Many Xiaohongshu users refer to it as the “Holy Bible of social shopping in China.” It’s famous for its focus on lifestyle, fashion, beauty, and travel, particularly content that shares experiences, evaluations, and expectations of various products or destinations. Think of Xiaohongshu like a mix of Chinese Instagram, Yelp, Tripadvisor, Amazon reviews, and YouTube unboxing videos.

 In this guide, we will walk you through the steps of creating and verifying your own branded official account on Xiaohongshu.

Understanding Xiaohongshu (Little Red Book 小 红 书) as a Social Media Platform

Chinese users on Xiaohongshu are highly engaged, actively sharing product reviews, recommendations, and lifestyle content, which enhances the platform's community and user experience. Chinese shoppers use the app to find inspiration, watch live streaming or videos, as well as share their shopping experiences.

It’s also where the new trend of “Social Search” started. Xiaohongshu basically acts like a search engine for Chinese consumers, offering more useful and detailed info on lots of things that traditional search engines like Baidu don’t quite cover, thanks to its active social network.

Having an official branded account on Xiaohongshu can greatly increase your brand exposure and credibility, helping brands reach a large number of potential customers on this social media platform.

What is Xiaohongshu (Little Red Book 小 红 书) Professional Account for Connecting Chinese Consumers?

A Xiaohongshu Professional Account is a specialized account tailored for businesses, brands, and organizations. It enables them to publish branded content, engage with followers, and access advanced analytics and advertising options. Xiaohongshu is a social media and e-commerce platform that allows users to post, discover, and share product reviews.

Platform users, who are active on Xiaohongshu, engage with branded content, creating opportunities for targeted marketing campaigns and interactions with various products. It also enables brands to launch e-shops, sell products, run promotions, and engage in activities that significantly boost sales and conversions. Users can easily purchase products through the platform, enhancing their shopping experience. (Subject to industries and countries of origin.)

Having a Professional Account also gives you access to various marketing tools such as traffic redirection, In-Feed ads, Search ads, and influencer collaborations to reach Chinese consumers, making it an essential platform for any brand looking to establish a presence in China.

How to Create a Professional Account on Xiaohongshu App as a non-Chinese business

Step 1: Create a Personal Account

Before you can create a branded official account, you need a personal account on Xiaohongshu. Follow these steps:

1.1. Download Xiaohongshu App
Download the Xiaohongshu (Little Red Book) app from the Apple IOS App Store or Google Play Store.

1.2. Sign Up
Open the app and select the option to sign up.Enter your phone number. Note that non-Chinese phone numbers are acceptable.You’ll receive a verification code via SMS. Enter this code to proceed.

1.3 Set Up Your Profile
Complete your profile by adding your name, a profile picture, and other necessary details.

Step 2: Log in to the Account Control Center

Once you have your personal account set up, you can proceed to create and manage your branded official account through the Xiaohongshu Pro platform. Visit pro.xiaohongshu.com using a web browser, and log in using the same credentials (phone number and password).

Alternatively, you can scan a QR code using your app on the phone that's connected to your personal account. (Please note, Xiaohongshu website is only in simplified Chinese, however, one can use plug-ins like Google Translation to translate the site.)

Step 3: Initiate the Verification Process

For now, as a Personal Account user, you won't see too much in the Account Control Center. Click the button in the center, or select "Verification and Annual Review" from the menu on the left.

Step 4: Upload Required Documents

For the verification process, you'll need to provide specific documents. In this window, you'll need to provide the following information and documents in order to get your account verified:

• Account Information

  • Account Name

  • Profile Image (usually the brand logo)

  • Trademark Info

• Business Information

  • Location Type (choose between China Mainland and Foreign Territories)

  • Certificate of Registration (scan)

  • Business Name

  • Expiration Date

  • Country of Registration

• Legal Representative Authentication

• Application Letter (scanned and signed by Legal Representative)

• Industry: In the dropdown menu, select the industry of your business

• Operator's Information

  • Operator's Name

  • Contact Email

  • Contact Phone Number

  • Verification Code (sent real-time in SMS)

  • Email used to receive invoices

  • ID Number (for Chinese nationals) or Passport Scan (for foreign nationals)\

  • Operator's WeChat ID

Step 5: Make Payment

Xiaohongshu charges 600 CNY for applying and verifying a Professional Account. The same fee applies for the annual review and account renewal. 🔸