Xiaohongshu, often called “Little Red Book” in English, has evolved from a shopping recommendation platform into China’s premier lifestyle and e-commerce ecosystem with over 300 million monthly active users. For brands looking to penetrate the Chinese market or engage with affluent Chinese consumers across Asia, establishing a professional presence on this platform is no longer optional.

Unlike Western social platforms, Xiaohongshu combines the discovery power of Pinterest, the community engagement of Instagram, and the conversion capabilities of e-commerce platforms into a unique marketing channel. Its users, predominantly young, urban women with significant purchasing power, actively seek authentic product recommendations and brand stories before making buying decisions. This creates an unprecedented opportunity for businesses willing to invest in building genuine connections.

Creating a Xiaohongshu business account requires navigating Chinese-language interfaces, understanding platform-specific verification requirements, and aligning your strategy with local content preferences. This comprehensive guide walks you through every step of the account creation process, from gathering necessary documentation to optimizing your profile for maximum visibility and engagement. Whether you’re a multinational brand or a regional business exploring Xiaohongshu marketing opportunities, this roadmap will help you establish a strong foundation for success.

What is Xiaohongshu and Why Your Business Needs It

Xiaohongshu (小红书) launched in 2013 as a cross-border shopping guide and has transformed into China’s most influential lifestyle platform. The platform’s unique value proposition lies in its user-generated content model, where authentic reviews and recommendations drive purchasing decisions far more effectively than traditional advertising. Users create detailed posts featuring products, experiences, and lifestyle content that blend seamlessly with brand communications.

The platform’s demographics make it particularly valuable for specific business categories. Approximately 70% of users are female, with the majority aged between 18 and 35, representing China’s most affluent and consumption-ready demographic segment. These users don’t just browse; they actively research products before purchasing, with studies showing that 80% of Xiaohongshu users have made purchases based on platform recommendations.

For businesses, Xiaohongshu offers several distinct advantages over other Chinese social platforms like WeChat or Douyin. The platform’s algorithm favors high-quality content over follower counts, meaning new brands can achieve visibility without massive existing audiences. Additionally, the platform’s integrated e-commerce features allow seamless transitions from content discovery to purchase, reducing friction in the customer journey. Brands in beauty, fashion, lifestyle, food, travel, and premium goods categories typically see the strongest performance, though the platform’s scope continues expanding across verticals.

Understanding Xiaohongshu Account Types

Before creating your account, it’s essential to understand the different account classifications Xiaohongshu offers. This decision impacts your capabilities, verification requirements, and long-term platform strategy. The platform distinguishes between personal accounts, professional accounts (专业号), and enterprise accounts, each serving different purposes and offering varying functionality.

Personal accounts are designed for individual users sharing personal experiences and recommendations. While businesses sometimes start with personal accounts, this approach violates platform terms of service and risks account suspension. Personal accounts lack access to business analytics, advertising tools, and official verification badges that build consumer trust.

Professional accounts (often called Pro Accounts) represent the standard business account type for most brands and content creators operating commercially. These accounts provide access to comprehensive analytics dashboards, advertising capabilities through the Juxing platform, and the ability to add contact information and website links. Professional accounts display a distinctive verification badge that signals legitimacy to users and can utilize e-commerce integration features to drive direct sales.

Enterprise accounts offer additional features for larger organizations requiring multiple sub-accounts or advanced administrative controls. Most small to medium businesses will find professional accounts sufficient for their needs, while multinational corporations managing multiple brands or regional divisions may benefit from enterprise-level access.

Prerequisites for Creating a Business Account

Successfully creating and verifying a Xiaohongshu business account requires specific documentation and resources prepared in advance. Gathering these materials before starting the registration process prevents delays and ensures smooth verification. The exact requirements vary slightly depending on whether you’re registering as a Chinese domestic company or an international business, but several core elements remain consistent.

Documentation requirements include:

• Business license or corporate registration documents – Valid business registration proving your company’s legal status in your operating jurisdiction
• Brand trademark certificates – Official trademark registration documents for brands you plan to represent on the platform
• Authorized representative identification – Government-issued ID for the person managing the account registration process
• Business contact information – Valid business email address and phone number (Chinese phone numbers preferred but international numbers sometimes accepted)
• Bank account information – Required for businesses planning to use e-commerce features or paid advertising
• Authorization letters – If operating as an agency or distributor, official authorization from brand owners

International businesses face additional considerations. All documentation typically requires Chinese translation by certified translators, and some businesses find it advantageous to work with a Chinese subsidiary or authorized local partner to streamline verification. The verification fee for business accounts currently ranges from 600-1,000 RMB annually, depending on account type and business category. Having WeChat Pay or Alipay payment capabilities simplifies the fee payment process, though alternative arrangements can sometimes be made for international applicants.

Technical prerequisites include access to the Xiaohongshu mobile app (available on iOS and Android) or desktop platform. While initial account creation can be completed via mobile, many businesses find the desktop interface more convenient for uploading documentation and managing detailed profile settings. Given that platform interfaces are exclusively in Chinese, having team members with Chinese language proficiency or access to reliable translation tools is essential for navigating the setup process effectively.

Step-by-Step: How to Create Your Xiaohongshu Business Account

With your documentation prepared, you’re ready to begin the account creation process. While Xiaohongshu’s interface may seem challenging for non-Chinese speakers, following these systematic steps ensures successful account establishment. The entire process typically takes 30-45 minutes for initial setup, with verification approval requiring 3-7 business days.

1. Download and Install the Xiaohongshu App – Visit the Apple App Store or Google Play Store and search for “小红书” or “Xiaohongshu.” Download the official app (look for the red icon with white text). Alternatively, access the desktop platform at xiaohongshu.com if you prefer browser-based setup. The mobile app offers a more streamlined initial registration experience for most users.

2. Create Your Initial Account – Launch the app and tap the “我” (Me) icon in the bottom navigation bar, then select “注册/登录” (Register/Login). You can register using a phone number or third-party accounts like WeChat or QQ. For business accounts, phone number registration is recommended as it provides clearer ownership documentation. Enter your phone number, receive and input the verification code, and create a password meeting the platform’s security requirements (minimum 8 characters combining letters and numbers).

3. Navigate to Professional Account Upgrade – After completing basic registration, tap your profile icon, then select “设置” (Settings) from the menu. Look for “账号与安全” (Account and Security), then find “升级专业号” (Upgrade to Professional Account). This option may be labeled slightly differently depending on app version, but it’s typically located within account settings or creator tools sections.

4. Select Your Account Category – Xiaohongshu presents multiple business categories during professional account setup. Choose the category that best matches your business type: enterprise/brand (企业/品牌), e-commerce/retail (电商/零售), service provider (服务商), creator/influencer (创作者), or other specialized categories. Your selection determines which verification documents are required and what features become available post-verification. Most traditional businesses select “企业/品牌” for comprehensive business functionality.

5. Complete Business Information Form – Fill in detailed business information including your official company name (as registered), business registration number, registered address, and business scope. Accuracy is critical here as this information must match your submitted documentation exactly. Provide your business contact email and phone number for platform communications regarding verification status and account management.

6. Upload Required Documentation – The platform prompts you to upload clear photos or scans of your business license, trademark certificates, and authorized representative ID. Ensure all documents are current, legible, and show complete information including registration numbers, validity dates, and official seals. Files should be in JPG or PNG format with minimum resolution ensuring text readability. The platform may request additional documentation based on your business category or if initial submissions require clarification.

7. Submit Verification Payment – After document upload, you’ll be directed to pay the annual verification fee. The current fee structure charges 600 RMB for most standard business categories, with premium categories requiring 1,000 RMB or more. Payment methods include WeChat Pay, Alipay, and sometimes UnionPay options. International businesses without Chinese payment capabilities should contact Xiaohongshu business support to arrange alternative payment methods before reaching this step.

8. Await Verification Review – Once payment is confirmed, Xiaohongshu’s verification team reviews your submission. This process typically takes 3-5 business days but can extend to 7 days during peak periods or if additional documentation is requested. You’ll receive in-app notifications and email updates regarding your verification status. If your application requires revisions, the platform provides specific feedback on which elements need correction or supplementation.

During the waiting period, you can begin familiarizing yourself with the platform interface, exploring competitor accounts in your category, and planning your content marketing strategy. However, full business features won’t activate until verification is complete and approved.

Completing Business Verification

Business verification represents the critical gateway between having an account and operating effectively on Xiaohongshu. The platform takes verification seriously to maintain ecosystem quality and user trust, implementing rigorous review standards that sometimes challenge unprepared businesses. Understanding what reviewers look for increases your approval chances and accelerates the verification timeline.

Xiaohongshu’s verification team examines several key factors during review. Document authenticity ranks as the primary consideration, with reviewers checking that all submitted materials are genuine, current, and properly issued by authorized government or trademark authorities. Any discrepancies between your stated business information and uploaded documentation trigger automatic rejection. Brand legitimacy is equally important; the platform verifies that you possess legal rights to represent the brands you’re claiming, particularly relevant for distributors or agencies operating on behalf of other companies.

Common verification rejection reasons include blurry or incomplete document images, mismatches between business names in different documents, expired registration certificates, lack of proper brand authorization, and selecting inappropriate business categories that don’t align with submitted documentation. If your application is rejected, don’t be discouraged. The platform allows resubmission with corrected materials, and most rejections stem from easily fixable documentation issues rather than fundamental eligibility problems.

For international businesses, verification presents unique challenges. Chinese platform operators are most familiar with domestic business registration formats, so foreign documents sometimes require additional explanation or supplementary materials. Providing certified Chinese translations of all documents significantly improves approval rates for international applicants. Some businesses expedite international verification by working with China-based agencies or establishing official presence through Chinese subsidiaries or partnerships.

Once verification is approved, your account receives an official badge displayed prominently on your profile. This blue verification checkmark signals authenticity to users and dramatically improves content credibility and engagement rates. Verified accounts also unlock comprehensive analytics dashboards, advertising platform access, e-commerce integration capabilities, and the ability to add clickable links and contact information to profiles – essential tools for serious business operations.

Optimizing Your Business Profile for Maximum Impact

Verification approval marks the beginning rather than the end of your Xiaohongshu journey. A well-optimized profile serves as your brand’s home base on the platform, influencing both user perception and algorithmic content distribution. Strategic profile optimization directly impacts discovery, engagement, and conversion rates across all your platform activities.

Profile picture selection requires careful consideration. Your logo should be clear, recognizable, and visually distinct even when displayed at small thumbnail sizes. Xiaohongshu recommends square images at minimum 300×300 pixels, though 1000×1000 pixels ensures optimal display across all platform touchpoints. Avoid text-heavy logos that become illegible when scaled down, and ensure your profile image maintains brand consistency with your presence on other platforms for cross-channel recognition.

Username and display name decisions impact both searchability and brand perception. Your username (the handle preceded by @) should ideally match your brand name or include relevant keywords that users might search. Xiaohongshu allows periodic username changes, unlike some platforms, but frequent changes confuse followers and reset search visibility gains. Your display name (shown prominently on your profile) can include Chinese characters, English letters, and even emojis, offering opportunities for creative branding while maintaining professional credibility.

Bio optimization serves multiple functions simultaneously. The 100-character bio limit demands concise communication of your brand essence, unique value proposition, and call-to-action. Effective bios typically follow a structure identifying who you are, what you offer, and why users should follow. Incorporate relevant keywords that align with search behavior in your category, but prioritize natural language over keyword stuffing. Verified business accounts can include clickable links in bios, a privilege unavailable to personal accounts – use this strategically to drive traffic to e-commerce platforms, official websites, or special campaign landing pages.

The extended business information section allows adding contact details including business hours, physical addresses, phone numbers, and email contacts. Complete this information thoroughly as it enhances local SEO on the platform and appears in relevant location-based searches. For businesses with physical locations, accurate address information enables appearance in map-based discovery features that help nearby users find your brand.

Category tags and labels influence how Xiaohongshu’s algorithm understands and distributes your content. During profile setup, select all relevant category tags that describe your business scope. These tags determine which user interest groups see your content and affect your visibility in category-specific browse sections. Most businesses can legitimately claim 3-5 relevant categories; avoid over-tagging in unrelated categories as this dilutes rather than enhances your reach.

Profile optimization extends beyond static elements to encompass strategic content planning. Your profile’s collection feature allows curating content into themed albums, making it easier for visitors to find relevant posts. Organize your content into logical collections based on product categories, use cases, or content types, improving user experience and extending session duration on your profile.

Content Strategy Essentials for Xiaohongshu Success

With your verified account established and profile optimized, success on Xiaohongshu depends entirely on your content strategy execution. The platform’s unique culture and algorithm dynamics differ significantly from Western social media, requiring adapted approaches that honor local preferences while maintaining brand authenticity. Understanding these platform-specific success factors prevents common missteps that plague international brands new to Xiaohongshu.

Xiaohongshu users value authentic, detailed product experiences over polished advertising content. Posts performing best typically feature genuine user perspectives, detailed product information, specific use cases, and honest assessments including both strengths and limitations. This authenticity requirement challenges brands accustomed to highly controlled marketing messages, but embracing transparent communication builds trust that translates into loyal community followings and higher conversion rates.

The platform’s visual aesthetic leans toward bright, clean, lifestyle-focused imagery rather than overly produced commercial photography. Successful content often features products in realistic usage contexts, styled flat-lays showcasing multiple items, before-and-after comparisons, and aspirational-yet-achievable lifestyle scenarios. Video content continues growing in importance, with the platform prioritizing video in its algorithm, though high-performing videos maintain the same authentic, educational tone rather than adopting TikTok-style entertainment formats.

Strategic keyword optimization dramatically impacts content discoverability. Xiaohongshu operates like a visual search engine where users actively seek product recommendations and solutions to specific problems. Research trending keywords in your category using the platform’s search function, noting both search volume and content competition. Incorporate primary keywords in titles, naturally within post copy, and as hashtags to maximize visibility across multiple discovery pathways. Unlike some platforms, Xiaohongshu allows up to 10 hashtags per post; use this capacity strategically with a mix of popular, moderate, and niche tags to balance reach and relevance.

Posting frequency and timing influence algorithmic favorability and audience retention. Brands seeing strongest performance typically publish 3-5 posts weekly, maintaining consistent presence without overwhelming followers. Timing analysis varies by audience demographic, but general best practices suggest posting between 7-9 AM, 12-2 PM, or 7-10 PM Beijing time when user activity peaks. However, content quality far outweighs posting volume; three exceptional posts monthly outperform fifteen mediocre ones in terms of engagement, follower growth, and conversion impact.

Integrating influencer marketing amplifies organic content performance. Xiaohongshu’s ecosystem revolves around Key Opinion Leaders (KOLs) and Key Opinion Consumers (KOCs) whose recommendations carry exceptional weight with their followers. Collaborating with relevant influencers extends your reach beyond organic followers while providing authentic third-party endorsement. The most effective influencer strategies combine sponsored content from established KOLs with grassroots campaigns engaging micro-influencers and satisfied customers, creating multiple touchpoints that reinforce brand messages across the user journey.

For businesses seeking comprehensive platform strategy beyond basic account management, partnering with specialists in Xiaohongshu marketing can accelerate results while avoiding costly trial-and-error learning curves. Professional agencies bring platform expertise, content creation capabilities, and established influencer networks that individual brands typically require months or years to develop independently.

Common Mistakes to Avoid

Even with proper account setup and strategic planning, many businesses undermine their Xiaohongshu success through preventable mistakes. Understanding these common pitfalls helps you navigate the platform more effectively and avoid setbacks that damage brand reputation or waste marketing resources.

Over-promotional content represents the most frequent mistake international brands make on Xiaohongshu. The platform’s algorithm actively suppresses posts that read like advertisements, while users quickly scroll past obvious marketing messages. Content that focuses solely on product features, includes aggressive sales language, or lacks genuine value beyond promotion achieves minimal organic reach regardless of follower counts. Balance promotional objectives with educational, entertaining, or inspiring content that provides standalone value to audiences.

Ignoring community engagement limits growth potential and signals algorithmic systems that your account lacks authentic community connection. Xiaohongshu rewards active participation including responding to comments on your posts, engaging with content from followers and relevant accounts in your category, and participating in trending conversations through comments and shares. Brands treating the platform as a broadcast channel rather than a community space consistently underperform more engaged competitors.

Neglecting Chinese language nuances creates communication barriers and credibility issues. Machine-translated content often contains awkward phrasing, cultural misunderstandings, or contextually inappropriate language that immediately signals foreign origin and lack of local understanding. If your team lacks native Chinese language capabilities, invest in professional translation and localization services rather than relying on automated tools. Cultural adaptation extends beyond language to include visual preferences, humor styles, and value communications that resonate with Chinese consumers specifically.

Inconsistent posting schedules prevent algorithm momentum and audience habit formation. Xiaohongshu’s algorithm favors accounts demonstrating consistent activity patterns, interpreting irregular posting as lack of commitment or declining account health. Establish a sustainable content calendar you can maintain long-term rather than intensive burst campaigns followed by prolonged silence. Consistency compounds over time, with established accounts enjoying distribution advantages over newer or sporadic posters.

Finally, failing to leverage platform analytics means operating blind to performance insights that should inform strategy optimization. Xiaohongshu’s professional account analytics reveal detailed metrics about audience demographics, content performance, engagement patterns, and conversion pathways. Regularly review these insights to identify top-performing content characteristics, optimal posting times, audience preferences, and opportunities for strategic adjustment. Data-driven iteration based on actual performance metrics dramatically accelerates improvement compared to assumptions or imported strategies from other platforms.

Tracking Performance and Analytics

Measuring success on Xiaohongshu requires understanding which metrics matter and how they interconnect to reflect overall business impact. The platform provides verified business accounts with comprehensive analytics dashboards that reveal both content performance and audience insights, enabling data-informed strategy refinement over time.

Core engagement metrics include views (曝光), likes (点赞), comments (评论), favorites/collections (收藏), and shares (分享). While views indicate reach, deeper engagement signals like comments and collections better predict conversion potential. The platform’s algorithm particularly values collections and shares as these actions demonstrate higher user investment than passive likes. Track engagement rates (total engagements divided by views) rather than absolute numbers to assess content performance relative to reach, with rates above 5% considered strong and above 10% exceptional.

Follower growth metrics reveal brand awareness expansion and content appeal sustainability. Monitor not just total follower counts but growth rates, follower sources (which posts attracted new followers), and follower quality metrics including activity levels and demographic alignment with target audiences. Sudden follower spikes warrant investigation to ensure organic growth rather than bot follows that inflate numbers without business value.

Content performance analysis identifies patterns worth replicating and approaches requiring adjustment. Compare performance across content types (images versus videos), topics, posting times, and formats to understand what resonates with your specific audience. The platform’s analytics break down view sources showing whether traffic comes from search, discovery feeds, hashtags, or follower feeds, revealing which distribution channels most effectively deliver your content to interested users.

Conversion tracking connects platform activity to business outcomes. For e-commerce integrated accounts, track click-through rates to product pages, add-to-cart actions originating from content, and completed purchases attributed to Xiaohongshu touchpoints. Brands without direct e-commerce integration can implement UTM parameters on external links, track coupon code usage unique to Xiaohongshu campaigns, or measure website traffic from the platform using analytics tools to assess commercial impact beyond engagement metrics.

Advanced businesses complement platform-native analytics with sophisticated approaches including AI marketing tools that aggregate cross-platform data, sentiment analysis of comments and mentions, competitor benchmarking, and attribution modeling that weighs Xiaohongshu’s role in multi-touchpoint customer journeys. These enhanced measurement frameworks provide clearer ROI visibility and support strategic budget allocation across marketing channels.

Creating a Xiaohongshu business account opens doors to one of Asia’s most valuable consumer communities, but account creation represents only the foundation of platform success. The verification process, while occasionally challenging for international businesses, ensures ecosystem quality that ultimately benefits legitimate brands through reduced competition from fake accounts and enhanced user trust in verified business content.

Success on Xiaohongshu requires more than technical account setup. The platform rewards authentic communication, consistent engagement, culturally relevant content, and genuine value delivery to communities increasingly skeptical of traditional advertising approaches. Brands approaching Xiaohongshu with patience, cultural sensitivity, and commitment to understanding platform-specific dynamics build sustainable competitive advantages that compound over time through algorithmic favorability and loyal community followings.

As the platform continues evolving with enhanced e-commerce integration, expanded advertising capabilities, and growing international brand participation, early movers who establish strong foundations now position themselves advantageously for long-term growth. Whether you manage Xiaohongshu in-house or partner with specialists who understand the platform’s complexities, the investment in building authentic presence on China’s lifestyle platform delivers measurable returns for brands targeting affluent Chinese consumers across the region.

The journey from account creation to meaningful business impact follows a clear path: establish your verified presence, optimize your profile for discovery, develop culturally resonant content, engage authentically with communities, measure performance rigorously, and refine continuously based on data insights. Each step builds upon the previous one, transforming your Xiaohongshu account from a simple social media profile into a powerful customer acquisition and brand building engine.