rights and interests of consumers, the company apologizes to all consumers who pay attention to and support the "goodbai" brand, and solemnly promises to take proactive measures in accordance with relevant laws and regulations from now on. All purchases Consumers who have purchased this product can apply for a return or refund through the original purchase channel.
Picture source: Sina Weibo @goodbai_official screenshot
goodbai official website information shows that goodbai was born in 2021 and is a clothing and lifestyle brand established by Bai Jingting. As of now, goodbai's official flagship store has 1.64 million fans. The current best-selling item is "goodbai dum dum puffy shoes low-top thick-soled casual shoes", which sells for 599 yuan and shows "more than 20,000 sold".
It is worth mentioning that Bai Jingting is not the only celebrity entering the coffee shop. According to reports, in June this year, Jay Chou's coffee shop for his eponymous single Ai Zai Bian welcomed many consumers and Jay fans to check in, and Jay Chou himself even "stand up" in person. Regarding the rumors about "Dr. Jay's store", the store staff also said that the store is in cooperation with Jay Chou.
In fact, celebrity catering can be said to have its own traffic, such as Chen He and Xian Hezhuang, Hu Haiquan and Ben Gong’s Tea, Guan Xiaotong and Zirandai, Yang Kun, Wu Xiubo and Xia Yu holding shares in Niujiaocun, etc., these have become popular in recent years. Brands always need fans to check in. Zhan Junhao, the founder of Fujian Huace Brand Positioning Consulting, once said that although celebrity catering has traffic, its own physique is more likely to "recruit evil". Once a problem or negative news occurs, it will spread quickly and attract widespread attention. It is destined that celebrity catering should pay more attention to Brand building and maintenance.
For celebrity catering, it can also strengthen cooperation and linkage with other brands to jointly create influential celebrity IP offline incubation scenarios, and enhance brand image and influence by participating in public welfare activities, so as to continue to use traffic develop.
Source: Beijing Business Daily Comprehensive Interface News, Shanghai Municipal Supervision Bureau, Red Star News previous reports, etc.
(Source: Beijing Business Daily)
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